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The South Korean automaker just opened an EV factory in Georgia. It’ll take a lot longer for others to catch up to Trump’s latest tariffs.

President Trump has introduced yet another round of tariffs that could upend the car industry. The newest volley in his trade war promises to slap an extra 25% tax onto any automobile imported into the U.S. It’s a measure meant to sound like a safeguard for American industry against foreign incursion. The reality, as usual, is a lot more complicated. These tariffs will punish many of the most promising EVs on the market, including those sold by Detroit.
The automotive toll of Trump’s tariffs was startling the last time around, when the administration said it would place a 25% tariffs on goods from Canada and Mexico, as well as 10% on Chinese imports. That proposal was particularly problematic for the car industry because automakers use a well-established North American production pipeline to reduce costs. Lots of vehicles, whether gasoline, electric, or hybrid, are built in Mexico before being sold in the United States, while plenty of auto parts manufacturing occurs in Canada.
On the electric side, that list of affected vehicles includes the Chevrolet Blazer EV and Equinox EV, as well as the Honda Prologue, which is based on a General Motors platform. All three are strong EV entries by legacy manufacturers trying to grab a chunk of the electric market as industry leader Tesla takes on water amid global rage at Elon Musk. But all three are manufactured at a GM plant in Mexico. So is the Mustang Mach-E, Ford’s flagship EV.
Heatmap has previously highlighted the Equinox, in particular, because the price of its entry-level version — around $35,000 before tax credits — makes it a compelling option for buyers who are shopping on price but interested in going electric. With a price marked up by 25%, it’s no longer competitive with gasoline-powered rivals. The Prologue has found an impressive niche in the market, especially for the many buyers who were waiting for a Honda-badged EV. But its broad appeal may not survive such a markup.
The newest Trump maneuver, a tariff on cars imported from any foreign country, creates another layer of economic chaos for EVs. These rules would target Japanese-made electric cars like the Toyota bZ4x and Subaru Solterra, German-built ones like those from BMW and Mercedes-Benz, and plenty more. Hyundai’s Kona EV, one of the more affordable electric models, is built abroad. Volkswagen moved assembly of its ID.4 electric crossover to Tennessee, but the ID.Buzz, the battery-powered revival of the classic VW bus, is not made in the USA.
Many of those foreign-owned companies were already moving manufacturing to the United States for basic economic reasons, and also to conform to the rules the Biden administration put in place governing eligibility for the $7,500 EV tax credit, which require that many key parts be sourced at home. Toyota and Honda have opened American plants; so have the German automakers. This could help them adjust to a new and convoluted reality. Hyundai’s new Georgia “metaplant” just opened and will produce the Korean automaker’s Ioniq 5 and Ioniq 9 EV crossovers. Its partner brand, Kia, makes the EV6 and EV9 in West Point, Georgia. These Southern factories will have a huge impact on the Korean brands’ ability to survive Trump-era tariffs and maintain their position as the biggest EV challengers to Tesla.
Trump ally Elon Musk stands to benefit most from this move, since Tesla does most of its manufacturing in the United States. Teslas aren’t 100% American; Musk estimates that 20% of what goes into his EVs comes from Mexico, and that the impact of Trump tariffs on Tesla is “not trivial.” This is a dodge. Yes, Tesla would be impacted by the 25% tariffs, but much less so than its rivals. It’s a bit like the EV price wars of a couple years ago, when Musk kept cutting the prices of his cars because he knew how hard it would be for legacy competitors to keep pace. It’s okay to take a punch if your enemies take a bigger one.
The question looming over all of Tesla’s rivals is how to survive this ever-shifting landscape of tariffs and penalties. Changes in the car industry are a long time in the making: It takes years to bring a new vehicle to fruition, to build a new factory, or to retool an old plant so it can manufacture a different vehicle. GM has spent years refitting a Kansas factory that once built the now-retired Chevy Malibu for the purpose of making the revived Bolt EV coming in 2026. It cannot, at the drop of a hat, suddenly begin to source and build the Equinox EV entirely within the borders of the United States of America. That’s why you’ll see plenty of lobbying over the course of the next month as the car industry tries to convince the administration to back off — or, if not that, to at least give their company a tariff exemption.
