At the beginning of the article, let's first pull the memory back to the end of 2022.
At that time, someone on the Internet suddenly broke the news that Musk, the "workaholic", decided to officially appoint Zhu Xiaotong as Tesla's global CEO, and the latter's original position was Tesla's global vice president and president of Greater China.
As soon as the news came out, it quickly set off an uproar.
If it is finally confirmed, in the world's hottest new energy car company, Zhu Xiaotong has undoubtedly completed a complete jump in power from the branch to the headquarters.
As a bystander, I can't help but sigh: "Ability is just as important as luck." ”
In fact, looking back on Zhu Xiaotong's resume, it is definitely not particularly outstanding, but every step is very correct.
According to public information, he was born in Shenyang, Liaoning Province, graduated from Auckland University of Technology in New Zealand, and then went to Duke University Fuqua School of Business in the United States to obtain an MBA degree.
Before joining Tesla, he co-founded Kaibo International, engaged in property management and project implementation, but had no experience in the automotive industry.
Then, in April 2014, Zhu Xiaotong chose to join Tesla as the project director of China's supercharging station, responsible for the expansion of the energy supply network.
Unexpectedly, a few months later, because Wu Bixuan, the former president of Tesla Greater China, chose to resign in a flash because the effect of launching a new product in China was far less than expected, Zhu Xiaotong took over her position.
What really made it "a blockbuster" was that he personally led the signing, construction, and completion of Tesla's Shanghai factory. When Tesla was almost on the verge of bankruptcy and Musk was getting more and more anxious, the "charcoal in the snow" of this factory was undoubtedly precious.
It can even be said that he single-handedly pulled this company back from the edge of the abyss and completely ushered in a "turning point" in the real sense.
"Head work" must belong to Zhu Xiaotong.
It is precisely based on this background that on April 7, 2023, Beijing time, according to Tesla's shareholder proxy statement submitted to the Securities and Exchange Commission, as part of the restructuring of senior management, Zhu Xiaotong has been officially appointed as senior vice president of the automotive business, making it one of Tesla's four senior executives.
At this point, everything has settled, and Zhu Xiaotong has officially completed the transformation of his identity.
But at this moment, only about 400 days have passed since the appointment, and the situation has changed dramatically. The "number two man", who is closely following Musk, is at risk of being "returned".
Because, just yesterday, combined with the latest revelations, Zhu Xiaotong is about to return to Tesla China, resume the position of vice president of China, and re-take charge of Tesla's production and sales in Greater China.
As soon as the news came out, it once again set off a heated discussion.
As for the reason behind the appointment, one of the most common arguments is to ensure the smooth entry of the American new energy vehicle company FSD into China.
After all, with Musk's surprise visit before the May Day holiday, positive signs have emerged.
Among them, the most important argument is the "Notice on the Testing of Four Safety Requirements for Automotive Data Processing (First Batch)" issued by the China Association of Automobile Manufacturers and the National Computer Network Emergency Technology Processing and Coordination Center on the evening of April 28, Beijing time.
According to the content, all the models produced by Tesla's Shanghai Gigafactory meet the compliance requirements, and it is the only foreign-funded enterprise that meets the compliance requirements.
In other words, Tesla has passed the authoritative standards and requirements for national vehicle data security, which is conducive to the full lifting of the ban on driving and parking of its smart cars (such as government agencies, airports, highways, etc.).
Taking advantage of the trend and looking deeper, it can be said that the American new energy vehicle company has largely cleared many obstacles to the landing of FSD in China through continuous efforts. Musk's sudden airborne landing can be regarded as immediate, completely solving the constraints of "compliance".
The reason why Tesla is so urgent is also very simple, whether FSD can be promoted on a large scale around the world in the future, especially the Chinese auto market with high strategic significance, will be the key to getting out of the trough, breaking through the haze and clearing obstacles.
In the first quarter of 2024, Tesla's revenue and net profit both declined, and deliveries were significantly lower than Wall Street's expectations, with only 386,800 units, down 8.3% year-on-year and 20.1% quarter-on-quarter.
Therefore, in order to sell more cars, in order to make more money, FSD cannot afford to lose.
Moreover, continuing to take Tesla's situation in the Chinese auto market as an example, it must be admitted that due to some internal and external troubles, the once proud technological leadership is being continuously smoothed, and the once very dazzling brand halo is being rapidly consumed, and the two lost things also need FSD to slowly regain.
And one of the missions that Zhu Xiaotong shouldered after being "returned" was to escort the above bits and pieces.
Of course, in addition to ensuring the smooth landing of FSD in China, the re-change of the former's identity is undoubtedly a disguised proof of Musk's admission of mistakes.
Why is Tesla so difficult in 2024?
In my opinion, the root cause is related to the serious setback of the American new energy car company in the Chinese auto market. Whether it is the brand side, the product side, the marketing side, or even the service side and the energy supplement side, Tesla is besieged by fierce competitors.
To add insult to injury, since Zhu Xiaotong left, the pain points have been covered up and have not been solved. Musk's increasingly scattered energy and multiple identities have made him lose his once extremely keen perception and efficient decision-making ability.
Under the vicious circle, Tesla has been losing positions that should not be lost, and the backlash effect has radiated around the world.
On the other hand, since Zhu Xiaotong was promoted to the United States, he has also not copied his previous successful experience to help Musk go further in the offensive of globalization. Instead, he had to fall into the quagmire of systematization, which caused him to be a little timid, and even had a taste of "taking care of one and losing the other".
In short, to explain in easy-to-understand terms: "I thought it was good steel to use on the blade, but in the end I found that it didn't match." ”
Fortunately, with Zhu Xiaotong being "returned", positive signals are emerging. While Musk admits his mistakes, he believes that he also understands more and more deeply: "China's auto market cannot afford to lose, and it cannot lose." ”
Next, let me wait and see how Zhu Xiaotong, who is familiar with the old place, will play his cards in the face of a more sinister and cruel environment, and whether he can lead Tesla to regain what he lost......