Tesla’s novel production ideas could soon lead the company to put even more pressure on legacy automakers. Musk said earlier this year that Tesla plans to build a new, smaller vehicle that can be made for half the production cost of its most popular (and cheapest) vehicle, the Model 3.
Musk says a lot of things, and many don’t come to pass. (The world is still waiting for the 1 million Tesla robotaxis promised by the end of 2020.) But Tesla has been disruptive enough to leave legacy automakers, including Detroit’s Big Three, “in a quest for capital,” says Marick Masters, who studies labor and workplace issues at Wayne State University's School of Business. Detroit’s automakers have made good money in the past decade—some $250 billion in profits—but also paid a significant chunk of it out in dividends. Pressure from Tesla and the EV transition it catalyzed has left them feeling as if they need every penny they can corral to keep afloat as the industry changes.
“They have little money to concede for union demands,” says Masters. The UAW’s wants include significantly higher wages, especially for workers who have joined the companies since their Great Recession and bankruptcy-era reorganizations, which left some with less pay and reduced pension and health benefits.
So far, the UAW has shown little patience for the idea that the automakers it is pressuring are cash-strapped and under competitive pressure. “Competition is a code word for race to the bottom, and I'm not concerned about Elon Musk building more rocket ships so he can fly into outer space and stuff,” UAW president Fain told CNBC last week when asked about pressure from Tesla. He has argued that production workers should receive the same pay raise received by auto executives over recent years.
When automakers have taken the opposite tack, insisting that they’re well capitalized and making plans to put them ahead of the electric car maker—well, that set up conditions for this strike too. The three American automakers are forecasted to make $32 billion in profits this year, a slight dip from last year’s 10-year high. “The more they toot their own horns about profitability, the more the union looks at them and says, ‘We want our rightful share,’” says Masters.
Tesla did not respond to a request for comment, but Musk has, in typical fashion, chimed in. He posted on X last week to compare working conditions at his companies with the competition, apparently seeking to turn the dispute he helped foment into a recruiting pitch. “Tesla and SpaceX factories have a great vibe. We encourage playing music and having some fun,” he wrote. “We pay more than the UAW btw, but performance expectations are also higher.” A UAW attempt to organize Tesla workers in 2017 and 2018, as the company struggled to produce its Model 3, failed. The National Labor Board ruled that Tesla violated labor laws during the organizing drive; the carmaker has appealed the decision.
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