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I think Cybertruck was a mistake for Tesla as it created this gap in growth for the company, but the automaker is making the most out of it as it turns the electric pickup truck into a marketing tool.

Tesla never had a dud. All its vehicle programs were successful in their own rights, some even wildly successful.

It’s too early to say if the Cybertruck is also going to be successful. It is enjoying a large reservation backlog, but it will be interesting to see how the demand holds once the vehicle’s production is ramped up.

But even once it is ramped up, Tesla is only talking about producing roughly 250,000 Cybertrucks per year.

It’s not nothing, but it also doesn’t significantly move the needle.

In fact, I would argue that Cybertruck has created what Tesla is describing as a break in its “waves of growth.” The first wave was the ramp-up of Model 3/Y and the next one is expected to be the ramp-up of Tesla’s upcoming next-generation vehicles starting in late 2025.

Tesla used to grow deliveries at a rate of roughly 50% per year, which is absolutely incredible for a major automaker.

Now, the growth has slowed greatly (20% as of last quarter), and Tesla has confirmed that it should be down throughout 2024. That’s obvious. Tesla’s Model 3 and Model Y are almost maxed out, and the automaker only has Cybertruck to add to the lineup in 2024.

I would argue that Tesla would have been better off focusing its resources on its next-gen vehicles, the “$25,000 Tesla” and “robotaxi” throughout the last few years, to shorten the gap between its two growth phases.

If Tesla had brought the next-gen vehicles to market instead of the Cybertruck, it would have likely cut this break in growth by over a year.

Now, we likely can’t expect Tesla to return to 50% growth in deliveries until at least 2026.

But I have to admit, Tesla is making the best out of it. Again, I’m not saying the Cybertruck can’t be a successful vehicle program in itself. It’s too early to tell, but it could very well become one.

The production version of the Cybertruck is disappointing in many ways. It’s way more expensive than originally announced, it has a shorter range and requires an “extended range” battery pack that takes up a big part of the bed to get meaningful towing range.

On the other hand, it also introduces some cool technologies, like steer-by-wire and a 48-volt electrical system, and albeit polarizing, the novel design has attracted a lot of fans – and Tesla seems to be doubling down on that.

Hate it or love it, the Cybertruck is getting a ton of attention, and Tesla is utilizing it.

We reported that the unveiling of the Cybertruck alone already helped the sales of Tesla’s other vehicles by bringing people who were hearing about or getting interested in Tesla for the first time into the stores.

The Cybertruck rollout was also unique for Tesla. Before even starting deliveries, Tesla started to bring the vehicle in showrooms around the US. That’s unprecedented for Tesla. Again, it brought people into the showrooms, where Tesla tried to sell them its other electric vehicles.

Now, you can argue that it is still useful to have the Cybertruck in showrooms for reservation holders to come see it in person before moving forward with their orders.

However, Tesla even brought the Cybertruck to showrooms in Canada, where Tesla has yet to open orders.

Furthermore, the automaker brought Cybertruck on a tour in China and Japan, where we have no idea when or even if the Cybertruck will be available. The goal is again to bring people in stores and sell them Tesla’s other vehicles.

Therefore, it’s clear that Tesla is using the Cybertruck as a marketing tool, and at least so far, it definitely has a bigger impact that way than on its own with deliveries.

Electrek’s take

Again, I’m not saying that Cybertruck is a bad vehicle program. All I am saying is that it looks like it was a mistake to focus on it rather than Tesla’s next-generation vehicles.

It looks like for Tesla’s mission and shareholder value, it would have been better off spending the resources on bringing the next-gen vehicles to market a bit sooner. The difference over a few years would likely have been in the hundreds of thousands of vehicles.

Now, to be fair, even if Tesla’s growth is only about 15-20% this year, it’s still impressive for a major automaker entering the year with a production rate of about 2 million vehicles per year.

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Tesla now distinguishes cars by battery suppliers for tax credit eligibility

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Tesla now distinguishes cars by battery suppliers for tax credit eligibility

Tesla is now distinguishing its cars between battery suppliers in order for people who are eligible for the tax credit to get it.

