Tesla Now Defines a New Era for The Global Auto Industry

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Tesla did some work with Daimler and Toyota in the past decade and emerged as a defining force for the new era in the global automotive industry. How did this happen?

Edward Taylor, Norihiko Shirouzu, and Joseph White have published a very interesting analysis at Reuters discussing how Tesla defined a new era for the global auto industry.

Tesla's ascent took many investors and automotive analysis by surprise, but executives at Daimler and Toyota had a close-up view of Tesla since 2009. Although their official relations with Tesla didn't continue until the present, what Tesla did for them ushered a new era for the automotive industry.

Here are some quotes from the article.

"That investment gave Mercedes engineers an inside view of how Musk was willing to launch technology that wasn’t perfect, and then repeatedly upgrade it, using smartphone-style over-the-air updates, paying little regard to early profitability.

"Mercedes engineers helped Tesla develop its Model S luxury sedan in exchange for access to Tesla’s partially hand-assembled battery packs, but in 2014 Daimler decided to sell their stake amid doubts Tesla’s approach could be industrialized at scale."

In another instance in the article, the authors write how Tesla helped Toyota Motors to design and prepare the 2010 RAV4 electric vehicle.

Here is a quote.

"The Japanese giant also cultivated ties with Tesla, with the U.S. startup helping it design an electrified RAV4 compact sports utility vehicle under a 2010 deal. Toyota was impressed by the speed with which Tesla came up with the new design but ultimately decided Tesla’s methods were not suitable for mass production by a mainstream manufacturer when Toyota’s standards for product quality and durability were applied, two company insiders familiar with the partnership said. Toyota said the joint project involved cooperation on the development of electric cars, parts and production systems. “Toyota accomplished what the project set out to achieve, and it ended in October 2014 after Tesla delivered roughly 2,500 electric powertrain systems over three years” for an electrified RAV4 crossover SUV, a spokeswoman said."

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Reuters https://www.reuters.com/article/us-autos-tesla-newera-insight/how-tesla-defined-a-new-era-for-the-global-auto-industry-idUSKCN24N0GB