Tesla Primed To Succeed Against Big Auto

3 months ago by EVANNEX 14

Tesla Model 3

The very first production Tesla Model 3

TESLA IS THE ULTIMATE CHALLENGER BRAND

Going up against Big Auto is no easy task. They’re seasoned players with deep pockets and political influence. But as Big Auto continues to be complacent when it comes to their flailing electric vehicle programs. Its leaders cling to the gas pump, while Tesla electrifies — blowing past the likes of GM, Ford, and even BMW to become the third largest automotive brand by market capitalization. How did Tesla pull this off?

Tesla

Model X

Sankar Narayan writes in the Huffington Post*, “Perhaps it’s something about the challenger brand, possessing a willingness to overcome substantial obstacles, whether they be technological, political or otherwise that positions Tesla to thwart its rival.”

To understand Tesla, you need to understand its leader.

“The man at the helm of Tesla, Elon Musk, has on many occasions been likened to an extraterrestrial, here from another planet to wean the world of its unsustainable addiction to fossil fuels. However, his company’s forthright mission to, ‘accelerate the world’s transition to sustainable energy’, is a key differentiator.”

*This article comes to us courtesy of EVANNEX (which also makes aftermarket Tesla accessories). Authored by Matt Pressman.

Tesla

CEO Elon Musk (via NGA)

And it’s not just vehicle electrification that makes the brand different.

“Musk’s pledge to produce a Tesla that can drive itself unaided from Los Angeles to New York by the end of this year is the type of visionary thought that would not only take on a social imperative like renewables and emissions. In a world where autonomous vehicles can be summoned at-will, the game would be changed for low-income families, with the necessity of car ownership removed. Downtown carparks might free up again, making way for more housing in cities where there’s a shortage.”

Within the stodgy corporate culture of the auto biz, Tesla’s disruptive vision is refreshing. “A mission-driven organization is not something leaders can manufacture, couple this with a strong, founder-led culture and, like Musk, an organization can be very successful at delivering on its vision.”

Tesla Model S

Model S

Alexander Potter, an analyst at Piper Jaffray Cos. and a professed Tesla owner, aptly encapsulates what captivates Tesla’s consumers and shareholders.

“Tesla engenders optimism, freedom, defiance, and a host of other emotions that, in our view, other companies cannot replicate,” said Potter. “As they scramble to catch up, we think Tesla’s competitors only make themselves appear more desperate.”

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*Source: Huffington Post

*Editor’s Note: EVANNEX, which also sells aftermarket gear for Teslas, has kindly allowed us to share some of its content with our readers. Our thanks go out to EVANNEX, Check out the site here.

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14 responses to "Tesla Primed To Succeed Against Big Auto"

  1. Tyl Young says:

    Agreed. It is Tesla’s mission statement, ‘to accelerated the world’s transition to sustainable energy” that has primed the company to succeed against Big Auto, Big Fossil Fuel Energy, and alike. It is that statement that has attracted so many of us to join Tesla’s endeavors. 0 to 60 times are important too, for sales etc., but not as critical as the big picture of keeping the planet’s temperature rise below 2ºC. Once we’ve locked in enough CO2, we’re kinda done. The slow cook begins, if it hasn’t started already.

    1. Brandon says:

      So is Musk going to clean up his supply chain then? Or is funding child slave labor camps for the mining of cobalt ok in the 21st century?

      Tesla and other electric manufacturers have pushed for every cheaper supplies to reduce battery costs. He has American sourced lithium, but ALL electric cars, and sadly most phone batteries are made with cobalt that is mined in Africa using child slave labor in absolutely horrid conditions.

      Until this is resolved, my conscience is cleaner driving an ICE car. As for the phones and laptop batteries..UGH

      1. Bert says:

        So you don’t care about the many wars for oil and the many health problems caused by breathing air which contians a lot more nasty stuff then pre-oil-burning history?

        Just one video from the Koch Brothers was enough for you to stay away from EV’s?

        Did you know Tesla’s main battery cell supplier, Panasonic, sources its cobalt from the Philippines and not Congo?

        So you see, don’t just believe any movie or website and don’t even believe me as a random person on the internet.

        But please fact check what you consider important because the internet has made that easy.

      2. stimpy says:

        No doubt child labor is BAD with a capital
        “B”.

        But your logic seems to be: Child labor is worse than killing everyone on the planet, *including* those children.

        2+2=5?

      3. Rick says:

        These Children are not slaves. Their work is voluntary and aids their families. How pathetic is your knee-jerk, white-collar, liberal under-educated response. I was building homes at 12 y/o and now I am a millionaire. Go suck it.

  2. bogdan says:

    Tesla will eventually succed because it is beeing run by a genius and the other car makers are run by some fat monkies, who are interested only in sacking the bonus.

    1. Brandon says:

      Musk has publicly stated he’s probably leaving Tesla as soon as he has all his bonus money achievements. Yes he’s all about the money too, and if Tesla hadn’t had all the government loans and been able to sell carbon credits to the other auto’s, Tesla would have been DOA and Musk would have moved on. You do realize Tesla wasn’t profitiable off it’s cars until 2016 right? Took ten years for Musk to get the company profitable off it’s product instead of a government contrived wealth exchange.

      He’s a billionaire, it’s still all about the money.

      1. stimpy says:

        One cannot seriously listen to things Musk says (first person, not through third-party reports) and actually believe this. The dude is *driven*. If he was all about money he wouldn’t keep betting the farm over an over after he was already richer than most people will every be in their entire lives.

        All car companies have had loans, including from the government. You’re not making any relevant points here.

    2. John Ray says:

      What a well thought out and intelligent post. You sir are everything I have come to expect from Tesla-nation. Well done!

  3. F150 Brian says:

    “But as Big Auto continues to be complacent when it comes to their flailing electric vehicle programs”

    Hmmm, which company had the best selling EV in the US last month?

    1. F150 Brian says:

      It’s that company that is in a virtual tie for best selling EV in the US for the year so far.

      And the same company that has 2 of the top 5.

      Yep, sounds like a failure to me.

    2. stimpy says:

      RIM/Blackberry made more money in phones than Apple for a full 3 years after Apple entered the industry.

      Those that don’t learn from history…

      1. John Ray says:

        Past performance is no guarantee of future performance – especially when it involves two completely different companies in two completely different markets.

  4. ffbj says:

    Yeah, it’s pretty much over. Tesla is winning and probably will continue to do so, just as we thought.

    All I can see for the legacy companies is scooping up the crumbs that Tesla leaves, like in the lower end, where they will not compete.

    Of course this will all take decades to come to complete fruition, as of now the Tesla orchard is just beginning to blossom.
    A sweet odor wafts through the air, and it’s not tainted with the smell of combustion products.

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