This might be a controversial strategy discussion but let me ask the question still.
I feel Tesla doesn't have the right strategy to sell cars today to people who are not rich technology geeks. And I sit in the glass house, having a P85 delivered December... Still let me throw a few stones:
- I see videos on long distance travel with supercharger networks (that will take years to roll out)
- I see videos on swapping batteries in 90 seconds (with a robot handling tonnes of weight and screws that will take years to roll out)
The fact of the matter: Every day use is <50 km for 95%+ There are statistics on this that are even more aggressive. But let's assume the above. Why, if you want to sell today to people that can afford a 100k€+ car but are no geeks and want it to just work, not post videos on charging a MS in 8 hours after 200km of driving over night in your garage on a regular 230V/16A 3,7kW outlet without even having to ever drive to a gas station. Your car is 100% charged every morning. If you really have to drive somewhere else, be realistic and if you don't think it is realistic to charge in between or at the destination, get a rental ICE, if you can pay 100k€ for a car that won't be an issue.
I would focus more on e.g. moving politicians in Germany (where I live) to make sure that the public network that has been built with charging stations (by the tax payer and local utilities, not Tesla) actually is not misused for free additional parking by ICE cars. That operators of public parking need to have reserved recharging stations (please not proprietary Tesla superchargers but standardized). That there are defined offerings to get your garage upgraded to 3phase/400V/32A without having to become an electrical engineer at a predictable price (non geek customers, remember?) and being ripped of by your local "expert".
If I would want a public company like Tesla to thrive, I would focus on explaining people why today you can buy with no worries such a car and support that you can, not actually send the message that there are a lot of "geeky" things the future (maybe even the near future) will bring but, at the same time, for non-geeks that you rather should wait for those to materialize in a few years.
I think Tesla, except for the pricing limiting the target customer base, has managed to make the electrical car as your only day to day car a reality. Today, not after implementation of superchargers, battery exchangers, etc. Why not leverage that in the go to market and open the customer base from rich geeks with early adoption readiness and a love for bleeding edge technology, to just people who can afford a 5 meter/2.2 ton/5-7 seat large trunk and frunk comfortable nice looking luxury limousine with crazy performance (which is the much larger customer base)?
Any thoughts on that?
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