Is This the End of Tesla?
We've been hearing it for a long time now...."once the major car manufacturers start creating electric cars, it's over for Tesla". I've heard Cadillac will take them out once GM rebrands them as their electric vertical. They are supposed to bring in all their experience, technology and expertise and that will kill Tesla.
Or, maybe you think Audi/Porsche will do it? Although I have to let you know that I really love Audi/Porsche and all the brands under the VAG umbrella, but they aren't going to kill Tesla...and neither is GM. Not by a long shot. Here's why:
Tesla is not just a car, like iPhones aren't just a phone. They are a brand (and ecosystem). A brand that speaks to their target market. Theirs is tech lovers that want a posh car with the newest features and that will save the world....and there are
millions of them out there. No one provides what they are looking for in a car better than Tesla. You want tech, how about the biggest screen you have ever seen in a car? Latest features? How about a car that drives itself better than any other car out there? Or one that parks itself, get's updates over the air for free, or you can move around a parking lot with your phone? Wanna save the world? Teslas are viewed as the most green vehicle out there...whether the science proves it or not, they hold that top seat. Who is Cadillac's target market? Tech lovers that want to save the world? Nope. If they keep the Cadillac brand (which is their downfall) they will have to convince everyone that people won't make fun of you for driving the same brand of car your grandpa did a few years ago (he has since wised up and is driving something Euro). Cadillac can't steal Teslas thunder because they are not a competitor in that space and never will be. They'd be much better off starting a new brand even with all the challenges it brings. When did you last talk to your brother-in-law that lives in a studio apartment in LA and he told you he was looking at a Caddy for his next car? That is a tough image to turn around. Teslas are just too cool, inside and out and Caddy and even Porsche aren't going to knock them out of that spot on the marketing competitive analysis.
One of the main differences is that Tesla is a pioneer and willing to take risks. I mentioned Audi/Porsche before and their ICE vehicles are nothing short of amazing. They have out engineered everyone else and if you appreciate a precisely engineered vehicle, you'll notice it when you drive one, especially if you push the limits of performance. But, Porsche's new electric offering, although super fast (which Porsche has always done well) doesn't just slide into the top spot because of performance alone. A major downfall is it only has 230ish miles of range, which works well for 60+ aged men that have the money and a nice ICE vehicle to take on road trips. Isn't the largest fear for an electric vehicle purchaser range anxiety? And Porsche is asking you to spend $150k-$190k on a fast car that if you push it will only go about 200 miles? Or what about $78k on an Audi e-tron that is only rated at 204 miles range? So I spend all that money and have three charging stops for every two that a Tesla has to make? Tesla has been very specific with super charger network and most vehicles tout a 300+ mile range. You have to push hard to get an electric vehicle designed correctly (vehicle size, weight, battery size, aero, etc) but Tesla is doing what it takes to make that happen (ie - Tesla's purchase of Maxwell Technologies for better battery tech). All of these add up to a win for the Tesla and a proof that the big manufacturers just think differently about their cars and can't compete in the space.
As you can tell, I don't believe that Tesla will be erased anytime soon, although it seems like there are some deep pockets out there that want that to happen (almost enough to give the conspiracy theories some credit!) If you build a car that breaks all the rules, minor maintenance, highly self driving, completely new propulsion system, the possibility it will pay for itself, has all the hardware included to completely self drive once the software comes out, is perceived as the greenest car you can buy, etc, etc, etc, it will speak to those that want tech and want to save the world and those millions won't abandon what they like just because the big automakers say they should. If they really want to make a dent, beat Tesla with better range, more tech, a lower sticker price, something actually that speaks to this market (not a Caddy) all of this should be possible with their volume purchasing power and years of engineering right?...then they might be a threat to Tesla but only then (unless Tesla management does something unhinged, which could happen too!). What say you?
Or, maybe you think Audi/Porsche will do it? Although I have to let you know that I really love Audi/Porsche and all the brands under the VAG umbrella, but they aren't going to kill Tesla...and neither is GM. Not by a long shot. Here's why:
Tesla is not just a car, like iPhones aren't just a phone. They are a brand (and ecosystem). A brand that speaks to their target market. Theirs is tech lovers that want a posh car with the newest features and that will save the world....and there are
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| Tesla Model X |
One of the main differences is that Tesla is a pioneer and willing to take risks. I mentioned Audi/Porsche before and their ICE vehicles are nothing short of amazing. They have out engineered everyone else and if you appreciate a precisely engineered vehicle, you'll notice it when you drive one, especially if you push the limits of performance. But, Porsche's new electric offering, although super fast (which Porsche has always done well) doesn't just slide into the top spot because of performance alone. A major downfall is it only has 230ish miles of range, which works well for 60+ aged men that have the money and a nice ICE vehicle to take on road trips. Isn't the largest fear for an electric vehicle purchaser range anxiety? And Porsche is asking you to spend $150k-$190k on a fast car that if you push it will only go about 200 miles? Or what about $78k on an Audi e-tron that is only rated at 204 miles range? So I spend all that money and have three charging stops for every two that a Tesla has to make? Tesla has been very specific with super charger network and most vehicles tout a 300+ mile range. You have to push hard to get an electric vehicle designed correctly (vehicle size, weight, battery size, aero, etc) but Tesla is doing what it takes to make that happen (ie - Tesla's purchase of Maxwell Technologies for better battery tech). All of these add up to a win for the Tesla and a proof that the big manufacturers just think differently about their cars and can't compete in the space.
As you can tell, I don't believe that Tesla will be erased anytime soon, although it seems like there are some deep pockets out there that want that to happen (almost enough to give the conspiracy theories some credit!) If you build a car that breaks all the rules, minor maintenance, highly self driving, completely new propulsion system, the possibility it will pay for itself, has all the hardware included to completely self drive once the software comes out, is perceived as the greenest car you can buy, etc, etc, etc, it will speak to those that want tech and want to save the world and those millions won't abandon what they like just because the big automakers say they should. If they really want to make a dent, beat Tesla with better range, more tech, a lower sticker price, something actually that speaks to this market (not a Caddy) all of this should be possible with their volume purchasing power and years of engineering right?...then they might be a threat to Tesla but only then (unless Tesla management does something unhinged, which could happen too!). What say you?
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