As a car company, Tesla is putting more and more energy and resources into the construction of the energy system, including the overall industrial chain of solar energy production, storage and consumption. Has Tesla "running off"? Or does Musk put too much energy on the derivative business that is not related to the core business of the car?
Elron Musk, the best representative of Silicon Valley to toss and cross-border, and one of the most sci-fi companies in the world, is the most innovative entrepreneur in the world, and can even be without one.
When people are immersed in a series of crazy and exciting results such as X.com, PayPal, Tesla, SpaceX, Solarcity, Hyperloop, etc., he has begun to challenge more difficult and unfinished tasks.
Tesla, the most outstanding representative work of Musk's entrepreneurial career to date, has always been known to subvert the image of the traditional automobile industry, but in the recent period, its development path and traditional car companies, and even other new energy vehicles Compared with enterprises, there have been even greater changes and even turns.
On August 1, 2016, after a period of game and negotiation, Tesla announced the acquisition of another company founded by Musk, solar energy company Solarcity.
At the beginning of January 2017, Tesla and Japan's Panasonic's lithium battery "super factory" jointly built in the desert of Nevada, USA, began to officially mass-produce batteries, which will be mainly Tesla's upcoming Model3 electric car, Powerwall. 2 Home power supply and Powerpack 2 consumer storage equipment supply.
Subsequently, after the further growth of Tesla's car society, Tesla announced that after January 15th, its super charging station began to charge, and the distance from Beijing to Shanghai would cost about 400 yuan.
It can be seen that as a car company, Tesla is putting more and more energy and resources into the construction of the energy system, including the overall industrial chain of production, storage and consumption of solar energy. For the whole vehicle business, although new products such as SUVs and compact models have been added, this does not seem to be the only key point for Tesla.
Has Tesla "running off"? Or does Musk put too much energy on the derivative business that is not related to the core business of the car? If we try to think about it in a higher dimension, we might get a different answer.
The beginning of a century-old automobile industry revolution
The earliest modern concept internal combustion engine car was invented by the German Cole Bentz in 1883. He and two other businessmen set up a partnership in Mannheim, Germany - the Rhine gas engine plant, now Mercedes-Benz The predecessor of the company.
But in a strict sense, this is the first time that a modern internal combustion engine car has been introduced. It is not the first time that the "car" was invented. Earlier, in the 18th century France, steam-driven vehicles, even buses, had emerged.
Can you imagine a steam engine-powered car carrying a lot of firewood? That was the main source of power for vehicles before the advent of fuel vehicles. Today, fuel cars that have replaced wood and steam are facing the strong challenges of the first round from electric-powered cars.
Overall, although the momentum of this wave of electric vehicles is quite rapid, the absolute number is still quite rare compared to the traditional car: According to the US government's energy use report, the current plug-in electric vehicles account for US car sales. To 1%.
Even so, the United States is already the country with the largest number of electric vehicles in the world. Japan and Germany, which have been successful in the fuel vehicle era, are relatively indifferent to new energy vehicles. Chinese car companies have the strongest interest in new energy vehicles and their enthusiasm for development. highest.
Judging from the development of several new concept car companies in China, it is still in the initial stage of following the footsteps of Tesla. Except for a few of BYD and LeTV, which already have the manufacturing capacity and high-quality battery solutions, most of them Still in the exploratory stage.
Throughout 2016, Tesla has delivered a total of 76,230 electric vehicles, a significant increase from the 50,000 vehicles in 2015. Coupled with the planned number of Models up to 400,000 units, Tesla has sufficient reasons, capabilities and motivation to consider how to provide these vehicles with more secure and more durable energy and other industrial chain support services.
In contrast, although Chinese electric vehicle manufacturers have a very high enthusiasm for vehicle manufacturing, and their sales volume has been growing rapidly year after year, the emphasis on the energy supporting system represented by charging piles is generally insufficient. In fact, this is a kind of Lack of performance of industry-wide thinking and action.
Why is Solarcity?
From the beginning of Tesla's business, Musk operated the new energy model of the automobile system with a global mindset. It is better to bear high losses in a long period of time, and also to carry out the energy supporting system in parallel with the sales of the whole vehicle. Construction.
As early as 2013, he had already defined the "photovoltaic - energy storage - charging" super charging station mode, a construction of a super-charge station covering the entire United States, all provided by SolarCity.
Beyond the supercharger station, Solarcity is also the largest residential solar installation company in the United States with a market share of approximately 30%. This part of the business can be combined with Tesla's home charging equipment, through the photovoltaic roof, Powerwall energy storage equipment, plus charging pile equipment and electric vehicles, to form a family-based integrated clean energy solution and use program .
The problem is that although both Solarcity and Tesla were founded by Musk, they still belong to two different economic entities, following the development strategies of the two companies. Although there is deep cooperation, it is only reached at the intersection of the two strategic development trajectories.
At the initial stage of Tesla's development, there is no excessive demand for Solarcity's energy business and products. However, with the increasing number of vehicles in various models, it is necessary to provide energy services to the owners. Solarcity is integrated. Within Tesla’s development strategy, it has become imperative.
