Former Top Gear and The Grand Tour host James May has publicly criticized Tesla Inc. (NASDAQ: TSLA) Grok-powered voice assistant, describing the AI's attempts to sound human as insincere and phony. In a video shared on his YouTube channel James May's Planet Gin on Sunday, May tested the assistant, which had assumed the Ara personality, inside a Model 3.

Testing the Ara Persona

May engaged in a conversation with the voice assistant to test several features. These included playing a children's trivia game, sarcastically seeking extreme medical advice, and asking the assistant to switch to a British accent. Tesla offers multiple personas for its voice assistant, including Ara, an upbeat female voice; Eve, a soothing female voice; Leo, a British male voice; Rex, a calm male voice; and Sal, a smooth male voice.

After the interaction, May stated that the program appeared to have been created by socially awkward people who held a flawed idea of what a charming person would sound like. He remarked that the assistant was slightly odd and did not seem human. May suggested that while the engineers and programmers at X were clever, they might be socially inept, resulting in a voice assistant that came off as insincere.

Tesla AI and Manufacturing Updates

The criticism arrives as Tesla AI Chief Ashok Elluswamy praised the Full Self-Driving (FSD) system following a video of a Tesla avoiding a collision on the freeway. Elluswamy posted on the social media platform X that users can have James Bond as their personal driver.

Meanwhile, Tesla CEO Elon Musk emphasized the automaker's domestic manufacturing capabilities. He stated that the company's vehicles are produced in the U.S. with 84% American content. This focus on domestic manufacturing follows the reaffirmation of tariffs on the auto industry by the Donald Trump administration.

Market Reaction

TSLA shares rose 0.25% to $343.12 during pre-market trading on Monday.

Tesla Inc. (NASDAQ: TSLA) CEO Elon Musk has positioned the automaker as the leader in domestic manufacturing within the United States, citing a high percentage of American-made parts in its vehicles. This claim emerges against a backdrop of shifting trade policies under President Donald Trump’s administration, which has implemented tariffs on the auto industry.

Domestic Content Claims

On Saturday, podcast host Katie Miller shared a Wall Street Journal article on social media platform X highlighting Ford Motor Co. (NYSE: F) and General Motors Co. (NYSE: GM) efforts to boost domestic manufacturing. Miller noted that every Tesla sold in the United States is assembled in the country.

Responding to this observation, Musk expanded on Tesla’s manufacturing footprint. He stated that beyond assembly, the parts used in Tesla vehicles are “overwhelmingly made in America.”

On Sunday, Musk quoted a post by Wes Morill, lead engineer for the Cybertruck, to provide specific data points regarding domestic content. According to Morill, Tesla vehicles achieved an 84% total domestic content score. In contrast, Ford vehicles were reported to have 63% American parts.

Musk concluded that Tesla cars sold in America are the “most made in America of any cars.”

Tariff Impact on Competitors

The discussion coincides with comments from Howard Lutnick, Trump’s Commerce Secretary, who supported the administration’s tariffs on the auto industry. Lutnick stated that these measures are bringing “thousands” of jobs back to American auto manufacturing. He also endorsed Ford’s decision to shift production of some Lincoln vehicles away from China and into the U.S.

Ford CEO Jim Farley confirmed that the move to relocate production was a direct response to the tariffs. Farley noted that the Lincoln Nautilus SUV, currently imported from China, attracts a 52.5% tariff. Ford plans to begin U.S. production for these models starting in 2030.

What the Numbers Show

The disparity between Tesla’s 84% domestic content score and Ford’s 63% highlights a significant divergence in supply chain localization strategies. While both companies are responding to tariff pressures, Tesla’s existing infrastructure allows it to claim a substantially higher degree of domestic integration compared to traditional OEMs still reliant on imported components like the Lincoln Nautilus, which faces a steep 52.5% tariff rate.

Market Reaction

Tesla shares (TSLA) rose 0.43% to $343.73 during overnight trading.