In 2023, Tesla is due to release its long-awaited Cybertruck, a blocky, angular SUV first announced in 2019. It is the first new launch of a consumer vehicle by the company since 2020. A promised two-seater sports car is still years away, and the Models S, X, Y, and 3, once seen as space-age dynamos, are now “long in the tooth,” says Mark Barrott, an automotive analyst at consultancy Plante Moran. Most auto companies refresh their looks every three to five years—Tesla’s Model S is now more than 10 years old.
By contrast, this year Ford plans to boost production of both its F-150 Lighting EV pick-up, already sold out for 2023, and its Mustang Mach-E SUV. Offerings from Hyundai IONIQ 5 and Kia EV6 could threaten Tesla’s Model Y and Model 3 in the $45,000 to $65,000 range. General Motors plans to speed up production and cut costs for a range of EV models, including the Chevy Blazer EV, the Chevy Equinox, the Cadillac Lyric, and the GMC Sierra EV.
While Tesla’s designs may be eye-catching, their high prices mean that they’re now often competing with luxury brands.
“There is this kind of nice Bauhaus simplicity to Tesla’s design, but it’s not luxurious,” says David Welch, author of Charging Ahead: GM, Mary Barra, and the Reinvention of an American Icon. “And for people to pay $70,000 to $100,000 for a car, if you’re competing suddenly with an electric Mercedes or BMW, or a Cadillac that finally actually feels like something that should bear the Cadillac name, you’re going to give people something to think about.”
While few manufacturers can compete with Tesla on performance and software (the Tesla Model S goes to 60 mph in 1.99 seconds, reaches a 200-mph top speed, and boasts automatic lane changing and a 17-inch touchscreen for console-grade gaming), many have reached or are approaching a range of 300 miles (480 km), which is the most important consideration for many EV buyers, says Craig Lawrence, a partner and cofounder at the investment group Energy Transition Ventures.
One of Tesla’s main competitive advantages has been its supercharging network. With more than 40,000 proprietary DC fast chargers located on major thoroughfares near shopping centers, coffee shops, and gas stations, their global infrastructure is the largest in the world. Chargers are integrated with the cars’ Autobidder optimization & dispatch software, and, most importantly, they work quickly and reliably, giving a car up to 322 miles of range in 15 minutes. The network contributes to about 12 percent of Tesla sales globally.
“The single biggest hurdle for most people asking ‘Do I go EV or not,’ is how do I refuel it and where,” says Loren McDonald, CEO and lead analyst for the consultancy EVAdoption. “Tesla figured that out early on and made it half of the value proposition.”
But new requirements for funding under public charging infrastructure programs in the US may erode Tesla’s proprietary charging advantage. The US National Electric Vehicle Infrastructure Program will allocate $7.5 billion to fund the development of some 500,000 electric vehicle chargers, but to access funds to build new stations, Tesla will have to open up its network to competitors by including four CCC chargers.
