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Home.forex news reportTechCrunch Mobility: The great Tesla rebranding

TechCrunch Mobility: The great Tesla rebranding

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<span class="caption">Image Credits:Arda Kucukkaya/Anadolu / Getty Images</span>
Image Credits:Arda Kucukkaya/Anadolu / Getty Images

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Tesla CEO Elon Musk has spent months — years? — trying to position his company as something more than just a maker of electric vehicles. When Tesla acquired Solar City in 2016, he (and his comms team) pitched it as a sustainable energy company. Over the past year, he has pushed the idea of Tesla as an AI and robotics company.

Musk’s aspirational branding has slammed right up against financial reality: The bulk of its revenue comes from selling EVs. Its latest earnings support this.

The company generated $94.8 billion in revenue in 2025. Of that, $69.5 billion came from selling and leasing EVs as well as related regulatory credits. The remaining $25 billion is split nearly down the middle between its energy generation (solar) and storage business and “services and other,” which include revenue from its Superchargers, parts sales, and Full Self-Driving subscriptions. That reliance on deliveries means that as EV sales have dipped, so has Tesla’s entire balance sheet. Its profits in 2025 were 46% lower year-over-year.

Tesla has tried to grow its non-EV businesses to compensate for the decline in sales, and its Q4 and full-year earnings report (and its accompanying call) signaled a shift beyond the persistent AI-robotics talk and toward action. For now, that action involves spending money, not making it. Musk repeatedly stressed that 2026 would be a huge CapEx year, more than doubling spending to $20 billion, which would put them in negative-cash-flow territory.

For instance, Musk announced that Tesla is ending production of the Model S and Model X, which is more symbolic than material. Those two models represent about 2% of Tesla’s sales volume, a point that Barclays analyst Dan Levy also makes in his most recent note. Still, it is a notable end-of-an-era moment for Tesla and the broader automotive industry, which was forever changed when the Model S went on sale in 2012.

The more material move is what Tesla plans to do now.

Tesla plans to fill the production void left by the Model S and X with its Optimus humanoid robots, which will be made at its Fremont, California, factory. Musk also intends to scale Tesla’s robotaxi operations to more cities in 2026 and even floated the need for Tesla to build a TerraFab factory to shore up chip supply.

But the item that really stood out to me — and a true Elon Inc circular economy deal — was Tesla’s plan to invest $2 billion into another Musk company, xAI, and signaled plans to more closely align those two companies. Meanwhile, other outlets are reporting talks are underway to possibly merge (in some combination) three of Musk’s companies: SpaceX, Tesla, and xAI.



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