Tesla's Next Challenge

Although it still remains the electric car superpower, Tesla is beginning to slip behind its Chinese competitors in the production of really affordable vehicles for lower income people. With its launch of the Model 2 Redwood, beginning as low as $19,500, it has taken a step in the right direction. But Tesla is still far behind BYD, which builds several really inexpensive cars, like the Seagull with a sticker price of only $10,000.

Throughout history, while most makers were targeting middle and upper level buyers, only two have focused onto the lower level clients—the ones who would be buying their products in huge numbers.

One of these, of course, is Ford. Beginning in 1908, its simplistic Model T sold rapidly across the nation with prices starting at $950. As production developed and efficiency improved, prices quickly plummeted all the way down to $360 by 1916. Altogether, up until 1931, Ford built and sold 15 million Model T’s.

Later, in December, 1927, in response to the demand for sturdier vehicles, Ford introduced the Model A, which featured “a standard set of driver controls, including a clutch, brake pedals, throttle and gearshift,” along with “a triplex shatterproof safety windshield” and hydraulic shocks—features we see on modern cars today.

By 1931, Ford had sold over five million Model A’s.

Even after providing generous pay raises for its workers, Ford’s assembly line efficiency and huge production made it America’s most profitable auto manufacturer.

The other legendary company that followed Ford’s example was Volkswagen, with a name that literally means “People’s Car.” Volkswagen beetles have been sold all over the globe from the mid-1940’s through the 1970’s in the US and well into the 21st century in Mexico and other places. Volkswagen made and sold more than 23 million beetles worldwide.

All of these cars have one common denominator—simplicity, durability, ease of maintenance and repair, and low cost. Because they were inexpensive, they were within reach of nearly everybody’s budget.

So what should Tesla do? Build a $10,000 car? Elon might want to build some one day. But that might not be his best next move.

What should he build? He could even get a jump on BYD and the other Chinese makers.

In the world of ICE cars, Toyota is introducing its IMV Zero, a bare bones small pickup truck that costs only $8000. It has only two doors, a single seat (for 2 or 3 people), and a single flat six foot bed where the customer can install whatever he wants. Mass production hasn’t even begun, but consumers all over the world are already drooling to get their hands on them.

Why the excitement? In parts of the world, and especially in America, WE HAVE A CHRONIC SHORTAGE OF SMALL PICKUP TRUCKS. Because of excessive CAFE requirements and other government oppressions, U. S. automakers are unable to profitably build them, and the so-called “Chicken Tax” hamstrings their importation. Whether the IMV Zero can even be built or sold here is still debatable.

But what about an elecrtic IMV Zero? No CAFE restrictions. No worries about emissions. No chicken tax. Just build and sell them. And so far, even BYD and others are not building any. Here is Tesla’s golden opportunity.

What would a Tesla IMV Zero look like? Like military vehicles, it would be built for simplicity and efficiency—for function rather than appearance. Screws, bolts, and other essential fasteners would never be concealed, but instead be exposed and readily accessed. Its practical, angular body, from the front, could resemble a small Cybertruck, but without all of its bells and whistles—no glass roof, only two doors, only one seat (up to 3 people), rear wheel drive, and one motor. It would be about 15 feet long, 5.5 feet wide, and 5 feet tall—the same size as the small pickups that Toyota built and sold in the U. S in the 1970’s and 1980’s—four feet shorter, 1.5 feet narrower, 1.25 feet lower, and about 50% lighter than the hulking Cybertruck. Most basic functions like steering, lights, wipers, locks etc. could be mechanical, like standard ICE trucks—simple and easy to fix. The body would consist of flat panels of stainless steel, like the Cybertruck (or ordinary steel if the stainless is too costly). The back would be a flat 6 X 5.5 foot stainless steel bed with threaded mounting holes for whatever attachments the customer wants. We could name it the Tesla Model T—which would reflect on the world’s first affordable car as well as T for truck and also for Tesla.

The new truck would have regenerative braking (at least on the rear wheels), back up and blind spot cameras, and also crash avoidance software, eliminating any need for expensive, bulky and messy air bags. Just fasten your seat belts and go. The flat front and back end panels would be solid tempered steel about 3 mm thick to resist crashes from other vehicles—in case they ignore the radar-powered loud warning horn. And of course, like the legendary Toyota Hilux, the Tesla Model T must be TOUGH—able to “take a licking and keep on ticking.”

It would also feature a towing capacity—something simple that every Tesla should have—like manual Warn locking hubs that could be set to free spin while being towed. On the new Model T, they would be needed only on the two rear wheels; the front wheels would free spin like any other rear wheel drive vehicle.

It would have one major feature no other Tesla has, but should—interchangeable batteries. With battery technology and capacities growing by leaps and bounds, buyers would no longer worry about their new Teslas becoming obsolete when longer range batteries are later developed, which is a near certainty in just a few years. If ordinary flashlights can have this fundamental capacity, why not Teslas?

The Tesla IMV Zero would feature slide-in pockets on each side where battery modules are slid in, connected, and sealed by watertight doors. Replacing a module (perhaps no more than 100 pounds—about 8 to 10 inches square and 32 inches long) would be as simple as replacing a standard 12 volt car battery.

The truck can be made in Tesla’s existing gigafactories, perhaps alongside the Cybertrucks, which are also composed of flat panels. To save time making small parts, many common non-proprietary items (lights, switches, locks, mechanical parts, etc.) might be shopped out to failing ICE makers or other independents, who would love the extra business and would be willing to make good deals to remain solvent.

The Tesla IMV Zero will be an overwhelming best seller. Everybody needs a small, inexpensive, dependable work truck. It doesn’t matter if it’s ugly. It’s purpose is to get jobs done. That’s the objective that really matters. As soon as they become available, millions of people will rush to buy and use them.

THE VIEWS OF SUBMITTED EDITORIALS MAY NOT BE THE EXPRESS VIEWS OF THE ALABAMA GAZETTE.