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Not even the companies that — on the surface, at least — seem most likely to benefit from them.
Amidst the chaos of President Donald Trump’s tariff regime so far, there has been one constant — the 25% levies on steel and aluminum imports applied in February, with no country-specific exemptions. I’ve been a bit befuddled as to what these tariffs may, or may not, mean for the companies trying to green these notoriously hard-to-decarbonize sectors. And it turns out, some of them are a bit befuddled, too.
“It’s a mixed bag,” Cody Finke, CEO of the Bay Area-based clean cement and alumina startup Brimstone told me. Brimstone’s core breakthrough is figuring out a way to co-produce cement and alumina — the core material in the critical mineral aluminum — using carbon-free calcium silicates such as basalt rather than limestone, which releases a lot of CO2 when it’s processed.
At least on the surface, a company like Brimstone should fall squarely among the beneficiaries of Trump’s trade policy — the whole point of the tariffs, after all, is to increase demand for domestic steel and aluminum by making foreign metals more expensive. That will likely allow U.S.-based producers to raise prices, too, generating even more revenue.
Then again, green steel and aluminum producers rely on imports of these same materials to build their own plants. Tariffs on these vital construction materials — plus exorbitant levies on all goods from China — will make building new production facilities significantly costlier. (As Keith Norman, CEO of the domestic battery manufacturer Lyten told me last month, “The reality is, the energy transition is a manufacturing transition.”) Not to mention the fact that the auto industry — a heavy user of both steel and aluminum — is facing its own 25% tariffs on imported vehicles and auto parts. That stands to raise the price and thus lower the demand for cars, in turn reducing demand for the materials needed to build them, green or not.
Large industry players such as Nucor and Cleveland Cliffs — both of which have plans to produce green steel — have seen mixed responses since the tariffs were announced. “Nucor recently said on an earnings call that they have huge backlogs, suggesting increased demand. [Cleveland] Cliffs, on the other hand, is idling plants due to low demand,” Hilary Lewis, the steel director at Industrious Labs, a nonprofit advocating for heavy industry decarbonization, told me via email. But it’s difficult to know how much a company’s recent performance is attributable to the tariffs. “The impact of the steel tariffs are uneven and subject to other disruptions in the market,” Lewis said.
Industrious Labs aluminum lead Annie Sartor told me that Trump’s first term tariffs on aluminum failed to revitalize the industry, which she said “saw a continued downturn.” So while the latest tariffs are more robust, Sartor is hesitant to to think that “this will be a real game changer.” As she explained, “The biggest challenge that the industry faces is access to electricity, and specifically renewable electricity.” While the tariffs won’t directly address that, Sartor said that an optimistic analysis would suggest that with their extra revenue, companies that rely on electrification to clean up their operations “could use those additional funds to help them access the renewable energy that they want.”
At least for now, many of the leading companies have expressed strong support for Trump’s trade agenda. Century Aluminum’s CEO Jesse Gary said the tariffs “will help drive the resurgence of domestic aluminum production,” while Cleveland Cliff’s CEO Lourenco Goncalves stated they would “penalize the foreign competitors who have been playing by a different set of rules.” And while Leon Topalian, CEO of Nucor, acknowledged that the tariffs will increase the price of the raw materials for steel, such as iron ore, he told investors that he thinks this will be outweighed by “the overall macroeconomic trends in the industry, a healthy, vibrant steel industry.”
Aluminum giant Alcoa, which has also expressed interest in producing green aluminum, is an outlier among industry leaders in its opposition to tariffs. The company’s CEO, Bill Oplinger, told the crowd at a metals and mining conference in February that the disruption caused by the tariffs could eliminate 100,000 jobs in the domestic aluminum industry. The company operates two smelters in Canada that will be subject to tariffs, while it’s closed down many older smelters in the U.S. that it’s in no rush to reopen. “It’s hard to make a restart decision based on tariffs that could change,” Oplinger said during an analyst call, the Wall Street Journal reported. “We just don’t know whether they will stick.”
Startups focused narrowly on green metals production, however, have generally been more circumspect in their responses. “At this point, we’re trying to just stay steady through all of it — not reacting to the day-to-day,” Adam Rauwerdink, senior vice president at the green steel startup Boston Metal, told me. His company uses renewable power to electrolyze iron ore at high temperatures to create molten iron, the feedstock for steel.
Boston Metal has yet to build its first demonstration plant, and while Rauwerdink told me the tariffs could provide some incentive to site the facility in the states, the increase in domestic materials demand that tariffs will presumably bring is by no means enough to guarantee a U.S.-based facility will be worth it. “Here in the U.S. right now, the challenge is just the grid not being sufficient,” he said.
