Currently some people believe that since the smart electric car is updated quickly, the model replacement needs to be carried out within two or three years.
But Tesla definitely doesn't think so.
is launched in the morning than the competitor, and there is no mid-term facelift or replacement in the traditional sense, but it is still selling very well. Tesla uses Model 3 as an example to prove what is the evergreen benchmark for smart electric vehicles.
In the past year, Model 3 has often appeared in various reports. The reason is that the new domestic models are mainly benchmarked against it, including Changan Deep Blue SL03, BYD Seal, NIO ET5, etc.
A closer look at the Model 3 since its earliest launch in early 2016, and it has been nearly 7 years since it was launched, but it is still mentioned by new models in China. Obviously, the market does not think there is any disconnection in the car.
In 2021, Model 3 ranked among the 10 best-selling models in the world with its cumulative annual sales of 508,000 vehicles. In the second quarter of last year, the global delivery volume of the car exceeded 1 million, becoming the first pure electric model to achieve this achievement.
What is even more rare is that in the context of this achievement, Model 3 has not undergone a traditional replacement or even a mid-term facelift in the past seven years, but it has been able to win the world in the global market.
If combined with the previous NIO Li Bin said that the cars sold by NIO now may be responsible for it until 15 years later in 2037.
It is not difficult to see from this that an excellent smart electric product can travel longer time periods, rather than the urgent need for some people to change the product within two or three years.
Since we want to become a product that can travel through time cycles, it also means that Model 3 must stand at the leading level of the entire industry in the project establishment stage.
The positioning of the "smart device" fully interprets the attributes of the car.
Officially mentioned, "Tesla is not simply adding smart attributes to cars, it is a smart device itself."
Tesla believes that through seven intelligent functions, such as remote temperature control, cinema mode, valet mode, sentry mode, Autopilot automatic assisted driving, FSD full automatic driving and OTA upgrade, it has brought users a brand new way of using the car.
In this, what can continuously improve user expectations is the OTA upgrade function. Whether it is in-vehicle network applications, function control or performance improvement, Tesla models can be met through OTA upgrade.
There is such a story about Tesla OTA.
Once, the US " Consumer Report " removed the Model 3 from the recommended model because the car's braking distance in the emergency braking test was "shocking".
Originally, Musk refused to admit the results of this test, but later chose to shorten the emergency braking distance of the Model 3 through OTA upgrade.
After this, Consumer Reports also restored its identity as a recommended model.
Because of this upgrade function, the official also publicly stated, "The day I bought Tesla was its 'oldest' day."
At the same time, the reason why Model 3 can give people a new impression of being used frequently is also because the car has set its sights on the future way of using cars since its design.
We often say that the interior design of Model 3 is simple, and even described as a "unfinished house". The car concentrates most of its functional adjustments on the central control screen, and compared with Model S, it also lacks an LCD instrument panel, and it is not equipped with a HUD head-up display.
Musk responded to this, "I think users will be willing to choose a better vision ahead."Because when fully autonomous driving comes, there is no need to submit some information that everyone doesn't care about in the front windshield. ”
It can be seen from this that smart devices are only the basic attribute of Model 3, and becoming an autonomous driving machine is its ultimate goal.
Because of this, when autonomous vehicles are mainly used to transport passengers from point A to point B, why should there be too much luxury materials for the interior?
In essence, Model 3 The car manufacturing concept in this regard is consistent with Robotaxi.
probably because Musk attaches great importance to such first principles. Therefore, in recent years, he insists on choosing to develop intelligent driving with the visual route. He would rather increase investment in algorithm research and development than match lidar .
What's more, he further decided to remove millimeter wave radar and ultrasonic radar and focus on the visual route. This has to be said to be a master of skill and courage.
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In fact, although Chinese brands are striving to launch arms races on lidar loading, after communicating with different manufacturers, they can actually find that all brands are chasing towards the ultimate direction of the visual route.
However, since Tesla's early accumulation is indeed deep, Chinese brands currently have to use lidar to shorten the gap.
If one day, Tesla can achieve full autonomous driving capabilities based on the visual route alone, combined with its OTA upgradeable attributes, which also means that the Model running on the road is currently running. 3 is also expected to reach the level of fully autonomous driving.
From this point of view, it is true that Model 3's "commonly used and often new" tag will accompany its complete life cycle .
As for Model Where is the end of 3's life? It's really hard to say.
Because this essentially asks the question of "whether the capabilities ceiling of Tesla's software team is?"
Among them, Musk, as a technology maniac and a successful entrepreneur, probably will not limit the answer to this question.
Intelligence is certainly the lifeblood of allowing the product to travel through a longer period of time, but to make the market willing to accept such an "old car", the basic item of this product must also be high-level performance.
Because of this, Model 3. It mainly focuses on the four basic items of "fashion, safety, performance and battery life".
Regarding safety, the steel and aluminum mixed materials used in the car provide a high-strength body structure, which can better absorb energy during impact and ensure the living space of the passenger compartment.
obtained a full five-star safety rating in the collision test of the US authorities. 3 Use actual performance to dispel Volkswagen's concerns about an electric car, especially for new brand models.
As for fashion, Tesla brought a grilleless front face design and a sloping back body shape. In addition, the design of the panoramic sky curtain and the central control large screen has now been praised by the whole industry.
On the basis of fashion, it is necessary to mention Tesla's cockpit experience innovation again. Its approach of focusing most functions on the central control screen is a revolutionary measure for most fuel vehicle users.
Because of this, I believe that fuel vehicle users are sitting in the Model After the 3rd car, we always have a refreshing impression, and this move also gives the car the reason not to undergo mid-term facelifting or even replacement.
In the era of fuel vehicles, the innovation of engine performance is a key focus of product iteration.
