Just like Nokia had a really hard time killing Apple.
Just like Like Sears had a really hard time killing Amazon.
It's over.
The old ICE companies are on a slow decent towards bankruptcy.
And the nail in the coffin will be all this big investment in EVs that don't pay off because they don't short change it and then can't compete with what Tesla is offering.
In the end it will be:
1. Tesla.
2. Another two or three EV startups that do deals to use Tesla's super charging network.
3. Various stragglers formed by mergers of ICE companies pooling whatever resources they have left to make a go at competing.
I was just thinking today about how existing auto will have a much harder time catching up to Tesla than Android or Nokia had catching up to the iPhone (not that Nokia managed to catch up - it took a new player in Android to compete)
Here are the big moats preventing existing auto from competing against Tesla:
1) Tesla has superchargers - it would take time as well as money to roll out something similar
2) Tesla has direct sales - the dealership model has a stranglehold on existing auto
3) Tesla has vertical integration - few middlemen taking a cut
4) Tesla is skilled at software - existing auto are terrible at software
5) Tesla has a strong company culture/structure/employees
6) Tesla has 17 years of experience in EV research and production - it takes time to research and build things like the gigafactory
It is interesting to compare the pros and cons Android faced in competing with the iPhone as there is quite a bit of overlap:
Android
1) Google had to go through the opcos for sales and bloatware - similar to dealer networks for exiting auto
2) Google had no vertical integration and relied on partnerships for building the hardware - unlike Tesla and iPhone but like existing auto
3) Google was good at software and engineering - like Tesla and Apple, but unlike existing auto
4) Google was bad at UX/UI design - unlike Tesla and Apple but like existing auto
5) Google had a strong company culture/structure/employees - like Tesla and Apple, unlike existing auto
6) Google had to get buy-in from external devs for writing apps for Play Store - as did Apple with the App Store. This is a 'critical mass' requirement similar to the Supercharger network for Tesla.
Despite several negatives listed above, Android was able to eventually be pretty much equal to the iPhone after 2-3 years.
Nokia
Nokia never really made it very far along the smartphone path until they lost all their market share. They basically got hung up on the physical keyboard and never wrote a modern operating system until it was too late. So in the case of Nokia is was simply a matter of company culture/leadership and being bad at writing software which was their downfall.
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So this might be the biggest take away - that companies which cannot write software or predict how new tech is trending are going to die - much like most of existing auto. Maybe the ones who are embracing the EV revolution will survive if they up their software...
Direct sales and vertical integration are nice to haves - not essential but really help with the bottom line long term and the speed of tech cycles.
Charging networks are essential (as are service networks). You simply can't sell EVs without them.
I feel like the area the iPhone analogy breaks down the most is that building EVs requires the majority of the work in building the factory which builds the car, whereas the iPhone/Android/Nokia battle was won and lost on software and hardware design, but not on hardware manufacturing. Also, existing auto are competent enough at manufacturing not lose to Tesla on this front though.