The press are already fawning over the new Model 3. Subscribing to the Tesla Owners Worldwide forum page I’ve learnt it is something more akin to a cognitive dissonance based cult. All of the mutual backslapping between owners trying to justify their purchase as if they know something we don’t. Despite this, Musk – for all of his rent seeking powers – is revealing his amateur status where it matters most – first in production and second in distribution. Yet the press is hailing this as the iPhone type game changer. According to automotive analysts Tesla hadn’t secured a production manager, after the Model 3 was green lighted over 1.5 years ago. Car production is a nightmare. It requires supreme coordination across the entire supply chain.
As the Tesla Model 3 is being rolled out to customers around two dozen of his staff are being given cars to iron out any bugs that haven’t been found before final fill out. Normally car makers go out of their way to iron out bugs or defects before release. Such is the emergency to keep to a schedule, Tesla reminds me of Michael Keaton (plays Hunt Stevenson) in Working Class Man (Gung Ho) where the Japanese are trying to fix the quality control issues of the poor work ethic of its American factory. Such is the sloppiness of manufacturing that the workers say “let the dealer worry about it”
Tesla has a small dealer footprint compared to major auto makers. This idea that dealers are a thing of the past is nonsense. If there is a funny clunk on an individual car or a major recall, dealers bring peace of mind and smooth out the process. Yet Tesla, which has well known quality problems has an underbaked dealer network as evidenced by the following complaint by a customer
“I was on my way to pick up my new Tesla today, when I got a call from the delivery specialist telling me that my car had mistakenly been given to another customer over the weekend. Now they want to deliver the car to me after it had been used by someone else. This diminishes the joy and experience of expecting your new car. Not a happy camper at all. Very unprofessional. After all, don’t they check VIN numbers before delivering cars?”
Wait for production nightmares to arise. Musk, who recently admitted efficient production was pretty much the whole ballgame, has nothing in terms of experience or quality control of say a Toyota which has coined pretty much every global manufacturing efficiency jargon there is – JIT, Kansan and kaizen for starters. That didn’t come from pushing its luck – it has been decades of refinement not 1.5 years with crossed fingers.
The non motoring press can write whatever they please about how wonderful it is because it’s trendy to like Tesla. However Toyota says it is close to perfecting solid state Li-ion batteries which will be infinitely better than the antiquated things Tesla is using now. That aside, the Tesla Model 3 will be like every other Tesla venture – run in the hope nothing goes wrong. My bet is that this company that is still to turn a profit and relies on the taxpayer to fund its sales can’t compete with the incumbents when they flood the market with attractive product. By the way the centre control dashboard shows that form is being put over function.
Elon Musk may well be the modern day version of Hunt Stevenson. Got the gift of the gab but lives on endless promises that he knows is always a huge long shot. Never forget Toyota had a stake in Tesla but sold it. Be sure Toyota’s tech team went over its technology with a fine tooth comb. It found nothing it didn’t have already and so let it go.