What kind of company is Tesla on the cusp?

Tesla is on the hot search again, and it's still a double shot. First, Tesla vehicles rushed into the buns shop, which was suspected to be out of control; Second, Tesla sent a message to bask in milk tea, which is called an apology. Actually, it's public relations, or failure.

Free hot search, no rubbing, so let's talk about Tesla today.

Tesla, an American electric vehicle and energy company, produces and sells electric vehicles, solar panels and energy storage equipment. Its founders are Martin eberhard and Mark Tapenning. In 2004, elon musk joined the company and led the A round of financing.

In 2008, Tesla's first automobile product Roadster was born; In 20 12, its second automobile product, models, was born. September 20 15, the third automobile product, Model X, was delivered. At the end of 20 17, the delivery of model 3 began; 2065438+In February 2009, Musk announced the opening of all patents of Tesla electric vehicles. On March 24th, 20021year, Tesla official website announced its support for bitcoin payment, and Tesla became the first car company in history to support bitcoin car purchase.

1. Tesla's name

Tesla's name comes from a physicist. In 2003, Martin eberhard and long-term business partner Mark Tapenning decided to set up an electric sports car company. They named the company Tesla in memory of the great physicist nikola tesla.

Maybe some friends are a little confused when they see this name. Who's nikola tesla?

Nikola tesla is the founder of modern communication system.

1July, 856 10, he was born in milian, the Austrian empire at that time. From 65438 to 0895, he made generator sets for Niagara Power Station in the United States, and it is still one of the world-famous hydropower stations. 1897, he made Marconi's radio communication theory come true. 1898, he built the world's first radio-controlled ship and obtained a patent for radio control technology. 1899, he invented the x-ray photography technology. Other inventions include radio, fax machine, vacuum tube, neon tube, missile navigation and so on. The unit of magnetic density (1 Tesla = 10000 gauss) is named after him, indicating his contribution to magnetism.

The growth of Tesla enterprises has brought nikola tesla back to the eyes of the general public. Nikola tesla himself never imagined that his glory would reappear in this way after 100 years.

2. The current head of Tesla

Elon musk is the current CEO of Tesla. Speaking of his resume, it shines like a star.

Elon musk graduated from the University of Pennsylvania with a double degree in economics and physics.

From 1995 to 2002, Musk and his partners set up three companies, namely, online content publishing software "Zip2", electronic payment "X.com" and "PayPal".

In June, 2002, Musk invested 1 100 million dollars to set up SPACEX as CEO and CTO.

In 2004, Musk invested $6.3 million in Tesla Motors as the company's chairman.

In 2006, Musk invested $654.38 million+million to co-establish Sun City Company, a photovoltaic power generation enterprise, with partners.

2065438+On May 3, 20021day, the "Dragon" capsule of Musk's subsidiary Space Exploration Technology Company successfully docked with the International Space Station and returned to Earth, which opened the era of privately operated space transportation.

At 4: 45 on February 7th, 20 18, the space exploration technology company's "Heavy Falcon" carrier rocket was successfully launched for the first time at the Kennedy Space Center in the United States, and two first-class booster rockets were successfully recovered.

202 1 1 9, Musk's personal assets reached189.7 billion US dollars, making him the new richest man in the world.

Musk is an entrepreneur, and he is also an "alternative" investor with fantastic ideas. An ordinary entrepreneur will never "build a car" and "build a rocket" at the same time. In his biography, Musk always wanted the whole world to know that he was completely different from other entrepreneurs in Silicon Valley. He doesn't chase hot spots, and he won't be corrupted by the idea of being called a rich man. He has been sticking to his plan. "I really started thinking about these things from college," he said. "This is not a story based on facts. I don't want to be a novice or an opportunist. I'm not an investor either. I like to turn technologies that are useful for the future into reality. "

3. Tesla's mission and vision

Every successful company has its own unique mission and vision. For example, Huawei's mission and vision are: focus on the challenges and pressures that customers pay attention to, provide competitive information and communication solutions and services, and continue to create maximum value for customers; Enrich people's communication and life. Alibaba's mission and vision are: live broadcast102; Let there be no difficult business in the world.

Tesla naturally has its mission and vision.

Tesla CEO elon musk said that Tesla strives to provide pure electric vehicles for every ordinary consumer within the scope of consumption power; Tesla's vision is to "accelerate the global transition to sustainable energy".

4. Tesla's organizational culture

Tesla has five organizational cultures, namely:

(1) The fast culture in Silicon Valley: making decisions quickly, breaking rules and implementing them.

(2) Do what others think is impossible: set high goals and motivate the team to innovate.

(3) First-principles thinking: Starting from the essence of the problem, it emphasizes independent thinking rather than conformity.

(4) Think like the founder: every employee should have the spirit of ownership.

(5) Go all out: The company has the same goal from top to bottom, and goes all out to complete the mission.

5. Tesla's organizational structure

Unlike traditional car companies that take 4S stores as the physical center to carry out maintenance, Tesla has built a customer-centered intelligent after-sales service system, providing seamless online and offline services: on the one hand, the virtual service center can realize remote maintenance of vehicle failures, or optimize offline service reservation and resource allocation, reducing the time and maintenance cost of vehicles that are "unusable". On the other hand, Tesla vehicles can be improved day by day through in-car software upgrades, and owners can enjoy a better car experience without changing cars.

