The new energy battery market is fiercely competitive, how Tesla adopts a brand strategy to maintain a place
Every day or two, we hear something about Tesla's batteries. Panasonic, Ningde Era, LG New Energy, BYD... These global battery giants are "fascinated" by Tesla and want to refuse to return the favor.
In terms of batteries, Tesla's battery strategy is to take large demand as a chip, on the one hand, through self-production of 4680, gradually reduce costs; on the other hand, mobilize external supplier resources to meet the requirements of vehicle manufacturing in terms of price and production capacity. Tesla poses as a production agent, which is a game chip.
In the upstream of the battery, Tesla's strategy is to not only cover the battery research and development stage, but also include material research and development and resource procurement and material recycling, so that it has a strong supply and research and development capabilities.
Tesla announced on February 19 through its official social platform that it had produced its 1 millionth 4680 battery in January. Tesla CEO Musk said on a conference call that the 4680 battery will be used for the first time in the first quarter of 2022 for the Model Y model. The 4680 battery began to be studied in 2019, starting with the concept design proposed by Panasonic and the European Chemical Laboratory; from the previous understanding, the 4680 battery did not have a good connection with the process in the development process; according to the time plan advertised in Tesla Battery Day, it is to achieve large-scale mass production in 2022.
Due to the late time point of mass production, this makes Tesla currently continue to use the 2170 and Ningde era iron lithium solutions, and the overall battery update speed is slower than other car companies.
At this point in time, the signal — 4680 has produced 1 million — is for investors on the one hand and for their own battery suppliers on the other. It is difficult to play price games with Tesla. After Tesla achieves self-supply, battery suppliers must be stable and suitable in the game process, in terms of energy and price.
On Battery Day, Tesla proposed a target of 20 million vehicles by 2030, corresponding to the demand for 10TWh power batteries. Of course, this is a cumulative concept. The expectation for 2022 is: 60,000 Units of Model S/X, with a demand of 6GWh for power batteries; 1.5 million units for Model 3 and Y, accumulating 105GWh. The corresponding battery supply is: Tesla's self-produced 5-10GWh, Fordi 10GWh, LG Energy provides 15-20GWh, Ningde provides 30-40GWh on the basis of last year, plus Panasonic's basic disk is 40GWh.
At present, tesla Model 3 standard mileage version is equipped with 60kWh, high mileage version 80kWh, upgrade to 4680 can be increased to about 92-97kWh. In particular, in 2023, there will be a low-priced version of the Model 2 to meet the needs of the lower market, and the delivery of CyberTruck will also begin in the North American market.
The cumulative demand of 10TWH is Tesla's bottom line, coupled with the self-produced 4680, Tesla can flexibly configure the battery procurement of high and low versions of each base.