Tesla Cybertruck is a mistake turned marketing tool

Published

11 months ago

February 19, 2024

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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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Environment

Texans can now join a VPP and get 2 sonnen batteries at no upfront cost

Published

5 hours ago

January 17, 2025

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Texans can now join a VPP and get 2 sonnen batteries at no upfront cost

A groundbreaking new Virtual Power Plant Power Purchase Agreement (VPA) provides Texans with solar panels and two 20 kWh sonnen batteries at no upfront cost.

A new sonnen storage + solar VPP for Texans

SOLRITE Energy, which finances solar and battery storage, and global battery storage manufacturer sonnen today announced the launch of their new VPA in Texas’s ERCOT market. This program offers solar and battery storage for homeowners at an affordable monthly rate, making backup power accessible for many Texans.

Here’s how it works: SOLRITE installs solar panels and sonnen batteries at eligible customer households with no upfront cost. (I’ve asked the sonnen spokesperson what the eligibility criteria are and will update this post when I hear back.) Homeowners then pay a lower-than-average rate for the solar energy they produce each month, saving them money compared to typical electricity rates in Texas.

Texans participating in the SOLRITE program pay a leading rate of 12¢ per kWh for solar energy, significantly lower than the 19-20¢ per kWh rate commonly seen in the state.

The sonnen batteries provide backup power for each home at no charge and enable Texan homeowners to join a larger virtual power plant (VPP) network. The VPP supports the Texas grid, reducing reliance on polluting power plants during times of high demand. SOLRITE and sonnen generate revenue from the energy stored in these batteries, which helps cover the cost of the equipment, and that’s what allows homeowners to use the battery systems at no cost.

Each day, the sonnen batteries in the VPP help balance the Texas grid by directing power where it’s needed most and when it’s most valuable. This reduces energy costs for everyone, whether they’re in the VPP or not, and strengthens the grid’s efficiency and resilience.

The VPP also differs from traditional solar buyback programs that send extra energy to the grid whenever it’s sunny. Instead, the sonnen battery network strategically controls when and how energy is shared with the ERCOT grid, making solar energy a more reliable power source.

Since September 2024, SOLRITE says it’s already committed over 40 megawatt-hours of residential battery power to the Texas market through this program, working with solar installers statewide.

Blake Richetta, chairman and CEO of sonnen Inc. USA said:

The bold and inventive SOLRITE introduction in the Texas market represents the most successful early-stage launch of the sonnenConnect VPP in the world.

sonnen is proud to dispatch authentic VPPs across the United States and Australia, as well as the largest behind-the-meter residential battery based VPP in the European Union – with nerve centers in Germany, Italy and Belgium, amongst other countries.

And in all of these markets, we have never seen anything like the SOLRITE Texas launch. We are so proud of the SOLRITE invention, and we are passionate to build a SOLRITE-Future for Texas.

Electrek’s Take

I belong to a virtual power plant in Vermont and have two Tesla Powerwalls, and I love being part of this program. I lease my Powerwalls for $55 a month and had to pay a couple thousand dollars to have them installed, so what sonnen and SOLRITE are offering to Texans is a really good deal.

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Environment

As Biden heads out, $43.7M goes to 25 EV charging accelerator projects

Published

7 hours ago

January 16, 2025

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As Biden heads out, .7M goes to 25 EV charging accelerator projects

The Joint Office of Energy and Transportation’s Communities Taking Charge Accelerator has awarded $43.7 million to 25 innovative EV charging projects across the US.

The Communities Taking Charge Accelerator was launched on April 16, 2024, and the funding comes from the Infrastructure Investment and Jobs Act.

The three main goals of the funding are to expand access to electrified mobility options for folks who don’t have access to home charging, accelerate opportunities for fleet electrification, and improve and advance managed charging systems to mitigate impacts and optimize usage of the grid.