The impact for potential EV buyers is clear. New car prices will soar by thousands of dollars with Trump tariffs in place. That will be particularly troublesome for EVs, which are staring down the prospect of this administration trying to remove federal tax credits for Americans who buy electric. Used cars — the pathway to EV ownership for those who can’t afford the steep price tag of a new one — will get more expensive, too, thanks to rising demand from those priced out of new vehicles. If you really want to get into an EV, the best bet might be to act right now before any of this madness takes effect in April.
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The fourth-generation gas-cooled reactor company ZettaJoule is setting up shop at an unnamed university.
The appeal of next-generation nuclear technology is simple. Unlike the vast majority of existing reactors that use water, so-called fourth-generation units use coolants such as molten salt, liquid metal, or gases that can withstand intense heat such as helium. That allows the machines to reach and maintain the high temperatures necessary to decarbonize industrial processes, which currently only fossil fuels are able to reach.
But the execution requirements of these advanced reactors are complex, making skepticism easy to understand. While the U.S., Germany, and other countries experimented with fourth-generation reactors in earlier decades, there is only one commercial unit in operation today. That’s in China, arguably the leader in advanced nuclear, which hooked up a demonstration model of a high-temperature gas-cooled reactor to its grid two years ago, and just approved building another project in September.
Then there’s Japan, which has been operating its own high-temperature gas-cooled reactor for 27 years at a government research site in Ibaraki Prefecture, about 90 minutes north of Tokyo by train. Unlike China’s design, it’s not a commercial power reactor. Also unlike China’s design, it’s coming to America.
Heatmap has learned that ZettaJoule, an American-Japanese startup led by engineers who worked on that reactor, is now coming out of stealth and laying plans to build its first plant in Texas.
For months, the company has quietly staffed up its team of American and Japanese executives, including a former U.S. Nuclear Regulatory Commission official and a high-ranking ex-administrator from the industrial giant Mitsubishi. It’s now preparing to decamp from its initial home base in Rockville, Maryland, to the Lone Star State as it prepares to announce its debut project at an as-yet-unnamed university in Texas.
“We haven’t built a nuclear reactor in many, many decades, so you have only a handful of people who experienced the full cycle from design to operations,” Mitsuo Shimofuji, ZettaJoule’s chief executive, told me. “We need to complete this before they retire.”
That’s where the company sees its advantage over rivals in the race to build the West’s first commercial high-temperature gas reactor, such as Amazon-backed X-energy or Canada’s StarCore nuclear. ZettaJoule’s chief nuclear office, Kazuhiko Kunitomi, oversaw the construction of Japan’s research reactor in the 1990s. He’s considered Japan’s leading expert in high-temperature gas reactors.
“Our chief nuclear officer and some of our engineers are the only people in the Western world who have experience of the whole cycle from design to construction to operation of a high temperature gas reactor,” Shimofuji said.
Like X-energy’s reactor, ZettaJoule’s design is a small modular reactor. With a capacity of 30 megawatts of thermal output and 12 megawatts of electricity, the ZettaJoule reactor qualifies as a microreactor, a subcategory of SMR that includes anything 20 megawatts of electricity or less. Both companies’ reactors will also run on TRISO, a special kind of enriched uranium with cladding on each pellet that makes the fuel safer and more efficient at higher temperatures.
While X-energy’s debut project that Amazon is financing in Washington State is a nearly 1-gigawatt power station made up of at least a dozen of the American startup’s 80-megawatt reactors, ZettaJoule isn’t looking to generate electricity.
The first new reactor in Texas will be a research reactor, but the company’s focus is on producing heat. The reactor already working in Japan, which produces heat, demonstrates that the design can reach 950 degrees Celsius, roughly 25% higher than the operating temperature of China’s reactor.
The potential for use in industrial applications has begun to attract corporate partners. In a letter sent Monday to Ted Garrish, the U.S. assistant secretary of energy in charge of nuclear power — a copy of which I obtained — the U.S. subsidiary of the Saudi Arabian oil goliath Aramco urged the Trump administration to support ZettaJoule, and said that it would “consider their application to our operations” as the technology matures. ZettaJoule is in talks with at least two other multinational corporations.
The first new reactor ZettaJoule builds won’t be identical to the unit in Japan, Shimofuji said.
