Kaum rau xyoo dhau los, Tesla CEO Elon Musk tshaj tawm nws lub hom phiaj ntawm kev tsim thawj tus nqi hluav taws xob hauv tsev neeg lub tsheb. Tam sim no General Motors tau ntaus nws rau nws.
INLub Xya hli ntuj 2006, Ua ntej Tesla tau tsim nws thawj lub tsheb hluav taws xob, Elon Musk tau tshaj tawm nws thawj "Npaj Tsav” rau lub tuam txhab nrog lub hom phiaj ib leeg: hloov pauv kev lag luam ib puag ncig tsis zoo rau kev lag luam mus rau ib tus phooj ywg los ntawm kev muag cov tsheb hluav taws xob uas muaj nqi uas yuav underwrite txoj kev loj hlob ntawm cov nqi pheej yig.
Musk tau sau tias "Thaum ib tus neeg yuav Tesla Roadster lub tsheb kis las, lawv tau pab them nyiaj rau kev txhim kho ntawm tsev neeg tus nqi qis," Musk sau.
Tesla txij li thaum dov tawm plaub tus qauv pheej yig dua li $ 98,000 Roadster nws pib nrog xyoo 2008, tab sis tsis muaj leej twg tau raug nqi pheej yig lossis ua tiav Musk lub hom phiaj feem ntau rov ua dua lub hom lag luam loj. Hloov chaw, lub tuam txhab tseem tau tsom mus rau cov tsheb nrog cov nqi khoom kim heev: Teslas pib ntawm $ 50,000 thiab lawv cov nqi muag nruab nrab yog $ 68,000, raws li Kelley Blue Book. Qhov ntawd yog qhov zoo dua li ntawm $ 30,000 txog $ 45,000 tus nqi ntau ntawm cov neeg soj ntsuam kev lag luam feem ntau xav tias yog qhov chaw qab zib rau "tsev neeg lub tsheb qis" Musk xav txog - qhov chaw qab zib uas yog ib qho ntawm Tesla cov neeg sib tw tsis zoo tshaj plaws tsuas yog ntaus.
Tam sim no Tesla tau poob qhov pheej yig EV kev sib tw rau General Motors, uas txhawb Tesla txoj kev tsim tom qab txiav tawm kev lag luam tsheb hluav taws xob 20 xyoo dhau los. Lub Detroit-based automaker yuav muab nws 2023 Bolt hatchback rau tsuas yog $ 26,600, txo tus nqi ntawv nplaum dhau los ntawm $ 6,300. Qhov loj me ntsis Bolt EUV loaded nrog lub high-end suab system, lub koob yees duab-raws li rearview daim iav, sunroof thiab Super Cruise rau tes-dawb txoj kev loj tsav nqi tsuas yog tshaj $34,000. Thiab GM tab tom muab lwm qhov pheej yig EV rau xyoo tom ntej: Ib qho hluav taws xob Equinox crossover uas tau txais 300 mais ib qho nqi ntawm $ 30,000, uas yog nyob rau hauv txoj kab nrog roj av-roj sib tw xws li Honda's CR-V thiab Toyota's RAV4.
"GM yog thawj tus neeg tsim khoom lag luam tag nrho coj mus rau qhov ntev, pheej yig EV rau kev lag luam nrog Bolt EV thaum nws pib rov qab rau xyoo 2017, thiab qhov ntawd tseem yog qhov tseem ceeb," GM Thawj Tswj Hwm Mark Reuss qhia. Forbes, yam tsis muaj lus hais txog Tesla. Ruess hais tias GM tau txiav txim siab rov qhia Bolt ntawm "tus nqi qis tshaj hauv kev ua lag luam" los "pab tsav EV muag thiab kev saws me nyuam."
Thiab tsis ntev lawv tuaj yeem tau txais txawm tias pheej yig dua. Qhov kev thov txuas ntxiv ntawm tsoomfwv EV cov qhab nia se tau ua nws txoj hauv kev los ntawm Congress hauv lub npe hu ua Txoj Cai txo nqi nce nqi ntawm 2022. Daim nqi, yog tias dhau lawm, tuaj yeem txiav tus nqi tsim nyog rau tsib tus neeg caij tsheb Bolt kom tsawg dua $ 20,000 los ntawm $ 7,500 se credit tshiab, muaj nyob rau lub sijhawm yuav khoom.
GM's Affordable EV Push
Lub tuam txhab tsim tsheb hauv Detroit muaj peb lub khw muag khoom lag luam uas pheej yig dua Tesla's Model 3 sedan thiab Model Y crossover.
