As a global new energy vehicle company, Tesla has not only achieved rapid sales growth in recent years, but its market influence has also become stronger and stronger. So how did Tesla, a company with no car manufacturing experience, become a global new energy vehicle giant in less than 16 years after its establishment? Can Tesla's success and development model be replicated?
First of all, Tesla established its high-end brand positioning in its early days. First, it uses high-performance sports cars to attract the public's attention and open up the market, and then uses the three-generation product positioning to gradually sink into the path of product promotion and integration. This is very similar to my country's new car-making force NIO, and also highlights the importance of high-end brand image. However, in the current new energy vehicle market in my country, due to the increasing competition pressure among brands, the price and positioning of new energy products should not be too high. This is still far behind the US market.
Secondly, the reason why Tesla can maintain its sales volume has a lot to do with the high performance and intelligence of its products. Compared with other new energy vehicle companies, Tesla has a lot of black technology, and even has some patents and technologies that are at the world's leading level. For example, its independently developed vehicle operating system and autonomous driving technology have surpassed most new energy vehicles. enterprise. Moreover, Tesla's annual R&D funds and R&D intensity ratio can reach more than 10, which is also worthy of learning and reference from traditional new energy car companies. After all, only innovation is the key to attracting users.
Finally, in addition to the car products themselves, Tesla’s high requirements and standards for after-sales and energy services are also the key to its success. In addition to continuously pushing new software and functions to car owners through OTA, Tesla is also committed to research and development and promotion in other fields, creating closed services for automobiles and energy. In addition, Tesla's brand marketing method is different from traditional car companies. It adopts a direct sales model, which not only reduces marketing costs, but also helps improve its after-sales service and user experience.
To sum up, there are many factors for Tesla’s success. In addition to the positioning and performance of the product itself, Tesla’s marketing model and the construction of a vertical production chain are very important. It is still difficult to completely copy Tesla's development model in the current fiercely competitive new energy vehicle market, but it is still necessary to learn from it.
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This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.