In June 2020, I write a newsletter called “How Tesla’s Elon Musk Falls on the Competition, Just as They Build Momentum,” in which I analyze Tesla’s strategies to derail competition in its footsteps. It seems that Musk or Tesla, when a competing carmaker is about to take a significant step forward, releases an update that simply takes someone else’s attention away. In this week’s newsletter, I want to talk about what Elon Musk and Tesla can do in 2021 to combat a growing EV market, and take away the momentum from the companies that claim to be ‘the next Tesla’ .
Rivian
With Rivian coming to market soon with its R1T pickup and R1S SUV later this year, Tesla has a unique opportunity to stem the momentum of the upcoming carmaker. Rivian, led by CEO RJ Scaringe, has an adventurous, extravagant appeal to its consumers and its holders of reservations, a strategy that truly speaks to the EV drivers who choose electric drives because of their environmental impact. Rivian is probably the first electric car company to see its products regularly abroad, just for what they are ready for.
Tesla has always had a relatively luxurious connotation with its name, as its cars are usually sporty, smooth and perfect for driving on the road, where the accelerator can occasionally hit the floorboards (not suggested or recommended by me) . However, Rivian’s R1T, which has a traditional pickup design, is not as talked about or as popular as the Tesla Cybertruck. On a regular basis, the Cybertruck seems to come out of nowhere with a newly released modification or design update based on Elon Musk. With Musk revealing that the Cybertruck has been adjusted and reduced by 3%, there is no reason why Tesla will not show new photos of the fully electric “Cyberpunk” inspired pickup when Rivian is about to gain momentum. The conversation will almost certainly return to Tesla because of its name, the truck’s “polarizing” design and Tesla’s reputation in the segment.
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The R1S is a bit tougher of a cookie to crack for Tesla because it has nothing that really matches the design of Rivian’s SUV. The only thing that could derail the attention of the R1S is details about Tesla’s electric van. However, with the Cybertruck, Roadster and $ 25,000 vehicle projects already being talked about and delays due to the battery issues, there is not much hope of hearing from the Tesla Van in the near future.
Even still, something as simple as versions or Musk mentioning the possibility of an electric van will drive media into a frenzy. It’s probably going to be one of the only things to talk about in the automotive world for a few days. While Rivian releases its R1S, it will get coverage, but Musk and Tesla will enjoy preference, I would assume.
Lucid
Lucid is a company that apparently has the best chance of competing with Tesla in terms of the performance of electric cars. The Lucid Air Dream Edition Limited is one of the leading electric vehicles in terms of performance, and it has proven this by setting records at the Laguna Seca Racecourse in California. Probably the most sporty electric car since the Model S, the Air Tesla has roots, because Peter Rawlinson, a former Tesla employee who helped with the Model S project, is probably the most sporty electric car since the Model S.
The problem for Lucid is that Tesla is releasing the Roadster in the near future. Lucid has already delayed production due to the pandemic, and it will only come later this year. Tesla has ridden the Roadster a few times already, as it’s still evolving for some meteoric features, such as gliding, that Elon Musk seems to be inventing. While the Lucid Air has incredible performance and range that is impressive on its own, it does not hold a candle to the performance, range or excitement that Tesla Roadster fans have experienced. The update to the Roadster is incredibly sought after by enthusiasts, and any small detail is immediately eaten up by those interested in the vehicle. It is reasonable to assume that if Lucid announces its initial delivery of the Air, Tesla may counteract it with an update of the Roadster, large or small.
Not to mention, Tesla was able to take away most of Lucid’s appeal on its own with a quick ten-second clip of the Model S Plaid + dragging a quarter mile. Many people will be interested in the Air’s most robust performance package until they see the 1.7 seconds 0-60 MPH of Tesla’s new Model S power station.
Tesla teases Model S Plaid with a refreshing interior: new touchscreen, Roadster steering wheel, and more
Legacy car manufacturers and OEMs
There are many benefits here, and one of the biggest could be Tesla’s launch of Giga Texas later this year. More than a production plant, this facility will be a whole experience. A walk, entertainment, tours, you name it. Giga Texas will be a production facility that puts a lot of its competition to bed, simply because of its appeal. This will probably be the most immersive, personal “tour” experience anyone has ever experienced in a vehicle manufacturing facility. Who else but Tesla to make this happen?
Tesla does not have to do much differently than it has done over the past few years to take momentum away from the auto manufacturers. Continuing to build highly efficient, revolutionary electric cars is all Tesla needs to do to convince people that it is the leading automotive company in this front. Not much needs to change.
However, Tesla’s work is being cut out in Europe. European EV sales figures are dominated by Volvo, Kia, Renault, BMW and Volkswagen. According to Tesla, there is no car in the Top 20 in Europe this year EV sales blog. With Giga Berlin also later this year, that will surely change. My guess is that the Model Y cracks the Top 5 no later than three months after Giga Berlin’s first implementation, simply because of the demand, the appeal of the crossover baking style in Europe, and the clear advantage that Tesla has over the old car companies in terms of software. .
Despite the tumble in Wall Street, Tesla still has plenty of time to turn around in 2021. With the growth of the EV sector this year as new manufacturers release their first products, Tesla has the opportunity to show that they are still able to compete with the young guns in the EV industry. Tesla will definitely remain the best dog, and it may require a simple derailment of competition, just as it has done for years.
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