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Geneva Auto Show |Audi to Dabble with Tesla’s Direct-to-Consumer Sales Approach?

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This week’s Geneva Auto Show will make news with the debut of Audi’s second generation R8 sports car that provides the foundation for the 2016 R8 e-tron, an all-electric car. The R8 e-tron is the company’s first zero-emission vehicle and it looks like Audi may try to sell this “wunder-beast” via Tesla’s direct-to-consumer (DtoC) sales model possibly.

The sports car produces 340 kW and 678.6 lb-ft of torque and achieves a 0-62.1 mph in 3.9 seconds, along with same electric range as Tesla’s Model S and Roadster, appoximately over 250 miles. According to Audi, “new battery cells allow the range to be more than doubled compared to the first version” and is now more than 450 kilometers or 279.6 miles.

Audi does not disclose much information on the these “new battery cells” and the impressive electric range can be attributed to the frame’s “high high proportions of aluminum and Carbon fiber–reinforced polymer (CFR)”. The release does not give the exact car weight for the e-tron but the R8 gas version comes in at 3,206 lbs and a body shell of 441 lbs.

Jalopnik reports that the e-tron will be a custom built car starting in the summer of 2015, centered around customer requests and not series production.

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That last part is interesting if you read into it. Basically, Audi will sell this “direct-to-consumer” with no dealer involved is my guess in the U.S. Or is it just an European car? It’s possible this may stay in Europe, but custom order lends itself to global availability.

So is Audi and its parent company Volkswagen slipping one past the goalie? Seems like margins on this electric car could be really solid for Audi considering a certain “premium” will be charged for this alternative drivetrain, even though it resides on a production platform. Smart.

If Tesla Motors is paying attention and Audi does eventually sells via DtoC, how does the Elon Musk proceed on a PR or strategic level? It seems like you shine a light on Audi and ask the question – why does a foreign car maker get to play by its own rules while an American car company gets hammered by greed freaks in state legislatures with their two-dimensional hypocrisy on direct-to-consumer laws?

I won’t go off on a rant because those “fake-free” enterprise morons sell America down the river each and every day. Joe Hune, Chris Christie, Johan de Nysschen, Mike Kehoe and the list goes on.

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This new sports car is a great looking vehicle and I’m glad this electric sports beast achieves over 200 miles to a charge. That’s good news for the electric crowd and even this sales strategy, to me, is good news. More direct to consumer models or shall I say personal liberty to buy consumer goods as you see fit is a good thing.

"Grant Gerke wears his Model S on his sleeve and has been writing about Tesla for the last five years on numerous media sites. He has a bias towards plug-in vehicles and also writes about manufacturing software for Automation World magazine in Chicago. Find him at Teslarati

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ARK’s SpaceX IPO Guide makes a compelling case on why $1.75T may not be the ceiling

ARK Invest breaks down six reasons SpaceX’s $1.75 trillion IPO valuation may be justified.

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ARK Invest, which holds SpaceX as its largest Venture Fund position at 17% of net assets, has published a detailed investor guide to why a SpaceX IPO may be grounded in a $1.75 trillion target valuation.

The financial case starts with Starlink, SpaceX’s satellite internet constellation, which has surpassed 10 million active subscribers globally as of early 2026, with 2026 revenue projected to exceed $20 billion. ARK’s research puts the total satellite connectivity market opportunity at roughly $160 billion annually at scale, and Starlink is adding customers faster than any telecom network in history. That growth alone would justify a substantial valuation.

Additionally,  ARK notes that SpaceX has reduced the cost per kilogram to orbit from roughly $15,600 in 2008 to under $1,000 today through reusable Falcon 9 hardware. A fully operational Starship targeting sub-$100 per kilogram would represent a significant cost decline and open markets that do not currently exist. SpaceX executed a staggering 165 missions in 2025 and now accounts for approximately 85% of all global orbital launches. That infrastructure position took decades to build and would be nearly impossible to replicate at comparable cost.

SpaceX officially acquires xAI, merging rockets with AI expertise

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The February 2026 merger with xAI added a layer to the valuation that straightforward financial models struggle to capture. ARK argues that at sub-$100 launch costs, orbital data centers could deliver compute roughly 25% cheaper than ground-based alternatives, without power grid delays, permitting friction, or land constraints. Musk has stated a goal of deploying 100 gigawatts of AI computing capacity per year from orbit.

The $1.75 trillion figure itself is not a conventional earnings multiple. At roughly 95x trailing revenue, it prices in Starlink’s adoption curve, Starship’s cost trajectory, and the orbital compute thesis together. The public S-1 prospectus, due at least 15 days before the June roadshow, will give investors their first complete look at the financials to test those assumptions. ARK’s position is that the track record earns the benefit of the doubt. Fully reusable rockets were considered unrealistic for years. Starlink was considered financially unviable. Both happened on timelines that surprised skeptics.

