Difference between revisions of "Tesla, Inc."
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| − | '''Tesla, Inc.'''<ref> | + | '''Tesla, Inc.'''<ref>Tesla Motors Homepage. https://www.tesla.com</ref> is an automotive and energy storage company co-founded by Elon Musk, Marc Tarpenning, Martin Eberhard, Ian Wright, and JB Straubel. <ref>Business Insider: "Tesla Origin Story" http://www.businessinsider.com/tesla-the-origin-story-2014-10 </ref> Named after the electrical engineer and physicist Nikola Tesla, the company is based in Palo Alto, California, and specializes in electric cars, energy charging equipment and is known for its many unique technological features. Upon founding the company in July, 2013, Tesla's founders wanted to prove that electric cars could be better than gasoline-powered cars. The company has released three models, Tesla Roadster, Model S, and Model X. Elon Musk is the current CEO of the company after firing previous CEO, Martin Eberhard. <ref>"Forbes: Why Was Martin Eberhard Forced Out of Tesla" https://www.forbes.com/sites/quora/2013/11/12/why-was-martin-eberhard-forced-out-of-tesla-motors/#48f41c6b55c4 </ref> |
==About Tesla== | ==About Tesla== | ||
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'''Step 3: Low-priced, high-volume car for the general population.''' Use the profits from Step 2 to develop a car that is affordable to the middle class, around the range of $35,000. | '''Step 3: Low-priced, high-volume car for the general population.''' Use the profits from Step 2 to develop a car that is affordable to the middle class, around the range of $35,000. | ||
====Part Two==== | ====Part Two==== | ||
| − | With the master plan part one in the final stages of completion, Elon Musk | + | With the master plan part one in the final stages of completion, Elon Musk published a "Part Deux" (Two) of his next master plan on July 20, 2016. <ref name="partDeux">Musk, Elon. "Master Plan, Part Deux." Tesla, Inc. Tesla Motors, 20 July 2016. Web. https://www.tesla.com/blog/master-plan-part-deux</ref> In short, Musk enumerated on four major points: |
* Create solar roofs with seamlessly integrated battery storage | * Create solar roofs with seamlessly integrated battery storage | ||
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* Enable your Tesla vehicle to make money for you when you aren't using it | * Enable your Tesla vehicle to make money for you when you aren't using it | ||
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| − | + | ===Risks and Challenges=== | |
| + | ====Dealership Model Policy==== | ||
| + | Tesla Motors employs a unique sales mechanism whereby they neither operate local dealership branches nor partner with existing dealerships to sell the company's vehicles. Rather, it operates a number of regional showrooms and "galleries" <ref name="teslaBranches">Tesla Locations. https://www.tesla.com/findus/list/stores/United%20States</ref> which are owned and operated by the company itself. The company also sells vehicles directly to customers through its online site. | ||
| + | |||
| + | Various states have prevented Tesla from opening company-owned dealerships and others have restricted direct-to-consumer sales. | ||
| + | |||
| + | ====Legal Regulation of Autonomous Vehicles==== | ||
| + | Every designer and manufacturer of autonomous systems faces the problem of how law at every level -- municipal, state, and federal -- will address concerns around [[Autonomous_Vehicles#Legislation| autonomous driving]]. There are many issues under consideration by policymakers who are responsible for [[Autonomous_Vehicles#Legislation | legislation to regulate autonomous vehicles]], however the question of liability when autonomous systems fail to safely operate a vehicle is chief among them. | ||
| + | |||
| + | Tesla's founder and CEO, Elon Musk, has stated a belief that worldwide approval of fully autonomous driving systems will necessitate the gathering and processing of data from approximately 6 billion miles of driving with partially- or non-autonomous vehicles. <ref name="partDeux"/> When Musk stated this belief in mid-2016, he added that Tesla is currently collecting data at a rate of 3 million miles each day from its customers' driving. | ||
| + | |||
| + | ====Production Capacity==== | ||
| + | |||
| − | |||
==Technology== | ==Technology== | ||
===Battery=== | ===Battery=== | ||
