Tesla发布Model 3
Tesla Unveils Model 3
2016年3月31日晚上，加州霍桑的特斯拉设计工作室，马斯克在台上说了一句话，现场直接炸了：Model 3 开放预订24小时，订单总数突破11.5万台。
要知道，特斯拉第一款车 Roadster 一年的产量只有500台。11.5万是那个数字的230倍。而且这些人下单的时候，车还没开出来，价格只知道一个3.5万美元的起步价，配置表几乎是空白。
这场发布会值得重新读一遍。它没有堆参数，没有对比竞品，前面三分之一的时间马斯克在讲气候、讲碳排放、讲死亡人数。等到所有人以为要揭幕了，他又把特斯拉十几年的产品路线图从头讲了一遍。
一辆3.5万美元的车，为什么要用这种方式介绍？答案藏在他讲的每一个环节里。
一场汽车发布会，开场是二氧化碳浓度曲线
马斯克上台后的第一句话不是“欢迎来到Model 3发布会”，而是“我想先说说我们为什么要做这件事”。
他放了一张图，大气中的二氧化碳浓度。图上那条线看起来几乎是垂直的，已经越过403 ppm，还在往上爬。
上一次大气碳浓度达到这个水平，是1100万年前。那差不多是灵长类开始直立行走的时候。那时候的世界和现在完全不一样，我们不想回到那个状态。（马斯克）
这个类比很狠。他没说“气候正在恶化”，他把时间轴拉长到千万年，让观众意识到人类文明的全部历史都发生在这条曲线的平坦部分，而现在它翘起来了。
接着是温度。全球平均气温已经上升2摄氏度。马斯克补了一句：这个数字没讲完整故事，因为极端温度上升的幅度可以达到20度。
平均值掩盖了分布的尾部。平均升2度，意味着原本几十年一遇的极端高温变成了几年一遇，原本的“最热夏天”变成了常态。这一点在讨论气候时经常被忽略，因为平均值好记，尾部才是真正杀人的部分。
然后他抛出了另一个数字，跟气候无关，跟每个人的肺有关。麻省理工学院的一项研究显示，仅在美国，每年就有5.3万人死于汽车尾气排放。
一辆车在排有毒气体，这事儿对健康显然没好处，逻辑简单到不需要论证。马斯克在这里几乎没做修辞，只是把两个数字放在一起：403 ppm 和 5.3万条命。
秘密蓝图：一家小公司只能用杠杆撬行业
讲完为什么，马斯克放出了他写的第一篇公司博客，标题叫“秘密蓝图”（Secret Master Plan）。
他说这东西原本是个三步走的三部曲，现在变成了“四部曲的三部曲”。台下笑了。这句自嘲里有个事实：计划赶不上变化，但路线图本身没跑偏。
蓝图的核心逻辑只有一条：任何新技术都需要多轮迭代和规模效应，才能从“做得出来”走到“做得好还买得起”。一家资源极少的初创公司想撬动百年汽车工业，唯一的办法是从小处起步，一级一级往上跳。
具体到特斯拉，就是四步：高价低量的跑车，中高价中量的豪华轿车和SUV，低价高量的家用车，以及未来更便宜的产品。
这个顺序不能乱。如果特斯拉第一天就去造3.5万美元的车，它活不到2016年。
Roadster 的真正作用是打破刻板印象
2008年的 Roadster，售价超过10万美元，一年只能造500台。从商业角度看这是个玩具，从战略角度看它干了另一件事。
在 Roadster 之前，公众对电动车的印象是慢、丑、续航短、性能差。这个印象不打破，后面所有产品都会被同样的偏见挡住。
Roadster 是第一辆真正意义上的好电动车。我们必须打破那个模具，让世界看到电动车可以很快、很漂亮、性能很强。（马斯克）
马斯克在台上专门感谢了买 Roadster 的那批人。他说这话不是客套，因为 Roadster 年产500台，却产生了远超其体量的影响。
最直接的证据来自通用汽车。前通用副总裁鲍勃·卢茨（Bob Lutz）公开表示，雪佛兰 Volt 项目受 Roadster 启发，Volt 又影响了后来的日产聆风（Nissan LEAF）。
一台年销500辆的小车，改变了行业里最大的几家公司的产品决策。这就是杠杆。
Model S 拿的那些奖，目的不在奖本身
第二步是 Model S。马斯克在现场问了句“在座有开 Model S 的吗”，然后自己接话：那你们知道它是辆好轿车。
参数摆在那里：最多七座，五个成人加两个孩子；被 Motor Trend 等媒体测为史上最快的量产轿车；操控好，有 Autopilot；几乎每一个评测机构都把它评为当年最佳车型；《消费者报告》（Consumer Reports）给了它“史上最佳车”的评价。
念完这些，马斯克做了一段非常重要的解释。
拿这些奖不是目的。重要的是让汽车行业、让全世界看到，一辆电动车真的可以成为最好的车。这才是真正要紧的事。（马斯克）
这句话说明了特斯拉每一代产品的隐藏目标。Roadster 证明电动车可以性感，Model S 证明电动车可以全面超越燃油车。每一次都在拆掉一块“电动车不行”的心理墙。
墙拆完了，才轮到价格。
Model X 补上市场的另一半
数据是：轿车和SUV各占汽车市场的一半。只做轿车会丢掉一半客户，所以 Model S 的平台被延展成了 Model X。
Model X 的鹰翼门（Falcon Wing doors）在台上被马斯克轻描淡写地提了一句“确实给我们带来了一些挑战”。了解那款车交付历程的人都知道这句话背后有多少工程麻烦。这也是这场发布会难得的诚实时刻。
S 和 X 收的钱，养出了 Model 3
这一段是全场最容易被忽略、但对理解特斯拉最关键的部分。
