Tesla scores second for brand sustainability perceptions
Kelley Blue Book
Tesla ranks second as the brand with the highest sustainability perception. Brand Finance, an independent branding and consultation agency, released the Sustainability Perceptions Index, which uses several factors to determine the "value of sustainability perceptions to the world's leading brands."
It's hard to imagine a more sustainable brand than Tesla. The mission statement includes the verbiage: accelerate the world's transition to sustainable energy. This company made electric vehicles a viable form of transportation and has produced more energy than it used. But it may be Tesla's communication or lack thereof, that cost it first place.
Tesla May be too Humble
The report states, "Despite having sustainability as central to its brand, Tesla's communication of its sustainability initiatives is relatively limited considering the impact that it has. This is potentially due to a worry that the brand is too defined by sustainability. However, Brand Finance's research suggests that this worry is unwarranted, and in fact, having a strong sustainability perception will only increase consumer choice, particularly in the luxury auto sector."
To confuse readers further, Brand Finance gave the top ranking to Amazon. The report ironically states: "This may come as a surprise to some." Brand Finance explains that despite the "regular criticism about issues as diverse as labor conditions, emissions associated with its supply chains, and the polluting effects of packaging," there is a perception of sustainability. The report reads, "Regardless of Amazon's track record, it is clear that consumers worldwide have confidence that Amazon is minimizing its negative impacts, or at least is committed enough for them to continue to use its services."
Luxury Car Brands Must be Environmentally Friendly
Tesla recently ousted BMW as the top-selling luxury brand. Brand Finance's report found that consumers are putting a lot of importance on sustainability in luxury automobiles. Volvo discovered the same trend when it announced that it would phase out the production of ICE vehicles. Volvo worked with The Future Laboratory to author a report called The Rise of the Conscious Design.
The report underscored the importance of Volvo, and effectively the entire auto industry, to be more sustainable. The report pointed out, "Once focused specifically on environmental factors, consumers are rapidly developing a more holistic understanding of sustainability and ethics… The rise of conscious design stems from a pressing need to ensure that future products across categories are ethical, sustainable and regenerative."
Tesla Should Advertise
Tesla has not spent a dime on traditional advertising; instead, it relies on word-of-mouth and puts so much faith in its product that it made owners practically spokespeople. Although Tesla appears to have done some product placement in the past, such as the Model Y that was offered on the Price is Right. However, more advertising may be necessary now that the rest of the automotive world has realized electric vehicles are here to stay and consumers are demanding the product.
The average consumer must learn about Tesla's incredible safety record and cutting-edge technology. You can bet every other brand will be buying ads to promote "new features" that Tesla has already done or is significantly more advanced than the competition. There is no reason why Tesla shouldn't be the top brand globally for sustainability other than an uninformed perception, and that must change.
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In case you missed Tesla’s Q1 2025 earnings call last night, or just want to see the cliff notes, we’ve got you fully covered. While Tesla called this event a “Company Update” on their Investor Relations website, we covered all the usual aspects of a regular earnings call.
Tesla had a rough Q1, but managed to pull through even in the face of one of the most financially difficult quarters in recent memory. There’s also a lot of exciting news as Tesla shared updates and key information on some of its upcoming products.
Tesla actually started this event relatively on time, with the call beginning just seven minutes after the scheduled start time. If you prefer to listen to the call, you can listen below with the call starting at the 7 minute, 9 second mark.
FSD Supervised & Unsupervised
FSD Supervised launched in China, received positive reception.
Tesla launched FSD in China without access to country-specific data, and it is performing extremely well.
They expect this will make it easier to launch elsewhere.
FSD Supervised for Europe still on track for 2025.
FSD Unsupervised is now running Model 3, Model Y, and Cybertrucks from the production line to the outbound logistics lots at Fremont and Giga texas.
As of this quarter, FSD has been driving people in North America and China for 7.7 Million miles per day.
