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Tesla has fired its entire 40-person “growth content” ad team as part of its recent massive round of layoffs. The ad team had been part of Tesla’s push to increase traditional advertising.

Since Tesla’s very beginning, the company has shied away from traditional advertising methods to sell its cars. Tesla still had marketing spend – events and so on – but just didn’t spend money to put paid advertisements on TV, on the internet, billboards, etc.

Instead, it focused on other methods to get its brand in front of people – for example, an early unique push to open Tesla stores in malls, rather than using traditional dealerships. Or its referral program, which turned owners into paid word-of-mouth advocates (incidentally, Tesla is shutting that down on April 30, but says it will bring it back in another form later). Or… blasting a Roadster into space.

But for a long time, there has been a push among advocates for Tesla to start advertising in mass media, as one of the few companies that is big enough and has enough money and interest to really make a full-throated case for EVs (as opposed to other companies, many of which focus on greenwashing or disinformation).

Finally, last year, a shareholder brought up the question of advertising at Tesla’s annual shareholder meeting, and CEO Elon Musk, who “hates advertising,” said “we’ll try a little advertising and see how it goes.

Since then, Tesla started running ads in various media. This included video ads on YouTube, Facebook and, controversially, putting ads on Twitter after Tesla CEO Elon Musk wasted tens of billions of dollars (and tons of his own time) on it. We recently reported that Tesla has spent at least $200,000 on ads on Twitter.

But those ads apparently did not turn out to Musk’s liking, as today Bloomberg reported that Tesla has cut its entire 40-person “global growth content” ad team. Musk confirmed the layoffs on twitter in a reply to the Bloomberg article, saying that the ads, one of which highlighted the ability to turn your lock sound into a fart, were “too generic”:

The team was led by Alex Ingram, who had worked in marketing for Tesla since 2020. But the new “growth content” team only started in December, and Ingram was actively recruiting to grow it in the last few months. Another director, Jorge Milburn, who had been with Tesla for 9 years and built the company’s presence in Iberia before moving into a growth position in the Netherlands, was laid off as well.

The team’s “maiden voyage” was only last month, with a 30-minute livestream going over the details of the new Model 3 “Highland” refresh. That livestream was promoted by Musk seen by 4.2 million people according to twitter’s, uh, generous view count methodology.

The firings come as part of a volatile time for the company, which in the week since it laid off 10% of its staff (including two key executives) has also ended its referral program (perhaps temporarily), lowered the price of FSD software and of most of its cars, put its $25k car on the backburner, recalled its new Cybertruck, all while filing to ask for a $55billion payout for its CEO and to move the company’s incorporation to Texas.

All of this news comes in a month where Tesla announced bad quarterly delivery results, with a rare year-over-year drop in deliveries. The company will release its quarterly results tomorrow afternoon (and perhaps also unveil its Model 3 Ludicrous performance car).

Electrek’s Take

I’ve never particularly thought that Tesla did need to push into advertising. While ads are effective and marketing is necessary for any business, Tesla has never had any trouble selling cars before, with nearly every quarter in the company’s history resulting in higher sales than the year prior. For a long time, Tesla has been supply-constrained, not demand-constrained, so it didn’t really matter if it advertised or not.

However, last quarter specifically, Tesla was very much not supply-constrained. Inventory grew a lot last quarter, as Tesla produced many more cars than it sold.

This is precisely the time when a company could use a little advertising or marketing to manage the way its getting its name out in front of the public.

This is especially true when the company’s other primary marketing outlet is an outspoken CEO who has recently dedicated his time more towards boosting anti-semitic conspiracy theories than to boosting Tesla. This has turned off Tesla’s core demographics, which is having a significant effect on people’s desire to buy the company’s cars.

One might say that Tesla’s poor performance over the last quarter is an example of why this team was cut, since their methods were clearly not effective given Tesla’s sales results. But the team hadn’t even had time to get off the ground yet, so it seems premature to axe it this early on.

There’s a lot of ways that traditional advertising is boring, and that utilizing new methods to their maximum extent can help companies reach new customers in more interesting and efficient ways. Tesla has done a good job of the latter, so far.

But I think firing a whole team that’s meant to explore those methods, while also relying on your company’s part-time CEO (who’s seemingly more interested in getting in dumb fights and responding to racist/sexist/everything-else-ist memes on twitter) to do the bulk of Tesla’s outreach, is probably not the best way to get out of a sales slump.

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Tesla drops Steam gaming support inside its vehicles

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Tesla drops Steam gaming support inside its vehicles

Tesla is telling new Model S and Model X buyers that they won’t have access to Steam gamin inside their electric vehicles.

Even though Tesla has been investing heavily into integrating video games into its in-car entertainment system, it still surprised many when Tesla said earlier this year that it planned to go as far as integrating Valve’s Steam, an online video game store and distribution platform, in its vehicles.

Steam has such a large library of games, including high performance games that haven’t been integrated into Tesla vehicles before.

