Tesla has achieved something that nobody in the auto industry thought was possible (2024)

Tesla has achieved something that nobody in the auto industry thought was possible (1)

  • Tesla has developed a mini-monopoly in the auto industry.
  • Tesla is the first new auto brand to appear in decades, and as it has survived it's come to dominate the market for luxury all-electric cars.
  • The US auto market is incredibly competitive, so Tesla's achievement is admirable, though it may be temporary.

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Back in the 1950s, General Motors was at its peak. It defined the postwar American corporation, was widely viewed as a shining example of how a large company should be managed, and controlled half of the US car market.

Yep, just half. Consumers bought the other half from GM's competitors.

That's the best anyone has ever done at monopolizing the US market, and to be fair, antitrust fears were much more robust in those days. GM had disincentives to grow too large — the Sherman Act of 1890 and the Department of Justice.

GM remains the biggest automaker by sales in the US, but it controls less than 20% of the market. For consumers, this level of competition has been wonderful; the level of choice when it comes to buying and leasing new vehicles in America is high.

For GM, as well as other large carmakers, having to operate in this realm isn't always fun, but if pressed they'll admit that there's something distinctly American about the market being hyper-competitive — and they might even acknowledge that having Germans and Japanese brands to do battle against helps them to improve their own capabilities.

Read more: Tesla has big plans for a factory in China — but its lofty ambitions could lead the company to make an old mistake

Essentially, the big automakers doing business in the US concluded long ago that any single company achieving monopoly power wasn't just unlikely — it was pretty much impossible. I mean, look at mighty Eisenhower-era GM and its crummy 50%!

That was all before Tesla came along.

Tesla is a micro-monopoly

Tesla has achieved something that nobody in the auto industry thought was possible (2)

Hollis Johnson/Business Insider

CEO Elon Musk and his company have pulled off a couple feats. First, they've created the first new US car company in decades (the last was American Motors in the mid-1950s). Second, they've defied the received wisdom and conceived a monopoly.

OK, it's not areal monopoly. It's what I would call a micro-monopoly. The market for all-electric vehicles is globally tiny, at only about 1% of total sales (although Tesla, manufacturing hundreds of thousands of EVs, is doing its part to double it to 2%). In the US, Tesla dominates luxury EV sales — so much so that it will be the first to hit a threshold beyond which federal electric-vehicle tax credits start to phase out.

That's impressive, but there's an asterisk. Two, in fact.

First, Musk doesn't want to be in a market of one. He knows Tesla isn't big enough to start displacing internal-combustion engines and slow the pace of global warming. So he wants other automakers to follow Tesla's example.

Second, there isn't any meaningful competition in the EV industry. True, other companies have begun to design, build, and sell Tesla alternatives. But they aren't expecting to sell very many. The value of zero-emission vehicles for them is that they assist in meeting stringent government standards across automaker fleets, enabling legacy carmakers to continue building large and profitable pickup trucks and SUVs.

But nobody cares if Tesla is a monopoly

Tesla has achieved something that nobody in the auto industry thought was possible (3)

Bill Pugliano/Getty Images

The bottom line is that nobody cares if Tesla has a monopoly. And nobody will. History is on their side, after all. Monopolies are stunningly difficult to develop in the auto industry, and even if you can manage one, you end up losing so much money of cheap small cars that it's practically impossible to exercise any hard-wrought monopoly pricing power.

Tesla, of course, is exercising pricing power with its mini-monopoly. It can charge a pretty penny for its sexy all-electric cars because they're both Teslas — the brand has mega-cachet — and because customers who have demanded its cars are willing to pay up. Years of easy credit have also helped.

Even if Tesla were incredibly successful, thereby expanding its micro-monopoly, it still probably wouldn't encounter calls to break it up or curtail its ambitions. In 2018, around 17 million cars and trucks will be sold in the US. Tesla would need dozens of factories to take over. Currently, it has one plant. Building new ones or even assuming ownership of existing ones would consume years and cost billions.

Besides all that, it's unclear that anyone would want to seriously compete with Tesla's growing micro-monopoly. The assumption is that as enthusiasm for EVs evolves, there will be plenty of time for experienced, established automakers to jump into the market, given how staggeringly expensive it is to be an automaker in the first place.

For what it's worth, that is the reason why Tesla is the first to emerge since the 1950s. It's a tough business, and it isn't going to get any easier.

