Tesla cut prices again this morning, and competitors, who have decided to either take the same strategy by slashing prices themselves or have chosen not to play into Elon Musk’s game, are in a weird and awkward position.
Tesla Model S and Model X units were the most recent vehicles in the automaker’s lineup to receive price cuts. While these vehicles only make up roughly 5 percent of Tesla’s overall sales volume based on last year’s sales figures, the price cuts give automakers with competing models another thing to think about.
Tesla Model X and Model S get price reduction in the United States
For startups, there are few that can even think about cutting costs at this point. Companies like Rivian, Lucid, and Lordstown are unable to shave prices currently and at the drop of a hat like Tesla. Every dollar and every sale right now counts, and there is not much wiggle room.
For traditional companies, the wiggle room on pricing for EVs is also extremely small. Ford, for example, while announcing plans to increase production of popular EV models this weekend, is still struggling with availability.
If you went to a Ford, GM, or other legacy dealership right now and tried to order a car, it might be extremely difficult, and people who just bought cars don’t want to see that their vehicle was just subjected to a price cut of thousands of dollars. When Ford cut Mustang Mach-E prices earlier this year, owners who took delivery just before the decreases were not pleased, and the automaker couldn’t do much to appease them.
Tesla’s strengths are plentiful, and they expand across nearly every part of its business. Its charging infrastructure is strong, the company can get you a car in a matter of a few weeks, and its pricing can be adjusted at any moment.
If it needs to adjust prices to make margins a little more appealing to investors and analysts, it can. If it needs to spike demand with a dramatic cut like it did this morning, it can do that too. It’s not a perfect company, though. Service and Customer Communications for Tesla are incredibly weak; it is one of the most publicly-criticized portions of the company. Despite that, people continue to buy Teslas in droves.
With another Tesla price cut, companies are in a serious pickle. Tesla could decide in a week to cut prices again, making consumers more prone to choose their product over another. The advantages go past price, but what that number says is the first thing consumers look at when considering a vehicle. The lower they get, the more attractive they become to consumers.
Why Tesla dropped the prices of the Model S and Model X is unknown, but Gary Black seems to believe the move is to encourage more sales of the flagship vehicles, which, as previously mentioned, do not contribute to the company’s overall sales volume very much.
.@Tesla is cutting prices for the second time this year. But investor @garyblack00 tells @SaraEisen that he’s not worried about demand, explaining that they’re trying to adjust prices to encourage growth for the Model S & X vehicles. pic.twitter.com/zOobHZDRJE
— Squawk on the Street (@SquawkStreet) March 6, 2023
However, there are other things: Model X vehicles are being equipped with the new Hardware 4 computer, Tesla has tried to get Free Supercharging-equipped cars off the roads, and it could be another way to push sales upward.
Whatever the reasoning is, Tesla put competitors in another weird spot. With the constant price changes that occurred earlier this year, there was already doubt in place about what competitors could do to remain competitive. The most recent adjustment in prices makes things even more difficult and reminds everyone that Tesla is ultimately the king of the hill.
Disclosure: Joey Klender is a Tesla Shareholder.
I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.
Elon Musk
Elon Musk confirms Tesla AI6 chip is Project Dojo’s successor
Tesla’s AI5 and AI6 chips are expected to be rolled out to the company’s consumer products.

Earlier this week, reports emerged stating that Tesla has stepped back from its Project Dojo initiative. While the reports were initially framed as a negative development for the electric vehicle maker’s autonomous driving efforts, CEO Elon Musk later noted on X that Tesla was indeed halting its Dojo initiative.
Elon Musk’s Confirmation
As per Musk, Tesla was shuttering Project Dojo because it does not make sense for the company to divide its resources and scale two different AI chip designs. Dojo, after all, is designed to train the company’s autonomous driving program, and thus, it would not be rolled out to Tesla’s consumer products.
In a series of posts on X, Musk stated that it would make sense to just use Tesla’s AI5/AI6 to train its FSD and Autopilot systems. “In a supercomputer cluster, it would make sense to put many AI5/AI6 chips on a board, whether for inference or training, simply to reduce network cabling complexity & cost by a few orders of magnitude,” Musk said.
Tesla’s AI5 and AI6 chips are expected to be rolled out to the company’s consumer products, from Optimus to the Cybercab to the next-generation Roadster.
AI6 is Dojo’s Successor
What was particularly interesting about Musk’s comment was his mention of using AI5/AI6 chips for training. As per Musk, this strategy could be seen as “Dojo 3” in a way, since the performance of Tesla’s AI5 and AI6 chips is already notable. Musk’s comment about using AI6 chips for training caught the eye of many, including Apple and Rivian alumnus Phil Beisel, who noted that “AI6 is now Dojo.”
“Dojo is Tesla’s AI training supercomputer, built around a custom chip known as the D1. The D1 and AI5/AI6 share many core design elements, particularly the math operations used in neural networks (e.g., matrix multiplication) and highly parallel processing.
“Dojo had a unique feature: chips arranged in a 5×5 grid using a system-on-wafer design, with etched interconnects enabling high-speed data transfer. In a sense, Dojo will live on as the generalized AI6. Going forward, all efforts will focus on AI6,” the tech veteran wrote in a post on X.
Elon Musk confirmed the Apple alumnus’ musings, with the CEO responding with a “bullseye” emoji. Musk is evidently excited for Tesla’s AI6 chip, which is expected to produced by Samsung’s upcoming Texas fabrication facility. In a post on X, Musk stated that he would personally be walking Samsung’s line to accelerate the output of Tesla’s AI6 computers.
Cybertruck
Tesla’s new upgrade makes the Cybertruck extra-terrestrial
The upgrade was announced by the electric vehicle maker on social media platform X.

