Elon Musk goes from sleeping on Tesla’s factory floor to sleeping in sales office
Elon Musk is reportedly taking over responsibilities for Tesla’s sales in North America and Europe amid a leadership transition.
The CEO is going from “sleeping on Tesla’s factory floor” to now sleeping in the sales offices.
For years, Tesla was production-constrained and struggled to ramp up manufacturing to meet demand.
Around this time, CEO Elon Musk claimed he was “sleeping on the factory floor” to help with the production effort.
Tesla’s days of being production-constrained are now far behind the automaker, which currently operates its factories at about 50% capacity due to demand problems.
The company’s sales have been declining, partly due to Musk alienating Tesla’s customer base through his involvement in politics and controversial statements on social media.
Tesla blamed its poor performance in the first quarter on the Model Y changeover limiting production, but the company is about to release its second quarter delivery results, which are expected be just as bad as Q1 and Tesla can’t use the production changeover as an excuse.
We recently learned that Musk fired Omead Afshar, his former chief of staff, who had been responsible for overseeing Tesla’s operations in North America and Europe.
It appears that Musk is placing the blame for Tesla’s poor sales performance on Afshar.
According to a new report from Bloomberg, Musk will now personally oversee North American and European sales at Tesla following Afshar’s departure from the company.
The move will add responsibilities to the CEO, who is also CEO of SpaceX, the defacto leader at X, xAI, and also leading efforts at The Boring Company and Neuralink, while also claiming to be launching a new political party in the US.
However, he is reportedly not taking all of Afshar’s responsibilities as the manufacturing in those regions will fall again on Tom Zhu.
Zhu has long been the leader of Tesla’s operations in China and led the very successful Gigafactory Shanghai effort.
Gigafactory Shanghai quickly became Tesla’s best-performing manufacturing facility and to replicate the success in Texas, Musk made Zhu in charge of all Gigafactories back in late 2022.
However, we reported that Zhu was taking an even bigger role at Tesla as Musk was busy running several other companies and spending especially more time at his newly acquired Twitter.
We exclusively reported that Zhu was even made in charge of North American sales and became the de facto head of Tesla’s automotive business – second in command to Musk at Tesla.
However, he took a step back from global responsibilities in 2024 and returned to China.
Now, it sounds like Musk was again be relying on him for global manufacturing, but Zhu has also been having issues with sales in China.
Tesla’s current sales in the world’s largest EV market are down 22,000 units year-to-date compared to last year despite the new Model Y and record discounts.
Electrek’s Take
It looks like Elon is trying to put the blame on Afshar for Tesla’s demand problem even though he is clearly the main reason for them.
He is widely unpopular and it is affecting Tesla since he has made sure to be the face of the company for the last decade.
I don’t think him being in charge of sales is going to help much. Tesla is offering record incentives and its sales are dropping despite global EV sales booming. I wouldn’t surprised if Musk’s approach is to set unrealistic goals for the sales staff and then apply a ton of pressure with threats of more layoffs.
That’s what Tesla did in China in 2023-2024 and it led to a lot of problems, high turnover, and staffs reportedly falsying data to comply with the unrealistic goals.
If Tesla wants to get past its demand problems, I already have the solutions in my Secret Tesla Master Plan.
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After a month off trying to wrap our heads around all the chaos surrounding EVs, solar, and everything else in Washington, we’re back with the biggest EV news stories of the day from Tesla, Ford, Volvo, and everyone else on today’s hiatus-busting episode of Quick Charge!
It just gets worse and worse for the Tesla true believers – especially those willing to put their money where Elon’s mouth is! One believer is set to lose nearly $50,000 betting on Tesla’s ability to deliver a Robotaxi service by the end of June (didn’t happen), and the controversial CEO’s most recent spat with President Trump had TSLA down nearly 5% in pre-morning trading.
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Hyundai is getting ready to shake things up. A new electric crossover SUV, likely the Hyundai IONIQ 2, is set to debut in the coming months. It will sit below the Kona Electric as Hyundai expands its entry-level EV lineup.
Is Hyundai launching the IONIQ 2 in 2026?
After launching the Inster late last year, Hyundai is already preparing to introduce a new entry-level EV in Europe.
Xavier Martinet, President and CEO of Hyundai Europe, confirmed that the new EV will be revealed “in the next few months.” It will be built in Europe and scheduled to go on sale in mid-2026.
