Deloitte, a leading professional services network, has published polling and analysis on the hurdles ahead of EV adoption globally.
Deloitte condensed its findings well in one of the first sentences of its analysis, “interest in electric vehicles grows, but worries about price, range, and charging time remain.” This survey is part of a series that Deloitte has conducted annually for over a decade now called the “Global Automotive Consumer Study.” In this year’s publication, the focus was on electric vehicles.
The first surprising piece of data is how much the United States lags in interest in electric vehicles. Deloitte found that only 8% of respondents were confident that EV was their next vehicle. However, this is an outlier compared to other recent surveys conducted in the U.S. Out of the nations polled by Deloitte, China led in interest in EVs, with over a quarter of respondents saying that their next vehicle would be electric.
Less surprising were the reasons respondents were interested in purchasing an EV. Despite the near-constant messaging from governments, media sites, and automakers alike, the cost of ownership was by far the most significant attractor for consumers. Significantly more swaying than concerns about the environment or concerns about personal health.
Shortly thereafter, Deloitte highlighted the top concerns of consumers if they were to buy an electric vehicle, and unsurprisingly, affordability was the number 1 concern across the board. In the U.S., other top concerns included driving range, charging time, public charging availability, and at-home charging availability. Globally, other than concerns regarding the upfront cost of the EV, charging time, driving range, and charging availability were also top concerns.
Only one country had responses that dramatically differed from the norm, China. Chinese respondents not only stated that the superior driving experience was the top attractor to EVs, but their biggest concern was safety regarding battery technology.
For those who live or have purchased an EV in the U.S., these results should be no surprise. The foremost EV seller in America, Tesla, no longer sells a vehicle below $40,000, and the vast majority of Tesla vehicles sell for much more. To make the problem even worse, traditional budget brands have not yet been able to bring down their prices to parity with gas offerings.
Ford’s F150 Lighting sells for thousands more than its gas counterpart. The first-ever Toyota EV offering, the BZ4X, is multiple times the cost of a base RAV4. And while the Chevy Bolt has become popular specifically for its affordability, it remains far more expensive than gas vehicles in its class.
The other area where EVs aren’t meeting customer expectations is in the driving range they are capable of. An astounding 19% of respondents stated that they would want a vehicle with a minimum range of 600 miles, while the plurality of respondents expected more than 300 miles of range. And while many may believe that these expectations are unfairly high compared to gas vehicles, perhaps this is also a messaging problem that automakers must solve in the coming year.
These results do come with the caveat that they varied quite considerably from market to market. Noticeably, Southeast Asian respondents needed the least amount of range, while respondents from Europe and the U.S. stated they needed the most.
On a more positive note, Deloitte was able to find areas where advancement in EV technology has finally been able to meet consumer expectations. The vast majority of respondents stated that they were willing to wait either between 10-20min or 20-40min for a complete charge, and over 40% of respondents stated they would be willing to wait a max of 20min.
While these expectations are high, they are finally within reach of many popular vehicles. Hyundai’s fastest charging vehicles will charge from 10-80% in 18min, while Teslas that plug into the newest generation Supercharger are charging to 80% in a similar timeframe.
For someone who spends their time immersed in the world of electric vehicles, such as myself, it can come across as a culture shock hearing about the concerns and motivators that are affecting the purchasing choices of the people that live around me. Still, perhaps it is an important exercise to step away from the keyboard and see what others really think. And for manufacturers, data like that collected by Deloitte can be a powerful tool showing where consumer attention is and what is affecting how they spend their money.
What do you think of the article? Do you have any comments, questions, or concerns? Shoot me an email at william@teslarati.com. You can also reach me on Twitter @WilliamWritin. If you have news tips, email us at tips@teslarati.com!
In a bold declaration on X, xAI CEO Elon Musk announced that its model will be capable of creating full movies by the end of the year. Quoting an xAI post showcasing a stunning AI-generated trailer for Homer’s The Odyssey, Musk simply stated: “Full movies by the end of the year.”
