Tesla CEO Elon Musk is working on another Master Plan. The executive mentioned this during the company’s second quarter earnings call earlier this week. While Musk only shared a few tidbits about his next plan, he did hint at its theme.

Master Plan Part Four

Elon Musk’s Master Plans have been a huge guiding hand for Tesla over the past couple of decades. His first Master Plan, which was published in 2006, featured a pathway towards the production of the Model 3 and energy storage systems. Master Plan, Part Deux, which was published ten years later in 2016, featured a pathway towards a Robotaxi network. 

Master Plan Part 3 was more ambitious, as it presented a case towards a world where there is sustainable energy for the entire planet. Considering the scale and ambitious nature of Master Plan Part 3, it was widely speculated that Elon Musk’s next Master Plan would not be around for some time. During the second quarter earnings call, however, Musk confirmed that he is indeed creating his next big plan.

Master Plan Part 4

Elon Musk mentioned his next Master Plan when a question was asked about the work that goes on inside the Tesla Design Studio during the Q2 2025 earnings call. In response to the inquiry, Tesla Chief Designer Franz von Holzhausen emphasized that while earnings calls are not the venue for disclosing new product-related information, Tesla is working to ensure that the future remains exciting. Musk agreed, stating that there are lots of exciting things happening in the Tesla Design Studio.

“What’s going to happen over the next several years is a fundamental transformation of the company from a pre-autonomy world to a post-autonomy. And I’m working on a new Master Plan to articulate that to the Tesla team. And there will be some teething pains as you transition from a pre- autonomy to post-autonomy world, but I think the future vision for Tesla is incredibly exciting and will profoundly change the world in a good way,” Musk said.

A Post-Autonomy World

Considering Musk’s comments, it would appear that Master Plan Part 4 will be focused on a path towards what the CEO has been describing as “sustainable abundance.” If Master Plan Part 3 was focused on fostering sustainable energy for the entire planet, Master Plan Part 4 will likely present a path towards abundance in a world populated by self-driving vehicles like the Cybercab and humanoid robots like Optimus.

Master Plan Part 4 will likely have been farfetched just a couple years ago. Yet with Tesla now operating its Robotaxi service in Austin and Optimus V3 expected to enter production next year, the idea of a world filled with “sustainable abundance” does seem quite feasible. It will be ambitious like Elon Musk’s other Master Plans, of course, but it will be attainable. 

Tesla is reportedly preparing to launch a Robotaxi pilot program in the Bay Area this weekend, with invites to a select number of customers reportedly being sent out as early as this Friday.

The update was shared in a report from Insider, which cited an internal memo from the electric vehicle maker.

New Robotaxi service launch

According to Insider, the Robotaxi service in the Bay Area is set to launch as soon as Friday. Thus, some Tesla owners in the area should receive invites to use the driverless ride-hailing service. Similar to the Austin pilot, the Robotaxi rides will reportedly be a paid service.

The publication noted that the Robotaxi service’s geofence in its Bay Area launch will be quite large, as it will include Marin, much of the East Bay, San Francisco, and San Jose. This is not surprising as California has long been saturated with Teslas, and it is home to several of the electric vehicle maker’s key facilities.

Unlike the Austin pilot, the Tesla Robotaxi service’s pilot in the Bay Area will use safety drivers seated in the driver’s seat. These drivers will be able to manually take over using the steering wheel and brakes as needed. As per a spokesperson from the California DMV, the agency recently met with Tesla but the company is yet to submit a formal application to operate fully driverless cars. 

Tesla Robotaxi expansion

Interestingly enough, Tesla did tease the release of its Robotaxi service to the Bay Area in its second quarter earnings call. While discussing the service, Tesla VP of Autopilot/AI Software Ashok Elluswamy mentioned that the company will initially be rolling out Robotaxis with safety drivers in the San Francisco Bay Area. He did, however, also highlight that the electric vehicle maker is working hard to get government permission to release the service for consumers.

“The next thing to expand would be in the San Francisco Bay Area. We are working with the government to get approval here and, in the meanwhile, launch the service without the person in the driver seat just to expedite and while we wait for regulatory approval,” he stated.

The United States’ electric vehicle tax credit is coming to an end at the end of the third quarter. Tesla, the country’s leading electric vehicle maker, is ready to meet this challenge with a rather simple but clever counter. 

Tesla executives outlined this strategy in the recently held Q2 2025 earnings call.

End of the US EV tax credit

While Elon Musk has always maintained that he prefers a market with no EV tax credit, he also emphasized that he supports the rollback of any incentives given to the oil and gas industry. The Trump administration has not done this so far, instead focusing on the expiration of the $7,500 EV tax credit at the end of the third quarter.

Tesla has been going all-in on encouraging customers to purchase their vehicles in Q3 to take advantage of lower prices. The company has also implemented a series of incentives across all its offerings, from the Cybertruck to the Model 3. This, however, is not all, as the company seems to be preparing a longer-term solution to the expiration of the EV tax credit.

Affordable variants

During the Q2 2025 earnings call, Vice President of Vehicle Engineering Lars Moray stated that Tesla really did start the production of more affordable models in June. Quality builds of these vehicles are being ramped this quarter, with the goal of optimizing production over the remaining months of the year. If Tesla is successful, these models will be available for everyone in Q4. 

“We started production in June, and we’re ramping quality builds and things around the quarter. And given that we started in North America and our goal is to maximize production with a higher rate. So starting Q3, we’re going to keep pushing hard on our current models to avoid complexity… We’ll be ready with new, more affordable models available for everyone in Q4.,” Moravy stated. 

These comments suggest that Tesla should be able to offer vehicles that are competitively priced even after the EV tax credit has been phased out. Interestingly enough, previous comments from Tesla executives have mentioned that these more affordable models would resemble the company’s current lineup. This suggests that the more affordable models may indeed be variations of the Model Y and Model 3, but offered at a lower price.