Tesla is on the hot search again, and it's still a double shot. First, Tesla vehicles rushed into the buns shop, which was suspected to be out of control; Second, Tesla sent a message to bask in milk tea, which was called an apology. It was actually public relations, or it was a failure.
Free hot search, no rubbing, so let's talk about Tesla today.
Tesla, an American electric vehicle and energy company, produces and sells electric vehicles, solar panels and energy storage equipment. Its founders are martin eberhard and Mark Tapenning. In 24, elon musk joined the company and led the A round of financing.
In 28, Roadster, Tesla's first automobile product, was born. In 212, its second automobile product, Models, was born; In 215, the third car product, Model X, was delivered in September. At the end of 217, Model 3 began to be delivered; In February 219, Musk announced that it would open all patents of Tesla electric vehicles. On March 24th, 221, Tesla official website announced its support for bitcoin payment, and Tesla became the first car company in history to support bitcoin car purchase.
1. Tesla's name
Tesla's name comes from a physicist. In 23, martin eberhard and long-term business partner Mark Tapenning decided to set up an electric sports car company. They named the company Tesla to commemorate the great physicist nikola tesla.
Maybe some friends are a little confused when they see this name. Who is nikola tesla?
nikola tesla is the founder of modern AC system.
On July 1th, 1856, he was born in Smilian, then the Austrian Empire. In 1895, he made generator sets for Niagara Power Station in the United States, which is still one of the world-famous hydropower stations. In 1897, he made Marconi's theory of radio communication a reality. In 1898, he built the world's first radio-controlled ship, and patented the radio-controlled technology. In 1899, he invented X-Ray photography. Other inventions include: radio, fax machine, vacuum tube, neon tube, missile navigation and so on. The unit of magnetic density (1Tesla=1Gause) was named after him, indicating his contribution to magnetism.
The growth of Tesla's enterprise has brought nikola tesla back to the eyes of the general public. nikola tesla himself never expected that his glory would reappear in such a way after 1 years.
2. The current head of Tesla
elon musk is the current CEO of Tesla, and when it comes to his resume, it shines like a star.
elon musk graduated from the University of Pennsylvania with a double degree in economics and physics.
From 1995 to 22, Musk and his partners successively set up three companies, namely, online content publishing software "Zip2", electronic payment "X.com" and "PayPal".
In June 22, Musk invested 1 million US dollars to establish SPACEX as the CEO and Chief Technology Officer.
In 24, Musk invested $6.3 million in Tesla Motors as the company's chairman.
In 26, Musk invested $1 million to co-establish Sun City Company, a photovoltaic power generation enterprise, with his partners.
On May 31st, 212, the Dragon capsule of SpaceX, a company owned by Musk, successfully docked with the International Space Station and returned to Earth, which opened the era of private operation of space transportation.
At 4: 45 on February 7, 218, SpaceX's "Heavy Falcon" carrier rocket was successfully launched for the first time at the Kennedy Space Center in the United States, and two first-stage booster rockets were successfully recovered.
On January 9th, 221, Musk's personal assets reached US$ 189.7 billion, making him the new richest man in the world.
Musk is an entrepreneur and an "alternative" investor with fantastic ideas. An ordinary entrepreneur will never "build a car" and "build a rocket" at the same time. In his biography, Musk always wanted the whole world to know that he was completely different from other entrepreneurs in Silicon Valley. He doesn't chase hot spots, and he won't be corroded by the idea of being called a rich man. He has been sticking to his plan. "I really started thinking about these things from college," he said. "This is not a story based on facts. I don't want to be a novice or an opportunist. I'm not an investor either. I like to turn technologies that are useful for the future into reality. "
3. Tesla's mission and vision
Every successful company has its unique mission and vision. For example, Huawei's mission and vision are: focusing on the challenges and pressures that customers pay attention to, providing competitive information and communication solutions and services, and continuously creating maximum value for customers; Enrich people's communication and life. Alibaba's mission and vision are: to live for 12 years; Let there be no hard business in the world.
Tesla naturally has its mission and vision.
elon musk, CEO of Tesla, said that Tesla strives to provide every ordinary consumer with pure electric vehicles within its consumption capacity; Tesla's vision is to "accelerate the global transition to sustainable energy".
4. Tesla's organizational culture
There are five organizational cultures of Tesla, which are:
(1) The fast culture of Silicon Valley: quick decision-making, breaking the rules and execution.
(2) Do what others think is impossible: set high goals and inspire the team to innovate.
(3) First-principles thinking: Starting from the essence of the problem, it emphasizes independent thinking, not conformity.
(4) think like the founder: every employee should have the spirit of ownership.
(5) go all out: the company has the same goal from top to bottom, go all out and achieve its mission.
5. Tesla's organizational structure
is different from traditional car companies' taking 4S stores as the entity center to carry out maintenance. Tesla has built an intelligent after-sales service system with customers as the center, providing seamless online and offline services. On the one hand, the virtual service center can realize remote maintenance for vehicle failures, or make optimized offline service reservation and resource allocation, thus reducing the time and maintenance cost of vehicles that are "unusable". On the other hand, Tesla vehicles can be improved day by day through in-flight software upgrades, and owners can enjoy a better car experience without changing cars.
