Shulou(Shulou.com)11/24 Report--

On November 7, 2012, a company named Tuosuele was registered in Beijing and mainly sold Tesla Model S / Tesla (Beta version).

This company is the company that Tesla first registered when he entered China. Because the trademark was preemptively registered, Tesla's official website is also tuosule, not Tesla. However, at that time, Tesla Model XP90D, whose arrival price was as high as 1.7 million yuan, had to get a fuel vehicle license plate, and some car owners recalled that it was also a generation of "chives".

Since then, Tesla began to "now fly into the homes of ordinary people." In a twinkling of an eye, Tesla has entered the Chinese market for 10 years.

In the past 10 years, Tesla has been in full swing in China, with sales ranging from a few vehicles per month to more than 80,000 vehicles per month now. In the past 10 years, Tesla has almost maintained the first place in electric car sales in China.

However, for Tesla in the eyes of domestic users, Tesla is not only a "representative of electric cars" and "Apple in the field of smart cars", but also a synonym for "danger".

Recently, in early November, a Tesla Model Y in Chaozhou, Guangdong Province, suddenly accelerated while parking on the side of the road. After driving at a high speed of 2.6km, the car crashed into several vehicles in succession, resulting in two deaths and three injuries.

This serious accident once again pushed Tesla to the forefront of the storm. Tesla's previous problems such as out-of-control acceleration of brakes, spontaneous combustion of vehicles, black screen of central control, charging failures, and cutting leeks at reduced prices have also triggered discussion again. Not only are there many accidents, but more importantly, every "non-stick pot" response of Tesla, as well as the way of ignoring the protection of users' rights, also makes Tesla be labeled as "arrogant".

Why did Tesla gather the most voices and eyes at every step?

Tesla cannot escape the controversy "Luo Shengmen" Tesla has attracted attention recently, precisely because Tesla's two deaths and three injuries occurred in Chaozhou, Guangdong Province, which instantly set off a heated discussion among electric vehicle consumers and the industry.

According to an interview with the person involved in the incident by Dahe Financial Cube, Mr. Zhan, the owner of Tesla, was a truck driver for more than 20 years. "on that day, when the car suddenly reached 100km, he found that the car was out of control and wanted to find an obstacle to hit the car off. During the period, it was useless to put his right foot on the brake all the time, and it was useless to press the P file. He did not touch the accelerator pedal all the time."

But then the data produced by Tesla showed that the vehicle switch was pressed deeply for a long time and was kept at 100% for a time; there was no braking action throughout the journey; the driver briefly pressed the P-gear button four times during driving and quickly released it. at the same time, the brake lights are also quickly lit and extinguished.

According to the latest news from Sina Finance, compared with the parking monitoring pictures at the same place from October 31 to November 5, the owner of the car in Chaozhou Tesla accident will hit the brakes every time and can see the taillights on. But when I stopped on the day of the accident, the taillight was not on.

The car owner thought that the vehicle failure caused the failure to brake, while Tesla believed that the car owner did not brake correctly, and both sides held their own opinions, and finally they were still waiting for the results of the police investigation.

Coincidentally, on July 22 this year, the news of a car accident involving a famous artist Lin Zhiying driving Tesla quickly went on the hot search. Lin Zhiying, a professional race car driver, directly hit the guardrail when crossing the corner. There is no final word on this matter at present. Only know that the local police have ruled out the possibility of Lin Zhiying drunk driving, Tesla did not give a direct response to the cause of the accident.

"out of control of the brakes", as the most common controversial incident in Tesla, is not uncommon in recent years.

On June 16, 2020, a Tesla Model 3 suddenly increased its speed to 127km / h on the road in Nanchang, Jiangxi Province. after the owner tried to brake ineffectively, it finally crashed into a mound and overturned and caught fire. On July 17 of the same year, when a Model 3 in Beijing was turning back into R gear, the vehicle suddenly lost control and crashed forward. The driver responded and slammed on the brakes in time without causing casualties.