Tesla will consider pricing options for Unsupervised FSD vs Supervised FSD
In the meantime, Tesla plans to gradually lighten the supervision requirements
Executive team believes FSD is too cheap at $99/mo as it currently stands
Glare, Sand, Dust, Fog
Cameras are not fully blinded by glare or other obstacles
Tesla’s photon-count analysis happens before digital signal processing - the image you see on the dash may be washed out, but FSD can see fine.
Snow and Inclement Weather
These are still a challenge for scaling out to areas that experience snow.
Tesla is looking at implementing localized parameters to deal with snow or other localized conditions in the future
Not essential, but a “nice-to-have”
These parameters will be focused on improving reliability for certain tasks, like driving in snow
Waymo
Tesla doesn’t see Waymo as a challenger
LIDAR is expensive, can’t solve many problems
Pure vision is the key (along with audio now)
Tesla isn’t just doing a software solution and attaching hardware to a pre-existing vehicle, Tesla is building the vehicles ground-up with autonomy in mind
Validation is still a challenge, due to edge cases.
QA fleet is driving in Austin, and can go many days without an intervention
Difficult to tell whether improving or regressing
Deeper and broader simulation systems are being built
Seeing an intervention every 10,000 miles means they need 10,000 miles of data on average to address it
Need as much data as possible - 10,000 miles is the average distance covered by a driver in North America in a year
The executive team noted that Chinese FSD testers are doing a fantastic job testing edge cases
Unsupervised FSD & Robotaxi Fleet
Tesla is on track for the pilot launch of Robotaxi in Austin for June 2025.
These will move the financial needle in the 2nd half of 2026.
The first vehicles will be Model Y’s, not Cybercabs.
Aim is to start in Austin and roll out elsewhere in the United States by the end of the year
Focus is to ramp quickly, and have millions of vehicles operating autonomously by the end of 2026.
Remote Support for robotaxi fleet could happen, not 100%
10-20 vehicles on Day 1 for Robotaxi fleet
Scale-up will happen slowly
By the end of June or early July, anyone will be able to go to Austin and use a robotaxi
Vast majority of Tesla’s existing fleet will be capable of Unsupervised FSD
Elon specifically mentioned the Model S, 3, X, and Y
This is the fourth event (We, Robot, Q4 Earnings 2024, All-Hands, and Q1 Earnings 2025) without mention of the Cybertruck being capable, likely meaning that FSD development for the Cybertruck is further behind as we’ve seen.
Tesla’s generalized solution to autonomy means that once they verify it works in a few North American locations, it should work in any North American city
Key limitation is regulatory approvals
This also applies for other areas of the world - the generalized solution will make it easy to apply it elsewhere
Tesla is providing autonomous supervised vehicles today that are capable of:
Cutting commute effort
Improving lives for customers with disabilities
Tesla’s executive team wants to get these stories out and get people to experience FSD
Unsupervised FSD should launch for customers in the US, ideally by end of year
Safety is a key concern, Tesla needs to continue reducing interventions per mile
Tesla will be careful with rolling this out outside of dedicated fleets
It must be meaningfully (10x or more, as per Q4 2024) safer than a human
Will likely be geofenced to specific cities or locations
Elon expects the first Model Y will drive itself from Fremont or Giga Texas all the way to a customer by the end of 2025
Affordable Vehicle
The plan for the new more affordable model (identified as a new vehicle), remains on schedule for production beginning in the first half of 2025.
These will utilize aspects of the next-generation platform as well as current platforms, and be produced on the same manufacturing lines as current vehicles.
This approach will result in less cost reduction, but will enable Tesla to manage capital expenditures.
This model will start production as soon as June and be in the market shortly thereafter.
Ramping will be slower than hoped due to global tariff and financial impacts
Production timeline is still on track overall
Tesla is aiming for a lower initial cost of ownership and lower monthly payments
Tesla will use its existing lines - reducing the overall form factor difference between this new model and what Tesla already exists
Likely based on the Model 3 or Model Y
Will resemble the overall form and shape
Cybercab
Cybercab will use the unboxed manufacturing strategy, and is scheduled for volume production in 2026.