With electricity demand on the rise, green metals companies are now competing for renewable resources with tech giants that are trying to scoop up as much clean energy as possible to power their artificial intelligence-focused data centers. “Innovations like that, which change the landscape on the grid, can definitely impact some of these other solutions that are going to be competing for electrons and are probably less profitable than an AI data center,” Rauwerdink told me.
Electra, a startup that’s also using electrolysis to decarbonize the ironmaking process, recently landed a $186 million Series B funding round to build its demonstration plant in Colorado. But the tariffs aren’t enough for them to commit to the U.S. market, either. As the company’s CEO, Sandeep Nijhawan, told me, building a facility in an area with easy access to renewables is of paramount importance to them too.
Adding to all of this tariff-related uncertainty is the fact that many of these demonstration plants or first commercial facilities, including Brimstone’s, aren’t even scheduled to come online until the latter half of Trump’s term, if not the next decade. “We don’t know what the policy of the United States will be at that time,” Finke told me. The plan is for the company’s first commercial demonstration plant to be operational in 2030. “Maybe the next president will extend those tariffs, or maybe they will cut them back,” Finke said. After all, Biden mostly kept Trump’s first term tariffs on steel and aluminum in place — although prior to this February, there were numerous country-specific exemptions in place.
At the end of the day, tariffs are only one of numerous policy unknowns plaguing these green producers. Another major one is the status of the funding many of them were granted from the Department of Energy but have yet to see. In Brimstone’s case, that’s a $189 million award from the Office of Clean Energy Demonstrations to build its first plant. While Finke told me the company has started spending that money scoping out potential sites, it hasn’t yet been reimbursed. I asked him if that was concerning. “It’s a good question,” he told me. “At this time, it’s too early to say that.”
Similarly, Century Aluminum and Cleveland Cliffs both have $500 million awards from OCED to produce green aluminum and green steel, respectively. While I reached out to both companies for comment on the tariffs and the status of their funding, neither got back to me. Boston Metal also has a $50 million DOE grant for a facility that would produce chromium, a critical material for many advanced energy technologies. That money is, of course, now mired in “limbo and uncertainty,” Rauwerdink told me.
Green aluminum manufacturers large and small also stand to benefit from the Inflation Reduction Act’s advanced manufacturing production tax credit, which incentivizes the domestic production of critical minerals, as well as certain types of clean energy components. This credit — along with so many others — may or may not be slashed as Republicans look to cut funding for a variety of IRA-related initiatives in the budget reconciliation process.
While Finke told me — as so many other companies did — that Brimstone does not rely on tariffs, tax credits, or the company’s DOE grant for its survival, it sure would be nice to have just a little certainty for once. “What we’d really like is to know what number to put in our financial model,” he told me.
Wouldn’t we all.
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The CEO’s $1 billion share buy changes nothing — except in the eyes of his shareholders.
Elon Musk’s signature talent, the thing that made him the world’s richest man, has long been his ability to make Tesla’s stock price soar. It’s a superpower that manifests through a combination of financial lever-pulling and promises of world-changing innovations to come. For this reason, it leads to glaring disconnects such as Tesla having become the world’s most valuable automaker despite selling only a 10th as many vehicles as a true manufacturing superpower like Toyota.
By that yardstick, this week’s news might be his biggest achievement yet.
On Monday, headlines declared that Tesla has turned itself around. Its share price has rebounded after taking a nosedive early this year. In this case, the bullish stock market performance is divorced not only from the reality of the company’s electric car sales, but also from, well, everything else that’s happened lately.
Remember the protests? Remember the celebrities performatively selling their Teslas? The “I bought this before Elon went crazy” bumper stickers? With Musk having abandoned his dalliance with the Trump administration, other crises have taken over the spotlight. Even so, the echo of discontent is visible. Protests dogged the opening of the new Tesla Diner charging station here in Los Angeles, and plenty of Teslas in my neighborhood still have the apology stuck to their bumpers.
Most crucially for Tesla, the anger did real damage to its bottom line. The brand’s sales around the world fell dramatically as public disgust with Musk rose and EV shoppers ran toward a growing number of competitors, especially those from China. But even in the U.S., where cheap Chinese EVs are not an option, Tesla’s dominance has shrunk. In August 2025, the company’s share of the U.S. EV market fell to 38%. That was Tesla’s lowest figure since 2017, before the Model 3 or Model Y rolled off assembly lines. It was enough to inspire another round of speculation over whether the company might be better off freeing itself from the PR albatross that is Elon Musk.