Model 3 要做到高产量、低成本，需要的工程投入是几十亿美元级别。这笔钱从哪来？来自 Model S 和 Model X 的销售收入。
我想对所有买过 S 或者 X 的人说一句，谢谢你们帮 Model 3 付了研发费用。Model 3 能出现，是因为你们。（马斯克）
这句话把特斯拉的产品序列讲透了。每一代产品不只是卖给当下的客户，它在给下一代产品融资。豪华车的高毛利，是廉价车能存在的前提。
很多新造车公司跳过了这一步，直接宣布要做“国民电动车”，然后卡在资金和产能上。
3.5万美元的车，标配清单值得逐条看
Model 3 的起步价是3.5万美元。马斯克强调，就算一个选装件都不买，这辆车依然好得离谱：
不选任何配置，你也不可能用3.5万美元买到更好的车，连接近的都没有。（马斯克）
那么标配里有什么？
- 安全：不只是平均五星，而是每个细分项目都拿五星。马斯克说得很直白，安全必须排第一，这关系到买车的人和他们的家人朋友。
- 性能：基础版0到60英里每小时（约96公里每小时）不到6秒，换成0到100公里每小时也在6秒以内。他的原话是“在特斯拉我们不造慢车”。还补了一句，会有快得多的版本。
- 续航：EPA 工况至少215英里。他特意强调这是最低数字，希望能超过。
- Autopilot 硬件：全系标配。所有自动驾驶安全功能都在每台车上，不需要额外购买选装包。
- 超级充电：全系标配，不额外收费。
这份清单在2016年是反常识的。当时行业惯例是：安全气囊数量分档，高级驾驶辅助功能锁在顶配或者选装包里，快充要单独付费解锁。特斯拉把这几样全部拉到基础款。
原因不难推。这些功能一旦成为标配，它们就从“卖点”变成了“门槛”。竞争对手要么跟进，要么在配置表上永远低一档。
车变小了，人还得坐得舒服
做小车最难的地方不是把尺寸缩下来，是在缩下来之后里面还能舒服地坐五个成年人。马斯克在“comfortably”这个词上停顿了一下，说这个词才是重点。
工程上他们做了两件事。
第一件，把仪表台往前推。燃油车前面有个大发动机，需要一层隔火墙（firewall）把高温和噪音挡在座舱外。电动车没有发动机，这层墙就不必存在。于是前排座椅整体前移，仪表台被压薄，第二排的腿部空间就出来了。
马斯克说，今晚试驾的人会感觉到自己坐得比平时靠前一点，但前排的感受其实很好。
第二件，后排头顶是一整块连续的玻璃。这块玻璃带来的是头部空间和开扬感。他的评价是，在同尺寸的车里，Model 3 的空间感是最好的。
还有一个燃油车很难做到的事：前后两个行李厢。因为没有发动机占位，前舱也是空的。同样外部尺寸下，Model 3 的载物能力超过任何一辆燃油车。
现场有人问能不能在车内放一块七英尺长的冲浪板。马斯克的回答是：可以。
车还没量产，充电桩先铺开
超级充电网络在当时已经建成3600多座，目的地充电桩数量差不多。计划是到2017年底，超充数量翻倍，目的地充电桩翻四倍。
为什么在这里花这么多篇幅？马斯克给的理由是自由。
拥有一辆车，很大一部分意义在于自由，在于你想去哪就去哪。超级充电桩对这件事是决定性的。（马斯克）
续航数字解决的是“能不能开到”，充电网络解决的是“敢不敢开去”。两个问题分开。一辆续航300英里的车，如果沿途充不上电，它的有效活动半径会大幅缩水。
还有一个细节：Model S 的车载充电器能适配任何国家的电压和电流。也就是说，世界上只要有电的地方，这车就能充。这个设计对出口市场很重要。
销售和服务网点：从215个到441个
当时特斯拉在全球有215个销售和服务网点，分布在亚洲、北美和欧洲。计划到2017年底翻倍到441个。
马斯克给的标准很具体：在北美、欧洲和欧亚大陆，只要你在一个中等规模的城市圈里，就能买到车，也能修车。
对3.5万美元这个价位的买家来说，这一点比参数更实际。买豪华车的人愿意为一次保养开两小时，买家用车的人不愿意。
真正的瓶颈在电池，不在整车厂
有人问这些车怎么造出来。马斯克的回答分成两半。
整车这半，弗里蒙特工厂历史上曾经做到年产近50万台车，所以特斯拉达到同样数字“不能说是轻松，但非常可行”。
电池这半才是硬骨头。要造50万台车，就要有对应的电池产能，而这个量级相当于吞下全世界锂电池的总产量。
这就是内华达沙漠里那座超级工厂（Gigafactory）存在的理由。
马斯克给了一组尺度对比：按占地面积算，它将是世界上最大的建筑，任何类型都算；按体积算，它只输给华盛顿州的波音工厂。它一家的锂电池产量，会超过全世界其他所有工厂加起来的总和。年产能50 GWh。
更关键的是，它不只做量，还要做当时世界上最先进的电芯和电池包。高产量加上最先进的技术，两个条件同时具备，Model 3 的成本结构才成立。
这段话其实是在回答一个所有人心里都有的疑问：3.5万美元的电动车，电池成本怎么压下来？答案不在采购谈判桌上，在一座还没完全建好的工厂里。
“某个地方已经是愚人节了”
终于到了揭幕环节。马斯克先卖了个关子：“今晚我们没把车带来。”台下安静了半秒。他接着补了一句：“某个地方已经是愚人节了。”
发布会是3月31日，第二天就是愚人节。这个玩笑开得挺马斯克。
然后是那组数字：24小时内订单11.5万台。他说这话的时候语气明显有点飘，连说了好几个“so”。
交付时间定在2017年，他自己也承认这个时间表“我确实比较有信心”。了解特斯拉交付史的人看到这句话，大概会笑一下。