Among the more than 10 Tesla "out of control door" incidents so far, the most sensational one is the incident of protecting the rights of Tesla, the owner of the 2021 Shanghai Auto Show.

On April 19, 2021, a Tesla from Hebei showed up at the Shanghai auto show wearing a "brake failure" T-shirt to complain about brake problems with Tesla, which did not receive a positive official response.

The Shanghai auto show that year was considered to be the first year of electric cars. On that day, only the magnificent Evergrande invited more than 1000 media to participate in the exhibition, but in the end, everyone's attention was overshadowed by the Tesla rights incident.

It is not only the controversy over "out of control of brakes", but also frequent incidents such as vehicle spontaneous combustion, central control black screen, and charging failures, including misoperation by car owners, Tesla's vehicle safety problems, and some incidents that have not been concluded so far. For example, Lin Zhiying and Chaozhou car owners, whether the brakes failed or not, has not been decided yet.

There is a saying that Tesla has a lot of accidents, which has something to do with the fact that he sells more vehicles.

But this is not a simple statistical problem of probability and cardinality. Tesla's rapid development of "blindfolded running" has also made it a production machine.

In 2019, Tesla CEO Elon Musk (Elon Musk) frequently traveled between Shanghai, China and the United States. Supervise the completion of the construction of Tesla Shanghai Super Factory in the fourth quarter. The plant, which covers an area of 860,000 square meters, initially set a weekly capacity target of 3000 vehicles. But Musk said in an email to employees, "Tesla can still reach the milestone of delivering 500000 electric cars in 2020."

The increase in production capacity is not directly equivalent to the final increase in sales. Tesla has also repeatedly reduced prices, reduced distribution, reduced services and other forms to reduce various costs, and finally promote the increase of sales at a cheaper price.

On the first day of 2021, Tesla announced the domestic listing price of Model Y-339900 yuan, 148100 yuan lower than the original price of 484800 yuan for the long-lasting version. It has been mentioned that the imported version does not enjoy the discount, and the new domestic version of Tesla can be purchased at an adjusted price, and the huge price difference has triggered old car owners to pull banners to protect their rights.

Tesla is not affected by public opinion. As the production capacity of the Shanghai super factory continues to increase, Tesla continues to reduce the price. Also triggered the dissatisfaction of new and old car owners, repeatedly questioned Tesla "cut leeks."

The most recent price reduction was on October 24, 2022, when Tesla Guan Xuan lowered the starting price of five versions of Tesla Model 3 and Model Y models in Chinese mainland area, with a maximum reduction of 37000 yuan. This decline instantly packed Tesla's Mini Program, with many consumers scrambling to pick up cars.

Today, there are also rumors that Model 3 will drop as low as 210000 yuan. You should know that the initial price of Model 3 is 363900 yuan, a direct price reduction of 153000 yuan, and a maximum price reduction of 165100 yuan for Model Y. Tesla wields a "price butcher's knife" and is invincible in the new energy market. Domestic new energy vehicles, such as asking the world, choose to follow, while many new car-building forces find it difficult to follow the trend of price cuts.

In addition to the price reduction, sometimes limited to supply chain problems, Tesla's car has also been reduced without informing consumers.

As early as 2020, many car owners reported that, unknowingly, the self-driving hardware HW3.0 version of the domestic Model 3 that they bought was "reduced" and replaced with a HW2.5 version with a performance difference of 21 times.

During the early construction of the Shanghai superfactory, Tesla also signed a bet agreement with a localization rate of 100% by the end of 2020. At that time, not only did the target not be met, but consumers were not informed of the hardware reduction. The final event fermented, Tesla had to propose a follow-up compensation agreement.

Another thing happened in February 2022, when Tesla reduced the new Model 3 and Model Y cars made by the Shanghai Super Factory, removing an electronic control unit (ECU) from the electric power steering system of the new car, which will be equipped with two related electronic control units before the reduction. This redundant system is actually a preparation for driving assistance at the L3 level for subsequent OTA upgrades.