Yet once again, the performance of Tesla’s stock would suggest that none of this had ever happened, or at least that it didn’t matter. Tesla offered Musk a trillion-dollar pay package — so absurd that even the pope felt compelled to condemn it. Musk then turned around and bought a billion dollars of Tesla stock to signal his self-confidence, which in turn propelled Tesla’s share price back up again and wiped out the losses from earlier this year.
The “why” of this financial madness is the same refrain that’s been playing for the past two years, ever since Musk rolled out the disastrous Cybertruck rather than building Tesla’s volume EV business. The man cares about robotics, AI, and autonomy — and decidedly not about building cars — and has convinced shareholders that his pivot in this direction will reap untold rewards. Once again, it’s possible that he’s right.
I am, admittedly, a cynic about Tesla and self-driving, for reasons personal and general. My Model 3 encounters the occasional worrisome blip with its relatively simpler Autopilot system, for instance on the part of Interstate 5 near Disneyland where it suddenly decides it’s on the 45 mile-per-hour access road rather than the freeway and hits the brakes.
This error alone is enough that I wouldn’t entrust my family’s safety to Tesla Full Self-Driving, to say nothing of Musk’s lifelong habit of overstating the abilities of his tech. But I know plenty of people who are already allowing versions of FSD to chauffeur them. Conversations with industry sources often settle on the inevitability of autonomy, if for no other reason than they worry about younger folks who can’t be bothered with learning to drive. Maybe Tesla will win the race to sell them self-driving electric cars. (Or, as a Bloomberg op-ed says, maybe the big buy is just window dressing, though a more apt metaphor might have been lipstick on a pig.)
Either way, it’s not great news for the here and now, the EV market of the present that Musk loves to neglect. South Korean competitors Hyundai and Kia — which are both building cool EVs for today that humans drive and trying to do much of their manufacturing in the United States — are nonetheless getting hammered by Trump tariffs and ICE raids. The federal tax credit set to expire at the end of this month is a particularly hard hit for forthcoming vehicles such as the new Chevy Bolt and Nissan Leaf, which could have reached compellingly cheap prices had the government not killed the incentive and slapped tariffs in its place.
Will Tesla, which has long teased an affordable EV, at least redouble its efforts to sell more cars? If anything can motivate Musk to refocus on Tesla rather than trolling on X, it’s money. To date, the company has sold a little more than 7 million vehicles; 20 million Tesla cars sold is one of the many strings attached to Musk actually earning the entire “trillion-dollar” deal.
Another condition is that he aid the company in its search for his successor, a sign that those who’ve always wanted to see a Tesla without Musk might get their wish sooner rather than later.
On Toyota’s recalls, America’s per-capita emissions, and Sierra Club drama
Current conditions: Drought is worsening in the U.S. Northeast, where cities such as Pittsburgh and Bangor, Maine have recorded 30% less rainfall than average • Temperatures in the Mississippi Valley are soaring into the triple digits, with cities such as Omaha, Nebraska and St. Louis breaking daily temperature records with highs of up to 20 degrees Fahrenheit above average • A heat wave in Mecca, Saudi Arabia, has sent temperatures as high as 114 degrees.
Orsted is offering investors a nearly 70% discount on the new shares issued to raise money to save its American offshore wind projects amid the Trump administration’s aggressive crackdown on the industry. The Danish energy giant won nearly unanimous approval from its shareholders earlier this month for a rights issue aimed at raising $9.4 billion. Shares in the company, which is half owned by the government in Copenhagen, closed around $32 each on Friday. But the offering of 901 million new shares came at a subscription rate of about $10.50 each. Orsted’s projects in the northeastern U.S. already “struggled” with what The Wall Street Journal listed as “supply-chain bottlenecks, higher interest rates, and trouble getting tax credits,” which culminated in the restructuring last year that saw the company “pull out of two high-profile wind projects off the coast of New Jersey.”
The offshore wind industry, as I noted in yesterday’s newsletter, is just starting to fight back. The owners of the Rhode Island offshore project Revolution Wind, which Trump halted unilaterally, filed a lawsuit claiming the administration illegally withdrew its already-finalized permits. After the administration filed a lawsuit to revoke the permits of US Wind’s big project off Maryland’s coast, the company said it intends “to vigorously defend those permits in federal court, and we are confident that the court will uphold their validity and prevent any adverse action against them.” But the multi-agency assault on offshore turbine projects has only escalated in recent months, as the timeline Heatmap’s Emily Pontecorvo produced shows. And Orsted is facing other headwinds. The company just warned investors of lower profits this year after weaker-than-forecast wind speeds reduced the output of its turbines.
