Tesla is gearing up to start selling its upcoming Tesla Semi electric truck in Europe with a new hire to develop the market.
Tesla Semi is finally about to go into volume production in the US after being unveiled almost a decade ago.
The vehicle was unveiled in 2017 and was initially scheduled to enter production in 2019; however, the automaker delayed the program on several occasions.
Tesla unveiled a “production version” in 2022, but it was only produced in small batches. The Class 8 electric truck remains a rare sight in the US, with only a few dozen units in the hands of a handful of customers and a few more in Tesla’s internal fleet.
In January 2023, Tesla announced an expansion of Gigafactory Nevada to build the Tesla Semi in volume.
However, that plan was also changed and delayed. Tesla ultimately built a separate factory adjacent to Gigafactory Nevada, and production was delayed until 2025.
Earlier this year, Tesla completed the building and started working on the production line. The automaker said that Tesla Semi production was expected to begin in late 2025 and ramp up to a capacity of 50,000 trucks per year.
Now, we learn that Tesla is starting to build an organization to sell the Tesla Semi in Europe.
Electrek found that Tesla hired a new leader to head business development for Tesla Semi in Europe.
Usuf Schermo announced on his LinkedIn last week that he joined Tesla as “Head of Business Development EMEA for Tesla Semi.”
Schermo, who holds a master in economic engineering, energy and resources management from TU Berlin, has some experience with commercial electric vehicles.
He was the head of sales in Germany for Volta Trucks from 2022 to 2024. The company made the Volta One, a 16-tonne electric truck aimed at city deliveries.
Volta went bankrupt in 2023, but it got back in business with a restructuring in 2024, which didn’t last long as they were insolvent as of last month.
For the last year, Schermo has been leading sales for EVUM aCar, a German startup building a small commercial vehicle.
Now, he will develop the market for Tesla’s class 8 electric truck.
The European electric commercial truck market is much developed in the US with already some significant competition from Volvo with the Volvo FH Electric, Mercedes-Benz with the eActros 600, MAN with the eTGX, and several others.
The market is still young, but Volvo is already emerging as a leader with an estimated more than 3,000 electric trucks in operations in Europe.
With production only starting in the US toward the end of the year, Tesla is not likely to have a homologated version of the Tesla Semi in Europe until later in 2026.
Tesla has already announced plans to build the Tesla Semi in Europe at Gigafactory Berlin.
The automaker currently only produces the Model Y at the German factory and its sales are crashing across Europe.
Electrek’s Take
I keep saying to Tesla fans that hate me: I track both Tesla hires and departures. I try to report on both, but the former are much more scarce than the latter these days.
This is one of the few significant hires of the last years at Tesla and say “significant” because it shows Tesla is preparing to sell the Tesla Semi in Europe because this is clearly not an executive level role.
Over the last year and since the great purge of talent in April 2024, Tesla has almost been exclusive promoting from within at higher director and VP levels rather than hire from outside.
As for the Tesla Semi in Europe, it could work. Like I said, there’s already a lot of competition, but Tesla Semi is expected to have a longer range than everything else, which should attract buyers.
However, as we recently reported, it is expected to be much more expensive than what Tesla previously announced.
It could particularly useful for Gigafactory Berlin, which is at a real risk right now with Tesla’s sales crashing in Europe. Producing a new vehicle program there, and a commercial one that rely less on consumer perception, could help increase factory utilization.
