Tesla Motors (TSLA.US) CEO Elon Musk is downplaying the importance of the company's automotive business in an unprecedented manner, shifting focus instead to humanoid robots that are still in development and far from generating revenue. On September 2, Tesla Motors published "Master Plan Part IV" (referred to as "Master Plan 4.0") on its official social media accounts.
According to Master Plan 4.0, Tesla Motors has accumulated relentless technological expertise over nearly two decades by developing electric vehicles, energy products, and humanoid robots. As artificial intelligence technology's influence continues to grow, the "next chapter" of Tesla Motors' story will be "creating products and services that integrate AI into the real world," which will create a "sustainable and abundant future."
Regarding how to implement Master Plan 4.0, Musk stated on social media that autonomous driving and the Optimus robot will be the company's most important priorities, and approximately 80% of Tesla Motors' future value will come from the Optimus robot.
Tesla Motors' release of Master Plan 4.0 carries strategic pivotal significance. The company's three previous master plans released in 2006, 2016, and 2023 were all related to electric vehicles and energy. Analysts point out that the release of Master Plan 4.0 marks Tesla Motors' development focus shifting comprehensively from electric vehicles and energy to artificial intelligence and robotics, committed to achieving greater growth through autonomous driving, humanoid robots, and other technologies.
Musk himself recently admitted that Tesla Motors has not yet executed Master Plan 2.0 released in 2016, which proposed bringing electric semi-trucks and electric buses to market, developing autonomous driving capabilities, and launching autonomous ride-hailing services. Musk also criticized Tesla Motors' Master Plan 3.0 released in 2023, calling it "so complex that almost no one could understand it."
Nevertheless, Tesla Motors did fulfill Musk's promise of being "more concise" – the latest master plan is under 1,000 words – but equally lacks detail. Musk has also been vague about progress in commercializing the Optimus robot. In January this year, he stated that his "very rough guess" was that Tesla Motors might be ready to deliver Optimus robots to other companies in the second half of 2026.
However, while Tesla Motors shifts its development focus comprehensively from electric vehicles and energy to artificial intelligence and robotics, the reality the company faces is that its electric vehicle sales have been declining consecutively in multiple markets. Data from China Passenger Car Association shows Tesla Motors China's wholesale sales in August were 83,192 units, up 22.6% month-over-month but down 4% year-over-year, as competitors launched lower-priced models, intensifying market competition.
In the United States, data also shows that in the second quarter of this year, Tesla Motors' electric vehicle registrations in California fell 21.1%, marking the seventh consecutive quarter of decline. As the nation's largest electric vehicle market, California accounted for over 30% of nationwide zero-emission vehicle registrations last year, making it crucial for Tesla Motors' sales performance in the United States. According to calculations, California accounts for nearly one-third of Tesla Motors' U.S. sales.
Additionally, Tesla Motors' weak sales performance in some European markets has continued for the eighth month. Data released Monday by Swedish automotive industry data agency Mobility Sweden showed Tesla Motors' vehicle registrations in Sweden plummeted 84% year-over-year in August, falling from 1,348 units in the same period last year to 210 units. French data released Monday showed the number of newly registered Tesla Motors vehicles in August fell 47.3% compared to the same period in 2024, while France's overall automotive market grew nearly 2.2% during the same period.