On March 31, the technology company Tesla launched the Tesla Model 3, a smart car designed for a wider market than we had used until then, being a kind of version «affordable »Of its previous model, the sedan Model S.
With a price that goes from $ 35,000 , a few days later, the reserves rose to 276,000 cars, which means between double and quadruple what the company had planned, in the words of Elon Musk himself, CEO of Tesla.
This massive demand has meant that, on the one hand, Tesla can "die of success", since it does not have the means to manufacture such a number of vehicles.On the other hand, Tesla has achieved what has never been seen: Dozens of buyers in car dealerships .Then the question is: what are Tesla's secrets? Let's look at some of the reasons that explain this success
1.Opportunity
Luck or business vision, the truth is that Elon Musk was right in 2009 when he decided, with a guaranteed loan of 465 million dollars that the US Department of Energy granted him the Next year, launch into the production of his car fully designed by Tesla (he had already produced a Lotus in 2006).
There were electric cars, of course, but Tesla bet on something new and distinctive, producing a product almost for the elite .
2.Sale of selected items
For now, Tesla only produces high-tech electric cars , such as the Tesla Model S, its most popular model. They are luxury vehicles , at the height of the Mercedes Class E or BMW X5.Prices, as we have said, range from $ 35,000 of the Model 3, which is the basic vehicle.From here, and based on the extras we want, we can reach almost $ 50,000 (or 70,000 in other models), to which we must add the 1,000 or 2,000 reserve and transport from the Netherlands, the European center of Tesla, which can be another 2,000 or 3,000 dollars.
Such a limited sector of the market (in principle) allows Tesla to invest more in R&D and become the leading brand in its sector.
3.Absolute control of the entire process chain
Tesla dominates the entire process from the first moment, the conception or design, through each stage of manufacture, to the distribution and sale, including an excellent after-sales service, not forgetting the charging points of your vehicles, essential for a better user experience than your adversaries.
Such is the control of Tesla that it does not rely on independent distributors, as does the rest of car manufacturers.On the contrary, it has its own distribution chain . Tesla offers and sells their vehicles in their own establishments .In this way, although initially the initial costs are higher, in the long run it allows a significant saving to the company because this quality pre and post-sales service attracts customers willing to pay more.
4.Ecological technology tip
With the growing consumer interest in clean technologies for several years now, Tesla was clear that it was more than a fad and took advantage of it.They decided to make cars that were interesting to the main customers, drivers , offering them more than pretty words on social networks: ecological engines but high technology.
This point, technology, is also very important for the maintenance of the brand in the market.Tesla, almost from the beginning, has had an advantage but the most important thing is that it has managed to maintain it, because reacts faster than the rest of its competitors .
In fact, other brands such as Mercedes-Benz or Toyota rely on Tesla to include in their models Musk's company technology, such as batteries, motors, etc.And, in addition to their own achievements due to their investment in R&D, Tesla has managed to integrate several components creating a product superior to the sum of all of them .
This has made it a leader in its sector and, therefore, a brand desired by consumers .Let's not forget that buying a car is one of the most important buying decisions and trust in A brand is somewhat difficult to achieve but more complicated to maintain.
5.A very attractive product (and added)
What leads more than 250,000 people to reserve a car for 1,000 dollars that, at best, they will not have until the end of 2007? Well, first of all, the promise of an article that lives up to that price .
Apparently, the specifications and features of the new Model 3 are unsurpassed: spacious and comfortable inside, with great acceleration, autonomy for 350km and free recharge (this service is included in the price) in more than 500 points in the US and with an increasing number in Europe (except some countries like Spain).
In addition, it seems, the Tesla Model 3 will have one of the highest safety scores (as with previous models) and, of course, with the last advance in autonomous driving through a own and updatable software.
6.Of the roads to our house
Tesla will arrive at our homes.Their technological research has allowed them great advances in batteries and, at the last Genera Fair, held in Madrid last July, the company presented its homemade batteries, prepared for storage of domestic energy , and with the same careful design as their cars.
Similar to a water heater, they are designed to be one more appliance, integrating renewable energy from home and promoting self-consumption.With an approximate price of 4,500 euros, collect energy from solar panels and have storage capacity 6.4 kilowatts .If more energy is needed, it can be connected to the electricity grid.They are already being sold in some countries in Europe, such as Germany, Italy, England or Switzerland, and it is expected to begin marketing in our country by the end of this 2016.
In addition, to reinforce this segment, they have just announced their merger with the SolarCity solar panel firm, which will help in their goal for homes to have panels on their roofs in the future that enable the generation of electricity that allows them to be autonomous, while facilitating the charging of electric cars sold by Tesla..
7.A CHARISMATIC LEADER
Elon Musk himself defines his team as the best, the equivalent of the Special Forces as opposed to the regular army.
But, without a doubt, is Musk the visible head of Tesla, who has made Tesla the company he is today .This firm was founded in 2003 by Martin Eberhard and Marc Tarpenning, two engineers from Sillicon Valley, but in 2005 when Musk arrives at the company, his presence was a guarantee for investors since Musk is responsible (directly or indirectly) for several successful companies such as Paypal .
Elon Musk was appointed CEO of Tesla in 2008 and then begins to design the company we know today .That same year he launched the Roadster, a sports car that instead of selling the idea of power or maximum speed, focuses on acceleration (of or 100 in less than 4 seconds).That is, it offers a real (user) driving experience that can be checked by anyone.
Conclusion
It seems that, despite a high price (although not excessive), this time Tesla will achieve more than just the launch of a car : take most consumers unthinkable until now, autonomous and electric cars.If Tesla really popularizes these technologies, many will be those that are also launched to the manufacture However, Tesla has an advantage and, it seems, is not willing to lose it .
Images | Tesla, Techinsider
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