Elon Musk Denies That There’s a Secret Project at Tesla Code-Named “Project Highland” Despite Refreshed Model 3 Introduction in North America

Since late 2022, we’ve heard rumors about a secret Model 3 refresh that was being developed at Tesla under the code name “Project Highland.”

This name for the refreshed Model 3 was first used by Reuters in the newspaper's exclusive article revealing to the world all the changes Tesla is planning to bring with the redesigned Model 3.

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Reuters said most of the changes with the redesigned Model 3 are aimed at improving the ease of manufacturability of the Model 3 while at the same time upgrading the interior, powertrain, and performance.

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The news outlet added that the reason Tesla code-named the Model 3 Refresh – Project Highland was due to Highland Park, the first automotive plant spearheaded by Henry Ford to introduce the moving assembly line to automotive manufacturing and revolutionize the industry a full century ago.

Henry Ford 100 years ago revolutionized the automotive industry with the Model T and now Tesla and Elon Musk are once again attempting to revolutionize the car manufacturing industry with the Model 3 – it all made perfect sense.

In Reuter’s credit, Tesla indeed refreshed the Model 3 in Asia and Europe and the refresh took place roughly around the time that the news outlet said Tesla was planning to roll out the redesigned Model 3.

A couple of days back, Tesla also rolled out the redesigned Model 3 in North America. The refreshed Model 3 brings about multiple improvements in interior and exterior design, ride quality, extra second touch screen, longer range, and many more improvements while keeping the same starting price.

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The redesigned Model 3 has been a complete success for Tesla and shows the company’s engineering prowess and cost-cutting majors don’t necessarily have to result in a worse product.

All the improvements have been wonderful, however, one question that has arisen throughout the Model 3 refresh bonanza is that Tesla, despite introducing the redesigned Model 3 worldwide and through multiple channels, the EV maker has never used the term “Project Highland” Model 3.

Most of us thought that the reason is that Project Highland is an internal code name and that Tesla didn’t see it necessary to reveal this term to the public.

However, one particularly curious X user has put forth this question to Elon Musk. The X user wrote “Where did the Model 3 "Highland" name originate? I don't see anything about it on Tesla.com”

To our delight, Elon Musk responded and to our surprise, Musk said the reason we’ve never heard Tesla use the Project Highland name is because “It’s not real.”

It’s not real
— Elon Musk (@elonmusk) January 11, 2024

The connection between Henry Ford then, and Elon Musk now, trying to revolutionize the automotive industry; the Model T ushering in the era of affordable vehicles and the Model 3 ushering in the era of affordable electric cars; Reuters told a compelling story explaining the “Project Highland” name.

However, according to Elon Musk the entire Project Highland story is sadly made up by an overly enthusiastic Reuters journalist.

Having said that, even though the Project Highland story might not be real, Tesla has still produced a truly exceptional product when it comes to the refreshed Model 3.

Currently, the refreshed Model 3 is just starting to roll out in North America, however, we’ll be sure to keep you posted as the vehicle gets into more customers’ hands. Until then, make sure to visit our site torquenews.com/Tesla regularly for the latest updates.

So what do you think? Surprised to learn that the Project Highland story is completely made up? Does this lower your trust in journalism? Let us know your thoughts in the comments below.

Image: Courtesy of Tesla, inc.

For more information check out: New Renders Shows a Full-Sized Stainless Steel 7-Seat Tesla SUV Based on the Cybertruck Platform – Rear Trunk Rather Than Truck Bed

Tinsae Aregay has been following Tesla and The evolution of the EV space on a daily basis for several years. He covers everything about Tesla from the cars to Elon Musk, the energy business, and autonomy. Follow Tinsae on Twitter at @TinsaeAregay for daily Tesla news.