LNG: TESLARATI

Tesla has become the “Fastest Growing Brand in the World,” according to a new report from Brand Finance, a London-based business valuation company.

Brand Finance’s Technical Director, Alex Haigh, was a guest on a recent episode of the Tesla Daily Podcast with Rob Maurer to discuss the company’s performance last year. Haigh was adamant about highlighting Tesla’s growth despite the past year being challenging for the automotive industry as a whole

Tesla is one of the over 5,000 companies that Brand Finance analyzes. In the firm’s 2020 Brand Finance Annual Report, Tesla climbed considerably from 264th to 147th on the list of Top 500 most valuable brands. Haigh states that this is an impressive feat considering the automotive industry endured barriers such as Brexit, the U.S.-China trade war, and a “general slowing of economic growth.”

“The biggest trend that we’re seeing is a move toward electric vehicles. Tesla is kind of the ‘poster boy’ of that trend, and that sort of dominant position in the market has led to growth that is pretty much unseen. It is unseen in more or less any other brand,” Haigh stated.

Tesla held the largest positive brand value change from 2019 to 2020. The company saw a 64.9% rise in value, beating social media platform Instagram for the top spot with 58% growth. This is due to the electric car maker’s ability to establish itself as an innovative force in the automotive industry.

“The thing about Tesla is that it’s sort of seen as so innovative and at the forefront of electric vehicles. So as the market for electric vehicles grows and grows and grows, it will ride that wave and be at the forefront of that wave. While the brand may not be quite as well known or something that an everyday person would consider just by virtually it being a type of car they’re not accustomed to, as that acceptance grows, it will be able to capture lots of customers just by the fact that it is so innovative,” Haigh said.

Despite Elon Musk expressing his distaste of “branding” in the past, Tesla has emerged as a leader in sustainability and luxury vehicles. Over the years, Tesla has become synonymous with performance and luxuriousness, all while maintaining its environmentally-sustainable approach to transportation and energy. The company is, undoubtedly, a very strong brand today.

It is quite amazing that Tesla has gone from almost broke during the financial crisis to the fastest growing brand in the world in its relatively short tenure in the auto industry. After recently overtaking Volkswagen as the second most valuable automaker in the world by market cap, Tesla has practically proven itself as a mainstay in the automotive sector.

You can watch the Tesla Daily Podcast with Alex Haigh below.

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An update on Tesla’s parts catalog for the Model 3 reveals that the electric car maker is releasing an air suspension option to the all-electric sedan.

The Model 3 was initially supposed to be equipped with Smart Air Suspension within six months after its initial release, as per Elon Musk’s Twitter update back in 2017. According to Musk, buyers of the dual-motor configurations of the Model 3 would have the option for air suspension. However, air suspension has been absent on the Model 3 configurator since the vehicle’s release.

Update: Elon Musk says Tesla Model 3 and Model Y do not have plans for an air suspension

Smart Air Suspension allows the driver to control the ride height of the car through the vehicle’s touchscreen. This is especially useful for when a car is traveling up a steep driveway and navigating through snowy roads, according to Tesla’s website. The feature will also remember where height adjustments were made by GPS detection and apply them automatically on the next visit to that location.

The Smart Air Suspension initially introduced in 2012 as an upgrade for the company’s flagship Model S sedan. As previously noted, it is available on both the Model S and Model X as of now. The company upgraded the suspension system on both vehicles in April 2019 with the 2019.28.3.1 software update.

“We’ve also upgraded our air suspension system for Model S and Model X with fully-adaptive damping, giving it an ultra-cushioned feel when cruising on the highway or using Autopilot, and a responsive, exhilarating confidence during dynamic driving,” the update’s release notes stated.

In October when Tesla unveiled the Cybertruck, Musk stated the company’s pickup would also receive an adaptive air suspension feature. He stated his inspiration behind placing this feature in the Cybertruck came from watching a Ford F-350 being mangled by 3,000 pounds of payload in the vehicle’s bed. “That’s why Cybertruck has active suspension height & damping control,” he said on Twitter.

