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Sun and wind could power Tesla Gigafactory for EV batteries in Nevada

Next week is Tesla Gigafactory week. The California automaker has a major announcement planned, and it's all about its intention to build a battery factory so large, the company is pulling out the giga prefix. At some point in the next seven days, we expect to hear where Tesla will build the plant, who it will partner with, how it will pay for it and lots of other details. The production volume is expected to be at least 30 gigawatt-hours-worth per year. The Gigafactory will take in the raw materials for lithium batteries and put out finished packs, not only for the electric vehicles made by Tesla and its automotive customers, but also for massive amounts of renewable energy storage – that's a niche the company plans to begin to occupy sometime early next year with residential-sized products. The production volume is expected to be at least 30 gigawatt-hours-worth per year. That's more storage than all the lithium battery factories in the world combined produce now. Color us impressed. Now, you might be thinking, "Is it really necessary to go that big at this point in time?" In a word: yes. Tesla CEO Elon Musk has said its upcoming, more-affordable vehicle – widely expected to be called the Model E – will wear a $35,000 price tag and boast a battery big enough to take it 200 miles on a charge. To achieve this, the cost of the cells needs to come down dramatically, and so it's no coincidence that the time frame for the new facility will parallel that of this car. According to Musk, the benefits from the economies of scale will see a cost drop between 30 and 40 percent. Of course, historically high prices are one of the main reasons why battery storage has not been widely used in the renewable energy sector, so this development could help drive more demand for cleaner, affordable energy, which, in turn, will drive demand for more storage. That's the kind of vicious cycle we like to see. Musk said the Gigafactory will be "heavily powered" by wind and solar energy. Speaking of renewables, that is where the Gigafactory will get much of its needed energy. During the call with financial analysts that accompanied the release of its 2013 fourth quarter earnings report, Musk mentioned that the new plant will be "heavily powered" by wind and solar energy, and will also use older Tesla packs for storage. These will help deflect the traditional arguments against wind and solar, that the sun doesn't shine at night and the wind doesn't always blow.

Tesla loses top communicator Simon Sproule to Aston Martin

Looking for a new job? Have experience working in a frenetic environment, promoting cutting-edge mobility products for a demanding boss determined to change the way we travel on this planet, as well as how we trek to others? We hear Tesla Motors just might have an opening for such a person. Again. Simon Sproule, the electric automaker's vice-president of communications and marketing is vacating his cubicle after a mere six months in order to become the chief marketing officer (CMO) over at Aston Martin. That position had gone begging for a year until this appointment. Once he's settled into his new digs, Sproule will again be breaking rock with former Nissan associate Andy Palmer who himself recently took the top spot at the British luxury marque. The move comes at what seems like an inopportune time for Tesla. It has a big D product announcement – suspected to be an all-wheel-drive update of the Model S – scheduled just two days from now and the reveal of its "mass market" Model ? early next year. The company declined our offer to comment on the situation. Aston Martin, on the other hand, should be happy to finally have someone at the marketing helm, what with the recent dropping of the veil from its Lagonda sedan and what's likely to be a bevy of new product built on its forthcoming platform. News Source: PR WeekImage Credit: Haruyoshi Yamaguchi / Bloomberg via Getty Images Green Marketing/Advertising Aston Martin Tesla simon sproule

For Tesla, the energy-storage company, the magic is in batteries

Tesla Motors Chief Elon Musk has always been a big-picture guy, and the company's chief technology officer appears to be following suit. JB Straubel, who was a keynote speaker at the Joint Venture Silicon Valley symposium near the automaker's Northern California home base recently, says the company is just as much an energy-storage company as a car maker. And he said the rate of battery-technology improvement shows no signs of slowing down, according to Green Tech Media. Straubel estimated that battery performance has improved about 40 percent during the five years between the debuts of the Tesla Roadster and the Model S. Additionally, battery density has doubled during the past decade and continues to ramp up fairly steeply. He noted that further near-term improvements will come not from the size and shape of the cell, but from improved cathode and anode materials. Those energy improvements won't just help the cars. Tesla uses a two-megawatt-hour battery pack to supply as much as 10 percent of the peak energy used at the company's factory in Fremont, CA, and will double the size of that battery-powered energy capacity within the next few months, Straubel says. Automakers like Tesla and Nissan are licking their proverbial chops at the prospect of substantially improved battery performance paired with declining battery costs as more and more lithium-ion battery packs get produced. Late last year, Navigant Research estimated that lithium-ion battery costs would fall by almost two-thirds by 2020, down to a low $180 per kilowatt hour. That should make electrified powertrains price-competitive with conventional vehicles, as electric vehicles could then command a price premium as low as $2,000 compared to their gas-powered brethren.