Tesla have taken the world by storm. Elon Musk has challenged the preconceptions about electric cars. But as carmakers scale up EV production, will Tesla still be the trendsetters?
In the past, I’ve made no secret of my disdain about the laissez-faire economic model underpinning the United States of America operates under. This doctrine means that government and law do not interfere with business, finance and the conditions of working people. In layman’s terms, it’s an economic model predicated on deregulation, and low standards.
As a template, it’s deeply flawed. In the US, just ten days is the average paid holiday entitlement. In the US, about 74% of work contracts are called “At-Will”. This means an employer can sack an employee for any or no reason, with no warning, and without explanation. The balance of power between corporate bodies and the workforce is dangerously out of alignment.
“At-Will” work contracts in the US shroud employees in insecurity and uncertainty. In the context of Coronavirus, this threadbare, bare-bone economic framework in the US has been extensively exposed. But the US has a long list of deep rooted issues stemming from the free-market economy. The continent has no universal healthcare, so citizens without health insurance have no safety net.
"In America, it costs $2,500 to call out an ambulance to your location. So if you’re poor, you have a choice: get into debt, or die"
In America, it costs $2,500 to call out an ambulance to your location. So if you’re poor, you have a choice: get into debt, or die. An inhaler costs between $250 and $350. Yes, you read that right, for an inhaler. Two EpiPens cost $600. The average cost of childbirth is $10,000, and that figure can increase to $30,000. If giving birth by C-section, skin on skin contact between the mother and baby costs $40. You might want to read this paragraph again.
For an ordinary compatriot, the US is a baron wasteland of struggle. Yet this unjust reality is a confusing contradiction in terms. The Walt Disney Company owns the Marvel Superhero and Star Wars franchises. Both brands fight for social justice. And both franchises are hugely popular not just in America, but worldwide. Yet the US economic model is the architecture of systemic injustice. It’s the diametric opposite. It's difficult to fathom.
From my perspective, the essence of this dogma infects the American car industry. It’s evident that US cars are made to lower standards, and to lower regulations, hence the decreasing number of units sold overall. US carmakers just can’t offer compelling or convincing alternatives to stronger and better brands. They just can’t compete with European or Japanese carmakers. But we've been there before.
It leads to the conclusion that US carmakers just don’t understand how to make cars that are compatible for global car markets. The significant shortcomings fundamentally detract from the desirability of brands. It means that when compared and contrasted to stronger carmakers, I simply don’t want an American car. Supporters will attempt to launch a staunch defence, but they will be left clutching at straws.
To me, the Jeep range is a bunch of second-rate cars that possesses no particular torch-bearer. Jeep cars are just completely out of their depth when differentiated to stronger carmakers. Why would you choose the Jeep Compass over a Range Rover Evoque, for example? People will point to the price difference, but therein lies the nub of the problem. And it’s not just an unnerving issue with the Jeep brand; it generally applies to American carmakers as a rule of thumb.
With Chevrolet, the Corvette C8 reflects this widespread thread. It costs £81,700. But juxtapose that to the entry-level Porsche 911 Carrera. It costs £82,793. Taking into account that the Chevrolet and Porsche are from different ends of the performance car spectrum, the similarity in price undermines my confidence in the Corvette. The equivalent Porsche 911 rival is the Turbo model, but that costs £134,400, over £50,000 more.
"I will admit that ever since Tesla first came onto the carmaker scene, I’ve not been particularly inclined to wax lyrical about the brand"
My cynicism is increased by the looks of the C8 too. It’s cool, but at the same time has an ostentatious odour sticking to its image. It invokes an uncomfortable aura. No matter how good the Chevy is in America, to me in Britain, it just doesn’t work. By the same token, the Ford Mustang in my book struggles with these drawbacks in Britain as well. The price is less unsettling compared to rivals, but there are other points of contention.
The Mustang V8 is fast. But proportionally, it’s also quite large. For Britain, it’s a bit of a barge that’s cumbersome to pilot. This aspect becomes more pronounced when the Alpine A110, BMW M2 and the Toyota Supra are entered into the equation. It amplifies my scepticism. And while it does don that distinctive Mustang silhouette, it has a gaudiness that has off-putting connotations. To me, there’s fundamental gaps with the Mustang in Britain that can’t be bridged and overcome.
There’s an incompatibility that tarnishes American cars. The most revealing evidence of Fords dumbfounded grasp of designing, and developing cars for the European market couldn’t be more conspicuously and incidentally accentuated than the Ford Motor Company creating a subsidiary, called Ford of Europe, and locating its headquarters in Cologne, in Germany. To me, this example is admittance that Ford frankly doesn’t know how to make a car for the European market.
With Ford outsourcing expertise from the German car industry in this way to compete in the European market, the US carmaker claims credit for adopting this method. But it’s merely an admission of failure. Not to mention Ford adopting the VW Modular Electric Drive Matrix (MEB) platform from 2023. It’s for these reasons that my overall perspective on the American car industry hasn’t changed. When the facts change, my perspective changes.
