Netease Technology News, August 1st. Recently, the "Connect" website reported that Tesla began delivering its Model 3 last weekend. This car is much more than just an electric vehicle; it carries significant implications. Many believe that this model has the potential to become a revolutionary product in the automotive industry, akin to the iPhone in the tech world.
Last weekend's arrival of the Model 3 sparked excitement among many. This excitement stems from the fact that the car symbolizes a new chapter in automotive history—a chapter without the internal combustion engine that has dominated for over a century. Instead, it makes electric vehicles a reality, inspiring technological innovation and appealing designs.
Tech enthusiasts might recall the excitement surrounding the launch of the iPhone in 2007, which seemed to herald a revolution. Similarly, if the Model 3 proves successful, it could become the iPhone of the automobile industry, leading others to follow suit. It might even pave the way for a future where not only electric cars but autonomous vehicles dominate our roads, surpassing even Google’s ambitions in this area.
Creating the Electric Car Dream
When comparing the Model 3 to the iPhone’s launch in 2007, it's worth noting that smartphones were already available before the iPhone. Similarly, there are other electric cars on the market now. However, these models often appear bulky and lack appeal. The Chevrolet Bolt, priced similarly and with a comparable range, failed to generate widespread enthusiasm. The BMW i3, with its futuristic design and use of innovative materials, didn’t attract many buyers either.
For the Model 3, Tesla promises a seamless and refined electric driving experience. Customers can walk into Tesla stores and order cars, solar roofs, or home batteries. They can rest assured that they can travel long distances thanks to Tesla’s dedicated Supercharger network for rapid charging. This creates a comprehensive ecosystem—much like Apple’s.
Like Apple, Tesla and Elon Musk have cultivated a massive fanbase. This fame excites potential consumers, prompting competitors like Audi, Jaguar, and Porsche to showcase their own electric concepts. These concepts, while powerful and aesthetically pleasing, aim directly at Tesla.
Shaping the Future of Autonomous Driving
The Model 3 should also lead the charge in autonomous driving. Currently, Tesla’s Autopilot offers semi-autonomous capabilities, allowing hands-free driving only on highways. However, Tesla plans to provide wireless updates to enable full automation across all its vehicles without any hardware changes. This is akin to Apple launching the App Store, which brought unprecedented advancements to mobile phones—new ways of dating, money transfers, social media dominance, and the rise of the sharing economy. Tesla’s changes will allow drivers to monetize their cars in unimaginable ways, such as lending or sharing them while they're not in use.
Tesla already has some ideas along these lines. Musk envisions helping car owners add their vehicles to Tesla’s car service fleet. These cars won’t sit idle for 22 hours a day; instead, they’ll be able to drive autonomously while their owners sleep, work, or go on vacation, picking up passengers and earning extra income. This means Tesla will compete directly with giants like Uber, Waymo, and NuTonomy.
Scaling Up
Tesla must capitalize on the Model 3’s release to scale up significantly. The company aims to produce 500,000 cars in 2018, doubling its 2016 production levels, which is still small compared to companies like VW, Toyota, or GM that ship over 10 million vehicles annually. However, Tesla’s "bigness" may have limitations.
"If Tesla succeeds with the Model 3 launch," says Wallace Hopp, a professor of automotive business at the University of Michigan, "they'll secure a cool spot in the electric vehicle market. But I suspect most electric vehicles will come from traditional manufacturers producing cheaper, reliable, and powerful cars."
Tesla may never outsell its competitors in numbers, just as Apple’s iOS cannot outpace Android in market share. It may also struggle to turn a profit. But that doesn’t matter—those aren’t Musk’s goals. He has always stated that the company’s mission is to accelerate the world’s transition to sustainable energy. And he seems to be on the right path.
The Secret of Design
The final key aspect of the Model 3 is its design. It’s sleek and not at all clunky. It looks great not because of its designers’ efforts but because it emphasizes simplicity. The center console features only one large screen. Externally, it resembles a smaller version of the Model S.
Designers note that simplicity will ensure the Model 3’s longevity. "I think each version of it will have a very long life, whereas models like the Bolt will quickly age," says Geoff Wardle, a vehicle design teacher at the Pasadena Art Center Design Institute in California.
However, if you focus on the Model 3’s seats, screens, colors, and even pricing, it’s easy to overlook what truly sets it apart: its technology. Loaded with sensors and a car supercomputer, Tesla engineers can push software updates wirelessly, much like Apple does.
Jeff Miller, a computer science professor at the University of Southern California, notes, "The difference between Tesla and traditional carmakers is that Tesla is a tech company making cars, while the latter brings technology to cars."
The Model 3 is essentially future-proof. Tesla’s engineering team continuously updates software wirelessly, allowing owners to enjoy new features via a touch screen. What Tesla is doing is just the beginning. Welcome to the 21st-century automotive revolution. (Lebang)
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