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Tesla was co-founded by Martin Eberhard and Mark Tappenning. These two are the leaders in the Internet entrepreneurial tide in the United States at the end of the last century. It is said that Eberhard is not only a very talented engineer, but also an idealist. He is worried about global warming and has always wanted to use new energy vehicles instead of burning gasoline Car.

Unlike “Environmental Girl” who just roars and doesn’t work, the ambitious duo aim to achieve greatness.Grand Ideal founded a company in 2003, which is Tesla in the future. The clear goal is to develop electric vehicles.

Musk, who became Tesla’s boss in the future, entered Tesla in 2004 and became the largest shareholder after selling PayPal. (You heard me right, the company with a current market value of 120 billion US dollars)

The wealthy Musk led a $ 6.5 million investment in Tesla’s Series A round after the sale of PayPal, with harsh conditions: He served as chairman of the company and has the final say on all matters .

This is Musk.

After winning Tesla, just like our five-year plan, Musk also drew a blueprint for Tesla’s development and named it “MasterPlan”.

This plan translated into our context is a three-step strategy:

First, build a super sports car;

Second, use the money earned to build cheaper and medium-selling cars;

Three, use the money earned to create more economical best-selling models;

I. Kick the founder to be CEO in person

After confirming the Masterplan, Tesla took the first step in July 2006 and launched the Roadster sports car, which starts at $ 98,000.

You know that you can buy top-end cars like Mercedes-Benz S-Class and BMW 7-Series in the US for 10W. You can also buy Porsche 911, so Roadster is in line with the first step of Musk’s strategy: build a super sports car.

However, due to the bottleneck of the supply chain and core component technology, Roadster’s production costs are out of control and mass production is difficult.

The dictatorship Musk really can’t stand it anymore. In 2007, he kicked off the founder Eberhard and became the CEO himself.

In order to achieve the normal listing of Roadster, Musk initiated a radical reform, first replacing the core accessory gearbox, and then began to reduce unnecessary expenses.

Through a series of difficult operations, the first Roadster was finally officially delivered in February 2008.

Although the product was delivered, its competitiveness was weak. From its launch in February 2008 to its suspension in 2012, Roadster has sold less than 2,500 vehicles worldwide.

After taking the less successful first step, Tesla has no hope of going the next way with the money made in the first step. (Recently, Ruixing has pioneered IPO financing. In fact, Ruixing is a younger brother in front of Tesla)

In June 2010, Tesla completed its IPO on the NASDAQ in the United States, becoming the second U.S. auto company to go public after Ford went public in 1956.

Tesla started the second step with the US $ 184 million raised through the IPO.

Tesla’s second car is the Model S, which is a luxury car with a 17-inch central control touch screen. After the roadster’s launch was frustrated, model s became the first true mass production model of Tesla with its excellent technical innovation and product innovation, and was officially delivered in June 2012.

At the time, there were three models of the Model S, priced at $ 57,400 to $ 87,400, which corresponded to an acceleration of up to 4.4 seconds per 100 kilometers and a range of 483 kilometers.

As the first high-end electric vehicle, the Model S has been well received since its launch. At the end of 2012, the number of ModelS scheduled increased from 520 at launch to 15,000. In 2013, the Model S ‘market share in the US mid-to-large luxury sedan market surpassed the established luxury brands such as Mercedes-Benz S-series and BMW 7-series, ranking first.

With the delivery of ModelS, Tesla’s revenue has doubled, and in the first quarter of 2013, it turned to a profit of $ 11.25 million and became the first auto manufacturing company to pay off the Ministry of Energy’s low-interest loan.

By the way, Tesla’s stock price rose 344% this year.

Second, Masterplan still has to rely on China

After the second step was completed, Tesla began to imagine the third step and launched a more popular model, that is, a mid-size car.

Mid-size cars are the largest and most cost-effective market segment. According to the wheelbase, length, price and function of the vehicle, the automotive market can be divided into six segments: micro, small, compact, medium, medium and large.

Each time the price of a car drops by $ 5,000, the industry law that doubles the number of potential buyers determines the importance of the mid-market in all market segments.

For Tesla, medium-sized cars are not only the key to the development goals of the third stage, but also determine whether Tesla can truly become a mainstream car company. It has strategic significance.