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Amid a shifting strategy, Ford (F) reported first-quarter earnings Wednesday, beating analyst expectations. However, due to fierce pricing pressure, Ford’s EV revenue fell 84% in Q1 2024.

Ford shifts EV strategy amid sales upswing

Despite EV sales surging 86% to 20,233 in the first three months of 2024, Ford is pulling back. All Ford electric models saw double (or triple) digit sales growth.

The F-150 Lightning remained the top-selling electric pickup in the US, with 7,743 models sold, up 80% over last year. Ford’s Mustang Mach-E was the second best-selling electric SUV in the US, with 9,589 vehicles delivered, up 77% over Q1 2023.

Meanwhile, Ford’s commercial Pro unit continues to appear as a dark horse for the automaker, with EV adoption rising 40%. Ford E-Transit sales were up 148% in Q1, with 2,891 units sold.

Ford’s growth propelled it to second in the US EV market (if you don’t include combined Hyundai and Kia sales).

The sales surge comes after Ford introduced significant price cuts and savings on the Mach-E and Lightning earlier this year.

Ford-Mach-E
Ford Mustang Mach-E (Source: Ford)

Despite rising EV sales, Ford announced it is pushing back EV production at its BlueOval City facility to 2026. It is also delaying the launch of its three-row electric SUV to focus on smaller, more affordable EVs.

In the meantime, Ford said it would introduce more hybrids to the mix as it develops its next-gen electric models.

Ford-Q1-2024-earnings
All-electric Ford Explorer (Source: Ford)

Ford’s Model e EV unit had a net loss of around $4.7 billion last year with “extremely competitive pricing” and new investments. Meanwhile, EBIT loss slipped to $1.6 billion in Q4.

Analysts expect Ford to report $40.10 billion in revenue in its Q1 2024 earnings report. Ford’s Model e, EV unit, is expected to generate around $24.5 billion in revenue with an EBIT loss of $1.65.

Ford Q1 2024 earnings results

Ford reported first-quarter 2024 revenue rose 3% to $42.8 billion, topping estimates of around $40.10 billion. Ford also topped adjusted EPS estimates with $0.49 per share in Q1 vs $0.42 expected.

The automaker posted net income of $1.3 billion, down from $1.8 billion last year. Adjusted EBIT fell 18% to $2.8 billion due to lower prices and the timing of the F-150 launch.

Ford-Q1-2024-earnings
(Source: Ford)

Ford Blue, the company’s ICE business, saw revenue fall 13%, again due to the new F-150 launch.

Ford Pro was the growth driver, with volume and revenue up 21% and 36%, respectively. The commercial and software business had an EBIT margin of nearly 17%, with first-quarter revenue of $18 billion.

Ford-Q1-2024-earnings
(Source: Ford)

Meanwhile, Ford Model e revenue slipped 84% due to “industry-wide” pricing pressure. With lower prices, the unit’s EBIT loss increased YOY to $1.3 billion. That’s about a $64,000 loss for every EV sold in Q1. However, this is still down from the $1.6 billion EBIT loss in Q4 2023.

Ford expects EV costs to improve going forward, but it will be offset by top-line pressure.

Ford-Q1-2024-earnings
(Source: Ford)

The automaker is maintaining full-year EBIT guidance, expecting to hit the higher end of the $10 billion to $12 billion range. The company now expects to generate between $6.5 billion and $7.5 billion in adjusted free cash flow, up from the previous $6 billion to $7 billion.

According to Ford, the updates reflect recent cost-cutting actions, like the delayed EV investments. Ford’s update comes after rival GM also raised full-year guidance this week.

Meanwhile, Ford is releasing a new brand campaign called “Freedom of Choice” to promote its gas, hybrid, and EV lineup amid the strategy shift.

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Tesla axes cheapest Model Y – but now there’s a longer range one for $2k more

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Tesla axes cheapest Model Y – but now there's a longer range one for k more

Tesla has introduced a new variant of the Model Y – the Long Range Rear-wheel drive – and axed the previous RWD model, which had previously been the cheapest Model Y ever in the US.

Tesla’s prices have been doing their usual fluctuating lately, with the Model Y getting a $2k discount just two weeks ago. That discount brought it to equivalent to its lowest price ever, at least when tax credits are included.

But now Tesla has axed that model, the standard range RWD Model Y, and replaced it with a longer range model for $2k more.

Tesla updated its website to add the new Long Range RWD Model Y, starting at a base price of $44,990. But, like the last model, it also qualifies for the US EV tax credit, so if you qualify for that, you can get it for $37.5k instead.