Tesla has achieved something that nobody in the auto industry thought was possible (2024)

FAQs

What made Tesla so successful? ›

Tesla took a unique approach to establish itself in the market. Instead of trying to build a relatively affordable car that it could mass-produce and market, it took the opposite approach, focusing instead on creating a compelling car that would create a demand for electric vehicles.

Did Tesla disrupt the auto industry? ›

So, it is no surprise that with their D2C approach Tesla has disrupted the traditional automotive retail experience. By controlling the sales process and utilizing technology to engage with customers, Tesla has been able to create a more streamlined and efficient way to sell vehicles.

What makes Tesla different from other successful US car manufacturers? ›

1. It develops cars as it would a software product. Tesla builds cars by developing software on unique hardware, much in the way Apple develops the iPhone or Microsoft leverages Intel chips and Dell PCs. This enables the company to improve its cars' software functionality every few weeks.

How has innovation helped Tesla be successful? ›

Tesla has emphasized on battery innovation that gives potential power to its vehicles' engines. Battery pack innovation makes Tesla's products more affordable. In addition, its partnership with Panasonic also contributed to the company's innovation strategy.

Is Tesla a success or failure? ›

Tesla reported record profits and record revenues for 2022, as the company heads into a new year facing a number of steep challenges. Profit for the year hit $12.6 billion, more than doubling since 2021 and beating the expectations of most analysts.

Why Tesla is better than other cars? ›

Less maintenance – Another advantage of driving a Tesla is that an electric vehicles don't require the typical oil changes, fuel filters, or spark plug replacements that come with a gas-powered car. With fewer moving parts, peace of mind is quickly achieved while owning such a reliable vehicle.

What is the biggest problem with Tesla? ›

Most of the Tesla quality issues are found in the actual construction of the car, but one thing that brings up serious safety concerns is the failure of the power steering units. Unlike the average ICE vehicle, Tesla's power steering system is electric, offering a ride similar to a high-end sports car.

How did Tesla impact the automotive industry? ›

Accelerated Mass EV Adoption

There were already EVs before Tesla. Electric cars date back to the late 1800s, but it's undeniable that Tesla has had an immense influence in accelerating the mass adoption of electric vehicles. Before Tesla, electric vehicles were seen as cumbersome to use, slow, and lacking range.

How has Tesla overcome industry obstacles? ›

Charging Stations, Distribution, and Service

Tesla used knowledge from Silicon Valley to reduce potential barriers to entry, and Tesla is also using knowledge from Silicon Valley thinking to deal with network effects, or network externalities, in the auto industry.

What makes Tesla different from other car companies? ›

It makes use of its expertise in battery technology to reduce the total cost of ownership over the life of the vehicle. Tesla's electric automobiles are far less complicated than their internal combustion counterparts.

Why is Tesla more successful than other electric cars? ›

It accelerates fast. One of the key features of an electric car is its acceleration, and Tesla is no exception. The company's Model S, for example, can go from zero to 60 miles per hour in 1.99 seconds. And its Model X SUV can do it in 3.8 seconds – or 2.5 seconds with plaid mode engaged.

What advantages does Tesla have over its competitors? ›

Tesla has a clear advantage over competitors thanks to its lower production costs, higher energy density and longer battery life.

What is the secret of Tesla success? ›

Tesla's business model is different from that of most automobile manufacturing companies because it owns the entire supply chain from manufacturing to distribution. This strategy is driven by the ultimate goal of lowering manufacturing costs and costs of goods sold, thereby assuring the business' sustainability.

What is Tesla's biggest innovation? ›

Tesla's Continued Innovations in Electric Vehicle Technology

From its Full Self-Driving technology and Smart Summon feature to its fast-charging infrastructure, Tesla is leading the way in the world of electric vehicles.

What makes Tesla so innovative? ›

Tesla's hardware architecture — a flat pack of batteries at the base, two electric engines (front and rear), no transmission, and so forth — also gives it an advantage over competing electric vehicles built on traditional vehicle architectures, such as a lower center of gravity, greater energy density, and more- ...

How has Tesla changed the world? ›

From electric vehicles to battery technology, solar energy, energy storage, and more, Tesla has developed products that have helped to shift the world towards a more sustainable future. Its approach to manufacturing, environmental impact, and open-source patents have also been notable contributions to the industry.