The quoted video, created entirely with the newly released Grok Imagine Video 1.5, demonstrates the rapid strides in AI video generation. Crafted by creator David Thompson, the 2-minute-plus trailer reimagines the ancient epic in the style of a 1970s classical Hollywood blockbuster. It features 36 meticulously consistent shots that form a cohesive narrative world.
Full movies by the end of this year https://t.co/kkBrngWA0X
— Elon Musk (@elonmusk) June 17, 2026
Its realistic nature is truly mind-blowing, and it’s pretty amazing to think that it cool to think it could create an entire movie soon.
The trailer reimagines The Odyssey as a whole, and opens with a concept board outlining the vision: a retelling of the story using 35mm film aesthetics, classical framing, and other elements.
There are a handful of things that truly outline Grok’s capabilities:
- Scale and Physics: A bloodied Spartan helmet rests on a sandy battlefield amid smoke, marching armies, and flocks of birds. Horses gallop, chariots charge, and warriors clash with believable weight and motion.
- Emotional Depth and Dialogue: Close-ups capture intense expressions, as characters deliver lines like a warrior’s grief-stricken speech on a rocking ship.
- Cinematic Workflow: It’s hard to believe AI created this trailer, as editing and suspense are clearly detailed in this trailer
Now, why is this a big deal? AI has been a real threat to the way movies have been made over the past several decades. It’s no secret that the various AI platforms out there are becoming more capable, but Musk has said that he believes things would be “watchable” by the end of this year, and by the end of 2027, Grok would be able to create “really good” movies.
There are several issues that remain, most notably the ability to remain cohesive throughout the length of a film, energy requirements, copyright questions for training data, and artistic intent. Hollywood has created some of the greatest cinematic masterpieces over the past 100 years, but 2026 could be the year AI not only assists but also independently authors cinema.
Tesla is continuing to push the boundaries of vehicle dynamics, as its latest published patent, US12654505B2, or “Suspension Actuator System for a Vehicle,’ which has finally been pushed through.
The design, which is credited to inventors Brian Lee Doorlag, Avraham Kagan, and Justin Sill, introduces a sophisticated hybrid suspension design that blends active motor-driven control with strategic passive elements to deliver superior ride quality, energy efficiency, and resilience against road imperfections, especially potholes.
Suspension Actuator System for a Vehicle@Tesla‘s US20240383297A1 patent introduces an innovative suspension actuator system that transforms vehicle suspension control through an intelligent combination of active and passive control elements.
By implementing both series and… https://t.co/vRvlOu3Dql pic.twitter.com/2WriXgpOvr
— SETI Park (@seti_park) November 27, 2024
At the heart of the system is an active control element powered by an electric motor. This motor drives a belt connected to a ball nut assembly and threaded screw, which adjusts the effective length of the suspension strut in real time.
By extending or retracting, the actuator can lift or lower the wheel more accurately, which can end up countering road disturbances. Sensors, including accelerometers and wheel position monitors, feed data to a suspension control system that processes inputs and commands the motor instantly.
This active component doesn’t work alone. A low-rate air spring mounts in parallel with the actuator. Its primary role is to offset much of the vehicle’s static weight, dramatically reducing the power demand on the motor.
Without this, the active system would constantly fight gravity, draining energy and generating heat. The air spring handles steady-state loads efficiently, allowing the motor to focus on dynamic adjustments.
Complementing this is a series of passive control elements—a spring and an adaptive damper—placed between the actuator and the wheel. This setup filters high-frequency vibrations before they reach the active motor, preventing it from overworking on minor inputs. The adaptive damper, potentially magnetorheological or valve-controlled, further tunes damping electronically for optimal comfort and stability.
How It Differs from Traditional Suspensions
Traditional passive suspensions compromise between comfort and handling, while pure active systems can be power-hungry and complex. Tesla’s hybrid approach resolves this by delegating tasks: the parallel air spring manages weight and low-frequency body motions, the series elements absorb rapid vibrations, and the active actuator tackles larger, lower-frequency events.