Previous electric vehicles would use lead-acid batteries, which were heavy and limited. AC Propulsion, however, took inspiration from the laptop and phone industry's use of 18650 lithium-ion batteries. By combining several thousand, AA-sized lithium batteries, AC Propulsion created a truly innovative car battery, that far surpasses previous technologies. Tesla continued with augmenting the battery pack, allowing an increase in performance and range. One of the areas where Tesla outshines its competitors is in its packaging and cost of electric batteries. By designing a vehicle from the ground up, Tesla built its entire vehicle around the battery. What resulted was a flat slab that forms the floor of the car, enabling a very large battery without sacrificing interior space. | Previous electric vehicles would use lead-acid batteries, which were heavy and limited. AC Propulsion, however, took inspiration from the laptop and phone industry's use of 18650 lithium-ion batteries. By combining several thousand, AA-sized lithium batteries, AC Propulsion created a truly innovative car battery, that far surpasses previous technologies. Tesla continued with augmenting the battery pack, allowing an increase in performance and range. One of the areas where Tesla outshines its competitors is in its packaging and cost of electric batteries. By designing a vehicle from the ground up, Tesla built its entire vehicle around the battery. What resulted was a flat slab that forms the floor of the car, enabling a very large battery without sacrificing interior space. | ||
===Autopilot=== | ===Autopilot=== | ||
| − | On October 15, 2015 Tesla released an update over-the-air officially named Tesla Version 7.0, but would later be known as Autopilot. It allowed users to activate a feature in their Tesla that could make the vehicle autonomous under certain conditions. The technology has been proven time and again to help people avoid accidents. <ref> "Business Insider: Autopilot in Tesla Model S Prevents Truck Accident 2016" http://www.businessinsider.com/autopilot-in-tesla-model-s-prevents-truck-accident-2016-4</ref> <ref> "Youtube [https://www.youtube.com/watch?t=17&v=EJmhpgW0Dmc </ref> While there is controversy regarding the safety of such technology, Elon Musk said that Autopilot can reduce accidents by as much as 50%.<ref>"Business Insider: Teslas Autopilot Reduces Accidents 2016" http://www.businessinsider.com/teslas-autopilot-reduces-accidents-2016-4 </ref> | + | [[Autonomous_Vehicles | Autonomous driving]] is a key feature of Tesla's various models. On October 15, 2015 Tesla released an update over-the-air officially named Tesla Version 7.0, but would later be known as Autopilot. It allowed users to activate a feature in their Tesla that could make the vehicle autonomous under certain conditions. This feature requires infrequent driver intervention in order to safely operate the vehicle, thus the current iteration of Tesla vehicles is considered to satisfy the requirements of [[Autonomous_Vehicles#Levels_of_Autonomy |Level 3 autonomy]]. |
| + | |||
| + | The technology has been proven time and again to help people avoid accidents. <ref> "Business Insider: Autopilot in Tesla Model S Prevents Truck Accident 2016" http://www.businessinsider.com/autopilot-in-tesla-model-s-prevents-truck-accident-2016-4</ref> <ref> "Youtube [https://www.youtube.com/watch?t=17&v=EJmhpgW0Dmc </ref> While there is controversy regarding the safety of such technology, Elon Musk said that Autopilot can reduce accidents by as much as 50%.<ref>"Business Insider: Teslas Autopilot Reduces Accidents 2016" http://www.businessinsider.com/teslas-autopilot-reduces-accidents-2016-4 </ref> | ||
Tesla's Autopilot system is made up of multiple ultrasonic sensors place all around the car. <ref>"Technology Review: Tesla Announces New Sensors and Puts the Brakes on Autopilot" https://www.technologyreview.com/s/602703/tesla-announces-new-sensors-and-puts-the-brakes-on-autopilot/ </ref> These sensors can sense 16 feet in every direction which helps the car analyze and understand its environment, allowing it to steer itself in most situations. The sensors enable the vehicle to realize when something is too close and gauge when it's appropriate to safely change lanes. In addition, there is a forward-facing camera located on the top windshield that helps the car understand what