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Ford CEO Farley says Tesla is not who to look at for EV expertise

Interestingly, Farley has been one of the most hellbent CEOs in terms of a legacy automaker standpoint to push the EV effort. It did not go according to plan, as Ford took a $19.5 billion charge and retreated from its EV push in late 2025.

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Ford CEO Jim Farley said in a recent podcast interview that Tesla is not who Americans should look at to beat Chinese carmakers.

The comments have sparked quite a bit of outrage from Tesla fans on X, the social media platform owned by Elon Musk.

Farley said that Chinese automakers are better examples of how to beat competitors. He said (via the Rapid Response Podcast):

“If you’re an American and you want us to beat the Chinese in the car business, you’re all going to want to pay attention, not necessarily to Tesla. Nothing against Tesla—they’ve been doing great—but they really don’t have an updated vehicle. The best in the business for us, cost-wise and competition-wise, supply chain, manufacturing expertise, and the I.P. in the vehicle, was really BYD. In this next cycle of EV customers in the U.S., they want pickups and utilities and all these different body styles. But they want them at $30,000, not $50,000. Like the first inning, they want them affordably.”

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Despite Farley’s synopsis, it is worth mentioning that Tesla had the best-selling passenger vehicle in the world last year, and in China in March, as the Model Y continued its global dominance over other vehicles.

Musk responded to Farley’s comments by stating:

“This is before Supervised FSD is approved in China. Limiting factor is production output in Shanghai.”

Interestingly, Farley has been one of the most hellbent CEOs in terms of a legacy automaker standpoint to push the EV effort. It did not go according to plan, as Ford took a $19.5 billion charge and retreated from its EV push in late 2025.

Ford cancels all-electric F-150 Lightning, announces $19.5 billion in charges

Instead, Ford is “doubling down on its affordable” EVs and said it would pivot from its previous plans.

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Reaction from Tesla fans was pretty much how you would expect. Many said they have lost a lot of respect for Farley after his comments; others believe he is the last CEO anyone should be taking advice on EVs from.

Nevertheless, Farley’s plans are bold and brash; many consider Tesla the most ideal company to replicate EV efforts from. It will be interesting to see if Ford can rebound from this big adjustment, and hopefully, Farley’s plans to replicate efforts from BYD work out the way he hopes.

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SpaceX wins its first MARS contract but it comes with a catch

NASA awarded SpaceX a $175 million Mars rover contract while the White House proposes cutting the mission.

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NASA just signed a $175.7 million contract with SpaceX to launch a Mars rover that the White House is simultaneously trying to defund. The contract, awarded on April 16, 2026, tasks SpaceX’s Falcon Heavy with launching the European Space Agency’s (ESA) Rosalind Franklin rover from Kennedy Space Center in Florida, no earlier than late 2028. It would mark the first time SpaceX has ever sent a payload to Mars.

Under NASA’s Rosalind Franklin Support and Augmentation project, known as ROSA, the agency is providing braking engines for the rover’s descent stage, radioisotope heater units that use decaying plutonium to keep the rover warm on the Martian surface, additional electronics, and a mass spectrometer instrument, as noted by SpaceNews.

Those nuclear heating units are the reason an American rocket was required at all. U.S. export controls on radioisotope technology mean any payload carrying them must launch on a domestic vehicle, which narrowed the field to SpaceX and United Launch Alliance. Falcon Heavy’s pricing made it the practical choice.

SpaceX is quietly becoming the U.S. Military’s only reliable rocket

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Falcon Heavy debuted in February 2018 and has 11 launches to its record. The rocket has not flown since October 2024, when it sent NASA’s Europa Clipper toward Jupiter. The three-core design, built from modified Falcon 9 first stages, gives it the lift capacity needed for deep space planetary missions that a single Falcon 9 cannot reach.

The Rosalind Franklin rover has been sitting in storage in Europe for years. It was originally due to launch in 2022 as a joint mission with Russia, but Russia’s invasion of Ukraine ended that partnership, leaving the rover built but stranded without a launch vehicle or landing hardware. NASA stepped back in through a 2024 agreement with ESA to rescue the mission. The rover is designed to drill up to two meters below the Martian surface in search of evidence of past life, a science objective no previous mission has attempted at that depth.

The contradiction at the center of this story is hard to ignore. The White House’s fiscal year 2027 budget proposal included no funding for ROSA and did not mention the mission at all in the detailed congressional justification document released April 3.

Musk has long argued that reaching Mars is not optional. “We don’t want to be one of those single planet species, we want to be a multi-planet species.” Whether this particular mission survives Washington’s budget fight, the Falcon Heavy contract means SpaceX is now formally on record as the rocket that could get humanity’s next Mars science mission off the ground.

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The timing of this contract carries extra weight given that SpaceX filed confidentially with the SEC in early April and is targeting an IPO roadshow in the week of June 8. It would be the largest public offering in history.

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