Toyota issued a voluntary recall for some 591,000 Toyota and Lexus cars over a slight glitch in the display screen. The 12.3-inch screen could fail to turn on after the car started, or go black while driving. Toyota said it will begin notifying owners if affected vehicles by mid-November. The move came just days after the Japanese auto giant — which owns both its eponymous passenger car brand and the associated luxury line, Lexus — recalled 62,000 electric vehicles, including the Toyota bZ4X SUV and the Lexus RZ300e sedan and its luxury SUV, the RZ450. Subaru, in which Toyota owns a minority stake, is also recalling its electric SUV, the Solterra. With all four EVs, the issue revolved around a faulty windshield defroster that “may not remove frost, ice and/or fog from the windshield glass due to a software issue in the electrical control unit,” the company said in a press release..
States such as Mississippi and Idaho had the lowest drop in energy-related per-capita emissions.EIA
Americans who complain that the U.S. should bear less responsibility for mitigating climate change like to point out that China produces far more planet-heating emissions per year, and that India is not far behind. The cumulative nature of carbon in the atmosphere makes for an easy rebuke, since the U.S. and Western Europe are overwhelmingly responsible for the emissions of the past two centuries. But a less historically abstract response could be that Americans still have by far the highest per capita emissions of any large country. That doesn’t mean the U.S. isn’t making progress on a per capita level, though. Between 2005 and 2023, per capita emissions from primary energy consumption decreased in every U.S. state, with an average drop of 30%, even as the American population grew by 14%, according to a new analysis by the U.S. Energy Information Administration. The dip is largely thanks to the electric power sector burning less coal. Increased electricity generation from natural gas, which releases about half as much carbon per unit of energy when burned as coal, and the growth of renewables such as wind and solar have reduced the need for the dirtier fuel. But the EIA forecasts that overall U.S. emissions are set to climb by 1% as electricity demand increases.
For those keen to shrink their individual carbon output at a much faster pace than American society at large, Heatmap’s award-winning Decarbonize Your Life series walks through the benefits and drawbacks to driving less, eating less steak, installing solar panels, and renovating homes to be more energy efficient.
Following rebellions from various state chapters, the Sierra Club terminated its executive director, Ben Jealous, last month, as I reported here in this newsletter at the time. Now the group has named its new leader: Loren Blackford. The Sierra Club veteran, who served in various senior roles before taking on the interim executive director job last month, won unanimous support from the group’s board of directors on Saturday.
Jealous had previously served as a chief executive of the National Association for the Advancement of Colored People and the 2018 Democratic nominee for Maryland governor before becoming the first non-white leader of the 133-year-old Sierra Club. His appointment marked a symbolic turning of the page from the group’s early chapters under its founder, John Muir, who made numerous derogatory remarks about Black and Native Americans. Jealous was accused of sexual harassment earlier this year.
Thermal battery company Fourth Power just announced $20 million in follow-on funding, building on its $19 million Series A round from 2023. While other thermal storage companies such as Rondo and Antora are targeting the decarbonization of high-temperature industrial processes such as smelting or chemical manufacturing, Fourth Power aims to manufacture long-duration energy storage systems for utilities and power producers.
“In our view, electricity is the biggest problem that needs to be solved,” Fourth Power’s CEO Arvin Ganesan told Heatmap’s Katie Brigham. “There is certainly a future application for heat, but we don’t think that’s where to start.” The company’s tech works by taking in excess renewable electricity from the grid, which is used to heat up liquid tin to 2,400 degrees Celsius, nearly half the temperature of the sun’s surface. That heat is then stored in carbon blocks and later converted back into electricity using thermophotovoltaic cells. This latest funding will accelerate the deployment of the startup’s first one megawatt hour demonstration plant.
The tropical storm that later became Hurricane María formed exactly eight years ago today and went on to lay waste to Puerto Rico’s aging electrical system. The grid remains fragile and expensive, with frequent outages and some of the highest rates in the U.S. on the hours when the power is accessible. That has spurred a boom in rooftop solar panels. Now more than 10% of the island’s electricity consumption comes from rooftop solar power. Data released by the grid operator LUMA Energy showed approximately 1.2 gigawatts of residential and commercial rooftop solar had been installed under Puerto Rico’s net-metering regulations as of June 2025. New analysis by the Institute for Energy Economics and Financial Analysis found that is equal to about 10.3% of Puerto Rico’s total power consumption — and that’s not counting any off-grid systems.
Republicans are more likely to accuse Democrats, and vice versa, but there are also some surprising areas of agreement.
