Daimler, Toyota sold more optimistic about the low-end market Tesla

Posted on 10/29/2014 3:00:11 PM

October 21, Daimler announced that they hold US clearing pure electric car company Tesla Motors shares. And just 10 months ago, Daimler also publicly stated that the next three years, Tesla has no intention to sell its holdings of shares.
Tesla's bad news did not end there. Three days later, the global sales of the first car company Toyota has also made a similar decision to sell its shares in the hands of the part of Tesla.
Shy Musk, Tesla habits through the official website of the blog before the media to communicate with the outside world, but in the face of traditional auto giants to leave at the same time, he had to respond. Claiming that "Tesla and Toyota will re-establishment of a major joint venture in the next 2-3 years, in order to restore market confidence."
Tesla's shares after September reached the highest point in history, began to experience a significant decline continued. This is considered to be one of the reasons Daimler and Toyota while selling shares. "Purely from an investment perspective, the two companies have reached the number of times the investment benefit, cash is normal." A car Securities analysts said.
In fact, Mercedes-Benz, Toyota after selling Tesla, greater demand will increase in the future in the field of electric vehicles into the low-end. In particular, Mercedes-Benz, will further strengthen the strategic alliance with BYD.
Tesla value peaked
Although Tesla has been established for many years, but before 2008 did not cause the traditional auto giant's attention. Tesla had sent before contact with Daimler, try opportunities for cooperation, but Daimler did not respond.
Before and after the 2008 global financial crisis, the electric car concept began to become fashionable in the automotive industry, governments are under pressure to actively promote carbon emissions, Tesla popular night. Musk to come visit the Mercedes engineers demonstrate a use of its research and development of electric vehicle battery systems modified Smart, gained the trust of the previous Daimler R & D department.
This gives Tesla a turn. Tesla cash flow in the most difficult of 2009, Daimler lent a helping hand to inject $ 50 million of Tesla gained 9.1% of the shares.
Daimler purchased a firm understanding of this mysterious opportunities. It valued the most proud of Tesla battery management system, Daimler helped Tesla develop Smart and B grade pure electric vehicles. Daimler on a pure electric vehicle technology reserves weak, while its rival BMW has been the focus of this investment.
Currently, equipped with a Tesla electric motor and battery electric version of the Mercedes-Benz smart fortwo and the Mercedes-Benz B-Class sedan electric version has been technically accessible, which also plans to market in the European market in the second half.
10 months ago, Daimler public statements, in order to protect the cooperation between the two sides, no intention to sell shares. But "after a five-year collaboration, Mercedes-Benz has been unable to get more, Tesla is just one of its suppliers on a Tesla." The car Securities analyst said.
Daimler in 2012 began holdings Tesla shares. Year in June, Daimler sold a 40% stake held by it, but still retains the third largest shareholder position. Daimler was no explanation for the decision.
On April of this year's New York Auto Show, Mercedes-Benz US president bluntly Shidifukan farming future Tesla relatively limited market, as soon as the Mercedes-Benz and Porsche electric car manufacturers to enter the luxury car market, Tesla's future is unknown.
October 21, when Tesla's share price from a record high of $ 291, within a month straight down to $ 235, the Daimler has made a decision to clear all the shares, cash of up to $ 780 million.
Similar Daimler, go hybrid roadmap Toyota, close to Tesla is to understand they are not good, it may be a competitor of pure electric vehicles. 2010 Toyota invested $ 50 million, Tesla gained about 2.4% of the shares. October 24 Tesla, Toyota sold part of its shares, but did not disclose the specific ratio.
Toyota, Tesla and the reality is more like beating their jointly developed Toyota RAV4 EV is only a marginal business, expected sales of only about 2,500. May this year, Toyota announced that co-split. Musk afterwards claimed not exclude cooperation the two sides back after 2-3 years, Toyota did not respond.
"Tesla's core technology focus in the power battery management system, the contents of its external cooperation is this one. Daimler and Toyota have this no longer curious. And other aspects of Tesla's business model is also no secret." A bit domestic research of new energy vehicles, experts say.
Daimler and Toyota to invest in listed shares before Tesla, Tesla objectively pushed up the stock price, the current market mitsubishi pajero head rotor 149701-0520 capitalization reached $ 29 billion Tesla, more than GM, Ford and other giants of 50% of market value. But Tesla has been stressed: "Tesla is a small company."
Scale faces three bottlenecks
According to the October 24 release of information, the Mercedes-Benz brand's return on sales from continuing operations in the third quarter was 8.6 percent, up from 7.6% last year, is the highest profitability index of more than three years level; Toyota is also impressive performance in recent years.
Daimler and Toyota are not short of money. And Tesla is only 11 years of development, the development path from the car look very short, mainstream car makers eager to cash in Tesla stock, Tesla is actually bearish future.
BYD President Wang believes that the face of new markets such as new energy vehicles, if not mass popularity, there would be no threat. But Tesla's popularity, is suffering much more difficult problem than the traditional car manufacturers.
BMW launched this year, new energy vehicles i3 and i8, covering multiple levels of consumer prices. August of this year, listed only three months of the BMW i3 electric car sales in the United States for the first time more than Tesla.
October 11, Tesla Model S P85D US released electric vehicles and driver assistance technologies, triggered a new round of Tesla's stock price continued to fall, because the price is higher than expected, the market outlook is not optimistic.
Tesla's biggest problem is the brand positioning: Tesla has formed a small minority of high-priced image, it is difficult to change. While the media repeatedly refuted Musk, Tesla was not rich toys.
Tesla in China this year has been working to change this situation, vice president 吴碧瑄 told 21st Century Business Herald reporter, said:. "Tesla does not necessarily represent or extravagant luxury, brand positioning and technology of modernity," Benitez Lamine launch of the Model 3 prices may be more close to the people.
Tricky is that the high costs faced Musk, local regulations covering the pile to resist direct and charge lower three realities bottleneck.
Tesla because retain less, borrow only when other models have been used with parts procurement, large-scale production of parts in order to talk down the price, but with the growth of product ownership, it must build its own mold parts to to ensure product integrity.
Tesla's current annual sales of only 35,000, mold development costs can not be fully assessed. Car parts up to 20,000, largely determines the competitiveness of a product. Natural advantages of traditional car prices, the cost of one component may have been assessed millions.
At the market level, going too fast Tesla facing the most realistic two resistance: First, many US states signed the Anti-direct bill, following New Jersey, Missouri, Texas, after 21 October Michigan also joined the ranks; and second, because the charging standard self-contained, super charging station construction Tesla not work as expected speed construction, can only accelerate the promotion of the destination charge mode. But it greatly reduces the Tesla's dominance, other car companies can not match the high mileage and a short fast charge, Mitsubishi pajero they can not effectively be used in the real world.
Tesla can not go back, Wubi Xuan had earlier personally responded: "Tesla will not change the direct sales model, will go on forever." Tesla has promised future in China will adopt national charging standard, but before the establishment of national standards, fast charge station building must therefore appropriate delay.

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