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Why Patagonia, REI, and just about every other gear retailer are going PFAS-free.

Hiking gear exists so that, when nature tries to kill you, it is a little less likely to succeed. Sometimes this gear’s life-saving function is obvious — a Nalgene to carry extra water so you don’t die of thirst, or a fist-sized first-aid kit so you don’t bleed to death — while other things you don’t necessarily purchase with the thought that they might one day save your life. Like, say, a small Swiss Army Knife. Or, in my case, a raincoat.
Last summer, on a casual day hike in Mount Rainier National Park, my family was overtaken by a storm that, quite literally, rose up out of nowhere. It had been a sunny, clear day when we left the parking lot; at four miles in, we were being lashed by hail and gale-force winds on an exposed alpine trail, with no trees or boulders nearby for shelter.
Then, one member of our hiking party tripped.
In the split second before she stood up and confirmed she could walk out on her own, my mind raced through what I had in my pack. Stupidly, I had nothing to assemble a makeshift shelter, no warmer layers. But I did have my blue waterproof rainshell. In weather as extreme as the storm off Rainier that day, keeping dry is essential; if we’d had to wait out the rain due to a broken ankle, we’d have become soaked and hypothermic long before help arrived. My raincoat, I realized during those terrifying seconds, could save my life.
But what made my raincoat so trustworthy that day on the mountain could also, in theory, kill me — or, more likely, kill or sicken any of the thousands of people who live downstream of the manufacturers that make waterproofing chemicals and the landfills where waterproof clothing is incinerated or interred. Outdoor apparel is typically ultraprocessed and treated using perfluoroalkyl and poly-fluoroalkyl substances, a class of water- and stain-resistant “forever chemicals” that are more commonly referred to as PFAS (pronounced “pee-fass”). After decades of work by environmental groups and health advocates, states and retailers are finally banning the sale of textiles that have been treated with the chemicals, which in the outdoor industry often manifest in the form of Gore-Tex membranes or “durable water repellent” treatments.
These bans are fast approaching: Beginning in 2025 — less than 12 months from now — California will forbid the sale of most PFAS-treated textiles; New York will restrict them in apparel; and Washington will regulate stain- and waterproofing treatments, with similar regulations pending or approved in a number of other states. Following pressure from activists, the nation’s largest outdoor retailer, REI, also announced last winter that it will ban PFAS in all the textile products and cookware sold in its stores starting fall 2024; Dick’s Sporting Goods will also eliminate PFAS from its brand-name clothing.
This will upend the outdoor apparel industry. Some of the best coats in the world — legendary gear like Arc’teryx’s Beta AR and the traditional construction of the Patagonia Torrentshell — use, or until recently used, PFAS in their waterproofing processes or in their jackets’ physical membranes. Though the bans frequently allow vague, temporary loopholes for gear intended for “extreme wet conditions” or “expeditions,” such exceptions will be closed off by the end of the 2020s. (Patagonia has “committed to making all membranes and water-repellent finishes without [PFAS] by 2025,” Gin Ando, a spokesperson for the company, told me; Arc’teryx spokesperson Amy May shared that the company is “committed to moving towards PFAS-free materials in its products.”)
Even if you aren’t buying expedition-level gear, your closet almost certainly contains PFAS. A 2022 study by Toxic-Free Future found the chemicals in nearly 75% of products labeled as waterproof or stain-resistant. Another study found that the concentration of fluorotelomer alcohols, which are used in the production of PFAS, was 30 times higher inside stores that sold outdoor clothing than in other workplaces.
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The reason outdoor companies have historically loved PFAS so much is simple: The chemicals are unrivaled in their water repellency. PFAS are manufactured chains of fluorine-carbon bonds that are incredibly difficult to break (the precise number of carbons is also used in the naming process, which is why you’ll hear them called “C8” or “C6,” sometimes, as well). Because of this strong bond, other molecules slip off when they come into contact with the fluorine-carbon chain; you can observe this in a DIY test at home by dripping water onto a fabric and watching it roll off, leaving your garment perfectly dry.