So in August 2016, this acquisition was achieved in the eyes of countless doubts, and many people were watching the skepticism of Musk’s “left and right to the right handâ€. But through this transaction, Tesla basically mastered the entire cycle of energy, from the installation of solar energy, to the storage through the Powerwall and the Powerpack, and finally through the Tesla car for energy consumption. .
In the transaction announcement, Tesla official said, “We will become the only vertically integrated energy company in the world to provide customers with end-to-end clean energy products. The first change will be the energy of the car you drive every day and drive the car. It's the energy you need to keep your home and your company running. With Tesla's Model S, Model X, Model 3, solar panel systems and Powerwall, you can use energy in the most efficient and sustainable way. , reduce costs and reduce dependence on fossil fuels and electricity."
From this wording, we see that in the eyes of Musk, the importance of Solarcity in Tesla's electric vehicle industry is extremely critical and even decisive.
Clean energy enhances industrial space
Who is the car and the oil?
There may never be a standard answer to this question, but with the rapid growth of electric vehicles, the unbreakable "allies" relationship between cars and oil energy has already had a tendency to collapse.
Among the various types of electric energy, Musk chose the photovoltaic industry as the first choice for energy. Compared with wind energy and water energy, photovoltaic power generation is simple and easy to implement. It can complete the laying of photovoltaic power plants in most parts of the world and go deep into the home without worrying about the source pollution caused by thermal power in the process of power generation. It truly meets the environmental protection of new energy vehicles. Low carbon concept.
As the conversion rate of light energy, initial installation costs and grid connection have to be resolved, like China, the proportion of photovoltaic power generation in the US is not high, less than 1%, which is still based on the past four years. The average annual growth rate of the solar market is over 50%.
The intervention of electric vehicles unleashes the advantages of easy installation of photovoltaic power plants and convenient access to energy sources, and has formed a clear and strong energy use channel, which gives the photovoltaic industry a chance to get rid of the previously confusing faces in energy use, and even It is possible to form a clear and distinct use difference with thermal power.
When Tesla made clear the charging station charging standard in early January, it emphasized that the car charging business is not based on profit. But with the charging system as the starting point, it is indeed better to let the family accept Solarcity's photovoltaic roof and energy solutions, which is expected to further enhance the market performance of the Solarcity family business in the future. The two can form a good situation that promotes each other and jointly improves the user's habit of using new photovoltaic energy.
At present, Musk has 19% Tesla shares and 22% SolarCity shares, which will allow him to maintain the position of the largest shareholder in the new company to ensure that the new company has sufficient influence to complete its grand development. strategy.
In Tesla’s previously announced acquisition roadmap, it is clear that the company’s priority goal is to achieve “business continuity†between the two companies. Under the Tesla brand, it will sell and market three types of products – Cars, batteries and solar energy, and continue to develop common products in the follow-up.
At this point, an atypical "energy company" with a car as its core business and use side has already begun to take shape, and the Tesla car with unlimited scenery is even one of the nodes of this huge energy production-storage-application integration company. .
Musk once said, “The world is not lacking a car company. What is lacking is a company that pursues sustainable energy. Electric cars are just one aspect. For many people, this may be contrary to common sense, but I think there are things that must be done. Do, this is self-evident."
It can be seen that in his planning, the energy business will occupy more importance in the future than the car. Although this will be a long development process, Tesla and Sloarcity after integration are indeed developing rapidly on this road.
When one day in the future, we all live in an era of collecting energy from ubiquitous photovoltaic materials, storing energy from high energy density batteries, and driving a series of novel and intelligent hardware products, please don't forget, all of this, It was accelerated from a cool Tesla Modle S.
The ambition to dominate the energy industry chain
Through this acquisition, Tesla will form a closed loop for photovoltaic power generation, energy storage, electric vehicles and even new energy home applications. This means that Tesla will not only be an electric car company, but also an energy company that provides one-stop service.
Musk and Tesla officials have never concealed the ambition of acquiring Solarcity. Although it will take some time for investors, consumers and the public to accept such a grand strategic landscape, this is not a problem for the top genius in Silicon Valley.
Tesla official pointed out in the report:
“We will maximize the development of the core capabilities of Tesla and SolarCity. Tesla's experience in design, engineering and manufacturing will help the development of solar panel technology; and SolarCity's huge sales network and sales channels. And the ability will help Tesla to produce customer-friendly financial products that will create Forsla and its customers."
“We will provide the best installation service for clean energy products. SolarCity has the highest level of solar panel installation, and this capability will greatly facilitate the development of Tesla's Powerwall and charging system installation.â€
Mask said in a conference call:
“This is something that we have been thinking about and arguing over the years. From the perspective of product integration and the most compelling experience for the average user and business users, we do need to achieve more rigorous product integration. Very suitable, Tesla is taking every step to solve the battery storage problem, and Solarcity will be able to provide some exciting products."
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