The california firm representing the version, in this digital era, the american dream; a compendium of the effort and creativity with the vocation for the technological rupture of the Silicon Valley
Tesla. It may be that today (especially in Argentina) is a name unfamiliar, or even unknown. But remember that within no long time will find it in the same league as others such as BMW, Mercedes-Benz and even Ferrari. What is more, it’s going to sound with the same relevance than Apple or Google. Does it sound risky? It can be, but everything seems to indicate that we are in a modern version of the legendary american dream. That says that with hard work, ingenuity, creativity, charisma, and a lot (but a lot) audacity, you can not only have an enormous success, but rather try to change the world.
How to break in and not die in the attempt
difficult Thing if there is, is to make a brand new car from scratch, especially in more traditional markets (descontemos to China that is a completely new universe). At least a brand with ambitions of mass appeal. In fact the last that did so were the koreans from Hyundai/Kia, and they took just some 50 years become a respected brand name, valued, and desired. Well, Tesla has achieved in little more than a decade. A small example: a few months ago announced that it will release a midsize sedan to mid-2017, and has already accumulated bookings. To 350,000 units. It is something like half of the cars that are sold in Argentina each year, only for a model that didn’t even hit the market! How did this happen? How Tesla became the car that everyone wants to have? Here are some tips.
Innovation and guts
Innovation. Here is the heart of what Tesla is, because it was born as a manufacturer of electric cars. OK, now we all know that the future by going there, but 13 years ago he had to have a lot of guts to jump into the car market -conservative par excellence – with a technology so disruptive, and little tested until then. Clear that Tesla started with a small convertible niche -Roadster 2003 – and at that time all the world foretold him, in the best of cases, a future reasonable as a producer of car craft. So, staying under the radar of the giants of the industry, Tesla was accumulating experience and knowledge, especially in the field of the batteries, which are the key issue, because of them depends on the autonomy of an electric vehicle. For when he got his first car in earnest -the Model S, a sedan of a size equivalent to an Audi A7 – the brand born in California, he could already boast a range of 300 kilometers. and there the thing became serious. As much as their ability to leave paying to any sports car race at a traffic light, thanks to its 320 HP (772 in the most powerful version current) and its ability to accelerate from 0 to 100 km/h in less than 4 seconds.
But not in accordance with this, the company continued upping the ante, and is now playing a big stop, because it wants to impose itself as an absolute leader in the field of driving autonomously. In fact, he declares that all of its new Model S starting in 2017 will have total capacity to move without driver intervention. A breakthrough as radical and premature, that many see as an unnecessary risk.
Born digital
That impulse to the technological rupture, even with the risk that involves, to a large extent explained because Tesla was born in the epicenter of global innovation: Silicon Valley. That area of California, near San Francisco, is the father of the giants in technology who are changing our world: Google, Microsoft, Apple, Uber, E-Bay, PayPal. In fact, the success of this latter company -a pioneer in secure payment over the Internet – is key in this story, since its sale went out the dollars needed to Elon Musk (we’ll be back on him) went on to found Tesla. In other words, Tesla broke in an industry that moves at the pace of a mammoth, with a mentality and agility of a gazelle. (Note: keep in mind that fawns are very fragile, so the mortality rate of companies dotcom is very high).
Design: do not innovate
let’s go Back to the car. Currently there is a deep debate in the world of design automotive, about what is the form that should take the electric cars. Goes from how to harness the enormous potential morphological that are generated when you do not need a huge volume to accommodate the engine, to what style is the best expression of this new propulsion clean. And not to mention the cars that are driving, that opens up new possibilities almost endless. Just look at the strange car of Google or test the expectations generated by Apple when it announced that it was also developing a self-autonomous to check.
The paradox is that-even being a forerunner in both technologies-in terms of design, Tesla made a magnificent, powerful drive the conflict and decided not to innovate: when the time came to shape the Model S, just did a car with the form conventional. if we can call it a conventional to a silhouette very similar to that of the Aston Martin Rapide, with which it shares in good measure its proportions. Here the intuition was perfect: innovated the best in all that is below, but in the design of the bodywork -one of the most sensitive aspects for the acceptance on the part of consumers – it simply made the car more stylish and elegant as possible, according to canons very classic.
yes, gadgets and the surprises hi-tech abound, and there is no better example that the doors gullwing in the new SUV of the brand, the Model X. Like to impress with style.
Charisma and personalism
All of these great stories of companies that generate a before and an after, are inseparably associated with the history of some great man. It is the place in which it embodies -literally – the american dream. Henry Ford (Ford), Bill Gates (Microsoft). and perhaps the most paradigmatic of these times: Steve Jobs, the genius of Apple. All of them, figures potentísimas, bright, charismatic, always in a point of unstable equilibrium between the hero and the antihero: philanthropists are able to change the world (for good) to a step of becoming super villains from a Bond movie (this must be why Citizen Kane remains a film so current). Tesla, of course, has its own prohombre: Elon Musk, a type that concentrates all the attributes of the gender, and -no joke-comes with a plan to change the world, both for its solar batteries to home (which would mean that each house is autoabastezca of energy), as well as with its plans for exploration interplanetary manned. It is clear that this boy is 46 years old (born in south Africa but an american by adoption) does not beat with serious attitude.
But beyond the mythology of the extraordinary man, his particular effect is that it makes possible a system of decision making different, based on the leadership of one. More intuitive, more adapted to the digital world, generates a lot more speed of response and adjustments of course, even with the risk of falling into whims. The opposite of large corporations, privately, which are characterized by their huge bureaucratic structures and their intrinsic aversion to risk.
The iPhone of cars
Innovation, design, even the attractive figure of a hero. Where converge all of these factors? In something called a brand value, an indicator that measures something like the gotta that produces a product or a particular brand, beyond how many units you sell or even how much money you earn. Is what determines consumers to make queue at the output of a new model, and that investors do in the queue to purchase shares of the company. The concerning all of this concept is Apple, positioned at the altar of brand value thanks to the iPhone, its flagship product. All the automotive -even though some seeking to renege on it – dream to be in that place. And that is the place now occupied by Tesla. In the united States (and gradually also in Europe), the californian brand has become a perfect mix between eco-awareness, flaunt the technological sense and style, luxurious but casual. That’s why Tesla is the brand chosen by all the progres liberal -and wealthy – of the larger coastal cities (celebrities included), who have become the Model S US$ 80,000 luxury car most sold in the united States.
from the new Model 3, demonstrating responsible lifestyle, technology and cool is going to be accessible also to all those who can pay for $ 30,000 worth. Later that early will arrive to Argentina, but believe me that, until then, these cars are going to continue giving that talk. .
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