It is also because of this bond that PFAS are so stubbornly persistent — in the environment, certainly, but also in us. An estimated 98% to 99% of people have traces of PFAS in their bodies. Researchers have found the molecules in breast milk, rainwater, and Antarctica’s snow. We inhale them in dust and drink them in our tap water, and because they look a little like a fatty acid to our bodies, they can cause health problems that we’re only beginning to grasp. So far, PFAS have been linked to kidney and testicular cancer, decreased fertility, elevated cholesterol, weight gain, thyroid disease, the pregnancy complication pre-eclampsia, increased risk of preterm birth and low birth weight, hormone interference, and reduced vaccine response in children.
Chemical companies and industry groups often argue that certain PFAS are demonstrably worse than others; the so-called “long-chain” molecules, for instance, are thought to have higher bioaccumulation and toxicity potential, and have mostly been replaced by “short-chain” molecules. But as Arlene Blum, a pioneering mountaineer and the founder of the Green Science Policy Institute, an environmental advocacy organization that opposes PFAS, told me, “in all the cases that we’ve studied,” forever chemicals have been found “to be harmful in one way or another,” whether they’re short or long.
From a health perspective, the good news is that activists are winning. While initial efforts to protect humans and the environment from PFAS in the mid-2000s resulted only in the voluntary phase-out of long-chain chemicals like PFOA and PFOS, the new laws target the entire class of thousands of compounds to prevent an ongoing game of whack-a-mole with chemical manufacturers. (A recent report by The Guardian found that the chemical industry spent $110 million in the last two U.S. election cycles trying to thwart or slow the various bans.) Public pressure campaigns mounted against ostensibly sustainability-minded companies like REI have prompted store-initiated PFAS bans that will also influence future gear sold in the United States. (REI was long a PFAS laggard, and was even hit in 2022 with a class-action lawsuit over allegedly marketing PFAS-containing clothes as “sustainable.” The company declined to comment for this story. Dick’s Sporting Goods did not respond to requests for comment.)
But as the days tick closer to the first PFAS bans coming into effect in stores this fall, outdoor apparel companies are still scrambling to redesign their clothing. Some alternatives to PFAS do exist — Blum swears by her PFAS-free Black Diamond jacket — though even the most ardent supporters of the forever chemical bans will admit the waterproofing alternatives haven’t 100% caught up yet.
“The main concern that most people have in the industry is the amount of work that it’s going to take to meet these guidelines,” Chris Steinkamp, the head of advocacy at the trade association Snowsports Industries America, told me. “Because PFAS is omnipresent. Unfortunately, they’re pretty much in everything.”
Many outdoor apparel companies genuinely want to comply with the coming bans, Karolína Brabcová, the campaign manager for toxic chemicals in consumer products at Arnika, a Czech environmental non-profit, told me. “It’s not such a matter of greenwashing here,” she said. “It’s more about the fact that you’ve got the chemical industry on one side and the downstream users joining the consumers on the other side. And the downstream users don’t know everywhere the PFAS are being used; it’s a business secret.”
In one case detailed by Bloomberg, the Swedish company Fjällräven had stopped using PFAS in its products, only to learn from a 2012 Greenpeace investigation that the chemicals were still present in its apparel. “A supplier using fluorochemistry on another company’s products was cross-contaminating Fjällräven’s,” the Bloomberg authors write, adding that “subsequent testing revealed” just having “products in stores near products from other companies that used the chemicals still resulted in low levels of contamination.”
It isn’t always the case, however, that clothing manufacturers are unwitting victims of chemical sloppiness. Some apparel companies have taken advantage of the alphabet soup of chemical names to look more sustainable than they are. “We’ve seen in recent years products labeled as ‘PFOA-free’ or ‘PFOS-free,’ which suggests that they do not contain the long-chain PFAS that have largely been phased out from production in the United States,” Blum warned me. “That’s really misleading because oftentimes it’s a signal a product likely contains other PFAS chemicals, which may be just as persistent and may also be quite toxic in production to disposal.”
