Disclaimer: I drive Toyota, but I don't work for any car companies.
[0]: https://www.cnet.com/roadshow/news/toyota-to-introduce-10-el...
Disclaimer: I drive Toyota, but I don't work for any car companies.
[0]: https://www.cnet.com/roadshow/news/toyota-to-introduce-10-el...
We've heard variants on the parent-comments line of thinking ever since the Model S came out in 2012. Yet, fast forward to 2019, and the gap between Tesla and traditional automakers has only widened (to name a few axes: EV sales, EV margins, rate of software improvements/OTA updates, Supercharger network, battery production).
This is what should terrify big automakers: it's not that Tesla's gap is per se insurmountable; it's that the pace at which Tesla is improving and innovating is far greater than the pace at which any other automaker is doing it.
Most comparative analyses between Tesla and other auto companies suffer from a fallacy that relates to this: they compare the Tesla of today to the ___ of tomorrow. Perhaps some day a traditional auto manufacturer will offer an all-electric, self-driving car. But how long is it going to take them to get there? Not to announce something, or to design a concept car, but to actually build them and sell them at scale and with positive margins? And what will Tesla offer by the time they do?
My wager is that by the time Toyota offers a compelling all-electric car (by today's standards), the feature gap between a $x Tesla and a $x Toyota will be so great that the Toyota will no longer be compelling to the market.
Throw in lower margins as companies build their first EVs, the baggage of dealerships, a likely recession some time in the next decade, and it's not at all clear to me how traditional manufacturers like Toyota will survive the transition.
What portion of Telsa's pace of improvements and innovation would you say is due to Telsa only recently having got started at this, 16 years ago, compared to Toyota 86 year history of automobile manufacturing, or Ford's 116 years.
It's not so great for hardware, because iteration means that newer builds of existing models may not share the same parts or designs, increasing the costs of maintenance. It's even worse for consumer hardware, because consumers will do all sorts of crazy things to/with their hardware.
Tesla couldn't keep up with the demand for repair parts before the Model 3 surge last fall. How will they manage if every part essentially needs to be custom made since they're constantly changing the parts?
That's not what happens in practice. Their revisions still obey interfaces wherever possible and follow the principles of modularity. E.g. when a v1 Model S door handle breaks, they replace it with the v3 version. When a v1 battery fails, they replace it with the v6 version.
Toyota will do it by being the world's largest car company. Toyota and Volkswagen each delivered over 10 million cars in 2018 alone:
https://www.autoblog.com/2019/01/11/vw-group-2018-total-sale...
Tesla meanwhile has sold somewhere in the order of 532,000 cars total since 2008:
Barring some kind of failure, whether mechanical, electrical, or electronic, I know with certainty the cars I own will perform tomorrow fairly well exactly as they did today.
Looking at the Geneva Motor Show, almost every manufacturer is really moving towards EVs (Toyota being one of the slower ones to make this move). Tesla is just going to have to deal with actual competitors very soon.
If you think one company is finally getting serious about actually making EV "en masse", look for their plans to build battery gigafactories: if there's none, then they will not have the production capacity to make the EV they're talking about (but they'll certainly green-wash consumers with big time ads)... unless we start to hear about gargantuan plans from LG, Samsung and the like. But we're still waiting.
I wonder if Tesla/Panasonic will at some point start selling mass produced batteries to the traditional car manufacturers. Once EVs become mainstream, consumers will start expecting choice.
Tesla have much bigger contracts with Panasonic, and already supplies cells from Samsung and LG for stationary storage and is inquiring CATL as the main supplier of the Shanghai factory.
Since Tesla is crushing them in EV volume and should continue to do so for years to come, I don't see how VW can compete in cost and even in tech.
>I wonder if Tesla/Panasonic will at some point start selling mass produced batteries to the traditional car manufacturers. Once EVs become mainstream, consumers will start expecting choice.
I doubt it, at least until Tesla is demand-constrained. By then, they'll keep all the batteries for their car and energy storage business and let the competition fight for the leftover.