Ross Gerber urges Elon Musk to “consider selling EVs again” as Tesla shares slide, framing the call as a focus on core demand

Tesla CEO Elon Musk is facing renewed pressure from an outside investor to refocus on selling electric vehicles, according to a market commentary published by Yahoo Finance on June 28.

The proposal was attributed to Ross Gerber, co-founder of investment firm Gerber Kawasaki. In the piece, Gerber urged Musk to “consider selling EVs again,” tying the recommendation to what the article characterizes as a decline in Tesla shares and a “mobility rollback.”

Gerber’s central point, as described in the report, is that Tesla’s strategy should be anchored more directly in the ongoing commercialization of its EV products rather than in other initiatives that do not immediately translate into higher vehicle deliveries. The commentary frames the call as a response to investor concern that Tesla’s near-term trajectory is not matching the market’s expectations.

The Yahoo Finance report also positions Gerber’s message as part of a broader debate about how investors should evaluate Tesla’s priorities, including how much weight to place on new platforms and future concepts versus the durability of current demand for vehicles on the road today.

For Tesla, the distinction matters because its market value is heavily influenced by expectations for both unit growth and longer-term margin durability. When the stock falls, outside investors often push for visible, near-term actions that can clarify the company’s path to revenue growth, rather than relying only on longer-dated promises.

Tesla has not, in the Yahoo Finance item described here, laid out any new public plan that directly answers Gerber’s specific “sell EVs again” recommendation. The report does not appear to provide new detail about product pricing changes, delivery targets, or revised guidance, focusing instead on an investor’s view of what Musk should do next.

Still, the article’s reference to a “mobility rollback” indicates that the debate is connected to shifts Tesla has discussed or implemented in how it approaches transportation-oriented initiatives. Without additional detail in the Yahoo Finance piece itself, it is unclear which exact changes Gerber is pointing to, or whether he is specifically criticizing a corporate reallocation of effort, a slowdown in a particular program, or weaker-than-expected consumer uptake.

What to watch next is whether Tesla’s next earnings materials, vehicle delivery updates, or leadership communications address the balance between immediate vehicle sales and future mobility initiatives. Investors will likely look for indicators such as pricing, marketing emphasis, and any measurable change in delivery momentum that would either align with or rebut the “sell EVs again” prescription.