Last night was a big deal for Elon Musk and Tesla. On a Warner Bros. lot in California, Musk played emcee to a suite of robotic stars—both humanoid and vehicular. But, as Dana Hull writes, it didn't totally land with investors. Plus: The number-crunchers setting sports gambling odds, and why the NBA needs a major star on the New York Knicks. If this email was forwarded to you, click here to sign up. I watched Elon Musk unveil a dedicated Cybercab and an art-deco-inspired Robovan concept from home on Thursday. It was a long night; the event was delayed for almost an hour, and it wasn't even scheduled to start until 10 p.m. New York time. We saw, as the title "We, Robot" promised, a variety of robots and slick prototypes of vehicles that operate without human drivers. If the lighting was dramatic, it was maybe part of the spectacle of doing a business event on a Hollywood sound stage. And through all the pageantry, my main thought was: Elon Musk is bored of making cars. There was no mention of a cheaper, truly mass-market electric vehicle— one that would cost $25,000 or less, which some analysts call the "Model 2." For years, Tesla Inc. talked about selling 20 million vehicles a year. Its most recent impact report backed away from that goal and just said it "wants to displace fossil fuels by selling as many Tesla products as possible." The Cybercab prototype. Source: Tesla Where, exactly, are those products? The Model 3 and Y account for roughly 95% of Tesla vehicle sales, and I thought we might see a stripped-down version of the 3 or the Y at Thursday's event—or at least a mention that it was still in the works. "Disappointingly, Tesla did not tease/unveil the anticipated cheaper model at the event," wrote analyst Edison Yu of Deutsche Bank in a note on Friday. "Based on our channel checks, we now think that instead of a true next-gen Model 2 there will likely be a less expensive de-contented variant of the current Model Y." Instead, on Thursday night, we got Optimus robots walking around the venue and serving drinks. "I think this will be the biggest product ever of any kind," Musk said. "Because I think every one of the 8 billion people of Earth, I think everyone's going to want their Optimus buddy." In Elon's world, this all makes sense. A decade ago, electric cars were a novelty, and Tesla was the only real game in town. Now, China's BYD Co. is pumping out EVs for the global market, and consumers have lots of options. So Tesla is trying to differentiate itself as an autonomous and AI company that makes robots that will one day mow your lawn and babysit your kids. Then it can keep trading like a high-valuation tech company instead of a grind-it-out automaker. We first heard about the Robotaxi day this spring, when Reuters broke the news that Tesla had basically shelved plans for the cheaper, mass-market car. Then in July, we at Bloomberg broke the news that the Robotaxi event—originally planned for August—had been delayed to October. Musk is widely known as a marketing genius who's pulled rabbits out of hats several times. His presentation fell flat this time, judging by the market reaction. Time, maybe, to pivot back to cars. Related: The Elon, Inc. podcast's emergency reaction edition |
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