“We are going to modernize this reactor together with the Japanese and U.S. engineering partners,” he said. “The research reactor is robust and solid, but it’s over-engineered. What we want to do is use the safety basis but to make it more economic and competitive.”
Once ZettaJoule proves its ability to build and operate a new unit in Texas, the company will start exporting the technology back to Japan. The microreactor will be its first product line.
“But in the future, we can scale up to 20 times bigger,” Shimofuji said. “We can do 600 megawatts thermal and 300 megawatts electric.”
Another benefit ZettaJoule can tap into is the sweeping deal President Donald Trump brokered with Japanese Prime Minister Sanae Takaichi in October, which included hundreds of billions of dollars for new reactors of varying sizes, including the large-scale Westinghouse AP1000. That included financing to build GE Vernova Hitachi Nuclear Energy’s 300-megawatt BWRX-300, one of the West’s leading third-generation SMRs, which uses a traditional water-cooled design.
Unlike that unit, however, ZettaJoule’s micro-reactor is not a first-of-a-kind technology, said Chris Gadomski, the lead nuclear analyst at the consultancy BloombergNEF.
“It’s operated in Japan for a long, long time,” he told me. “So that second-of-a-kind is an attractive feature. Some of these companies have never operated a reactor. This one has done that.”
A similar dynamic almost played out with large-scale reactors more than two decades ago. In the late 1990s, Japanese developers built four of GE and Hitachi’s ABWR reactor, a large-scale unit with some of the key safety features that make the AP1000 stand out compared to its first- and second-generation predecessors. In the mid 2000s, the U.S. certified the design and planned to build a pair in South Texas. But the project never materialized, and America instead put its resources into Westinghouse’s design.
But the market is different today. Electricity demand is surging in the near term from data centers and in the long term from electrification of cars and industry. The need to curb fossil fuel consumption in the face of worsening climate change is more widely accepted than ever. And China’s growing dominance over nuclear energy has rattled officials from Tokyo to Washington.
“We need to deploy this as soon as possible to not lose the experienced people in Japan and the U.S.,” Shimofuji said. “In two or three years time, we will get a construction permit ideally. We are targeting the early 2030s.”
If every company publicly holding itself to that timeline is successful, the nuclear industry will be a crowded field. But as history shows, those with the experience to actually take a reactor from paper to concrete may have an advantage.
It’s now clear that 2026 will be big for American energy, but it’s going to be incredibly tense.
Over the past 365 days, we at The Fight have closely monitored numerous conflicts over siting and permitting for renewable energy and battery storage projects. As we’ve done so, the data center boom has come into full view, igniting a tinderbox of resentment over land use, local governance and, well, lots more. The future of the U.S. economy and the energy grid may well ride on the outcomes of the very same city council and board of commissioners meetings I’ve been reporting on every day. It’s a scary yet exciting prospect.
To bring us into the new year, I wanted to try something a little different. Readers ask me all the time for advice with questions like, What should I be thinking about right now? And, How do I get this community to support my project? Or my favorite: When will people finally just shut up and let us build things? To try and answer these questions and more, I wanted to give you the top five trends in energy development (and data centers) I’ll be watching next year.
The best thing going for American renewable energy right now is the AI data center boom. But the backlash against developing these projects is spreading incredibly fast.
Do you remember last week when I told you about a national environmental group calling for data center moratoria across the country? On Wednesday, Senator Bernie Sanders called for a nationwide halt to data center construction until regulations are put in place. The next day, the Working Families Party – a progressive third party that fields candidates all over the country for all levels of government – called for its candidates to run in opposition to new data center construction.
On the other end of the political spectrum, major figures in the American right wing have become AI skeptics critical of the nascent data center buildout, including Florida Governor Ron DeSantis, Missouri Senator Josh Hawley, and former Trump adviser Steve Bannon. These figures are clearly following the signals amidst the noise; I have watched in recent months as anti-data center fervor has spread across Facebook, with local community pages and groups once focused on solar and wind projects pivoting instead to focus on data centers in development near them.
In other words, I predicted just one month ago, an anti-data center political movement is forming across the country and quickly gaining steam (ironically aided by the internet and algorithms powered by server farms).
I often hear from the clean energy sector that the data center boom will be a boon for new projects. Renewable energy is the fastest to scale and construct, the thinking goes, and therefore will be the quickest, easiest, and most cost effective way to meet the projected spike in energy demand.