But in the era of electric vehicles, the high performance that is readily available has become an important support for new cars to be put into service for a long time.
Just as the Model 3's 100-kilometer acceleration can be reduced from 6.1 seconds to 3.3 seconds, this not only popularizes the performance of the past million-worth performance, but more importantly, it meets the needs of most people and allows it to obtain a longer life cycle than fuel vehicles.
converts the classic advertising slogan of the diamond industry, "The performance is forever strong, and a model will be passed on forever."
relying solely on fashion and performance, Model 3 can actually form enough advantages over fuel vehicle competitors of similar prices.
It's no wonder that since the car's debut, Musk has been sure that Model 3 focuses more on attacking the traditional energy vehicle market, including impacting the same-class BMW 3 Series , Mercedes-Benz C-Class , and Audi A4L.
And if the time is turned back to August 2020, at that time, the founder of Ideal , Li Xiang , once posted a message saying, "A car with a range of 445 kilometers has overwhelmed everything. Most people have not yet figured out how Tesla won, because the reason for the win is too rudimentary, not so glamorous, but has been ignored."
"Most car companies have seriously underestimated Tesla's self-built super charging stations, including the promotion of sales by NIO battery swap stations and charging systems." Li Xiang emphasized.
To this day, probably no one has not realized the importance of energy replenishment facilities.
How does Ren Xiaopeng think that the 800V ultra-fast charging technology is good, or how fast Feifan's battery replacement speed is. Before forming a large enough energy replenishment network, users probably have no feelings about this.
On the contrary, Tesla has launched the V3 super charging pile that can support 250kW peak charging power in 2019 to propose a plan to install 4,000 super charging piles in China in mid-2020.
By September this year, Tesla has built more than 9,000 in China, including more than 700 destination charging stations and more than 1,800 destination charging piles, covering more than 370 cities and regions, forming a charging network across the country.
If we look at the global market, when Model 3 was released in early 2016, Tesla built a total of 3,608 super charging piles around the world.
By the end of August this year, Tesla has raised the number to more than 35,000.
It is not difficult to see that the key construction of system strength is the key to Tesla's popularity around the world.
An excellent product must have its outstanding strengths, but it does not mean that it is perfect and flawless. For example, everyone will also complain about the workmanship, insufficient driving quality, and atrocious rear space.
But judging from the sales of this car, more users still choose to ignore these small issues and use real purchases to express their support for Tesla.
This also shows from the side that Model 3's strengths are indeed outstanding, and other basic items also show high scores. The overall product can be said to be flawless and not concealed.
So the question is, after the so-called replacement or mid-term facelift, what greater imagination space can be practiced in the future with Model 3?
First from Tesla's current efforts, it should be said that it is clear that the evolution of Model 3 into an autonomous driving machine.
After announcing the removal of millimeter-wave radar and ultrasonic radar, Marx said that the complete autonomous driving system , which has been for many years, may really be coming to an end.
In addition, Tesla is also working hard to mass produce 4680 batteries in terms of battery life.
This pole-less ear battery has a single energy density of 300Wh/kg, and the charging and discharging efficiency is 6 times higher than that of the pole-ear battery. After mass production, it can increase the range by 16%, and can further reduce production costs through a new packaging design.
Among them, the technical person in charge of a car company once commented that "4680 battery is a great boost to the research and development of battery cells in the entire industry. The battery can achieve a range of 600 kilometers on A-class cars, while it can achieve 800 to 1,000 kilometers on A-class cars."
If the major elements of "long battery life + fast charging technology + full coverage charging network" are collected, Tesla will undoubtedly be able to solve the problem of battery life anxiety of electric vehicles and further embrace the transformation of fuel vehicle users.
This move must be an important breakthrough for Tesla to move towards the next sales stage.
Furthermore, judging from the launch of the three-motor version of Model S, its acceleration of 100 kilometers has been further improved to 2.1 seconds. It is not difficult to see Tesla's ultimate requirements for high performance.
Is it possible for Model 3 to also launch a Plaid version in the future, and also emphasize the geek spirit advocated by Tesla?
According to the price of Model S Plaid over one million, in the era of electric vehicles, the ultimate performance must be purchased through a certain price code.
On the contrary, considering the volume mission of Model 3, its price reduction trend is an inevitable path, so it is not impossible to add higher performance and more expensive styles to expand the price difference.
Speaking of price cuts, the news that "Tesla denied the price cut of 40,000" during the National Day period once caused heated discussion.
Although this is the case, the market is more willing to interpret it as "public opinion test before price reduction".
In fact, based on the upgrade of Tesla's Shanghai factory production capacity this year and Musk mentioned in the middle of the year that he hopes the selling price will drop in the second half of the year. By the recent details of Tesla's insurance subsidy of 8,000 yuan, it is only a matter of time before Tesla returns to the old path of reducing prices and increasing volume.
It will take about not long, and Model 3 will return to the price of over 200,000 yuan. If you want to buy it, you can wait.
From the perspective of Model 3's price strategy and its market acceptance, this again demonstrates the characteristics of this car as an excellent product.
When the price rises, some people are willing to buy it. When the growth slows down, the official can obtain new increments by lowering the price, so that no matter the price rises and falls, its value can be exerted as much as possible.
In the current automobile market, no one except Tesla can do this.
From the market feedback, the situation of Tesla and Apple is roughly similar. Regardless of the price fluctuation, the market growth of the two is still firmly ranked first.
In addition to reflecting the strong brand status, this also largely shows the market's acceptance of its brand identity. No matter how old the user is or how wealth spans, consumers are willing to choose to embrace Tesla and Apple.
, the technology light luxury label can win more people's hearts than the luxury mark. I believe this is also the reason why Model 3 can still sell well since its launch seven years.