6. Tesla's landing in China
In the first half of 218, Musk was overwhelmed by the company's production capacity, debt and short sellers on Wall Street. He urgently needs practical actions that can boost investors' confidence. At this time, according to statista's data, the sales volume of electric vehicles in China in 217 has reached 579,, which is the country with the largest sales volume of electric vehicles in the world, and also the country with the highest sales volume of Tesla except the United States. Such a market with great potential can be said to be very attractive to Musk and Tesla.
however, according to China's "automobile industry policy" issued in 1994, foreign investors investing in China to set up enterprises producing automobiles and engines need to establish joint ventures with China, and the proportion of Chinese investment shall not be less than 5%. This hard rule has not broken the old horse's mind. He is still fighting for the possibility of getting Tesla out of trouble.
On April 17, 218, the National Development and Reform Commission officially announced that it would cancel the restriction on the foreign share ratio of new energy vehicles in 218, and the opportunity for Laoma finally came.
On July 1th of the same year, Tesla CEO Musk went to Shanghai, and Tesla signed an investment agreement with Shanghai Lingang Management Committee and Lingang Group * *, announcing that it would set up a factory in China. Tesla became the first wholly foreign-owned automobile manufacturing enterprise since the founding of the People's Republic of China.
Tesla's super factory landing in China is like a catfish mixed in a sardine group. It is an effective measure to stimulate the vitality of China's new energy vehicle market, at the same time, it also promotes the optimization and upgrading of the entire industrial chain of China-based energy vehicles, and provides consumers with more brand choices.
judging from the financial data of Tesla in China in recent years, its achievements are also remarkable. In short, this is a win-win cooperation.
7. What do you think of Tesla's recent negative news?
Why is Tesla caught in the current public opinion dilemma? I think there are four main reasons: first, Tesla's management system is flawed and its ability to deal with accidents is insufficient, which accounts for about 5 points; Second, Tesla's autopilot technology is flawed and needs to be improved, accounting for about 3%; Third, after experiencing the fanatical "Tesla buying tide", consumers' attitude towards Tesla tends to be rational, accounting for 1%; Fourth, some competitive enterprises add fuel to the flames, accounting for 1%.
If we give it a score, I think the first reason can score 5 points, the second one can score 3 points, the third one can score 1 points, and the fourth one can score 1 points. Next, let me talk about why this is graded.
the defects of Tesla's management system are absolutely the most important. Not to mention, recently, Tesla issued an apology in the middle of the night, and the owner of the sun gave Tesla some milk tea, which was directly taken out by thoughtful netizens with distinctive personal labels such as "specially marked half sugar, three sugar, no ice". A normal person would not be so careful about ordering takeout for his friends, but the milk tea given to strangers was so considerate. There is no doubt that this is a farce directed and performed by Tesla. An enterprise with a mature management system would never do such a ridiculous thing. Moreover, Tao Lin, the global vice president of Tesla, said in an interview that "never compromise" is really a great record in the world. These problems should not have appeared in a mature enterprise, but Tesla really made such a ridiculous move, indicating that its internal management system is chaotic and the department construction is lacking.
brake failure and out-of-control of vehicles occur to some extent in every car company. For example, in August 22, a case of brake failure of Nissan Teana was reported, and in May of the same year, a case of brake failure occurred in LI ... Why didn't they cause a big storm? This is closely related to their ability to deal with emergencies.
Let's take a look at LI's apology statement:
Let's "appreciate" Tesla's apology statement again:
This level of public relations has opened the eyes of netizens in Weibo, and some people even said: Give me the money, and I can give you dozens of such notices. It can be said that Tesla stepped down from the altar, and its institutional defects can account for half of the responsibility.
As for the defects of Tesla's self-driving technology, this is not a questionable problem. Once, Zhihu bosses did experiments with Tesla cars, which proved that Tesla did produce inexplicable data disappearance during collision. No matter how big the technical defects of Tesla itself are, continuous innovation and improvement is what it should do. Many cases of Tesla's out-of-control have occurred in a concentrated manner. After all, it is not groundless.
There is nothing to say about the third point. Seeing that so many people criticize Tesla now, we can feel the rapid decline of Tesla's influence in people's minds. I want to focus on the fourth point, which is fueled by some competitors.
some people may ask, do you have any evidence? Come casually. I really ... don't have any evidence.
But I want to say another thing. I wonder if you still remember that not long ago, Wang Xing criticized Huawei's car-making "the ability to fool and the technical ability are equal to Tesla"? It was pointed out that Wang Xing took a share in LI, while LI and Huawei built cars in a competitive relationship, and this wave was related to interests.
Huawei has just entered the sea to build cars. As the leader of new energy vehicles, can Tesla not be regarded as a thorn in the side of many competitors? It's not strange that you can't ridicule a few words in the open and pull more or less behind your back, is it? Businessmen are profit-seeking. When Tesla falls, the cake in the new energy automobile market will be re-divided. Who doesn't want to take the opportunity to get more benefits?
well, that's the end of today's sharing. I'll see you on the watch list ~