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If not, it has a big problem — because that’s still how it makes money.
We may never get a super affordable Tesla.
The electric-car maker has canceled its longstanding plan to build a $25,000 vehicle, usually called the Model 2, Reuters reported on Friday, killing a product that was — until today — thought to be central to the company’s growth.
Heatmap was unable to independently confirm Reuters’ reporting. Tesla does not have a traditional communications office, and an email to a generic press address went unanswered. Tesla’s stock was down more than 3% when markets closed.
But the cancellation, if true, is an earthquake. For years, Tesla has told investors that its path to becoming a mass-market auto brand ran through building ever-cheaper cars. At the center of that story was Tesla’s forthcoming $25,000 car, an accessible vehicle that would allow electric vehicles to compete with the cheapest gas-powered new cars on price.
But with the $25,000 car canceled, Tesla’s future as a car company is now a question mark.
Tesla has denied the reporting. In a post on the social network X, Elon Musk said: “Reuters is lying (again).” He later added: “Reuters is dying.”
Musk is not nearly as trustworthy as a normal CEO might be: He has a long history of posting evasions and untruths. The Reuters story cites internal emails and memos from Tesla substantiating the cancellation. According to the report, Tesla’s managers told employees and outside suppliers to stop all work on the project in early March. The company is still planning to build a self-driving “robotaxi,” the story said, an electric car with no steering wheel that will work entirely on the carmaker’s Full Self Driving technology and which was supposed to be built on the same platform as the Model 2. Several hours after the story’s release, Musk claimed on X that the robotaxi would debut on August 8.
But with the robotaxi lies Tesla’s first big problem. The Full Self Driving software is plagued with problems and is generally not thought to be safe for full-time operation; after a recall last year, Tesla now counsels owners that the driving software should be “supervised.” Earlier this year, The Washington Post reported that a Tesla recruiter was using the Full Self Driving feature when his car ran off the road and struck a tree, killing him, in Colorado in 2022.
Teslas, in other words, are not fully self-driving, and it’s not clear that with their current autonomous technology — which relies entirely on cameras and computer vision — they ever will be. (Alphabet’s successfully self-driving Waymos, which are already on the road in California and Arizona, use a more expensive setup that requires Lidar sensors and GPS maps.) Those technological shortcomings raise fairly obvious questions about how viable a robotaxi without a steering wheel might actually be.
For years, observers could talk themselves into ignoring those problems because the mass-market Model 2 was on its way. Tesla seemed to have struck some kind of internal bargain whereby it would try to build a hyper-affordable electric car (the project that seemed to motivate many non-Musk employees) on the same chassis and platform that it would use for the robotaxi (the project that clearly motivates Musk). With the cheap car canceled, however, only the problematic robotaxi remains. One way to read the canceled Model 2, in other words, is that Musk has taken total control over the company’s strategic planning and no longer cares to hedge any of his bets.
That’s a critical problem for Tesla, because Musk holds lots of jobs. He is the CEO and product architect at Tesla; the CEO and chief engineer at SpaceX; the owner, CTO, and executive chairman at X; and the founder or cofounder of the Boring Company, xAI, and Neuralink. At best, Musk has been distracted. The mainstays of Tesla’s line-up — the Model 3, Model Y, and Model X — have gone years without a major update. The Cybertruck went on sale last year, but Tesla has struggled to scale up its production; Musk has gone so far as to say that “we dug our own grave” with the Cybertruck. On top of that, the stainless steel behemoth isn’t exactly new: It debuted in 2019, just a few months after Tesla announced the Model Y crossover.
That aging line-up has started to hit Tesla’s financials. From January to March, it sold only 386,810 vehicles, many fewer than analysts expected and 9% below what it sold during the same period a year earlier. It also produced 47,000 more cars than it sold, suggesting that it is beginning to hit the limits of consumer demand for its current menu of cars. Now, it has seemingly canceled the cheapest product in its pipeline, suggesting that it will need to survive for several more years with no new toys to speak of.