I’m not convinced yet that this line of thinking is correct. But I’m definitely sure that no matter the fuel type, we can expect a lot more transmission development, and nothing sparks a land use fight more easily than new wires.
Past is prologue here. One must look no further than the years-long fight over the Piedmont Reliability Project, a proposed line that would connect a nuclear power plant in Pennsylvania to data centers in Virginia by crossing a large swathe of Maryland agricultural land. I’ve been covering it closely since we put the project in our inaugural list of the most at-risk projects, and the conflict is now a clear blueprint.
In Wisconsin, a billion-dollar transmission project is proving this thesis true. I highly recommend readers pay close attention to Port Washington, where the release of fresh transmission line routes for a massive new data center this week has aided an effort to recall the city’s mayor for supporting the project. And this isn’t even an interstate project like Piedmont.
While I may not be sure of the renewable energy sector’s longer-term benefits from data center development, I’m far more confident that this Big Tech land use backlash is hitting projects right now.
The short-term issue for renewables developers is that opponents of data centers use arguments and tactics similar to those deployed by anti-solar and anti-wind advocates. Everyone fighting data centers is talking about ending development on farmland, avoiding changes to property values, stopping excess noise and water use, and halting irreparable changes to their ways of life.
Only one factor distinguishes data center fights from renewable energy fights: building the former potentially raises energy bills, while the latter will lower energy costs.
I do fear that as data center fights intensify nationwide, communities will not ban or hyper-regulate the server farms in particular, but rather will pass general bans that also block the energy projects that could potentially power them. Rural counties are already enacting moratoria on solar and wind in tandem with data centers – this is not new. But the problem will worsen as conflicts spread, and it will be incumbent upon the myriad environmentalists boosting data center opponents to not accidentally aid those fighting zero-carbon energy.
This week, the Bureau of Land Management approved its first solar project in months: the Libra facility in Nevada. When this happened, I received a flood of enthusiastic and optimistic emails and texts from sources.
We do not yet know whether the Libra approval is a signal of a thaw inside the Trump administration. The Interior Department’s freeze on renewables permitting decisions continues mostly unabated, and I have seen nothing to indicate that more decisions like this are coming down the pike. What we do know is that ahead of a difficult midterm election, the Trump administration faces outsized pressure to do more to address “affordability,” Democrats plan to go after Republicans for effectively repealing the Inflation Reduction Act and halting permits for solar and wind projects, and there’s a grand bargain to be made in Congress over permitting reform that rides on an end to the permitting freeze.
I anticipate that ahead of the election and further permitting talks in Congress, the Trump administration will mildly ease its chokehold on solar and wind permits because that is the most logical option in front of them. I do not think this will change the circumstances for more than a small handful of projects sited on federal lands that were already deep in the permitting process when Trump took power.
It’s impossible to conclude a conversation about next year’s project fights without ending on the theme that defined 2025: battery fire fears are ablaze, and they’ll only intensify as data centers demand excess energy storage capacity.
The January Moss Landing fire incident was a defining moment for an energy sector struggling to grapple with the effects of the Internet age. Despite bearing little resemblance to the litany of BESS proposals across the country, that one hunk of burning battery wreckage in California inspired countless communities nationwide to ban new battery storage outright.
There is no sign this trend will end any time soon. I expect data centers to only accelerate these concerns, as these facilities can also catch fire in ways that are challenging to address.
Plus a resolution for Vineyard Wind and more of the week’s big renewables fights.
1. Hopkins County, Texas – A Dallas-area data center fight pitting developer Vistra against Texas attorney general Ken Paxton has exploded into a full-blown political controversy as the power company now argues the project’s developer had an improper romance with a city official for the host community.
2. La Plata County, Colorado – This county has just voted to extend its moratorium on battery energy storage facilities over fire fears.
3. Dane County, Wisconsin – The city of Madison appears poised to ban data centers for at least a year.
4. Goodhue County, Minnesota – The Minnesota Center for Environmental Advocacy, a large environmentalist organization in the state, is suing to block a data center project in the small city of Pine Island.
5. Hall County, Georgia – A data center has been stopped down South, at least for now.
6. Dukes County, Massachusetts – The fight between Vineyard Wind and the town of Nantucket seems to be over.