GM Xov Xwm
Chevrolet Bolt EUV (2023)
Ntawm $ 27,000
GM NEWSROOM
Chevrolet Equinox EV (2024)
Pib ntawm $ 30,000
GM NEWSROOM
Chevrolet Blazer EV (2024)
Tus nqi pib yog $45,000
Kev ua kom lub tsheb fais fab pheej yig dua yog qhov tseem ceeb vim tias muaj cov pa hluav taws xob hauv tsev cog khoom nce ntxiv ua rau cov cua sov, dej qhuav thiab cua daj cua dub zuj zus. Qhov ntawd yog vim cov tsheb siv roj av thiab cov tsheb thauj khoom yog qhov chaw tshaj plaws ntawm US carbon emissions, suav nrog ntau tshaj li ib feem peb xyoo tas los. Txhawm rau txiav lawv ntau heev, EVs yuav tsum mus rau qhov tseem ceeb - thiab ua rau lawv pheej yig rau cov neeg Asmeskas nruab nrab yog thawj kauj ruam tsim nyog. Tseem muaj peev xwm bragging txoj cai rau cov tuam txhab uas ua.
Jeffrey Schuster, tus thawj tswj hwm ntawm tus kws tshawb fawb LMC Automotive lub tuam txhab kev kwv yees thoob ntiaj teb hais tias "Yuav kom muaj tus nqi pheej yig tshaj EV" tom qab koj tam sim no tsis yog kev lag luam phem. "Kuv xav tias lawv tsis ua dab tsi ntawm Bolt ntawm tus nqi ntawd, tab sis lawv tsis ua nws rau cov paj. Lawv tab tom ua rau kev paub txog kev lag luam thiab kev sib koom ua lag luam, thiab kom tau tsheb tawm mus. Ib yam nrog $30,000 Equinox. Nws yog hais txog kev sim coj EVs mus rau hauv lub ntsiab lus tseem ceeb thiab tseem, pom tseeb, rhuav tshem Tesla txoj kev tswj hwm hauv ntu ntawd. "
"GM yog thawj tus neeg tsim khoom lag luam tag nrho coj mus rau qhov ntev, pheej yig EV rau kev lag luam nrog Bolt EV thaum nws pib rov qab rau xyoo 2017, thiab qhov tseem ceeb yog qhov tseem ceeb."
Lub Detroit-based automaker tus nqi txav mus saib tshwj xeeb tshaj yog vim tias qhov kev nce nqi ntawm cov roj teeb, cov khoom siv hluav taws xob, cov khoom siv raw thiab lwm yam khoom uas xav tau los tsim tsheb tau nce tag nrho cov nqi tsheb, tshwj xeeb tshaj yog rau EVs. Qhov nruab nrab lub tsheb hluav taws xob tshiab raug nqi ntau dua $ 66,000 nyob rau lub Rau Hli, raws li KBB, feem ntau yog vim Tesla cov khoom muag hauv Teb Chaws Asmeskas siab. Nws tau nce tus nqi ntau xyoo no, hais txog kev nce nqi siab, thiab tsis tau hais tias thaum twg lossis yog tias lawv yuav nqis los.
“Peb tau tsa peb tus nqi… ob peb zaug. Lawv hais ncaj qha rau theem txaj muag, "Musk tau hais thaum lub sijhawm Tesla qhov nyiaj tau los ntawm peb lub hlis thib ob hu. "Tab sis peb kuj tau muaj ntau txoj saw hlau thiab kev tsim khoom sib tw thiab peb tau txais kev nce nqi vwm. Kuv vam tias, qhov no tsis yog kev cog lus lossis txhua yam, tab sis kuv cia siab tias qee lub sijhawm, peb tuaj yeem txo tus nqi me ntsis. "
Tsis yog nws thiab Tesla tsis teb rau cov lus thov rau kev tawm tswv yim ntawm GM tus nqi txav.
ITNws tsim nyog sau cia tias Tesla zoo li tsis xav tias nws tau poob kev sib tw rau cov nqi pheej yig EVs - thiab tam sim no nws tsis muaj teeb meem nyiaj txiag. Musk's Austin, Texas-based tuam txhab thauj khoom hauv $ 2.3 nphom ntawm cov nyiaj tau los hauv lub xyoo thib ob txawm hais tias kev lag luam poob loj vim Covid-txog kev kaw hauv Suav teb, Tesla lub ntsiab nyiaj tau los. Nrog nws cov nqi siab, lub tuam txhab nyiam cov nyiaj tau los uas yog kev khib ntawm cov neeg ua lag luam loj dua qub.
Jeffrey Osborne, tus kws tshuaj xyuas kev ncaj ncees uas npog Tesla rau Cowen hais tias "Lub hom phiaj ntawm Tesla tau hloov zuj zus mus rau lub sijhawm thiab nws tau hloov mus rau ntau lub npe khoom kim heev," "Qhov kev txiav txim siab ob qho nyiaj tau los dhau los los tsom rau tib neeg neeg hlau Optimus Prime thiab tsis yog lub tsheb loj hauv khw qhia tias yog qhov piv txwv uas Tesla tau txais txiaj ntsig nrog."