“For four to five years, they haven’t worked on anything that they plan to put out. For a car company, you don’t see that,” Corey Cantor, an EV analyst at the market research firm BNEF, told me.
That failure will reverberate around the world. For now, it means that the entry-level electric vehicle market remains securely in the hands of Chinese companies. The vertically integrated automaker BYD has grabbed headlines and terrified Detroit with its $9,000 electric Seagull hatchback, but it is only one of many potential firms vying in the space. The Chinese smartphone maker Xiaomi says that it has received more than 100,000 orders for its $29,000 SU7 sedan, which debuted last week. The Chinese automakers Nio, Geely, and Great Wall have their own electric models. Without a sub-$30,000 Tesla, these electric models will compete — for now — primarily with gas-burning sedans like the Toyota Camry or Honda Civic.
In the American car market, where almost no Chinese brands operate, the consequences will be different. According to BNEF’s analysis, a big share of the new car market will be won by whatever company can sell an EV for $30,000 to $37,000, Cantor told me. “There’s basically 36% of the market that [Tesla] is unable to reach today,” because it doesn’t sell a Model 3 for much less than $38,000, Cantor said. (Going below $30,000 unlocks only a final 13% of the market, he said.)
Hyundai and Kia, which when taken together make up the country’s No. 2 best-selling EV brand, will be able to grab even more market share from Tesla. (Why treat them as one entity? Hyundai owns 40% of Kia, and the companies collaborate closely on vehicle design and engineering.) Hyundai already sells the market’s cheapest electric SUV, the Kona Electric, which starts at $34,050. Tesla’s Model Y crossover, by comparison, is $37,490 after a federal tax credit is applied. When Kia opens a factory in Georgia later this year, it should qualify for more tax credits, potentially letting it sell a car approaching the $30,000 mark.
Tesla may still be planning to drive down the cost of its Model 3 sedan, which today starts at $38,990. But the fact that Hyundai and Kia exist, frankly, somewhat blunts what Tesla’s failure means for decarbonization. Although it would of course be good for more companies to sell uber-accessible EVs, the marketplace should have options even if Tesla stumbles.
So perhaps the biggest question is what lies ahead for Tesla as a company. With a market cap of half a trillion dollars, even after multiple substantial sell-offs, Tesla remains the world’s most valuable car company; it is priced like a tech company, with its shares selling for 38 times its earnings. (Ford’s stock, by comparison, is a mere 12 times the size of its earnings.)
Adam Jonas, an analyst at Morgan Stanley, has argued that Tesla will evolve away from being a car company; its energy storage and charging businesses seem to be going decently. For his sake, Musk has described the company as between “two waves” of growth, with the next big swell coming next year as new cars go on sale.
But far more concerning, Cantor said, is the possibility that Tesla finds itself stranded between two business strategies. Tesla no longer has the prestige of a luxury brand like Mercedes or BMW, and its purportedly high-end Model S can’t match the specs of a Lucid Air or Porsche Taycan sedan. If it can’t compete with a low-margin, more volume-oriented carmaker like Toyota, Volkswagen, or BYD, either, it might soon be stuck in the middle of the EV market, defending an eye-watering share price with no new arrows in its quiver. Anyone in that position might be expected to have some range anxiety.
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Current conditions: Thousands are without power and drinking water in the French Indian Ocean territory of Réunion after Tropical Cyclone Garance made landfall with the strength of a Category 2 hurricane • A severe weather outbreak could bring tornadoes to southern states early next week • It’s 44 degrees Fahrenheit and sunny in Washington, D.C., where Ukrainian President Volodymyr Zelenskyy will meet with President Trump today to sign a minerals deal.