把这场发布会当成一份产品战略文件来读
回头看，Model 3 发布会的信息密度集中在一个地方：它完整展示了特斯拉怎么从零走到大规模量产，每一步的钱、技术、供应链从哪来。
碳排曲线和死亡人数解释动机。秘密蓝图解释路径。Roadster 和 Model S 解释品牌资产怎么积累。S 和 X 的销售收入解释研发资金从哪来。Gigafactory 解释成本结构。超充网络解释使用体验怎么兜底。最后才是那辆3.5万美元的车。
这个叙事顺序本身就是策略。如果一上来就讲车，观众记住的是参数；从动机讲到基础设施再讲到车，观众记住的是一整套判断。
对做硬件和做产品的人来说，这场发布会里有几条规律值得抄下来：
- 先找到那个卡住成本的物理约束。Model 3 的成败不在设计，在电芯产能和成本。找到它，然后把最大的一笔钱押上去。
- 用高价低量产品养技术和品牌，用中价中量产品养现金流，用低价高量产品换规模。这个顺序跳过任何一步，后面都补不回来。
- 基础设施的铺设节奏要比销量提前半步。充电桩和门店在车大规模交付之前翻倍，用户提车时才不会撞墙。
- 把别人的选装包变成你的标配。Autopilot 硬件和超充全系标配，一次性把竞争对手的配置表变成减分项。
- 预订量不等于交付量。11.5万台是一天的意向金，真正的考验是接下来12到18个月的产能爬坡和转化率。看这类数据，永远要跟进后面两个指标。
- 产品发布会的第一页可以不是产品。如果动机足够硬，讲动机比讲参数更能建立信任。
3.5万美元这个价格，在2016年是一道分水岭。它意味着电动车第一次被摆到了和凯美瑞、雅阁、帕萨特同一个货架上。之前的 Roadster 和 Model S 都在说服有钱人换一种玩具，Model 3 要说服普通人换一种生活方式。
这两个任务，难度完全不同。前者靠惊艳，后者靠的是充电桩密度、维修网点、二手车残值、保险费率，一堆不上发布会PPT的东西。
马斯克在那晚讲的每一项基础设施，都是在为后一个任务做准备。车只是一个入口。
0:09Good evening everyone here and out there on the internet. My name is Franz Bonholtausen. I lead the design team here at Tesla and I'm excited
0:23To welcome you to the Tesla design studio here in Hawthorne, California
0:28We are here tonight to talk about model 3
0:31But we wouldn't be here without years of intense drive and passion from the Tesla team and leadership on an unwavering mission
0:41Ladies and gentlemen, on behalf of all of my colleagues here at Tesla, it is my
0:47honor to welcome to the stage Mr. Elon Musk. Well welcome everyone, welcome everyone
1:14to the Model 3 unveil. We have an amazing product to show you tonight. I
1:21think you're gonna be blown away and but I want to start talking, just
1:27preface this by talking about why are we doing this? Why Tesla, why does Tesla
1:32Why are we making electric cars? Why does it matter? It's because it's very important to
1:39accelerate the transition to sustainable transport. It really, really, really is, this is really
1:48important for the future of the world. We have record high CO2 levels. We recently passed
1:56over 403 parts per million of CO2 in the atmosphere. You can see the chart and it looks
2:03looks like a vertical line, and it's still climbing.
2:08And the last time there was this level of carbon concentration
2:12was 11 million years ago.
2:14That was approximately when primates started walking upright.
