In the cold winter of electric vehicles, Tesla has encountered growth bottlenecks
With a snap, Musk put down the remote control in his hand and stared at the live broadcast of Tesla's annual earnings conference on the TV screen. As a global leader in electric vehicles, Tesla's performance data is like a shot in the arm, determining the life and death of the entire industry. But this time the numbers have made Musk fall into deep worry.
Demand is slowing, product innovation is sluggish, and fierce competition is being faced
Globally, the EV craze seems to have passed its prime. From Europe to North America, from Asia to Australia, consumers' enthusiasm for green travel has begun to cool. Even Tesla, the former darling, could not escape the fate of being left out in the cold. Deliveries in the first quarter were down nearly 9% from the same period last year, something that had not been heard of in the past few years.
Competitors from home and abroad are gearing up and ready to go. BYD has relied on its cheap "soil-eating" tactics to sell well in the domestic market, while traditional car companies such as Volkswagen and Toyota are also making waves in the field of electric vehicles. Even Apple, a tech giant, is interested in joining the "green revolution".
In terms of product innovation, Tesla also seems to have fallen into a bottleneck period. The pace of upgrading of star models such as the Model 3 and Model Y has slowed down, and the development of new models has not been reported. As consumers' "freshness" fades, it may be difficult for Tesla to continue to play the role of an industry leader by relying on the aura of the past.
Musk's large-scale layoffs, is it self-help or a bet?
14,000 employees were laid off to reduce costs and improve efficiency
In the face of such internal and external troubles, Musk finally couldn't hold back and took out this "big killer" -- more than 14,000 layoffs worldwide! From sales to technology, from engineering to the front desk, Musk's knife can be described as ruthless.
In fact, for Musk, this decision is really an urgent need. After all, Tesla's headcount has more than doubled in the past three years, and costs have risen far faster than revenues. If it continues like this, Tesla will sooner or later fall into a situation of depletion of funds. Therefore, this big layoff is nothing less than a powerful "diet pill", hoping to make Tesla, a "fat man", lose more weight and travel lightly.
Executives are leaving, and investors' confidence in the future is frustrated
But just when Musk decisively decided to lay off employees, one by one "inner ghosts" began to appear at the top of Tesla. From the executive in charge of battery technology to the director in charge of artificial intelligence, the departure of one mainstay after another has undoubtedly poured cold water on the confidence of investors.
What is even more unpredictable is that the reasons for the departure of these executives are very general: "to seek new opportunities", "personal reasons", etc., that is, they are unwilling to clearly say that they left "in anger" because of the layoff policy. This vague rhetoric will undoubtedly make investors more doubtful and suspicious about Tesla's future.
Tesla's breakthrough road
Adjust your strategy and open up new tracks
In this environment of "internal and external troubles", how can Tesla break through and reunite? Musk is obviously also actively looking for a new way out.
On the one hand, Tesla is adjusting its product line strategy and increasing investment in the next generation of electric vehicles, codenamed "Redwood". This new car, which is touted as "revolutionary" by Musk himself, may bring new growth momentum to Tesla.
On the other hand, Tesla is also actively expanding into new tracks. From driverless technology, to battery energy storage systems, to the Mars exploration program, Musk is tirelessly expanding his territory. He hopes to find new profit growth points for Tesla through these "non-car" businesses.
Take the opportunity to shuffle and reshape your position in the industry
For Musk, the decision to lay off employees may have a deeper consideration - that is, to take advantage of the industry reshuffle to completely reshape Tesla's leadership in the field of electric vehicles.
Looking at the entire electric vehicle industry, due to slowing demand and rising costs, many car companies are in an existential crisis. This undoubtedly gives Musk an excellent opportunity to fight his way out of his peers by reducing costs and improving efficiency. Once other car companies fall into the quagmire of internal and external troubles, Tesla can take the opportunity to expand its market share and re-establish its position as the industry leader.
Musk's personal contest
Can the test of reputation lead Tesla back to its glory?
