That's easy. Use the money you earn selling things that are profitable to fund money-losing "investments" and then stop selling the things that pay for those "investments –  until you run out of money.

At which point the wheels come off and that's the end of the ride.

Ram truck's CEO Mike Koval, Jr. didn't quite say it that way the other day – at the press reveal for the device styled the 2024 REV, the battery-powered version of the Ram pick-up that will supposedly replace it.

"The cost of electrification is expensive, so for sure we need to make sure we protect the profitability of our current in-market business" – the reference here is to vehicles like the Ram pick-up that earn money for the company  – "to help fund the transition to electrification."

Italics added. And there you have it. A kind of loopy preemptive funeral oration for a viable business that isn't dead yet but will be, soon.

"We're here to celebrate and talk about" the REV, Koval said. "But it's expensive. That's the elephant in the room for everybody." Yes – and he's about to trample Koval and everyone else within  . . . what's the right word?

Ah, yes. Range.