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Ford commits to electric F-150 pickup truck as legacy auto buckles under EV pressure

2019 Ford F-150 Raptor [Credit: Yourcar via YouTube]

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During a presentation at the Deutsche Bank Global Automotive Conference in the MGM Grand in Detroit, Jim Farley, Ford’s president of global markets, made a blockbuster announcement. After more than 40 years in the market, and amidst the impending arrival of vehicles like the Tesla pickup truck and the quad-motor Rivian R1T, the beloved Ford F-150 is going electric.

“We’re going to be electrifying the F-Series — battery electric and hybrid,” Farley said.

The Ford executive later noted that the company’s decision to move the F-Series franchise to all-electric and hybrid power is a way for the automaker to “future-proof” its most successful and lucrative vehicles. Farley dubbed the F-Series franchise as a “global juggernaut,” a statement that carries no exaggeration considering that the F-150 has been one of America’s best-selling pickup trucks for decades.

Needless to say, Ford’s announcement surprised some of Detroit’s veterans. The F-150, after all, is pretty much the quintessential symbol of fossil fuel-powered workhorse. John McElroy, a longtime auto industry observer and the host of Autoline This Week, noted to the Detroit Free Press that Ford’s announcement represents an apparent change in the legacy carmaker’s strategies.

“When he says ‘battery electric,’ what I’m taking that to mean is a battery electric vehicle. Pure electric. They’ve said they would have a hybrid plug-in version of the F-150. But this is different than what they’ve talked about in the past,” McElroy said.

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The Autoline host added that an electric F-150 provides some protection for Ford, considering that players in the electric car market are starting to take an interest in the segment. Tesla CEO Elon Musk, for one, has openly stated that he is looking forward to building a pickup truck. Last November, Rivian Automotive also took the wraps off its R1T pickup truck, a refined, production-ready vehicle that provides a balance between ruggedness and luxury. For McElroy, the entrance of these vehicles presents a legitimate threat to Ford’s most lucrative business.

Ford faces stiff competition from automakers like Rivian as it looks to adapt its 100-year old business to an industry that’s shifting toward electric mobility

“Tesla is talking about coming out with an electric pickup. And look what Tesla has done in the luxury segment. They’ve clobbered just about everybody. You can’t pooh-pooh that people won’t be interested in an electric pickup. Rivian Automotive is coming out with an all-electric pickup. These are the crown jewels for Ford Motor Co., the F-Series. Ford has got to react to competitive threats,” the Autoline host said.

Looking at the specs of the competition, McElroy’s statement does ring true. The Rivian R1T, for one, is a powerhouse, equipped with four electric motors and a 180 kWh battery pack that gives more than 400 miles of range per charge. Thanks to its all-electric design, the R1T is a champion of utility as well, with numerous storage spaces that competitors would be challenged to match.

Tesla, on the other hand, has not revealed any official details about its pickup truck, though Elon Musk has stated that the vehicle would be so loaded with tech, it would not be out of place in the Blade Runner franchise. Musk has also teased some features for Tesla’s pickup truck, such as four-wheel steering and the capability to tow up to 300,000 pounds

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That said, credit must be given to Ford for seeing the writing on the wall. The auto industry is transitioning away from fossil fuel-powered transportation. Headed by vehicles like the Tesla Model 3, electric cars are starting to become mainstream. If Ford wants to thrive in this transition, offering an electric version of its most successful vehicle definitely seems to be the correct strategy.

With this update from Ford, it is not too difficult to imagine Tesla CEO Elon Musk feeling some form of gratification. Musk, after all, has made it a point to state that Tesla’s purpose is to accelerate the world’s transition to sustainable energy. In this sense, Ford’s upcoming all-electric F-150 pickup truck is actually a pretty big step towards Tesla’s overall goal. 

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Tesla gets price target increase on Wall Street, but it’s a head-scratcher

Delaney’s price target on Tesla shares went up to $395 from $300. Currently, Tesla is trading between $420 and $430, making the new price target from Goldman Sachs a bit of a head-scratcher.

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Credit: Cybertruck | X

Tesla (NASDAQ: TSLA) received a price target increase from a Wall Street analyst today, who noted in his report that the company’s shares could rise or fall based on its execution in robotics and autonomy.

However, the price target boost still fell below Tesla’s current trading levels.

Mark Delaney of Goldman Sachs said in a note to investors today that Tesla has a significant opportunity to solidify itself as one of the stable and safe plays in the market if it can execute on its two key projects: humanoid robots and autonomy.

In the note, Delaney said:

“If Tesla can have [an] outsized share in areas such as humanoid robotics and autonomy, then there could be upside to our price target.”

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Delaney’s price target on Tesla shares went up to $395 from $300. Currently, Tesla is trading between $420 and $430, making the new price target from Goldman Sachs a bit of a head-scratcher.