It begs the question: is there anything that American carmakers can actually produce, that's compatible with global markets? Perhaps to some surprise, the answer is yes. The fact of the matter is that one brand in particular proves to be the exception to the rather underwhelming norm. Tesla had initially struggled to make their mark. But in the last few years, they have found their stride.
Now at this stage, I will admit that ever since Tesla first came onto the carmaker scene, I’ve not been particularly inclined to wax lyrical about the brand. I’ve not been someone to get onto the Tesla carousel and join in with endless hyperbole and hysteria. My indifference stems from a combination of reasons. Most notably, my disdain of the American car industry and my conflicting impressions of Elon Musk, have stoked my underlying scepticism. But on reflection, it’s not hard to see why the Tesla brand has received such critical acclaim.
"The Tesla brand has become a competent and credible electric car manufacture. They’ve sparked people’s imagination for electric cars"
The Tesla story started out in 2003 with the purpose of being an exclusively EV manufacture. It was founded by a group of engineers that wanted to demonstrate that commuters didn't need to compromise to drive electric, and, that the electric car could live up to the convenience of petrol and diesel cars. The company name was influenced by an engineer called Nikola Tesla. Born in 1856, he designed the alternating-current (AC) electric system that to this day remains the most widespread electrical system used across the world.
The legacy of Nikola Tesla lives on long after his death in 1943. The electric car company Tesla honours his momentous contribution to electrical engineering. Co-founder and CEO Elon Musk has become the global frontman of the Tesla brand. Musk has good and bad qualities in equal measure that tends to divide people. But irrespective of his capricious tendencies, Musk has been a pivotal figure that’s paved the way for Tesla to become an EV force to contend with.
This has been achieved through the brands product release strategy. Tesla initially targeted affluent customers with a low volume high cost product, but has since expanded the range to include high volume lower cost products. This increases Tesla’s customer reach by growing the demographic base beyond a small corner in the car market share. And Tesla’s product diversification is paying dividends.
In 2019, Tesla sold more cars than in the previous two years combined. The brand manufactured 367,500 units, double what they made in 2018. And that figure is triple what they produced in 2017. There’s a theme emerging. And that rapid rate of growth will be boosted with the Gigafactory Shanghai that branches Tesla out into the huge Chinese market. That is to be taken advantage of further with another Gigafactory in Berlin that’s being built right now, and will extend the reach of Tesla into the huge European market. Tesla is ready and waiting for the electric era to commence.
Musk had considerable influence in the development process of the first ever Tesla car, the Roadster. Launched in 2006, it was such an innovative design that the chassis and body were derived from the Lotus Exige and Elise. Ground-breaking stuff that. Four models of the first generation Roadster were produced. As each upgraded version was introduced, the performance potential increased. Tesla only made 2,500 examples. But it represented a foundation for the Tesla brand to build from.
And the cars that have subsequently followed have certainly captured people’s attention. The Tesla brand has become a competent and credible electric car manufacture. They’ve sparked people’s imagination for electric cars. As a result, the range is convincing enough to convert even the most cynical EV sceptics. The second Tesla to be launched was the Model S in 2012. The latest version, called the Performance Ludicrous+, somewhat throws a spanner in the works of combustion engines in all manner of ways.
"Tesla is one of the breakthrough brands to prove that electric motors can be a credible alternative to combustion engines"
For a start, the Performance Ludicrous+ name aptly describes the breakneck acceleration of the hardest and fastest Model S. It feels like light speed compared to a car powered by a combustion engine. It’s so quick that it catches people by surprise. The all-electric powertrain is linked to all-wheel drive for maximum traction. So with 0-62mph taking just 2.3 seconds, the Model S is one of the fastest accelerating production saloons, in the world. That sort of ruthless pace trounces virtually everything. It’s like you’ve been strapped to a rocket that’s being launched into space.
The source of this pace is twin electric motors. And they pack a punch, both combine to push out 754bhp. Ever since it was launched, the Model S has progressively evolved through development; Tesla has continued to extract the potentiality of the Model S. With improved aerodynamics, performance is optimised in conjunction with efficiency. As a result, the Model S will now storm to a top speed of 162mph. It’s no slovenly slouch, that’s for sure.
It may look unsuspecting, but the zero emissions image belies the lightning-quick nature of the Model S underneath. And there’s no notorious EV catch that comes attached either. It doesn’t suffer from range handicaps or charging time hindrances. With a claimed range of 396 miles, and a fifteen minute recharge up to 133 miles from a Supercharger location, the Model S can meet the needs of commuters. This compatibility is its most compelling and reassuring asset.
It’s an intrinsic asset that calms the troubled waters surrounding electric cars. Tesla is one of the breakthrough brands to prove that electric motors can be a credible alternative to combustion engines. This totemic perception is reflected across the Tesla range. The Model X is the brands seven-seat SUV and was the third Tesla to be launched in 2015. The latest Performance version has a claimed range of 340 miles and will recharge to 111 miles in fifteen minutes from a Supercharger location. The Model X, like the Model S, is range and charge proofed.
