Recently, Tesla CEO Elon Musk announced on Twitter that he would open source all the files of the original RoadsterTesla's official website is now fully open-source for all of the original design and engineering of the original Roadster. After all, as early as 2014, Musk announced on Tesla's official website that all of Tesla's patented technologies were open-sourced, which also involved the three-electric system of pure electric core, and all Tesla's technologies were made public.
The decision to open source the Roadster blueprint and technical details is seen as a strategic step for Tesla to foster innovation and collaboration in the EV industry. The move, which allows individuals, companies, and researchers around the world to access and study the technology used in Tesla's first electric sports car, and to build on it, marks a major shift in Tesla's attitude toward its proprietary technology. For the open source announcement of the original Roadster, there is speculation whether it is related to the upcoming launch of the new generation Roadster. Following the opening of the patent, all the files of the Roadster sports car have been open-sourcedWhy is Tesla unique in the industry?
Leading products have a first-mover advantage
Dig deep into the differentiated needs of consumer groups
Professor Jiang Xin'an, the first proposer of the "Theory of Explosive Product Addiction", said that market management and product planning determine which markets an enterprise should do, the order of market entry, and the order of products. It provides more directional guidance for enterprises to implement their strategic vision, and provides a basic guarantee for platform strategies, so product planning and platform planning are very important plans.
It can be said thatThe most important reason for Tesla's success is that it has launched a new market positioning for electric vehicles. There are basically only three definitions of product strategy: the first, the leading product strategy, the second, the improved product strategy, and the third, the follow-up product strategy. But in fact, the most valuable products in general enterprises are leading products, so those that account for high sales and large profit contributions are innovative products that have a first-mover advantage. By digging deep into the differentiated needs of consumer groups that are different from those in the past, the brand has successfully established.
In the past, the research and development of electric vehicles by traditional car companies was often influenced by policies, focusing on economy, energy conservation and environmental protection. But in fact, for electric vehicles at this stage, although it seems that electricity consumption is cheaper than burning gasoline, and there is no emission while driving, if the electricity is not clean enough, electric vehicles may not be more environmentally friendly than fuel vehicles. Because the battery technology for storing electrical energy is still relatively backward, to carry the same energy, the volume, weight and cost of the battery are much higher than that of gasoline, and the service life and reliability are not as good as the fuel power system.
Therefore, it is not surprising that these electric vehicles, which need to compete with gasoline vehicles in terms of "practicality", will not succeed. But Tesla's electric car has been positioned as "luxury" and "individuality" from the very beginning. Electric vehicles use electric motors to drive the car, and in addition to being efficient, there are also many advantages to the driving experience. The motor runs almost without jitter or noise, and generally does not require a gearbox, making it exceptionally smooth, quiet and smooth, which is the characteristic of a luxury car.
Driving in the city, Tesla's power feeling is almost invincible, and the feeling of still being quiet and stable when accelerating is also very special and technological. These dynamic advantages, combined with Tesla's tech-savvy interior design, make Tesla's user experience unique enough to be priced high enough to cover the high cost of an electric vehicle.
At the same time, some other practical shortcomings of electric vehicles, as well as Tesla's lack of a sense of class in other aspects due to lack of accumulation, are not a problem for users who buy a model in this price range - just like people who buy a Porsche sports car will not mind that it has a loud engine, small interior space and is not comfortable for long drives.
In addition, with the increasing severity of global climate change, people's awareness of environmental protection and sustainable development is getting higher and higher. At the same time, a series of policies and subsidies to encourage the use of electric vehicles have also been introduced, which has boosted the demand for electric vehicles. Tesla's electric vehicles meet this need well.
Develop a business plan to prioritize the market
Technology R&D drives productivity
Doing the right thing is achieved through the six stages of such a process: by understanding the market, doing market segmentation, then portfolio analysis, developing a business plan, adjusting the business plan, and managing the business plan, digging deeper and deeper in an industry, digging down step by step, and then:Prioritize the market and thus prioritize our product planning. The product platform is the core of an enterprise, which is driven by technology research and development.
