Tesla becomes the focus of the automotive industry, production shortcomings still exist
Tesla is a kind of strength, Tesla is more successful than any other car manufacturer, and luxury brands like Aston O Martin and Ferrari have to be in line with Tesla. But Tesla is not perfect, and the biggest shortcoming is still unable to deliver on its promise.
Although Tesla Electric is younger than many of its competitors, it has had a major impact on the automotive industry, including the types, appearance and technical characteristics of the cars it makes. But Tesla's ambition also made it a lot of promises that might not be fulfilled.
At the 2009 Tesla Model S press conference, the company's CEO Elon Musk and chief designer Franz von Holzhausen appeared.
In the automotive industry, Tesla is becoming the focus. This is because Tesla's ideas and the way it links these ideas to the future vision are very attractive, and their vision includes ambitious renewable energy and driverless cars.
Despite the tremendous growth pains, the company is still thriving because it convinces observers that it is more than just a car company.
Akshay Anand, executive analyst at Kelley Blue Book, said: "Tesla is not just a company that makes products, it also represents something else. I think Tesby is like any other car made. Business is more successful, and it is more than just a car company."
Anand compared Tesla with Apple and Google, which all convince consumers that they are buying more than just isolated products. This may explain why Tesla's market capitalization can reach $56 billion, higher than Ford ($42 billion) and close to General Motors ($58 billion), which are more profitable and better at making cars.
Again, this explains why Tesla can play such an important role in changing the automotive industry. Anand said: "I think Tesla's most important thing in other areas of the automotive industry is to create greater urgency in innovation and power. I don't think you will see many car companies putting all the chips. Put it in an electric basket and do it with a sense of urgency."
Car companies such as Porsche and Mercedes-Benz are making a steady investment in the field of electric vehicles, from which you can feel the urgency, even though electric car sales currently account for only 1 of the global market. % share. But Tesla has proven that innovative funding can come from customers, but also from investors who are happy to pay more than $300 per share for a compelling story.
Tesla has similar effects in developing driverless cars. Anand said that these car companies will develop driverless cars with or without Tesla. But Tesla accelerated the process by showing how driverless technology was integrated into cars with Autopilot. Almost all luxury cars now have the same features as automated driving systems.
But not all Tesla's ideas are so noble. In some cases, the company only predicted consumer demand before its competitors. Anand said that Tesla is not the first company to consider making an electric car look like a sports car, but it shows the excitement that can be generated around a trendy electric car.
Anand said: "It sounds simple, but in the case of Model S, the correct thing that Tesla did was to make cars that were super fun, and they also made cars that looked very sexy." Luxury brands like Ston O Martin and Ferrari have to be in line with Tesla.
If you notice that the touch screen in the new car is growing fast, you may also want to thank Tesla. According to Arnold's statistics, car companies' screen sizes have changed exponentially after Tesla began replacing the spin-offs and dashboards with monitors that were twice as expensive as some competitors. In the case of Model 3, Tesla completely removed its dashboard and installed a 15-inch touch screen to control most of the car's internal functions.
But Tesla is not perfect. The company's biggest asset (ambition and marketing power) has also exacerbated the company's biggest shortcoming: it tends to make promises that are hard to deliver. Anand explained: "I think they need to learn not to make a wish to the moon. To some extent, they need to pay more attention to reality."
This is why Anand believes that Model 3 is the key product of Tesla. It will determine that the company's most pressing problem is "growth troubles" and the inevitable result of CEO Elon Musk's attempt to deal with too many projects at the same time. Anand said: "You start to see more problems with Tesla. Looking back at Tesla two years ago, it was absolutely reliable at the time."
Tesla's efforts to develop and produce Model 3 have a lot of evidence to check. Musk said that by December 2017, Tesla will produce 20,000 Model 3 per month, but although the company has not released production data, its production in the fourth quarter of last year was only slightly higher than 1,500. So far, the evaluation of the model has always been high, but whether Tesla can use this excitement may decide whether it will continue to be the leader of the automotive industry.
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