Tesla Test drive experience: Cold thinking behind the Heat storm

Wen/Jinshan Network CEO Fu we should pay attention to the subversive nature of Tesla. It's not just an electric car, it's a great car. Before Tesla, no electric car had made such a great achievement. Now its shares have risen so much that market capitalisation has overtaken traditional carmakers such as Fiat. Tesla, which was not popular at first, experienced a lot of unknown controversy. It may not be known that Tesla started making cars since 2003, and did not launch the first car until 2008. As of today, it took almost 10 years to get a real better growth. None of the traditional carmakers have made a car like this, why Tesla can? If we just analyze a car, the question is easy to answer. But first, think: Why do we need an electric car? What is the advantage of electric cars, why the previous electric cars did not succeed? Answer the first question first. The reason I've heard the most about choosing an electric car is environmental protection and saving money. In fact, environmental protection is not much of a relationship. Although the air is very poor, the average person willing to drive to work or not to choose the bus, the refueling still hard to refuel. Save a little, but I've also seen some electric and hybrid models where electric cars can save less than the money you pay for a car. Everyone has the impression that the electric car itself is very expensive. Along the way, why is the concept of electric cars shouting for so long, we do not produce demand? First, it's expensive. The electric cars I know are expensive. Second, the car suddenly lost power what to do? If a car needs to run a lot of cities to rent an electric car, it needs to be powered by a specific power station. However, battery technology is very troublesome, mains is very difficult to charge, generally to special power station. This process will lead to charging time is very long, the charging process is also very painful. Third, the market can be seen in the electric vehicle configuration is very general. For example, the traditional car manufacturers are to take an existing model for transformation, the engine to replace the motor, and then advertised themselves as environmental protection and so on the electric car, but the actual façade. In addition, the Internet also has a saying, the motor is very easy to bad, bad on the special trouble, after-sales service is also inconvenient. So this is a problem for the electric vehicle itself. Why did Tesla succeed? I think there are three main points: one of the reasons, it determines its own core positioning, that is, the electric car itself is not positioning, very cool sports car is positioning. This is very important. Users must want to buy a cool car instead of buying an electric car or a petrol or diesel car. To think backwards, I'm not trying to be an electric car, but to make a cool car that everyone can touch. How does it make it cool? The first element is hyper-running. Tesla is currently in the sale of the car hundred kilometers to speed up only 4.2 seconds. What is this concept? I am more research on the acceleration of hundred kilometers. As a person who likes cars, I am very entangled in this indicator. The person who likes the car is very eager for the feeling of super run, especially the acceleration feeling of stepping on the accelerator, the feeling of pushing back is stronger than the takeoff of the airplane. Apart from the kind of sports cars that are not used,Under 2 million there is no hundred kilometer acceleration in 6 seconds of the car, and Tesla only needs 4.2 seconds. As far as I know, 4 seconds is super supercar, within 5 seconds is a super run. Within 5 seconds in the domestic basically more than 2 million or more than 1.5 million of the car. Tesla is able to do 4.2 seconds, in the United States, the price of 100,000 U.S. dollars, almost more than 600,000 yuan, relatively super run is already very cheap. What is the biggest advantage of an electric motor? is to step on the accelerator to go, do not need to gear up, do not need to change gears, one foot on the go, the current went up, accelerated particularly fast. Tesla put the motor to its fullest. The second element is pure electric. Tesla solved several key problems, namely, charging. How to solve it? First of all, Tesla's charge is only 4.5 hours in full, and it can reach more than 400 kilometers, is already very high, equivalent to filling a box of oil. Second, ordinary home electricity can be charged. I remember 12 hours full of 60%, but also in the promotion of car parks in various places to carry out this kind of business, with electricity through a certain swing can be used. In addition, Tesla is actively promoting cooperation with other companies to build charging services throughout the United States and to add the above charging piles in various car parks. So Tesla just drives out and goes to the parking lot to recharge. To make the most of it, they made thousands of batteries on the car site. This design greatly frees up the car space. Passengers can put their luggage directly under the hood of the car, the trunk in addition to the storage also equipped with two children's seats, plus five adults, a super run can accommodate seven people, have to let people heart. The two reasons for Tesla's success are the very simplified design. The people in their company told me that Tesla was designing the car with Apple's mind, a minimalist design that would be extreme at every point of experience. One of the experience points is the door handle for automatic telescopic induction, when the key is close to automatically open from the state, this small detail makes me feel very fulfilling. At present, all car doors are either embedded or pulled out, but Tesla's door handles are embedded inside, tightly closed, and when you go over it knows you are coming, it will automatically turn up, this feeling is very good. The most commendable is that the entire central Control board in the car, almost canceled all the physical buttons, car function keys such as: volume, air-conditioning, navigation and so on 17-inch LCD screen operation completed. And, the Internet experience can be achieved through a 3G card. So when you hear about the concept car and then sit in the cab, you basically don't want to leave. The third reason for Tesla's success is the direct marketing model. Tesla cancels the traditional 4S shop. This is like millet, or millet is like it. We know that there is no 4S shop before, how to sell cars? Who might buy this car? Never Sat. Now it is texting you to drive a test, you feel good to buy, and Tesla will dare to cancel the distribution network. It only has the experience shop, uses the order mode only. Some people have been booked for almost a year and haven't got the car yet. In addition to the above three points, we push back: Is Tesla's success because it is an electric car? Not really. To be exact, it's a cool, super-running, practical, stylish, inexpensive, least expensive car. Therefore, it is very important to really understand the needs of users, users will not pay for a so-called "electric" concept. Tesla is making cars with different internet thinking. It has made subversion in many places, including strong practicality, extreme details and a way of marketing. Once these points have been established, all of its techniques are played around this direction. When the traditional car manufacturers reacted, it was too late. I've said many times that the most important thing about the Internet is to build a brand. When you accept the brand, it will be very difficult to accommodate another brand in the market. As the Cheetah cleanup Guru becomes the world's first cleaning software, no one cares who the penis is. and manufacturing industry, the more need to establish barriers through Internet brands. I read about how to make a good internet product from Tesla, and I read about the subversive nature of the "Tesla craze" from the perspective of the industry. Next, I will continue to share with you some of the experiences and feelings I have had to drive Tesla personally in Silicon Valley, and welcome attention. (Disclaimer: This article only represents the author's opinion, does not represent Sina's position.) ）