2:19The world was very different.
2:21We do not want to return to that situation.
2:25And what that's here to increase results in
2:28is at steadily increasing temperature.
2:31So we've already increased by two degrees.
2:34In fact, that doesn't tell the whole story
2:36because the extremes of temperature
2:38increase by as much as 20 degrees.
2:41And that line is going to keep going
2:43for some time into the future.
2:44It's really important.
2:45It makes a difference if we accelerate the transition
2:48to sustainable transport.
2:51And beyond the global warming, there's
2:53just the fact that combustion cars emit toxic gases.
2:57And according to an MIT study, there are 53,000 deaths per year in the US alone from auto
3:05emissions.
3:07So it stands to reason that if a vehicle is spewing toxic gas, that's obviously bad for
3:13your health.
3:16And so to address this, what we came up with the test though was what we call the secret
3:22master plan.
3:24So this is the first blog that I ever wrote for the company.
3:34And it was originally a three-step,
3:39it's originally a trilogy.
3:40Now it's a four-part trilogy, so it turns out.
3:44But we needed to figure out how could we, as a tiny company,
3:49with very few resources, actually make a difference.
3:53And the only way to do this was to start small,
3:55to start with a low volume car, which
3:58is why we started with the Tesla Roadster.
4:04So with any new technology, it takes multiple iterations,
4:10and multiple iterations, and it takes economies of scale
4:13before you can make it great and affordable.
4:17So step one was the Roadster.
4:20The Roadster was high price and low volume.
4:25But what really made a difference
4:27was that it showed people, it showed the world,
4:30that you could make a compelling electric car.
4:32You could make a great electric car.
4:34What was unique about the Roast,
4:36it was the first really great electric car.
4:40And before the Roast, the people thought an electric car
4:43would be slow and ugly and low range,
4:46and have bad performance.
4:49And we had to break that mold.
4:50It was incredibly important to show that that wasn't true.
4:54And so we made the Roast, which is fast,
4:57It's beautiful.
4:58It's great, great performance.
