Elon Musk is still the chief executive of Tesla — just don’t call him that.
The electric car pioneer announced on Monday that Musk has changed his title to “technoking”, but would maintain the position of chief executive.
The latest upending of convention by Tesla came as it separately announced that Jerome Guillen, the head of its automotive unit, had moved to run the group’s nascent truck business.
While Musk’s new title will attract attention, the change of role for Guillen is significant. He was installed as head of Tesla’s automotive business in 2018 when the carmaker was mired in “production hell” trying to manufacture its Model 3 at high volumes.
His move to run Tesla’s fledging trucks programme comes as the group prepares to begin deliveries of its first battery lorry this year.
“As Tesla prepares to enter the critical heavy trucks market for the first time, Mr Guillen will now leverage his extensive background in this industry to focus on and lead all aspects of the Tesla Semi program, including the related charging and servicing networks” Tesla said in a statement.
The company unveiled the “Semi” fully electric class 8 truck in 2017, complete with unconventional features for such a vehicle including a central seating position, and an angular front to allow for faster acceleration.
Over the weekend, Tesla, which has been taking deposits for several years for the trucks but has yet to begin making the vehicle, teased a clip of its truck driving around a racetrack.
Guillen’s departure from the auto division follows the company’s extension of its line-up to include the Model Y sport utility vehicle, and the opening of its plant in China and development of a facility in Germany.
In the separate but simultaneous announcement on Musk’s title, Tesla also said that chief financial officer Zach Kirkhorn’s title had changed to “master of coin”. Tesla said Kirkhorn would maintain his position as CFO.
The new titles come weeks after Tesla disclosed a $1.5bn holding in bitcoin, which pointed to Musk’s longstanding support of cryptocurrencies.
He has championed distributed digital payments from his own Twitter account, heaped praise on dogecoin, another cryptocurrency, and offered to take payment in bitcoin from Tesla customers.
The newfangled titles are the latest example of Tesla’s unconventional approach to corporate governance, which previously saw Musk settle charges with the US Securities and Exchange Commission over a tweet to take the company private. Musk previously told the 60 Minutes television programme that he did not respect the SEC.
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2021-03-15 11:23:43Z
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