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In the latest Heatmap Climate Poll, 35% of future EV buyers said the billionaire had actually made them more likely to purchase a Tesla.

In the weeks leading up to Elon Musk’s latest round of controversies, 27% percent of Americans who reported wanting to buy an EV in the future said that the billionaire’s behavior made them less likely to pick a Tesla, down from 36% who said the same in February. On the other hand, 35% of prospective EV buyers said that Musk had made them more likely to purchase a Tesla — a reversal of the results from the last time Heatmap took Americans’ temperature on the controversial CEO, when more people were put off by Musk’s behavior than swayed by him.
Heatmap’s new poll — which was conducted by Benenson Strategy Group between Nov. 6 and Nov. 13, 2023 — notably did not account for Musk’s latest scandal: reinstating Infowars founder and Newtown massacre denialist Alex Jones to the website formerly known as Twitter. The poll was also conducted days before Musk endorsed an anti-semitic post on X, leading to an advertiser exodus from the platform.
Still, since the last Heatmap poll in February, Americans have had plenty of time to see other negative headlines about Musk, including around his volatile ownership of X, his “outsize role in geopolitics, thanks to SpaceX,” his mockery of Ukrainian President Volodymyr Zelensky, and his public attacks on a disabled ex-employee, George Soros, and the Anti-Defamation League.
Even so, Tesla outsold its next 19 rival EV automakers combined, and by a wide margin, in the first six months of 2023, Reuters reports. And despite declining earnings, its shares have risen 94% so far this year, far outpacing the S&P 500. When trying to account for this resilience in the face of Musk’s parade of recent scandals, Platformer’s Casey Newton mused last week on The New York Times’ Hard Fork podcast that there might still be “a contingent of folks who want to believe that the Elon Musk of 2023 is the Elon Musk of 2013, and that he said a couple of kooky things here and there, but at his core, he’s billionaire genius, Tony Stark, savior of humanity.” But at the same time, he went on, this might be a “moment in the sun for Tesla” and “maybe a few years from now, we look back and we think, oh yeah, that’s when the wheels started to come off the wagon.”
Overall, Heatmap found that some 39% of Democrats and left-leaning Independents said Musk has made them less likely to look at a Tesla, a small drop from 44% who said the same in February. Only 17% of Republicans and right-leaning Independents said the same. Of all respondents surveyed, though, a plurality (46%) said Musk ultimately has “no impact” on their decision to buy or lease a Tesla, proving there apparently are some people lucky enough to not have to think about this guy.
Additionally, 35% of men but only 15% of women said that Musk has made them more likely to buy a Tesla. Make of that what you will!
The Heatmap Climate Poll of 1,000 American adults was conducted by Benenson Strategy Group via online panels from Nov. 6 to 13, 2023. The survey included interviews with Americans in all 50 states and Washington, D.C. The margin of sampling error is plus or minus 3.1 percentage points. You can read about our results here.
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The spinoff of Lawrence Livermore National Lab has a new 10-point plan to get onto the grid by the 2030s.
One of fusion energy’s newest startups, Inertia Enterprises, is betting that the fastest route to commercial fusion runs through one of the field’s oldest ideas. The company, which raised a $450 million Series A earlier this year, plans to build a power plant based on the laser-driven fusion system pioneered at Lawrence Livermore National Laboratory’s — the only tech yet to have produced more energy from a fusion reaction than it took to initiate it. Now, Inertia has shared its commercialization roadmap exclusively with Heatmap, detailing the 10 near-term capabilities it must demonstrate before this landmark experiment can become a grid-scale power plant by the mid-2030s.
The roadmap offers a route from the national lab’s impressive but commercially impractical fusion demonstrations to an economical power plant capable of producing electricity for the grid. At its core are a set of milestones — mostly aimed at developing cheap, mass-manufacturable components — that Inertia says it must clear before those individual systems can be integrated into a working plant. This road is not necessarily linear, however, as various teams will likely be working on many of these goals simultaneously.
At least the physics of Inertia’s approach are already proven, the startup’s CEO Jeff Lawson told me, pointing to the fusion experiments at Lawrence Livermore’s National Ignition Facility as a proof-of-concept. The lab’s demonstration of net energy gain caps more than six decades and $30 billion (in 2026 dollars) of U.S. fusion research. The remaining challenges, he argued, are all engineering-related, requiring “elbow grease, hard work, and smart people” rather than breakthroughs in fusion science.
