The growth needed to transition to electric vehicles
Elon Musk's new master plan isn't ready yet. Tesla's CEO was asked about the company's five-year plan and his updated master plan at the stakeholder's meeting in August. While he didn't get into specifics, Tesla's head of investor relations reportedly did spill the beans at a Goldman Sachs invite-only tech conference. Martin Viecha gave one of the world's largest investment banks plenty of details on how the company will look and what will be accomplished by 2027-28.
Business Insider quoted the Tesla employee stating, "EV architecture is so different from internal combustion engine, it allows for a third revolution in automotive manufacturing."
Undoubtedly, Tesla has led the way in the electric vehicle space. However, that space is getting more competitive, with longer-established auto manufacturers ramping up electric vehicle production.
The audience of investors wanted to hear how Tesla would compete. Viecha repeated numbers from Tesla's second quarter earnings call. The cost of building the product has dropped by more than half in the last seven years.
He said in 2017, it cost $84,000 to make one of their vehicles, but it is now down to $36,000. Incredibly, those cost savings were not from batteries or supplies but from better vehicle designs and optimizing factories. Viecha said the cost per car manufactured is the most critical metric to monitor. It dictates how many vehicles can be built and just how big Tesla can become. He clarified that the company will continue to find ways to lower production costs.
With the falling cost of production, the interest in a less expensive Tesla continues to rise. While the term, Model 2 (Details on Model 2), was not reported, it's no secret that this has been on the company's radar for some time. Viecha says the company wants to be a high-volume automaker. Therefore, a more affordable option is necessary to broaden the portfolio.
However, the demand for the Model 3 and the Model Y is still so high that a new Model is not needed any time soon. That's an essential point because the head of investor relations said that a cheaper Tesla would be used in the Robotaxi (everything we know about the Robotaxi) production.
Of course, the investors needed some reassurance about Full Self-Driving. Musk has publicly stated that FSD can make the company worth a lot. Viecha said that supervised FSD is underway. He said more than 100,000 people are using FSD in the United States. However, he reiterated the point that the only way the system can improve is by collecting data.
Also, interesting to note that Viecha assigned generation numbers to Tesla products. The first generation is the Model S and Model X. While the second generation is the Model 3 and Model Y. He referred to Robotaxi and presumable the Model 2 as the third generation. However, with the Tesla Semi ready to roll and the Cybertruck coming next year, perhaps he wants to revise the generation breakdown for the next investor meeting.
Tesla is a regular in the news cycle; if it's not about the vehicle, it's about the CEO. It's no secret Tesla stock is down, and investors who are long on the stock have lost a considerable amount over the past month. One of those investors is Gary Black, the Future Fund managing partner, who said in August that Tesla is the fund's largest position. Black is calling on Tesla to hire a public relations department to inform the media and the public of the positives around the brand.
Oddly enough, at the shareholders' event in August, Black said, "the thing we worry about most is not PR; it's succession." Now it seems that is what Black is worried about. He recently tweeted: People can't complain about the media if TSLA refuses to correct articles that are wrong, or worse, won't maintain relationships with TSLA beat reporters and editors so they can get TSLA's POV out when needed. Strong PR will be needed to sell FSD safety. Think long-term.
Black's stance may be understandable to some, especially those who have watched their trading account shrink, but it's implausible because Tesla doesn't need a PR department.
Musk and the Mainstream Media Don't Mix
Musk is currently using his new company to hold mainstream media accountable. In case you missed it, he's releasing the Twitter Files, a detailed report backed up with real emails to show suppression of true stories.
The Tesla CEO also regularly calls out media outlets for false stories, misleading headlines and biased reporting. Musk will not hire a team to try to steer newsrooms, something he has so little respect for, and it's unlikely legacy media outlets will listen.
Media Biased Against Tesla
Bad news generates more views and clicks and keeps the advertisers paying. Even when the news isn't bad, take, for example, a recent Reliability Report by Consumer Reports. Most, if not all, mainstream media declared Tesla as the terrible one, even though Tesla moved up four spots from the previous year. It was hard to find a mention of the manufacturers that scored less. Those included Chevrolet, GMC, Volkswagen, Jeep, and Mercedes Benz. Yes, the expensive luxury brand was dead last in reliability. That is a story.
Reporters also picked up that electric vehicles scored low for reliability. Consumer Reports said it was because EVs are new on the market. However, scoring even lower were full-sized pickups. Those have been on the market for quite a bit longer.
Tesla, which also has not spent a dime on advertising, disbanded its public relations department in 2020. That's unheard of by a company its size, especially in the automotive sector. However, Tesla and Elon have something much better — you are reading it right now. Not a Tesla App is one of several blog sites that publish news about Tesla daily. Many of these websites have writers who own Teslas. The stories are much more accurate, positive and just plain better than anything readers will find in the mainstream. Who says bias must be negative?
Word of Mouth Advertising
Now add hundreds, maybe even thousands of loyal enthusiasts who defend and promote Tesla on social media platforms. Next, throw into the mix the hundreds of thousands of Tesla owners who quite often are spokespeople for the company whenever they get out of the car. I've been sure to add 10 minutes of travel time to my drives because I'm likely to get asked some questions at the grocery store or car wash.
This kind of advertising money cannot buy, and it's the kind of positive publicity media will not share. So while Black's concerns are legitimate, a PR department is not the solution. Instead, Tesla needs to keep doing what it's been doing and let the product, its fans and the Tesla-inspired websites do the rest.
Tesla is getting ready to introduce WiFi garage door support to their vehicles through MyQ.
Since our article yesterday additional details have emerged about how MyQ will operate, which vehicles will be supported and whether there will be a cost to use the service. This information is based on a page that appeared briefly on MyQ's website but has since been removed.
MyQ's website stated that support for their garage door openers would be coming to the Model 3 and Model Y. While this makes a lot of sense because those vehicles don't include a HomeLink module, we'd be surprised if Tesla didn't also add support for the Model S and Model X.
Let's get cost out of the way. Although MyQ does not charge a fee today to remotely open and close their garage doors, they do plan on charging a fee to use their devices in vehicles. This could be looked at similarly to how some services are free to use on a PC but require a subscription to use on your mobile phone.
The price posted on MyQ's website was a five-year plan for $179, which is still cheaper than Tesla's $350 installation cost for HomeLink.
Unfortunately, this removes a big benefit we thought MyQ would have over buying a HomeLink module for the Model 3 or Model Y. For Model S and Model X owners who already have HomeLink included in their vehicles, it may not make as much sense.
However, MyQ does provide some advantages over HomeLink.
The good news is that MyQ integration will be very similar to HomeLink, and better in some ways. What appears to be a rendering of the feature working in a Tesla was also posted to their website which shows off a screen very similar to HomeLink.
On the MyQ settings screen, you'll have a list of supported devices on the left side, such as garage doors, gates and possibly lights, but we haven't see any evidence of the latter yet.
On the right side, you'll see options pertaining to the device selected, such as its current state, whether the garage door should auto-open or close and the distance when the device should be triggered.
You'll also be able to have the vehicle fold in its mirrors when reaching the target location.
If you've used HomeLink, this should all look very familiar since it's almost exactly the same. However, there are a couple of differences that give the advantage to MyQ.
The first is that MyQ is a smarter system and it knows the state of your garage door. So if you're arriving home and the garage door is already open, it won't try to close it on you.
The other advantage is distance. Since MyQ works over the internet you'll be able to trigger the garage door or gate from further down the driveway, giving the door plenty of time to fully open before you arrive.
MyQ supports an array of devices, but it waits to be seen whether there will be support for these additional devices such as lights and door locks.
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