Americans are rushing to buy electric vehicles ahead of the expiration of the $7,500 consumer tax credit at the end of this month.
And fewer of those cars are Teslas.
Preliminary data from Cox Automotive for August, first shared with Reuters, shows that the month was the best for EVs in U.S. history, with just over 146,000 units sold, comprising almost 10% of total car sales that month. At the same time, Tesla’s share of the EV market hit its lowest recorded level, down to a (still sizable) 38%.
Cox’s data puts Tesla sales at 55,000 for the month, which is up a little more than 3% from July but down over 6% from a year prior, while the company’s total market share fell from just over 40% in July and 45% in the first half of the year. In 2020, by contrast, Tesla’s share of U.S. EV sales was about 80%. Overall, Cox estimated that Tesla sales in the U.S. are down about 9% so far this year.
“The U.S. EV market is in a far more dynamic place than a few years ago,” Corey Cantor, the research director at the Zero Emissions Transportation Association, told me in an email. “Most automakers now offer electric vehicle models in multiple segments. There are multiple electric vehicles available below the average price point of a new car at $48,000.”
Entering this new phase means that the EV market is getting less Tesla-centric, almost by definition. Morgan Stanley reported that electric vehicle sales were up 23% in August from a year ago, while overall car sales were up 7.5% — although even amidst this industry-wide growth, Tesla sales fell more than 3% year over year, while electric vehicle sales were up 42%.
Much of that EV market growth comes down to timing. “Early indications are that EV sales are in fact surging over the past two months, following the changes that will phase the credit out at the end of this month. We’ve seen record sales for EV models last month, such as the Honda Prologue,” Cantor said. This likely means some portion of these sales are being “pulled forward” from buyers trying to beat the deadline and these sales numbers will not persist through the rest of the year.
As Tesla’s stranglehold over the U.S. EV market may be weakening, so too is its hold on the international market. Thanks to CEO Elon Musk’s association with right wing politics in the U.S. and abroad, and to fierce competition from Chinese EV leader BYD, Tesla’s sales have fallen dramatically in Europe. Globally, BYD overtook Tesla in sales last year.
None of that seems to matter much to Tesla’s leadership, or to its shareholders. On Friday, the company’s board of directors put forward a new compensation plan for Musk that would boost his ownership of the company to around 25% and put him in line for a $1 trillion payday if he meets growth and performance targets over the next decade.
A Delaware court last year threw out an earlier Musk pay package, arguing that Musk was too close to the board of directors for them to objectively determine his pay in the interest of all the company’s shareholders. (He subsequently relocated Tesla’s official headquarters to Austin, Texas, explicitly to avoid Delaware jurisdiction.) Musk has said that he wants to own about 25% of the company, a significant upgrade from the roughly 15% he owns currently.
Tesla’s board said in a recent regulatory disclosure that Musk had “reiterated that, if he were to remain at Tesla, it was a critical consideration that he have at least a 25% voting interest in Tesla,” and that “Mr. Musk also raised the possibility that he may pursue other interests that may afford him greater influence if he did not receive such assurances.”
The board’s disclosure also confirmed that Musk sees the future of Tesla as going far beyond selling cars to people. The filing said that “through its discussions with Mr. Musk,” the special committee in charge of coming up with his compensation had “identified four core product lines that would drive Tesla’s future transformation”: Tesla’s vehicle fleet, automation (i.e. Full Self-Driving) software, its robotaxi product, and humanoid robots. Tesla’s robotaxi service is available on a select basis in Austin, with no date yet indicated for a wider rollout, while its humanoid robots — which Musk has said will one day make up 80% of the company’s value — are due to reach “scale production” next year, Musk said on a recent earnings call.
Tesla stock actually rose on the news of the proposed compensation package, likely because Tesla shareholders viewed it as a way to retain Musk and keep his attention on the company.
Longtime Tesla bull Adam Jonas, an analyst at Morgan Stanley, said in note to investors that the compensation deal now means that Musk “has an incentive to focus on Tesla more than ever.” Jonas also, like many Tesla bulls, sees its business of selling cars to people as just a small portion of its overall value — in his case, $76 a share, compared to his $410 a share price target or the roughly $346 a share price the stock was trading at on Monday afternoon.
Still, the company today is largely a pretty normal car company, at least according to its income statement. In the second quarter of its current fiscal year, some $16.6 billion of Tesla’s $22.5 billion in revenue came from cars, with $2.8 billion coming from its energy business and $3 billion coming from “services and other revenues.”
Declining market share in its biggest product line isn’t completely meaningless, even if many Tesla shareholders see a glorious future for the company beyond the automobile trade.
Looking ahead, Cantor said to expect the EV market to get even more diverse.
“Moving forward, we will continue to see automakers innovate in the EV space. Timelines may change and models will vary by automaker, but high-profile launches expected over the next year include the Rivian R2, a new version of the Chevrolet Bolt EV, as well as more affordable models by Lucid and Kia,” Cantor said in his email.
“While the 30D [consumer electric vehicle tax] credit’s phase out will have a real impact on sales the next quarter or two here in the U.S.,” he added, “the long-term trend of excitement and innovation continues to be in the launch of new electric vehicles.”