While traditional car companies are gradually transforming the transition from fuel drive to electric drive, Tesla has recreated an intelligent transportation vehicle driven by electricity and with vehicle OTA as the core from scratch. Tesla has broken the shackles of all fuel car companies in the process of slow evolution in a subversive way.
Tesla has only 4 models on sale so far, but the market value of a company does not depend on the number of its products. Tesla has made efficient use of the foundation of its Silicon Valley team to innovate and optimize battery energy density, electric vehicle range, and driverless algorithms through software engineering advantages.
Musk once said that Tesla never advertises, but spends all its money on R&D and design. Over the past decade,Tesla spends more than $20 billion on R&D, which is dozens of times that of traditional car companies. Tesla's average annual R&D expenses are as high as nearly 10 billion yuan. Such a huge gap is enough for Tesla to leave other brands far behind, and eventually form a technical barrier.
In fact, technology is the basis of competitiveness and advantage, loss of technology, lack of technology, a brand can not be competitive, let alone have the best advantage. Tesla was the first company to mass-produce electric vehicles, and its technology is also industry-leading. Based on the background of high R&D expenses, Tesla has a hard-core technical advantage that is difficult for traditional vehicle companies and parts manufacturers to achieve, so that one of its few 4 models can be played. Tesla's market value once surpassed Toyota to become the world's No. 1 car company.
Tesla's power batteries are independently designed and produced, and their density is more than 50% higher than that of traditional car batteries, and the range also exceeds that of other electric vehicles. At the same time, Tesla's vehicles have excellent performance, accelerating in a short period of time while providing excellent steering and braking response.
Tesla's self-driving technology is the most advanced in the industry. Its autonomous driving features include adaptive cruise control, auto-parking and auto-steering, among others, as well as the latest fully autonomous driving features. These technologies can enable vehicles to drive themselves on highways and in tight spaces such as parking lots.
Therefore, Tesla's brand image created through electric technology is much more attractive internationally than the East Coast old money represented by Lincoln Continental, and the nouveau riche image of Los Angeles and Miami in the southern sunshine belt represented by Cadillac Escalade.
Intentional action plus more investment
The addiction model drives user addiction
How to make customers "addicted" to products, from explosive products to constant explosive products, from Internet celebrities to ever-popular products. To make the brand addictive, then the addiction is crucial. Drive users to become "addicted", so that your products become constant explosive products and become "addictive" products. It can be thought of in several ways: sentient triggers, intentional actions, variable rewards, and a lot of commitment.
Another key part of Tesla's product development process is undoubtedly the collaboration with core fans and early adopters. For a long time, the world has been talking about the imminent arrival of electric vehicles. However, despite the ubiquity of affordable models such as the Prius and Tesla Model 3, consumers still don't seem to have embraced the technology from their hearts.
For example, in 2016, U.S. car sales reached a record 17.55 million units. However, electric vehicles account for only 1% of total sales. This shows that the true appeal of electric vehicles has not yet taken root in mainstream culture, and Tesla is trying to change that.
First, by producing exciting and eye-catching electric vehicles, and secondly, by working with fans and early adopters, each product launch is cleverly fine-tuned. For example, when the Tesla Model S was released in 2012, Tesla sold 100,000 units to early adopters. This allows Tesla to gain deep and detailed insights from these 100,000 drivers, allowing it to continue tweaking the innovative design of Tesla vehicles.
What's more, the cooperation with these drivers has also created an exclusive "cheerleading team" for Tesla, who will give ** a favorable word of praise for Tesla, which will help increase public interest in the car. This commitment to working with early adopters is one of the reasons why Tesla is an innovative company. This, coupled with the fact that Tesla is releasing its patents to the public, is another sign of Tesla's aggressive partnership business model.
Tesla has also changed the way the public thinks about electric vehicles by investing time, energy, and resources to think about the big issues facing humanity, and this fan-centric strategy of innovation has earned Tesla a loyal following. In fact, when Tesla announced the launch of the Model 3, more than 100,000 customers expressed willingness to pay in advance to pre-order the product.