The 16th United Nations Biodiversity Conference, known as COP16, ended this week with countries agreeing on a crucial roadmap for directing $200 billion a year by 2030 toward protecting nature and halting global biodiversity loss. Developed nations are urged to double down on their goal to mobilize $20 billion annually for conservation in developing countries this year, rising to $30 billion by 2030. The plan also calls for further study on the relationships between nature conservation and debt sustainability. “The compromise proved countries could still bridge their differences and work together for the sake of preserving the planet, despite a fracturing world order and the dramatic retreat of the United States from international green diplomacy and foreign aid under President Donald Trump,” wrote Louise Guillot at Politico. The decision was met with applause and tears from delegates. One EU delegate said they were relieved “about the positive signal that this sends to other ongoing negotiations on climate change and plastics that we have.”
The Trump administration yesterday fired hundreds of workers across the National Oceanic and Atmospheric Administration and the National Weather Service, key agencies responsible for monitoring the changing climate and communicating extreme weather threats. The National Hurricane Center and the Tsunami Warning Center both operate under NOAA, and the layoffs come ahead of the upcoming hurricane season. “People nationwide depend on NOAA for free, accurate forecasts, severe weather alerts, and emergency information,” said Democratic Rep. Jared Huffman, the ranking member of the House Natural Resources Committee. “Purging the government of scientists, experts, and career civil servants and slashing fundamental programs will cost lives.” A federal judge yesterday temporarily blocked the administration’s mass firings of federal workers, so the status of those affected in this latest round is unclear. Somewhat relatedly, Heatmap’s Jael Holzman reports that the Nature Conservancy, an environmental nonprofit, was told by NOAA it had to rename a major conservation program as the “Gulf of America” or else lose federal funding.
The FBI reportedly has been questioning Environmental Protection Agency employees about $20 billion in climate and clean energy grants approved under the Biden administration, which EPA Administrator Lee Zeldin has insisted were issued hastily and without oversight. According toThe Washington Post, the Justice Department has asked several U.S. attorneys to submit warrant requests or launch grand jury investigations, but those efforts have been rejected due to lack of evidence or “reasonable belief that a crime occurred.” “It’s certainly unusual for any case to involve two different U.S. attorney offices declining a case for lack of probable cause and to have the Department of Justice continue to shop it,” Stefan D. Cassella, a former federal prosecutor, told the Post. Several nonprofits said their Citibank accounts holding the funding have been frozen without explanation.
Some Democratic states are apparently freezing out Tesla in response to Elon Musk’s political maneuvers within the Trump administration. Tesla operates on a direct-to-consumer sales model, so it doesn’t have to go through dealerships. More than 25 states ban or restrict direct EV sales in some way. The company has been lobbying to get permission to sell directly in these states, but some Democratic lawmakers are “disgusted” by Musk’s moves in Washington and are rebuffing lobbyists or dropping their support for proposed legislation allowing direct sales.
Apple is in trouble for claiming some of its Apple Watches are “carbon neutral.” A group of customers are suing the company after learning its claims relied on carbon offsetting projects in protected national parks or heavily forested areas, instead of “genuine” carbon reductions. “The carbon reductions would have occurred regardless of Apple’s involvement or the projects’ existence,” the plaintiffs said in their complaint. “Because Apple’s carbon neutrality claims are predicated on the efficacy and legitimacy of these projects, Apple’s carbon neutrality claims are false and misleading.” The lawsuit seeks damages, as well as an injunction that prevents Apple from using the carbon neutral claim to market its watches. Apple has a goal of net-zero carbon emissions by 2030.
Researchers in Amsterdam have examined the nests of birds known as common coots and discovered plastic items dating back to the 1990s, including a McDonald’s McChicken wrapper from 1996, and a Mars wrapper promoting the 1994 USA FIFA World Cup. “History is not only written by humans,” said Auke-Florian Hiemstra, who led the research. “Nature, too, is keeping score.”
Auke-Florian Hiemstra
Did a battery plant disaster in California spark a PR crisis on the East Coast?
Battery fire fears are fomenting a storage backlash in New York City – and it risks turning into fresh PR hell for the industry.
