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In physics, a flywheel is a rotating disk that stores kinetic energy in its momentum and then spins that energy out to a nearby engine. In the context of business, as the flywheel rotates, it increases output or revenue without increasing input or cost.

Tesla, best known for being an all-electric car company, is, well, much more than just a car company. It has disrupted a legacy industry with a new business model and consumer approach. But Tesla didn’t stop there. It expanded to new industries, grabbed a stake in key infrastructure sectors, worked to decentralize power distribution, and now offers a new alternative to today’s utility industry. Tesla’s end products are state-of-the-technological-art — all of which interconnect in a flywheel that incites consumer allegiance across multiple sectors and keeps those consumers coming back to Tesla for more — in a flywheel effect, essentially.

Tesla’s mission statement is: “to accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.” Today, Tesla builds not only all-electric vehicles, but also scalable clean energy generation and storage products, all part of a business model that prods the world to stop relying on fossil fuels and move towards a zero-emission future.

The intersecting notions of a flywheel in this article were inspired by Post Corona — From Crisis to Opportunity, by Scott Galloway (2020). The book draws upon the metaphor to suggest that, when today’s consumers are introduced to one product within a brand, they are more likely to purchase other products within that same brand. Companies today, Galloway explains, should be focusing on the reciprocal nature of consumerism so that the lure of one product leads consumers to other, different products made by the same company.

In the book, the author, an NYU Stern School of Business professor, unpacks how “tech” used to be a “narrowly defined industry consisting of companies that made computer hardware and software, which companies in ‘other’ industries bought for their business.” No longer is tech so specifically grounded. As an example, Galloway explains that combined tech/auto company Tesla appeals “through every aspect of its strategy: pricing, production, marketing, and even its leadership.”

In a February regulatory filing, Tesla acknowledged CEO Elon Musk’s numerous commitments. “Although Mr. Musk spends significant time with Tesla and is highly active in our management, he does not devote his full time and attention to Tesla,” the filing indicated. It described Musk’s leadership in SpaceX and “other emerging technology ventures.” Musk’s influence extends beyond Tesla to a company that merges the human brain with computers, Neuralink, along with a tunnel-building firm, The Boring Company.

In essence, the Tesla flywheel concept suggests that a person who purchases a Tesla Model 3 is more likely to add range at a Tesla Supercharger and eat at a Tesla restaurant. Later, when growing into other renewable energy options, that same consumer is more likely to choose Tesla Solar and Powerwalls over a competitor’s offerings. And who knows what else?

The Tesla flywheel concept makes the company very appealing to some investors. In fact, Canaccord Genuity estimates that Tesla will reach $8 billion in revenue by 2025.

Tesla Energy Storage alongside Use

The Tesla company website acknowledges that “electric cars, batteries, and renewable energy generation and storage already exist independently, but when combined, they become even more powerful.” That confluence is the essence of the Tesla flywheel.

EVs and other renewable energy sources rely on batteries, and Tesla has refused to relinquish its full autonomy as it grows into different products and sectors. As elsewhere, Tesla is planning for its own battery production in China and has been advertising for technicians for its Shanghai facility in recent months, part of better per unit profitability in the region.

The Tesla Energy division provides stationary storage batteries for residential (Powerwall), commercial (Powerpack), and utility-scale (Megapack) applications. Musk has noted on several occasions that Tesla Energy could someday become bigger than Tesla’s automobile business.

Storage is not just about enabling renewable energy — it’s also an important tool for ensuring the reliability of the grid, smoothing out peaks in demand for power, and preventing sudden surges that can overload local distribution systems.

Tesla’s Core Electric Vehicle Catalog

New regulations on safety and vehicle emissions, technological advances, and shifting customer expectations are bringing electric vehicles (EVs) into the consumer transportation mainstream. The Tesla flywheel is evident within its EV business model, which is based on 3 levels of consumer service: selling, servicing, and charging its electric vehicles, which maintains control over sales and service.

The Washington Post says that Musk’s “impulsive leadership” has vaulted Tesla from its initial entry “as an upstart electric vehicle pioneer to the world’s most valuable automaker.” Fortune named him its 2020 Businessperson of the Year.

An international network of Tesla-owned showrooms and galleries, mostly in urban centers, is based on direct sales and service, not franchised dealerships. The showrooms are complemented by internet sales as well as Service Plus centers. In some areas, Tesla mobile technicians make house calls, and service can even occasionally be delivered remotely — without ever physically touching the car.

Tesla has created its own network of “supercharger stations” where drivers can charge their Tesla vehicles in about 30 minutes using a proprietary network. The highly anticipated “Full Self-Driving” suite will be another way of allowing longer and safer road trips.