obstacles are in front of the car. It can detect traffic, pedestrians, road signs, and many other things. The camera, radar, ultrasonic sensors and GPS all work together to constantly provide real-time feedback from the Tesla fleet. Over-the-air updates are used to continually improve the system and add new features to the Autopilot system This data is then used to improve the overall system. | Tesla's Autopilot system is made up of multiple ultrasonic sensors place all around the car. <ref>"Technology Review: Tesla Announces New Sensors and Puts the Brakes on Autopilot" https://www.technologyreview.com/s/602703/tesla-announces-new-sensors-and-puts-the-brakes-on-autopilot/ </ref> These sensors can sense 16 feet in every direction which helps the car analyze and understand its environment, allowing it to steer itself in most situations. The sensors enable the vehicle to realize when something is too close and gauge when it's appropriate to safely change lanes. In addition, there is a forward-facing camera located on the top windshield that helps the car understand what obstacles are in front of the car. It can detect traffic, pedestrians, road signs, and many other things. The camera, radar, ultrasonic sensors and GPS all work together to constantly provide real-time feedback from the Tesla fleet. Over-the-air updates are used to continually improve the system and add new features to the Autopilot system This data is then used to improve the overall system. | ||
| + | |||
| + | ==Current Models== | ||
| + | ====S-3-X-Y==== | ||
| + | While the Roadster is also a Tesla model, the only models in production currently are the S and X, with the third model, 3, coming late 2017 and model Y in late 2018. The model S, nicknamed the Whitestar while under production, was designed by Franz von Holzhausen. <ref>Gizmodo: "Tesla Whitestar Electric Sedan 4 Doors Half the Price of the Roadster" http://gizmodo.com/237952/tesla-whitestar-electric-sedan-4-doors-half-the-price-of-the-roadster</ref> One of the main features that was never seen before in any other car was the touchscreen. Tesla placed nearly all vehicle controls and function in this huge control center. In fact, the touchscreen was developed before the first iPad came out. Two other new features that didn't exist before were "Ludicrous Mode" speed, which on the high-performance P100D goes 0-60 mph acceleration in 2.5 seconds and Autopilot which allowed autonomous driving. | ||
| + | |||
| + | The next model Tesla released was the Model X. The most notable feature that came with this model was the "falcon wing" doors. Along with the release of the car, Tesla also introduced the Bioweapon Defense Mode which allowed users to go from breathing normally filtered air to hospital-grade atmosphere. The Model X was developed as the SUV version of the Model S, which allowed it to have a maximum of 7 seats. | ||
| + | |||
| + | Even though the Model 3 isn't ready for the public yet, prototype models show a re-oriented touchscreen.[https://electrek.co/2016/11/17/tesla-model-3-prototype-pictures-2/] Both the Model S's and X's screen is in portrait mode, but the Model 3's could be in landscape. There is also a chance that the production car will do away with traditional gauges and instruments. There's speculation that Tesla is also looking to make a Model Y which would be a crossover built on the same platform as the Model 3. | ||
==Ethical Implications== | ==Ethical Implications== | ||
Revision as of 22:02, 31 March 2017
|
Tesla, Inc.[1] is an automotive and energy storage company co-founded by Elon Musk, Marc Tarpenning, Martin Eberhard, Ian Wright, and JB Straubel. [2] Named after the electrical engineer and physicist Nikola Tesla, the company is based in Palo Alto, California, and specializes in electric cars, energy charging equipment and is known for its many unique technological features. Upon founding the company in July, 2013, Tesla's founders wanted to prove that electric cars could be better than gasoline-powered cars. The company has released three models, Tesla Roadster, Model S, and Model X. Elon Musk is the current CEO of the company after firing previous CEO, Martin Eberhard. [3]
Contents
About Tesla
History
