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EV price destruction going on! Will Tesla change the world of cars?

Tesla is cheaper !?

In February 2021, Tesla, a manufacturer specializing in electric vehicles (EV), drastically reduced the Japanese price of the most mass-market model "Model 3". The car currently has three grades, of which two are more affordable. The full charge cruising range of WLTP mode is 430km and the rear wheel drive "Standard Range Plus" is 5.11 million yen → 4.29 million yen, and the "long range" of 2 motor 4WD at 580km is 6.552 million yen → 4.99 million yen. .. The price reduction is 620,000 yen (!) For the former and 1,562,000 yen (!!) for the latter. For example, the main unit price of the "Nissan Leaf", which is the most popular EV in Japan, is a little over 3.3 million yen to a little less than 4.3 million yen for the standard model, and a little over 4.4 million yen to a little less than 5 million yen for the large capacity battery "e +". The entry price is lower for the Leaf, which may seem cheap at first glance, but when you look at the battery capacity, which is the maximum indicator of the EV price, that is not the case. The battery capacity of the Leaf is 40kWh for the standard model and 62kWh for the e +, while the model 3 is 55kWh for the standard range plus of 4.29 million yen. In other words, the main unit price is between the standard model of the Leaf and e +, and the battery capacity is just in the middle ... so it can be said that the real price is almost the same. When it comes to a higher-end long range, it is loaded with a 75kWh battery with a larger capacity than the Leaf e +, and is 4WD. Still, the price is almost the same as the highest-end model of Leaf e +, so Model 3 feels cheaper anymore. By the way, when it comes to EVs, subsidies and preferential treatment cannot be ignored, but at least the base CEV subsidies are around 400,000 yen (the Leaf varies depending on the grade), so there is almost no difference between the two cars. Another EV model of the "Mazda MX-30" is 43.5-4.95 million yen at 33.5kWh. The CEV subsidy is 162,000 yen. The value of the car is not determined solely by the battery capacity, but in this case, the Model 3 is overwhelmingly cheap.


The deciding factor is the place of production and the battery.

It is a fact that there are some grudges of users who purchased before the price cut as a matter of course on the Internet for this price cut. However, for new potential customers who are not like "What kind of Tesla do you often hear the name of?", This price cut will have a big impact. There are two main reasons why such a bold price cut was possible. One is that the production base for Japanese specifications has changed. Previously, it came from the Fremont factory in California, USA, but from now on, it will be manufactured by the Shanghai factory in China, which started operation at the end of 2019. The factory is a "Giga Factory" that aims to reach 500,000 units a year. The new model 3 made in China (Japanese specification) is close to Japan in terms of production cost due to the mass production effect of Giga Factory, and the transportation cost has also decreased. Another reason is the change in battery procurement. All the batteries of the conventional Model 3 were made by Panasonic, but in the future, in addition to Panasonic, it will be procured from LG Chem in South Korea and CATL in China. According to the leaked information, the model 3 made in China does not actually use Panasonic batteries, and it is said that the standard range plus of 4.29 million yen is made of CATL and the long range of 4.99 million yen is made by LG Chem. However, the details are not clear. Also, the purchaser cannot specify the battery manufacturer.


Exciting speed

Tesla is a manufacturer whose pros and cons are clearly divided among car enthusiasts, but one of the reasons is that the speed of pushing monogoto is much faster than existing car makers. In the vicinity of the car industry, it is still noisy today when it comes to autonomous driving and electrification. If you're not very familiar with the car situation, it's no wonder that some people may have the illusion that fully autonomous EVs will flood the road tomorrow, but that's not the case. Even with the "Level 3 autonomous driving" that Honda achieved the world's first practical use the other day, after clearing a number of strict conditions, it is only possible to crawl in the traffic jam. Even with electrification, there are still only a few options for pure and easy-to-understand battery-powered EVs. The automobile industry is a social entity, and autonomous driving must be promoted step by step with safety first, and the spread of EVs involves complicated environmental and energy issues. Therefore, for those who want to see a bright future as soon as possible, the movement of the real world is too slow. It is a characteristic of Tesla, for better or for worse, to show new developments one after another, despite such old shackles. For Tesla fans, that sense of speed is irresistible.


Safety awareness is caught

but it is also true that there are quite a few accidents around the world that are believed to be caused by the "autopilot" they call autonomous driving. It seems that most of these accidents were caused by overconfidence in the function and hands-off driving, while looking away and taking a nap. Tesla is reluctant to disclose specific technical details (which is a bad thing about them), but although the company's autopilot has a large number of radars and cameras, it has high-speed hands-off driving and level 3 autopilot. It doesn't seem to use the high-precision 3D map information and riders that are essential for driving. In other words, technically, it is not out of the range of a combination of general adaptive cruise control and lane trace assist. In such cases, existing automaker products take double-triple preventive measures against hand-held driving and looking away, but the autopilot is not that good. Tesla himself said, "The features currently available are the driver's own monitoring and responsibility, not fully autonomous driving .... Prove with billions of miles of experience to realize these features in the future. It is necessary to acquire credibility that surpasses that of a human driver who has been trained. At the same time, it also requires regulatory approval and may take a long time depending on the country or region (from Tesla's website). " However, the problem was that in reality, it was possible to perform actions that were quite similar to autonomous driving. In addition, there have been reports of vehicle fires and battery cell scattering cases during collisions on the Internet, but Tesla basically does not comment on these. The vague attitude towards safety concerns is very uncomfortable in the traditional sense of the car industry. This is what Tesla denials are most likely to get caught up in, called the autopilot.


From now on, despite the existence of threats

that "Uber Eats" has created friction and friction with the existing social system, but due to the corona wreckage, it has begun to function as a social infrastructure. There are still many problems, but the stage of asking whether or not to exist has already passed. There is no choice but to approach each other and accept them socially. Tesla is similar. Their attitude of "try it for the time being and fix it if there is a problem" is common to startup companies these days. It is true that the existing car industry, which is required to hit Ishibashi thoroughly, has conflicting feelings, but their sense of speed is also the part that existing automobile manufacturers lack most. In fact, the Model 3 is a top brand that is neither pushed nor pushed, at least in the US and European EV markets, and the number is increasing in China as well. In Japan, the current models of Tesla = "Model S" and "Model X" before Model 3 have not obtained the model designation of the Ministry of Land, Infrastructure, Transport and Tourism. In other words, the import form is close to parallel import. However, this model 3 is a genuine regular imported car that has acquired the model designation even in Japan. When it comes to regular imported cars, safety and quality concerns must be addressed properly. To put it the other way around, this can be seen as Tesla's determination to finally get serious about the Japanese market and make head-on adjustments to the real world of Japan. If Tesla, which is already well-known, can improve its social fitness and even its price, it will definitely pose a threat to domestic EVs. While paying close attention to Tesla's future, we hope that it will work soundly with existing manufacturers in Japan as well.