In 2013, Musco's popularity in China was far less than it was ten years later.

But as the president of the world's first publicly traded electric vehicle company and the founder of SpaceX, the world's leading private rocket company, Musco's popularity is actually not very low.

Today's event was presided over by Zhu Yifan, and Masco personally took the stage to communicate with various media in China.

Unlike the average business person who likes to wear a suit, Musco wore jeans and a polo shirt today, looking rather casual on the stage.

"I started researching and investing in electric vehicles in 2004, and eventually started Tesla in 2008."

"I hope that through Tesla, we can break the shackles of the traditional automotive industry and make electric vehicles mainstream."

"Tesla's entrepreneurial journey has not been smooth sailing, and at the beginning of the company's existence, we faced huge financial pressure and technical challenges."

"We need to keep raising money to support the company's growth and keep refining the battery technology and car design."

"After many difficulties, we were able to move forward in 2010 with loans and investments......

When these bigwigs of Musco came to power, they must talk to you about their feelings first, and introduce to you the background of Tesla's establishment and the process of their efforts.

This is also what many heads of start-ups say when they come to power.

Musco is no exception.

"Tesla's design and technological innovation have allowed our Model S to stand out in the highly competitive automotive market......

"It can travel more than 600 kilometers on a single charge."

"It can increase the speed from 0 to 100 km/h in 3 seconds."

"The emergence of this car has successfully proved that electric vehicles can also have the same performance as traditional fuel vehicles."

"Last year, we delivered 2,650 Model S, which is a small number, but it's a good start for an emerging electric vehicle company."

"What is even more worthy of everyone's expectation is that our sales in the first quarter of this year have exceeded the sales of last year......"

Musco didn't take the script, he just stood on the stage and spoke freely for about half an hour.

I have to say that people's eloquence is still very good.

Many media at the scene were recording and writing articles quickly.

This kind of speech is what they prefer, because it is easy to sort out an article with content, netizens like to read, and it will not be boring.

"Mr. Yu, this Musco is quite able to speak."

"I feel that Tesla is likely to become the second largest electric vehicle company after Future Cars in the future, and we need to pay attention to their movements in time."

He Ling felt a hint of crisis from Musco's speech.

As an elderly person in Autohome, she is naturally very aware of the positioning of her website.

Serving Nanshan Automobile Group is their core responsibility, and the rest are all around this purpose.

Other media outlets may be very excited and happy after listening to Musco's speech.

But Autohome is different.

"It really needs to be paid attention to, and when the time comes, we will sort out the information and report to the Nanshan Automobile Group."

"Especially on the side of the future car, the positioning is very close to Tesla, and I will have a good chat with Zeng Tingting when the time comes."

"I estimate that Tesla has entered the Chinese market in such a high-profile manner, and she should have noticed it."

Yu Yu looked at the elated and dancing Musco on the stage, and quickly thought about how he should make some meaningful suggestions to Nanshan Automobile Group at that time.

Musco, she went to find out about it.

This person is really not simple, and it cannot be looked at with common sense.

Maybe Tesla can make a different name in his hands.

At least in the American market, she firmly believes that Tesla can make a scene.

"I just saw that Tesla has also used large-scale integrated die-casting technology, and I have the impression that their die-casting equipment seems to be sold by Nanshan equipment?"

He Ling mentioned a rather embarrassing topic.

She felt that if Pan Jinxing of Nanshan Equipment saw today's situation, she would probably regret it.

"It's true that Nanshan equipment sells it, but I don't think it's anything."

"After all, even if Nanshan equipment is not sold, other equipment manufacturers will find a way to enter this market."

"At that time, I didn't get any benefits."

"Look at Asmarc? They wanted to jam us on the lithography machine before, but in the end, they were forced into a corner by Nanshan equipment. ”

Yu Yu looks at the problem from a higher angle, but in the same situation, her thoughts are different.

"That's right, Tesla, a company that is not from the traditional automotive industry, will have a slightly different technical concept in all aspects."

"The communication architecture of those domain control is also very different from that of traditional automobile companies."

"When the time comes, I think I can consider buying one and dismantling it and analyzing it well."

Autohome's current organizational structure is actually quite large, not only has the business and publicity content of the game section, but also has a special technical department and a dismantling department to disassemble and test some models on the market.

