Tesla’s marketing strategies in China could address the negative narrative in the US


Over the course of the massive roller coaster ride that was Tesla’s first and second quarters this year, it has become particularly evident that the electric car maker is dealing with a lot of misinformation. After the first quarter’s lower-than-expected results, for example, Tesla faced multiple narratives suggesting that the demand for the company’s vehicles was fast declining, and that its growth story was dead. It was not until Tesla revealed its higher-than-expected delivery and production numbers in the second quarter that the narrative surrounding the company shifted a little bit for the better.

Being one of the most shorted companies in the market, Tesla is no stranger to misinformation campaigns. The company’s vehicles consistently rank high with safety agencies, yet the idea that the Model 3, S, and X are dangerous and catch fire all the time continues to persist. Tesla’s quarterly safety reports have consistently shown that fewer accidents happen when Autopilot is activated, but the driver-assist system is perceived as dangerous by a notable demographic of would-be car buyers nonetheless — and these are but the tip of the iceberg.

One of the most striking portions of Tesla’s 2019 Annual Shareholder Meeting last month involved a number of retail investors brainstorming solutions to address the alarming amount of misinformation surrounding the company. Responding to the concerned shareholders, Elon Musk admitted that he is at a little bit of a loss when it comes to battling the negativity surrounding Tesla, though he expressed his dislike for advertising campaigns that are deceptive to consumers. Nevertheless, considering that the Tesla Model 3 is now breaking into a market that is larger than it has ever dealt with before, it would be wise for the electric car maker to find a solid, subtle strategy that allows it to reach a wider audience, while shifting the narrative to a more positive direction in the process.

(Photo: Tesla)
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What is pretty remarkable is that Tesla does not need to look far to find a marketing strategy that works without being deceptive. Over in China, there is a company that has shown a notable degree of cleverness with its marketing efforts, utilizing creative campaigns that help improve the perception of the public to its brand. That company is Tesla.

Tesla has been around in China since 2014, when it started delivering the Model S to the region. For the most part, Tesla has competed much like a niche carmaker in the country, with the Model S and Model X being high-priced premium vehicles that are, in some way, considered as status symbols for the wealthy. This is changing with the arrival of the Model 3, as the electric sedan’s lower price opens up the Tesla ecosystem to a far broader demographic. The buildout of Gigafactory 3 in Shanghai, which will be producing locally-made Model 3 and Model Y, will make Tesla’s vehicles even more accessible to the mainstream market in the near future.

With Model 3 deliveries already underway and with Gigafactory 3’s buildout progressing faster than expected, it is pertinent for Tesla to ensure that the company is well marketed for Chinese consumers. This is where things get particularly interesting, since Tesla has been conducting a subtle, clever, and likely effective marketing campaign for the Chinese market as of late. Immediately noticeable is the care that the company has taken to respect the country’s culture and traditions, as shown in the tastefully-designed cards Tesla sent out during last month’s Dragon Boat Festival, and the reviewers that the electric car maker released for high school students in the days leading up to the national college examination. These were simple gestures, but they showed that Tesla is a company that is respectful and grounded.

Other marketing campaigns that have raised Tesla’s visibility in the Chinese market have been equally tasteful. Just recently, Tesla and QQ Music, a popular music streaming service in the country, held a series of “Music Parties” in key cities. These were hip events that were aimed at the younger demographic, many of whom are or will be looking to buy their first vehicle in the near future. The company has also launched a Tesla Performance Driving School, which involves the company hiring professional drivers to teach Model 3 owners how to get the most fun out of their vehicles. This program promotes the capabilities of the Model 3 Performance, while giving the impression that Tesla is a responsible company that encourages high-speed driving in safe, regulated environments.

Also notable were Tesla-organized road trips, which are extended journeys over scenic routes that are aimed at promoting the company’s vehicles and the convenience of the Supercharger Network. Online, Tesla’s active marketing strategies in China are quite impressive as well, as evidenced by the spread of tutorials featuring its vehicles and their features. These pages, one which could be accessed here, feature clear guidelines about Autopilot’s proper utilization, its features, its limitations, and the responsibilities of the driver while the system is in use.