Future additions to the Tesla catalog include the Cybertruck, an all-electric pickup truck with angular proportions and stainless steel exoskeleton, and a Semi, which will invigorate long-haul trucking with more benefits for drivers and transit companies.

The Tesla Gigafactory Flywheel Phenomenon

Tesla’s has 4 “gigafactories” (‘giga’ stems from gigawatt-hour, or GWh, here):

  1. Giga Nevada — in Sparks, near Reno, Nevada;
  2. the Solar City Gigafactory at Buffalo, New York (Giga Buffalo? Gigafactory 2?);
  3. Giga Shanghai — the 2019 Tesla plant in Shanghai, China; and,
  4. Giga Berlin — the new European Tesla gigafactory, which is being constructed in Grünheide, near Berlin, Germany.

Three main gigafactory features are part of the Tesla flywheel phenomenon.

  • Separate from their scale, Tesla’s organization of production reverses much current conventional wisdom regarding production geography. For example, Tesla’s automotive facility in Fremont, California, reconcentrates manufacturing onsite as in-house brand componentry, especially heavy parts, or by requiring distant global suppliers to relocate in proximity to the main manufacturing plant.
  • As an electric vehicle producer, Tesla’s production and logistics infrastructures are important in meeting greenhouse gas mitigation and the reduction of global warming.
  • Tesla’s deployment of Big Data analytics, artificial intelligence (AI), and predictive management are important. Gigafactory logistics contribute to production and distribution efficiency. Company effectiveness is a primer for all future industry and services as they seek to minimize time-management issues. Methods of reduction of wasteful energy usage become evident through dataset analysis.

Tesla’s global reach is extending to Europe and Asia. Tesla Motors India and Energy Private Limited was incorporated on January 8, 2021. Registered in Bangalore — the country’s technology hub — the company would start with sales and then potentially move on to assembly and manufacturing, Nitin Gadkari, India’s transport minister, said. Also see:

The Long Reach of Tesla’s Flywheel

Tesla solar customers from now on will buy power systems that feed exclusively to Powerwalls. Powerwalls will interface only between the customer’s utility meter and house main breaker panel, enabling a relatively simple install and seamless whole house backup during utility dropouts, according to Musk.

Updates reflect customer feedback — many people thought their battery-less solar system would work in a blackout, only to be disappointed when it didn’t. Moreover, Tesla consumers seemed eager to gain protection against blackouts, so streamlining the offerings into paired technologies made sense — and deepened the Tesla flywheel effect.

CleanTechnica’s Zachary Shahan has outlined the extensive list of internal “Tesla companies” and their immediate competitors. If there was any doubt about Tesla’s flywheel effect, look no farther than these intersections of products and consumer loyalty to understand Tesla’s ongoing and seemingly impossible accomplishments.

  • Tesla Cars vs. BMW & Audi & Toyota & Honda — car manufacturing
  • Tesla Network vs. Lyft & Uber — mobility services
  • Tesla Supercharging vs. Electrify America & EVgo & Ionity & Fastned — fast charging
  • Tesla Charging vs. ChargePoint & EVBox & many others — home/destination chargers
  • Tesla Autopilot vs. Mobileye/Intel & Waymo & Cruise/GM & Nvidia — self-driving/driver-assist tech
  • Tesla Solar vs. Sunrun & Vivint Solar — solar panel installation
  • Tesla Solar Tech vs. SunPower & Trina Solar — rooftop solar generation tech
  • Tesla Energy Storage vs. AES & SimpliPhi & sonnen — stationary energy storage
  • Tesla Grid Services vs. Utilities around the world & Stem — grid services
  • Tesla Insurance vs. Allstate & Geico & State Farm — insurance
  • Tesla Stores vs. Auto dealerships — auto sales & service
  • Tesla Trucks vs. Freightliner/Daimler & MAN Truck and Bus & Scania & Iveco — semi trucks
  • Tesla Infotainment vs. Apple & Google — in-car infotainment
  • Tesla Computers vs. Nvidia & Intel — computer chips, systems on a chip, supercomputers
  • Tesla Batteries vs. LG Chem & CATL & Panasonic — battery cells
  • Tesla Seats vs. Faurecia & Johnson Controls & Lear Corporation & TS Tech & Toyota Boshoku — automotive seats
  • Tesla Robots vs. Kuka & ABB & Yaskawa Electric Corporation — industrial robots for manufacturing
flywheel

Tesla offices in Fremont, California. Photo by Zachary Shahan, CleanTechnica.


