One day, one GM and one Ford are dropped. Who will Musk save first in terms of sales and quality control?
On the vast sea, the strong wind gathered dark clouds. Between the dark clouds and the sea, Haiyan flies proudly like black lightning. In the roaring sea, in the middle of lightning, flying proudly; This is the prophet of victory shouting:-let the storm come more violently!
This poem Haiyan from Gorky is very suitable for Tesla today. Gale and rainstorm, dark clouds and lightning, for Tesla, who has already passed a comfortable period, such a storm seems to come too fast.
according to the latest August sales data, the domestic Tesla sold 11,8 vehicles in August, an increase of about 7% compared with July (the domestic wholesale sales of pure electric vehicles in August was 82,5 vehicles). It seems that since Tesla rolled off the domestic production line, the sales volume of over 1, vehicles is the standard for it to enter the market. The cumulative sales volume in the first half of this year alone has exceeded 4, vehicles, which has made the China market a "geomantic treasure" for its global sales surge. However, behind Tesla's rising tide, the word-of-mouth is slowly moving in the opposite direction with the sales figures, and there is even a social phenomenon of "selling while scolding Tesla" in the domestic market.
Tesla's balance is tilting. On the one hand, it is sales volume, and on the other hand, it is word of mouth. How to save it? So far, Musk has not given an answer.
draw the next ticket
Zhang ailing said that it is early to become famous. But Tesla's famous way always likes the sword to go sideways.
under the positive heat for several months in a row, Tesla's "death" trait has returned. Tesla Model happened in Nanchong, Sichuan on September 5? The news that X female car owners hit multiple cars and pedestrians on the roadside, causing two deaths, six injuries and multiple car damages, exploded on the Internet.
It is understood that this accident is by far the most fatal traffic accident caused by Tesla in the world. Because of this incident, "9.5 Nanchong Tesla Out of Control Accident" has been included in Baidu Encyclopedia, which shows the seriousness of the situation.
interestingly, however, Tesla's official explanation did not appear on its official Weibo "Tesla", but was posted on "Tesla Customer Support" Weibo with only 5,169 fans.
On September 7th, Tao Lin, vice president of external affairs of Tesla, wrote in Tesla Customer Support, "Please understand that we really can't share more information at present in order to protect customer privacy and comply with relevant regulations. We also urge netizens to maintain a good public opinion environment with us and not to spread customer privacy and other unconfirmed news and speculation. After the accident investigation is clear, we will announce it to the public as soon as possible with the consent of all parties. Thank you! "
Although "Tesla Customer Support" is an official account of Tesla in Weibo, its attention has always been very small, and the popularity of forwarding and commenting will naturally not be much. This magical operation of Tesla will inevitably leave too much room for imagination.
Now Tesla seems to have won the lottery, and the dark "little tail" followed closely.
netizens also pulled out the complaint records against Tesla on the domestic automobile complaint platform. From 218 to now, the quality problems of Tesla models have always been the biggest "hidden danger". The complaints mainly focus on the quality problems such as body accessories, while the problems such as large seams in the car frame, rubber strip cracking, water seepage on the roof in rainy days, rough interior workmanship, etc. are commonplace. Compared with the independent brands with increasingly refined workmanship, Tesla works every month.
not only in China, but also abroad, Tesla is also a big problem of quality control. Last August, it was also because of the delivery of 15 Model by Tesla. 3 There are quality control problems such as tire, paint, car body damage, charging controller, line failure, and loss of emergency call button. The German car rental company NextMove directly canceled 1 Model? 3 purchase agreement.
Perhaps domestic users will choose to buy Tesla. Apart from the infinite daydream about hi-tech cars, the label of "Western products" is also one of the biggest reasons.
But "success is Xiao He, failure is Xiao He", how can Tesla be willing to be planted in quality control?
Not long ago, foreign media exposed an internal email sent by Musk to employees, which pointed out, "Musk said that he would personally participate in the rectification of Tesla's automobile assembly line to solve the production chaos, improve product quality and reduce the number of product rectification."
It seems that Musk finally realized that the safety and overall quality of the models under technology are king. Even if Tesla stands at the top of the pyramid of the new energy vehicle market, its foundation is not firm and it will collapse.