When it comes to battling misinformation, the best strategy is always to provide the right information. To shift a subjectively negative narrative, it is best to foster an objectively positive narrative. Contrary to Elon Musk’s statements during the Annual Shareholder Meeting, it appears that Tesla already has a pretty good strategy that has the potential to address, at least to some degree, the misconceptions and misinformation surrounding the company in the United States. Granted, Tesla currently enjoys widespread support from the Chinese government, and the United States is a far more challenging market than China, but considering what’s at stake, these marketing efforts might very well be worth a try.

Tesla’s marketing strategies in China could address the negative narrative in the US


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SpaceX to build massive, new Hyperloop tunnel for 2020 competition, says Elon Musk


SpaceX just completed its fourth hosted Hyperloop competition since its 2017 debut and Hyperloop inventor and CEO Elon Musk capped the successful event with a big claim: in 2020, SpaceX plans to host Competition 5 at a brand-new vacuum tunnel that could offer all kinds of new opportunities to next year’s student teams.

According to Musk, that new track – presumably to be built by The Boring Company with SpaceX help – could be up to 10 km (6.2 mi) in length, will support a full vacuum like its 1.6 km (1 mi) predecessor, and will feature a curved track. Altogether, those features could support truly insane top speeds and allow teams to test pods with far more realistic acceleration profiles relative to those that have been tested at SpaceX’s track in the last few years. Furthermore, Musk specifically described the new track as a “10km vacuum tunnel”, immediately bringing to mind the obvious possibility of a new Boring Company collaboration.

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As mentioned above, SpaceX just wrapped up its fourth Hyperloop competition in two years. Of the 21 teams that won slots in the event, only four were judged by SpaceX to be ready for speed runs. Of those four, the German team TUM Hyperloop (formerly WARR Hyperloop) reached a top speed of 288 mph (463 km/h, 128 m/s) before the pod suffered visible damage and performed a flawless emergency stop, pulling dozens of Gs and coming to a halt in just 50-100m.

In a nominal outcome, TUM Hyperloop anticipated that their fourth-generation pod could reach a top speed of more than half the speed of sound (~380+ mph, 600+ km/h). In 2018, they achieved a spectacular top speed of 290 mph, just slightly edging out Pod IV’s pre-anomaly performance this year. The runner-up, Swissloop, reached a still-impressive top speed of ~160 mph (260 km/h), a demonstrating of just how far ahead of its peers TUM/WARR remains.

At the end of the day, speed records are just icing on the Hyperloop Competition cake, following the main motivation of offering an almost unbeatable applied engineering learning opportunity for student groups around the world.

Hyperloop Alpha?

Assuming SpaceX and/or The Boring Company manage to pull off a minor engineering miracle and successfully build a “10km vacuum tunnel” in a single year, the company will have easily set itself up to host countless more competitions in the coming years. Additionally, assuming that “tunnel” refers to a full-scale tunnel capable of being built by The Boring Company, SpaceX’s new Hyperloop test facilities will be at or very near full-scale relative to the operational, human-rated transportation system that is the concept’s ultimate goal.

The test tunnel quite literally bored under the current above-ground Hyperloop track has a final usable diameter of 12 feet (3.7m), more than double the 6-foot (1.8m) diameter of the track currently used for competitions. Additionally, it would be even larger than Hyperloop One’s ~11 foot (3.3m) diameter Nevada test track. Ultimately, such a large tunnel would simultaneously give The Boring Company experience with building a true vacuum tunnel system and provide an opportunity for full-scale vacuum train (i.e. hyperloop) testing over unprecedented distances.

Maybe, just maybe, Elon Musk is thinking about putting a bit more time into turning his original Hyperloop concept into a finished product.

Check out Teslarati’s newsletters for prompt updates, on-the-ground perspectives, and unique glimpses of SpaceX’s rocket launch and recovery processes.