4:59For those of you who bought the Roadster, thank you.
5:09And we only made 500 units a year because that's all we really could make for the Roadster.
5:15But it had a very leveraged effect.
5:18In fact, Bob Lutz, the former Vice President of GM, actually credits the Roadster with
5:23the Chevy Volt program, which then led to the Nissan LEAF program.
5:28And really, even though we were making very few cars,
5:31it actually had quite a huge leverage effect on the auto industry.
5:36But there was still a lot more to do.
5:40And a lot of people said, well, the road is nice,
5:42but it's sort of a toy, and it's very expensive.
5:45And you couldn't really make a car that people would use every day,
5:50or a car that could really compete against the great combustion sedans
5:53of the world. So with it, okay, we're going to make the Model S. So the Model S, any of
6:13you drive Model S? Thank you. So then you know it's a great sedan. It can seat up to
6:28the seven people, five adults and two kids.
6:30It's tested by rodent track and motor trend and others
6:35as the fastest border car in history ever.
6:44And it's got great handling, it's got great technology,
6:48it's got things like autopilot.
6:51And it really, it was rated by almost every group
6:56as the best car in its year.
6:59and by Consumer Reports as the best car ever.
7:03Yeah.
7:04Yeah.
7:08Again, the reason for that is not just
7:11to achieve some sort of quality of cars,
7:13but to show what an electric car can do.
7:17Because nobody believed that an electric car could do this.
7:20So what was really important was to show,
7:22the reason it was important was not to achieve awards
7:26or anything like that.
7:27It was just to show the car industry, show the world
7:30that an electric car really can be the best car.
7:33That's what really, really mattered.
7:35And now, for cars, about half the market once sedan,
7:41and about half the market once an SUV.
7:43So we thought, well, we'll extend the model as platform
7:47into the Model X.
7:48Woo!
7:54Now, both of these are very important
7:57because the revenue from the Model S and the X
8:00is what's needed to develop the Model 3.
8:03So the Model 3 with very high volume and all the engineering needed to achieve the cost reductions
8:09and the capabilities, it cost billions of dollars.
8:12So the S and the X are what pay for that Model 3 development.
8:17So I just want to say for all of you who have bought an S or an X, thank you for helping
8:21pay for the Model 3.
8:30So the Model 3 is happening because of you.
8:33And so we actually have an S and an X on the side there and has of course the Falcon wig
8:38doors, which did cause us some challenges.
8:42But now, Ellen working.
8:50So now, then going from the S and the X,
8:55we finally come to step three.
8:59The final step in the master plan,
9:01which is a mass market, affordable car.
9:09It was only possible to do that after going through the prior
9:12steps. But we're here and we're here to show that to you tonight. So I'm going to
9:26describe some of the aspects of the Model 3 and then, yeah, so let's move to
9:32describing. Let's show the master plan again.
9:38Okay, so that's the last plan with steps two and 2.5.
9:44And now going to the Model 3.
9:47First of all, I want to start off by saying the Model 3 is going to be an incredibly safe
9:51car.
9:53We really believe in Tesla that safety has to come first.
9:56We care about you, we want you to be safe, we want your friends and family to be safe,
9:59this is paramount.
10:01The Model 3 will not just be five-star on average, it will be five-star in every category.
10:11And even the base model 3 will do 0 to 60 miles an hour or 0 to 100 kilos an hour in less than
10:186 seconds.
10:19At Tesla we don't make slow cars.
10:28And of course there will be versions of the Model 3 that go much faster.
10:34And in terms of range, the range will be at least an EPA rating of 215 miles.
10:46I want to emphasize these are minimum numbers.
10:49We hope to exceed them.
10:55It will also, all Model 3s will come
10:57standard with autopilot hardware.
10:59Woo!
11:04And all autopilot safety features will be present in every car.
11:08You won't need to buy an option.
11:09The autopilot safety features will always be there.
11:15The Model 3 also fits five adults comfortably.
11:20That comfortably is the important part here.
11:22OK.
11:23But the challenge, obviously, with building a smaller car
11:28is how do you still make it comfortable with a bunch of
11:30people inside?
11:31So there are two important design steps we did with the
11:37Model 3 to achieve that.
11:38One was to move the instrument panel of the firewall.
11:41There really isn't a firewall.