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EV battery makers get a $1 billion boost in the EU – but there’s a catch

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EV battery makers get a  billion boost in the EU – but there's a catch

The European Commission is throwing a lifeline to its emerging EV battery sector with a hefty boost of €1 billion ($1,05b). But companies relying on Chinese materials are likely to be cut out. Question is, is it too late to save Northvolt?

The new proposal is one of the first new measures to be launched in the first week of the EU Commission’s new term, and is part of a sweeping package of €4.6 billion aimed to boost net-zero technologies, EV battery cell manufacturing, and renewable hydrogen.

“All three calls include new resilience criteria to boost European industry,” said Teresa Ribera, the commission’s new executive vice president in charge of the clean transition. “The batteries call and hydrogen bank auction will also include specific resilience criteria to protect Europe against dependency on a single supplier.”

Companies interested in applying for subsidies have until April 24, 2025 to do so, and those who will receive a grant should have a signed agreement by the first quart of 2026. For now, the EU Commission isn’t saying what the maximum amount of funding would be per project.

As Europe’s “green dream” Northvolt has been bleeding out for months, this move seems to be a nod to the difficulties in the sector. The Commission stated that “multiple instruments are needed to overcome some of the economic barriers that the battery value chain in Europe, including its gigafactories, is currently facing. The Commission will continue to deploy instruments at hand and engage in new avenues, including in the short term, for addressing barriers to large-scale industrial scale up.” 

All of this enthusiasm has been fueled by a vision to cut dependency on China by creating greener EV batteries using 100 percent recycled nickel, manganese, and cobalt. But at this time, it’s uncertain if these funds will arrive in time to save Northvolt.

Northvolt has filed for bankruptcy protection in the US after a rescue package failed to go through, leaving the battery maker with just one week’s worth of cash in the account. Cofounder and CEO Peter Carlsson, who spearheaded a costly expansion, has also recently quit. The Swedish-owned battery maker filed for Chapter 11 in the Southern District of Texas, with $5.8 billion debt. Today, Reuters reports that Northvolt now seeks to sell its business by year-end, a devastating loss to what was one of Europe’s best-funded startups and recipient of the largest-even green loan in the EU.

Of course, other battery makers have hit hard times as well, including Stellantis-backed Automative Cells Company, which has stopped construction on factories in Germany and Italy. Volkswagen too has recently scaled back its plans to build battery cell factories in Europe and North America as well.  


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Rad Power Bikes and Upway now let you trade-in other brands for a new Rad e-bike

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Rad Power Bikes and Upway now let you trade-in other brands for a new Rad e-bike

If you’ve been hoping to snag a new Rad Power Bike electric bicycle for a discount – and if you happen to have another older e-bike to trade in – Upway has a deal for you. The electric bicycle marketplace known for selling used and overstock e-bikes at steep discounts has partnered with Rad Power Bikes to turn the brick-and-mortar RadRetail locations into physical trade-in points for older e-bikes.

“We’re excited to partner with Rad Power Bikes to bring Upway’s innovative Trade-In Program to select RadRetail locations nationwide,” explained Maxime Renson, General Manager at Upway. “The partnership simplifies the e-bike upgrade process for RadRetail customers while extending the life cycle of e-bikes and reducing waste. By refurbishing e-bikes and offering a 1- ear warranty on traded e-bikes, we are able to offer premium brands at a discounted price and give access to electric mobility to an even larger group of people. The program represents another step forward in Upway’s commitment to sustainability and a circular economy, where certified e-bikes are resold instead of disposed of, cutting down on the environmental impact associated with production and disposal. By reducing demand for new resources, Upway is helping to conserve energy, lower greenhouse gas emissions, and lead the way toward a more sustainable future.”

Upway’s Trade-In Program uses a proprietary pricing algorithm to deliver valuation estimates for over 200 brands within seconds, simplifying the trade-in process and enhancing customer service. And now Upway’s business model is meshing with Rad’s retail footprint.

At select RadRetail locations, customers can bring in their current e-bike, and Rad staff can use Upway’s real-time pricing tool to quickly determine its value. Customers can either sell their e-bike on Upway’s website or trade it in for an instant discount on a new Rad e-bike at the store. The traded bikes are then transported to an UpCenter for refurbishment and resale, promoting a circular economy while making e-bike upgrades more convenient and cost-effective.

Rad seems just as eager as Upway to launch the new partnership, which it hopes will drive more customers into its retail stores to snag a more affordable e-bike by trading in their older model.

“We’re excited to collaborate with Upway to bring the Trade-In Program to our eight U.S. RadRetail locations,” said Pete Boudreaux, Vice President of Customer Operations and Supply Chain at Rad Power Bikes. “With more than 15 years of e-bike industry leadership and 650,000 riders and counting, delivering safe and high-quality e-bikes backed by an exceptional customer experience has always been our top priority. This partnership empowers us to offer more riders a seamless, efficient, and accessible way to upgrade their e-bikes using Upway’s cutting-edge tools and resources.”

