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Tesla’s U.S. EV Market Share Falls Below 40% for First Time Since 2017

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Tesla’s U.S. market share dropped to 38% in August, its lowest level since 2017, as rivals gained ground with aggressive incentives and fresh EV lineups, according to exclusive data from Cox Automotive shared with Reuters. The milestone marks the first time Tesla has fallen below the 40% threshold since it was ramping production of the Model 3 eight years ago.

Tesla once commanded more than 80% of the U.S. EV market, but legacy automakers like Hyundai, Kia, Toyota, Honda, and Volkswagen are surging with competitive offerings, boosted by discounts, lease deals, and federal tax credit urgency. In July, rival EV sales climbed between 60% and 120%, while Volkswagen’s ID.4 deliveries jumped over 450% month-over-month.

By contrast, Tesla’s sales grew just 3.1% in August, well below the market’s 14% growth. Even with sales rising 7% in July, Tesla’s share fell sharply to 42% from 48.7% in June—the steepest drop since 2021.

Analysts warn the decline reflects Tesla’s aging lineup and its pivot away from new mass-market EVs toward robotaxis and humanoid robots. Its last major launch, the Cybertruck (2023), failed to replicate the blockbuster success of the Model 3 or Model Y. A refresh of the Model Y also fell flat with buyers.

Cox’s director of industry insights Stephanie Valdez Streaty put it bluntly: “When you’re a car company, when you don’t have new products, your share will start to decline.”

Tesla’s shrinking share comes as its board is asking investors to approve a $1 trillion pay package for Elon Musk, contingent on Tesla reaching a $8.5 trillion valuation. Meanwhile, Musk’s political entanglements with and later break from Donald Trump have added to brand challenges.

With EV tax credits set to expire at the end of September, Tesla faces a dilemma: cut prices further to chase volume and risk margins, or hold prices and cede market share. Investors and competitors alike will be watching closely as the U.S. EV market enters a decisive phase.

Honda-backed Helm.ai Unveils Vision System for Self-Driving Cars

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Helm.ai, a California-based startup backed by Honda Motor, introduced its new camera-based urban environment interpretation system called Helm.ai Vision. The company is negotiating with multiple automakers to integrate its self-driving technology into mass-market vehicles.

Helm.ai is collaborating with Honda to embed the system in the upcoming 2026 Honda Zero series of electric vehicles, which will enable hands-free driving and allow drivers to take their eyes off the road.

CEO and founder Vladislav Voroninski told Reuters that the company’s business model centers on licensing this software, including foundation model software, to automakers. Helm.ai’s vision-focused system aligns with Tesla’s approach, relying on cameras rather than sensors like lidar or radar, which can add significant costs.

Voroninski acknowledged Helm.ai’s foundation models can work with other sensors but emphasized that the primary offering remains vision-centric. Industry experts, however, highlight that supplementary sensors such as lidar and radar are vital for safety, especially under poor visibility conditions.

In contrast, robotaxi companies like Alphabet’s Waymo and May Mobility use a sensor fusion approach combining radar, lidar, and cameras to ensure comprehensive environment perception.

Helm.ai has raised $102 million to date, with investors including Goodyear Ventures, Korean auto parts maker Sungwoo HiTech, and Amplo.

The Helm.ai Vision system merges inputs from multiple cameras to create a bird’s-eye view map that enhances vehicle planning and control. It is optimized for hardware platforms from Nvidia, Qualcomm, and others, facilitating automakers’ integration of Helm.ai Vision into existing vehicle systems.

Sony and Suntory Stockpile Inventory as Japan Faces Potential U.S. Tariff Threat

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Japanese companies Sony and Suntory are taking proactive steps to safeguard against potential tariffs imposed by the U.S., building up stockpiles of products in the country. These moves come as President Donald Trump has hinted at further tariffs, specifically targeting Japan, after imposing new trade barriers on Mexico and China—key low-cost production hubs for Japanese industries such as automotive manufacturing.

The ongoing uncertainty regarding U.S. trade policies is exacerbated by Japan’s heavy reliance on exports, particularly to the United States, which has become increasingly vulnerable to tariff measures. The latest potential threat for Japan Inc. has already prompted some companies to adjust production strategies. For instance, Honda has moved some of its production to the U.S., and Japan Display, a major supplier of LCD screens to the automotive sector, is also considering shifting some of its production to the U.S.

Sony, a key player in the electronics and gaming industries, confirmed that it has been preparing for tariffs by stockpiling inventory in the U.S. A similar strategy has been employed by Suntory, a global drinks maker, which shipped tequila from its Mexican brands to the U.S. to avoid tariffs. Suntory is also looking at shifting its sales strategy by selling more American whiskey in the U.S.

Other companies, such as Alps Alpine and Murata Manufacturing, are adjusting their supply chains to avoid the impact of tariffs, with Alps considering moving production back to Japan, while Murata is diversifying its production across China, Japan, and Thailand.

The trade uncertainty has spurred over 300 Japanese companies to consider entering the U.S. market, reflecting growing concerns about tariffs and the shifting trade environment. According to a survey by Japan’s export-promotion agency, many companies are planning to set up U.S. operations to insulate themselves from escalating trade tensions.