Christie Nicolson, a multimedia science journalist, met Elon Must for the first time at a party in 1989. Following introductions, the second sentence that Must said was, "I think a lot about electric cars" [4]. And there was good reason to. The electric motor is easier, cheaper, and more sensible long-term plan to power cars. Yet, the reason electric vehicles haven't overtaken gas-powered ones is due to three age-old concerns regarding the viability of electric cars: range, performance, and price. When Musk decided in 2003 to start making electric cars, there were high costs of entry that prevented any startup car company from succeeding. Yet, in the Silicon Valley there were people in one little car technology company AC Propulsion [5], that were experimenting and making great bounds in EV breakthroughs. During 2003, a Californian engineer named JB Straubel was also tinkering with electric vehicles. He got the opportunity to propose to Musk for funding for a car project he was working on. Musk liked Straubel's idea a lot and Straubel later brought him to AC Propulsion. Musk was already running SpaceX at the time, but wanted to fund AC Propulsion in bringing one of their prototypes into market. Unfortunately, the people at AC Propulsion didn't want to deal with the intricacies of that. Instead they introduced Musk to three guys who also came by the company to present their ideas. Of the three, two were Martin Elberhard and Marc Tarpenning. They wanted to use AC Propulsion's technology and bring it to market as a new company called Tesla Motors, but lacked the funding. It was a perfect match, Musk provided the money, allowing them the ability to create a car company.[6]
Plans For the Future
Business Model
Like any new technology such as the first cell phone or computer, the R&D costs drive up the price of the product. Thus, Tesla had to develop a business plan [7] for the company on how to make, market, and sell their products. As a startup car company, Tesla had to use its money strategically, resulting in a unique approach to getting its first vehicle to market. Instead building a relatively affordable car for mass production and marketing, Tesla took the opposite approach, focusing instead of creating a compelling car. Elon Musk said this about the company's mission, “If we could have [mass marketed] our first product, we would have, but that was simply impossible to achieve for a startup company that had never built a car and that had one technology iteration and no economies of scale. Our first product was going to be expensive no matter what it looked like, so we decided to build a sports car, as that seemed like it had the best chance of being competitive with its gasoline alternatives.”
Once, it established its brand through its first car, Roadster, Tesla took a three-pronged approach to selling, servicing, and charging its electric vehicles:
- Direct Sales
- Create an international network of company-owned showrooms and galleries
- Owning the sales channel can help Tesla gain an advantage in the speed of its product development
- Create a better customer buying experience
- Unlike car dealerships, Tesla showrooms have no conflict of interest
- Customers deal with Tesla-employed sales and service staffs
- Service
- Believes that opening a service center in a new area corresponds with increased customer demand
- Combine their direct sales strategy with service centers in their newly expanded retail concept called “Service Plus"
- Customers can charge or service their vehicles at the service centers or the Service Plus locations
- Tesla employs Tesla Rangers, mobile technicians who can service vehicles from your house
- Supercharger Network
- Create its own network of Supercharger stations where drivers can fully charge their Tesla vehicles for free
- Building and owning these stations is to speed up the rate of adoption for electric cars
Master Plan
In 2006, Elon Musk announced to the public that the overarching purpose of Tesla Motors is to help "expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy, which he believes to be the primary, but not exclusive, sustainable solution". [8] Thus, to help make that idea a reality, Musk elaborated on a master plan, Part 1 being released in 2006 and Part 2 in 2016, both of which have been condensed below.
Part One
Step 1: High-priced, low volume car for the very rich. First come out with an expensive and compelling first product that is worth the price. Hence, the Roadster, a legitimate Ferrari competitor that costs over $100,000.
