A drivers uses a Tesla Supercharging station in Corte Madera, California, US, on Thursday, March 2, 2023.
David Paul Morris | Bloomberg | Getty Images
Tesla cut prices on its two most expensive models in the U.S., the Model S and Model X, in a renewed bid to stoke demand for its cars with aggressive discounts.
The Tesla Model S now starts at $89,990, according to Tesla’s website, down around 5% from where they were priced previously. The Model X, meanwhile, starts at $99,990, which marks a 9% reduction.
For the high-end “Plaid” versions of the Model S and Model X, car buyers can now expect to pay $109,990. That’s down 4% for the Model S Plaid, and 8% for the Model X Plaid.
Tesla shares were up around 0.6% in U.S. premarket trading Monday.
It follows a series of aggressive discounts from the company in recent months. In January, Tesla reduced prices of its new cars by as much as 20%, making the vehicles more affordable and likely eligible for federal tax credits in the U.S.
The latest price reduction is likely unrelated to EV tax credits introduced in President Joe Biden’s Inflation Reduction Act, as they remain above the $55,000 threshold to qualify for up to $7,500 toward purchasing new vehicles.
The pace and frequency of Tesla’s price adjustments goes beyond what established automakers have attempted in the industry, where the base price of a vehicle in inventory is still referred to as a “sticker price.”
EV price war
This has ignited a price war among carmakers competing to lower their prices in a bid to lure in more customers and drive sales. After Tesla’s January price reductions, Ford slashed prices on its electric Mustang Mach-E crossover by up to 8%.
Musk has shifted Tesla’s focus of late to bringing prices down to spur demand for its products.
On the firm’s fourth-quarter earnings call in January, he said Tesla was seeing orders almost doubling the rate of production. “These price changes really make a difference for the average consumer,” Musk said at the time.
EV arms race
“The price cuts Tesla has already implemented globally has catalyzed demand by 30% out of the gates as this latest price cut is another smart move,” Dan Ives, managing director of equities at Wedbush Securities, told CNBC via email.
“This is an EV arms race playing out and Tesla has the margins to make price cuts and still be well above other automakers. In this economic cloudiness Tesla needs to rip the band-aid off and cut prices and the Street will like this.”
To make discounts of those proportions, Tesla will need to match them with production cost reductions. It’s a goal the company has been pushing hard to achieve, with efforts to cut down on certain spending in its supply chain already underway.
Last week, a Tesla executive said the company was developing an EV motor that can be built without rare earth metals — which are critical to the motors used in electric vehicles — citing the need to lower costs and environmental risks that accompany the mining of these minerals.
President Donald Trump‘s dealings with Intel and Nvidia amount to a “scattershot method of crony capitalism,” Walter Isaacson said Thursday.
“That state capitalism often evolves into crony capitalism, where you have favored companies and industries that pay tribute to the leader, and that is a recipe for not only disaster, but just sort of a corrupt sense of messiness,” he told CNBC’s “Squawk Box.”
The Tulane University professor, widely known for his recent Elon Musk biography, argued that this method won’t succeed in reviving American manufacturing.
Isaacson’s comments come as the Trump administration wades further into influencing the way companies operate in the U.S.
The White House is pushing for a stake in embattled chipmaker Intel after Trump called CEO Lip-Bu Tan “highly CONFLICTED” and said he should resign.
Earlier this month, both Nvidia and Advanced Micro Devices agreed to pay 15% of their China revenues to the U.S. government for export licenses to sell certain chips there.
Isaacson said he’s always been “dubious” of public-private partnerships. He highlighted Trump’s push for Coca-Cola to use cane sugar in its namesake soda as another example of “crony capitalism.”
A person holds Google Pixel 10 Pro mobile phones during the ‘Made by Google’ event, organized to introduce the latest additions to Google’s Pixel portfolio of devices, in Brooklyn, New York, U.S., August 20, 2025.
Brendan McDermid | Reuters
While Google made a big splash with its Pixel 10 series of smartphones, it was the software features that were strategically important for the tech giant’s bid to compete with players like OpenAI and Perplexity in consumer AI.
As it introduced its latest devices on Wednesday, Alphabet-owned Google showed off a slew of artificial intelligence features that are powered by the firm’s Gemini AI models. “Magic Cue,” for example, can scour various apps for information and deliver it to users when required. “Camera Coach” can give users tips on how to adjust framing and other aspects of a picture for the perfect shot. Live translation for phone calls is also available.