SpaceX to build massive, new Hyperloop tunnel for 2020 competition, says Elon Musk


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Tesla owner gets justice after dashcam records irate truck driver harassing Model 3


A Tesla Model 3 owner recently experienced one of the worst situations that can happen on the road. While going about his business, the Tesla owner noticed a truck driver behaving rather aggressively behind him. What followed was a disturbing series of events which, thanks to the recording capabilities of Tesla’s built-in dashcam feature, resulted in a well-deserved $800 fine.

In the description of the dashcam footage that was later shared on YouTube, Tesla community member and Model 3 owner Arti999 stated that he first noticed the large white GMC truck tailgating him, at some points even driving close to the shoulder seemingly in an attempt to overtake his electric car. After a few tense moments, the truck driver floored it and passed the Model 3, though not before seemingly giving the Tesla driver the finger and calling him a “Tesla F*g.”

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Completing the act, the GMC truck driver kept his finger out at the Tesla Model 3 as he ran a red light without stopping. Fortunately for the Model 3 owner, the entire incident was caught in camera by the electric car’s built-in dashcam feature. The Tesla owner turned over the video to the Royal Canadian Mounted Police (RCMP), who promptly charged the truck driver for tailgating, crossing a solid line, and running a red light. The irate GMC driver was fined $800 as well.

While one could say that the truck driver might have just been in a hurry and was annoyed at the Tesla driver’s speed, dangerous actions such as tailgating, passing on the shoulder, and running a red light could never be considered as justified actions on the road. They are dangerous, and each one has caused accidents and even fatalities on a constant basis. One can only hope that the truck driver learned his lesson after receiving his fine.

Teslas are excellent vehicles, but they are quite polarizing for a certain demographic of drivers. As such, a number of Tesla vehicles have ended up in the unfortunate end of vandalism and road rage. Teslas are quite durable, though, as shown in a hit-and-run incident reported earlier this month. The aforementioned incident involved a Model X and a large Ford truck, which almost flipped over after sideswiping the all-electric SUV.

Watch the Tesla Model 3 get harassed by a GMC truck driver in the video below.

Tesla owner gets justice after dashcam records irate truck driver harassing Model 3


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Tesla (TSLA) gets a boost as staunch critics raises Q2 earnings expectations


Tesla shares (NASDAQ:TSLA) received a rather ironic boost on Friday, as one of the company’s biggest skeptics in Wall Street adjusted his estimates for the company’s second-quarter earnings results. In a recent note to clients, Barclays analyst Brian Johnson stated the he sees the Silicon Valley-based electric car maker heading to a nearly profitable Q2 earnings report. 

“Increasing 2Q estimates as TSLA did indeed ‘move the metal,’” Johnson wrote in his note. 

With this in mind, Johnson raised his forecast for Tesla’s second-quarter report to a loss of just $0.16 per share, a notable jump from his previous estimate, which expected a $0.71 per share loss. Johnson’s stance on the company remained bearish nonetheless, as he kept his “Underweight” rating and $150 per share price target on TSLA shares. 

Tesla stock has been notably volatile this year, losing almost 50% of its value in the first five months of 2019 and rebounding over 40% since the beginning of June. Tesla’s rebound was largely boosted by the company’s impressive vehicle production and deliveries, which exceeded Wall Street’s expectations. Analysts polled by FactSet expected Tesla to deliver 91,000 vehicles to customers in Q2 2019, but the electric car maker delivered over 95,000 instead. 

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Tesla’s delivery figures for the second quarter set new records, and this was something that Johnson highlighted in his note. “While we were not overly surprised by the swing trade going into the delivery report, and the reaction thereafter, we are somewhat surprised by the continued strength of Tesla shares,” the Barclays analyst wrote. 

While Johnson reiterated that he remains “fundamentally bearish” on Tesla, he stated that the company has “likely raised enough cash to make it through 2020, even with below-guided deliveries.” These sentiments are notably different compared to his statements earlier this month, when he argued that Tesla might need to raise more capital “as soon as next year” if the company wants to maintain an accelerating growth narrative. 