The reports they output can form some articles, and they can also form special reports for external sales.

Tesla's Model S is still worth disassembling and comparing.

As for the cost of dismantling, it is estimated that there is hope that it will be sold back by selling the report.

And when the time comes, the dismantled car will not be scrapped directly.

"Well, you can work with the future car side to do this dismantling and benchmarking, and then talk about the situation clearly."

There are already many car companies that produce new energy vehicles in China, and there are more than a dozen electric vehicles that are being mass-produced and sold.

But other models have no way to pose a threat to the W7/W8/W9 of the future car, and Tesla is a little different.

Yu Yu and He Ling both felt that the other party was menacing, and this intuition was often very accurate.

While He Ling and Yu Yu were communicating about this matter, Musco on the stage also began to introduce the price issue that everyone was most concerned about.

"As we have just introduced, our Model S is a luxury electric vehicle that performs better than the flagship sedans of traditional luxury brands."

"Its minimum starting price is only 739,900 yuan, and different configurations are ......"

As soon as this price of Musco was announced, the media below exploded.

With a starting price of 734,000 yuan, this is really selling yourself as a luxury car.

This price is already about the same as the W8 and W9, which are larger in size and higher in configuration.

It can be said that this car is not cost-effective.

However, Cao Yang, who watched the live broadcast on Autohome's website with Zeng Tingting, had a slightly different idea.

"Model S is just an electric car that Tesla has taken to test the waters in the Huaxia market, and its sales in Huaxia are destined to be relatively limited."

"Through this car, their high-end brand image has been established, and when other models are launched in the future, the pricing range is very flexible."

"Even when the time comes, people can sell a car that costs 200,000 yuan to 300,000 or 400,000 yuan, and there are many people who feel that they are worth buying."

As soon as Cao Yang said this, Zeng Tingting's attention immediately increased a few points.

This style of play is very different from the average independent brand.

Considering Tesla's excellent performance in the United States, it seems that I need to pay attention to it.

"Mr. Cao, do you think the main cars that Tesla wants to sell in the future are mid-range models?"

"Now this publicity is completely against the BMW 7 Series and Mercedes-Benz S Series, as if it is going to take the luxury route."

Zeng Tingting and these people are watching Tesla now, and they must not be as clear and thorough as Cao Yang.

Tesla's first car was a sports car, and the second car, the Model S, was a coupe-style high-priced model.

Therefore, it is not surprising that everyone will think that Tesla is a luxury brand model that takes the high-end route.

But that's where Tesla comes in.

When electric vehicles were just beginning to develop, it was a high probability that sales would not increase.

At this time, engage in some niche and high-priced models to improve the brand positioning.

Later, a relatively affordable model will be launched, which makes people feel that it is very cost-effective, and sales will explode at once.

At that time, it was not so difficult for the company to make a profit.

Conversely, if Tesla were to launch a Model 3 model and then produce high-end models such as the S and X, the final sales performance would not be the same at all.

"Musco's electric vehicle is to subvert the traditional fuel vehicle market, and if we want to achieve this goal, we must go to the volume."

"Taking the high-end luxury route, it is destined to be impossible to have a particularly large sales, so in the end, Tesla will definitely launch a relatively low-priced electric car."

Cao Yang gave his reply very affirmatively.

After all, these are the paths that people have walked, and he doesn't even need to think about them to answer.

"Then do we need to consider making some adjustments to the brand positioning of our future cars in the future?"

"After all, now our selling price is also relatively high, and the brand is relatively high-end, but the sales volume will definitely not be particularly high."

Drawing inferences from one another, Zeng Tingting raised her own questions.

In her mind, she may have regarded Tesla as the main competitor of future cars.

"Our situation is different from Tesla, the entire Nanshan Automobile Group has several brands of Xingchen Automobile, Future Auto and Jaguar Land Rover, at the same time, we also have a joint venture such as Nanshan Hongqi, and we also have very in-depth cooperation with many independent brands such as Yangcheng Aion and Changan Automobile."

"The development of the electric vehicle industry, whether it is the increase in sales of high-end cars or the change in sales of low-end cars, we can enjoy the benefits from it."

