This Atlantic story (limited gift linked) made me wonder about Tesla’s long term strategy. Why would they fire their experts? Not like they can’t go elsewhere?
Excerpt
Take a road trip in an electric car, and you’ll quickly realize that gas stations are incredible. Nothing in the world of EVs is as fast or easy as… filling up your tank in just a few minutes, and getting on with your day. It’s not just that chargers are still hard to find. They can be dreadfully slow, adding as little as 25 miles of battery life every hour. Plenty of faster ones exist, yes, but there is no guarantee that they will work. A long-distance drive in an EV still requires a lot of planning and a lot of luck.
But if you drive a Tesla, the experience is better. The company’s Superchargers are speedy—adding up to 200 miles of charge in just 15 minutes—and simple to use. Set up an account with Tesla and charging initiates automatically after plugging in. There’s no fumbling with screens or swiping a credit card. Superchargers consistently clock in as the most reliable EV chargers in the U.S.
Even though Tesla Superchargers make up nearly three-quarters of America’s fast chargers, most non-Tesla EV drivers have had to look for a plug elsewhere. That’s because Tesla’s cars use their own proprietary charging port, similar to how the Lightning Connector is only for Apple products. But in recent months, Tesla has opened up its Superchargers to cars from Ford and Rivian. With a brick-size charging adapter, drivers can plug into more chargers than ever before, alleviating one of the biggest challenges to owning an EV. Many more automakers may soon get Supercharger access and adapters, but that has gotten complicated by Tesla’s shocking and sudden decision to fire its entire Supercharger team last week. So much about the adoption of electric vehicles in America now hangs on a dongle.
Tesla isn’t opening up its Superchargers out of the goodness of Elon Musk’s heart. In 2021, Tesla’s charging port seemed doomed: To encourage standardization, the federal government had decided to subsidize charging stations with the Combined Charging System (CCS) connector used by other automakers. The company responded by open-sourcing its connector—which it renamed the North American Charging Standard, or NACS for short—and struck a deal with the government to make its chargers accessible to other automakers. Since then, nearly every major automaker has announced that they’ll build the NACS port into future vehicles, including Ford, Rivian, GM, Volkswagen, Hyundai, Kia, Volvo, BMW, Nissan, and Jeep. (That’s not even the full list.) Tesla’s North American Charging Standard has functionally become exactly that: the new charging standard for America’s EVs. Tesla has received billions of dollars in federal funding to rapidly build more Superchargers—promising to double the number by the end of the year—and could bring in billions more from Supercharger fees.