The transformation of the times always comes through innovation, but innovation always carries risks. This is why everyone wants innovation, but cannot easily try it. In this context, Tesla, which announced the beginning of the electric vehicle era despite numerous risks, can be said to be a beautiful example of innovation. Tesla, which occupied a dominant position in the electric vehicle market, maintains an overwhelming position despite frequent news of defects.
For this reason, even when prominent traditional powerhouses such as Mercedes, BMW, and Porsche launched electric vehicles targeting Tesla, Tesla showed a relaxed appearance. However, recently, Tesla’s position is said to be shaken because of a brand that intends to enter the electric car market. Tesla’s stock price fell in an instant. Today’s AutoPost Issue Plus takes a step further into the story of Apple’s entry into the electric vehicle market.
Written Choong Lee’s Editor
Car market
Tesla, who innovated
It is called the Apple of the automotive world
In 2004, when the millennium fever did not fade, there was a company that entered the autonomous driving and future electric vehicle business. It is Tesla that opened the door to the era of electric vehicles from internal combustion engines. At that time, there was a strong perception that electric cars were inferior in performance and price compared to internal combustion engine cars.
But Tesla broke public awareness and innovated nicely. It was the first to produce a mass-produced car that everyone thought was impossible. Tesla, which showed the potential of the electric car market and announced the full-fledged electric car era, is sometimes called the nickname of Apple in the automobile market because of this aspect.
But globally
Big and small defect news
It is steadily transmitted
But Tesla, who looked perfect, has only one weakness. It is a defect issue that is constantly raised. Minor defects, such as poor steps, poor painting, and software errors, are common, and even serious defects such as falling off the rear bumper or flying off the roof while driving have occurred overseas.
In particular, the situation in Korea is even more serious. Since the number of service centers is extremely short and it takes a considerable amount of time to supply and supply parts, vehicles are often left in service centers for several months. As the situation is like this, there is even a joke among car owners saying, “It is a real Tesla only if there is a step or poor assembly.”
Recently in Korea
A fire incident occurs
Controversy over safety
Recently, in Korea, a terrible incident occurred that surprised Tesla’s owners. On December 9th, a fire accident occurred due to a collision of a Tesla Model X in an underground parking lot in an apartment in Seoul. The problem is that the door of the vehicle did not open as the system power was cut off due to a vehicle collision.
Model X is a vehicle that uses a falcon wing door that opens and closes upwards. In addition, the handle does not come out if no power is supplied. The model X’s door type was different from that of a typical vehicle, causing a problem in opening the vehicle’s door and delaying the structure. Eventually, when the borrower died, some people questioned, “Isn’t it possible to keep the Golden Time?”
By the way, it turns out that this tragedy occurred because of a gap in domestic legislation, and the domestic consumers are getting angry. According to domestic automotive safety regulations, at least one door per row must be designed to open in the event of a collision so that all passengers can escape without the use of tools.
However, Tesla did not have to comply with the Korea-US FTA clause that only US safety standards for vehicles sold less than 50,000 units per year are required. Until now, Tesla has packaged even’mistakes’ as’a challenge for innovation’. However, this incident faced the accusation that “a car is a mechanical device that is directly connected to life, but it lacks safety”.
By 2024, Apple
Own electric car
Announced plans to release
In this situation, news came that had staggered Tesla. On the 21st of the local time, Apple announced that it is in the process of developing an autonomous electric vehicle. Since 2014, Apple has been conducting the “Titan Project” to develop its own electric vehicle with excellent battery performance and autonomous driving technology. In 2016, he hired Porsche’s autonomous driving engineer Alexander Hitchinger, and in 2018 he scouted Tesla’s new car developer Doug Field as vice president.
Until now, Apple has focused on software development to lay the foundation for electric vehicle technology. However, starting with this announcement, it is planning to start in earnest in developing practical automobiles. Meanwhile, as the news of Apple’s entry into the electric vehicle market is spreading, speculation about the development method is rampant. Opinions are divided on whether to link with existing automobile manufacturers, build their own production lines, and if so, which parts company to choose, just like smartphones that are currently 100% manufactured by external companies.
Through a new battery design
Innovation once again
Is going to cause
The next most important thing in a car after safety is driving performance and fuel economy. So, what is the most important thing in an electric vehicle? It will be the range, battery capacity, and charging speed. This is because it is currently the only but the biggest weakness of electric vehicles.
Taking this point accurately, Apple announced plans to develop innovative batteries by introducing proprietary battery technology. Unlike Tesla’s battery method, which is equipped with a pouch and a module, it will enhance the performance by applying a monocell design that removes it.
In addition, it is reported that it is considering introducing lithium iron phosphate with a low probability of fire in order to secure safety while increasing battery capacity. Through the development of innovative batteries, it plans to reproduce the impact of the iPhone when it first appeared on the market in the electric vehicle market.
In addition, technology for autonomous driving is also secured. It has improved autonomous driving performance by attaching the same sensor to the vehicle as the lidar sensor installed in the iPad Pro and iPhone 12 released this year. The expected release time of Apple’s electric vehicles equipped with the latest technology is said to be 2024. However, there are speculation that the production period may be delayed by 1 to 2 years due to the schedule delay depending on the Corona 19 situation.
Elon Musk has already
Apple’s electric car
Showed confidence
In 2016, Elon Musk told the BBC that he was aware of Apple’s electric vehicle development. At the same time, “Apple will grow the electric car industry, but the best electric car will come from Tesla,” he expressed his confidence. However, unlike Elon Musk’s rant, as Apple entered the electric car business, Tesla’s high altitude march also took a break.
At the same time as the news that Apple is preparing for the electric car business on the 21st in local time, Tesla’s share price has decreased by 6.5% compared to the previous day. On the other hand, Apple’s share price rose 1.24% compared to the previous day. There have been many companies that have challenged Tesla, from Porsche to Lucid Air. Nevertheless, why is Tesla’s stock fluctuating because of Apple, an IT company?
Tesla is in a unique position
In the name of innovation
Has been packing the defect
This is related to Tesla’s position in the automotive market. When Elon Musk introduced Tesla’s car, he used the expression “a stylish computer with wheels rather than a car.” This is because it is equipped with a large number of cutting-edge technologies that were not found in existing cars. The technology reminiscent of huge IT devices is also the reason why Tesla can be called Apple in the automotive world.
As Apple entered the electric vehicle market, Tesla’s unique position as an innovative company was shaken. Meanwhile, Tesla was tolerant of the news of many flaws. This is because it is packaged in the name of innovation. However, as Apple entered the electric car market, Tesla could no longer display the same attitude it is now.
Through Apple’s entry into electric vehicles
May the competition in good faith begin…
Experts are not just offering positive outlooks for Apple’s entry into the electric vehicle market. This is because none of the manufacturers who have actually challenged Tesla have caught up with Tesla’s position. In addition, it took 17 years for Tesla, which is currently exerting a strong influence, to reach stability.
Nevertheless, the reason Tesla’s stock price is fluctuating in the news of Apple’s electric car is a proof that many people felt uncomfortable about their actions. There is no development in a market without competition. We have learned that self-evident logic through experience. Therefore, I expect that Tesla’s after-sales service, which has been controversial so far, will improve as Apple enters the electric vehicle market. It was Auto Post Issue Plus.
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