Step 2: Mid-priced, mid-volume car for the rich. Use the profits from Step 1 to develop a Step 2 car. A luxury car that competes with $80,000 Mercedes or BMW products.
Step 3: Low-priced, high-volume car for the general population. Use the profits from Step 2 to develop a car that is affordable to the middle class, around the range of $35,000.
Part Two
With the master plan part one in the final stages of completion, Elon Musk published a "Part Deux" (Two) of his next master plan on July 20, 2016. [9] In short, Musk enumerated on four major points:
- Create solar roofs with seamlessly integrated battery storage
- Expand the electric vehicle product line to address all major industries
- Develop autonomous driving capability that is far safer than manual driving via massive fleet learning
- Enable your Tesla vehicle to make money for you when you aren't using it
Risks and Challenges
Dealership Model Policy
Tesla Motors employs a unique sales mechanism whereby they neither operate local dealership branches nor partner with existing dealerships to sell the company's vehicles. Rather, it operates a number of regional showrooms and "galleries" [10] which are owned and operated by the company itself. The company also sells vehicles directly to customers through its online site.
Various states have prevented Tesla from opening company-owned dealerships and others have restricted direct-to-consumer sales.
Legal Regulation of Autonomous Vehicles
Every designer and manufacturer of autonomous systems faces the problem of how law at every level -- municipal, state, and federal -- will address concerns around autonomous driving. There are many issues under consideration by policymakers who are responsible for legislation to regulate autonomous vehicles, however the question of liability when autonomous systems fail to safely operate a vehicle is chief among them.
Tesla's founder and CEO, Elon Musk, has stated a belief that worldwide approval of fully autonomous driving systems will necessitate the gathering and processing of data from approximately 6 billion miles of driving with partially- or non-autonomous vehicles. [9] When Musk stated this belief in mid-2016, he added that Tesla is currently collecting data at a rate of 3 million miles each day from its customers' driving.
Production Capacity
Technology
Battery
Previous electric vehicles would use lead-acid batteries, which were heavy and limited. AC Propulsion, however, took inspiration from the laptop and phone industry's use of 18650 lithium-ion batteries. By combining several thousand, AA-sized lithium batteries, AC Propulsion created a truly innovative car battery, that far surpasses previous technologies. Tesla continued with augmenting the battery pack, allowing an increase in performance and range. One of the areas where Tesla outshines its competitors is in its packaging and cost of electric batteries. By designing a vehicle from the ground up, Tesla built its entire vehicle around the battery. What resulted was a flat slab that forms the floor of the car, enabling a very large battery without sacrificing interior space.
Autopilot
Autonomous driving is a key feature of Tesla's various models. On October 15, 2015 Tesla released an update over-the-air officially named Tesla Version 7.0, but would later be known as Autopilot. It allowed users to activate a feature in their Tesla that could make the vehicle autonomous under certain conditions. This feature requires infrequent driver intervention in order to safely operate the vehicle, thus the current iteration of Tesla vehicles is considered to satisfy the requirements of Level 3 autonomy.
The technology has been proven time and again to help people avoid accidents. [11] [12] While there is controversy regarding the safety of such technology, Elon Musk said that Autopilot can reduce accidents by as much as 50%.[13]
Tesla's Autopilot system is made up of multiple ultrasonic sensors place all around the car. [14] These sensors can sense 16 feet in every direction which helps the car analyze and understand its environment, allowing it to steer itself in most situations. The sensors enable the vehicle to realize when something is too close and gauge when it's appropriate to safely change lanes. In addition, there is a forward-facing camera located on the top windshield that helps the car understand what obstacles are in front of the car. It can detect traffic, pedestrians, road signs, and many other things. The camera, radar, ultrasonic sensors and GPS all work together to constantly provide real-time feedback from the Tesla fleet. Over-the-air updates are used to continually improve the system and add new features to the Autopilot system This data is then used to improve the overall system.
