A significant development has emerged from Rivian Automotive Inc., as the company announces the creation of a separate entity focused on small electric vehicles (EVs) for short-distance travel. The newly established micromobility company, named Also, is being funded with $105 million through contributions from Rivian and venture capital firm Eclipse. This subsidiary will aim to address the current market gap for plug-in EVs that are smaller than conventional cars, offering personalized experiences akin to those provided by Rivian's larger offerings.
Also's formation stems from an internal Rivian project that has been ongoing for several years. Reports earlier in 2023 indicated Rivian's interest in developing electric bikes, supported by patents for bicycle components and designs. Under the leadership of Chris Yu, a former Rivian executive now serving as Also's president, the company plans to introduce a flagship consumer product this autumn. Deliveries in the United States are scheduled to commence in 2026, followed by an expansion into European markets later that year.
The technology platform developed by Also will cater not only to e-bikes but also to three- and four-wheel vehicles such as neighborhood EVs and micro cars. According to Yu, these products will be designed to meet both consumer and commercial needs, particularly in regions like Asia and South America. Initially employing around 70 staff members based primarily in Palo Alto, the company intends to expand its workforce, especially in customer support roles, as it approaches its launch phase.
Yu highlighted the existence of various U.S. communities tailored for micromobility options, such as golf carts. To encourage adoption, he emphasized the necessity of providing more attractive pricing solutions and enhancing brand personalization. He anticipates that Also's product range will appeal to a broad spectrum of potential buyers, thanks to strategic partnerships with Rivian that streamline supply chains and potentially enable parts sharing in the future.
Beyond mere vehicle production, Also aims to establish a robust brand identity centered on reliability and innovation. By leveraging Rivian's technological principles, the company seeks to deliver diverse solutions that resonate with customers regardless of their specific requirements. Through this venture, Rivian underscores its commitment to advancing sustainable transportation across multiple scales and contexts.
In a significant move reflecting escalating tensions, Canada has excluded Tesla vehicles from its nationwide electric vehicle rebate program. This decision stems from dissatisfaction with what Canadian officials term as “unjustified U.S. tariffs.” The action marks an intensification of the ongoing dispute between Canadian authorities and Tesla, led by Elon Musk, who is closely aligned with former President Trump. Previously, regional bans were already in place, such as British Columbia’s exclusion of Tesla cars from provincial incentives to favor domestic goods. Now, this policy has been adopted nationally, signaling further strain in relations between Canada and the Trump administration.
Tesla Faces Nationwide Restrictions in Canada Following Tariff Dispute
On a crisp autumn day, Transport Minister Chrystia Freeland announced that Tesla would no longer qualify for any of Canada's electric vehicle rebate programs. This decision was made in response to tariffs imposed by the United States on Canadian goods, which Freeland described as "illegitimate." As part of the new policy, pending payments to Tesla owners have been paused while individual claims are reviewed. Freeland emphasized that no funds will be disbursed until all claims are validated.
The directive extends to future "Incentives for Zero-Emission Vehicles" initiatives managed by Transport Canada. Beyond governmental actions, public sentiment against Tesla has also grown, fueled partly by resentment over Musk's association with Trump. In recent weeks, protests at Tesla dealerships have occurred across Canada. Notably, over 80 vehicles were vandalized at an Ontario dealership last weekend, with tires slashed and bodywork damaged. Activists in Montreal even defaced a showroom with paint before staging a sit-in outside the facility.
British Columbia Premier David Eby expressed his region's rationale, stating the exclusion targets Tesla specifically due to Elon Musk's influence. Meanwhile, Musk defended his company during a media appearance, dismissing criticisms as irrational.
Potential Implications of the Ban on Tesla and Future Trade Relations
This development underscores the broader implications of trade policies on corporate operations and consumer choices. By excluding Tesla from national incentives, Canada sends a strong message about its stance on international trade practices. It also highlights how political affiliations can impact business environments globally. With new U.S. tariffs set to take effect soon, these events may significantly influence upcoming elections in Canada, where public opinion on trade issues could shape future government decisions. For businesses like Tesla, navigating such geopolitical landscapes becomes increasingly complex, emphasizing the need for adaptable strategies amidst shifting alliances and regulations.
In 2025, Tesla is grappling with a series of setbacks that have affected its market position and reputation. The electric vehicle giant is experiencing its worst stock performance to date, compounded by a mass recall of the Cybertruck and an upcoming protest day on March 29 called "TeslaTakedown." Reports indicate a surge in trade-ins of Tesla models from 2017 onward, reaching record levels, while buyer interest for new vehicles has significantly dropped. These challenges are intertwined with political affiliations and operational difficulties faced by CEO Elon Musk across his various ventures.
Challenges Across Multiple Fronts
Amidst a challenging period, Tesla's troubles extend beyond financial markets into consumer preferences and public perception. In the golden hues of autumn, Reuters revealed that Tesla trade-ins had surged dramatically, accounting for 1.4% of all vehicles exchanged by mid-March. Simultaneously, data from Edmunds showed a decline in buyer consideration for new Tesla models, dropping from 3.3% in November 2024 to just 1.8% in February. This trend reflects broader dissatisfaction among customers, potentially exacerbated by Elon Musk's association with controversial governmental initiatives.
Further compounding these issues, Musk admitted on Fox Business to struggling with managing his diverse business portfolio, which includes SpaceX, Neuralink, and other ventures. Historically, Edmunds reports highlight that even before recent political tensions, a significant percentage of Tesla owners opted for gasoline-powered vehicles when trading in their cars. With legacy automakers now offering competitive autonomous driving systems and fast-charging capabilities, Tesla's once-unique advantages are fading.
From a journalistic perspective, this scenario raises critical questions about the future of electric vehicles and corporate leadership. Tesla's struggles underscore the importance of maintaining customer loyalty and adapting to changing market dynamics. As competitors catch up technologically and politically, Tesla must innovate not only in product design but also in addressing consumer concerns and enhancing brand trustworthiness. This period could serve as a pivotal moment for the company to reassess its strategies and redefine its market presence.