Sample production validation is ongoing now
First builds will happen near the end of Q2
Production is on-schedule at Giga Texas
No new building is being built, it will be built inside already planned space
Unboxed method is progressing well
It is the basis for the Cybercab’s manufacturing process
It lowers the cost of production and increases the level of automation considerably
Tesla is working on marrying large assemblies together, fixing vehicle ceiling connections, and recently completed corrosion testing
Unboxed methodology will eventually be incorporated into other lines
Cybertruck is already benefiting from some aspects of this method
Long term goal is a 5 second cycle time for Cybercab
Giga Shanghai currently has a 33 second cycle team for Model Y
Current Vehicles
Giga Texas produced its 400,00th vehicle in April, and Tesla launched the Cybertruck Long Range (RWD).
Giga Nevada achieved record battery pack production this quarter.
Model 3 and Model Y deliveries in the US (and Canada) are now made with 100% US-built battery packs.
Tesla achieved record orders in a single day in the Asia-Pacific region with the launch of the Refreshed Model Y.
This is the most competitive region for EVs, and a validation of Tesla’s cost structure and positioning.
Giga Berlin built its 500,000th Model Y this quarter.
Tesla has officially opened the first overseas market for the Cybertruck - Saudi Arabia.
Q1 is historically the worst quarter for auto sales, and the best quarter to do production swaps
Tesla used this as an opportunity to do the swap at all 4 factories around the world at the same time
Never been done before - especially as 1.1 million Model Y’s are built per year globally.
Optimus
Tesla’s Fremont factory is preparing production for the Optimus pilot line for 2025, and wider deployments of Optimus for internal Tesla use is expected this year.
There has been good progress on finalizing Optimus so far, still in prototyping stages
Tesla expects its pilot production line to begin running near the end of 2025
Several thousand units should be working in Tesla’s factories by the end of the year
Optimus ramp will be challenging, lots of new and unique components Tesla doesn’t make already
Optimus will use the AI4 computer
Shoulder actuators use permanent/rare earth magnets
Working with China to get a license for use
Goal is 1 million units per year by 2030
Batteries
The 4680 Cell (Cybercell) is IRA-complaint and eligible for the US Federal EV Rebate.
It is the lowest cost-per-kWh cell.
Tesla has diversified and protected the supply chain, and each component for the 4680 is sourced from at least two countries.
Lowest cost cell of any cell available on the market right now
Easy to build a flashy product that does one thing (e.g. charging fast) well, but difficult to scale it up and be profitable
Tesla’s lithium refining and cathode production plans will start production in 2025, moving critical battery production to the US.
Will be the biggest lithium refinery outside of China, and could potentially expand to be the biggest.
Cathode production will also make a big impact
Anode production or removing anodes entirely is being worked on
Tesla is no longer supply constrained for vehicle batteries, but is constrained on LFP batteries for North America due to tariffs.
Supply Chain
Tesla is continuing to localize supply chains where possible
Makes sense from a cost and logistics risk standpoint
Supply chains should be located on the continent of which the vehicle is built
Tesla is the least impacted car company in respect to tariffs
Places Tesla in a stronger position than their competitors
Elon believes in lower tariffs, and advocates for them
Tesla will be impacted by the May tariffs due to part production in Canada and Mexico, no way around this right now
Tesla has to buy equipment from outside the US and import it - it is expensive to bring in equipment from China
China has the most capacity to provide this equipment
Tesla is working to on-shore production of LFP, as most Tesla Energy batteries are supplied from China
There is an outsized tariff impact on Tesla Energy at the current time, and Tesla is looking at non-China suppliers of Lithium
Tesla is continuing to focus on adapting to policy changes
85% of US-built vehicles have North American content
95% of Asia-Pacific vehicles have Asian-Pacific content
Vertical integration and local partnerships are the key to increasing these
Tariff risks are higher for low-volume platforms (S, X, Cybertruck)
Tesla can bridge and cover production for other regions in times of crisis
Tesla is building strategic banks of parts they cannot vertically integrate, such as processors and microelectronics
Tesla is working to reduce or stop the reliance on rare earth magnets as much as possible
Energy
There was a 154% increase in energy storage deployed YoY, for a total of 10.4GWh.
