Few companies can achieve two milestones in the company’s history in a week, and Tesla is the “son of the day.” The first million Tesla electric cars in the company’s history was launched, and five days later, the company’s fourth mass-produced model, the Model Y, officially opened for delivery.
Musk tweeted: “Congratulations to the Tesla team on building our 1 millionth car! “It’s a big, Twitter
It took Tesla 12 years from building its first car to 1 million off-line. From a product perspective, it’s another tesla victory. And from the business observation behind the product, its history is also worth playing with.
1st car: Roadster
In February 2008, a red sports car slowly walked off the production line inside the factory and stopped next to Elon Musk. It was Tesla’s first officially delivered mass-produced model, the Tesla Roadster, and the company’s first “fruit” in its four-and-a-half years.
At the time, Tesla did not have a separate plant, and the Tesla Roadster evolved from the Lotus Elise chassis, which offers a vehicle kit other than the powertrain. Because Tesla ordered only 2,500 vehicle kits from Lotus, and the contract expired in December 2011, Tesla Roadster produced 2,450 units and was discontinued in January 2012.
Under Tesla’s plan, the company would first target the high-end market, then move on, eventually reaching the largest market at a civilian price. So the Tesla Roadster is the most expensive convertible, the Model S/X is for the luxury market, and the Model 3 and Model Y are the larger market choices. According to Musk, “New technologies in any field are optimized by several versions before entering the mass market.” “Competing with electric vehicles is a 150-year-old, trillion-dollar fuel car, and a “down-to-dimensional strike” from high to low may be the best option.
Six months later, Tesla’s first mass-produced model S began delivery, and the cars that really belong to Tesla are just beginning.
10,000: Tesla in dispute
While there are no exact figures for when Tesla’s 10,000 cars will be released, sales figures suggest that the 10,000-car spot occurred in the first half of 2013.
2013 was a more awkward time for Tesla. On the one hand, Tesla’s first profit since its launch, and its share price has soared. Tesla’s share price nearly doubled in a week after its first-quarter results in 2013.
But it’s worth noting that Tesla’s profitability isn’t entirely based on selling cars.
Tesla said its gross margin rose from 8 percent to 17 percent in the quarter as a result of increased Model S production and lower parts costs, part of its quarterly earnings, and that cost-effectiveness was also a key tool for Tesla’s earnings in the years that followed. But at the same time, 12 percent of revenue for the quarter ($68 million) came from “greenhouse gas creditliness” sold to other automakers.
Greenhouse gas credits are designed to reduce greenhouse gas emissions. In the automotive industry, policies on greenhouse gas emissions are tighter, with California requiring car companies to sell zero-emission vehicles (ZEVs) that could face high taxes if they don’t sell enough ZEVs. Since Tesla produces all of its zero-emissions electric cars, their credit lines can be sold to other car companies and, of course, a part of the company’s revenue. Since 2010, Tesla has generated nearly $2 billion in revenue by selling creditliness for greenhouse gas emissions, Bloomberg reported.
It has also led to questions about Tesla’s profitability, raising questions about Tesla’s profitability: while it has sold tens of thousands of copies in the U.S., the Model S is still a toy for the rich and geeks worldwide. Many also hold the view that electric cars are hard to see in the future.
In the first two quarters of 2013, Tesla sold 1,050 Model Ss at an average price of $80,000, or $800 million. The point of question is: how many more will pay for such an expensive car when it sells 10,000?
In addition, the U.S. subsidies of $7,500 per electric car, with large subsidies, Tesla’s “forebears”, Fisker, VPG, and Coda, have filed for bankruptcy protection or closed down, making it difficult to maintain long-term confidence in Tesla. “The only solution is for Tesla to stop making cars to survive,” even one media outlet wrote. “In hindsight, Tesla hit a lot of people in the face.
100,000 units: Compete with yourself
In the third quarter of 2015, Tesla’s 100,000th electric car was officially launched.
Tesla doesn’t seem to see production of 100,000 vehicles as a milestone, and there may be more important things waiting for them: in the last two days of September 2015, Tesla delivered six Model Xs.
From the outside, with experience in mass production of Model S (at the time model S sold 11,597 units), Model X should be produced without any challenges. Musk may think so, but the reality is that model X is still extremely difficult to build.
The Model X, which was booked in 2012, is scheduled to be delivered by Tesla in 2014. But Model S’s production difficulties made the company realize that building a car was not an easy task, and the Delivery time for model X was delayed. According to The Geek Park (ID: Geekpark), Model X “jumped” at least three times. The last time you jumped tickets was to design a very cool Eagle Wing door, but it was extremely difficult in the actual manufacturing process.
“Model X is the most difficult car in the world to make,” Musk said during this time, a view echoed by industry insiders. Slightly different from the difficulties of mass-producing Model S, Model X has dug too many holes in the design, resulting in little previous experience.
From 10,000 to 100,000 vehicles, after two years of development, the voices that have raised questions about Tesla and electric cars have grown, and more and more people are becoming interested in Tesla. Perhaps for a new car-builder with no years of history of mass production, it’s a process of tesla’s own struggle.
In addition to Model X delivery, Tesla has launched a growth-stimulating business at this point in time: Autopilot.
Autopilot is available in Tesla’s software version V7.0, and the V7.0 is released just a month after the Model X is delivered, and the V7 version is partly designed to build momentum for the new car. In addition to big hardware like cars, Autopilot, as a software-side assisted driving system, has succeeded in raising the competitiveness of Tesla’s software to the next level.
50-1 million: Turn on acceleration
Tesla’s 500,000th car was born faster than people thought.
If Tesla’s earnings figures are taken to the bottom of the line, from 10,000 to 100,000, it took Tesla more than two years, and from 300,000 to 500,000, and Tesla took only a year, from 500,000 to 1 million? It’s only a year old.
The 500,000th Tesla was born in the fourth quarter of 2018, and it also happened that Tesla sold 500,000 vehicles worldwide and 10 billion miles of electric vehicles.
Tesla’s annual production is increasing. Geek Park Cartography
Achievements are not a sudden achievement, but 2018 is indeed A Turning Year for Tesla.
As Tesla plans, the Model 3 is a “most people can afford” vehicle, cost-effective to make the Model 3 a hit. But when Model 3 starts production in 2017, Tesla’s start-up encounter with “mass-producing hell” has been delayed because the Model 3 uses a new platform and high expectations of automation on the production line.
It wasn’t until the third quarter of 2018 that Tesla got out of the mass production problem and got on track. It was also the third profit in Tesla’s history, and this time it was a “car sell” to achieve its goal.
Since then, Tesla has embarked on an “accelerated” process, with model 3 series of positive factors such as more people-friendly prices, soaring global demand, and Chinese factories. The arrival of the 1 millionth Tesla is no surprise. Even model Y, which was originally scheduled to be delivered only this summer, is pushed forward to March.
For Tesla, the millionth car is history, and the Model Y is a whole new starting point, waiting for Tesla to step on the accelerator and head for the next highlight.