"So in the future, it is okay for cars to continue to take the route of mid-to-high-end."

"Blindly reducing prices is not necessarily a good thing."

Although Tesla's path in its previous life was very successful, the situation has changed now.

With the emergence of Nanshan Automobile Group, both the automobile industry in China and the automobile industry in the world have undergone great changes.

In the future, cars don't need to expand sales by launching lower-priced models, which may not necessarily make more money.

After all, Nanshan Automobile Group is now not only the largest car in China, but also the largest parts supplier.

Sometimes the money earned through the three electric parts is not necessarily less than the money earned by the whole vehicle.

"That's right, our situation is quite different from Tesla's."

Zeng Tingting thought about it for a while, and felt that what Cao Yang said was still very reasonable.

And when the two of them were discussing Tesla, Musco, who had finished announcing the price, did not end his speech.

"Cars have been around for hundreds of years, and in those hundreds of years, a lot of innovative technologies have been applied to cars."

"But in the last decade, traditional fuel vehicles have evolved very slowly, and it is rare to see innovations that make everyone shine."

"Any model we design at Tesla is to subvert the traditional industry pattern and bring you a completely different experience."

"Whether it is integrated die-casting technology, subversive domain control design, or the integration of various parts, Tesla is doing much better than traditional enterprises."

"In the global automotive industry, I have only seen similar designs on the future cars of Nanshan Automobile Group."

"It can be said that Future Auto and Tesla, together with Tesla, have led the next round of automotive industry reform."

The hot spot is not only done by Huaxia's own brand car companies.

Obviously, Tesla is also preparing to rub the hot spot this time.

Future Auto is a special existence in Huaxia electric vehicle companies, relying on three SUV models, monthly sales have rushed to the 20,000 mark.

For a model priced at 500,000 to 1 million, it is already remarkable that it can sell 20,000 units a month.

Even if this sales volume is a global sales volume, it should not be underestimated.

Before Tesla entered Huaxia, it must have done all kinds of research on the Chinese market.

The only thing that can enter Musco's vision is the future car.

"I think many of the ideas of Cao Yang, the founder of Future Automobile, have come to mind with me."

"In the United States, in addition to owning Tesla, I also have SpaceX, which, like Daystar Technology, researches and produces its own launch rockets, and is committed to exploring the vast space for mankind, and is ready to send humans to live on Mars in the future."

The more Musco spoke, the more excited he became, and he continued to take out his own company to benchmark with Daystar and Future Automobile.

This kind of behavior of rubbing hot spots, which he has done, is not inconsistent at all.

Tesla and SpaceX both have their own core technologies and are leaders in their respective industries.

Therefore, the form of their hot spot this time is still a little different from the situation of other companies.

In other words, it is a kind of mutual rubbing hot spot that complements each other.

Tesla can promote it in this way in China, and the future car can also take a similar approach in overseas markets such as the United States.

Anyway, everyone rubs hot spots with each other.

……

"Mr. Lu, in this Tesla activity, Musco always talks about Cao Yang and Future Cars, it's too strange, right?"

Qiantu Automobile, Qin Lihong and Lv Bing specially put down their work and watched the live broadcast of Tesla's event in the conference room.

Although Tesla was not well-known in China before, as the No. 1 electric vehicle company in the United States, it must be worthy of everyone's attention.

Any company that can become the first in the industry in the two huge markets of China or the United States must have its own uniqueness.

This point, whether it is the people of Qiantu Automobile, or some other electric vehicle companies, all have this understanding.

"People are very smart, they must have in-depth research on the Chinese market."

"Don't you think that when Musco makes such a statement, there is a lot more material for articles that can be written by various media?"

"At that time, the publicity effect for Tesla will definitely be greater than many advertising costs."

Lu Bing didn't think there was anything strange about Musco's speech at all.

He even thinks about how to market and publicize the new products of Qiantu Auto when he thinks about the launch of new products in the future, how to publicize them, and what he should say.

Is it also possible to take several models of future cars to benchmark and rub the hot spots?

Anyway, like integrated die-casting technology, Qiantu Automobile is also in use.

The integration of components such as motor three-in-one, they are more or less also doing.

