There are many EV players in the market today, and frankly, for many years now. Your everyday mass production automakers have joined the fray, with cars like the Chevrolet Volt, Nissan Leaf, and many others doing well in the EV market. Luxury carmakers like Audi and BMW are also in the EV race. But the leader has emerged and is already too far ahead for others to catch up - and it's Tesla. People may laugh at Tesla and the man behind it (Elon Musk), but the fact remains, Tesla has complete dominance in the EV market.
But why is that so? What propelled Tesla so far ahead of the competition?
Experts say that the “green label” most EVs use to market themselves may be a bit premature. One reason for that is that the lithium used in lithium-ion batteries isn’t all that freely available. Much like gasoline, it has to be mined, and mining isn't anything more than using Earth's non-recyclable resources, along with plenty of human exploitation. Secondly, unless the electricity used to charge EVs itself is green (unlike the diesel generators that power portable chargers) electric cars are no more green than gasoline-powered ones.
So, are EVs and Tesla really the future? We don’t know about Tesla, but EVs will have to be, with gasoline reserves now being drained at a much higher rate than anticipated. More inroads are needed to make EV batteries greener than what they are. Yet, dozens of technology-driven companies are now competing for the same resources and their spot in the EV market. And if that is the case, what are the real reasons behind Tesla’s electric car dominance?
Tesla Does Have Superior Technology
Tesla cars aren’t just fully electric, they are superior roadsters and SUVs capable of mind-boggling speeds and unheard-of miles on a single, full charge. Take the case of the Tesla Model S for example, the first EV to be brought out by Tesla that can go 0-60 mph in a crazy 2.4 seconds. On a single charge, it will travel an astonishing 373 miles. A supercharger can recharge a 130-mile range for the Tesla Model S in 15 minutes. The jury is out: Tesla is a leader when it comes to EV technology.
And its technology is coveted. Enough for other companies to use Tesla parts, as a matter of fact. Daimler uses Tesla’s battery packs, and some Toyotas even use Tesla's motors. Mercedes-Benz has a penchant for Tesla’s powertrains as well, and Tesla has even made GM insecure enough for it to appoint a task force to keep an eye on Tesla’s latest developments. And why not? Tesla's cars are taking the world by storm. The company created even more buzz when it introduced the mind-boggling Roadster, going 0-60mph in just 1.9 seconds and achieving top speeds in excess of 250 mph, with a 620-mile range on a full charge. Being a leader in technology, its no wonder Tesla is currently far ahead of any other EV maker in the world.
Lately, Tesla's been addressing some of the biggest issues their cars have - their price. So slowly, the company is now also churning out cars aimed towards the masses, making it affordable to own a Tesla.
Elon Musk Has Impeccable Timing
Just before the Solyndra scandal caused millions of damages to taxpayers’ money, Tesla managed to secure a massive subsidized loan from the US Department of Energy (a hefty sum of $465 million) as part of the Obama administration's Cleantech Initiative. Musk seized the moment, and the good news is that Tesla repaid the loan as well.
While the company itself was founded by two silicon valley engineers, Martin Eberhard and Marc Tarpenning, Elon Musk soon became the face of Tesla as he took up the position of CEO. Eberhard was later ousted from the firm, and Musk’s one-point agenda for Tesla has been: "Build a sports car. Use that money to build an affordable car. Use that money to build an even more affordable car. While doing above, also provide zero-emission electric power generation options". Tesla cars are only expected to get cheaper over the years, and with a robust distribution channel, Musk knows how to get Tesla everywhere.
With an ever-expanding production line, buying a Tesla car may not warrant an endless waiting period anymore. With all its ts crossed and is dotted, Tesla may just continue to be the world leader in EVs. Along with the aesthetically pleasing and technologically superior models it makes, Musk makes for the perfect salesman to sell a Tesla to just about anyone who can afford it.
Just imagine, the Cybertruck fiasco could have put many a good man to embarrassment, but Musk took it in stride, and flipped the jokes around like the true showman he is.
Tesla Upholds A Certain Brand Image
Tesla didn’t just get into making EVs. It decided to make high-end electric sports cars that looked gorgeous and drove faster than many gasoline models as well. Tesla doesn’t even need to sell its cars in mass numbers, like a Ford or GM, to make a profit, so there is a feeling of exclusivity about it as well.
The fact that Tesla uses its exclusive distribution channels also means that buying a Tesla is an experience in itself. You don’t go to any car dealer and ask for a Tesla – you go to Tesla and demand one. This has led to higher customer satisfaction as well as brand loyalty.
While recent media reports of Tesla cars catching fire, being in collisions, or having quality control issues have been parried about, the NHTSA gives them high safety ratings with no issues. So, these are not unsafe cars, and most of the electrical glitches are fixed via open-air software updates.
Finally, it all boils down to the looks. Tesla’s EVs look futuristic and cool, a far cry from the brick-like Toyota Priuses that celebrities loved to flaunt in the name of “green cars.” Today, these very celebrities have parked their Priuses for good, and opted for a Tesla model instead, depending on their budget and the face they want to portray. Capricious Leonardo DiCaprio, for instance, traded in his Prius for a Tesla Roadster which suits his playboy image to a tee.
For the rich and the famous who vie to be the “cleanest and greenest” of them all, an aesthetic, speedy, and visible Tesla makes for the perfect car. And Tesla knows this as well.
This is probably the one reason why they fitted the Tesla Model X with gull-wing doors, even if they drew flak over it. Ultimately, in today's eco-and-fashion conscious world, even the best of green will not sell well if it doesn’t also make the neighbors green ...with envy.