The addition of Smart Air Suspension to the Model 3 could assist some drivers from scraping their vehicle’s undercarriage when driving over high-peaking driveways or sharp speed bumps. While it has been a few years since Tesla initially promised the suspension system on the Model 3, the addition of air suspension shows the company’s efforts to continuously improve a vehicle’s features over time, both through hardware updates and over-the-air software upgrades.

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Tesla’s Giga Shanghai went back online following a temporary shutdown ordered by the Chinese government due to the coronavirus outbreak.

On Monday morning local China time, about 40 shuttle buses took employees to work at the car factory in the Pudong Xinqu district of Shanghai, according to a report by Japanese publication The Asahi Shimbun.

“Employees who have returned from outside the city cannot come to work because they are required to be quarantined for 14 days. Those who came to work today are only a portion of the employees who do not need to be quarantined,” said a driver of one of the Tesla shuttle buses. On a usual day, about 100 shuttle buses take workers to the Tesla car factory.

Tesla China’s VP for external affairs Tao Lin posted some safety reminders for Tesla China employees returning to work today on local social media platform Weibo. “Protect yourself and others and travel safely,” she wrote.

Tao Lin’s post included an infographic that encouraged Tesla workers to travel by car and to take necessary precautions such as wearing a mask and disinfecting surfaces while and after riding a vehicle with others. Tesla also reminded workers to wash their hands frequently.

On Saturday, the Shanghai local government coordinated with Tesla and other businesses in the city and promised to extend support so factories can restart production.

“In view of the practical difficulties key manufacturing firms including Tesla have faced in resuming production, we will coordinate to make all efforts to help companies resume production as soon as possible,” a spokesman for the Shanghai municipal government said during a press conference.

Tesla’s battery supplier LG Chem also announced Friday that it will partly resume operations on Monday. Daimler and Ford Motor said the same. Meanwhile, BMW announced last week that it will resume production in China on Feb. 17.

While there are expected delays in the delivery of the Made-in-China Model 3, the California-based carmaker explained that it is not worried about the financial hit the outbreak may bring to the company, as the China-made vehicle only represents a small fraction of its profits, at least for now. Giga Shanghai has a current run rate of 3,000 units per week and is expected to churn out 150,000 vehicles per year.

With Shanghai and the rest of China try to return some sense of normalcy while battling the coronavirus scare, the Chinese government eased travel restrictions to help offices and factories to do some work amid the epidemic that has so far killed more than 900 people and has spread to 27 countries.

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Tesla’s Giga New York facility is ramping production to meet Elon Musk’s goals for the company’s energy business. Tesla started ramping solar roof sales and installations in 2019 when Q4’s 54 MW deployment showed a 26% jump from the previous quarter’s 43 MW.

In a series of recent tweets, the CEO shared some of his appreciation for the company’s workers involved in the ongoing rollout of the Solarglass Roof tiles. The third-generation tiles are Tesla’s flagship residential solar product, and they have the potential to disrupt the energy sector in a manner similar to how the Model 3 disrupted the midsize sedan market.

Musk’s tweets provided some updates about Tesla’s Solarglass Roof tiles. According to the CEO, new variants for the solar shingles are coming, though the company is mastering its current black tiles first. Tesla is also currently busy with installations in the Bay Area, though an expansion to other territories is coming soon.

Hard to believe that is high efficiency solar power seamlessly integrated into beautiful roof tiles. Great work by SolarGlass engineering, Giga NY factory & Tesla installation teams!

— Elon Musk (@elonmusk) February 9, 2020

California Today, The Rest Of The World Tomorrow

Starting Tesla’s Solarglass push in California makes a lot of sense, considering that it is a state where residents enjoy a solar investment tax credit of 26% for the purchase cost of energy systems between January 1 to December 31, 2020. This energy incentive will drop to 22% by 2021, and it will be retired by 2023. The incentives seem to have worked for the most part. As of December 2019, the state has 1 million solar systems installed, the majority of which are in residential properties.