Electric vehicle manufacturers in the US are still adapting to the increasingly more stringent rules of the $7,500 federal tax credit for electric vehicles.

The increased requirements for more battery material and component sourcing have shuffled the eligibility of some vehicles, and for Tesla vehicles, it can change depending on the trim.

We recently noted that Tesla managed to get its Model 3 Long Range to get access to the full tax credit. Prior to that, its generally more expensive Performance variant would cost less due to access to the tax credit.

Now, Tesla has come up with an interesting solution to optimize the use of the cells so that more people can get access to the credit.

On its inventory page, Tesla has now added a new toggle for ‘Tax Credit Eligible Vehicles’:

Screenshot

What this toggle does is distinguish vehicles with Panasonic cells, which are eligible for the tax credit, rather LG cells, which are not.

This makes sense because the vehicle and the buyer need to be eligible. The eligibility criteria for buyers are $150,000 in individual income or $300,000 for dual filers.

If you don’t fit those criteria, it makes sense to get a car that doesn’t have those cells since you won’t get the credit anyway.

Electrek’s Take

This is a great idea to optimize access to the tax credit. However, it leaves people who are not eligible with a choice because, technically, the Panasonic cells are a little more desirable even without the credit.

They are known to charge a little faster than the LG cells.

It’s not a huge difference, but it’s something that people should at least know about before buying.

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Rivian (RIVN) talks R2, cost-cutting, and more during 2024 Investor Day: Here’s the latest

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Rivian (RIVN) talks R2, cost-cutting, and more during 2024 Investor Day: Here's the latest

At its first Investor Day on Thursday, Rivian gave several insights into the EV maker’s future. CEO RJ Scaringe explained how Rivian’s software-defined EVs, built from the ground up, and other in-house tech are evolving for its next-gen vehicles.

Check out the latest from Rivian’s 2024 Investor Day below.

The next growth stage

Rivian held its first Investor Day on Thursday. In a Tesla-like presentation, Scaringe outlined Rivian’s roadmap to profitability.

A Rivian is not just any other vehicle. Rivian’s Adventure Vehicles were built from day one to improve over time. “On day 300, it’s a better vehicle,” Rivian’s CEO said during the event.

Perhaps, more importantly, Rivian is learning to build them at a “significantly” lower cost, passing the savings onto buyers.

After building an authentic luxury EV brand, Rivian is making its vehicles more accessible. Rivian shut down its Normal, IL plant in April to improve efficiency. Scaringe said the updates and supplier negotiations have resulted in “significant cost improvements.”

The company cut out 100 steps from its battery-making process, over 50 components from the body shop, and 500 parts from the design.

Rivian-costs
Production at Rivian’s Normal, IL plant (Source: Rivian)

Its focus on a scalable, flexible platform, built from the ground up, is paving the way for its future EVs.

Rivian outlines R2, future plans during 2024 Investor Day

Rivian introduced its smaller, cheaper R2 electric vehicle in March. Starting at $45,000, Rivian’s R2 is nearly half the cost of the R1S and R1T models.

After scoring over 68,000 reservations in less than 24 hours, Rivian’s R2 is expected to significantly expand its market.

Rivian-investor-day
Rivian R2 (Source: Rivian)

Rivian’s R1S is already one of the top-selling EVs. Through the first three months of 2024, Rivian’s R1S was the fourth top-selling EV in the US, behind only Tesla’s Model Y, Model 3, and Ford’s Mustang Mach-E.

According to Scaringe, it’s also the top-selling large vehicle in California, electric or gas. The tech and features driving demand will translate to a lower price point in the R2, R3, and beyond.

Rivian-investor-day
(Source: Rivian)

Rivian is consolidating ECUs, harness length, and electrical parts to cut costs. In addition to supplier negotiations and more efficient manufacturing, Rivian is confident R2 will help drive profits.

Rivian plans to begin R2 production in Normal in early 2026. Although initially Rivian planned to build R2 at its new GA plant, the move will help save $2.25 billion. More importantly, it will help get R2 to market earlier.

Rivian-investor-day
(Source: Rivian)

The new partnership with Volkswagen shows the flexibility of Rivian’s platform. Rivian’s head of software, Wassym Bensaid, said the platform can be scaled up or down for more variants.