11:42If you don't have a big combustion engine in front,
11:45we move the front seats forward and compress the
11:48the instrument panel.
11:49When you do your rides tonight,
11:50you'll see what I mean.
11:51You're sitting a little further forward.
11:53It actually feels great on the front seats.
11:56That's what gives you the leg room to have five adults.
11:59And so your first and second row
12:01have plenty of leg room.
12:03Then on the rear roof areas,
12:06actually one continuous pane of glass.
12:08And the reason that that's great
12:12is because it gives you amazing headroom
12:14and a feeling of openness.
12:16So it has, I think by far, the best feeling,
12:19the best roominess of any car in the size.
12:23Then in addition, it has, just like the model
12:26is that it has a front and rear trunks.
12:29So it has more cargo capacity than any gasoline car
12:36of the same external dimensions.
12:40And yeah.
12:41And you can actually, somebody asked
12:46question recently is can you fit a seven foot long surfboard on the inside?
12:52The answer is yes, you can. Then with respect to supercharging, all Model 3s
13:02will come with supercharging standard. So the reason supercharging is very
13:12important as many of you know, is that it gives you freedom of travel. Okay, it
13:17means you can conveniently go where you want, where you want, how you want, and a
13:22A lot about having a car is it's about freedom.
13:25It's about going where you want to go.
13:28And so the superchargers are critical to that.
13:32So we're now at the point where we've built out over 3,600
13:36superchargers worldwide.
13:40And about the same number of destination charges,
13:44that's present day.
13:46By the end of next year, we will double the number
13:48of superchargers and quadruple the number of destination
13:59charges.
14:01So you will be able to go virtually anywhere.
14:05And in fact, because the onboard charge of the Model S
14:08is able to adapt to any country's voltage and average,
14:12wherever you go in the world, if there's electricity,
14:15you can charge.
14:16So what about buying and servicing?
14:23So where we are today with Teslas,
14:24we've got 215 locations in Asia, North America, and Europe.
14:30And by the end of next year, we expect
14:33to more than double that to 441 locations.
14:36So the key point being, almost no matter where you are
14:45in North America, Europe and Eurasia,
14:49if you're in any even mid-sized metro area,
14:52you'll be able to buy a car and get your car serviced.
14:55So now how are we going to make these cars?
15:00Okay, good question.
15:02We need to achieve high volume production.
15:07So this is in two parts.
15:08First, there is the vehicle factory.
15:10So our Fremont factory in the past has actually made
15:16almost 500,000 cars a year.
15:19So we're confident that Tesla can achieve that number
15:21in the future in terms of vehicle production.
15:24So I think that's going to be, I wouldn't say straightforward,
15:28but very doable.
15:29And then what about batteries?
15:35Because in order to produce half million cars a year,
15:39we would actually need the same battery production.
15:42We basically need to absorb the entire world's lithium ion
15:44production.
15:46That's why we are building the Gigafactory.
15:48These are the recent pictures of the Gigafactory.
15:53This is a vital element.
15:57So to give you a sense of scale, the Gigafactory
15:59will actually have the largest footprint of any building,
16:03of any kind.
16:03Okay. Volumetrically, it will only be second to the Boeing factory in Washington. So this
16:14is really quite an enormous facility. In fact, it will produce more lithium-ion batteries
16:22than all other factories in the world combined. There's one location. So we're talking about
16:3050 gigawatt hours a year of production.
16:33And it won't just be at that volume,
16:35it will also be producing the most advanced cell
16:38and battery in the world.
16:39So it's the combination of high volume
16:41with the most advanced technology,
16:43is what enables us to make the Model 3.
16:45And it's already operational today.
16:48So when our deliveries, well, they're next year.
16:59So I do feel fairly confident that it will be next year.
17:08Yeah.
17:14And then in terms of price, well, of course,
17:17it'll be $35,000.
17:24And I want to emphasize that even if you buy no options at all,
17:31this will still be an amazing car.
17:32You will not be able to buy a better car for $35,000
17:35or even close, even if you get no options.
17:38So it's a really good car, even with no options.
17:42So do you want to see the car?
17:44Yeah.
17:44Thank you.
17:45Thank you.
17:46Well, we don't have it for you tonight.
17:49I'm just kidding.
17:52It's April Fool somewhere.
17:57Alright, let's bring them out.