In late 2022, Tesla officially launched its Steam Beta native app in new Model S and Model X vehicles.

However, we now learn that Tesla is dropping the feature. The automaker wrote to people taking delivery of new Model S and Model X vehicles:

Tesla is updating the gaming computer in your Model X and your vehicle is no longer capable of playing Steam games. All other entertainment and app functionalities are unaffected.

It doesn’t sound like current owners are affected by the change.

Tesla has been known to drop existing apps in new vehicles while keeping them vehicles already delivered, like the Disney Plus app.

Electrek’s Take

I’m not so surprised. While it was an interesting idea, I’ve always maintained that if you want to game inside your Tesla, you’re better off with a mobile gaming device, whether it be a gaming laptop or Steam Deck or something like that.

Some games are enjoyable inside the Tesla, but it is a limited gaming rig. Maybe it is because it is a car.

I assume that Tesla saw that very few people were using Steam inside its vehicles and dropped it.

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Toyota preps first electric pickup, the Hilux BEV, following BYD Shark PHEV truck launch

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Toyota preps first electric pickup, the Hilux BEV, following BYD Shark PHEV truck launch

Following the launch of BYD’s first pickup, the Shark PHEV, Toyota is testing an all-electric Hilux BEV model. Toyota is preparing to produce its first electric pickup in Thailand by the end of next year.

Toyota to launch its first electric pickup in Thailand

As one of the top-selling pickups globally, the Toyota Hilux is the perfect model to go all-electric. It’s already sold in 180 countries and regions with a wide-reaching market of buyers.

Toyota has been teasing an all-electric version for some time. Although its first “electrified” Hilux Hybrid 48V was introduced last December, it still has a 2.8L diesel engine for a modest 5% fuel efficiency improvement.

The automaker even unveiled a hydrogen fuel cell Hilux prototype last year, so where is the all-electric version?

Speaking to reporters at the Bangkok International Motor Show in March, Toyota Thailand president Noriaki Kamashita confirmed the Hilux EV would roll out by the end of 2025.

“Our intention is to be producing the Hilux BEV over here,” Pras Ganesh, executive vice president of Toyota Motor Asia, confirmed to Reuters this week.

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Toyota Hilux Revo BEV Concept (Source: Toyota Motor)

Although the first electric Toyota pickup will be aimed at the Thailand market, Toyota is considering exporting the model, according to Ganesh.

Toyota is still working out the kinks ahead of its debut.”The more range I have to put on it, the more battery I have to put on it, which means the weight of the vehicle also becomes significantly heavier, which means the loading can be much less,” Ganesh explained.

Toyota-first-electric-pickup
Toyota HiLux BEV electric pickup (Source: Toyota)

“So is it going to meet the customer’s usage needs?’ is always our biggest issue. We are always trying to understand what they do.”

BYD, Chinese automakers are taking over

Meanwhile, Chinese rival BYD launched its first pickup this week. BYD introduced the Shark, a plug-in hybrid pickup with 100 km (62 mi) NEDC all-electric range. Combined, the Shark PHEV can travel 840 km (522 mi) NEDC range.

BYD-Shark-pickup
BYD Shark launch event (Source: BYD)

BYD launched the Shark in Mexico but plans to take the pickup globally. Available in two versions, the GL model starts at $53,400 (899,980 pesos), while the GS costs $58,100 (969,800 pesos).

According to BYD, the Shark’s fuel consumption (7.5L per 100 km) is 40% lower than that of a full gas-powered engine truck.

At 5,457 mm long, 1,971 mm wide, and 1,925 mm tall, the BYD Shark is a direct rival to Toyota’s top-selling Hilux pickup (5,325 mm long X 1,855 mm wide X 1,815 mm tall).

Electrek’s Take

After traveling across Thailand for my honeymoon over the past few weeks, I can confirm that Toyota Hilux models are everywhere. Japanese automakers like Toyota and Honda are still the most popular on the road.

Having said that, BYD and other Chinese automakers like MG and GWM are making a strong push. Most of the Grab (Thailand’s Uber) that I took were electric MG or BYD vehicles. The most popular models during my travels were the MG4, BYD Atto 3, Ora Good Cat (and Funky Cat), and BYD Dolphin. I also saw a bunch of Teslas and a handful of Volvo EVs.

I even saw a bunch of them on the smaller, less developed islands. Signs everywhere (Airports, highways, markets, etc.) were promoting BYD, MG, XPeng, and other Chinese EVs.

BYD was Thailand’s best-selling EV brand last year, with the Atto 3 being the top-selling electric model. Over 19,200 were delivered, and you can start to see the shift.

Meanwhile, Toyota’s sales are down over 25% in Thailand this year (133,406) after falling another 32% in March.

After breaking ground last March, BYD is expected to finish construction on its first car plant in Thailand. Once up and running, the plant is expected to produce 150,000 vehicles a year as BYD looks to grow its brand in the region.