The LR RWD model started shipping early last month in Europe, so it’s not a big surprise to see it come to America now.

The new model is much the same as the old model, but has a larger battery. Instead of the 260-mile range of the SR RWD, the LR RWD comes with 320 miles of range. That’s quite a jump for just $2k more, though for people who don’t need the range, the lower base price might have been nice to retain.

That said – prior to April 19, the Model Y SR RWD sold for the same price as the LR RWD today. During the first quarter of the year, Tesla did run some temporary discounts, but basically, among the price fluctuations, you are now just getting a longer-range car for about the same price as you might have paid at certain points in the past few months. Not too shabby.

Along with these changes, Tesla also added the new Quicksilver paint option for $2,000, but it’s only available on Long Range AWD and Performance models.

This color is a lighter gray/silver, but with a lot of depth to it. It’s been out in Europe since 2022, and is quite a good looking color by all accounts (if you’re into that sort of thing). This is the first it’s come to the US – though some inventory cars have been available in the color for the last week or so.

Tesla also says that owners who bought the 260-mile battery actually got a car that came with additional hidden battery capacity. Tesla has done this before in the name of manufacturing simplicity – produced a single battery pack, but locked some to lower amounts of range through software.

Tesla plans to offer software unlocks which will allow owners who bought the 260-mile SR RWD to add an additional 40-60 miles of range, depending on which battery cells they have, for an additional $1,500-2,000. But this plan is pending regulatory approval, so stay tuned for when that might happen.

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Read the wild email Tesla is sending to suppliers amid Supercharger chaos

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Read the wild email Tesla is sending to suppliers amid Supercharger chaos

After firing its entire Supercharger team, Tesla has sent out an email to suppliers which shows just how chaotic the decisionmaking leading up to the firings must have been.

Earlier this week, Tesla abruptly fired its entire Supercharging team, leading to an immediate pullback in Supercharger installation plans. Now we’ve seen the email that Tesla has sent to suppliers, and it’s not pretty.

When the firings were announced Monday night, there was little information about how they would affect Tesla’s plans.

On Tuesday, Tesla CEO Elon Musk said that “Tesla still plans to grow the Supercharger network, just at a slower pace for new locations and more focus on 100% uptime and expansion of existing locations.” According to Tesla’s website, Superchargers currently have 99.95% uptime.

But in the interim, we’ve already heard about Supercharger projects being cancelled, including halting rollout in the entire country of Australia, including sites that had already been subject to long-term leases and given the go-ahead for construction which will now be abandoned.

And Tesla has also sent out an email to all of its suppliers, which leaked to the internet. Here it is in full, but with contact information redacted:

To all concerned:

You may be aware that there has been a recent adjustment with the Supercharger organization which is presently undergoing a sudden and thorough restructuring. If you have already received this email, please disregard it as we are attempting to connect with our suppliers and contractors. As part of this process, we are in the midst of establishing new leadership roles, prioritizing projects, and streamlining our payment procedures. Due to the transitional nature of this phase, we are asking for your patience with our response time.

I understand that this period of change may be challenging and that patience is not easy when expecting to be paid, however, I want to express my sincere appreciation for your understanding and support as we navigate through this transition. At this time, please hold on breaking ground on any newly awarded construction projects and planned pre-construction walks. If currently working on an active Supercharging construction site, please continue. Contact [email redacted] for further questions, comments, and concerns. Additionally, hold on working on any new material orders. Contact [email redacted] for further questions, comments, and concerns. If waiting on delayed payment, please contact [email redacted] for a status update. Thank you for your cooperation and patience.

The email is remarkable for several reasons, largely because it shows a lack of structure and consideration to the decision to fire the entire team.

Firstly, Tesla states that it is “attempting” to connect with suppliers and that it may have sent multiple emails to some of them. This suggests that Tesla doesn’t have an established method of contact for all of its suppliers – either it doesn’t have a master contact list, or its previous method including points of contact within Tesla is not usable because, well, those points of contact would have been fired.

Second, it says that the “adjustment” (an odd word for firing an entire department) has led to a process of establishing new leadership roles. This is typically something that a company would consider before changing leaders, and ensure that there are current employees with experience who are ready to step up to take the position of a retiring leader, perhaps with a period of mentorship prior to the outgoing leader’s retirement.

Even in a situation where a firing is sudden, it’s typically reasonable to elevate a previous second-in-command to fill the void. This is why it’s beneficial to have a deep bench – something which Tesla has touted before.