The reason I could count on my raincoat to protect me in the mountains, though, was because, like most expedition-level gear, it is made of a membrane manufactured by Gore-Tex, with an additional DWR waterproofing finish that also contains PFAS. Gore-Tex is known in the outdoors industry for making the holy grail of performance fabrics: Its membranes are waterproof, durable, and breathable enough to exercise in, a challenging and impressive combination to nail. But to achieve this, the company has traditionally used the fluoropolymer PTFE, a notorious forever chemical you probably know by the trademarked name Teflon.
This technology — or rather, these chemicals — are incredibly and irresistibly good at what they do. “The terrible truth,” Wired wrote in its list of raincoat recommendations updated this past December, “is that if you’re going to be exposed [to inclement weather] for multiple hours, you are probably not going to be able to rely on a [PFAS]-free DWR to keep hypothermia at bay.”
When I reached out to Gore-Tex about its use of PFAS, company spokesperson Julie Evans told me via email that “there are important distinctions among materials associated with the term PFAS” and that the fluoropolymers Gore uses, such as PTFE, “are not the same as those substances that are bioavailable, mobile, and persistent.” She stressed that “not all PFAS are the same” and that PTFE and the other fluoropolymers in the Gore arsenal meet the standards of low concern, and are “extremely stable and do not degrade in the environment,” are “too large to be bioavailable,” and are “non-toxic [and] safe to use from an environmental and human perspective.” The National Resource Defense Council, by contrast, writes that PFAS polymers like PTFE, “when added as a coating or membrane to a raincoat or other product, can pose a toxic risk to wearers, just as other PFAS can.”
Some of the environmental health advocates I spoke with said Gore-Tex’s language was misleading. Mike Schade, the director of Toxic-Free Future’s Mind the Store program, which pressures retailers to avoid stocking items that use hazardous chemicals, told me that while it is “laudable that the company has phased some PFAS out of their products … what we’re concerned about is the entire class. We think it’s misleading to consumers and to the public to suggest that other PFAS are not of environmental concern.”
Blum, of the Green Science Policy Institute, admitted that while “probably your Gore-Tex jacket won’t hurt you” — there is limited evidence that PFAS will leech into your body just from wearing it — there’s a more significant issue at the heart of the PFAS debate. “When you go from the monomer to the polymer” in the chemical manufacturing process, she said, it “contaminates the drinking water in the area where it’s made.” The disposal process — and especially incineration, a common fate for discarded clothing — is another opportunity for PFAS to shed into the environment. People who live near landfills and chemical manufacturing plants in industrial hubs like Michigan and many cities in Bangladesh suffer from PFAS at disproportionate levels.
So then, where do we go from here? Hikers, skiers, mountaineers, fly-fishers — they all still need clothing to stay dry. “Our industry is committed to performance and making sure that the gear that people are sold can live up to the standards that athletes need,” Steinkamp said. “I know that is top of mind, and that’s what’s making [the transition] so hard.”
But it also might be the case that our gear is too waterproof. “When we think about the intended performance of outdoor gear, there’s a lot of expectation that your gear will keep you extremely dry,” Kaytlin Moeller, the regional sustainability manager at Fenix Outdoor North America, the parent company of outdoors brands like Fjällräven and Royal Robbins, told me. “But when we really start to look at it,” she added, “I think part of the question is: What is the level of functionality that is really necessary for the customer to have a positive experience outdoors and be prepared for their adventure?”
It’s probably less than you think; consumers frequently don Everest-level technologies to walk their dogs for 15 minutes in a drizzle. “As responsible creators of products, it’s our job to balance functionality with impact,” Moeller said. “And in terms of [PFAS], it just wasn’t worth the risk and the carcinogenic qualities to continue putting that treatment on our products when there are other innovative coatings and constructions that we can use.”