Toyota will need to hurry to keep up with Thailand’s rapidly evolving auto market, or it risks falling further behind BYD, MG, and GWM.

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NIO’s new low-cost Onvo L60 EV could boost sales to +20,000 per month

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NIO's new low-cost Onvo L60 EV could boost sales to +20,000 per month

The first model of NIO’s new low-cost Onvo brand, the L60 electric SUV, could lead to a sales surge, according to at least one analyst. Aimed at Tesla’s best-selling Model Y, the NIO Onvo L60 could boost sales to over 20,000 per month as an even more affordable ($30K) option.

NIO’s new $30K Onvo L60 could lead to a sales surge

After launching the first EV under its new mass-market Onvo brand this week, starting at $30,500 (219,900 yuan), NIO’s new electric SUV is already attracting analysts’ attention.

In a statement sent to investors overnight, Deutsche Bank (via CnEVPost) analyst Wang Bin’s team said: “Onvo L60 SUV will officially start delivery in Sep. 2024, and the company is targeting Onvo L60 monthly delivery volume of ~10,000 units.”

However, the analyst agreed NIO’s previous target of 20,000 deliveries per month is doable. “Thus we think Nio’s expectation of monthly >20,000 unit delivery is achievable with boost from Onvo.”

At 4,828 mm long, 1,930 mm wide, and 1,616 mm tall, the Onvo L60 will directly rival the Model Y (4,750 mm long X 1,921 mm wide X 1,624 mm tall).

NIO's-Onvo-L60-sales
NIO CEO William Li presents the Onvo L60 electric SUV (Source: NIO)

A true Tesla Y rival?

Starting at $30,500 (219,900 yuan), NIO’s new electric SUV undercuts the Tesla Model Y in China. Tesla’s base RWD Model Y starts at $34,500 (249,900 yuan) with up to 554 km (344 mi) CLTC range.

NIO Onvo L60 vs Tesla Model Y trims Range
(CLTC)
Starting Price
NIO Onvo L60 (60 kWh) 555 km (341 mi) 219,900 yuan ($30,500)
NIO Onvo L60 (90 kWh) 730 km (454 mi) TBD
NIO Onvo L60 (150 kWh) +1,000 km (+621 mi) TBD
Tesla Model Y RWD 554 km (344 mi) 249,900 yuan ($34,600)
Tesla Model Y AWD Long Range 688 km (427 mi) 290,900 yuan ($40,300)
Tesla Model Y AWD Performance 615 km (382 mi) 354,900 yuan ($49,100)
NIO Onvo L60 vs Tesla Model Y

The new NIO Onvo L60 gets over 1,000 km (+621 mi) CLTC range with the top-of-the-line 150 kWh version. However, the base L60, starting at $30,500 (60 kWh battery), gets up to 555 km (341 mi) range.

Tesla’s Long Range AWD Model Y starts at $40,300 (290,900 yuan) with up to 688 km (427 mi) range, while the AWD Performance model costs $49,100 (354,900 yuan).

NIO-Onvo-Tesla
NIO Onvo L60 electric SUV (Source: NIO)

NIO says its new electric SUV has better energy consumption than the Tesla Model Y (12.1 kWh/100km vs. 12.5 kWh/100km) under the same CLTC conditions.

Bin’s team expects NIO to launch six new vehicles next year, generating 300,000 in sales. That would be 25,000 unit sales per month, including NIO’s new Onvo brand.

NIO-Onvo-Tesla
NIO Onvo L60 electric SUV (Source: NIO)

New EVs to accelerate growth

NIO CEO William Li and Alan Ai, president of Onvo, revealed the brand’s second model will be a larger (six or seven-seater) electric SUV. According to CarNewsChina, the second Onvo EV is expected to launch in 2025.

In addition to the two new Onvo EVs, Bin’s team expects four new NIO brand models to roll out next year: the ET9 Sedan, ES8 SUV, and ES7 SUV, all based on its new NT 2.0 platform.

NIO-Onvo-Tesla
NIO Onvo L60 electric SUV (Source: NIO)

“As a result, we forecast Nio’s total 2025 sales volume to increase 62% YoY to 300,000 units,” the note read. The breakdown includes 200,000 NIO brand models and another 100,000 in Onvo sales.

NIO delivered 15,620 vehicles last month, up 135% YOY, with the EC6 (+53%), ES6 (+48%), and ET5 (+52%) all seeing double-digit month-over-month gains.

NIO management told the media this morning that the the development of Onvo’s second EV is almost complete and deliveries will begin next year.

NIO's-Onvo-L60-sales
NIO EC6 (Source: NIO)

“If the product is done right, a single model could sell enough, as Tesla BYD has proven,” Li said. BYD recently launched its own Model Y competitor, the Sea Lion 07, starting at 189,800 ($26,250), undercutting both rival EVs (Check out BYD’s Sea Lion 07 here).

What do you you think? Can NIO’s new Onvo brand match Tesla’s or BYD’s sales? Drop us a comment below to let us know your thoughts.

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