Tesla has elevated Joe Ward, its head of operations for Europe, to oversee sales on a global basis, according to people familiar with the matter. The appointment follows the departure of Raj Jegannathan, the executive who had been responsible for sales in North America, and represents the latest senior-level change among the automaker’s roster of executives over recent years.
Ward's tenure with the company began in 2010 when he joined as a logistics intern. He progressed through multiple roles and was named vice president for the EMEA region in 2022, as shown on his LinkedIn profile. The promotion places Ward at the center of Tesla’s efforts to manage and grow vehicle demand around the world.
Tesla did not immediately respond to a request for comment. The move comes amid what the company describes as intensifying market dynamics: competition from lower-priced electric vehicles produced by Chinese manufacturers and established automakers, and reputational challenges linked to the CEO's right-wing political stance.
Those pressures have helped drive a downturn in deliveries: the company recorded a second consecutive annual decline in vehicle deliveries last month. Management has turned to incentive programs to stimulate demand, but the results have not reversed the recent downward trend in shipments.
At the same time, Tesla is reallocating resources and strategic attention toward advanced technology projects. Leadership is prioritizing development of its full self-driving system, work on robotaxis, and the continued pursuit of humanoid robotics. Company statements and disclosures indicate a broader ambition to evolve beyond being primarily a carmaker, even as the traditional electric-vehicle business continues to account for the bulk of the company's revenue.
The personnel change in the sales organization comes as the company balances near-term commercial challenges with longer-term technology bets. Observers will be watching how the new global sales leadership navigates competitive pricing pressures, shifting consumer demand, and the company's simultaneous pivot into autonomous systems and robotics.
Summary
Joe Ward, promoted from Tesla's Europe leadership, will oversee global sales after the exit of the North American sales chief. The appointment arrives amid competitive and reputational pressures, a second straight annual drop in deliveries, and Tesla's strategic shift toward autonomous driving and robotics while its EV business remains the main revenue driver.