Those alternatives, like innovative fabric weavings and proprietary waxes, might not sound as high-tech as hydrophobic chemicals. Still, for the vast majority of regular people — and even most outdoor recreators — it’s likely more than enough to stay comfortably dry. “We’ve been going into the outdoors for hundreds and hundreds of years without these chemicals,” Schade pointed out. “We can do it again.”
Luckily for everything and everyone on the planet, new waterproofing products are getting better by the day. Gore-Tex has spent “the better part of the last decade” developing its new PFAS-free “ePE membrane,” Evans told me. Short for expanded polyethylene, ePE is fluorine-free (albeit, derived from fossil fuels) and has been adopted by Patagonia, Arc’teryx, and others in the outdoor industry as a PFAS-free alternative. Evans described it as feeling “a little lighter and softer” than old-school Gore-Tex, but “with all the same level of performance benefits” as the historic products.
Other companies, including Patagonia, have been transparent about their phase-out goals and the ongoing difficulties of the PFAS-free transition; Gin, the Patagonia spokesperson, told me that as of this fall, “92% of our materials by volume with water-repellent chemistries are made without” PFAS, and that the new waterproofing “stands up to the demands of our most technical items.” Deuter, Black Diamond, Outdoor Research, Jack Wolfskin, Mammut, Marmot, and prAna are among other outdoor brands that are working to remove PFAS from their gear.
“We have to work together, collaboratively, if we really want to eliminate them — to the point of the verbiage around being [PFAS]-free,” Moeller stressed. “No one can be [PFAS]-free ‘til everyone in the industry is, because of the risk of cross-contamination.”
Then there are the consumers who will need to adjust. I admit, in the weeks before beginning the reporting for this article, I bought myself another raincoat. It was on sale from one of my favorite outdoor brands, and I was attracted to its aggressively cheerful shade of Morton Salt-girl yellow, which I thought would also help me stand out in the case of a future emergency.
At the time, I hadn’t even thought to check what it was made of; what mattered to me was how, when I slipped it on, I became amphibious — like some kind of marine mammal, slick and impervious to the rain. Stepping out of my front door and into a downpour, I felt practically invincible.
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The EV maker appears to be poised to start construction on its second factory.
Rivian’s stock fell 18% on Monday, but it’s hard to imagine the company’s executives are too upset. Why? Because the automaker seems to be on the verge of starting work on its long-awaited second factory, 45 miles east of downtown Atlanta.
Let’s do some reading between the lines. Rivian has had a great few weeks. The EV maker announced last week that it is on track to sell about 3,000 more cars this year than expected, and its stock has been on a tear, rising more than 37% from close on June 25 to close on Monday.
The company’s CEO, RJ Scaringe, evidently decided it was time to capitalize on the run-up. The company announced on Monday evening that it would offer another 75 million shares of its stock this week, diluting existing investors. That raise would be used to fund “general corporate purposes,” according to a federal filing, including “the funding of certain equity contributions” related to an Energy Department loan.
Back in April, the company came to new terms with the Department of Energy’s in-house bank over a nearly $6.6 billion loan to build its new Georgia factory, which is supposed to manufacture the company’s new line of cheaper R2 SUV and R3 crossovers. That federal loan — initially negotiated in the Biden administration’s final days — was downsized to $4.5 billion under the new Trump-era terms, but also rewritten to let the automaker draw more money from the deal faster. (Rivian is already making the R2 at its existing factory in Normal, Illinois, but the Georgia factory should have about 40% more capacity than that plant.)
As part of any Energy Department loan — as in any project finance transaction — borrowers have to hold a certain amount of cash in escrow and reserve accounts to secure against a deal failing. Now Rivian can fund that money without tapping its cash on hand further. The new share offering is supposed to price this evening, suggesting that despite today’s slide, the company could raise more than $1 billion from the sale. Rivian’s stock is now trading roughly where it stood a month ago.
