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Panasonic finds itself in need of some Tesla-style boldness as it enters its next era

(Credit: Tesla Owners Silicon Valley/Twitter)

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5 years ago

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Tesla’s oldest battery partner, Panasonic, is finding itself at a crossroads once more. With Chief Executive Kazuhiro Tsuga poised to step down next June, the massive Japanese conglomerate is feeling some pressure to optimize and streamline itself. To accomplish this, Panasonic may need to channel one of its key battery partners, Tesla, and its CEO, Elon Musk, to make the bold decisions needed to thrive in a new era. 

When Tsuga took Panasonic’s reins eight years ago, he stated that his first priority would be to return the massive conglomerate into a profitable “normal company.” He did not disappoint. Tsuga stemmed a record loss by pulling the company out of the plasma television market and repositioning the firm as an automotive-and-housing conglomerate. The veteran Japanese executive also did something unexpected: he initiated a $5 billion battery manufacturing tie-up with Tesla in 2014. 

Tsuga’s strategy of partnering with Tesla, then an unproven electric car maker, and a CEO known for a Tony Stark-like persona, was considered a courageous move on the Japanese conglomerate’s part. The partnership of the experienced Japanese veteran and assertive US startup bore fruit, with Gigafactory Nevada becoming the world’s largest battery facility. Its operations with Tesla are even closing in on its first annual profit. But the journey to this point was not easy. 

Tesla Gigafactory Nevada battery cell production line (Credit: Super Factories)

As noted in a Financial Times report, Panasonic and Tesla clashed over the years, and these tensions reportedly manifested themselves when the Japanese firm decided to not invest in Gigafactory Shanghai. This resulted in Tesla partnering with other suppliers like LG Chem and Contemporary Amperex Technology Co., Limited (CATL). Tesla has also announced plans to start producing its own 4680 tabless cells for its vehicles and energy storage products. 

As the outgoing Panasonic CEO prepares to step down in June, his promise of running a “normal company” is leaving a bitter aftertaste to the company he will leave behind. Over the years, rivals such as Sony and Hitachi have gone on massive divestment initiatives to streamline their businesses. And while Panasonic has followed a similar path, executives continue to struggle to define what kind of company it is. Newly-appointed chief executive Yuki Kusumi, who is poised to succeed Tsuga, referenced this when he stated that Panasonic could achieve growth if it could optimize businesses that excelled in its portfolio, which currently stretches across a whopping 520 subsidiaries. 

Panasonic establishes a global battery cell production facility in 2017 for electric vehicles

The outgoing Panasonic CEO, as a final departing measure, is hoping to change the company into a holding company structure, which is similar to a move that rival Sony will make around April. According to Panasonic, the shift, which is expected to be completed in 2022, could help accelerate decision-making across the conglomerate by running its units independently. Yet even this strategy poses challenges for Panasonic since unlike Sony, which has found its “core” in the games, films, animation, and the music segment, Panasonic’s “core” still seems unclear. This difference is evident when one looks at the two Japanese firms’ performance in the market. Sony has increased 78% since February while Panasonic has dropped 30%. 

But things may be looking up for Panasonic. When he announced Panasonic’s shift to a holding company, Tsuga resurrected car batteries as a “core” by branding it as an “energy business.” Thanks in part to this, as well as the ongoing expansion of profitable projects like Gigafactory Nevada, Panasonic’s next CEO, Yuki Kusumi, would be taking control of a company that is in a much better financial position as the one handed over to his predecessor. As highlighted by the Financial Times, if Kusumi would like to usher in a revival or a breakthrough of sorts for Panasonic in the coming years, he would have to channel less of his predecessor’s “normal company” strategy and more of the boldness characteristic of partners like Tesla. 

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Markets like the battery industry are only just heating up, after all. While Tesla has stated that it intends to keep and grow its partnership with suppliers like Panasonic despite its own battery production plans, competitors like LG Chem and CATL are not sitting out the next few years. LG has even posted a bold challenge of sorts to the Japanese conglomerate recently, with the South Korean firm stating that it has every intention to become Tesla’s main battery supplier in the near future, effectively taking Panasonic’s place. With some Elon Musk-style boldness, however, perhaps Panasonic could still keep its lead in the battery sector, and perhaps even increase its reach in the growing EV segment. 

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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 adjusts Robotaxi safety monitor strategy in Austin with new service area

The positioning of the driver, as well as the driver’s hands being closer to the steering wheel, is more similar to what Tesla is doing in the Bay Area Robotaxi program than it is to what it has done in Austin.

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10 hours ago

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September 2, 2025

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Credit: @AdanGuajardo/X

Tesla has adjusted its Robotaxi safety monitor strategy in Austin after it expanded its service area in the city last week for the third time.

Tesla has been operating its Robotaxi platform in Austin since June 22. The vehicles have been operated without a driver, but Tesla has placed safety monitors in the passenger’s seat as a precaution.