Third, Tesla goes on to mention that these suppliers are “expecting to be paid,” which suggests that Tesla is likely to welch on its payment obligations, at least in the short term. We have seen Musk refuse to pay bills before, so mention of skipping out on payment must raise alarm bells for suppliers who have been working in good faith with Tesla.

Finally, Tesla asks for suppliers to continue construction on active projects, but to hold on breaking ground or doing pre-construction site walks. This could be considered unclear, as there are many parallel steps to approval, permitting and construction of sites, so it’s hard to set a single line that is easily communicated about which sites should continue and which sites shouldn’t. Presumably, site contacts within Tesla would be able to reach out to individual sites and tell them whether to continue construction or not – if they were still working there, which it seems they are not.

To ask for patience is reasonable when an unforeseen circumstance hits a company, but this is not an unforeseen circumstance – it is entirely self-inflicted by Tesla.

Other charging providers have reacted to Tesla’s disruption of its own Supercharger plans, with at least one company, Revel, suggesting that it’s ready to swoop in on “really good sites” that Tesla left on the table, particularly in Revel’s home in New York City.

Electrek’s Take

We have heard from several sources who told us that the reason for these firings is because Rebecca Tinucci, former head of Tesla’s EV Charging division, resisted Musk’s demand to fire large portions of her team.

While this is hearsay, it’s plausible considering the language in Musk’s letter announcing the firings – which claimed that some executives are not taking headcount reduction seriously, and made a point to say that executives who retain the wrong employees may see themselves and their whole teams cut. It isn’t a stretch to think that Musk included those demands since they were related to his firing of Tinucci and her team.

The Supercharging team was one of the more successful and crucial teams within Tesla, and many observers consider the Supercharger network to be Tesla’s primary “moat” that makes it better than the competition. Tinucci was also responsible for negotiating NACS agreements across the industry, leading to a huge win when Tesla’s plug became the de facto standard after basically every automaker adopted it over the course of the last year.

Superchargers are also incredibly important, especially in North America. In Europe there are more successful non-Tesla charge providers, but in NA, Tesla is the big dog. And if infrastructure is important, then Tesla pulling back is bad not just for Tesla but for EVs as a whole.

It seems abundantly clear that, whatever explanation we accept, the firing of the Supercharger team was not well-considered (and our readers seem to agree). Even if headcount reduction is necessary, the whole team shouldn’t be laid off. Even if it was necessary as a retaliatory measure – which would not be a good rationale – it still would be wiser to retain some part of it so as to avoid the chaos suggested by the email above.

Whatever mechanism led to the firing, it does fit into a pattern of increasingly erratic behavior that Musk has been showing lately.

Many possible explanations have been advanced to explain this behavior, and most of them don’t increase my personal faith that Musk will make the right decisions with Tesla.

As I said in our original post about Tesla’s first round of layoffs, we do need Tesla to keep pushing the industry forward. While Pandora’s box is open and EVs are here to stay at this point, regardless of Tesla’s ups and comparatively-rare downs, the rest of the industry is still trying hard to pump the brakes on the transition, even if it means America will be less competitive if those companies get their way.

Tesla is one of the few entities that is large enough and committed enough to dragging those timelines forward, whether the rest of the industry likes it or not. We need a healthy Tesla, and for that, we need steadier management. This email is not an example of that – and neither are most of Musk’s managerial actions recently.

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Podcast: more Tesla layoffs, charging team all gone, what is going on? Let’s talk about it

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Podcast: more Tesla layoffs, charging team all gone, what is going on? Let's talk about it

On the Electrek Podcast, we discuss the most popular news in the world of sustainable transport and energy. In this week’s episode, we discuss the additional Tesla layoffs, the entire charging team’s departure, and more. Let’s talk about it.

Sponsored by SplitVolt: The Splitvolt Splitter Switch automatically shares power from your existing 240V dryer socket with your Level 2 EV charger. Learn more here.

The show is live every Friday at 4 p.m. ET on Electrek’s YouTube channel.

As a reminder, we’ll have an accompanying post, like this one, on the site with an embedded link to the live stream. Head to the YouTube channel to get your questions and comments in.

After the show ends at around 5 p.m. ET, the video will be archived on YouTube and the audio on all your favorite podcast apps:

We now have a Patreon if you want to help us avoid more ads and invest more in our content. We have some awesome gifts for our Patreons and more coming.

Here are a few of the articles that we will discuss during the podcast:

Here’s the live stream for today’s episode starting at 4:00 p.m. ET (or the video after 5 p.m. ET):

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