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.
News
Tesla starts laying the groundwork for FSD tests in Austria
The job opening comes as the company pushes regulatory approvals and data collection in new European markets.
Tesla seems to be ramping its efforts to hire key personnel for FSD’s eventual expansion in Europe. This was hinted at in a new job listing for a vehicle operator role in Vienna, Austria.
The job opening comes as the company pushes regulatory approvals and data collection in new European markets.
Vienna’s vehicle operator role
Tesla posted the job for “Fahrer (Vehicle Operator) (m/w/d)” in its Vienna office on its Careers website, seeking candidates to drive and monitor test vehicles as part of the Autopilot and AI team. The role involves collecting real-world driving data to refine Full Self-Driving systems for the country’s local roads. Responsibilities include operating vehicles in urban and highway environments, documenting system performance, among other tasks.
Applicants need a valid Austrian driver’s license and at least two years of driving experience. Fluency in English is essential, along with a familiarity with driver assist systems. Tesla noted that the position offers a minimum annual gross salary of EUR 32,000, though relevant professional experience and qualifications will be taken into account. Similar to other Tesla roles, the position also offers TSLA stock as an incentive.
Tesla’s FSD Push in Europe
Tesla’s FSD efforts in Europe have accelerated in recent months, with significant progress in Spain serving as a key milestone. In July 2025, Spain’s Directorate-General for Traffic launched the ES-AV framework to standardize automated vehicle testing, authorizing Tesla for nationwide FSD trials with 19 vehicles under Phase 3, which allows optional onboard safety operators and remote monitoring.
-->The program, running through November 2027, aims to position Spain as a leader in the field, as DGT stated: “The program is designed to complement and enhance oversight, regulation, research, and transparency efforts, as well as to support innovation and advancements in automotive technology and industry.”
Beyond Spain, Tesla has conducted FSD demonstrations in Germany, France and Italy for consumers, while pursuing national approval in the Netherlands for early 2026.
News
Tesla Semi factory looks almost complete during Thanksgiving weekend
Based on recent drone videos, the Tesla Semi factory looks practically ready to start operations.
It appears that the Tesla Semi factory near Giga Nevada is already hard at work preparing for the initial production of the Class 8 all-electric truck. This was, at least, hinted at in a recent drone flyover of the facility from a longtime watcher.
The Tesla Semi factory after Thanksgiving
Drone operator and Tesla Semi advocate @HinrichsZane recently shared some footage he captured of the upcoming facility during the Thanksgiving weekend. Based on his video, it appears that Tesla gave its employees in the area the weekend off. One thing is evident from the video, however, and that is the fact that the Tesla Semi factory looks practically ready to start operations.
The Tesla Semi watcher did point out that the electric vehicle maker is still busy bringing in production equipment into the facility itself. Once these are installed, it would not be surprising if initial production of the Tesla Semi begins.
A new Tesla Semi
The upcoming completion of the Tesla Semi factory near Gigafactory Nevada seems all but inevitable in the coming months. What would be especially interesting, however, would be the vehicles that would be produced on the site. During Elon Musk’s presentation at the 2025 Annual Shareholder Meeting, a glimpse of the production Tesla Semi was shown, and it looks quite a bit different than the Class 8 all-electric truck’s classic appearance.
As could be seen in the graphic from the CEO’s presentation, the updated Tesla Semi will feature slim lightbar headlights similar to the new Tesla Model Y, Cybertruck, and the Cybercab. Tesla also teased a number of aerodynamic improvements that increased the truck’s efficiency to 1.7 kWh per mile. Extended camera units, seemingly for FSD, could also be seen in the graphic.
-->News
Tesla scores major hire as Apple scientist moves to Optimus team
Chen, who advanced from individual contributor to technical lead during his time at Apple, noted that he was blown away by Tesla’s efforts and synergy.
Former Apple research scientist Yilun Chen has left the tech giant to join Tesla’s Optimus AI team. Chen, who advanced from individual contributor to technical lead during his time at Apple, noted that he was blown away by Tesla’s efforts and synergy.
Apple veteran closes a major chapter
In a farewell note, Yilun Chen reflected on his tenure at Apple as a period defined by rapid growth and exposure to notable internal projects, some of which remain unreleased. His roles spanned engineering, research, early product incubation, and hands-on prototyping, allowing him to build expertise across both mature and emerging teams.
Chen credited mentors, colleagues, and cross-functional collaborators for shaping his trajectory, calling the experience unforgettable and emphasizing how each team taught him different lessons about scaling technology, guiding product vision, and navigating fast-moving research environments. “Each role has offered me invaluable unique lessons… My deepest gratitude goes to my colleagues, mentors and friends,” he wrote.
Tesla’s Optimus lab secured the hire
Chen said the move to Tesla was driven by the momentum surrounding Optimus, a humanoid robot powered by LLM-driven reasoning and Physical AI. After visiting Tesla’s Optimus lab, he admitted that he was “totally blown away by the scale and sophistication of the Optimus lab and deep dedication of people when I got to visit the office.”
His first week at Tesla, he noted, involved spontaneous deep-tech discussions, a flat team structure, rapid prototyping cycles, and what he called a “crazy ideas with super-fast iterations” culture. Chen emphasized that the team’s ambition, as well as its belief that humanoid robots are now within reach, creates an energy level that feels aimed at changing the world.
-->“You can feel the energy to change the world here,” he wrote in a post on social media.
Tesla starts laying the groundwork for FSD tests in Austria
Tesla Semi factory looks almost complete during Thanksgiving weekend
