Musk promoted Tesla, but 3025 electric vehicles were removed from the shelves in China on the same day

At noon on July 6, Beijing time, Musk showed the true face of the Model 3 mass-produced car on his Twitter. Industry OEM endorsers said that the Model 3 reminded people of the early iPhone. Traditional industry skeptics believed that the decline in Tesla's stock price was Musk's shifting the focus of insufficient production capacity. The tug-of-war between the enthusiasm of Tesla fans and the short selling of investment banks continued on the other side of the Pacific. Coincidentally, on the same day, the Ministry of Industry and Information Technology suspended the production and sales of 3025 new energy vehicles because these models did not comply with the management regulations of the "Announcement". There is no harm without comparison. What Musk makes is a car, and what the Chinese make is a pile of garbage?

The clash of subversion and catching up thinking

Tesla is still a loss-making company so far. Although the loss situation has improved slightly compared with 2015, it is more serious than in 2014. In 2016, Tesla's revenue was US$8.55 billion and its loss was US$723 million.

Mike Jackson, CEO of AutoNation, the largest auto dealer group in the United States, has previously said that Tesla is either "one of the most sophisticated Ponzi schemes in history" or "investors will eventually prove to have made the right bet." "What would make me interested in Tesla? Selling cars at a profit," Jackson said. He believes that giving away cars at "less than cost price" is not a good idea.

Jackson is an outspoken executive in the traditional industry. It is worth mentioning that AutoNation's investor is Bill Gates. According to financial analysis firm S3 Partners, the amount of short selling Tesla has grown to $10.1 billion. Overall, short sellers of Tesla have lost a total of $3.7 billion this year, far more than the total loss of shorting any other US stock.

But no matter whether they are enthusiastic Tesla fans or short sellers, they have not avoided an essential problem: Tesla has changed the attributes of the commodity of cars. For consumers, changing the power system of a car from "burning oil" to "charging" is not the reason for them to choose EV. The only reason they choose is that you have an exciting point to impress them.

From charging experience to intelligent services, Tesla has not only subverted traditional gasoline vehicles, but also defeated traditional EVs in major markets around the world. This is why the beautiful General Motors BOLT, with its high appearance, long battery life, mature manufacturing capabilities and product reliability as endorsement, and no need to queue up to buy a car, still has monthly sales of only 900 units. And don't forget, the US market price of BOLT is US$25,000, while Tesla's is US$100,000.

Traditional EV is a sofa on four wheels, while smart EV is a large processor on four wheels. Although Li Shufu, chairman of Geely Group, has solemnly warned that a car is a sofa on four wheels, not a mobile phone on four wheels, the fact is that Volvo will completely stop traditional gasoline cars in 2019. If Li is not optimistic about this trend, why does he need to make a decision immediately?

Kill 3025 conservative forces

At the China Internet Conference on July 11, Miao Wei, Minister of Industry and Information Technology, led a delegation to visit, and NIO, from Li Bin's team, was the only automaker to participate in the exhibition. Considering the MIIT's brutal crackdown a week ago, the regulatory authorities' preference was invisibly magnified at this moment. According to the list a week ago, there were 3,025 new energy vehicle models suspended from production and sales by the MIIT, involving more than 200 companies. Among them, there were 2,028 new energy buses, 154 new energy passenger cars, and 843 new energy special vehicles (the statistical models do not include hybrid models).

An industry insider believes that if the models developed by the enterprise do not meet safety certification, technical standards and market demand, it is inevitable that production and sales will be suspended. Therefore, the suspension of models that do not comply with the "Announcement" by the Ministry of Industry and Information Technology is a major cleansing of the industry. Enterprises can sell fewer cars, and their previous efforts have been wasted. If the vehicles sold do not comply with the "Announcement", the subsidies may be wasted.

This is closer to the original state of the current Chinese electric car market. In China, almost 100% of the electric cars produced by local automobile companies are traditional EVs, and they seem to sell very well. The biggest difference between our company and Tesla is that Tesla needs to defeat the big shorts in the stock market to gain financial advantages, defeat the traditional car manufacturing forces in the sales market to grab market share, and take the lead in the technology market to complete the transformation from feature cars to smart cars; while our "prosperity" is supported by "crutches" such as government subsidies, administrative orders, and license plate restrictions. Once the "crutches" are removed, prosperity will be in trouble.

Chinese people set the rules of the game

The eye-catching Model 3 Voldemort and the removal of 3,000 Chinese electric cars from the shelves seem to be a kind of helplessness of boosting others' ambitions while diminishing one's own prestige, but the essence exposed is that including GM, Ford and most Chinese car companies are accustomed to the catch-up mentality, who is first on which city's subsidy list, who has the leading quarterly sales, while Musk is considering how to subvert the existing interest structure from the product model and business model.

Of course, Musk will be beaten and humiliated by vested interests. But are there any sober people in the industry? Yes! Akio Toyoda, 60 years old, is the CEO of the Toyota Empire. The grandson of the founder of Toyota Motor has been in the job for 8 years.

For Toyota, the battle between new energy and smart cars can only be won and not failed.

The reality facing Akio Toyoda is that China's smart manufacturing is even beyond Uncle Sam's reach. Once it comes to the combination of software and hardware, no place on earth can catch up with China, which has such a complete industrial cluster that can carry out large-scale mass production in minutes. Japan does not have a decent Internet industry, but the future smart cars need to integrate resources, such as Ctrip's travel, Youku's film and television, Meituan's takeaway, Weipiao's film, and Ali's payment. Japan does not have giants like Baidu, Ali, and Tencent that can collaborate with automobile companies to develop in-vehicle OS...

What hurts Toyota the most is that the Chinese government has invested tens of billions of dollars in financial subsidies to promote pure electric vehicles. After China's lead, Europe and the United States followed suit, resulting in the mainstream technology path of new energy vehicles becoming pure electric. Toyota was greatly hurt, and they believed that it should be hybrid + hydrogen fuel cells. In 2016, Toyota had to make major strategic adjustments. But it can only watch the performance of Chinese and American automakers in the field of electric vehicles.

Therefore, Shuipi said, as long as the spectators are there, as long as new leeks are growing, as long as there are still people dreaming, if one Jia Yueting falls, thousands of fake Yuetings will stand up. The market changes in an instant, and only speed can not break.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.