Electricity is getting more expensive. In the past 12 months, electricity prices have increased more than twice as fast as overall inflation — and the most recent government inflation data, released last week, shows prices are continuing to rise.
The Trump administration knows that power bills are a political liability. In a recent interview with Politico, Energy Secretary Chris Wright affirmed that power prices were rising, but blamed the surge on “momentum” from Biden and Obama-era policies. “That momentum is pushing prices up right now,” he said. But the Trump administration, he continued, is “going to get blamed because we’re in office.”
Is he right? Who do Americans blame for rising power prices?
It might not be who you think.
A new Heatmap Pro poll of more than 3,700 registered voters across the United States finds that Americans tend to look beyond national politics for at least some of the causes of electricity price inflation.
When asked who they blame for rising power prices, Americans are more likely to say that rising energy demand, their local utility, and their state government are to blame than they are to cite the Trump or Biden administrations.
Americans also blame extreme weather and the oil and gas industry at least somewhat for electricity inflation. Only then do they blame a national political party.
Beyond those, other trendy national topics made only a dent in how Americans think about rising power prices. About 28% of Americans said that the construction of new data centers bears “a lot” of the blame for spiking power prices. Forty-three percent of Americans said that the data center buildout should get “a little” of the blame, and about a quarter of Americans said data centers were “not at all” responsible.
The renewable energy industry, which President Trump has claimed is causing the surge, also failed to get much traction among Americans. More than a third of respondents said that renewables were “not at all” responsible for rising electricity prices, while 27% said that they bore “a lot” of responsibility. At the same time, Americans aren’t pinning the increase on tariffs: 40% of registered voters said that in their view, the new trade levies were not the cause of higher bills.
In general, Americans aren’t wrong to look to their state government when thinking about their power bills. Although many states participate in regional electricity markets, electricity is primarily regulated at the state level by public utility commissioners. States really do bear more responsibility for power prices than they do over, say, the price of a loaf of bread — or a gallon of gasoline.
No matter their self-reported political affiliation, Americans still tend to blame their state government, rising demand, and their local utility for rising power bills.
But there are trends. Democrats, of course, are far more likely to blame the Trump administration and Republicans — as well as tariffs — for electricity inflation. Republicans likewise blame the Biden administration and Democrats in much greater numbers.
Nearly 80% of Republicans say the renewable energy industry bears some amount of blame for rising prices, although only 36% of GOP respondents said it bore “a lot” of responsibility. But more than half of Republicans also allocated “a lot” or “a little” blame to the oil and gas industry.
Some causes seemed to unite respondents across the parties. Roughly the same share of Democrats, Republicans, and independents said that the buildout of new data centers was putting upward pressure on power prices.
Independent voters turned to the same big three explanations as other registered voters. But they were much more likely to blame Trump, tariffs, and the oil industry than Republicans were. Only a little more than a quarter of independents said that the renewable energy industry bore “a lot” of the blame for power price spikes as well.
In my reporting, I’ve found that surging investment in the local distribution grid — literally, the small-scale poles, wires, and transformers that get electricity to businesses and households — is the biggest driver of rising power prices. Extreme weather, higher natural gas prices, and — in some markets — rising power demand, especially from data centers, also play a role.
Some experts blame those drivers of higher bills on underlying failures — such as too little oversight from state-level regulators or excessive investment from utilities — that show up in this poll result. But just at a mechanical level, many Americans did cite some of the same causes that utility researchers themselves do. Most Americans, for instance, said that extreme weather and especially “investments in the local electric grid” are driving rising bills, although they didn’t assign it the same prominence that I would. About three quarters of respondents said that those causes bore “a lot” or “a little” of the blame.
Of course, just because rising grid spending, extreme weather, and higher gas prices have driven electricity inflation so far doesn’t mean that they will continue to do so. The Energy Information Administration projects that demand will keep rising, especially if the artificial intelligence boom continues. The Trump administration’s decision to hike taxes on electricity equipment — via tariffs and recent changes in President Trump’s spending bill — may eventually push up costs as well. So too will the Trump administration’s regulatory war on some types of new electricity infrastructure, including offshore wind farms and long-distance transmission lines.
Those policies may eventually hit voters — and their wallets. But right now, Americans aren’t looking at Washington, D.C., when thinking about their power bills.
The Heatmap Pro poll of 3,741 American registered voters was conducted by Embold Research via text-to-web responses from August 22 to 29, 2025. The survey included interviews with Americans in all 50 states and Washington, D.C. The margin of sampling error is plus or minus 1.7 percentage points.
Interested in more exclusive polling and insights? Explore Heatmap Pro here.