The safety monitors are responsible for performing any necessary interventions and maintaining a safe and comfortable cabin for riders as they experience Tesla’s first venture into the driverless ride-sharing space.

Last week, Tesla expanded its service area in Austin for the third time, expanding it from about 90 square miles to 170 square miles. The expansion included new territory, including the Austin-Bergstrom International Airport, Tesla’s Gigafactory Texas, and several freeways.

Tesla Robotaxi geofence expansion enters Plaid Mode and includes a surprise

The freeway is an area that is uncharted territory for the Tesla Robotaxi program, and this fact alone encouraged Tesla to switch up its safety monitor positioning for the time being.

For now, they will be riding in the driver’s seat when routes require freeway travel:

The positioning of the driver, as well as the driver’s hands being closer to the steering wheel, is more similar to what Tesla is doing in the Bay Area Robotaxi program than it is to what it has done in Austin.

This is sure to draw criticism from skeptics, but it is simply a step to keep things controlled and safe while the first Robotaxi drives take passengers on the highway with this version of the Full Self-Driving software.

This FSD version differs from the one that customers have in their own vehicles, but CEO Elon Musk has indicated something big is coming soon. FSD v14 is coming to vehicles in the near future, and Musk has said its performance is pretty incredible.

Tesla’s Elon Musk shares optimistic teaser about FSD V14: “Feels sentient”

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Tesla has best month ever in Turkey with drastic spike in sales

Tesla managed to sell 8,730 Model Y vehicles in Turkey, outpacing almost every competitor by a substantial margin. Only one brand sold better than Tesla in August in Turkey, and it was Renault.

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11 hours ago

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September 2, 2025

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Credit: Tesla

Tesla had its best monthly performance ever in Turkey in August, thanks to a drastic spike in sales.

Tesla saw an 86 percent bump in sales of the new Model Y in Turkey in August compared to July, dominating the market.

The performance was one of Tesla’s best in the market, and the company’s sales for the month accounted for half of all EV sales in Turkey for August, as it dominated and led BYD, which was the second-best-selling brand with just 1,639 units sold.

Tesla managed to sell 8,730 Model Y vehicles in Turkey, outpacing almost every competitor by a substantial margin. Only one brand sold better than Tesla in August in Turkey, and it was Renault.

Electric vehicles are, in some ways, more desirable than their gas counterparts in Turkey for several reasons. Most of the reasoning is financial.

First, EVs are subject to a lower Special Consumption Tax in Turkey. EVs can range from 25 percent to up to 170 percent, but this is less than the 70 to 220 percent rate that gas-powered vehicles can face. The tax is dependent on engine size.

Elon Musk courted to build a Tesla factory in Turkey

Additionally, EVs are exempt from the annual Motor Vehicle Tax for the first ten years, providing consumers with a long-term ownership advantage. There are also credits that can amount to $30,000 in breaks, which makes them more accessible and brings down the cost of ownership.

Let’s not forget the other advantages that are felt regardless of country: cheaper fuel costs, reduced maintenance, and improved performance.

The base Model Y is the only configuration available in Turkey currently.

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Tesla is upgrading airbag safety through a crazy software update

“This upgrade builds upon your vehicle’s superior crash protection by now using Tesla Vision to help offer some of the most cutting-edge airbag performance in the event of a frontal crash.”

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14 hours ago

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September 2, 2025

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(Credit: Tesla)

Tesla is upgrading airbag safety through a crazy software update, which will utilize the company’s vision-first approach to enable better protection in the event of an accident.

Over the years, Tesla has gained an incredible reputation for prioritizing safety in its vehicles, with crash test ratings at the forefront of its engineers’ minds.

This has led to Tesla gaining numerous five-star safety ratings and awards related to safety. It is not just a statistical thing, either. In the real world, we’ve seen Teslas demonstrate some impressive examples of crash safety.

Everything from that glass roof not caving in when a tree falls on it to a Model Y surviving a drive off a cliff has been recorded.

However, Tesla is always looking to improve safety, and unlike most companies, it does not need a physical hardware update to do so. It can enhance features such as crash response and airbag performance through Over-the-Air software updates, which download automatically to the vehicle.

In Tesla’s 2025.32 Software Update, the company is rolling out a Frontal Airbag System Enhancement, which aims to use Tesla Vision, the company’s camera-based approach to self-driving, to keep occupants safe.

The release notes state (via NotaTeslaApp):

“This upgrade builds upon your vehicle’s superior crash protection by now using Tesla Vision to help offer some of the most cutting-edge airbag performance in the event of a frontal crash. Building on top of regulatory and industry crash testing, this release enables front airbags to begin to inflate and restrain occupants earlier, in a way that only Tesla’s integrated systems are capable of doing, making your car safer over time.”

The use of cameras to predict a better time to restrain occupants with seatbelts and inflate airbags prior to a collision is a fantastic way to prevent injuries and limit harm done to those in the vehicle.

The feature is currently limited to the Model Y.

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