Tesla’s a Threat to the Auto Industry But Detroit’s Reacting …

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TESLA Model S – 60 kWh Auto

Tesla’s a Threat to the Auto But Detroit’s Reacting All Wrong

A flurry of articles, such as one on Forbes. reported Steve disclosure of GM’s new secret tasked with studying EV Tesla and its CEO Elon Musk. is probably no one better than GM’s current vice and a former leading automotive on Wall Street, to study and the threat and opportunity that represents for the car industry. Tesla’s market cap demonstrates that the market is betting on Tesla’s to take a significant share of the car market, not just luxury

If those analysts are right, GM be the only company worried Tesla’s future plans. The car industry should probably Tesla, to understand if and how it plans to such market share all current incumbents. Assuming will all learn the same secret, what car will make after they their collective hypothetical

Some of the most serious concluded that Mr. Musk throw his doors open and all his secrets with the current Tesla had already partnered both Toyota and Daimler, so one assume they shared secrets with those leaders. The reasoning concluded companies like GM would not be to replicate anything resembling great achievements due to different The point is lost on most that mass-market carmakers probably never try to repeat model in making cars or in model.

What works for Tesla not work for GM, and most likely be destructive for any mass-market incumbent.

But the car can learn a lot from such a Imagine for a second that car are like yachts racing in the While the entire industry yachts jostling for position a similar course, Tesla’s diverged from the pack, and all of a seems to be gaining tremendous If Captain Musk allows you to onto his boat and monitor his you should also take to learn the ocean currents and pattern he’s mapping the course. Their underlying are more interesting than the of their car.

Their business assumptions are just as as the shape of their battery

Those carmakers producing 1M+ per year should not attempt to Tesla’s current or even car. That won’t a difference to any of them, even if it may Tesla. While most of most likely already and even tore apart a Model-S, they will learn more from Tesla’s PL than they from the car’s engineering.

And I say so with the utmost respect to JB engineering achievement at Tesla. the economics underlying Tesla, and a better mass produced GM, or Hyundai car for the masses. Produce a car can change the market in 2017 and a bigger share of the profits in the car industry.

Do so by aiming to beat all gasoline cars, not by competing Tesla’s next luxury

Lessons from Tesla

So, will industry learn their teams analyze

1) An electric car is an object of desire . and foremost, Tesla is selling to people who love the experience of and driving the Model-S. Instead of on “what environmentalists will be to give up to drive electric” as having only two seats in the of an odd shaped car Tesla decided to a car that supersedes all buyer’s Musk knows that customer who bought a Tesla becomes a sales person to a of like-minded people.

The lesson: Your next car should offer more of a car for cost than comparable carsnot the other way around. just say that $30,000 is not a great deal for most of the a brand new quality crossover for is a great deal.

2) An electric car is a appliance . But like BMW said their i3 EV launch, it is more a cell phone than a The modern EV will be constantly see Tesla’s constant software and extend that to upgraded components. When you design its remember that your smartphone lives for 3 years at in your pocket, an EV should on roads for more than 20

If you remember what batteries like 20 years ago (hint: Brick”), you can understand how it would to own the same battery offered in a car 20 years from now.

The Design a car that provides car with the possibility of upgrading battery and software, while the car. Such a possibility enhance the resell value of and in doing so could drastically the monthly lease new buyers face at the dealership.

TESLA Model S – 60 kWh Auto

3) An electric car is Moore’s Law on wheels: Mr said in a recent analyst that he sees the price for dropping under $200 per kwh in not-too-distant-future” vs $500 per kwh when the shipped 5 years ago. industry experts agree the cost reduction trend continue at a pace of roughly 8% per year. At that pace, is just a question of time 8 after $200/kwh to be exact.

are “Exponential Technology” they from reduced cost, storage and longer life every generation, all of which are year over year. technology is the most disruptive that hits incumbent Don’t believe me, ask Peter at Google who compared it with hitting dinosaurs”.

The lesson: should design the next EV exponential improvement in battery not in denial of that inevitable Plan for range target is at least 200 miles, and much Apple, remember that as sales volumes will the battery pack will in range and reduce in price. So your future cost down heavily and plan for to come after volume up the s-curve instead of focusing all calculations on the first batch of

Those $100/kwh batteries seem impossible today, are as real as the $200/kwh batteries said we will never see given enough time.

4) An car drives and sells differently . skipped over the dealer preferring to sell a highly car directly to customers in their and branded stores. Tesla the conflict that mixed EV ICE experienced: Dealers simply be expected to invest heavily creating demand for a new product The temptation of converting walk-ins, who are curious non-buyers, into old car sales is as big as the current car inventory in the front lot.

Letting gasoline/EV dealership sell new EVs inevitably end up with mixed some will be fantastic agents, but others will not have a charge spot to the EV as mandated by Detroit or Tokyo. The key is lack of consistent customer which is the definition of brand. together with the high for channel training and constant makes wide and distributed a killer for any new category introduction.

The lesson: If you launch a new category, very seriously launching it a new brand with a whole new Direct sales will incumbent carmakers not only to its brand experience; it also into a lower per-unit of sales once volume to pick up. Ask Applewhen you have a product, you want a differentiated store for people to come and it.

If you do it right, the retail value per foot beats the rest of the by a mile!

Later this in Part II. I’ll explain to learn from these Let me know your thoughts

TESLA Model S – 60 kWh Auto
TESLA Model S – 60 kWh Auto
TESLA Model S – 60 kWh Auto
TESLA Model S – 60 kWh Auto
TESLA Model S – 60 kWh Auto

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