The Barclays analyst’s somewhat optimistic tone for Tesla’s Q2 earnings comes right after one of the electric car maker’s biggest bulls, Ben Kallo of Baird, reiterated his “Outperform” rating and $355 price target on TSLA stock. In a recent note, Kallo stated that Tesla’s further execution, starting with its second-quarter earnings report, will “help restore credibility and create a challenging short environment.” The analyst also stated that he believes the company’s margin results in its Q2 earnings could exceed estimates, which would likely be viewed favorably by investors. 

As of writing, Tesla stock is trading +1.33% at $256.90 per share.

Disclosure: I have no ownership in shares of TSLA and have no plans to initiate any positions within 72 hours.

Tesla (TSLA) gets a boost as staunch critics raises Q2 earnings expectations


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SpaceX Falcon 9 nears NASA’s first flight-proven Block 5 launch after static fire delays


After multiple days of delays, many a finger is crossed that SpaceX will be able to perform a critical static fire test of Falcon 9 booster B1056.1 on Friday morning (July 19th).

Falcon 9 B1056 and a fresh upper stage are scheduled to launch Cargo Dragon mission CRS-18 no earlier than 7:35 pm EDT (23:35 UTC), July 21st. As always, SpaceX requires each Falcon 9 rocket to successfully perform a static fire ignition test prior to declaring launch readiness, and B1056 was originally planned to be loaded with propellant and fire its nine Merin 1D engines on Wednesday, July 16th.

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After a solid handful of slips, the test has most recently been rescheduled on Friday morning, a delay of 48 hours. SpaceX has demonstrated a three-day turnaround between static fire and launch with Falcon 9 Block 5, but a static fire delay beyond Friday – perhaps even beyond early Friday afternoon – will almost certainly push CRS-18’s launch back a day or two. If not, SpaceX is certainly cutting it close to make the current July 21st date.

In support of Cargo Dragon Commercial Resupply Mission-17 (CRS-17), Falcon 9 B1056 launched for the first time on May 4th, roughly 11 weeks (76 days) ago and 78 days before its planned return to flight. For both SpaceX and NASA, CRS-18 will be a fairly significant launch for a variety of reasons

Falcon 9 B1056 returns to Port Canaveral after its first launch of many to come. (Tom Cross)

Falcon2

First and foremost, Falcon 9 B1056 previously supported a NASA Cargo Dragon mission, as described above. Even before the booster successfully landed and returned to port, plans were already in order to essentially keep the booster “in family”, reusing it for NASA launches only. Discussed on Teslarati immediately after the subject was broached during a post-launch press conference, NASA manager Kenny Todd didn’t split hairs.

“Quite frankly, [NASA] had a vested interest in this particular booster. We were gonna require it – the intent is to [reuse B1056 on SpaceX’s upcoming CRS-18 launch] and – potentially – CRS-19.” 

Kenny Todd, ISS Operations and Integration Manager, NASA Johnson

Not only will NASA fly Cargo Dragon’s CRS-18 mission on B1056, but the agency is already actively considering reusing the same Falcon 9 booster – assuming a successful launch and landing next week – on CRS-19, SpaceX’s second-to-last Dragon 1 (i.e. Cargo Dragon) launch. If all goes well with CRS-18, CRS-19 could come as early as December 2019, while CRS-20 – likely Dragon 1’s last launch ever – is scheduled no earlier than March 2020 and could certainly make use of B1056.3 if NASA is interested.

Dragon3

Meanwhile, although neither SpaceX or NASA have confirmed it, the Cargo Dragon capsule flight-proven Falcon 9 B1056 will itself be flight-proven – although that’s nothing shocking after a full half-dozen successful launches of reused capsules. What will be exceptional, however, is the likely event that CRS-18 will mark the first time that SpaceX has launched the same Cargo Dragon capsule on its third orbital mission.

Speaking all the way back in summer 2017, now two years distant, SpaceX CEO Elon Musk revealed that Cargo Dragon (Dragon 1) was designed at the outset to be reused three times. Almost exactly 24 months later, SpaceX is likely to prove that that is the case. Based on a list of known Dragon 1 capsules and their serial numbers, SpaceX has already launch and reused all but one of the last seven capsules built and successfully recovered. Capsule 107 (C107) supported CRS-5 in January 2015 and was successfully recovered one month later.