Aggrieved neighbors, anti-BESS activists, and Republican politicians are galvanizing more opposition to battery storage in pockets of the five boroughs where development is actually happening, capturing rapt attention from other residents as well as members of the media. In Staten Island, a petition against a NineDot Energy battery project has received more than 1,300 signatures in a little over two months. Two weeks ago, advocates – backed by representatives of local politicians including Rep. Nicole Mallitokis – swarmed a public meeting on the project, getting a local community board to vote unanimously against the project.
According to Heatmap Pro’s proprietary modeling of local opinion around battery storage, there are likely twice as many strong opponents than strong supporters in the area:
Heatmap Pro
Yesterday, leaders in the Queens community of Hempstead enacted a year-long ban on BESS for at least a year after GOP Rep. Anthony D’Esposito, other local politicians, and a slew of aggrieved residents testified in favor of a moratorium. The day before, officials in the Long Island town of Southampton said at a public meeting they were ready to extend their battery storage ban until they enshrined a more restrictive development code – even as many energy companies testified against doing so, including NineDot and solar plus storage developer Key Capture Energy. Yonkers also recently extended its own battery moratorium.
This flurry of activity follows the Moss Landing battery plant fire in California, a rather exceptional event caused by tech that was extremely old and a battery chemistry that is no longer popular in the sector. But opponents of battery storage don’t care – they’re telling their friends to stop the community from becoming the next Moss Landing. The longer this goes on without a fulsome, strident response from the industry, the more communities may rally against them. Making matters even worse, as I explained in The Fight earlier this year, we’re seeing battery fire concerns impact solar projects too.
“This is a huge problem for solar. If [fires] start regularly happening, communities are going to say hey, you can’t put that there,” Derek Chase, CEO of battery fire smoke detection tech company OnSight Technologies, told me at Intersolar this week. “It’s going to be really detrimental.”
I’ve long worried New York City in particular may be a powder keg for the battery storage sector given its omnipresence as a popular media environment. If it happens in New York, the rest of the world learns about it.
I feel like the power of the New York media environment is not lost on Staten Island borough president Vito Fossella, a de facto leader of the anti-BESS movement in the boroughs. Last fall I interviewed Fossella, whose rhetorical strategy often leans on painting Staten Island as an overburdened community. (At least 13 battery storage projects have been in the works in Staten Island according to recent reporting. Fossella claims that is far more than any amount proposed elsewhere in the city.) He often points to battery blazes that happen elsewhere in the country, as well as fears about lithium-ion scooters that have caught fire. His goal is to enact very large setback distance requirements for battery storage, at a minimum.
“You can still put them throughout the city but you can’t put them next to people’s homes – what happens if one of these goes on fire next to a gas station,” he told me at the time, chalking the wider city government’s reluctance to capitulate on batteries to a “political problem.”
Well, I’m going to hold my breath for the real political problem in waiting – the inevitable backlash that happens when Mallitokis, D’Esposito, and others take this fight to Congress and the national stage. I bet that’s probably why American Clean Power just sent me a notice for a press briefing on battery safety next week …
And more of the week’s top conflicts around renewable energy.
1. Queen Anne’s County, Maryland – They really don’t want you to sign a solar lease out in the rural parts of this otherwise very pro-renewables state.
2. Logan County, Ohio – Staff for the Ohio Power Siting Board have recommended it reject Open Road Renewables’ Grange Solar agrivoltaics project.
3. Bandera County, Texas – On a slightly brighter note for solar, it appears that Pine Gate Renewables’ Rio Lago solar project might just be safe from county restrictions.
Here’s what else we’re watching…
In Illinois, Armoracia Solar is struggling to get necessary permits from Madison County.
In Kentucky, the mayor of Lexington is getting into a public spat with East Kentucky Power Cooperative over solar.
In Michigan, Livingston County is now backing the legal challenge to Michigan’s state permitting primacy law.