Elon Musk slips, Tesla holds the road

Elon Musk slips, Tesla holds the road

Surprises are to be expected, novelties are already announced, disappointments are not excluded. Despite the difficulties of its bubbling boss Elon Musk, the car brand Tesla is soaring again this year towards new records. Like its competitors, it suffered from the shortage of electronic components, logistical difficulties, and even the prolonged closure of its Chinese factory due to Covid. Unlike the majority of them, it ended the year with a 40% increase in sales and exceeded one million deliveries, with 1.3 million registrations, i.e. the equivalent of the entire French market. in 2022. No other brand can boast such a record and benefit, like it, from the take-off of all-electric.

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In Europe, its Model Y, a compact family SUV, was the most delivered car, all energies combined, in October and November. In France, on an electric market which now represents more than 13%, its Model 3 sedan is no longer the best sale of the year, as in 2021. It only ranks third. But with its Model Y, the American manufacturer now places two of its cars in the top 10 favorite electric cars of the French. Its commercial sites, already more than twenty, will continue to grow in France, like its network of 1,600 superchargers.

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A wave called to intensify

Inaugurated in March 2022, the “ gigafactory of Berlin-Brandenburg, the fifth in the world, continues to ramp up to water the European market. Its Model Y production was already reaching 3,000 vehicles per week in December.

Elon Musk could also take advantage of the twentieth anniversary of the brand, in July, to beef up his range. Several prototypes have already been presented during shows often bathed in lights and electro music. But their launch schedule remains secret. ” Tesla has chosen to develop its own sales network. The brand has no dealers or sales agents. Person to keep informed of their projects “, notes a competitor.

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Today, Tesla only has four models. In order of appearance on the roads, the Model S sedan arrived in 2012, followed by the Model X, a large SUV with butterfly-opening rear doors, the Model 3 and the Model Y, an in-house bestseller.

We no longer have electric cars that meet the 2023 criteria

The marketing of a new Model 3, refreshed inside and out, has not been confirmed, but seems certain for 2023. Already delivered in Europe at the very end of the year, Model S and Model X in a more luxurious version will continue their offensive. The Model S has in its sights the Mercedes EQS and its 100 kWh battery, with a range close to 800 kilometers. To compete with the German – and all electric cars in the premium segment sold for more than 130,000 euros – Tesla has promised new batteries “ revolutionaries “. They would allow prowess in terms of acceleration, the signature of the brand, and of course, better autonomy. In the longer term, for the European and Asian markets, the boss of SpaceX and Twitter would have in mind a Model 2, more compact and accessible. The project is still only the subject of rumors, but the innovative capacity of Elon Musk’s teams has already taken the entire industry by surprise. In France, such a vehicle would allow Tesla to regain favor with the ecological bonus. ” We have no more cars that meet the 2023 criteria “, we regret at the manufacturer.

The year which begins could also be marked by the arrival of Tesla on the very top of the range, in the category of supercars, where Ferrari, Aston Martin, Lamborghini compete. A roadster is in the pre-marketing phase and the first copies, in limited edition, are offered for reservation for 250,000 dollars. This supercar could be overtaken on the starting line by a pick-up. Three years ago, Elon Musk presented “ his vision of a light commercial vehicle equipped with a skip, triggering hundreds of thousands of reservations. His pickup would be ready for the American market.

Finally, in December, the brand won another of its bets: to create an electric semi-trailer. The Tesla Semi offers 800 kilometers of autonomy for 37 tons of cargo. Again, customers jostled. The PepsiCo group was the first to be delivered and dozens of units are in production to supply the fleets of new customers.

Ex-Wall Street star victim of Twitter scandal

Despite its industrial performance, in a complicated context, the financial markets let Tesla go. Star of Wall Street a few months ago, the car brand has fallen out of favor and is struggling to recover. Musk’s personality is the main cause of investor jitters. In November 2020, the manufacturer joined the prestigious S&P 500 stock index. No entry has weighed so much in the last decade. It will generate one of the largest financing transactions in the history of the index “, then declared the officials of S&P Dow Jones Indices. The following year, the manufacturer’s share price reached historic peaks. In August, its market cap exceeded $900 billion, with 2021 revenue of $53.8 billion. By way of comparison, the Volkswagen group, which achieved 83 billion dollars in sales in the same year, does not “ weighed on the stock market than 250 billion. Tesla rivaled the greats of American tech, Elon Musk even dethroning Jeff Bezos as the richest man in the world.

The collapse of more than 70% of Tesla shares is more synonymous with distrust of an ultra-media-exposed boss than a questioning of a unique economic model in the automotive industry. The acquisition of Twitter by the billionaire at the end of October continues to weigh on his empire. With an action falling to 108 dollars – against 205 for Ferrari – the correction is now considered excessive by the consensus of analysts.

The expected proliferation of new rechargeable models should not prevent Tesla from keeping the lead in the 100% electric race. If the risk of an industrial accident is never ruled out, its driving aids system, often pointed out as its main technical weakness, has not been the subject of any recall from the American authority. responsible for road traffic. “ The system we use is fitted to many of our competitors’ vehicles “, we defend ourselves at Tesla. Even the delivery delays blamed on the American hit the entire industry. In mid-February, the presentation of the 2022 results and forecasts for 2023 should be among the most followed in the brand’s young history. Elon Musk should reaffirm that Tesla remains at the top of his priorities. And continues on its way.