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by stcredzero
1745 days ago
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I can't believe people are seriously entertaining the idea that a major auto manufacturer would need Tesla to make cars for them. The trend I see, is that the more people know about what it takes to mass-manufacture an EV, the more they expect that legacy auto companies are going to turn to another manufacturer for the battery pack and the drivetrain. At that point what is the manufacturer bringing? The strength of the brand. It's hard to deny the brand strength of Ferrari, Rolls-Royce, Maserati, and Lamborghini. People will pay ridiculous markups to own brands like that. This opens up the margins such companies would need to survive. Tesla's totally-not-marketing has brought them more cachet than anyone "boring" like Ford or Toyota Does Tesla have the equivalent cachet of Lamborghini? It's debatable, I think. |
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A Rolls-Royce is a BMW. My M4 had RR chimes in it's hidden configuration settings.
A Lamborghini is (usually these days) an Audi. The Urus is a Q8 and the Huracan is an R8 (or the other way around, hard to keep track at this point)
A Maseratis has an infotainment system out of a Jeep Cherokee and shares transmission bugs with a Chrysler 300
Their brand cachet doesn't matter to this conversation because they're not the ones who control its application. The "boring" parent company will.
And why will the parent company do that for their ultra-luxury brand that's all about image and not their normal cars? They won't.
So the parent company needs to have a reason to go to Tesla.
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A skateboard is not just a drivetrain, it's the entire platform.
Manufacturers have just spent millions and billions in R&D to develop modular platforms that can do things like transition from ICE to BEV without feeling like an electrified ICE.
They're going to throw that away? Because their margins on batteries aren't quite as good as Tesla?
Lol if that's the case I think the last thing that helps margins is having someone else provide the whole platform.