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Tesla and SolarCity: It’s all about the branding

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Wall Street is heaping abuse on Elon Musk for suggesting Tesla should buy SolarCity for $2.8 billion in Tesla stock. Some have suggested that Musk is “deranged.” But he may be crazy like a fox, according to Bloomberg. Here’s why:

For starters, it’s all about branding. Customers who are potentially interested in a residential solar system are like people considering an electric car for the first time. They have a lot of questions. There are a lot of unknowns. There are too many players in the market no one has ever heard of. What is needed, Bloomberg suggests, is something like the an Apple store, a place where people can go to get answers to their questions and deal with a company they trust.

Education is the key, not salesmanship. Doesn’t that sound exactly like the experience customers have when they visit a Tesla store today? Bloomberg says, “What ties the cars-plus-solar Tesla store together is an implicit guarantee of good customer service and sophisticated technology that’s easy to use. That’s branding that can never quite come together so long as Tesla and SolarCity remain separate companies. But together, it just might expand the entire market for solar. A Tesla showroom finally answers that question asked by millions of homeowners: Where do I start?”

But residential solar is just the tip of the ice berg. Tesla is investing massively in battery storage. Keep in mind Elon Musk’s overarching goal, which is to show the world how to break its fossil fuel addiction. Once the Gigafactory is up and running and battery prices fall to $100 per kWh or less, as most observers predict they will, Tesla will be in a position to become not just a battery storage company, but a quasi-utility company in its own right.

A battery can respond instantaneously to a call for power, something generators cannot do. Tesla could become a major supplier of electrical power, even if that supply lasts for just a few minutes, a few seconds, or fractions of a second. Bloomberg expects upcoming regulatory changes will make it easier for Tesla to become a supplier of electricity to the grid, rather than just a battery company. “Musk’s intentions are larger than simply adding a third product category,” said BNEF analyst Hugh Bromley. “The future of Tesla Energy could be in energy services.”

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Bloomberg concludes its analysis this way. “Is SolarCity a major distraction for Tesla? Probably. Does it add existential risk to both of these long, cash-torching bets? Most likely. Are the conflicts of interest messy? Definitely. But could the deal also result in the world’s first clean-energy juggernaut, a company that does for solar power, batteries, and electric cars what Apple did for computers, phones, and software apps? It’s worth considering.”

The stock analysts who are ripping Tesla for its plan to buy SolarCity all have valid points, but they may be missing the forest for the trees. For whatever reason, Elon Musk is like the chess master who thinks twelve moves ahead while mere mortals are focused on what to do next. His ability to peer into the future is uncanny. Once you realize Musk’s mission is nothing less than an end of a fossil fuel driven world, his ideas start to make a lot more sense.

"I write about technology and the coming zero emissions revolution."

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U.S. Secret Service in talks for armored cars with this automaker

The Secret Service says it’s still too early to know the future of a potential deal for these “highly-advanced vehicles.”

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Credit: Jeffrey Sauger (via GM)

The U.S. Secret Service has entered early discussions with one automaker about the potential supply of armored SUVs, as announced by the agency this week.

In a post on X on Friday, the Secret Service account posted that Director Sean Curran recently met with executives from General Motors (GM) to discuss a potential next-generation of armored SUVs. The post also included photos of a Cadillac Escalade SUV, along with a few of executives talking about and showing off hardware from the next-gen platform.

“Countering evolving threats require us to constantly explore new innovations and improvements to our armored fleet of protective vehicles,” the account wrote in the post. “Director Sean Curran met with GM executives to discuss advancements that could benefit the next generation of armored SUVs.”

Credit: U.S. Secret Service | X

Credit: U.S. Secret Service | X

Currently, U.S. President Donald Trump typically utilizes an armored Chevy Suburban to get around, and the Secret Service said that it isn’t yet clear when such a next-gen “presidential limousine” could be added to the fleet. The news also comes after GM CEO Mary Barra met with Trump last week, reportedly also to discuss armored SUVs.

READ MORE ON U.S. GOVERNMENT: This former Tesla engineer now heads a federal tech department

“We are too far out to speak to any specific costs or dates,” one Secret Service spokesperson told Reuters. “Our engineering, protective operations and technical security teams work for years to develop the state-of-the-art framework that is used to produce these highly advanced vehicles.”

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Many in the thread also said that the Tesla Cybertruck could be a good option for the Secret Service, coming weeks after the U.S. State Department apparently canceled a potential $400 million Cybertruck order after it was widely reported on. State Department officials have since said that the figure listed in documents for the deal, which was first initiated under the Biden administration, were simply an estimate, and the Cybertruck has been removed from the broadly reported procurement list.

CEO Elon Musk also responded to the reports on X, suggesting that they were either misunderstood or false, noting that he was “pretty sure Tesla isn’t getting $400 million.”

“No one mentioned it to me, at least,” Musk added in the post.

The Cybertruck features a stainless steel exterior that has been touted by Tesla as being able to withstand bullets and other potential attacks. Tesla Cybertrucks have also been rolling out to some U.S. Police Departments in recent months, many featuring armored tune-ups from Unplugged Performance’s Up.Fit government and military fleet division.

Irvine PD unveils Tesla Cybertruck DARE program fleet unit

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Tesla Powerwalls to help expand Virtual Power Plant in Colorado

Colorado’s Virtual Power Plant program is about to get even bigger, with the help of Tesla’s Powerwalls.

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Tesla’s Powerwalls are set to help expand a Virtual Power Plant (VPP) program in Colorado, as an announcement this week notes that the company will be partnering with two local energy providers.

