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The EV market is in trouble: The latest sign is Tesla's layoffs

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The EV market is in trouble: The latest sign is Tesla's layoffs

Tesla is in trouble: Its product line is aging. Sales are stalling. Top executives are fleeing. The stock price is down. The first wave of new Cybertrucks is riddled with quality problems. The low-cost Model 2 recently promised by Chief Executive Elon Musk appears to be dead.

Some of Tesla’s most environmentally conscious buyers are signaling their disgust with the behavior of Musk by turning to other brands, even as price cut follows price cut. Those bargain basement deals are squeezing profit margins, though the company remains profitable and still sells more EVs than other automakers.

The company’s four auto factories have more car-making capacity than the company has customers.

The situation is so serious that on Monday, Musk announced that “more than 10%” of its global workforce would be laid off. How much more Musk did not say. Tesla did not respond to a request for comment for this article, but Musk said in an internal email explaining the layoffs that the company had to seek cost reductions and higher productivity.

If Tesla were the only electric car maker under pressure, that alone would send shivers through California policymakers, from Gov. Gavin Newsom on down, who in their quest to address climate change and air pollution have set strict mandates that will ban sales of new cars that run only on fossil fuels by 2035.

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But the drive to electric vehicles has, at best, hit a rough patch, with little visibility into road conditions ahead. EV sales are still rising but at a far slower pace than the highs reached in 2022 and early 2023.

Ford, General Motors and other major automakers are pulling back on their EV ambitions, putting more of their money behind hybrid vehicles, cutting back on production, and delaying introduction of some EV models. EV startups including Rivian, Lucid and Polestar are laying off workers, as they encounter production problems or fall short of sales targets or both. The financial difficulties at Fisker, the Manhattan Beach electric vehicle startup, became so severe, its stock price so battered, that it’ll get kicked off the New York Stock Exchange on April 22, or, more formally, be “delisted.”

The big question is whether current conditions will prove to be growing pains (however agonizing) on the way to a cleaner transportation economy. And if so, how long the pain will last.

Right now EV sales growth is slowing at a time when rapid expansion is needed to reach climate goals. Across the U.S., EV sale rose only 2.6% year over year for the first quarter of 2024, while EV market share against gasoline cars declined, to 7.3%, from 2023’s 7.6% record high, according to Kelley Blue Book.

Even EV-happy California is bumping into customer resistance: In 2023, EV market share for new car sales topped 21%, far higher than any other state. While 2024 first-quarter California EV sales figures won’t be available until early May, the signs are worrisome: In the last half of 2023, new EV sales declined in California, the first negative growth ever reported.

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“We’ve reached a threshold of market intolerance,” said Karl Brauer, auto industry analyst at iSeeCars.com. “The numbers of people who have a personal interest in, or a tolerance for, dealing with EV challenges, or have the means and lifestyle to work with an electric vehicle” appears to be hitting a wall, he said.

Temporary, or long term? Yet to be determined, he said.

His firm looked at EV penetration rates in states and cities and found that sales grew rapidly until market share hit about 8%, and then slowed dramatically or went nearly flat. California is an exception; new EV market share reached over 21% in 2023. Still, in the year’s last quarter, EV sales growth went negative, with Tesla new car sales down 10%.

The current problem for EV advocates: how to move the customer profile from early adopters to mainstream buyers.

More than 90% of EV buyers, Brauer’s research shows, are relatively affluent homeowners who have installed their own chargers and own two vehicles or more — meaning, in most cases, there’s a gasoline car available for long trips.

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The majority of car buyers aren’t as well off, so the price difference between gasoline cars and electric cars — about $45,000 on average for gas, compared with about $55,000 for electric — is a big issue. (Even that $45,000 is high for millions of buyers, hence the strength of the used car market.)

EV drivers who live in condos or apartments must rely for the most part on public or workplace chargers.

The public charging infrastructure is notoriously unreliable, outside of Tesla’s charging network, a system the company could afford to build and maintain by maintaining a stratospheric stock price — a stock price that’s suffered mightily over the last year, down nearly 40% in the last six months.

Tesla is beginning to open up its charging network to other carmakers, in part to qualify for federal subsidies.

While EV sales growth is slowing, hybrid cars are blasting off, benefiting companies such as Toyota and Honda.

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The Tesla news is reverberating through the auto world. For more than a decade, it was the EV industry. Regulators pointed to Tesla as evidence that customers would buy electric cars if the industry would craft desirable vehicles instead of the glorified golf carts they were producing, weak tea attempts at meeting government regulations. Under pressure from California and 12 other allied states, from regulators in Europe, and a burgeoning EV industry in China, automakers globally are now investing hundreds of billions in electric vehicles.

If California and the world are going to meet their lofty climate goals, policymakers and automakers, including Tesla, have a lot of work still to do.

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David Ellison hits CinemaCon, vowing to make more movies with Paramount-Warner Bros.

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David Ellison hits CinemaCon, vowing to make more movies with Paramount-Warner Bros.

Paramount Skydance Chief Executive David Ellison made his case directly to theater owners Thursday, pledging to release a minimum of 30 films a year from the combined Paramount and Warner Bros. Discovery company during a speech at the CinemaCon trade convention in Las Vegas.

“I wanted to look every single one of you in the eye and give you my word,” Ellison said in a brief on-stage speech, adding that Paramount has already nearly doubled its film lineup for this year with 15 planned releases, up from eight in 2025.

