Tesla at full throttle in the race for volumes – Challenges

At the end of October, Tesla’s capitalization shot up to the $1 billion mark. And, since then, it has remained above. This is 3.5 times that of Toyota, number one in the world, 7.5 times that of Volkswagen, number two, and more than 100 times the value of Renault on the stock market, although the French manufacturer sells more than double of cars per year. year. The enthusiasm of the financial markets for Tesla, whose value has increased twelvefold in two years, is mystical. And no matter what may frustrate that blind faith. However, the alerts are numerous: the brand of stars and fashion fools has received repeated warnings from the US agency in charge of road safety, after numerous accidents with emergency braking or its Autopilot semi-autonomous driving system. The fatal accident in Paris, in mid-December, of a G7 taxi whose driver lost control of his Tesla 3 adds to the controversy. And this, not to mention the dissatisfaction of American customers with the reliability of models, in surveys by JD Power and Consumer Reports. “However, a broken car can cause much more damage than a broken iPhone,” emphasizes Matthias Schmidt. And this German consultant, who has created his own firm, insists: “The world of the car is more complex than the world of smartphones with which many like to compare Tesla.”

But Elon Musk and his fans just want to see the undeniable success of a label created in 2003 to produce electric sports cars in very small series at the time. Since 2012, the end of craftsmanship has been replaced by the series with the Model S limousine, accompanied by its SUV derivative, the Model X, marketed in 2015. These two models have allowed the Californian brand to become known throughout the world. world. For the first time, a zero-emission car offered a range capable of coping with long journeys. Above all, this unprecedented range of action was supported by Superchargers, stations covering the United States, Europe and China equipped with electrical terminals that allow the car to be charged in about an hour. Better, in 2017, the Tesla Model 3 democratizes the market with a sale price starting at 43,800 euros. “The big manufacturers will hit the same niche hard for less. And that’s where it’s going to be tough for Tesla.” Didier Leroy, former vice president of Toyota.

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