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- Martin Eberhard, cofounder of Tesla, says that EV companies should not try to compete with Tesla.
- He suggested that EV startups should look for their own market rather than trying to launch Tesla-like models.
- Eberhard, who left Tesla in 2007, has been employed at various automotive companies ever since.
Martin Eberhard, cofounder of Tesla, believes that too many car companies are trying beat Tesla at its own game. This is a recipe for disaster.
Eberhard stated that anyone who is interested in EVs should not try to be a Tesla competitor. "Don't make exactly the same model."
Eberhard stated that he was disappointed in certain companies like Lucid. Lucid, a similar electric sedan to the Model S, is trying to compete with it. The first prototype of the Lucid Air was unveiled in 2016. Its first delivery to customers came in 2021. It can travel up to 520 miles and costs between $87,400 and $179,000 for the four-door luxury sedan.
Insider was told by Eberhard that he knows many former Tesla engineers who now work at Lucid. Eberhard stated that he worked for Lucid in 2015 when it was still called Atieva. However, he was not a fan of the CEO and left after six week.
Lucid confirmed that Eberhard was employed at the startup for a brief period in 2015. However, he declined to comment on Eberhard's departure. Eberhard's description of the Lucid Air was criticized by a representative from the startup, who called it a "new benchmark in EV sports sedans."
The Tesla cofounder stated that companies must stop viewing the automotive market in a win-take-all model.
Eberhard stated that there are different types of cars for different market segments. Everyone at Tesla knew from the beginning that eventually the auto industry would catch up to them and they would have to compete against many other car companies.
He said, "The world has supported over a dozen large successful car companies for generations. That is something I do not see changing.
Eberhard stated that he believes more companies should follow Rivian’s business plan.
Eberhard stated that Rivian's business plans make him more optimistic. Rivian looked at the market and said, "You know, it's No. The F-150 truck is North America's #1 selling vehicle. This is a great place to work if you're looking for a new market.
Marc Tarpenning, Eberhard's longtime friend, and he came up with the idea of a company that would produce cars using lithium-ion battery technology in the early 1990s. Eberhard, along with Marc Tarpenning, founded Tesla in 2003. Eberhard had previously revealed to Drake Baer, Insider's Drake Baer, that Elon Musk was a board member of Tesla and they met behind his back. He voted for him to be replaced as CEO.
Musk stated that Eberhard's departure was due to production delays and other operational problems.
Musk stated that Musk was not concerned about personality differences. Musk also said that Martin's decision to transition to advisory status was unanimous. "Tesla is facing operational problems and Martin would be a part of the solution if the board felt that he could. He would remain an employee of the company."
Insider repeatedly asked Musk for comment. Musk didn't respond. Tesla's press office did not return emails.
Eberhard was the director of EV Development at Volkswagen Electronics Research Laboratory for approximately two years after he left Tesla. Eberhard has also worked for startups like SF Motors, and launched two EV-battery startups: Inevit and Tiveni.
The complete Insider interview with Martin Eberhard.
Are you a Tesla employee or do you have any insight? You can reach the reporter by email at gkay@insider.com or via secure-messaging app Signal (248) 894-6012), or via Twitter DM @graceihle. Use a non-work device to reach out.
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By: gkay@insider.com (Grace Kay)
Title: Tesla cofounder’s advice to EV startups: Don’t try to be Tesla
Sourced From: www.businessinsider.com/tesla-cofounder-ev-startups-competition-advice-dont-try-be-tesla-2023-2
Published Date: Sun, 19 Feb 2023 11:55:00 +0000
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