He went on to say that Tesla could also confront outside factors that would limit the stock’s ability to see growth, including competition and potentially its own lack of execution:

“…although if competition limits profits (as is happening with the ADAS market in China) or Tesla does not execute well, then there could be downside.”

The note is an interesting one because it seems to point out the blatantly obvious: if Tesla performs well, the stock will rise. If it doesn’t, the stock price will decline.

We discussed yesterday in an article that Tesla is one of the few stocks out there that does not seem to be influenced by financials or anything super concrete. Instead, it is more influenced by the narrative currently surrounding the company, rather than the technicals.

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Tesla called ‘biggest meme stock we’ve ever seen’ by Yale associate dean

Tesla’s prowess in robotics and autonomy is strong. In robotics, it has a very good sentiment following its Optimus project, and it has shown steady improvement with subsequent versions of the robot with each release.

On the autonomy front, Tesla is expanding its Robotaxi platform in Austin every few weeks, and also has a sizeable geofence in the Bay Area. Its Full Self-Driving suite is among the most robust in the world and is incredibly useful and accurate.

The company can gain significant value if it continues to refine the platform and eventually rolls out a driverless or unsupervised version of the Full Self-Driving suite.

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Tesla addresses door handle complaints with simple engineering fix

“We’ll have a really good solution for that. I’m not worried about it.”

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Tesla Model S self-presenting door handle
Tesla Model S self-presenting door handle (Credit: TesBros)

Tesla is going to adjust one heavily scrutinized part of its vehicles after recent government agencies have launched probes into an issue stemming from complaints from owners.

Over the past few days, we have reported on the issues with Tesla’s door handle systems from both the Chinese and American governments.

In China, it dealt with the Model S, while the United States’ National Highway Traffic Safety Administration (NHTSA) reported nine complaints from owners experiencing issues with 2021 Model Ys, as some said they had trouble entering their car after the 12V battery was low on power.

Bloomberg, in an interview with Tesla Chief Designer Franz von Holzhausen, asked whether the company planned to adjust the door handle design to alleviate any concerns that regulatory agencies might have.

Regarding the interior latch concerns in the United States:

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  • Von Holzhausen said that, while a mechanical door release resolves this problem, Tesla plans to “combine the two” to help reduce stress in what he called “panic situations.”
  • He also added that “it’s in the cars now…The idea of combining the electronic and the manual one together in one button, I think, makes a lot of sense.” Franz said the muscle memory of reaching for the same button will be advantageous for children and anyone who is in an emergency.

Regarding the exterior door handle concerns in China:

  • Von Holzhausen said Tesla is reviewing the details of the regulation and confirmed, “We’ll have a really good solution for that. I’m not worried about it.”

The new Model Y already has emergency mechanical door release latches in the back, but combining them in future vehicles seems to be an ideal solution for other vehicles in Tesla’s lineup.

It will likely help Tesla avoid complaints from owners about not having an out in the event of a power outage or accident. It is a small engineering change that could be extremely valuable for future instances.

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Elon Musk calls out viral claim of 10,000 Tesla Optimus deal: “Fake”

For now at least, Tesla seems determined to focus on the development of Optimus V3.

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Credit: Tesla Optimus/X

Elon Musk has provided some clarification to recent reports suggesting that PharmAGRI, a US pharmaceutical and agricultural infrastructure company, is looking to deploy 10,000 Optimus robots for its operations.

Musk posted his clarification on social media platform X.

Alleged Optimus purchase

Recently, reports emerged stating that PharmAGRI Capital Partners will be tapping into Tesla’s humanoid robots for its operations. The firm claimed that it had executed a Letter of Intent with Tesla to deploy up to 10,000 Optimus Gen 3+ humanoid robots across its SuperPharm and CEA facilities. This should allow the company to automate its labor and ensure diversion control.

A comment from Lynn Stockwell, Chairwoman & CEO, suggested that the company really was partnering with Tesla. “With Tesla robotics powering our facilities and DEA-licensed infrastructure in place, we can scale with precision, meet federal sourcing mandates, and deliver therapies that are compliant, secure, and American-made,” she said. 

Elon Musk clariies

News of PharmAGRI’s Optimus claims quickly spread on social media, though some Tesla watchers argued that it seemed unlikely that the EV maker will commit two legions of Optimus robots to a rather unknown company this early. Some pointed out that Tesla typically commits to high-profile customers to test its early products, such as PepsiCo with the Tesla Semi. 

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Photos from PharmAGRI’s website depicting Tesla Optimus bots, as well as the rather basic look of the website itself, also brought more reservations to the company’s claims. Ultimately, Elon Musk weighed in on the matter, responding to a post about PharmAGRI’s Optimus-filled webpage. Musk was quick and direct, simply stating, “Fake.”

Elon Musk’s comments were quite unsurprising considering that Optimus is still very much in active development, and thus, it is quite unlikely that the company is already taking orders or even Letters of Intent from potential customers at this time. For now at least, Tesla seems determined to focus on the development of Optimus V3, which Musk has noted will be “sublime.”

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