Taking on Tesla: Big Auto’s First Steps to Dominating Electric

Ford Energy

Earlier this week, in Part I of this series, I talked about the fact that the automakers are assuming that the best way to battle Tesla — which is turning out to be a disruptive threat — is by making their own better “Teslas.” Think “threat” is too strong? This a company selling cars people love, at a price that works. The Model-S received the highest score in history for a car from Consumer Reports and added to that a safety record that was just declared to be unprecedented. You could say the company is firing on all cylinders, but, well…

As tempting as it may be to copy Elon Musk, the high-volume car makers should be trying to figure out why Elon Musk is placing the bets he is. What are his assumptions and how to ride them?

I also gave four key takeaways:

  1. An electric car is an object of desire

  2. An electric car is a modern appliance

  3. An electric car is Moore’s Law on wheels

  4. An electric car drives — and sells — differently