All of this gives a glimpse into the so-called “agentic AI” future that tech giants are hoping to reach, where super-smart AI assistants can carry out complex tasks.
It is a pivotal time for Google to come up with answers, as fears mount that users and revenue from its core search product could be eroded as more people turn to rivals like Perplexity and OpenAI’s ChatGPT.
Before Google lies a unique opportunity — the company develops Android, the operating system that is installed across more than three billion devices globally, many of which are smartphones.
“The company is leapfrogging rivals like OpenAI and DeepSeek by leveraging its access to billions of Android users, enabling a more effective distribution, integration, and a wider range of use cases for Gemini at scale,” Neil Shah, partner at Counterpoint Research, told CNBC.
Ben Wood, chief analyst at CCS Insight, said the smartphone is the “most pervasive consumer device on the planet” and that Google now has an “opportunity to get people hooked on Gemini.”
Google doesn’t need to sell a high volume of Pixel phones to find AI success with consumers. In fact, Pixel had just a 0.3% share of the global smartphone market in the first half of the year, compared to 23% for Samsung and 11.8% for Apple, according to the International Data Corporation.
But Google’s aim with its smartphones is to show off the best that Android has to offer in terms of software and AI. At that point, Android licensers, which include the likes of Samsung and Xiaomi, may adopt some of those features on their new handsets.
This cycle would in turn spread Google’s Gemini and AI tools to more users.
“This massive user base creates a “flywheel effect” of adoption, usage, and feedback, further solidifying Gemini’s position as a master agent on the most widely used device on the planet—the smartphone,” Shah said.
The timing is also advantageous because of struggles at rival Apple. The Cupertino giant’s lack of AI strategy has concerned investors, with the iPhone showing very few features compared to Google’s offerings.
“Google has their tails up because Apple has dropped the ball. When Apple gets AI right it will be a fantastic experience. But right now, Google and all Android licensees have a window of opportunity,” Wood said.
Yet while there is now a land grab for users between major AI players, questions still linger over how Google will eventually monetize its AI services.
The U.K. government is facing a legal challenge from campaigners over its decision to override a local authority and wave through development of a new “hyperscale” data center.
Last year, the local authority of Buckinghamshire, England, denied planning permission for proposals to build a new 90-megawatt data center on green belt land. The green belt is a term in British town planning that refers to an area of open land on which building is restricted.
Data centers, large facilities that house floods of computing systems to enable remote delivery of various IT services, have seen huge demand in recent years amid a global rush to develop powerful new AI systems, such as OpenAI’s popular ChatGPT chatbot.
At the same time, they have been met with concerns from environmental campaigners and activists due to the vast amounts of power they require to keep them running on an ongoing basis. AI, in particular, has been criticized for consuming massive amounts of energy.
Plans to develop the Buckinghamshire facility were twice rejected by the council previously. However, they were again resurrected under the Labour government, which is pushing to make the U.K. a global artificial intelligence hub by ramping up national computing capacity.
Buckinghamshire council again rejected the planned data center in June 2024, saying it would be “inappropriate” to develop it on the green belt. Then, last month, British Deputy Prime Minister Angela Rayner granted planning permission for the project, overturning the local authority’s decision.
Campaign groups Foxglove and Global Action Plan announced on Thursday that they filed a formal planning statutory review asking a court to quash Rayner’s approval of the data center, raising concerns over the vast amounts of power and water such facilities require.
“Angela Rayner appears to either not know the difference between a power station that actually produces energy and a substation that just links you to the grid — or simply not care,” Foxglove Co-executive Director Rosa Curling, said in a statement Thursday.
“Either way, thanks to her decision, local people and businesses in Buckinghamshire will soon be competing with a power guzzling-behemoth to keep the lights on, which as we’ve seen in the States, usually means sky-high prices.”
The U.K. Ministry of Housing, Communities and Local Government — which Rayner also leads — declined to comment on the legal action when asked about it by CNBC. The government has previously stressed the importance of building data center infrastructure to compete on a global level in AI development.
Thursday’s move comes after British Prime Minister Keir Starmer in January announced plans to block campaigners from making repeated legal challenges from so-called “Nimbys” to planning decisions for major infrastructure projects in England and Wales.
Nimby is a derogatory term that refers to people who protest developments they view as unpleasant or hazardous to their local area.