The trade-in program will be supported at the following RadRetail locations:

  • Seattle, WA
  • Berkeley, CA
  • Santa Barbara, CA
  • Huntington Beach, CA
  • San Diego, CA
  • Salt Lake City, UT
  • Denver, CO
  • St. Petersburg, FL.

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Electrogenic is giving Mazda Miata fans an EV version with its ‘Plug-and-Play’ conversion kit

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Electrogenic is giving Mazda Miata fans an EV version with its 'Plug-and-Play' conversion kit

Mazda Miata fans rejoice! EV conversion specialist Electrogenic has introduced a new “plug-and-play” conversion kit for the Mazda MX-5 that makes the original model all-electric. This EV conversion kit keeps the soul of the beloved Mazda Miata, but adds more performance and playfulness to a car that is already renowned for being a joy to drive.

The Mazda MX-5, known by many in North America as the Miata, is a two-door, RWD roadster introduced by the Japanese automaker in 1989. Since then, the Mazda Miata has seen four design generations and has become one of the best selling two-door sports cars of all time.

Over the past 35 years, the Miata has sold over one million units, and although production has ceased to make way for a fifth generation model, sales continue for the previous versions. The MX-5 has garnered a loyal fanbase of owners who recognize the value and performance the two-door brings and as much of the industry goes electric, many of those fans have been wondering when Mazda will deliver a Miata EV.

In 2023, the automaker shared the next generation of the Miata would be electrified, but has not specified whether that means hybrid, PHEV, or BEV. Regardless, that model is expected to debut in 2026 as a completely new take on the MX-5. For those traditionalists who love the original Mazda Miata, who can now convert it to an EV using Electrogenic’s new conversion kit.

Electrogenic future-proofs first-gen Mazda Miata as EV

The first-generation Mazda Miata (MX-5) is the latest vehicle to receive Electrogenic’s “plug-and-play” EV capabilities from a conversion kit that contains proprietary powertrain technology and an integration software suite.

We’ve previously seen Electrogenic adapt its EV conversion technology in a 1960s Jaguar E-Type, a 1929 Rolls-Royce Phantom II, and most recently, the DeLorean DMC-12 from Back to the Future. Now, Electreogenic has delivered the potential for a Mazda Miata EV—something many in the MX-5 community have pined for.

Electrogenic’s drop-in kit creates an EV version of the original Mazda Miata, a model that remains quite beloved despite being over 30 years old. Electrogenic CEO Steve Drummond elaborated:

We’re delighted to introduce the latest addition to our world-leading range of ‘plug-and-play’, EV conversion kits. We’ve long been intrigued by the concept of a light, well-balanced, rear-wheel-drive electrified modern-classic, one that truly delivers when it comes to the old-school thrill of driving. It seems we weren’t alone, as we’ve received a great deal of interest in the idea of an MX-5 conversion over the years. It’s exciting to finally reveal our creation to the world and give MX-5 fans the chance to electrify one of the most popular sports cars in history.

To enable Mazda Miata EV conversions, Electrogenic created a package that is straightforward to install and can be fitted by a trained mechanic in just a few days. To accomplish this, the MX-5 was 3D scanned so the EV 42 kWh OEM-grade battery assembly could be placed precisely under the hood where the 1.8-liter four-cylinder engine was. Batteries were also installed in the rear, in place of the fuel tank, but Electrogenic was able to leave the trunk space untouched, so luggage capacity remains the same.

Per Electrogenic, the Mazda Miata EV conversion only weighs 100kg (221 lbs) more than the original ICE version (1,100kg). As such, the Miata EV’s weight distribution remains identical, while its power-to-weight ratio has been improved by 21%.

The 42 kWh battery pack powers an electric motor that sends 160 hp (120kW) into a single-speed, fixed-ratio gearbox, delivering 2,500Nm of torque to the Miata’s rear wheels. That EV power jumps from 116 hp in the original gas Miata and can propel the all-electric Mazda from 0 to 60 mph in six seconds. Like the original, the converted MX-5 can reach a top speed of 115 mph.

Additionally, the Mazda Miata EV conversion delivers 150+ miles of range in real-world driving and can fast charge in one hour using a CCS plug.

The EV conversion can be applied to both manual and automatic MX-5s. As with all Electrogenic conversions, the Miata’s original structure is entirely preserved; nothing is cut or drilled, and the installation is entirely reversible.

The kit has been designed specifically for Mk1 MX-5/Miatas and is now available globally via Electrogenic’s network of vetted installer partners. Learn more here.

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