Investor Urges Tesla to Sell EV Business to Rivian

Ross Gerber says Tesla's brand value has declined due to Musk's shift to autonomy and robotics.

Published on Feb. 18, 2026

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Investor Ross Gerber, co-founder of Gerber Kawasaki, believes Tesla's brand value has deteriorated significantly as CEO Elon Musk pivots the company away from its electric vehicle (EV) business to focus on autonomy and robotics. Gerber suggests Tesla should sell its EV business to Rivian, which he sees as leading the way for EVs in the U.S. with its upcoming R2 Crossover SUV.

Why it matters

Tesla's brand image has been a key driver of its success, but concerns have been raised about the impact of Musk's political ventures and shift in focus. This could have implications for Tesla's EV sales and market position, making Gerber's proposal to sell the EV business to Rivian a potentially strategic move.

The details

Gerber shared on social media that the "value of Tesla's brand has been reduced to a negative" due to Musk's pivot away from EVs. Meanwhile, Gerber has previously expressed excitement for Rivian and its upcoming R2 Crossover SUV, which is expected to be priced around $45,000. Rivian's R2 has also been spotted undergoing cold-weather testing in Fairbanks, Alaska, including charging at a Tesla Supercharger station.

  • On Monday, Gerber shared his views on the decline of Tesla's brand value.
  • Rivian is set to announce pricing for the R2 Crossover SUV on March 12.
  • Tesla's Cybercab is scheduled to begin production in April.

The players

Ross Gerber

Co-founder of Gerber Kawasaki and an investor who believes Tesla should sell its EV business to Rivian.

Elon Musk

CEO of Tesla, who has shifted the company's focus from electric vehicles to autonomy and robotics, according to Gerber.

Rivian

An American electric vehicle manufacturer that Gerber sees as leading the way for EVs in the U.S. with its upcoming R2 Crossover SUV.

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What they’re saying

“Unfortunately the value of Tesla's brand has been reduced to a negative.”

— Ross Gerber, Co-founder, Gerber Kawasaki (X)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.