This appointment model not only secures an active customer base in advance, but also gives Tesla interest-free capital to complete its production process. This also gives the company a unique advantage over other automakers. Thanks to the speed of the Shanghai factory, the domestically produced Model 3 entered the Chinese market with a price of less than 300,000 yuan, and Tesla has shown a trend of "prairie fire" in China.
Strategic and forward-looking layout of energy projects
Build a complete data loop
The strategic vision is obtained through the company's strategy, and it is obtained through three questions: Where are we going?Where do we go?Why are we successful?Because consumers are a group of people who like the new and hate the old, enterprises will face a change from a manufacturer-oriented innovation model to a consumer-centric innovation model. So how to innovate based on users and how to face the market?Enterprises to make some strategic products, how to overcome the problem of high costs, how to speed up the speed of the market, consumer-centered products, can provide better ideas for enterprises.
The biggest difference between Tesla and traditional car companies such as Volkswagen, GM, and Ford is that the former does not rely on sales volume and layout scale to achieve growth. Traditional automobile companies have their own structural system, which is not efficient but mature and stable. In line with the mentality of mass production and earning hard money, we maintain profits with low **, mature channels and large-scale promotion.
As for Tesla, Musk lays out future cars, household electricity, and clean energy. A professional auto analyst once estimated that Tesla's target market is as high as $15 trillion, close to 20% of global GDP. In 2016, Tesla acquired solar energy company SolarCity and embarked on a series of revolutionary energy projects, such as installing battery packs on the Hawaiian island of Kauai, to reduce the need for fossil fuels.
As the "leading big brother" of the great transformation of automobiles, Tesla has a strategic layout of intelligent driving (the core is "chip + AI + data"), and firmly grasps these three parts in its own handsFocusing on design, a complete data closed loop has been constructed. Then, it will iterate upwards from L2+ intelligent driving to achieve autonomous driving.
For example, Tesla has also applied a new electric vehicle configuration, boldly using high-risk ternary lithium batteries, which is a different way of behavior. BMW and Audi began to lay out all-aluminum bodies very early, but the revolution was not complete and did not reduce costs. Tesla was the first to make aluminum cheaperIn the end, the all-aluminum integrated die-casting body was used to fight with the traditional car with steel plates, which can be described as a miracle move.
Whether in the Chinese market or in the international market, Tesla has strong competitiveness and huge advantages. Therefore, Tesla's profit on a single product is very high, even several times that of domestic new energy vehicle brands. Of course, Tesla's profits are also far ahead of many independent brand companies in China. Obviously, this is the embodiment of Tesla's strong competitiveness and huge ** advantage.
In addition, Tesla has also made people realize that charging will be a very lucrative business. Since 2012, the global Tesla Supercharger network has been deployed in 46 countries, with a total of more than 35,000 Superchargers. It manages users through user data and business model design.
In order to be able to deepen the Chinese market, Tesla decided to set up a design research center in China, hiring relevant researchers in China, and wanted to design a "special" model tailored for Chinese.
Flattening the organizational structure improves communication efficiency
Make sure your employees are in the same trench
Musk doesn't like hierarchies in business. In an email to Tesla employees, Musk illustrated the dangers of hierarchy for efficient problem-solving. In this regard, Musk believes that the most effective communication is based on the condition that anyone can communicate with others in the enterprise at any time and when needed.
For employees, how to quickly understand the characteristics of upstream and downstream positions, how to improve their professional ability, and how to better communicate across departments are the main demands of their work. Only by closely combining the needs of employees with the needs of the enterprise and realizing the "same desire" can we promote the inexhaustible power of enterprise development.
Musk said that anyone at Tesla can and should communicate with others in the company according to what they think is the quickest way to solve the problem, and should consider it their obligation to do so, as long as the goal is to do the right thing for the company.
Because Musk clearly realized that Tesla needed a method, a way to gain an advantage when Tesla competed with its giant rivals. So there is an open communication structure that is almost radical like this.
Tesla is clearly unable to compete with the big established car companies in terms of scale. So it has to win in brainstorming and flexibility. Tesla's organizational structure holds a valuable lesson for any growing company: problem-solving relies on effective communication, and hierarchies hinder the positive flow of information within the organization.
