After more than 10 years of development, Tesla has grown into a leader in the new energy vehicle industry. In the Tesla 2021 impact report released on May 5, the company believes that clean energy is the future of human development and plans to accelerate this process through its own influence. The company hopes to sell 20 million new energy electric vehicles and 1500 GWH energy storage equipment every year by 2030, so as to reduce tens of millions of tons of carbon dioxide emissions every year. This paper discusses how the company integrates this grand vision into specific daily management and operation and the results achieved in each link from four aspects: talent management, production and manufacturing, product advantages and future prospects. The above analysis brings different perspectives to examine the development of new forces, and provides guidance for the development of new energy vehicle industry chain from the demand level.
Talent management: an influential company cannot do without the help of excellent talents. The company has created a perfect talent reserve plan to provide suitable positions and learning opportunities for candidates with different ability backgrounds; Create a favorable working and living environment for employees through a good salary and welfare mechanism; Through equity incentive and fair and transparent promotion mechanism, it has established a long-term sense of belonging for employees.
Manufacturing: in terms of manufacturing, the company has designed efficient and innovative production processes and recycling procedures. Through its contribution to environmental protection, the company has created its own unique competitive advantage and realized cost reduction and efficiency increase on the cost side; It has achieved multiple wins in protecting the environment, improving profitability and enhancing brand image.
Product advantages: in terms of products, the company recognizes that consumers will not pay for products just because of the concept of environmental protection. Cost performance and product practicability are the main factors considered by consumers. Therefore, the company has created cost-effective and safe products for consumers through its cost advantages in production and manufacturing and technical advantages in data algorithm. At the same time, with the help of the concept of environmental protection, the company has created a style different from other competitive products, further meeting the psychological needs of consumers.
Focus on the future: the company has created a very growth imagination space for consumers and investors through driverless taxi and semi-trailer truck projects. The company depicts a transportation and logistics system based on clean energy for the public. Once successfully realized, it will greatly reduce the carbon emissions generated by human activities. The company has better shaped its image through its grand vision of environmental protection and created a soft moat for the company.
Investment suggestion: Tesla’s supply chain has few levels and a high degree of flattening, and parts enterprises have more opportunities to realize assembly supporting. Considering the rapid expansion of Tesla’s Shanghai factory capacity, it is expected to drive the performance growth curve of the industrial chain company to become steeper. It is recommended that [ Ningbo Tuopu Group Co.Ltd(601689) , Jiangsu Xinquan Automotive Trim Co.Ltd(603179) , Suzhou Sonavox Electronics Co.Ltd(688533) , Wuxi Longsheng Technology Co.Ltd(300680) , Wencan Group Co.Ltd(603348) ], and the target of benefit [ Ningbo Xusheng Auto Technology Co.Ltd(603305) ].
Risk improvement: the delivery volume fails to meet the expectation due to the delay of the launch progress of new models and the construction progress of production capacity; The sluggish automobile demand leads to the sales volume of new energy vehicles outside China not reaching the expectation; Chip shortage.