He also said all films will remain in theaters exclusively for 45 days, starting Thursday. Films will then go to streaming platforms in 90 days. The amount of time that films stay in theaters — known as windowing — has been a controversial topic for theater owners, as some studios reduced that period during the pandemic. Theater operators have said the shortened window has trained audiences to wait to watch films at home and cuts into theater revenues.

“I have dedicated the last 20 years of my life to elevating and preserving film,” said Ellison, clad in a dark jacket and shirt with blue jeans. “And at Paramount, we want to tell even more great stories on the big screen — stories that make people think, laugh, dream, wonder and feel — and we want to share them with as broad an audience as possible.”

Ellison’s CinemaCon appearance comes as more than 1,000 Hollywood actors and creatives have signed a letter opposing Paramount’s proposed acquisition of Warner Bros. Supporters of the letter have said the deal would reduce competition in the industry and “further consolidate an already concentrated media landscape.”

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Some theater operators have also questioned whether the combined company could achieve its goal of releasing 30 films a year, particularly after the cost cuts that are expected after the merger closes.

“People can speculate all they want — but I am standing here today telling you personally that you can count on our complete commitment,” Ellison said. “And we’ll show you we mean it.”

The speech came after a star-studded video directed by “Wicked: For Good” director Jon M. Chu that was shot on the Paramount lot on Melrose Avenue and showcased directors and actors including Issa Rae, Will Smith, Chris Pratt, James Cameron and Timothée Chalamet that are working with the company.

The video closed with “Top Gun” actor Tom Cruise perched atop the Paramount water tower.

“As you saw, the Paramount lot is alive again,” Ellison said after the video. “And we could not be more excited.”

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Video: Why Your Paycheck Feels Smaller

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Video: Why Your Paycheck Feels Smaller

new video loaded: Why Your Paycheck Feels Smaller

Ben Casselman, our chief economics correspondent, explains why wages are not keeping up with inflation and what that means for American workers and the economy.

By Ben Casselman, Nour Idriss, Sutton Raphael and Stephanie Swart

April 18, 2026

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Civil case against Alec Baldwin, ‘Rust’ movie producers advances toward a trial

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Civil case against Alec Baldwin, ‘Rust’ movie producers advances toward a trial

Nearly two years after actor Alec Baldwin was cleared of criminal charges in the “Rust” movie shooting death, a long simmering civil negligence case is inching toward a trial this fall.

On Friday, a Los Angeles Superior Court judge denied a summary judgment motion requested by the film producers Rust Movie Productions LLC, as well as actor-producer Baldwin and his firm El Dorado Pictures to dismiss the case.

During a hearing, Superior Court Judge Maurice Leiter set an Oct. 12 trial date.

The negligence suit was brought more than four years ago by Serge Svetnoy, who served as the chief lighting technician on the problem-plagued western film. Svetnoy was close friends with cinematographer Halyna Hutchins and held her in his arms as she lay dying on the floor of the New Mexico movie set. Baldwin’s firearm had discharged, launching a .45 caliber bullet, which struck and killed her.

The Bonanza Creek Ranch in Santa Fe, N.M. in 2021.

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(Jae C. Hong / Associated Press)

Svetnoy was the first crew member of the ill-fated western to bring a lawsuit against the producers, alleging they were negligent in Hutchins’ October 2021 death. He maintains he has suffered trauma in the years since. In addition to negligence, his lawsuit also accuses the producers of intentional infliction of emotional distress.

Prosecutors dropped criminal charges against Baldwin, who has long maintained he was not responsible for Hutchins’ death.

“We are pleased with the Court’s decision denying the motions for summary judgment filed by Rust Movie Productions and Mr. Baldwin,” lawyers Gary Dordick and John Upton, who represent Svetnoy, said in a statement following the hearing. “He looks forward to finally having his day in court on this long-pending matter.”

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The judge denied the defendants’ request to dismiss the negligence, emotional distress and punitive damages claims. One count directed at Baldwin, alleging assault, was dropped.

Svetnoy has said the bullet whizzed past his head and “narrowly missed him,” according to the gaffer’s suit.

Attorneys representing Baldwin and the producers were not immediately available for comment.

Svetnoy and Hutchins had been friends for more than five years and worked together on nine film productions. Both were immigrants from Ukraine, and they spent holidays together with their families.

On Oct. 21, 2021, he was helping prepare for an afternoon of filming in a wooden church on Bonanza Creek Ranch. Hutchins was conversing with Baldwin to set up a camera angle that Hutchins wanted to depict: a close-up image of the barrel of Baldwin’s revolver.

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The day had been chaotic because Hutchins’ union camera crew had walked off the set to protest the lack of nearby housing and previous alleged safety violations with the firearms on the set.

Instead of postponing filming to resolve the labor dispute, producers pushed forward, crew members alleged.

New Mexico prosecutors prevailed in a criminal case against the armorer, Hannah Gutierrez, in March 2024. She served more than a year in a state women’s prison for her involuntary manslaughter conviction before being released last year.

Baldwin faced a similar charge, but the case against him unraveled spectacularly.

On the second day of his July 2024 trial, his criminal defense attorneys — Luke Nikas and Alex Spiro — presented evidence that prosecutors and sheriff’s deputies withheld evidence that may have helped his defense . The judge was furious, setting Baldwin free.

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Variety first reported on Friday’s court action.

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