Tesla CEO Elon Musk said the company's future will focus on robots, with the Optimus humanoid project central to its value. Introduced in 2021, Optimus is still in development and years from revenue, yet Elon says it could represent 80% of Tesla's value.

The announcement follows the release of Tesla's latest master plan, which is shorter and less detailed than previous versions. Earlier plans focused on electric vehicles and autonomous platforms, many of which remain unfulfilled.

Musk estimates that Optimus could be delivered to outside companies in the second half of 2026, though prototypes are still in early stages.

Tesla's traditional electric vehicle business is under pressure. Global deliveries fell 13% in the first half of 2025, with European sales dropping sharply- France down 47% and Sweden 84% in August, while Norway remains a strong market with a 22% sales increase.

Competition from Chinese EV makers, ageing vehicle models, and Musk's controversial statements have all contributed to the decline.

Despite the challenges in Europe, Optimus and AI-focused initiatives form the centrepiece of Tesla's future narrative. Analysts suggest the robot project may serve as a long-term growth plan and a strategic shift to distract from falling vehicle sales in key markets.