On January 15, 25 project awardees were announced that impact 23 states, the District of Columbia, and Puerto Rico. Challenges that the projects will address include:

Solving for no-home charging. Not everyone has a driveway or garage to charge their EVs, e-bikes, or scooters. Projects are testing creative solutions like curbside chargers, multifamily charging setups, and shared community micromobility hubs. They also look at everything from rate design to building multimodal charging hubs, making it easier for people in apartments or urban areas to power up.

In this project, for example, Voltpost will install lamppost EV chargers in San Francisco using existing infrastructure.

Electrifying fleets for people and goods. Think of shared rides, carpool services, and last-mile delivery trucks. Electrifying these types of light- and medium-duty fleets could have a huge impact on reducing emissions. These projects aim to figure out how to charge fleets more efficiently, whether they’re transporting people or goods. It’s all about improving community access to clean transportation options while keeping operations smooth for fleet operators.

The Los Angeles County Metropolitan Transportation Authority’s project allows Metro Bike Share to increase access to electric bikes by implementing electrified stations with in-dock charging.

Managed charging for clean reliable energy. Managed charging is about coordinating when and how EVs charge to avoid grid strain and use renewable energy whenever possible. Projects in this area are working on open-source tools and standards to make managed charging tech accessible and easy to integrate into today’s energy systems.

The University of Alabama is running a project to develop and implement an end-to-end multi-stakeholder EV charging management framework to enhance grid reliability.

Gabe Klein, executive director of the Joint Office, said, “This investment aims to expand transportation and energy infrastructure to meet the current and anticipated demands – from how people charge and use shared vehicle fleets including e-bikes around transit hubs to a new model for more affordable multifamily housing charging – advancing a more holistic energy and transportation ecosystem.”

Electrek’s Take

The Biden administration has been rapidly doling out funds to clean energy and EV projects, and it’s great to see the Communities Taking Charge Accelerator funds reach its recipients at the 11th hour. There are some great projects, which you can check out here.

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Environment

Tesla says a new way to clean cameras are coming

Published

8 hours ago

January 16, 2025

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Tesla says a new way to clean cameras are coming

Tesla announced on X that it is working on a new way to keep the cameras clean on the Cybertruck.

Hopefully, it will make its way to other Tesla vehicles because it is a common problem with the performance of its advanced driver assist systems (ADAS).

When driving using Tesla’s Autopilot or Full Self-Driving (Supervised) suite of driver-assist features, you will often get an alert that the system might not work properly because “one or more cameras are obstructed” due to dirt or snow coming off the road and into the lenses.

For Cybertruck, that’s an even problem because the rear-view camera is the only way to look behind the vehicle when the tonneau cover is up.

It led to some owners complaining that they need to remember to clean the camera at the back of the truck almost every time they use it, especially in the winter.

Tesla responded to some of those comments through its ‘Tesla AI’ account on X. One owner specifically asked if Tesla is planning a solution for when it achieves “unsupervised self-driving” because it then can’t expect someone to always be able to clean the cameras and Tesla responded:

On a more serious note, a more comprehensive cleaning solution is being worked on.

Tesla didn’t elaborate on the solution or when it would be available.

Back in 2019, we reported on Tesla applying for a patent on technology “to use laser beams to clean debris off its cars automatically.” It mused that it could be used to clean cameras, but nothing came out of the patent application.

Tesla says that it plans to achieve unsupervised self-driving capability in California and Texas around Q2 2025, but the latest data makes this sound extremely unlikely, to say the least.

Electrek’s Take

I doubt that it will be lasers, though it would be cool, but there’s undoubtedly a need for a solution.

In my own experience with FSD in the Quebec winter, I get alerts of obstructed cameras literally every other drive.

Tesla has already implemented heaters, which help some, but other than the front-facing cameras, which benefit from the windshield wipers, there’s a need for more.

What’s interesting here is Tesla basically admits that for unsupervised self-driving, which was part of the question it answered, it needs to add extra hardware to make it work.

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