"It seems to us like a startup or a commercial company of any variety should be focused on commercializing a proven scientific result, as opposed to actually trying to demonstrate the basic science to begin with," Lawson told me. Basic science, he argues, is better left to national labs and universities, where researchers can pursue "unbounded problems" that don’t align with the expectations and timelines of venture-backed startups.
Indeed, no fusion startup has yet achieved scientific breakeven, the milestone Lawrence Livermore first hit in 2022, and has since repeated numerous times. But leading players such as Commonwealth Fusion Systems and Helion Energy maintain that it’s only a matter of time before they validate the physics behind their own reactor designs, which they claim will be highly cost-competitive.
Lawson, on the other hand, readily acknowledged that Lawrence Livermore’s tech is uneconomical in its current form. His bet is simply that the more predictable path to a commercial reactor is to drive down the cost of the lab’s validated fusion approach, known as inertial confinement. This system relies on high-powered lasers firing at a millimeter-scale pellet of fusion fuel, compressing it to extreme temperatures and pressures until the atoms fuse. Today, the National Ignition Facility makes each individual fusion target by hand, a workable solution given that it only uses about a dozen per year.
That production model, however, isn’t remotely plausible for a grid-scale power plant. Because each fusion reaction lasts just a fraction of a billionth of a second, a commercial facility must fire its lasers at a fresh target about 10 times per second to generate continuous electricity — requiring the production of hundreds of millions of targets each year.
Scaling production to roughly a million pellets per day and making them inexpensive enough for commercial operation without compromising the strength or precision required for fusion ignition is central to Inertia’s roadmap. That includes goals five, seven, eight and nine — industrializing the manufacturing of the carbon shells that hold the fusion fuel, making the thin films that hold those carbon shells both durable and cheap, scaling up and automating fusion target assembly, and speeding up how fast targets are filled with the requisite deuterium-tritium fuel.
The other central focus of the roadmap is the laser system, which will ultimately consist of 1,000 individual units operating in concert to compress and heat the fusion fuel. Key priorities include reducing the system’s cost (goal two), dramatically increasing its firing cadence (goal three), and bolstering its durability to withstand high-intensity operations (goal four). Goal six also complements these efforts, calling for the development of a control system capable of tracking moving fusion targets to precisely align each laser shot.
Goals one and 10 bookend the journey with some broader milestones. The first focuses on increasing the fusion target’s energy gain — the ratio of fusion energy produced to laser energy delivered — to more than 25 times ignition. Today, the National Ignition Facility’s best-performing laser shot has yielded a gain of just over four times what it took to start the reaction. Goal 10 then zooms out to the ultimate objective: integrating all these technologies into a commercially viable power plant that can deliver either electricity or industrial heat to end customers.
To reach that point, Inertia has embarked on an industrial engineering hiring spree, recruiting folks with experience taking complex hardware systems from prototype to mass production, “not unlike the processes that are used in the semiconductor or consumer electronics world,” Lawson explained. The company has been making progress on its component development goals since the beginning of the year, he told me, and expects to announce the successful demonstration of a few of these milestones in the coming months. Lawson ultimately expects Inertia to complete the core components of its laser and target manufacturing systems by the middle of next year.
The team will spend the next two to three years integrating these individual pieces into two fully operational subsystems, a prototype laser system and a target manufacturing line. Around 2030, the company will begin combining those subsystems into a first-of-a-kind fusion power plant, which will also serve as the proving ground for the target chamber, tritium fuel breeding system, and power conversion system that turns fusion heat into electricity. By the middle of the next decade, Inertia aims to be generating power from this first plant, setting the stage for the company to build and connect additional grid-scale commercial power plants.
There are plenty of engineering trade-offs that the company will have to solve for. Take the decision around how to size the target chamber, for example. “If you make it bigger, your walls have an easier time and survive longer, but it’s more expensive. If you make it smaller, your walls have a tougher time because they’re closer to all the heat and energy that the fusion reaction is creating, but now your power plant costs less to build.”
But to Lawson, this represents exactly the type of problem Inertia was built to solve: complex engineering issues that come to the fore once scientists have demonstrated the fundamental physics are sound. He thinks other fusion companies may someday reach this stage, as well — though he’s unwilling to hazard a guess on exactly what approach or startup is best positioned to do so.
“There have been generations of scientists who’ve made their predictions about fusion energy and gotten it wrong,” he told me. “I’m not going to pretend to be smarter than them. All I’m here to say is, just knowing that one did work, we can commercialize it.”