Hyundai’s new electric crossover is expected to be a twin to the Kia EV2, which will likely arrive just ahead of it next year.
It will be underpinned by the same E-GMP platform, which powers all IONIQ and Kia EV models (EV3, EV4, EV5, EV6, and EV9).
Like the Kia EV3, it will likely be available with either a 58.3 kWh or 81.4 kWh battery pack option. The former provides a WLTP range of 267 miles while the latter is rated with up to 372 miles. All trims are powered by a single electric motor at the front, producing 201 hp and 209 lb-ft of torque.
Although it may share the same underpinnings as the EV2, Hyundai’s new entry-level EV will feature an advanced new software and infotainment system.
According to Autocar, the interior will represent a “step change” in terms of usability and features. The new system enables new functions, such as ambient lighting and sounds that adjust depending on the drive mode.
It’s expected to showcase Hyundai’s powerful new Pleos software and infotainment system. As an end-to-end software platform, Pleos connects everything from the infotainment system (Pleos Connect) to the Vehicle Operating System (OS) and the cloud.
Pleos is set to power Hyundai’s upcoming software-defined vehicles (SDVs) with new features like autonomous driving and real-time data analysis.
As an Android-based system, Pleos Connect features a “smartphone-like UI” with new functions including multi-window viewing and an AI voice assistant.
The new electric crossover is expected to start at around €30,000 ($35,400), or slightly less than the Kia EV3, priced from €35,990 ($42,500). It will sit between the Inster and Kona Electric in Hyundai’s lineup.
Hyundai said that it would launch the first EV with its next-gen infotainment system in Q2 2026. Will it be the IONIQ 2? Hyundai is expected to unveil the new entry-level EV at IAA Mobility in September. Stay tuned for more info. We’ll keep you updated with the latest.
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Tesla has unveiled its lithium-iron-phosphate (LFP) battery cell factory in Nevada and claims that it is nearly ready to start production.
Like several other automakers using LFP cells, Tesla relies heavily on Chinese manufacturers for its battery cell supply.
Tesla’s cheapest electric vehicles all utilize LFP cells, and its entire range of energy storage products, Megapacks and Powerwalls, also employ the more affordable LFP cell chemistry from Chinese manufacturers.
This reliance on Chinese manufacturers is less than ideal and particularly complicated for US automakers and battery pack manufacturers like Tesla, amid an ongoing trade war between the US and virtually the entire world, including China.
As of last year, a 25% tariff already applied to battery cells from China, but this increased to more than 80% under Trump before he paused some tariffs on China. It remains unclear where they will end up by the time negotiations are complete and the trade war is resolved, but many expect it to be higher.
Prior to Trump taking power, Tesla had already planned to build a small LFP battery factory in the US to avoid the 25% tariffs.
The automaker had secured older manufacturing equipment from one of its battery cell suppliers, CATL, and planned to deploy it in the US for small-scale production.
Tesla has now released new images of the factory in Nevada and claimed that it is “nearing completion”:
Here are a few images from inside the factory (via Tesla):
Previous reporting stated that Tesla aims to produce about 10 GWh of LFP battery cells per year at the new factory.
The cells are expected to be used in Tesla’s Megapack, produced in the US. Tesla currently has a capacity to produce 40 GWh of Megapacks annually at its factory in California. The company is also working on a new Megapack factory in Texas.
Ford is also developing its own LFP battery cell factory in Michigan, but this facility is significantly larger, with a planned production capacity of 35 GWh.
Electrek’s Take
It’s nice to see this in the US. LFP was a US/Canada invention, with Arumugam Manthiram and John B. Goodenough doing much of the early work, and researchers in Quebec making several contributions to help with commercialization.
But China saw the potential early and invested heavily in volume manufacturing of LFP cells and it now dominates the market.
Tesla is now producing most of its vehicles with LFP cells and all its stationary energy storage products.
It makes sense to invest in your own production. However, Tesla is unlikely to catch up to BYD and CATL, which dominate LFP cell production.
The move will help Tesla avoid tariffs on a small percentage of its Megapacks produced in the US. Ford’s effort is more ambitious.
It’s worth noting that both Ford’s and Tesla’s LFP plants were planned before Trump’s tariffs, which have had limited success in bringing manufacturing back to the US.
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