Hauv thawj ib nrab ntawm lub xyoo, Tesla tau tshaj tawm tag nrho cov txiaj ntsig ntawm nws txoj kev lag luam tsheb ntawm 30.6%. Los ntawm kev sib piv, GM's EBIT-kho cov npoo rau nws cov haujlwm tag nrho yog 8.9%. Thiab vim tias lub tuam txhab tseem pom kev xav tau siab thoob ntiaj teb, tshwj xeeb tshaj yog rau nws $ 66,000 Model Y crossover, nws tau siv feem ntau ntawm nws lub Hoobkas tam sim no kom tau raws li nws; muaj me ntsis siab ntxiv cov qauv pheej yig dua.
"Kev muag ntau lub tsheb ntawm qhov siab dhau lossis tau txais txiaj ntsig ntau dhau ntawm tus nqi tsis yog qhov teeb meem rau tus tsim tsheb," said ex-Tesla roj teeb engineer Gene Berdichevsky, CEO ntawm Sila, lub tuam txhab roj teeb anode. “Qhov ntawd yog tsim ib yam dab tsi uas tib neeg xav tau tiag tiag. Nws zoo li txoj kev uas tib neeg yuav ib lub iPhone piv rau lwm lub xov tooj. Lawv xav tau txawm tias nws raug nqi ntau dua. "
"Yuav kom muaj 'tus nqi pheej yig tshaj EV' moniker qab koj tam sim no tsis yog kev lag luam tsis zoo."
Txij li thaum lub sij hawm tuaj txog ntawm Tesla's Model S sedan ib xyoo caum dhau los, Musk tau ua hauj lwm los ua kom lub hom phiaj zoo sib xws nrog kev ua tau zoo, ceev thiab txiav-ntev tech, zoo li tshaj-the-air wireless hloov tshiab uas cia cov tsheb uas twb muaj lawm tau txais hom tshiab nta thiab ib qho Autopilot tsav-pab feature (uas tsis ua raws li lub npe cuam tshuam thiab tau khiav mus rau cov teeb meem kev cai). Cov no yog cov khoom uas sib txawv Tesla tsheb, txhawb lawv txoj kev ntshaw thiab pab lawv hais kom tus nqi hwm.
Tab sis cov nqi khoom kim heev yuav tsis ua rau hom kev saws loj ntawm EVs Musk ib txwm hais tias Tesla lub hom phiaj. Thiab raws li Fisker Inc. CEO Henrik Fisker, tus tsim qauv qub qub uas tsim cov tsheb zoo rau BMW, Aston Martin thiab, luv luv, Tesla, Musk lub tuam txhab tam sim no yuav raug tsim txom ntawm nws txoj kev vam meej.
"Nws nyuaj heev rau lub tuam txhab tsheb khoom kim heev los ua lub tsheb pheej yig," nws hais. "Nws yooj yim dua pib los ntawm lwm txoj hauv kev."
Certainly, GM lub Bolt yuav tsis yuam kev rau lub tsheb nplua nuj. Qhia tawm thaum xyoo 2016, nws tau tsim hauv Orion, Michigan, siv lub tsheb me me platform tsim los ntawm GM lub South Kauslim unit. Nyob rau hauv cov nqe lus ntawm styling, nws yog ntxim hlub ntawm qhov zoo tshaj plaws, es sexy, thiab reeks ntawm practicality. Kev nrawm nrawm yog peppy thiab kev sib koom ua ke rau hauv txoj kev loj yog qhov cua, yog tias tsis muaj lub zog centrifugal ntawm Tesla. Txawm hais tias muab faib ua subcompact, lub alarm yog roomy, tshwj xeeb tshaj yog rau cov neeg nrog caij backseat, thiab muaj peev xwm nqa tau ntau npaum li cas ntawm cov khoom thaum lub rear rooj zaum. Nws tau lub npe hu ua North American Tsheb ntawm Xyoo 2017, muag txog 23,300 units hauv Asmeskas xyoo ntawd, ua rau nws yog thib peb-muag EV tom qab Tesla's Model S thiab Model X SUV.
"Muag ntau lub tsheb ntawm qhov siab dhau lossis tau txais txiaj ntsig ntau dhau ntawm tus nqi tsis yog teeb meem rau tus tsim tsheb."