An effective way to achieve this is to adopt a corporate structure that reduces hierarchical friction and create an organizational culture that encourages flexible and fluent communication to get things done. In addition to believing in a flat organizational structure, Musk also likes to be personally involved in the development and manufacturing of products.
Musk agrees that CEOs must be familiar with the company's operations and put themselves in the business to drive innovation. Musk has always been committed to driving better results across all parts of the companyEnsure that you are in the same "trench" as your employees, so as to motivate them and promote the development and progress of the company.
Musk has even been reported to have simply slept near the production line during the product push stage. This near-fanatical attitude is the main reason why he is such an innovative leader: he approaches problems with tenacity, vision, and perseverance.
Value chain to build enterprise ecological chain
Realize the conversion of traffic to mind
Professor Jiang Xin'an said that all businesses pay attention to an ecology, how do you use the value chain to build the ecological chain of the enterprise, and how to integrate the upstream and downstream for the enterprise, so as to re-play and realize the transformation from traffic to mind. In the process of tangible items, intangible services are actually part of the product, so the after-sales of a tangible product, it is also a part of the product, of course, in the process of providing pure service products, some tangible items are also needed to be delivered accordingly.
Sort out a type of person through taste, fully grasp the tonality of the brand and user portrait, and how to make the product more warmBehind the temperature, we can think about the name of the product, the packaging of the product, the service of the product, the content of the product, and the functional design of the product.
Traditional car companies use the 4S store model, that is, a large number of first-class merchants join, and many procedures are generated in the middle, which also increases the possibility of black-box operations, such as bargaining, gifts, etc., which increases consumer distrust and is not conducive to cost control. Tesla has adopted a unique business model, the "direct sales model", and has set up experience stores in high-end shopping malls.
That is, consumers can buy its products through Tesla's official ** or physical stores, this model cancels the dealership, allows consumers to buy vehicles directly from Tesla's official website, and provides online car purchase, door-to-door test drive and other services. It not only increases a large number of **, but also allows consumers to directly feel the scientific and technological attributes of their products and eliminate the instability of middlemen.
This model avoids the shortcomings of traditional automakers using dealer middlemen to sell, reduces the cost of sales, and improves the user's purchase experienceIt makes Tesla's products more accessible to consumers, and makes Tesla more aware of user needs, providing strong feedback for product upgrades and improvements. Tesla also provides excellent after-sales service and maintenance services to bring consumers a better car buying experience.
In conclusion, Tesla is not only leading in technology, but has also succeeded in building an attractive and high-performance brand through Musk's brand image and marketing strategy. The development of its autonomous driving technology, the growth of market demand and its excellent sales model have also accelerated its successful development in the electric car market.
Tesla's marketing and brand strategy has also been a major factor in its success. companyUse a combination of digital marketing, experiential events, and traditional advertising to build your brand and reach a large and diverse customer base. Tesla's marketing has been effective in promoting the benefits of electric vehicles and has helped build a strong brand identity.
However, a few days ago, Tesla Motors (Beijing)** filed a recall plan with the State Administration for Market Regulation in accordance with the requirements of the "Regulations on the Administration of Recall of Defective Automobile Products" and the "Implementation Measures of the Regulations on the Recall of Defective Automobile Products". A total of 2 imported Model X electric vehicles with production dates between July 7, 2023 and August 1, 2023 are being recalled.
Conclusion:
Tesla's success can be attributed to a number of factors, including its visionary leadership, commitment to sustainability, focus on innovation, effective marketing, and branding, among others. It's just that there is a lot of controversy between Musk and Tesla itself, some people say that it is well deserved, and some people say that it is "cutting leeks". But Tesla's technological attributes are beyond doubt, and many car owners have a good impression of Tesla's handling, intelligence and mileage experience. And the complaints about the interior, workmanship, frequent failures and after-sales attitude do exist. However, it has to be said that Tesla has become a hit, which has a huge role in promoting the rapid growth of China's new energy market. Other car companies in China are bound to accelerate their growth, force themselves to upgrade their brands in a timely manner, and find a survival mode that suits them, so as not to drown in the red sea of the market.
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