The result is a smoother, more isolated cabin experience. High-frequency road noise and harshness diminish, while the vehicle maintains precise control during cornering or acceleration. Energy efficiency improves, too—lower motor loads mean reduced battery drain, potentially extending range in electric vehicles.
How It Mitigates Potholes Specifically
Potholes are a major challenge because they provide a sudden drop to the wheel plunge, jarring the body of the vehicle, risking damage. The patent explicitly addresses this. Upon detecting a pothole (via sensors or predictive mapping), the control system activates
the motor to retract the strut, effectively pulling the wheel upward to minimize downward excursion. The series spring/damper cushions the impact, while the parallel air spring maintains overall support.
This proactive “wheel retraction” prevents sharp jolts, preserving passenger comfort and protecting components. Integrated with Tesla’s road roughness mapping patents, the system could anticipate potholes from fleet data, enabling preemptive adjustments for even smoother navigation.
Future Implications for Tesla Vehicles
This technology builds on Tesla’s existing adaptive dampers and air suspension that is seen in Cybertruck, but advances toward fully active control. It could roll out to future models, including refreshed Cybertrucks or next-gen vehicles, enhancing both daily drivability and off-road capability. By minimizing power use and complexity, it aligns with Tesla’s goals of efficiency and scalability.
In summary, US12654505B2 exemplifies Tesla’s engineering philosophy: intelligent integration over brute force. This hybrid suspension promises quieter, more comfortable rides and robust pothole defense, potentially setting a new standard for automotive comfort. As Tesla iterates, drivers can look forward to roads feeling far less rough.
The Tesla Cybercab got a huge nod of support from a Texas Department of Transportation official, who said the all-electric ride-hailing vehicle is “a tangible example of how quickly our transportation system is evolving.”
The Cybercab was present at the Texas Department of Transportation’s Texas Innovation Invitational, an event held each year that allows innovative companies to showcase advancements in transportation.
Tesla Cybercab specs revealed: range, curb weight, range ratings, and more
Marc Williams, the Texas Department of Transportation’s Executive Director, sat in a Cybercab and shared his thoughts in an extensive post on LinkedIn.
Williams’s comments show how Tesla, with its Cybercab, is leading the charge of passenger travel and how it’s changing so rapidly. He notes the absence of traditional driving controls as a telltale sign that the Cybercab is a catalyst for major automotive change, taking controls from drivers and turning them into full-time passengers.
“Observing this vehicle firsthand–from its design and butterfly doors to the cargo trunk configuration–provides a tangible example of how quickly our transportation system is evolving. Sitting inside the cabin, the complete absence of traditional driver controls underscores a significant shift in mobility and vehicle design. No steering wheel, no accelerator, no brake. Only a single touchscreen monitor.”
Tesla has had a great relationship with the State of Texas, especially with its Robotaxi ambitions. Currently, Texas has Tesla Robotaxi operating in multiple cities: Dallas, Austin, San Antonio, and Houston. The company’s main manufacturing plant is also located just outside Austin, and Tesla moved its headquarters to the state several years ago.
Texas DOT Executive Director Marc Williams experienced the production version of @Tesla CyberCab firsthand earlier today at the 2026 Texas Innovation Invitational #CyberCab #FSD @SawyerMerritt @TeslaNewswire pic.twitter.com/izoGOWaGz6
— Ash_Alpha (@durai_ashwin08) June 17, 2026
The Cybercab is a purpose-built, fully autonomous, two-passenger Robotaxi vehicle designed specifically for ride-hailing services. Tesla has said for years it would be built without a steering wheel or pedals present, although there is still quite a bit of debate among the community regarding that potential.
Earlier this week, we received official word that the EPA had provided the Cybercab with a Certificate of Conformity, giving Tesla permission to enter the vehicle into the chain of public commerce. It is officially ready for roads.
The big question for Tesla remains: Can it solve self-driving before the steering-wheel-less Cybercab officially enters production?
Elon Musk predicts Grok will start to challenge Hollywood by the end of 2026
Tesla patent aims to improve common on-road complaint