Nws tau rov kho dua tshiab thiab tshiab tshiab nyob rau xyoo 2020, suav nrog qhov sib ntxiv ntawm qhov loj me me Bolt EUV, thiab tau tawm mus rau qhov pib muaj zog ua ntej cov roj teeb tsis raug muab los ntawm LG ua rau rov qab los rau xyoo 2021. Lub tuam txhab hluav taws xob tau pom zoo them GM txog $ 2 billion tshaj qhov teeb meem thiab, tom qab ib lub hlis ntev kev muag khoom thiab kev tsim khoom nres, ib pob tshiab tau qhia rau xyoo no. Raws li qhov tshwm sim, GM tus nqi txiav zoo li ntau mea culpa rau lub roj teeb mob taub hau raws li kev ua lag luam tawm. Thiab thaum Bolt qhov loj thiab ntau yam ua rau nws yog lub tsheb txaus siab rau cov neeg nyob hauv nroog, nws tsis muaj ntau thiab lub zog ntawm kev sib tw loj dua thiab cov neeg Amelikas tsis tuaj yeem tso tseg kev yuav khoom (tsawg kawg thaum cov roj tau pheej yig).
"Nws yuav tau ua haujlwm zoo dua hauv Tebchaws Europe dua li qhov nws tau ua ntawm no vim tias kev lag luam hauv North America yeej ib txwm nrhiav SUV," said Michael Simcoe, tus tsim qauv GM uas saib xyuas cov qauv ntawm Bolt EUV.
Tab sis Bolt tsuas yog qhib salvo hauv kev sib ntaus sib tua kom yeej kev muag khoom deb ntawm Tesla thiab nthuav dav lub roj teeb-tsheb lag luam. Cov qauv loj dua Equinox thiab Blazer tuaj rau hauv 2023, thaum me ntsis kim dua Bolt, poob squarely rau hauv lub lag luam nrov heev rau cov tsheb loj thiab nruab nrab. Lawv yuav muaj kev tsav tsheb ntawm 300 mais lossis ntau dua ib tus nqi siv lub tuam txhab cov roj teeb uas muaj nqi qis dua thiab sib dua, pheej yig dua EV architecture. Ib qho hluav taws xob Silverado tuaj txog sai sai, luv nqi los ntawm tus nqi qis $ 40,000, los sib tw nrog Ford's $ 40,000 F-150 xob laim thiab Tesla's ntev Cybertruck. Thaum kawg, GM tau txais khoom kim heev hluav taws xob Cadillacs thiab Hummers muag rau ntau dua $ 100,000 ntaus lub khw.
Cov tsheb no txhua tus siv GM's Ultium system tshiab, uas ua ke nrog cov roj teeb uas muaj zog dua, cov nqi qis dua, lub cev muaj zog thiab lub cev sib zog tsim tshwj xeeb rau cov qauv hluav taws xob. Thaum kawg, lawv yog ib feem ntawm CEO Mary Barra lub hom phiaj ntawm kev muag 1 lab EVs ib xyoos los ntawm 2025.
Reuss hais tias "Kev nce qib tsis ntev los no hauv lithium-ion roj teeb thev naus laus zis thiab kev txhim kho kev ua haujlwm pab ua kom muaj kev ncua deb, pheej yig EVs nrog kev tsim qauv zoo thiab ua haujlwm tau zoo," Reuss hais. "Thaum ntau tus neeg siv khoom muaj peev xwm paub txog cov txiaj ntsig ntawm EVs - los ntawm kev them nqi tsev mus rau qhov nrawm nrawm, caij tsheb zoo thiab tuav thiab xoom emissions - lawv yuav tsis rov qab mus."
GM qhov tseeb tsis yog ib leeg hauv kev tsom mus rau qhov dav dav ntawm Asmeskas kev lag luam. Cov nqi rau ntau tus qauv, suav nrog Ford's F-150 Lightning thiab Mustang Mach-E crossover thiab me hluav taws xob SUVs los ntawm Volkswagen, Hyundai, Kia, Toyota, Subaru thiab startup Fisker Inc. tag nrho pib nyob rau hauv high-$ 30,000s mus rau nruab nrab-$40,000s.
Berdichevsky, uas tau ua haujlwm ntawm Tesla thawj lub pob roj teeb ua ntej pib nws lub tuam txhab, xav tias cov tuam txhab loj loj tau sim kom tau txais tus nqi qis sai heev uas tau txais kev xav tau ntau ntxiv rau cov khoom siv roj teeb.
"Yog tias koj tab tom ua dab tsi yog tsim kom muaj kev lag luam ruaj khov, ua kom nrawm dua, koj yuav tsum ncav cuag cov txiaj ntsig ntawm txhua lub tsheb uas koj xa khoom thiab rau txhua lub roj teeb uas koj tuaj yeem nqa tau koj txhais tes," nws hais. "Nws yog ib qho yuam kev mus rau hauv kev lag luam ua ntej cov saw hlau npaj txhij."
XAV PAUB NTAU LOS RAU FORBES
Tau qhov twg los: https://www.forbes.com/sites/alanohnsman/2022/08/05/how-tesla-lost-the-race-for-affordable-evs-to-an-unexpected-rival/