Is Tesla reliability improving? ›

Overall vehicle long-term dependability is improving but in its first appearance in the 2023 J.D. Power U.S. Vehicle Dependability Study, (VDS) Tesla lurked close to the bottom of the rankings.

What are the failed Tesla cars? ›

EV giant Tesla is issuing a recall of 26,681 electric vehicles including certain 2021-2022 Model 3, Model S, and Model X vehicles as well as some 2020-2022 Model Y vehicles due to heat pump failure issue. The move comes after US safety agency opened an investigation into the matter last month.

How long do Tesla cars last? ›

Your Tesla Can Last for Over a Decade

If you're an average driver, you can expect to drive your Tesla for more than a decade before you think about a battery replacement. Beyond that, your Tesla can clock over one million miles if you replace the batteries and motor.

Do Teslas have more problems than other cars? ›

Consumer Reports recently published its updated reliability report pertaining to the most unreliable electric vehicles on the market today. As has been the case in the past, the Tesla Model S and Tesla Model X are both on the top 10 list.

How reliable is Tesla compared to other cars? ›

In the current long-term reliability study, however, which stretches to three full years of ownership, Tesla cars in aggregate would've occupied 28th out 32 places in total with 242 issues per one hundred vehicles reported in the period.

How much does it cost to replace a Tesla battery? ›

Typically, depending on the car, the most basic battery replacement in Tesla costs between $5,000 and $20,000. For the Model S premium sedan, replacing a Tesla battery costs around $13,000-$20,000. Model 3 entry-level sedan and Model X premium SUV battery replacement can cost at least $13,000 and $14,000, respectively.

How much is a Tesla oil change? ›

RepairSmith offers upfront and competitive pricing. The average cost for Tesla S Oil Change is $135. Drop it off at our shop and pick it up a few hours later, or save time and have our Delivery mechanics come to you.

How much in debt is Tesla? ›

Currently, Ford has a total long-term debt of $140 billion, while GM is right behind with $115 billion in the same category. Tesla, on the other hand, has just $5 billion in long-term debt, and plenty of cash to show for it.

How technology has impacted the automotive industry? ›

Manufacturing Automobile Has Become Much More Easier

This has drastically reduced the cost of production for the automobiles and at the same time, it has helped in the increase of the production volume which means now there is more output with the same given number of input.

Why was Tesla so important? ›

Today, Nikola Tesla is recognized as one of the fathers of modern electricity. His contributions to the science of energy rival those of his chief competitor, Thomas Edison. An energy visionary, Nikola Tesla laid the groundwork for the electricity generation and delivery systems that we know today.

How has Tesla departed from existing automotive industry practices? ›

In addition to shifting away from gasoline-powered engines, Tesla has also changed the overall manufacturing process of key components such as the frame, body, and braking systems. Tesla vehicles have fewer total components with large cast pieces for the frame and body.

What problems did Tesla solve? ›

Tesla's incredible success comes from its history of solving big problems. Electric vehicles weren't cool, weren't fast, lacked usable range, and had no infrastructure for charging. The company roundly handled each issue, creating the coolest, quickest, longest-range, best-supported range of EVs.

What are the critical issues with Tesla? ›

There have been hundreds of reports of sudden unintended acceleration, brake failures, and "whompy wheels" – collapsing wheels due to faulty car suspension. These safety and quality problems have been compounded by the poor wait times of Tesla's customer service.

What is a strategic problem with Tesla? ›

Tesla's strategic problem seems to be that its price cuts may leave it stuck in the middle —between its former differentiation strategy and a potential cost leadership strategy in which Tesla would make a good quality vehicle at a price below that offered by rivals such as Kia, Hyundai, and others.

What's so special about Tesla? ›

All Tesla models are equipped with a driver assistance system called Autopilot. The feature enables a car to steer, accelerate, and brake automatically within its lane. The function does not replace the role of a driver, but is intended to make driving easier and cut down on accidents.

What is Tesla's competitive advantage? ›

Tesla has a clear advantage over competitors thanks to its lower production costs, higher energy density and longer battery life.

Why did Tesla become profitable? ›

Governments worldwide have incentivized automakers to develop electric vehicles in exchange for credits. Since Tesla only sells electric cars, it can receive these credits for free and then turn around to sell them at a substantial profit to other automakers that aren't yet able to meet the regulatory requirements.

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