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

Beijing, February 27 (Xinhua)-- US media reported that Tesla has become increasingly mediocre and has been caught up by other rivals. Among them, Elon Elon Musk is to blame. He used to be Tesla's biggest asset, but now he has become the biggest trouble.

Tesla has upended the auto industry over the past 20 years with its strengths in the design, technology and sales of electric vehicles. But now these advantages are being lost. Tesla is moving from a young and combative industry disrupter to another carmaker that looks more like another carmaker that once panicked about it. Musk used to be awesome, not only starring in the Iron Man movies, but also promising to take humans to Mars, but now he is becoming more and more like an ordinary person.

Moreover, Tesla's period of rapid growth was achieved under the conditions of lack of fierce competition and favorable economic environment. Now, the electric car market has blossomed. Musk is about to discover how difficult it is to go to war with some of the world's best-known brands.

The loss of first-mover advantage since its establishment in 2003, Tesla's hallmark has been technology. The company has been at the forefront of the electric car revolution, releasing the first battery with a range comparable to that of gasoline-powered cars and the first extensive charging infrastructure that supports Supercharger super-charging technology. Tesla is also at the forefront of innovations such as remote software updates, huge car touch screens and keyless unlocking.

However, after years of leading traditional car companies in technology, Tesla's futuristic core began to become obsolete. Now, ordinary electric cars made by automakers such as GM, Ford and Hyundai can compete with Tesla in range. Touchscreens like iPad are now standard for new cars. Other car companies have even caught up in software, pouring billions of dollars into new features that compete with Tesla, such as self-driving without a steering wheel and batteries designed for performance. However, among Tesla's current mediocre innovations, perhaps the most striking is its position in the field of self-driving technology.

Tesla model design for many years, Musk has promised to launch a completely driverless Tesla car. He said last year that his electric car company would have "basically zero value" if self-driving technology was not given priority. Tesla soon developed a secondary (Level 2) autopilot system. In this system, car owners still need to put their hands on the steering wheel to keep an eye on the road. However, competitors such as GM and Ford have launched similar assisted driving systems and are not mired in a federal investigation.

Perhaps the last straw that crushed Musk's autopilot ambitions was Mercedes-Benz. In early February, Mercedes-Benz received its first level 3 (Level 3) autopilot certification on public roads in the United States, which requires human intervention only under harsh conditions. To make matters worse, Tesla suffered another setback after being overtaken by Mercedes-Benz in self-driving: Tesla recalled more than 362000 cars because of concerns that the latest fully autonomous driving (FSD) system might increase the risk of a crash.

"Competition is starting to erode Tesla's market share," said Martin French, managing director of Berylls, a consultancy. "if you are a consumer, this is good news because there are a lot of great electric cars to choose from."

However, French said, this does not mean that Tesla lost everything. Tesla has always maintained an advantage in remote wireless updates, which allows it to update the car owner's system in a timely manner. This means that even if people do not upgrade their cars and equip them with new hardware, Tesla can still extract revenue from customers. "there is no other company that can charge $11000 for an upgrade package three months after delivering a car." French said.

In addition to the inherent technology, Tesla's car appearance also has many unsatisfactory aspects. Tesla has never completely redesigned a car since the launch of the Model S in 2012. Tesla's most popular Model S and Model 3 are both cars, a body style that was left far behind by the rest of the industry about five years ago. Tesla finally released a new Cybertruck pickup with a strong design in 2019, but production has been put off again and again, and production may not go into production until the end of this year. By the time it went on sale, the electric pickup market might have been dominated by models from companies such as GM, Rivian and Ford. Ford's F-Series pickup has been the best-selling model in the United States since the Reagan administration.

Musk played tickets with Tesla's overcapacity, cars began to pile up, the company's advantage began to decline, Musk lost focus.

Last spring, the billionaire became more and more obsessed with buying Twitter. To raise $44 billion to buy Twitter, Musk spent most of last year selling Tesla shares, selling a total of $22.9 billion worth of shares and taking on a huge amount of new debt. After buying Twitter, Musk's frenzied layoffs threw Twitter into chaos. His focus on Twitter made Tesla investors worry that he had alienated Tesla, dragging down Tesla's share price. Tesla's share price has fallen 65% in 2022, and even the most bullish on Tesla doubt whether Musk is ready for the 2023 recession.

Losing focus Tesla's retrogression does not mean that the company is doomed to failure. Mr French believes Tesla may need a competitive tonic to push himself out of stagnation. "in this industry, it's always good to be vigilant," he says. "they already have the money to do what they want to do, and now let's see how they can use it to stay ahead."

However, Tesla's new position has caused concern among other industry analysts. " Tesla's Cinderella trip is over, "Dan Ives, an analyst at Wade Bush Securities, said in a report written before Tesla released his results in January." Musk now needs to lead the company through this level 5 dark macro storm, rather than focusing on his new favorite Twitter. In our view, Twitter is still the distraction and threat of Tesla's story / stock. "

Tesla, the new blueprint, will hold an investor event on March 1 local time to announce the third chapter of his long-term strategy. At that time, Musk will outline a new road map for Tesla, hanging investors' appetite.

According to Tesla's website, investors will see Tesla's most advanced product line and discuss long-term expansion plans, third-generation platforms and capital allocation with the management team.

Mr Musk has previously said that Tesla will launch a cheaper model, which could be priced at $25000. Will Musk announce the details of the new car on March 1? We'll find out in a few more days.

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