Price reduction and distribution reduction and other measures are Tesla's actions to promote delivery. For consumers, the problem of preserving the value of electric cars is already a difficult problem, and price reduction and distribution reduction will undoubtedly affect second-hand prices. "if you buy Tesla, you have to accept your fate." for the time being, it became a self-deprecation of car owners.

Why is Tesla "arrogant" during the rights protection incident at the Shanghai auto show in 2021, an executive of Tesla told the media, "there is no way to compromise. This is a necessary process for the development of new products." he also stressed that "his own research shows that 90% of customers are willing to choose Tesla again."

The controversy over this "no compromise" incident continues to this day. Recently, the advocate of the car involved in human rights protection said on Weibo: it has been a year, but we have not yet got the complete data of Tesla. Tesla responded through Finance and Economics that the complete data of domestic vehicles are in the EDR (vehicle incident data recording system), which is like a black box. Ms. Zhang did not agree to send it for inspection. Ms. Zhang retorted that the appraisal agency cooperated with Tesla, but there was still a lack of impartial third-party appraisal institutions in China.

This leads to discussion and speculation in every incident. After the accident of Tesla in Chaozhou, many car bloggers followed up and discussed. Some people thought that the car owner was not familiar with Tesla's single pedal model, while others thought that Tesla's braking system was caused by the strongest energy recovery. Others think that the data of the car engine system provided by Tesla is not necessarily the true response of driving behavior.

No matter which result it is, Flying Elephant net Ligang believes that the country must establish an intelligent vehicle safety certification system as soon as possible to effectively track sensors and operating systems. Smart cars are related to users' life safety and personal privacy, so we must carry out system supervision as soon as possible, and there is constant news of Tesla's accident, which does not allow users to face a company that is extremely arrogant to Chinese consumers.

Tesla may not agree with the market's evaluation of his "arrogance" and constantly file lawsuits against rights car owners and bloggers. Perhaps the fundamental reason for Tesla's intransigence is that the fundamental logic of his enterprise is that growth is the top priority. Tesla currently has a market capitalization of $603 billion and a price-to-earnings ratio of 58 times. As a car maker, the market treats Tesla entirely as a technology company.

A market capitalization of 600 billion US dollars is not the end of Tesla, and many institutions have given Tesla the expectation that he will reach a market capitalization of 3 trillion US dollars in 2030. Snowball author Li Ke gives this estimate: Tesla's annual delivery is expected to be 1.4 million in 2022, with Tesla's annual growth rate of more than 50 per cent, and 20 million by 2030. By then, Tesla's net profit will reach $120 billion a year, with a market capitalization of $3,000bn at a normal price-to-earnings ratio of 25 times.

The latest figures show that Tesla's Shanghai Super Factory produced 87700 electric vehicles in October. Industry analysts believe that with monthly sales of nearly 100000, it is also difficult for Tesla to listen carefully to the voices of the people. Under the premise of growth, other event processing should also be carried out around the premise that this goal will not be affected.

Tech visited the Tesla Beijing Crab Island delivery Center in September, and the commentator introduced Tesla's integrated forming process and its ability to deliver hundreds of vehicles a week. One detail of the change is worth paying attention to. Tesla will be here to experiment with a fully automated customer delivery process.

You know, when Tesla opened his first experience store in Qiaofu Fangcao in Beijing in 2013, each car had to be delivered one-on-one for 40 minutes. After that, the car owner focused on listening to the lecture, and now he went to see the "car owner's Lecture Hall". Digital evaluation blogger Zhong Wenze experienced an autonomous car pick-up process without service personnel. I wonder if there is one-on-one training, will the accidents of Tesla car owners be reduced?

It is unknown what kind of development Tesla will take in the next 10 years, but focusing on local service is not a good way to win users.

This article is from the official account of Wechat: Tech (ID:tech618), by Yang Xiaohe

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