But the Model X has a rather impressive party piece. It features the novel dimension of “falcon wing” rear doors. They create better accessibility for the second and third rows of seats, but they do also look quite cool too. It certainly sets the Model X apart from rivals. And so does the performance. It uses the same all-electric powertrain as in the Model S, with twin electric motors. But on the Model X Performance Ludicrous+ version, power has increased to 785bhp.
With a hefty weight of 2575kg, the Model X needs every horse power it can get. And the Model X makes good use of that power, because for an SUV, the pace is simply electrifying. The Performance Ludicrous+ version really is ludicrous. It will do 0-62mph in just 2.6 seconds, which makes it the fastest accelerating SUV, in the world. It’s a rocket ship for the road. This is helped by the Model X having a sleek silhouette. With Tesla, it’s not just about aesthetics, it’s also about aerodynamics.
"Tesla has been proactive with the rapid rollout of Supercharger stations, and it puts them ahead of the game"
The Model X is the most aerodynamic SUV ever, with the lowest drag coefficient. There are lots of positive things about the Model X. And there’s a lot to like about the Model 3 too – the more you look, the more you like. Launched in 2019, it occupies the exciting and versatile small saloon category. So it gives equivalence to practicality and performance in a package that doesn’t break the bank. The Model 3 is a one man band, not a one-trick pony.
In the performance department, the Model 3 really is the cat amongst the pigeons with its internal combustion powered rivals. In terms of sheer acceleration, the Model 3 puts them into checkmate. In the Performance version, 0-62mph is nailed in 3.1 seconds. Combustions engines can do nothing to compensate for such brutal pace; the Model 3 will leave them eating its dust. That pace will surge on to a top speed of 162mph. No slow coach here.
Same as its siblings, the Model 3 Performance version has an all-electric powertrain that’s equipped with dual motor all-wheel drive. These underpinnings have a sophistication that put not only the Model 3 in a strong position, but the Tesla range as a brand. Furthermore with a claimed 352 mile range and a fifteen minute recharge time up to 172 miles, the Model 3 could feasibly be used as your daily drive.
There are so many good things about Tesla. And there’s more to come. With the all-electric, mid-size Model Y SUV being added to the line-up in 2021, Tesla is gradually branching out into the multitude of car categories. The introduction of the next-generation Roadster is also set to be launched next year as well. It promises meteoric performance. And Tesla Cybertruck, a car created by fusing two contradictory purposes together – the utility of a truck and the performance of a sports car – will follow in 2022.
But the fundamental string in the bow that comes with owning a Tesla is the Supercharger network that spans across the globe along popular routes. It’s a significant advantage that dispels the range anxiety aspect that comes with driving an EV. Tesla has been proactive with the rapid rollout of Supercharger stations, and it puts them ahead of the game compared and contrasted to electric cars from rival carmakers. Tesla currently has the most comprehensive electric car experience. It offers the most complete package. And Tesla cars emit zero emissions. They protect the planet. What’s not to like.
So what’s the Tesla dilemma? From my perspective, there are points of contention that give me cause for concern. With every model in the Tesla range, the overall quality is questionable. The interior just looks and feels bland. The fact that a 17-inch touchscreen dominates the centre console in each model suggests that Tesla have tried to compensate for the underwhelming interior aura. It’s like Tesla are saying: “Look at this big screen! Don’t look at the second-rate interior, check out this big screen! This big screen is the best!” Sure, like whatever you say Tesla.
"Anything American carmakers can do, German carmakers can do better. The Taycan Turbo S testifies to that"
The touchscreen shape just looks out of place; it looks like it’s been squeezed in. As a result, it offsets the interior. There’s something else that’s difficult to put your finger on though. The Tesla range just feels a bit, robotic. It feels a bit emotionless. Tesla cars are clinical, but don’t completely connect on a sensory level. But there’s something more than that. It's not to do with Tesla cars. It's to do with the polarising perceptions of America. For me, that does blemish the Tesla brand a tad.
But my Tesla reservations are laid bare by a more compelling reason: a convincing rival. Take the flagship car of the Tesla brand, the Model S. When it’s compared and contrasted to the Porsche Taycan Turbo S, the Tesla balloon is burst. The Taycan is seriously fast, it looks severely cool, and it feels more special. It’s a car made with quality. With the Model S, I know I would be purchasing an inferior car, and I just couldn’t countenance that. But with the Taycan Turbo S, I know I would be purchasing the superior car.
I want the Taycan. I like it's focused nature. I don’t want the Tesla so much. In fact, as German carmakers scale up manufacturing in electric cars, the novelty of Tesla cars could well blur and fade. The Taycan Turbo S is Porsche’s first swing of the electric car bat, and they’ve smashed the ball out of the park. Anything American carmakers can do, German carmakers can do better. The Taycan Turbo S testifies to that. The Model S sure is S3XY. But the Taycan Turbo S is sexier still.
Photos: Tesla, Porsche
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