Recent months have been tumultuous for Tesla, marked by notable recalls, a disappointing Cybertruck launch, and sluggish sales performance. The company’s layoffs only intensified speculation regarding its strategy, especially after it dismantled its Supercharger network team. Interestingly, it appears there was no cohesive plan in place, as Tesla is reportedly in the process of re-hiring some of the charging staff it previously let go.
According to Bloomberg, sources familiar with the situation indicate that Tesla has resumed hiring some of the approximately 500 employees who were part of the recent layoffs within the Supercharger division. (The product development team was also significantly reduced.) Among those returning is Max de Zegher, the North American charging director. However, the total number of rehires and the rationale for their reinstatement remain unclear. This move may be linked to CEO Elon Musk’s announced $500 million investment in the charging network, which has now opened up to other automotive manufacturers that presumably are compensating Tesla for access under particular maintenance agreements.
The re-hiring of Supercharger staff mirrors Elon Musk’s management during his Twitter acquisition, which also saw a reversal of decisions following noticeable deterioration in site stability. This pattern highlights Musk’s increasingly erratic management approach and raises questions about how well Tesla is equipped to tackle its growing challenges.
Despite anticipation surrounding the Cybertruck as a potential disruptor in the U.S. pickup truck market, its performance has been disappointing, with sales barely matching the volume of Ford F-150s sold in just two days over its first six months in the market. Additionally, interest in older Tesla models is waning, and the company has reportedly scrapped its lower-cost “Model 2” model right before it was set to reach production, as indicated by The Information.
Currently, Tesla is focusing its energy on its “Robotaxi” initiative, although this endeavor faces significant hurdles. The company’s vehicle autonomy technology has lagged behind competitors for several years and was involved in its largest recall to date last December. Moreover, it is currently under investigation by multiple U.S. government agencies concerning alleged fraud related to misleading claims about its “Full Self-Driving” technology. Recently, Tesla has shown signs of reconsidering its stance against LIDAR technology, which could potentially help the company regain its footing. However, it remains uncertain if this shift will provide the necessary momentum for Tesla or if it is simply too little, too late.
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