17:58This is kind of crazy, but I just learned,
20:50I just told that the total number of orders for the Model 3
20:54in the past 24 hours has now passed 115,000.
20:58So...
21:05So...
21:08So...
21:09So...
21:12So...
21:13Thank you, that's a lot, yeah.
21:16And that ordered the car, we love you.
21:26And for those of you that are here,
21:29please enjoy your rides tonight in the Model 3.
21:32And for those online, you can order at Tesla.com.
21:35Thank you.
Good evening everyone here and out there on the internet. My name is Franz Bonholtausen. I lead the design team here at Tesla and I'm excited To welcome you to the Tesla design studio here in Hawthorne, California We are here tonight to talk about model 3 But we wouldn't be here without years of intense drive and passion from the Tesla team and leadership on an unwavering mission Ladies and gentlemen, on behalf of all of my colleagues here at Tesla, it is my0:09
honor to welcome to the stage Mr. Elon Musk. Well welcome everyone, welcome everyone to the Model 3 unveil. We have an amazing product to show you tonight. I think you're gonna be blown away and but I want to start talking, just0:47
preface this by talking about why are we doing this? Why Tesla, why does Tesla Why are we making electric cars? Why does it matter? It's because it's very important to accelerate the transition to sustainable transport. It really, really, really is, this is really important for the future of the world. We have record high CO2 levels. We recently passed over 403 parts per million of CO2 in the atmosphere. You can see the chart and it looks1:27
looks like a vertical line, and it's still climbing. And the last time there was this level of carbon concentration was 11 million years ago. That was approximately when primates started walking upright. The world was very different. We do not want to return to that situation. And what that's here to increase results in is at steadily increasing temperature. So we've already increased by two degrees. In fact, that doesn't tell the whole story2:03
because the extremes of temperature increase by as much as 20 degrees. And that line is going to keep going for some time into the future. It's really important. It makes a difference if we accelerate the transition to sustainable transport. And beyond the global warming, there's just the fact that combustion cars emit toxic gases. And according to an MIT study, there are 53,000 deaths per year in the US alone from auto2:36
emissions. So it stands to reason that if a vehicle is spewing toxic gas, that's obviously bad for your health. And so to address this, what we came up with the test though was what we call the secret master plan. So this is the first blog that I ever wrote for the company. And it was originally a three-step, it's originally a trilogy.3:05
Now it's a four-part trilogy, so it turns out. But we needed to figure out how could we, as a tiny company, with very few resources, actually make a difference. And the only way to do this was to start small, to start with a low volume car, which is why we started with the Tesla Roadster. So with any new technology, it takes multiple iterations, and multiple iterations, and it takes economies of scale3:40
before you can make it great and affordable. So step one was the Roadster. The Roadster was high price and low volume. But what really made a difference was that it showed people, it showed the world, that you could make a compelling electric car. You could make a great electric car. What was unique about the Roast, it was the first really great electric car. And before the Roast, the people thought an electric car would be slow and ugly and low range,4:13
and have bad performance. And we had to break that mold. It was incredibly important to show that that wasn't true. And so we made the Roast, which is fast, It's beautiful. It's great, great performance. For those of you who bought the Roadster, thank you. And we only made 500 units a year because that's all we really could make for the Roadster. But it had a very leveraged effect. In fact, Bob Lutz, the former Vice President of GM, actually credits the Roadster with4:46
the Chevy Volt program, which then led to the Nissan LEAF program. And really, even though we were making very few cars, it actually had quite a huge leverage effect on the auto industry. But there was still a lot more to do. And a lot of people said, well, the road is nice, but it's sort of a toy, and it's very expensive. And you couldn't really make a car that people would use every day, or a car that could really compete against the great combustion sedans5:23
of the world. So with it, okay, we're going to make the Model S. So the Model S, any of you drive Model S? Thank you. So then you know it's a great sedan. It can seat up to the seven people, five adults and two kids.5:53
It's tested by rodent track and motor trend and others as the fastest border car in history ever. And it's got great handling, it's got great technology, it's got things like autopilot. And it really, it was rated by almost every group as the best car in its year. and by Consumer Reports as the best car ever. Yeah.6:30
Yeah. Again, the reason for that is not just to achieve some sort of quality of cars, but to show what an electric car can do. Because nobody believed that an electric car could do this. So what was really important was to show, the reason it was important was not to achieve awards or anything like that. It was just to show the car industry, show the world that an electric car really can be the best car. That's what really, really mattered.7:04