SpaceX completed its 16th successful resupply of the International Space Station and recovered Cargo Dragon C113 on June 4th. (Pauline Acalin)

Aside from CRS-7 capsule C109, destroyed in June 2015 during Falcon 9’s first and only in-flight failure, all other capsules (C108-C113) have been successfully launched, recovered, and relaunched. As such, it seems extremely improbable that CRS-5 capsule C107 will be supporting CRS-18. Instead, one of SpaceX’s six twice-flight-proven orbital spacecraft has likely been refurbished for the final time, preparing to become the first orbital-class commercial spacecraft to be reused twice.

Thy Holy Stripe

Finally, it also appears that CRS-18 will mark the debut some sort of on-orbit Falcon upper stage test, hinted at by a grey ring wrapping what looks like just a portion of its fuel (RP-1/kerosene) tank. The objective of this modification is unclear, although chances are good that either NASASpaceflight.com or SpaceX itself will provide at least a bit more information in the coming days.

Check out Teslarati’s newsletters for prompt updates, on-the-ground perspectives, and unique glimpses of SpaceX’s rocket launch and recovery processes.

SpaceX Falcon 9 nears NASA’s first flight-proven Block 5 launch after static fire delays


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BMW’s potential EV program revival to be decided as Oliver Zipse nears new CEO post


BMW’s electric car initiative is at a crossroads. After mostly being shelved by outgoing CEO Harald Krüger during his years leading the company, BMW’s EV program has the potential to see a revival with the naming of its new chief executive. Fortunately, recent reports indicate that BMW is set to name the rather understated Oliver Zipse over Klaus Fröhlich as the carmaker’s new CEO. 

BMW’s supervisory board is expected to discuss the company’s new leadership at the Spartanburg, South Carolina plant on Thursday. So far, reports indicate that the 55-year-old Zipse is the favored candidate over the 59-year old Fröhlich, who serves as BMW’s Head of Development. Fröhlich had attracted a number of headlines as of late, particularly when he insisted that there was no demand for electric vehicles. 

Zipse joined BMW as a trainee back in 1991, rising through the company’s ranks and holding several posts. Prior to becoming a board member for production, Zipse worked as the carmaker’s Head of Brand and Product Strategies. Over his years with the company, Zipse has shown proficiency in manufacturing efficiencies. BMW’s efficient production network, which was expanded in Hungary, China, and the United States, emerged under Zipse’s lead, and it has helped the carmaker deliver healthy profit margins. 

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Auto analysts and industry experts believe that it will take more than manufacturing expertise to lead BMW into the EV era. In a statement to Reuters, Carsten Breitfeld, a former BMW engineer who currently serves as the chief executive of China-based ICONIQ motors, noted that Zipse’s apparent appointment “goes far beyond optimizing an existing business.” “He needs to be able to build teams, to attract key talent, and to promote a culture which is increasingly oriented along consumer electronics and internet dynamics,” the former BMW engineer said. 

One key aspect that Zipse would have to work on is BMW’s electric car program, which has lagged against rivals like Mercedes-Benz and Audi, both of which have already released, or a least unveiled, their own premium all-electric vehicles. BMW actually had an early lead with the i3, but the vehicle was practically abandoned by the company when it failed to get traction. 

Silicon Valley-based Tesla, a newcomer on the market, has so far established a substantial lead in the EV space, and its Model 3 sedan has started eating into the sales of popular gas-powered four-doors like the BMW 3-Series. UBS analyst Patrick Hummel addressed this, stating that “Tesla has a lead of three to four years in areas like software and electronics. The millennials are much more focused on these things. There is a risk that the Germans can’t catch up.”  

BMW had already made a mistake in electric vehicles once. During the time of the i3, it was reported that CEO Harald Krüger’s reluctance to push low-margin EVs ultimately led to an exodus of talented engineers. Among these are Christian Senger, who is now a board member responsible for software for Volkswagen, and Markus Duesmann, who is reportedly in line to be Audi’s CEO in the future. If BMW does decide on Zipse, it could have another chance at breaking through the emerging EV market, albeit late.