The upshot of all of this: With the loan secured, serious building efforts could finally start soon on the automaker’s second factory. (The automaker technically broke ground in September, but has yet to begin meaningful construction.)
“We’re setting up to go vertical in the second half of this year (a.k.a. steel sticking out of the ground) but we have said previously that we expect to draw on the loan for the first time by early 2027,” Peebles Squire, a Rivian spokesman, told me in an email. “Factory timeline is production of vehicles to begin in late 2028.”
(Energy Department loans work on a reimbursement basis, so the automaker will need to begin spending on the factory before it can claim the money.)
Though Rivian is among the most successful of the U.S. electric vehicle startups, it wasn’t completely clear after President Trump took office whether the automaker would survive its trek through the valley of death. It’s still not certain, of course. But positive reviews for the R2, a $6 billion deal with Volkswagen, and its significant Sun Belt factory nearing construction all augur well for the country’s most famous EV startup not run by Elon Musk.
“It’s got nothing to do with technology. It’s nothing to do with execution capability. It’s purely due to access to capital.”
Ever since Trump reentered the White House, Europe has been a safe haven for U.S. climate tech companies fleeing an increasingly hostile policy environment. Through strong carbon pricing and stable regulations, the bloc has created demand for still-experimental technologies such as green hydrogen, thermal energy storage, low-carbon building materials, and sustainable fuels.
And yet at the same time, Europe has struggled to finance many of its own climate tech startups as they enter the capital-intensive scale-up phase. What gives?
The problem is not a lack of startups or capital. European firms raised $61 billion for climate-focused funds last year, far outpacing those in the U.S., which brought in $37 billion, according to Sightline Climate. The problem is that almost all of that European money flows to infrastructure and private equity investors backing more mature technologies. Early-stage startups also enjoy relatively strong backing, but the market starves the growth-stage middle.
The issue is both cultural and structural: Most of the bloc’s investors are unaccustomed to making the high-risk, high-reward bets required to scale climate tech. They also often can’t access tools like loan and equity guarantees, which remain limited in Europe, nor are there the institutional limited partners and growth-stage co-investors that could help de-risk those investments.
“It’s got nothing to do with technology. It’s nothing to do with execution capability. It’s purely due to access to capital,” Craig Douglas, a founding partner at the Berlin-based multi-stage venture firm World Fund, told me. That means companies that have outgrown early-stage financing but are still considered too small or too risky for larger institutional investors often either shutter or seek capital abroad. Logically, if given the chance, most startups choose the latter.
“You’re allowing U.S. investors to cherry pick European assets,” Douglas told me. The result? “European technologies and European companies that are successful end up enriching American pension funds rather than European pension funds.”
Ioannis Ioannou, an associate professor of strategy and entrepreneurship at the London Business School, told me that the consequences extend beyond the purely financial, emphasizing that Europe runs a strategic risk by relying on foreign capital for its climate tech scale-up. “It means you lose the supply chains. You lose the skills. You lose the fine manufacturing capabilities. You lose the so-called green jobs.”
Douglas and the other specialists in European climate finance I spoke with emphasized that the ever-ominous “missing middle” funding gap is particularly pronounced in Europe. A report Douglas co-authored earlier this year, aptly titled “The Series B Funding Gap In European Climate Tech,” quantifies the problem. While 25% of U.S. climate tech companies that raised a seed round from 2010 to 2020 had moved on to secure a Series B by the first half of last year — regardless of what country the capital came from — only 15% of European companies were able to do the same. That has created a growing backlog of startups stuck in a financing limbo: The lineup of European companies looking to raise a Series B grew from 220 in 2020 to 533 in the first half of last year.
