Tesla's stock has experienced a notable decline this year, with shares falling over 11% in 2026. This downturn comes despite continuous positive developments in the company's autonomous driving systems. In response to this performance, investor Gary Black of Future Fund LLC has outlined several potential courses of action for the electric vehicle giant. These recommendations aim to bolster investor confidence and reverse the current trend, focusing on product strategy, market perception, and leadership commitment.
Black's analysis, shared on the social media platform X, highlights that Tesla's stock is underperforming compared to the Nasdaq 100, which itself saw a 2% dip while Tesla's value decreased by 12%. He attributes part of this underperformance to skepticism surrounding Tesla's unsupervised self-driving capabilities. To counteract this, he suggests a bold move: removing safety monitors from robotaxis. This, he believes, would demonstrate full confidence in their advanced self-driving technology and address lingering doubts among investors and the public.
Another significant proposal from Black involves Tesla's product line, specifically addressing the Cybertruck. He advocates for the introduction of a new, more conventionally designed pickup truck. Black argues that even capturing a mere 10% of the vast pickup truck market could substantially boost Tesla's earnings, potentially adding $1.20 per share in earnings before any cannibalization of Model Y sales. Such a move, he calculates, could increase 2027 earnings by 40%, translating to an incremental $170 per share in valuation based on a 140x 2027 P/E ratio.
Beyond product and technological adjustments, Black emphasizes the importance of leadership. He suggests that Tesla CEO Elon Musk should personally acquire more shares in the company. According to Black, a CEO investing their own capital sends a powerful message of confidence and commitment, which could significantly influence market perception and investor sentiment. This act would publicly affirm Musk's belief in Tesla's future prospects and align his financial interests even more closely with those of other shareholders.
Furthermore, Black points out that the narrative suggesting only Tesla can achieve generalized unsupervised autonomy is no longer holding true. Competitors such as Alphabet Inc.'s Waymo and Baidu Inc.'s Apollo Go have made considerable strides in the autonomous vehicle sector. Nvidia Corp.'s new Alpamayo technology is also democratizing unsupervised autonomy, enabling other original equipment manufacturers to scale their autonomous pursuits. This evolving competitive landscape necessitates a clear, compelling brand awareness campaign from Tesla.
Finally, to help the automaker regain its footing, Black advises a comprehensive brand awareness campaign. He stresses the need for Tesla to effectively communicate to consumers that it possesses the premier autonomous driving product available. This recommendation aligns with his previous comments on Tesla's marketing strategies, particularly concerning the low adoption rate of its Full Self-Driving (FSD) feature. A robust marketing effort could educate the public, enhance Tesla's brand image, and ultimately drive greater demand for its products and technologies.
In summary, the investor's insights highlight that despite its innovative strides in self-driving technology, Tesla faces challenges in stock performance. The path to recovery, as suggested, involves strategic product diversification with a more traditional pickup truck, a bold statement on autonomous driving safety, increased personal investment from its CEO, and an invigorated marketing campaign to firmly establish its leadership in the autonomous vehicle market against a backdrop of growing competition.