It took a while, but the Tesla Cybertruck’s rock sliders and battery armor upgrades have finally arrived. The upgrade was announced by the electric vehicle maker on social media platform X, to much appreciation from Cybertruck owners.
Tesla Releases Cybertruck Armor Package
As could be seen in Tesla’s official Shop, the Cybertruck Terrestrial Armor Package is available only for Foundation Series units for now, though non-Foundation Series vehicles should have access to the upgrade around September 2025. Price-wise, the armor package is quite reasonable at $3,500.
For that price, Cybertruck owners would be able to acquire enhanced rock sliders and an underbody battery shield that should allow the all-electric pickup truck to go through harsh terrain without any issues. Each purchase of the Terrestrial Armor Package includes 1 Underbody shield, 1 Left side structural rocker, and 1 Right side structural rocker.
Most importantly, the Armor Package’s price includes shipment to the customer’s preferred Tesla Service Center and installation.
Extra-Terrestrial
Tesla describes its Cybertruck Armor Package as follows: “Get extra-terrestrial. The Cybertruck Terrestrial Armor Package includes enhanced rock sliders and an underbody battery shield to provide greater protection from rocks and debris when off-roading on tough terrain. The rock sliders are constructed from coated steel and the underbody battery shield is constructed from aluminum for greater protection against scraping.”
Initial impressions from a Cybertruck owner who was fortunate enough to test the Armor Package in real-world off-road conditions have been positive. The item’s pricing also seems to be quite appreciated by Cybertruck owners in forums such as the Cybertruck Owners Club, with some members stating that they would be acquiring the package for their own all-electric pickup trucks.
News
Tesla Model Y L reportedly entered mass production in Giga Shanghai
The vehicle is expected to be a larger version of the best-selling Model Y crossover.

Reports from industry watchers in China have suggested that the Tesla Model Y L has started mass production at Gigafactory Shanghai. The vehicle is expected to be a larger version of the best-selling Model Y crossover, offering three rows and six seats thanks to a longer wheelbase.
Tesla Model Y L Production Rumors
Reports about the new Model Y variant’s alleged milestone were initially shared on Weibo, with some industry watchers stating that the vehicle has already started mass production. Tesla China is reportedly surveying which of its domestic stores would have the first display units of the six-seat Model Y.
The Model Y L’s steady march towards production was evident this past week, with recent reports indicating that the vehicle’s key specs have already been listed in the China Ministry of Industry and Information Technology’s (MIIT) latest batch of new energy vehicle models that are eligible for vehicle purchase tax exemptions.
As per the MIIT’s list, the Model Y L will be a dual motor vehicle that is equipped with an 82.0-kWh lithium-ion battery from LG Energy Solution. The vehicle will feature six seats with two captain seats on the second row, as well as a CLTC range of 751 km.
Tesla Model Y L Potential
The potential of the Model Y L is vast, considering that it is produced in the existing Model Y lines of Tesla’s factories. This should slash new vehicle tooling costs and potential ramp-up issues. Three-row SUVs also command a pretty notable market that has mostly only been accessed by the more expensive Model X. With the Model Y L’s lower price, Tesla could become more competitive in the three-row SUV segment.
As noted by longtime Tesla owner and investor @_SFTahoe, the Model Y L could also become a more premium option for the company’s Robotaxi business, thanks to its second row captain seats and spacious interior. The expansion of Model Y L Robotaxis should also be impressive considering Tesla’s mastery of mass manufacturing techniques.
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