Now, if BMW elects the electric car-dismissing Klaus Fröhlich as its next CEO instead, the German carmaker could be looking into even more turbulent years ahead.

BMW’s potential EV program revival to be decided as Oliver Zipse nears new CEO post


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First look inside Tesla Gigafactory 3’s offices amid ongoing factory buildout


It appears that Tesla and its Chinese construction partners are determined to exceed expectations with Gigafactory 3’s buildout. Just recently, a local Chinese media outlet was given permission to film inside the Gigafactory 3 complex, and based on the news agency’s footage, it appears that some offices in the expansive Shanghai-based site are already operational.  

The local news site, Kanka News (看看新闻) noted in its video that the Gigafactory 3 plant had been structurally capped. The electric car maker reportedly deployed 30 overseas employees to the site, who are currently working with a team of 140 Tesla China employees. This joint project team is reportedly responsible for the safety commissioning of indoor electromechanical facilities in the Gigafactory 3 complex. 

It was emphasized in Kanka’s footage that the entire Tesla team in China is currently pushing to prepare for the local production of the Model 3 later this year. To accomplish this, Tesla has deployed Model 3 project managers from the US to the Gigafactory 3 site, while simultaneously filling in posts for the facility’s operations and management. 

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Looking at the footage captured by Kanka News, it is difficult not to be impressed at the speed upon which Gigafactory 3 is being built. The offices where the US and China teams are working on look finished and refined, though it seemed like the employees are situated in one of the modular structures that were first built on the Gigafactory 3 complex. 

Interestingly enough, several Gigafactory 3 workers that were filmed by the local Chinese news agency were wearing safety vests and helmets as they appeared to be exiting the offices. This suggests that employees in Gigafactory 3’s operational areas still frequent sections in the site that are still under construction. 

Earlier this week, a report from Yicai Global, another Chinese news agency, noted that the first batch of employees hired by Tesla through its job fairs are being informed that they will be reporting for duty by the end of July. This target timeframe seemed ambitious then, but considering the contents of Kanka News‘ recent footage of Gigafactory 3’s offices, it appears that some sections of the complex are already ready to be filled with workers. 

The pace of Gigafactory 3’s construction has been nothing but astounding. When Elon Musk attended the site’s groundbreaking event in January, he noted that the first China-made Model 3 will likely roll off the factory by the end of the year. This timeline, while already ambitious, has seemingly been accelerated by China, with speculations pointing to the possibility of Model 3 production starting as early as September, barring any unexpected delays. 

Watch Kanka News‘ first look at Gigafactory 3’s operational offices in the video below. 

First look inside Tesla Gigafactory 3’s offices amid ongoing factory buildout


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Tesla debuts massive V3 Supercharger station in the heart of Las Vegas strip


Tesla has opened one of its largest Supercharger V3 sites to date. Situated at the heart of the Las Vegas strip next to the High Roller at The LINQ, the expansive charging location is designed to accommodate over a thousand electric cars daily. 

The Las Vegas Supercharger V3 station features the full Tesla Energy ecosystem, with solar panels collecting energy during the day, and Powerpack batteries powering the site at night. The location has 24 charging stalls, as well as 15 additional level-two Tesla Wall Connectors for owners who are parking their vehicles for longer amounts of time. With a total of 39 chargers, the Las Vegas station will likely play a notable role in supporting the growing number of Tesla owners residing in and visiting the Las Vegas, NV area. 

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Las Vegas has already been hosting over 6,500 Supercharging sessions per month, but with the new site being online, the city could accommodate an additional 1,500 vehicles per day. The initiative supports Caesar’s goal of reducing its carbon emissions by 30% by 2025, while also making Las Vegas an overall friendlier destination for electric vehicle owners. 