In a press release on Thursday, utility provider Xcel Energy and resource management company Itron announced a partnership with Tesla to help expand the existing VPP in Colorado, dubbed the Renewable Battery Connect program. Itron will integrate its IntelliFLEX platform with Tesla’s Powerwall management system, and the partners plan to increase the number of batteries that can be used during times of peak demand, as managed by Xcel.

The IntelliFLEX Aggregator Distributed Energy Resource Management System (DERMS) is designed to let energy providers localize the management of distributed batteries, utilizing a combination of residential battery storage, solar energy, electric vehicle (EV) chargers and other management systems to help balance grid energy more efficiently.

“Our Renewable Battery Connect program creates a new VPP in Colorado and we’re proud to work with Itron and Tesla, who have proven to be trusted industry partners and align with our goals to strengthen the energy grid while maintaining reliability and advancing renewable energy,” said Emmett Romine, Xcel’s VP of Customer Energy and Transportation Solutions. “This collaboration will deliver renewable, solar energy when our customers need it most.”

READ MORE ON TESLA POWERWALLS: Tesla partners up to expand Virtual Power Plant program in Texas

Itron also says the IntelliFLEX system currently helps facilitate around three million distributed energy resource devices for 30 different utilities across the U.S. The company also says the tool will give Xcel more power to manage customers’ residential batteries to help stabilize local grids.

“Integrating our IntelliFLEX solution with Tesla Powerwall demonstrates a shared vision with a leading technology partner who is at the forefront of creating electrification solutions,” said Don Reeves, SVP of Outcomes at Itron. “Through this collaboration, we are excited to bring new capabilities to Xcel Energy as they embark on its energy transition journey.”

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Tesla’s Powerwall home batteries have been utilized in markets around the world, effectively letting owners store and sell stored energy back to the electrical grid in times of peak demand, outages, and other peak use cases. This kind of distributed battery system is being piloted or run in a number of U.S. states, including California, Texas, and Massachusetts, and in a few other countries and territories.

The company currently builds Powerwalls at its Gigafactory in Nevada, and the facility in November celebrated building over 1,000 of the home batteries in a single day as it continues to ramp production. In October, Tesla also said that it had over 100,000 Powerwalls participating in its VPP programs worldwide.

Tesla shows off solar, Powerwall-backed display at Giga Berlin

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Tesla quietly added this extra Sentry Mode feature to deter vandals

Tesla’s Sentry Mode gets another feature, set to add an extra layer of security against vandalism.

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Credit: Tesla

Amidst increased vandalism events against Tesla’s vehicles in recent weeks, the company’s Sentry Mode has increasingly been in the spotlight as a deterrent for criminal activity. As part of an update to its website this week, Tesla has also revealed a subtle addition to the recording system that should help deter vandals caught in the act.

Tesla’s Sentry Mode on Cybertrucks will soon play music at the maximum volume when the vehicle’s cameras detect activity, as detailed on the company’s redesigned Cybertruck web page this week and initially spotted by Not a Tesla App. The detail was quietly added to the Cybertruck web page, as part of the larger Sentry Mode suite of features that lets owners check out the external cameras on their electric vehicles (EVs) even when away.

“Enable Sentry Mode to monitor your unattended vehicle or trailer, and automatically activate the alarm, increase the touchscreen brightness and play music at max volume if a threat is detected,” Tesla writes on the Cybertruck page.

The music feature could use the Cybertruck’s superhorn and external speaker to play the music outside the vehicle for an even louder response to potential threats, though it’s not clear at this point whether the added feature will utilize the external or internal speakers. The music feature is also not detailed on Tesla’s web pages for other vehicles at this point, though it would be surprising to see it only available on the Cybertruck given that Sentry Mode is available across the company’s entire lineup.

You can also see the Sentry Mode image that appears on the touchscreen when activated below.

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Credit: Tesla

READ MORE ON TESLA SENTRY MODE: Tesla is about to ship a fix to a big Sentry Mode issue

Tesla details the features from Sentry Mode in its owner’s manuals as follows:

When enabled, your vehicle’s cameras remain powered on and ready to record suspicious activity around your vehicle when Cybertruck is locked and in Park. Think of Sentry Mode as an intelligent vehicle security system that alerts you when it detects possible threats nearby.

If a threat is detected or the vehicle sensors determine there is a lot of jerky movement like when getting towed or shaken, Sentry Mode:

    • Pulses the headlights.
    • Sounds the alarm.
    • Displays a message on the touchscreen that indicates cameras may be recording to inform individuals outside of the vehicles.
    • Alerts you of the alarm on the mobile app.
    • Saves footage of the event to a USB drive (if installed)

Earlier this week, CEO Elon Musk also said that Tesla was increasing security at the company’s stores, along with activating Sentry Mode on all vehicles at the company’s locations. Musk also said earlier this month that it could make its vehicles automatically honk at people who come near or touch the vehicle, which would take a similar approach to scaring off people potentially keying or otherwise vandalizing a Tesla.

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Following a substantial uptick in protests and vandalism targeting Tesla’s vehicles in response to Musk’s recent actions at Trump’s inauguration and since with the newly created government efficiency, the Federal Bureau of Investigation (FBI) has begun looking into several of these incidents.

Additionally, President Donald Trump said that Tesla attacks would be categorized as “domestic terrorism,” even suggesting that some of those who have been recently arrested in these cases could be sent to prison camps in El Salvador, where the administration has recently been sending migrants.

“I look forward to watching the sick terrorist thugs get 20 year jail sentences for what they are doing to Elon Musk and Tesla,” Trump wrote in a post on his social media platform Truth Social. “Perhaps they could serve them in the prisons of El Salvador, which have become so recently famous for such lovely conditions!”

Could Tesla vandalism fuel higher insurance prices?

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