This Week in Startups - E1090: Nikola Founder Trevor Milton on competing with Tesla, hydrogen over battery, going public as a pre-revenue company & more
Here's a summary of the conversation between Jason Calacanis and Trevor Milton, Founder and Executive Chairman of Nikola Motors:
**Nikola's Vision and Business Model:**
Trevor Milton explains that Nikola is more than just a truck manufacturer; it's a technology infrastructure play centered on zero-emission semi-trucks and hydrogen infrastructure. Their business model aims to shift the financial benefit from oil companies to Nikola. Unlike traditional diesel trucks where the fuel cost far exceeds the truck's price, Nikola offers a comprehensive package where customers pay per mile, covering the truck, service, warranty, maintenance, and hydrogen fuel.
**Going Public and WeWork's Influence:**
Milton was inspired to take Nikola public due to the WeWork debacle, which highlighted the dangers of opaque private companies. He believed going public would provide transparency, build investor confidence, and prevent internal shenanigans. By going public, Nikola exposed its financials, contracts, and related party transactions to scrutiny. This decision aimed to instill trust and accountability in the company's operations. He relinquished the CEO role to Mark Russell to ensure a more balanced decision-making process.
**Hydrogen vs. Batteries:**
Nikola uniquely offers both battery and hydrogen-powered trucks, targeting different markets. Battery-electric trucks are suitable for shorter ranges (up to 300 miles) where battery weight isn't a significant factor. For long-haul, weight-sensitive freight, hydrogen becomes advantageous. The weight of batteries reduces the amount of cargo a truck can carry, affecting revenue. Nikola dramatically reduced the cost of hydrogen from $16 to $3 per kilogram by standardizing hydrogen stations, making hydrogen a viable and cost-effective fuel alternative.
**Market Strategy and Competition:**
Nikola focuses on pre-selling routes, deploying hydrogen stations only where they are guaranteed to be used, unlike competitors who build on speculation. This approach ensures revenue generation and de-risks their infrastructure investment. They secured an $800 million order with Anheuser-Busch, demonstrating the viability of their model. When they sell a truck, the company can generate nearly a quarter-million in profit, much more than Peterbilt or other competitors.
While Nikola aims to compete with Tesla, especially with battery-powered trucks, both companies target a large and expanding market, each with its own customer base.
**Partnerships and Technology:**
Instead of building everything in-house, Nikola embraces an OEM (Original Equipment Manufacturer) approach, partnering with industry leaders like IVECO. IVECO brings its chassis expertise, while Nikola provides its advanced powertrain technology. This strategy allows Nikola to focus on its core competencies and avoids the challenges of vertical integration. Nikola engineers focus on specialized technologies like software, hardware, inverters, e-axles, and battery management. By using third-party suppliers, the company is able to produce a massive amount of vehicles.
**The Badger Pickup Truck:**
Nikola will be releasing the Badger pickup truck with both a battery and hydrogen versions, they can choose whether they want which one. A major market the hydrogen truck will target are those who need to haul for long distances.
**Challenges and Future Plans:**
To convince the naysayers, Nikola must announce its OEM partnership for the Badger, deliver battery electric semi-trucks to the market and validate them in the market, and unveil a working prototype. This will prove that the company is delivering. With the three term sheets for an OEM partnership, this will prove that the company is delivering.