What really makes Tesla’s Supercharger V3 special is the speed offered by the new charging infrastructure. With a maximum power output of 250 kW or 1,000 miles per hour, V3 stations are able to replenish up to 180 miles worth of range in 15 minutes. Tesla owners using V3 chargers are also not required to split power with neighboring vehicles, which ensures that every electric car in the location gets a consistent level of power.  

So far, compatibility with Supercharger V3’s 250 kW peak rates is exclusive to the Model 3, though Tesla has rolled out improvements for the charging capabilities of the Model S and Model X as well. Among these are On-Route Battery Warmup, which allows vehicles to intelligently heat the battery to ensure optimal temperatures for charging, and unlocking peak charge rates of up to 150 kW for the Supercharger V2 Network. 

Interestingly, Tesla’s announcement for the Las Vegas Supercharger V3 station featured a Model X charging in the location. Considering that Tesla is yet to announce a peak charge rate of 250 kW for the flagship Model S and Model X, the use of the vehicle for the V3 video is quite interesting. Perhaps V3 compatibility is just around the corner? One can certainly hope.

Tesla debuts massive V3 Supercharger station in the heart of Las Vegas strip


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Audi targets Tesla owners in e-tron marketing push, blocks Supercharger in the process


It appears that Audi is putting the pedal to the metal with its efforts at promoting its first all-electric SUV, the e-tron. One of these initiatives, which has been shared online, is notably bold, with the German carmaker bringing the e-tron over to Supercharger stations in what appears to be an attempt at persuading Tesla owners to shift to the 204-mile, five-seater SUV. 

Reports from the electric car community in Germany have noted that Audi has been placing promotional merchandise at Tesla Club tables during exhibitions. Demo units of the e-tron are also being parked at select Supercharger stations. One promotional Audi e-tron unit was even photographed blocking a Supercharger stall, similar to how anti-EV drivers “ICE” an electric car charging station. 

While forms of guerilla marketing are common, Audi’s strategy this time around is questionable at best. EV charging ethics aside, it would be unwise for Audi to promote the e-tron at Superchargers because the vehicle has subpar range compared to any of Tesla’s current offerings. With a 204-mile EPA rating, the e-tron has less range than a Model 3 Standard Plus, or even a 2012 Model S. Thus, by placing the e-tron at Superchargers, Audi could risk highlighting the e-tron’s range disadvantage to potential customers. 

Apart from this, Audi does not have its own charging infrastructure. The e-tron is capable of rapid charging, but the vehicle relies on third-party solutions for long-distance travel. Tesla’s Supercharger Network, on the other hand, has expanded to such a degree that long trips are practically effortless. Audi’s marketing team then has a very challenging task: persuading Tesla owners to abandon the Supercharger Network for something inferior. 

Apart from occupying Tesla Superchargers, reports from the electric car community in Germany have also noted that Audi has been calling Tesla owners and former Audi drivers to offer them an extended test drive with the e-tron for two days including 1,000 km (620 miles). What is rather interesting is that customers who accept Audi’s offer are reportedly asked if they would be willing to give comments about their experience in the all-electric vehicle. Audi is reportedly also asking if they could send over a photographer to document the test drive as well. 

In a way, it is unfortunate to see Audi adopt such tactics to promote the e-tron to potential customers. Being an all-electric car, after all, Audi’s goal with the SUV must be to reduce the number of gas and diesel-powered vehicles on the road. The company would not be able to do this if it just focuses its efforts at Tesla drivers, who are already driving all-electric cars. That simply misses the whole point of the EV transition.

And that’s a shame. Apart from its subpar range and unexciting acceleration (or as Consumer Reports calls it, a “more elegant pull-away”), the e-tron is not a bad electric vehicle by any means. It’s vault-like quiet inside, and it has a luxurious interior that would likely be enough to encourage die-hard traditional car fans to consider shifting to electric. There’s a portion of the car buying public that will never consider Tesla due to a myriad of reasons, and that’s exactly the demographic where the e-tron could dominate. Unfortunately, Audi doesn’t seem to have its sights set on the right target just yet.