While smaller climate tech funds in Europe and the U.S. have raised similar amounts of funding for early-stage startups — $18.5 billion in Europe versus $20.2 billion in the U.S. from 2020 through the first half of 2025 — the gap at the larger end of the market is stark. The U.S closed 29 funds of at least $500 million or more, compared with just 11 in Europe. These larger funds are the ones capable of writing the $25 million to $100 million checks companies desperately need to commercialize and scale. As Douglas’ report notes, fewer than 20% of European climate funds are pursuing a growth strategy, with over 70% making early-stage investments only.
“When we raised World Fund One, we were the largest [debut] climate fund in Europe, and we’re a €300 million fund. That’s nuts,” Douglas told me. World Fund aims to help companies “reach growth-investor readiness” by supporting startups from their seed through Series B, a model Douglas would like to see replicated throughout the region. “We need another 20 World Funds out there in the market to start filling this capital shortfall,” he told me. The firm announced last February that it’s raising a second, €500 million fund, but that’s yet to close.
One of the primary reasons European growth-stage investors have less capital to deploy comes down to the structure of European financial markets, which remain heavily reliant on bank lending rather than higher-risk equity investments. As a result, institutional investors like pension funds, insurers, and endowments never built the habit of investing in venture capital, which shows up when comparing the LP bases across the two regions: In the U.S., about 72% of VC funding comes from private institutional investors, compared with just 30% in Europe. Public money, much of it from the European Investment Fund, helps bridge the gap, but it simply cannot match the scale of private institutions.
Pension funds are a telling case. They’re among the largest sources of venture capital in the U.S., allocating nearly 2% of their assets to VC. But in the EU, they allot just 0.018% — roughly 100 times less. And because the U.S. also has far more money sitting in pension funds than Europe does, this makes the gap in actual dollars reaching startups wider still. Without that deep pool of institutional funding, Europe struggles to support the $500 million- to $1 billion-plus funds that would have the wherewithal to lead growth-stage rounds.
The result is a self-reinforcing cycle. Large growth funds require large institutional backers, but precisely because European pension funds and other institutional investors haven’t stepped up, the venture market remains too small to absorb the kinds of $100 million-plus commitments pension investors managing billions of dollars typically want to make. “They don’t see [venture] as an asset class that they can invest in,” Douglas told me. “But the reason that it doesn’t exist is because they’re not investing themselves in that asset class.”
If there’s one thing I learned from my reporting, it’s that white these problems run deep, Europe is hardly standing still. Policymakers and investors are well aware of the disconnect and are now experimenting with strategies to close the scale-up gap and affirm the region’s position as a leader in climate innovation.
To attract more institutional investment, for example, a growing number of initiatives aim to create “funds of funds” and other government-backed structures that pool money from pension funds, insurers, banks, foundations, and other large investors. The fund-of-funds structure lets an institution make a single, large commitment; then, intermediary asset managers break that capital into smaller chunks and invest it across multiple venture funds. This gives large-ticket investors the scale and diversification they want without requiring them to conduct due diligence on dozens of small venture funds; venture managers, in turn, gain access to much larger pools of capital.
Germany’s Wachstumsfonds Deutschland, for example, is a €1 billion fund-of-funds backed by more than 20 investors — including insurers, pension funds, and large family offices — that invests across the German and broader European VC ecosystem, with a focus on growth-stage capital. The EU’s European Tech Champions Initiative follows a similar model. The European Investment Bank and six member-states launched the initiative in 2023 with €3.9 billion to back regional growth-stage VC funds. Now it’s raising a second tranche of money — targeting €15 billion — and is bringing in private institutional capital for the first time.
Europe’s member states have also pushed institutional investors toward coordinated capital commitments in recent years, with France’s Tibi initiative serving as the model. Launched in 2019, it tasks the French government with vetting venture and growth funds, with those that qualify becoming eligible for backing from initiative’s signatories, primarily insurers and some pension funds. The program has attracted about €31 billion in commitments to date. Germany adopted a similar approach with its WIN initiative, which has now secured €12 billion in pledges from more than 30 major corporations — including Deutsche Bank, BlackRock, and Henkel — to invest in the country’s venture ecosystem by 2030.