Just like how Elon Musk plans to put Gigafactories in every continent to lay the foundation for Tesla, California is an excellent location to build a stronghold and develop a good case to convince consumers in other places to buy the company’s solar solutions. Musk, as most people might know, has the grand plan of transitioning the world towards sustainability and his current endeavor is an initial step to that goal.

Tesla has adopted a series of initiatives that are designed to make its energy products more attractive to consumers. Aside from lowering prices in October, Tesla has also introduced an incentive program encouraging Tesla owners to share their experiences about their energy products.

“The demand is very strong and we are working also not just through Tesla Solar Roof, but also through new homebuilders and through just the roofing industry in general, whether is in North America on the order of 4 million new roofs per year,” Musk said during the recent Tesla Q4 2019 earnings call.

According to Musk, he believes that eventually, the Solarglass Roof would be a matter of choice for consumers between having a live roof that generates power and a conventional roof that only serves a single purpose. Tesla may have a revolutionary product in the Solarglass Roof, and if it were to succeed, it will allow Tesla Energy to grow at a pace that matches or even exceeds that of the company’s electric car business.

The solar industry has a big room to grow and draws a bright future for players such as Tesla. Of all greener energy options, it is expected to boom the fastest from today through 2050.

I was pleasantly surprised by my recent visit to the Tesla plant. It was encouraging to see Solar roofs, batteries, and charging stations being built in the facility. Tesla reports over 1100 workers at the plant and they say they will hit 1460 by the April deadline. pic.twitter.com/33aSuRdQLC

— Assemblyman Sean Ryan (@SeanMRyan149) February 8, 2020

Tesla’s Giga New York Ramps Production

To meet the demand, Tesla’s Giga New York is bustling with activity. The 88-acre property in Buffalo is home to the factory that produces Tesla’s solar modules. New York State Assembly member Sean Ryan toured the Tesla factory in Buffalo last Friday and was pleased with the progress.

“The factory is built out. It has complete lines running, product moving around, people are there, so it’s really transformed itself into what we’ve been hoping for,” Ryan said. “We’ve been holding our breath since we put that big bet down on Tesla. They had a slow start, and I was worried as we’re appoaching this spring they were going to hit their deadlines, but they’re right on track.”

Ryan last visited the factory 15 months ago and his testimony corroborates Musk claims recently that Giga new York is operating at a good pace.

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Just a year and a half after sending NASA’s Parker Solar Probe to study the Sun, United Launch Alliance (ULA) is ready to once again support a science mission on its way to the center of our solar system. The Solar Orbiter, a unique spacecraft jointly developed by NASA and the European Space Agency, will launch aboard a ULA Atlas V 411 booster, propelling it to the Sun to snap the first photos of its north and south poles.

The Solar Orbiter will work in conjunction with NASA’s Parker Solar Probe in unlocking the mysteries of our closest star. Parker Solar Probe occasionally dips into the Sun’s atmosphere – referred to as the corona – learning about the environment and the solar wind that propels energy and radiation into our solar system. The Solar Orbiter will – as the name suggests – orbit the Sun, but will remain further away than Parker (about 26 million miles away) allowing it to produce the first images of the Sun’s northern and southern poles. This advancement could potentially offer more insight into the Sun’s powerful magnetic field.

The ULA Atlas V 411 booster arrived in Florida back in November 2019. Since the completion of the previous Atlas V mission that supported the Boeing Starliner Orbital Flight Test in December 2019, ULA has been continuously prepping for the launch of the Solar Orbiter. In early January 2020, the booster was vertically hoisted into ULA’s Vertical Integration Facility. Following final booster preparations, including rolling it out to the launchpad for pre-launch testing twice, the safely encapsulated Solar Orbiter payload was carefully stacked on top during final integration on January 31st.