Tesla is experiencing continued rapid growth in the energy market, but deliveries remain volatile due to the nature and scale of the projects.
Megapack expands grid capabilities
Tesla is expecting more demand for Megapack in the near future due to the increasing use of AI.
Megapack itself is extremely useful for many industrial use cases, not just AI.
It can effectively double grid capacity by buffering energy usage during off-peak hours
Tesla has many orders in the GWh range already, and is expecting demand in the TWh range in the future.
Tesla is supply constrained on Megapack
Tesla deployed 1 GWh of Powerwall this quarter.
Extremely positive reception from customers; Tesla is supply constrained.
Tesla delivered 1.4TWh of electricity by Supercharging this quarter, with a 26% YoY growth.
Megafactory Shanghai is now online and producing Megapacks, over 100 are on-site and produced, ready to be shipped (not counted this quarter!)
Tesla expects 20GWh of annual production due to the localized supply chain, and up to 40GWh in the future.
Misc.
Tesla is working on getting into India, cars going in are subject to 70% tariffs and 30% luxury tax
Would be an excellent market, aimed at India’s middle class
No discussion about localizing production in India at this time
Giga Berlin and Giga Shanghai likely have enough capacity
Tesla acknowledged that vandalism, unwarranted hostility, and brand image have suffered in several markets, and likely played an impact, but did not have a functional impact on demand
In Q&A, Tesla’s executive team mentioned:
Biggest impact was reduced Model Y production
Tesla remained a best seller in Q1 in multiple regions, and interest remained high
Tesla experienced the highest number of test drives in this quarter, ever
Tesla isn’t immune to macro economic effects
Elon’s Opening Statement
Elon’s opening statement was interesting - and normally we just integrate it right into the rest of the points, but we’ll break it out here because it is fairly important.
Elon acknowledges blowback for his time at DOGE
He believes that his work there is still important
DOGE team has made a lot of progress
Elon wanted to focus on fighting waste and fraud to benefit the US
Most of the work with DOGE is done
Time with DOGE will drop significantly as of next month
Elon will continue to work with DOGE throughout the current term
1-2 days per week as needed
Elon says he will return to focusing on Tesla
DOGE’s mandate ends in July 2026, so Elon will likely have to step away entirely then unless it is extended
This will be a bumpy year for Tesla
Elon is optimistic about the future of the company, but acknowledges 2025 will be challenging, but he doesn’t go into details
Still believes the future of the company is on large-scale autonomy
Both cars and humanoid robots
If Tesla can execute on autonomy, it is well placed for the future
Financial
Tesla saw a 20% YoY decline in total automotive revenues
Partially due to a 15% decline in gross profit, and 9% rise in operating expenses
Tesla saw non-GAAP earnings per share drop to $0.27, from $0.45 in Q1 2024, and $0.60 in Q4 2024.
Tesla attributed the majority of the decline in its vehicle deliveries due to the ramp of the Model Y across all four of its factories globally. The first time any automaker has launched a new model across all factories at the same time.
Tesla’s average selling price (ASP) also declined due to a mix of sales and financing incentives.
Overall, operating income decreased 66% YoY to $0.4B, which is a 2.1% operating margin.
Tesla saw growth in the energy generation and storage sectors (Tesla Energy), and also a higher regulatory credit revenue for this quarter.
Tesla’s continued ramp of the Cybertruck has seen a lower cost associated with its production as of Q1 2024.