For Musk personally, this big layoff is undoubtedly a major test of reputation. As a world-renowned technology entrepreneur, Musk's words and deeds have attracted much attention. The decision to lay off employees will undoubtedly make the outside world question his leadership and decision-making skills.
Can Tesla be revitalized by virtue of this drastic reform? Can it stand out from the encirclement of competitors and continue to lead the entire electric vehicle industry? This will undoubtedly be Musk's biggest personal challenge.
Take a gamble and gamble on your reputation and the future of your company
To some extent, Musk is completely tied to his personal reputation and Tesla's future this time, and has made a gamble with no return.
If this drastic reform succeeds and Tesla comes out of the encirclement, Musk will be regarded as the "hero of reform" in the field of electric vehicles, and if it fails, Musk's aura of technology entrepreneur will no longer exist.
For Musk, this is an unprecedented bet. But as he himself used to say, "We have to be brave enough to take a gamble to change the world." ＂
Outlet or trap? Tesla is faced with a life-and-death decision
Where will this "life-and-death gamble" between Musk and Tesla go? Will it usher in the spring of the electric vehicle industry, or will it fall into an ice cave in the cold winter?
We'll see. But it's going to be an exciting legacy. Let's follow in Musk's footsteps, witness this crazy era, and witness the rise and fall of tech giants!
Can Musk's "weight loss method" reduce weight for Tesla?
After announcing this "weight loss conference battle", Musk quickly showed his "lethality". From the Silicon Valley headquarters to the Shanghai factory, from the European R&D center to the Australian marketing team, Musk's "slimming knife" is everywhere.
Silicon Valley headquarters bore the brunt
As the "heart" of Tesla, the Silicon Valley headquarters has naturally become a key target for Musk's "surgery". For a time, from engineers to administrative staff, from technical backbones to receptionists, anyone can become a victim of "weight loss".
"Dude, have you gained a lot of weight lately?" said one of the laid-off employees self-deprecatingly in the mirror. He thought that with years of seniority and outstanding performance, he could sit back and relax. Unexpectedly, Musk's "slimming order" was like a ruthless blunt broadknife, which also involved him in the list of "fat".
The Shanghai factory "ate soil" and suffered
If the Silicon Valley headquarters is the key battlefield of Musk's "slimming", then the Shanghai factory is the place where his "lethality" is the greatest. In order to meet the deadline, the Shanghai factory had to hire a large number of temporary workers, resulting in a higher degree of "obesity" than the headquarters.
"Our Shanghai factory is the hardest hit area of Musk's 'slimming'!" said a laid-off worker helplessly, "Even the canteen aunt has been 'slimmed', it's so cruel!"
European R&D centers are "purged"
Musk's "slimming" front has also spread to European R&D centers. As Tesla's "brain" in Europe, it is home to top talent from all over the world. But even so, Musk's "slimming order" fell here mercilessly.
"The brain drain in our center is too serious!" said a R&D director indignantly, "even our chief scientist has been 'slimmed', and the fighting spirit of the whole team has been completely damaged!"
The Australian marketing team "minus" in half
Even the distant Australian marketing team cannot escape Musk's "slimming" claws. As Tesla's "tentacles" in Australia, the team's "weight loss" can be described as miserable.
"Half of our entire team has been 'cut off'!" said one surviving marketer, "and now the rest of the staff is stretched thin to cope with the day-to-day work, let alone expand into new markets." Musk has 'slimmed down' us a little too much this time, right?"
essay
Through this "weight loss battle", Musk hopes to make Tesla, a "fat man", lose more weight and start again with a slimmer attitude. Judging from the current "casualties", has Musk "slimmed down" a little too much this time?
Blindly "cutting fat" can certainly reduce the burden, but if there is too much "bone shaving", it is also likely to affect Tesla's productivity and innovation capabilities. Whether Musk can grasp the degree of "slimming" and avoid "losing too many muscles" will be the next issue that needs to be paid close attention.
We also have to admit that as a "top fitness trainer", Musk's understanding of the way of "slimming" is superb. Will he be able to use the "weight loss method" this time to rejuvenate Tesla?