Audi targets Tesla owners in e-tron marketing push, blocks Supercharger in the process


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Tesla vehicles are 8x less likely to be involved in fires, shows latest safety report


Tesla has released its vehicle safety report for the second quarter of 2019. Similar to previous quarters, the report showed that Teslas operating on Autopilot are less likely to meet accidents on the road compared to vehicles operating without the driver-assist system enabled. Tesla’s report this quarter also included statistics on vehicle fires for the first time. 

Fires involving Teslas are quite rare, with some quarters having recorded no vehicle fires at all. This, according to Tesla, results in some challenges, as an increase from one fire per quarter to two fires per quarter would result in a raise of 100%. Tesla has thus stated that it will provide annual vehicle fire data to avoid a misrepresentation of numbers and assure a meaningful comparison to the industry average. 

The electric car maker’s data shows that between 2012-2018, there was approximately one Tesla vehicle fire for every 170 million miles traveled. Considering that the National Fire Protection Association (NFPA) and the US Department of Transportation record one vehicle fire for every 19 million miles traveled, Tesla’s figures make its electric cars over eight times less likely to be involved fires. 

It should also be noted that Tesla’s vehicle fire statistics for 2012-2018 are not exclusive to incidents where the electric cars actually catch fire. Instead, Tesla’s data includes incidents resulting from structure fires, arson, and several other factors unrelated to the vehicles themselves. 

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Tesla’s Q2 2019 vehicle safety report also showed one accident for every 3.27 million miles driven with Autopilot engaged. Vehicles without Autopilot but have Tesla’s active safety features engaged, on the other hand, recorded one accident for every 2.19 million miles driven. Cars operating with no Autopilot and active safety features enabled recorded one accident every 1.41 million miles. 

These figures are an improvement to Tesla’s first-quarter results, when the company recorded one accident for every 2.87 million miles driven on Autopilot, 1.76 million miles driven with active safety features but no Autopilot, and 1.26 million miles driven with no Autopilot and active safety features enabled. These results, while below the figures for the second quarter, are still notably superior to the NHTSA’s data, which currently stand at one accident for every 498,000 miles driven. 

Tesla’s electric cars are among the safest vehicles on the road. The Model 3, for example, has earned stellar safety ratings from both the NHTSA and the Euro-NCAP, where the electric sedan set a new benchmark for safety. The Model 3 was granted a perfect 5-Star rating by the Euro NCAP in all four of its safety tests’ categories: Adult Occupant Protection, which tests how the vehicle protects its driver and passenger; Child Occupant Protection, which gauges the protection of younger occupants; Vulnerable Road Users, which tests a vehicle’s safety features for cyclists and pedestrians; and Safety Assist, which evaluates a car’s active safety capabilities. 

Tesla’s Q2 2019 vehicle safety report could be read below.

Accident Data

In the 2nd quarter, we registered one accident for every 3.27 million miles driven in which drivers had Autopilot engaged. For those driving without Autopilot but with our active safety features, we registered one accident for every 2.19 million miles driven. For those driving without Autopilot and without our active safety features, we registered one accident for every 1.41 million miles driven. By comparison, NHTSA’s most recent data shows that in the United States there is an automobile crash every 498,000 miles.

Vehicle Fire Data

Tesla vehicle fires are exceptionally rare events, and in some cases, there have been zero Tesla vehicle fires in a quarter. That means that an increase from one fire per quarter to two per quarter represents an increase of 100%. In order to avoid misinterpretation of these numbers and provide a meaningful comparison to industry data, Tesla will publish an update to vehicle fire data annually.

From 2012 – 2018, there has been approximately one Tesla vehicle fire for every 170 million miles traveled. By comparison, data from the National Fire Protection Association (NFPA) and U.S. Department of Transportation shows that in the United States there is a vehicle fire for every 19 million miles traveled.

In order to provide an apt comparison to NFPA data, Tesla’s data set includes instances of vehicle fires caused by structure fires, arson, and other things unrelated to the vehicle, which account for about 15% of Tesla vehicle fires over this time period.

Tesla vehicles are 8x less likely to be involved in fires, shows latest safety report


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