The Irish Venture Capital Association has proposed a similar model, while Tibi’s founder — the economist Philippe Tibi himself — has been on a tour essentially pitching the idea across the bloc. But Ioannou isn’t convinced that creating country-specific Tibi-style commitments is the most efficient way for the region to scale climate tech.
“I’m not sure that fragmentation will actually solve the problem,” he told me. “Maybe it will be better if all that capital came into one larger fund, whereby the scale-ups wouldn’t have to deal with country level fragmentation, regulations, jurisdictions, legal, and all that kind of stuff.”
That’s the idea behind the new €5 billion pan-EU Scaleup Europe Fund, which is designed to invest directly in European deep-tech startups — climate tech very much included — rather than through venture funds. Announced last year, the fund has already secured roughly €2.5 billion in capital commitments from both the European Commission and private institutional investors, with a second fundraising round planned for the second half of this year. EQT, Europe’s largest private-markets investor, will manage the funds, ultimately deciding which growth-stage companies to back.
“Everything happened so quickly, from agreeing to it to executing on it to allocating it,” Douglas told me. “In effect, it happened in less than a year, which in the European context is crazy.”
The idea is to replicate what the combination of U.S. federal support and deep private capital markets has accomplished, Dimitri Colin, a policy officer at the cleantech policy and advocacy group Cleantech for Europe, told me. “The whole idea is to bring what worked in the U.S. into European public financing policies,” he said. Colin extolled the virtues of the Biden-era Loan Programs Office, as well as the efficacy of other Inflation Reduction Act-fueled efforts such as generous production tax credits when it comes to derisking investment in first-of-a-kind tech.
In our interview as well as in a recent report, Colin argued that EU funding should move from prioritizing grants to loan and equity guarantees in its forthcoming budget for the years 2028 through 2034. That’s because guarantees have proven far more effective than government grants at bringing private investors into climate tech, Colin told me. According to his report, every euro of grants or equity capital channeled through the VC arm of the European Innovation Council yields about €3 in additional investment. That’s nothing to scoff at, but it pales in comparison with InvestEU, the bloc’s €26.2 billion investment guarantee program. Every euro of guarantees from the latter attracts nearly €14.80 in private follow-on capital.
“The main idea behind the whole budget should be to focus on the leverage effect,” Colin told me, referring to how much additional private funding government backing generates. “How can the little public money that we have in Europe — because the fiscal environment is, of course, very constrained — more easily mobilize private money? That’s what the LPO did well.”
Colin also wants to change the EU’s public funding rules to make it easier to subsidize ongoing operational expenses for early-stage cleantech facilities, similar in effect to U.S. production tax credits. Currently, European policymakers often structure public support for these projects as capex grants paid out after construction is complete. This type of support is more difficult for private investors to underwrite since it doesn’t directly improve the plant’s ongoing operating economics, one of the risks investors care about most.
Getting these financing structures right is a matter of life or death for many of Europe’s most promising climate tech industries. Douglas points to batteries, critical minerals, semiconductors, and green molecules as sectors with the technological readiness to scale domestically — but not yet the capital. “One of the major risks in every sector we know is who’s going to be there, who’s going to be able to go with us on that journey to make sure the company has the capital to be successful,” he told me. Still, he sees reason for optimism. Because if there’s one thing that can be said about the E.U. at this moment, it’s that “they’re definitely taking it seriously.”
“The perfect solution doesn’t exist,” Colin told me. “We need to align the funding models, we need public de-risking tools, but we need also a true industrial strategy, China has done that, the US has done that with the IRA,” he explained. Now it’s Europe’s turn.
Not going to lie, I didn’t see this coming.
Tesla just finished its strongest showing in years. In the second quarter of 2026, the company sold about 480,000 vehicles around the world — well over stock market projections of about 400,000 EVs. Tesla’s sales mark a full 25% year-over-year increase from the second quarter of last year.
