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Elon Musk has long wanted to eat the German carmakers’ lunch, but no one thought he would have the audacity to do it in their own staff canteen. When he announced this week that Tesla would build its first European production plant near Berlin, there can be no doubt that it his intention. The German government was exultant. Peter Altmaier, economics minister, said it provided “further proof of how attractive Germany is as a place to make cars”, and was a “milestone” on the country’s path towards electromobility. But there was also shock at Mr Musk’s chutzpah. Here was an upstart entrepreneur throwing down the gauntlet to some of Germany’s most successful and long-established companies on their home turf. The conservative Frankfurter Allgemeine Zeitung newspaper called it a “declaration of war”.
Some were surprised that Mr Musk had chosen to locate the facility in Brandenburg, the state surrounding Berlin, which does not have a carmaking tradition. It is hundreds of miles from Baden-Württemberg, home to Daimler, Bosch and Porsche, and from Wolfsburg, the town in Lower Saxony where Volkswagen is headquartered. [German carmakers] have been sitting in their own diesel la-la-land for far too long. It’s good that someone’s coming in to challenge them Arndt Ellinghorst, Evercore ISI But the symbolism of locating near Berlin, one of Europe’s hippest cities with a huge pool of technical talent, is significant. “Berlin rocks!” Mr Musk said when he unveiled the gigafactory plans. “As a production site, Berlin sounds a lot cooler than some out-of-the-way place in Poland, Hungary or West Germany,” said Ferdinand Dudenhöffer of the University of Duisberg-Essen’s Centre for Automotive Research.
With traditional companies making big bets on electric, Tesla will soon face serious competition. The VDA, the main German auto lobby, was blasé about Mr Musk’s gigafactory announcement. German carmakers, said VDA head Bernhard Mattes, were already investing in electromobility and “will increase their electric model range fivefold by 2023” to more than 150. “We don’t shy away from competition — quite the contrary,” Mr Mattes said. As Germany becomes a main player in electric vehicles, Tesla’s gambit makes sense because the company needs to be where the action is, say experts. “There’s no question that Europe will be at 20-30 per cent fully electric vehicles by the end of the 2020s, and be the biggest market after China,” said Evercore’s Mr Ellinghorst. “And if Musk wants to play in Europe, he needs to produce in Europe and be seen as a European player.”