How Tesla's Constant Improvements Are Making Its Vehicles More Affordable

Tesla's future vehicle designs will be determined by how they can be manufactured

Tesla

Tesla has revolutionized the automobile industry with its innovative and futuristic electric vehicles. The company's mission to accelerate the world's transition to sustainable energy has propelled it to become one of the most valuable car companies in the world. But Tesla's success is not just based on its mission or sleek designs. The company has constantly worked towards improving efficiency in its manufacturing process, resulting in faster production times, lower costs, and, ultimately, greater accessibility to electric vehicles for consumers.

During Investor Day, Tesla's Chief Designer Franz von Holzhausen and Lars Moravy, Vice President of Vehicle Engineering, discussed how the company continues to improve its manufacturing process, allowing it to produce more vehicles faster.

Cybertruck Changed How Tesla Works

Tesla's Cybertruck is a prime example of how the company has continued to innovate and improve its manufacturing process. Before this vehicle, the company intended to scale production by combining design, engineering, and manufacturing. This change resulted in a more efficient process; however, the shift to fully automated manufacturing caused production issues, leading Tesla to understand the importance of balancing human and robotic labor.

Now, instead of designing a vehicle and figuring out how to manufacture it, Tesla designed the Cybertruck around the manufacturing process. This approach led to using stainless steel, which resulted in a more efficient operation and a dynamic design. Tesla's manufacturing approach has always focused on making constraints part of the solution.

Changes to the Entire Process

As detailed in the slide presentation, the modelized structural battery is on the floor, and the interior and seats are attached from the bottom up or top down. This allows for better operator density, less time doing nothing, and a 30% improvement in space-time efficiency. In addition, Tesla is now looking to balance parallel and series manufacturing, building all sides of the cars independently, painting only what is necessary, and assembling the car parts only once. This will lead to a 40% reduction in footprint, allowing for faster factory building and more output per unit. This innovation will reduce costs by up to 50% and increase the scale and adoption of electric vehicles.

Tesla's success in the automobile industry is based on more than just its mission or sleek designs. The company's commitment to improving manufacturing efficiencies has not only made electric vehicles more accessible to consumers but has also set it apart from its competitors.

Tesla's ability to combine design, engineering, and manufacturing simultaneously and turn constraints into solutions has resulted in innovative and exciting vehicles that are also affordable. By improving manufacturing processes, Tesla is accelerating the world's transition to sustainable energy and changing the automobile industry.

Tesla Cuts Newly Formed Content and Ads Team, Musk says Ads Were “Too Generic”

Tesla eliminated a newly formed marketing team of about 40 employees as part of its global layoffs, Bloomberg reported on Monday morning. On X, Elon Musk said the ads created by the team were “far too generic” adding that they would apply to “any car”.

Exactly. The ads were far too generic – could’ve been any car.

— Elon Musk (@elonmusk) April 22, 2024

The team was led by Alexander Ingram who joined Tesla in August 2019 as Communication lead for Automotive. After a few different roles connected with content and social media, Ingram was promoted last December to Senior Manager of Global Growth Content. In the new role, he was leading a global team of creatives focused on Tesla's first ads, as well as social media.

Ingram put out some excellent behind-the-scenes videos on Tesla’s technological advancements such as the one below explaining Tesla’s single casting.

Tesla’s Advertisement Strategy

At Tesla’s 2023 annual meeting of shareholders, Elon Musk said that the company would “try a little advertising and see how it goes”. Since then, Tesla ads have been seen in Google search results and on YouTube.

In Tesla’s proxy statement filed last week, it is seen that the automaker has spent around $200,000 on X-advertising through February 2024.

“As part of a multi-platform advertising campaign, Tesla also directly or indirectly purchased advertising on X, which totaled approximately $0.2 million through February 2024”

Bloomberg’s source added that Tesla still has a smaller marketing team in Europe.

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Tesla Is Ending Its Current Referral Program; New Version Will Arrive in “A Few Months”

Tesla's Referral Program

Not a Tesla App

Tesla shared on X that it’s ending its current referral program globally by the end of April. It’ll be replaced by a new one, but that is still “a few months away”, according to CEO Elon Musk.

When Musk was asked if the current credits would be lost, Musk responded by saying “No, just that new credits would not be earned until we launch a future referral program.” That means there’ll be a gap of a couple of months when owners will not be able to earn referral credits.

Tesla was always famous for relying on its community to promote its vehicles rather than spending millions (or even billions) in ad campaigns.

Through Tesla’s referral program — which started back in 2015— customers have been earning referral credits by having friends use their referral link when ordering a Tesla product or taking their first demo drive. At the time, it started with a direct $1,000 prize for the referrer but later evolved to a more complex system with different tiers and points.

Prizes have changed a lot over the years

In its latest version, scheduled to end by the end of the month, Tesla models (S, X, and Y), along with Powerwall, solar panels, and solar roofs, are available for purchase using a referral link. In this version, owners can redeem credits from merchandise to software upgrades for their vehicles. They can even redeem credits for several months free of Premium Connectivity or FSD.

Our current referral program benefits will end after April 30 in all markets

— Tesla North America (@tesla_na) April 20, 2024

The Evolution of the Referral Program

Tesla’s first referral program was released in July 2015 where customers who referred new buyers would receive $1,000 for every new Tesla Model S delivered. For those who were able to accrue 5 or 10 referrals for the US automaker, Tesla raised the bar and offered invitations to the opening of its Giga Factories or even a fully loaded Model X.

Over the first 2 years, Tesla significantly increased the value of the prizes and even offered free or discounted Roadsters with enough referrals. However, in 2019, Elon Musk decided to stop amid cost concerns.

The referral program was re-launched in late 2019 offering new buyers free supercharging for a period of time, FSD access, premium connectivity, or $500 off a new vehicle.

What’s Next

Given the considerable gap of “a few months” between the current program and the next one, it is expected that Tesla will bring a new structure with updated awards focused on minimizing Tesla’s cost while increasing the brand’s awareness.

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