According to ULA, the Atlas V 411 configuration was selected to provide the necessary “Earth departure trajectory for making repeated close encounters with the sun.” The configuration used to launch the Solar Orbiter consists of a dual-nozzle main engine and one solid-fuel booster mounted to the side. This allows the rocket to utilize steering capability provided by the main engine while maintaining a center of gravity stabilized by the additional booster. ULA states that while this is a rather unique configuration, it is one that has been successfully utilized to support missions five times since 2006.

Ahead of the February 9th launch attempt, teams rolled the mighty Atlas V 411 out to the launchpad at Space Launch Complex-41 at Cape Canaveral Air Force Station to complete a full Wet Dress Rehearsal (WDR) – a full run-through of launch day operations including fueling the rocket and proceeding through terminal count. The first attempt at WDR resulted in a minor delay of launch due to a “wind-blown ECS cold air duct” that had to be replaced before testing could be completed, according to CEO of ULA, Tory Bruno. The second attempt of the WDR on January 24th was completed without a hitch.

On Friday morning February 7th, Bruno announced that all of pre-flight rehearsals and verifications were completed and the Solar Orbiter was ready to begin its journey to the Sun.

Currently, ULA and NASA are targeting a launch on Sunday, February 9th at 11:03 pm EST (0403 UTC) with a two-hour launch window. The launch weather is at 80% “GO” conditions with cumulus clouds as the primary concern for violation. Should the launch need to 24-hr recycle for a launch attempt on Monday, February 10th, weather conditions deteriorate slightly to 70% “GO.”

A live launch webcast will be provided on NASA TV beginning approximately 30 minutes prior to lift-off at 10:30 pm EST (0330 UTC).

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

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Tesla is set to resume production of its Giga Shanghai factory in China on February 10, following a multi-week-long shutdown in response to the coronavirus outbreak.

On Saturday, the Shanghai government said it would coordinate with the companies affected by the virus shutdown to bring production to usual levels as it tries to control the spread of the deadly virus that has already killed 700 in the country, Reuters reported.

“In view of the practical difficulties key manufacturing firms including Tesla have faced in resuming production, we will coordinate to make all efforts to help companies resume production as soon as possible,” said Xu Wei, a spokesperson for the municipal government of Shanghai.

The municipal government would also ask banks to extend loans and to give affected local small businesses and foreign companies preferential rates, and exempt those hit hard from value-added tax.

During its recent Q4 2019 earnings call, Tesla expressed worries that the production of the Model 3 in China will be delayed by 1 to 1.5 weeks as supply chains and communications were disrupted amid the coronavirus outbreak that started in Wuhan City, which is roughly 9 hours by land from Shanghai. The Chinese government has ordered Tesla’s Giga Shanghai shutdown until Feb. 9, way beyond the holiday period in the country that was supposed to end Jan. 30, over coronavirus fears. This prompted the electric carmaker to postpone MIC Model 3 deliveries scheduled for February or until the situation improves in the country. Other automotive manufacturers such as Hyundai, Toyota, Ford, Volkswagen, Daimler, among others were also affected by the order.

According to Tesla China’s VP for External Affairs Grace Tao Lin, delivery could be pushed back perhaps as far back as Q3 of 2020. Tesla’s finance chief Zach Kirkhorn explained that the Silicon Valley-based electric carmaker does not expect a big hit on its finances because the MIC Model 3 only represents a small fraction of Tesla’s quarterly profits.

During the temporary shutdown of Giga Shanghai, Tesla used China’s version of Tiktok to deliver customer support and push useful content to educate interested consumers about Tesla vehicles.

Tesla also offered customers free Supercharging amid the coronavirus public health scare to make it easier for drivers who want to travel away from affected areas.

The $2 billion Giga Shanghai car factory started producing the Model 3 electric sedans 10 months after its groundbreaking in January 2019. It has a current run rate of 3,000 units per week and has an expected production of 150,000 units per year. Aside from the mass production of the Model 3 sedan, Tesla has also launched the Model Y crossover program earlier in January.

Tesla’s battery supplier LG Chem also announced on Friday that it plans to partly resume output on Feb. 10 but its plan is subject to change.

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