Bensaid explained how Rivian is focused on getting its software and hardware into more EVs globally. With software at the heart, Rivian’s vehicles will continue improving over time.

Rivian-investor-day
(Source: Rivian)

Since launching, Rivian has rolled out more than 30 OTA updates, adding over 500 features. It continues to take feedback to add new features like Snow Mode and Launch Mode.

Rivian’s platform enables continuous improvement and can be used for new functions, like autonomy. Using AI and machine learning, the software constantly takes in information, analyzes it, and improves via OTA updates.

Rivian-investor-day
(Source: Rivian)

Scaringe explained how Rivian’s new Enduro and Ascend drive units, built in-house, are driving down costs while improving performance.

The new Ascend motor is paving the way for future improvements for the R2 and further generation vehicles.

Rivian-investor-day
(Source: Rivian)

Maximus, or “Enduro Gen 2,” the drive R2 and R3 drive units, is focused on cost savings with less labor and parts. The side-mounted inverter optimizes packaging.

Rivian has also significantly reduced the number of parts to support lower costs. For example, the R2 has 65% fewer parts than the R1S.

Despite its cheaper price point, the EV maker promises that R2 will still have the essence of a Rivian.

Check back for more updates from Rivian’s 2024 Investor Day.

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The EU has revised its proposed tariffs on Chinese EVs… but only in the slightest

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The EU has revised its proposed tariffs on Chinese EVs... but only in the slightest

A new report states that the European Union has slightly tweaked its proposed tariffs on imported EVs from certain Chinese automakers after those companies divulged more details of their businesses. The tariff cuts are marginal but could offer a shred of hope that the EU is still willing to negotiate said duties before they are imposed next week.

Another week, another chapter in the ongoing bluster of a potential trade war following proposed tariffs by the EU on Chinese-built EVs entering the region.

You probably know the backstory by now. The EU Commission opened an anti-subsidy probe into Chinese EV imports, deeming them unfair in competition, threatened new tariffs, the US imposed tariffs of its own quadrupled to 100%, etc.

Last we reported, Canada had joined the fracas, mulling tariffs on Chinese EVs to align with its US and EU trade partners. Meanwhile, China’s Ministry of Commerce had criticized the EU Commission’s anti-subsidy probing, claiming the requested details from foreign automakers were “unprecedented” and compared the probe to spy-like levels of inquisition.

Earlier this month, China’s Ministry of Commerce met in Beijing with several automakers subject to the EU probe, including state-owned SAIC and BYD. The meeting also included European automakers like BMW, Volkswagen, and Porsche, who have tried to help find a solution to avoid the Chinese government’s threats to “adopt firm countermeasures” and raise a provisional tariff on imported gasoline cars from the EU.

In a recent report, the EU has eased its proposed tariffs for some Chinese EV automakers, but only by mere percentage points.

China tariffs

EU reduces proposed tariffs for SAIC and Geely

According to a recent Bloomberg report, the EU has reduced some tariffs on Chinese EVs after receiving more information from automakers as part of its anti-subsidy probe. The news comes from someone familiar with the matter who spoke under the condition of maintaining anonymity.

Per the report, the following Chinese automakers will see reduced duties on EVs imported into the European market:

  • SAIC: 37.6% (Previously 38.1%)
  • Geely Automobile Holding: 19.9% (Previously 20%)

As you can see, the reduced tariff percentages are marginal but better than nothing, we suppose. The revised proposed tariffs will add to the existing 10% duty in the EU and apply to the other Chinese automakers—those who cooperated with the anti-subsidy and those who didn’t. Those proposed tariffs are an additional 20.8% (weight average duty) and 37.6% levy, respectively.

Rising EV automaker Build Your Dreams (BYD) was also mentioned in the EU tariff reduction report but will see no change to its proposed duties, which will be 17.4% if and when those tariffs take effect next.

Both China and the EU are reportedly still in talks at the negotiating table, and it appears the former is now settling for a bartered compromise rather than a complete abolishment of the new tariffs. We will keep a close watch on this ongoing story as the EU’s proposed tariffs are scheduled to initially go into effect on July 4 before definitive duties kick in this fall.

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