6. Tesla landed in China.

In the first half of 20 18, Musk was overwhelmed by the company's capacity, debt and short sellers on Wall Street. He urgently needs practical actions that can boost investor confidence. At this time, according to statista's data, in 20 17, the sales volume of electric vehicles in China has reached 579,000, which is the country with the largest sales volume of electric vehicles in the world and the country with the highest sales volume of Tesla except the United States. Such a market with great potential can be said to be very attractive to Musk and Tesla.

However, according to the Automobile Industry Policy issued by China 1994, foreign investors in China need to establish joint ventures with China to produce automobiles and engines, and the proportion of Chinese investment shall not be less than 50%. This hard and fast rule didn't make the old horse give up. He is still fighting for the possibility of getting Tesla out of trouble.

20 18 On April 17, the National Development and Reform Commission officially announced the cancellation of the 2018 restriction on foreign-funded shares of new energy vehicles, and Ma Lao's opportunity finally came.

On July 10 of the same year, Tesla CEO Musk went to Shanghai, and Tesla signed an investment agreement with Shanghai Lingang Management Committee and Lingang Group, announcing that it would set up a factory in China. Tesla became the first wholly foreign-owned automobile manufacturing enterprise since the founding of the People's Republic of China.

Tesla Super Factory landed in China like a catfish among sardines. It is an effective measure to stimulate the vitality of China's new energy vehicle market, and also promotes the optimization and upgrading of the entire industrial chain of China-based energy vehicles, providing consumers with more brand choices.

Judging from the financial data of Tesla in China in recent years, the results are also remarkable. In a word, this is a win-win cooperation.

7. Write at the end: What do you think of Tesla's recent negative news?

Why does Tesla fall into the current public opinion dilemma? I think there are four main reasons: first, Tesla's management system is flawed and its ability to deal with accidents is insufficient, which accounts for about 50 points; Second, Tesla's autopilot technology is flawed and needs to be improved, accounting for about 30%; Third, after experiencing the fanatical "Tesla buying tide", consumers' attitude towards Tesla tends to be rational, accounting for10%; Fourth, some competitive enterprises added fuel to the flames, accounting for 10%.

If you score it, I think the first reason can be 50 points, the second 30 points, the third 10 points and the fourth 10 points. Next, let me talk about why this is graded.

Tesla has fallen into such a field, and the defects of its management system are absolutely the most important. Not to mention, Tesla recently apologized in the middle of the night, and the milk tea given to Tesla by the owner of the sun was directly taken out by thoughtful netizens and labeled with distinctive personal labels such as "specially labeled semi-sugar, tri-sugar, no ice". A normal person will not be so careful about ordering takeout for friends, but milk tea for strangers is so considerate. There is no doubt that this is a farce directed and staged by Tesla. An enterprise with a mature management system would never do such a ridiculous thing. And Tao Lin, global vice president of Tesla, said in an interview that "erin brockovich" is really a great record in the world. These problems should not have appeared in a mature enterprise, but Tesla really made such an absurd move, indicating that its internal management system is chaotic and its department construction is lacking.

Brake failure, vehicle out of control, these events, every car company will exist more or less. For example, in August 2020, Nissan Teana brake failed, and in May of the same year, Li brake failed ... Why didn't they cause a big storm? This is closely related to their ability to deal with emergencies.

Let's take a look at Li's apology statement:

Let's "appreciate" Tesla's apology statement again:

This level of public relations has opened the eyes of netizens in Weibo. Some even said frankly, "Give me the money and I can give you dozens of such notices." . It can be said that Tesla stepped down from the altar, and its institutional defects can account for half of the responsibility.

As for the defects of Tesla's autonomous driving technology itself, this is not a question that is questionable. On one occasion, Zhihu's boss did an experiment with Tesla, which proved that Tesla did produce inexplicable data disappearance during the collision. No matter how big Tesla's own technical defects are, continuous innovation and improvement is what it should do. Many Tesla out-of-control cases are concentrated, after all, they are not groundless.

There is nothing to say about the third point. Seeing that so many people criticize Tesla now, we can feel the rapid decline of Tesla's influence in people's hearts. I want to focus on the fourth point, which is fueled by some competitors.

Maybe someone will ask, do you have any evidence? Feel free to come I really ... don't have any evidence.

But I want to say another thing. I don't know if you still remember it. Not long ago, Wang Xing criticized Huawei for "flickering ability and technical ability are equivalent to Tesla". It is pointed out that Wang Xing is a shareholder in Li, while Li and Huawei are competing to build cars, and this wave is related to interests.

Huawei has just entered the sea to participate in building cars. As the leader of new energy vehicles, can Tesla not be regarded as a "thorn in the side" by many competitors? Isn't it strange that you can't ridicule a few words in public and pull it behind your back more or less? Businessmen are profit-seeking. When Tesla falls, the cake in the new energy vehicle market will be re-divided. Who doesn't want to take the opportunity to get more benefits?

Ok, today's sharing is over. See you on the watch list ~