If you’re surprised by this news, you’re not alone. Sales of Elon Musk’s EVs had been trending downward over the past few years following a series of self-inflicted wounds. The Cybertruck was a bomb. Tesla appeared to be interested only in building the self-driving cars and autonomous robots of the future, not the electric vehicles of today. Musk’s associations with President Trump and off-putting online politics alienated potential customers everywhere.
Yet here we are. So what happened?
European gas prices, for one thing. Tesla sales actually continued to fall in the U.S., where the electric car market as a whole still hasn’t recovered from tariffs confusion, the loss of federal subsidies, and other chaotic conditions over the past year. Tesla’s rally came instead from China and, interestingly, Europe: Registrations rose 39% in Denmark, 56% in Sweden, and 43% in Portugal and Italy.
It wasn’t so long ago that Musk’s politics had reportedly cratered interest in his cars in those countries. But European gas prices, which are typically much higher than those in the U.S., have also soared because of oil shocks related to the Iran War. EV interest, then, is up — so high that lots of buyers are willing to look past the personality of Tesla’s chief. (It doesn’t hurt that Tesla introduced less-expensive versions of both Model 3 and Model Y, with remarkably cheap leases and loans, to Europe this year to help overcome its struggles there.)
In China, meanwhile, Tesla has had something else up its sleeve to buoy sales. We’ve repeatedly noted the contraction of the company’s EV lineup: With the failure of the Cybertruck as well as the outright cancellation of the older and slow-selling Model S and Model X — the electric cars that pushed Tesla into the mainstream in the 2010s — the brand gets nearly all of its sales (more than 97% in Q2) from just two cars, the Model 3 sedan and Model Y crossover. And there are no signs it has an all-new mass-market car coming soon.
Instead, Tesla cobbled one together by making a new version of an existing car. In China, Musk has been selling the Model Y L, a version of his crossover with its platform stretched out by 6 inches to cram in an extra row of seats. (Tesla has offered a seven-seat version of its ordinary Model Y, but the two little seats in the back had just 25 inches of legroom compared to the 31 inches in this new version.) As a three-row SUV, the longer Model Y lets Tesla compete in a space that it vacated when it killed off the giant, expensive, gullwing-doored Model X. And as of last week, Model Y L is available in the U.S. Tesla hopes the vehicle can lead to a reversal of its sinking fortunes here, where its EV sales shrank by 20% in the second quarter.
Truthfully, the car is a bit of a kluge. Rear seats often require a compromise on comfort and space. In the case of the Model Y L, Jalopnik notes that even with the 6 inches added to the wheelbase, Tesla’s signature sloping roof doesn’t leave much headroom for the occupants of the way-back. Boxier EVs that were built to be three rows to begin with, like the Hyundai Ioniq 9, Kia EV9, and Rivian R1S, are more pleasant for the fifth and sixth passengers. Nevertheless, those who wanted a bigger Tesla at a starting price of around $60,000 can now get one, and that counts.
Model Y L is also a testament to the power of the platform. Yes, building a new vehicle from the ground up would have provided Tesla with a better all-around vehicle than what it got by hacking the Model Y. But the modified Model Y was much faster and cheaper to deliver, providing an entry into a popular segment of the car market just at the moment Tesla needed to right the ship.
Doing more with less, like creating a three-row EV on the platform of your two-row car, looks primed to become a big part of the future of electric vehicles. That’s particularly true when it comes to growing adoption in America, where legacy automakers and startups alike are trying to simplify manufacturing to bring down costs. The solution to get to market for a company like Honda was simply to borrow General Motors’ EV platform and build its first EV on top of it. Rivian has said it has no plans to sell a pickup truck on its new R2 platform the way it has with its original vehicle, but it absolutely could — and arguably should — if market conditions suddenly made such an EV pickup a hot item.