China is the most important market for Tesla's sales at present, and Tesla has no reason to irritate China users. There are still many buyers for Tesla's "technology talent", but as a car company, you must be safe and not "inexplicably out of control" when you return to the essence of the product. This is not the so-called technological attribute, but a way to slowly send yourself to "hell", no matter how cool the technology is.
My biggest enemy is myself
Just two days after Tesla's Nanchong incident in Sichuan, its "storm" also affected overseas markets. On September 9th (Tuesday, US Eastern Time), due to the stranding of the new round of US fiscal stimulus package negotiations, the US stock market opened sharply, and the technology stock was the most affected, and Tesla was recruited.
The data shows that at the close of the US stock market, Tesla reported $33.21, down $88.11 from the previous trading day, and Tesla plunged 21%. Musk's net worth also shrank by $16.5 billion, and his personal net worth fell to $71.4 billion.
actually from 9? Since September, Tesla has fallen by more than 34% and its total market value has evaporated by 16? US$ 1 million, equivalent to over RMB 1 trillion.
Tesla shares, like a roller coaster, have also disappointed a group of shareholders, and analysts pointed out that there are two reasons for the sharp drop of Tesla shares: First, Tesla failed to be selected into the S&P 5 index as expected. S&P Dow Jones did not choose the hot Tesla, but chose the online retailer Etsy? Inc, Tereda, a chip equipment manufacturer, and Condé lent, a medical technology company, although this move is somewhat "cold water", if you think about it, you will find that this is a rational choice, and Tesla shares have soared in just half a year? 6 times, Musk advanced to the top five positions in Forbes list and squeezed out Warren Buffett, which is not normal. Tesla, which has now increased by more than 4%, may be "turned off" to rectify.
second, before the market opened on the 9th, GM announced that it would cooperate with electric truck startup Nikola? By establishing a strategic partnership, GM has acquired a stake of nearly $2 billion in Nikola, and will produce pick trucks. In addition, Badger will be put into production in 222, which will be applied to GM's Ultium battery system and Hydrotec fuel cell technology.
Although Nikola is not a direct rival of Tesla's main product, GM's operation will inevitably be regarded as putting pressure on Tesla, and the most significant result is that GM announced its cooperation with Nikola? After the cooperation of Corp, Tesla shares fell sharply, while Nikola shares and General Motors shares rose by 41% and 7.9% respectively.
After all, when Tesla's highest market value reached $2.2 billion, it was about 5.5 times that of General Motors. This naked humiliation also embarrassed the century-old American automobile giant. Choosing Nikola has some intriguing feelings, both from the perspective of new energy vehicles and GM's unilateral "revenge".
Churchill said, "There are no eternal friends or enemies in the world, only eternal interests." Standing on the heights of interests, they will eventually be doomed to walk on thin ice.
Tesla's sharp drop of 21.6% is the best proof, and this sharp drop has become the biggest one-day drop in Tesla's history. Its market value has dropped by one GM and one Ford, and it has evaporated by about $8 billion.
Maybe no one knows what Musk is thinking. After all, Tesla is just one branch of his many career projects. However, as a car company that can't be ignored in the new energy industry chain, Tesla has created many miracles, but how to maintain the value and depth of miracles is a question that Musk should think about.
in the retail data of passenger car market in August, the wholesale sales of new energy exceeded 1, vehicles in August, up 43.7% year-on-year; Among them, the wholesale sales volume of pure electric vehicles was 82,5, a year-on-year increase of 45%. However, the domestic Tesla in the list of pure electric vehicles in August was not the first. Wuling Hongguang MINI launched by SAIC-GM-Wuling? EV became the "dark horse" that squeezed out Tesla's first throne, Hongguang MINI? EV surpassed Model with sales of 15, vehicles? 3, although Hongguang MINI? EV is not a domestic Model? 3 competing products, but also reflects the catching-up pace of independent brands from the side. Is Tesla underestimating the enemy?
22 is the fastest year for Tesla. However, at present, Tesla, which is suffering from internal troubles and foreign invasion, is also welcoming its "natural disaster". If it passes, it will be another village. If it fails, perhaps the Tesla myth will be scattered like a capital bubble.
it is reported that the main structure of the second-phase construction workshop of Shanghai Super Factory has been completed at present, and the planned production Model? Y has also been put on the agenda, and due to the instability of epidemic situation in Europe and America, China market has become the only choice in Tesla's product increment.
Wen/Guo Er
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.