Current Models
S-3-X-Y
While the Roadster is also a Tesla model, the only models in production currently are the S and X, with the third model, 3, coming late 2017 and model Y in late 2018. The model S, nicknamed the Whitestar while under production, was designed by Franz von Holzhausen. [15] One of the main features that was never seen before in any other car was the touchscreen. Tesla placed nearly all vehicle controls and function in this huge control center. In fact, the touchscreen was developed before the first iPad came out. Two other new features that didn't exist before were "Ludicrous Mode" speed, which on the high-performance P100D goes 0-60 mph acceleration in 2.5 seconds and Autopilot which allowed autonomous driving.
The next model Tesla released was the Model X. The most notable feature that came with this model was the "falcon wing" doors. Along with the release of the car, Tesla also introduced the Bioweapon Defense Mode which allowed users to go from breathing normally filtered air to hospital-grade atmosphere. The Model X was developed as the SUV version of the Model S, which allowed it to have a maximum of 7 seats.
Even though the Model 3 isn't ready for the public yet, prototype models show a re-oriented touchscreen.[1] Both the Model S's and X's screen is in portrait mode, but the Model 3's could be in landscape. There is also a chance that the production car will do away with traditional gauges and instruments. There's speculation that Tesla is also looking to make a Model Y which would be a crossover built on the same platform as the Model 3.
Ethical Implications
Crashes
Hacking
Responsibility
References
- ↑ Tesla Motors Homepage. https://www.tesla.com
- ↑ Business Insider: "Tesla Origin Story" http://www.businessinsider.com/tesla-the-origin-story-2014-10
- ↑ "Forbes: Why Was Martin Eberhard Forced Out of Tesla" https://www.forbes.com/sites/quora/2013/11/12/why-was-martin-eberhard-forced-out-of-tesla-motors/#48f41c6b55c4
- ↑ "Washington Post: The 22 Most Memorable Quotes from the New Elon Musk Book Ranked" https://www.washingtonpost.com/news/innovations/wp/2015/05/11/the-22-most-memorable-quotes-from-the-new-elon-musk-book-ranked/?utm_term=.d0aac7909c05
- ↑ "AC Propulsion Website" http://www.acpropulsion.com
- ↑ "Tesla Rumors: How Tesla Began" http://teslarumors.com/HowTeslaBegan
- ↑ "Tesla Website: "Mission for Tesla" https://www.tesla.com/blog/mission-tesla
- ↑ "Tesla Website: Secret Tesla Motors Master Plan Just Between You and Me" https://www.tesla.com/blog/secret-tesla-motors-master-plan-just-between-you-and-me
- ↑ 9.0 9.1 Musk, Elon. "Master Plan, Part Deux." Tesla, Inc. Tesla Motors, 20 July 2016. Web. https://www.tesla.com/blog/master-plan-part-deux
- ↑ Tesla Locations. https://www.tesla.com/findus/list/stores/United%20States
- ↑ "Business Insider: Autopilot in Tesla Model S Prevents Truck Accident 2016" http://www.businessinsider.com/autopilot-in-tesla-model-s-prevents-truck-accident-2016-4
- ↑ "Youtube [https://www.youtube.com/watch?t=17&v=EJmhpgW0Dmc
- ↑ "Business Insider: Teslas Autopilot Reduces Accidents 2016" http://www.businessinsider.com/teslas-autopilot-reduces-accidents-2016-4
- ↑ "Technology Review: Tesla Announces New Sensors and Puts the Brakes on Autopilot" https://www.technologyreview.com/s/602703/tesla-announces-new-sensors-and-puts-the-brakes-on-autopilot/
- ↑ Gizmodo: "Tesla Whitestar Electric Sedan 4 Doors Half the Price of the Roadster" http://gizmodo.com/237952/tesla-whitestar-electric-sedan-4-doors-half-the-price-of-the-roadster