As for the domain control, now the new cars have been designed almost, if you continue to change, it is estimated that it will be more troublesome, and you can leave it to the next model to improve.

Qiantu Auto has made a little effort in the interior first, giving consumers a completely different experience.

For example, in terms of seat design, it can be made softer.

Although there is not much difference in the cost of soft and hard, and there is not much difference in technology, the experience is very different.

With the right words, you may be able to have an unexpected effect.

These are all things that Qiantu Auto is considering.

"That's right, the Model S car was originally more topical, and now there are so many topics between Future Auto and Cao Yang."

"When the time comes, the media will be able to play on their own, and the effect will be even greater."

"I have to say that this time the event has indeed achieved its own propaganda purpose."

Qin Lihong thought about it and felt that Lu Bing's analysis was really reasonable.

It seems that my thinking is still not broad enough.

……

Tesla stepped on the Mercedes-Benz S and BMW 7 Series on the one hand, and on the other hand, it was bragging about the future car.

In this way, there may not be any big opinions on the future car side, but Mercedes-Benz and BMW are definitely very dissatisfied.

"McTie, your sales department needs to get involved and let Tesla know that the Model S is not a competitor to the BMW 7 Series at all."

"They can succeed in the American market because Tesla is an American company, and it doesn't mean that their products are really comparable to ours."

Early in the morning, Amoha was very upset and called McTee to him.

Yesterday's Tesla event, although he didn't watch the live broadcast directly, but he obviously saw the relevant news reports later.

Then I found time to re-watch the video of the event.

This look at it naturally makes me angry.

Tesla obviously wants to climb up on the shoulders of BMW.

How can such a thing be endured?

In the United States, Tesla's sales can surpass BMW's sales of the 7 Series, but in China, Amoha will never allow such a thing to happen.

Otherwise, cats and dogs will rub hot spots on BMW cars in the future, and it is estimated that all kinds of disgusting things will come out.

"I've noticed that in the United States, Tesla has always advertised it."

"Especially after their sales exceeded the 7 Series in the first quarter of this year, various media in the United States were full of relevant news, as if Tesla was really more powerful and more luxurious than our BMW."

McTee apparently doesn't have a good impression of Tesla either.

No one wants others to step on them and climb up.

"As a brand-new electric vehicle company, it will take time for Tesla to fully gain the recognition of Chinese consumers."

"I don't think Nanshan Automobile Group is willing to see the rise of Tesla, after all, several of their brands are taking the high-end route."

"The emergence of Tesla, to a certain extent, will have an impact on the sales of various brands of Nanshan Automobile Group."

"When you are working on a marketing plan, you can consider uniting with Autohome to deal with Tesla."

Naturally, Aimoha is well aware of the relationship between Autohome and Nanshan Automobile Group.

As long as BMW is willing to step up and take the lead, he thinks that Autohome will definitely be happy to follow and deal with Tesla.

"Well, I'll also communicate with Mercedes-Benz later, Tesla stepped on our Mercedes-Benz S at the same time, I guess Mercedes-Benz is also very dissatisfied with Tesla."

Mercedes-Benz and BMW are facing similar situations in the world, and their positioning is also very close.

When Tesla promoted its Model S, it also compared the Mercedes-Benz S and the BMW 7 Series at the same time.

These situations, Aimoha and McTi are relatively clear.

"Tesla is not a local company in China, and now it will definitely face many problems when it enters a new market."

"While they don't have a firm foothold, give them some discomfort as soon as possible."

In Aimoha's view, Tesla, a car company that takes the high-end luxury route, must be cracked down.

Especially if Tesla itself pointed the finger at BMW, it would be even more damned.

"In recent years, China has also established several new electric vehicle companies, the future of the car has been successful, if Tesla can also succeed in Huaxia to gain a firm foothold, it will certainly stimulate more capital into the field of electric vehicles, when those new power companies do not follow the traditional rules to build cars, it is likely to have a very big impact on us."

"It will also make our career full of uncertainty."

"I am going to publicize this argument on the Chinese Internet, and I can even accept some media interviews and spread it through media channels."

McTee and Amoha spent half an hour in the office, preparing several plans to deal with Tesla.

The entire automotive industry, to a certain extent, has entered a more critical period.

(End of chapter)