“If they throw a 25,000 euros electric car They would be lined. ”
It is usual to read this phrase when talking about the Tesla range. But there is a very simple reason that prevents Tesla from making this movement so obvious: they can’t. They can’t because accounts don’t come out. Because he is the victim of his own production process that, until now, had been so successful. And it can’t because you reduce the electric car forces you to jump into batteries … or worsen the user experience.
In summary: NSLC.
(N)either. That is the answer that those who expected a cheap Tesla electric car have expected. The launch of the versions Standard It is the confirmation that the company needs to reduce its product to give a boost to sales. Until now, they have based their growth in a very simple formula for the client: nobody gives more autonomy for less money. Simple, simple and Very effective if we take into account your recharge network.
However, little by little the rivals begin to eat ground. Europeans and South Koreans (hello, KIA EV3) They have begun to offer cars of a very similar price. Yes, smaller, but that is not so much problem in Europe where the client does not appreciate (sometimes he does not want) so much cars 4.70 meters onwards. Rivals that, in addition, are taking very interesting cars at a similar price, compliant on a day -to -day basis Although your buyer assumes certain shortcomings if you have to go on a trip (Hello, Renault 5).
(S)Alen. Yes, many Tesla Model and Tesla factories come out, also the Model 3. And, at some point, they will hit an impulse with these versions Standard cheaper (a perfect car for fleets or taxi drivers, for example). But, for now, what does not come out is the TAn expected (and promised) car of 25,000 euros.
Tesla has made design its own success formula but He has also built his own jail. The automobile industry lives with cars with life cycles between six and eight years old. To four or five years, an aesthetic renewal is usually the commercial impulse necessary to sell the car. Elon Musk raised to make his car The Campbell can of cars.
Simple and stylized designs that do not tire too much over the years and that allow a Gigapress that generates an innumerable amount of copies At a frantic pace. The system is the cost economy taken to the extreme. The initial investment is very high but its speed allows you to generate income to A very low unit cost pressing to amortize investment in the shortest possible time.
The problem is that each change triggers the cost of the car. Any small variation in the huge piece is a headache. That prevents changes in the hard points of the car. The chassis must remain almost intact and launch a new product to the market forces huge investments in new machines. When the system is engaged it is perfect but greased is a task that requires a lot of money.
(L)ace. Batteries The batteries remain the main cost of the electric car car. Although the raw material has been cheaper, Toyota and his 1: 6: 9: 90 rule Explain well why they trust hybrids more than electric. With the same economic effort for an electric battery, they get 90 electric hybrids and 6 plug -in hybrids.
Tesla has been working for a long time to reduce batteries, He trusted a lot in the new 4680 batteries of cylindrical cells. But the results make it clear that You can’t get enough to reduce them enough As to sell it in a small car.
Or do not get sufficient energy density To, in the same size, offer a satisfactory user experience. Right now, who buys an electric car of 25,000 euros knows that he cannot aspire to a battery greater than 50 kWh. That implies that he will not be able to travel 300 kilometers with a single load and that attempts against that intrinsic value that Tesla has to give more kilometers for less money.
(C)Evenas. The results. The company is seeing how the rivals eat land. In China they are happening to them above with most ambitious proposals in software. And in Europe, the other major electric car market, Europeans (With Volkswagen at the head) They are planted by Battle in Sales. Elon Musk’s explicit support to the extreme right In Germany it has not been seen with the best eyes in the local market and/or Franceanother of the company’s great shores in our continent.
It is very easy to say that Tesla could launch a cheaper electric car and sweep in the market. Yes, it is evident. But it is also evident that this statement ignores that the company has been looking for a way to simplify the car with even bigger parts of its gigapress (And he has not succeeded). It also overlooks that it has not been able to reduce the car batteries that take a huge pinch of the final cost of the car.
And it ignores that Tesla would need larger or completely new facilities to assemble these vehicles. To feed these potential purchases you have to have the necessary infrastructure to be able to build those cars. And although now it looks like a giant, Tesla is still a young company that has four models in the wallet and delivered 1.81 million cars in 2023its best year. That Until 2021 did not give a positive result without adding the aid of emission loans. Because Raise a car brand from scratch It is very complicated.
As it is to grow with new products.
NSLC. All these data only exemplify the biggest stumbling block with which Tesla is to launch a new car. That long -awaited car of 25,000 euros:
No.
They leave.
The.
Accounts
Photo | Tesla
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