Tesla’s CAPEX for 2025 will be in excess of $10 Billion
Tesla is still evaluating what and where to invest.
Listen to Event
You can listen to the entire event below, which starts at the 7 minute, 9 second mark.
Tesla is holding its 2025 Q1 earnings call today at 2:30 pm PT / 5:30 pm ET / 9:30 pm UTC. The earnings call will be followed by a Q&A session with Tesla executives, including Elon Musk.
We expect the focus to be on Tesla sales for the quarter, FSD Unsupservised and the Robotaxi network. Tesla may also discuss its upcoming, more affordable model, Optimus, and other products.
Update: If you prefer a recap of everything that was announced during Tesla’s earnings call, take a look at our bullet point list of everything Tesla announced.
Listen to Replay
The event will be live-streamed on Tesla’s site. It is also expected to be streamed on X and YouTube like it has been in the past. Tesla has changed this from an Earnings Call to a Company Update, but it’s unclear whether the phrase change holds any significance in what will be shared.
Update: You can listen to Tesla’s earnings call live below. If you prefer, you can also listen live on Tesla’s website.
Start Time
Tesla's live stream starts at 2:30 pm PT, which is the following times around the world:
2:30 pm Pacific Time
5:30 pm Eastern Time
9:30 pm UTC
10:30 pm - London, England
11:30 pm - Berlin, Germany
7:30 am (April 23rd) - Sydney, Australia
Q&A Questions
The questions asked during the Q&A portion of the call come directly from investors. These are currently the top-voted questions, so we’ll likely see answers to several of these questions:
What are the highest risk items on the critical path to robotaxi launch and scaling?
When will FSD unsupervised be available for personal use on personally-owned cars?
Is Tesla still on track for releasing “more affordable models” this year? Or will you be focusing on simplified versions to enhance affordability, similar to the RWD Cybertruck?
Does Tesla see robotaxi as a winner-take-most market, and as you approach the Austin launch, how do you expect to compare against Waymo’s offering, especially regarding pricing, geofencing and regulatory flexibility?
Can you please provide an update on the unboxed method and how that is progressing?
How is Tesla positioning itself to flexibly adapt to global economic risks in the form of tariffs, political biases, etc.?
Does Tesla still have a battery supply constraint (noted on Q4 ER call) and how does this change w/tariffs?
Did Tesla experience any meaningful changes in order inflow rate in Q1 relating to all of the rumors of “brand damage”?
Regarding the Tesla Optimus pilot line, could you confirm if it is currently operational? If so, what is the current production rate of Optimus bots per week? Additionally, how might the recent tariffs impact the scalability of this production line moving forward?
Robotaxi still on track for this year?’
Look Back at 2025 Q1 Numbers
Most of Tesla’s Q1 deliveries, 323,800 units, were unsurprisingly for the Model 3 and Model Y, while the “Other Models” category (including the Cybertruck, Model S, and Model X) accounted for 12,881 deliveries.
Comparing these numbers to Q1 2024, the Model 3/Y is down about 13%, while the Model S/X and Cybertruck are down about 24%.
In terms of production, Tesla built 345,454 Model 3/Y vehicles and 17,161 from its “Other Models” line. The company attributed the production drop to the Model Y changeover but stated that the ramp is “going well.” However, deliveries and production were both down year over year.
Q1 2025
Q1 2024
Q4 2024
Model 3/Y Deliveries
323,800
369,783
471,930
Model 3/Y Production
345,454
412,376
436,718
Other Models Deliveries
12,881
17,027
23,640
Other Models Production
17,161
20,995
22,727
Total Deliveries
336,681
386,810
495,570
Total Production
362,615
433,371
459,445
Although Tesla doesn’t officially break down its numbers by region, Troy Teslike, who closely monitors Tesla's delivery and production numbers has provided estimates that show Tesla’s deliveries across regions. Tesla delivered the most vehicles in China this past quarter, so it’ll be interesting to see if this trend continues.
His estimates for the regional break down are below:
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