Tesla is currently dominating the luxury sedan market in the US - despite a couple of recent high-profile accidents.
The electric car company revealed the affordable Model 3 earlier this year and has plans for another product launch next week.
Elon Musk, taking time out from his ambitious Mars plans, has tweeted that a Tesla announcement will take place on October 17.
The CEO called it an 'unexpected' new product - leaving some to believe it will be some kind of addition or variation to the Model 3.
So far the Model 3 (which goes from 0-60mph in under six seconds and will manage 215 miles on a single charge) has had 400,000 pre-orders.
Production is slated to begin in 2017 - along with a local UK equivalent to the $35,000 price tag.
The October 28th announcement that Musk mentions is believed to be a new solar roof/battery installation from Musk's other venture, SolarCity.
Tesla's cars have been criticised recently for their misleading 'autopilot' mode.
Earlier this year, a driver in China was killed while driving his Tesla with the mode engaged.
The incident took place in January, when Gao Yaning, 23, hit the back of a road sweeper vehicle in the north eastern province of Hebei.
Tesla is investigating the cause of the fatal crash, but said it had "no way of knowing" if the autopilot system was engaged at the time of the accident.
"Because of the damage caused by the collision, the car was physically incapable of transmitting log data to our servers," the company said in a statement.
The company has since announced a string of changes to its autopilot software.