Ford will add a Tesla (NACS) port to its future EVs
Tesla
In a move that attests to Elon Musk's words on fostering industry collaboration over competition, Tesla and Ford have announced a partnership to enable the latter's electric vehicles access to Tesla’s extensive Supercharger network.
Ford's Green Light to Tesla's Charging Technology
Contrary to earlier speculations that Tesla's move to open its proprietary charging connector might be a futile attempt at standardization, Ford has embraced the North American Charging Standard (NACS) - Tesla's charging system. With this, Tesla’s charging plug design, known for some advantages over the current CCS standard, might start gaining traction across the North American EV sector.
This agreement with Tesla allows Ford EV owners to enjoy the expansive Supercharger network through an adapter named “Magic Dock,” which is being deployed at Superchargers. Starting early next year, Ford EV customers will have the luxury of charging at more than 22,000 stations — 12,000+ Tesla Superchargers and 10,000+ DC fast-chargers already part of the BlueOval Charge Network.
Ford EVs to Directly Integrate Tesla's Connector
Signaling a significant step in EV charging standards, Ford plans to incorporate Tesla’s NACS connector into its future electric vehicles starting in 2025. This will allow Ford EVs to access Tesla Superchargers without needing an adapter directly. More importantly, it could allow Ford vehicles to charge at more Superchargers, which do not have the Magic Dock adapter. Jim Farley, Ford's president and CEO, expressed enthusiasm about this breakthrough agreement, hailing it as vital for Ford's growth as an EV brand.
The impressive reliability of Tesla’s Supercharger network was a major factor in Ford's decision to facilitate the use of the network for its EV owners. Tesla's Superchargers have a near-perfect uptime rate of 99.95%, offering a dependable solution to the charging needs of Ford's EV customers.
Evolution of the BlueOval Charge Network
Ford's existing charging network, the BlueOval Charge Network, already boasts over 84,000 chargers. The addition of Tesla Superchargers will bolster its infrastructure, significantly reducing range anxiety for Ford customers. In tandem, Ford plans to add approximately 1,800 public-facing fast chargers to the BlueOval Charge Network by early 2024.
Elon Musk’s Supportive Approach to Industry Collaboration
This partnership exemplifies Musk's commitment to industry collaboration over annihilating competition. Following a precedent set by Henry Ford's assembly line revolution, Tesla's continuous advancements in EV technology and strategic price reductions have led to questions about the future of other automakers in the EV market. However, unlike Ford's competitive approach a century ago, Tesla's actions aim to accelerate the advent of sustainable transport by enhancing access and efficiency of charging for all EVs.
This partnership is a significant milestone in the EV industry, setting a course toward a collaborative and innovative future. While it brings a superior charging experience for customers, it also propels the world’s transition to sustainable energy, emphasizing the shared goal of all players in the EV sector.
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Tesla eliminated a newly formed marketing team of about 40 employees as part of its global layoffs, Bloomberg reported on Monday morning. On X, Elon Musk said the ads created by the team were “far too generic” adding that they would apply to “any car”.
Exactly. The ads were far too generic – could’ve been any car.
The team was led by Alexander Ingram who joined Tesla in August 2019 as Communication lead for Automotive. After a few different roles connected with content and social media, Ingram was promoted last December to Senior Manager of Global Growth Content. In the new role, he was leading a global team of creatives focused on Tesla's first ads, as well as social media.
Ingram put out some excellent behind-the-scenes videos on Tesla’s technological advancements such as the one below explaining Tesla’s single casting.
Tesla’s Advertisement Strategy
At Tesla’s 2023 annual meeting of shareholders, Elon Musk said that the company would “try a little advertising and see how it goes”. Since then, Tesla ads have been seen in Google search results and on YouTube.
In Tesla’s proxy statement filed last week, it is seen that the automaker has spent around $200,000 on X-advertising through February 2024.
“As part of a multi-platform advertising campaign, Tesla also directly or indirectly purchased advertising on X, which totaled approximately $0.2 million through February 2024”
Bloomberg’s source added that Tesla still has a smaller marketing team in Europe.
Tesla shared on X that it’s ending its current referral program globally by the end of April. It’ll be replaced by a new one, but that is still “a few months away”, according to CEO Elon Musk.
When Musk was asked if the current credits would be lost, Musk responded by saying “No, just that new credits would not be earned until we launch a future referral program.” That means there’ll be a gap of a couple of months when owners will not be able to earn referral credits.
Tesla was always famous for relying on its community to promote its vehicles rather than spending millions (or even billions) in ad campaigns.
Through Tesla’s referral program — which started back in 2015— customers have been earning referral credits by having friends use their referral link when ordering a Tesla product or taking their first demo drive. At the time, it started with a direct $1,000 prize for the referrer but later evolved to a more complex system with different tiers and points.
Prizes have changed a lot over the years
In its latest version, scheduled to end by the end of the month, Tesla models (S, X, and Y), along with Powerwall, solar panels, and solar roofs, are available for purchase using a referral link. In this version, owners can redeem credits from merchandise to software upgrades for their vehicles. They can even redeem credits for several months free of Premium Connectivity or FSD.
Our current referral program benefits will end after April 30 in all markets
Tesla’s first referral program was released in July 2015 where customers who referred new buyers would receive $1,000 for every new Tesla Model S delivered. For those who were able to accrue 5 or 10 referrals for the US automaker, Tesla raised the bar and offered invitations to the opening of its Giga Factories or even a fully loaded Model X.
Over the first 2 years, Tesla significantly increased the value of the prizes and even offered free or discounted Roadsters with enough referrals. However, in 2019, Elon Musk decided to stop amid cost concerns.
The referral program was re-launched in late 2019 offering new buyers free supercharging for a period of time, FSD access, premium connectivity, or $500 off a new vehicle.
What’s Next
Given the considerable gap of “a few months” between the current program and the next one, it is expected that Tesla will bring a new structure with updated awards focused on minimizing Tesla’s cost while increasing the brand’s awareness.
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Tesla Android Project enables you to run Android apps in your Tesla. The platform is Open Source and you can deploy it on your own Raspberry Pi 4. Consider supporting the initiative by donating or purchasing the Compute Module 4 Bundle that delivers the best experience. Get $20 off by using the code: NotATeslaApp
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