And now, for cars, about half the market once sedan, and about half the market once an SUV. So we thought, well, we'll extend the model as platform into the Model X. Woo! Now, both of these are very important because the revenue from the Model S and the X is what's needed to develop the Model 3. So the Model 3 with very high volume and all the engineering needed to achieve the cost reductions and the capabilities, it cost billions of dollars.7:35
So the S and the X are what pay for that Model 3 development. So I just want to say for all of you who have bought an S or an X, thank you for helping pay for the Model 3. So the Model 3 is happening because of you. And so we actually have an S and an X on the side there and has of course the Falcon wig doors, which did cause us some challenges. But now, Ellen working. So now, then going from the S and the X,8:12
we finally come to step three. The final step in the master plan, which is a mass market, affordable car. It was only possible to do that after going through the prior steps. But we're here and we're here to show that to you tonight. So I'm going to describe some of the aspects of the Model 3 and then, yeah, so let's move to8:55
describing. Let's show the master plan again. Okay, so that's the last plan with steps two and 2.5. And now going to the Model 3. First of all, I want to start off by saying the Model 3 is going to be an incredibly safe car. We really believe in Tesla that safety has to come first. We care about you, we want you to be safe, we want your friends and family to be safe, this is paramount. The Model 3 will not just be five-star on average, it will be five-star in every category.9:32
And even the base model 3 will do 0 to 60 miles an hour or 0 to 100 kilos an hour in less than 6 seconds. At Tesla we don't make slow cars. And of course there will be versions of the Model 3 that go much faster. And in terms of range, the range will be at least an EPA rating of 215 miles. I want to emphasize these are minimum numbers.10:11
We hope to exceed them. It will also, all Model 3s will come standard with autopilot hardware. Woo! And all autopilot safety features will be present in every car. You won't need to buy an option. The autopilot safety features will always be there. The Model 3 also fits five adults comfortably. That comfortably is the important part here.10:49
OK. But the challenge, obviously, with building a smaller car is how do you still make it comfortable with a bunch of people inside? So there are two important design steps we did with the Model 3 to achieve that. One was to move the instrument panel of the firewall. There really isn't a firewall. If you don't have a big combustion engine in front, we move the front seats forward and compress the the instrument panel.11:22
When you do your rides tonight, you'll see what I mean. You're sitting a little further forward. It actually feels great on the front seats. That's what gives you the leg room to have five adults. And so your first and second row have plenty of leg room. Then on the rear roof areas, actually one continuous pane of glass. And the reason that that's great is because it gives you amazing headroom and a feeling of openness.11:49
So it has, I think by far, the best feeling, the best roominess of any car in the size. Then in addition, it has, just like the model is that it has a front and rear trunks. So it has more cargo capacity than any gasoline car of the same external dimensions. And yeah. And you can actually, somebody asked question recently is can you fit a seven foot long surfboard on the inside? The answer is yes, you can. Then with respect to supercharging, all Model 3s12:16
will come with supercharging standard. So the reason supercharging is very important as many of you know, is that it gives you freedom of travel. Okay, it means you can conveniently go where you want, where you want, how you want, and a A lot about having a car is it's about freedom. It's about going where you want to go. And so the superchargers are critical to that. So we're now at the point where we've built out over 3,60013:02
superchargers worldwide. And about the same number of destination charges, that's present day. By the end of next year, we will double the number of superchargers and quadruple the number of destination charges. So you will be able to go virtually anywhere. And in fact, because the onboard charge of the Model S is able to adapt to any country's voltage and average,13:36
wherever you go in the world, if there's electricity, you can charge. So what about buying and servicing? So where we are today with Teslas, we've got 215 locations in Asia, North America, and Europe. And by the end of next year, we expect to more than double that to 441 locations. So the key point being, almost no matter where you are in North America, Europe and Eurasia,14:12
if you're in any even mid-sized metro area, you'll be able to buy a car and get your car serviced. So now how are we going to make these cars? Okay, good question. We need to achieve high volume production. So this is in two parts. First, there is the vehicle factory. So our Fremont factory in the past has actually made almost 500,000 cars a year. So we're confident that Tesla can achieve that number14:49
in the future in terms of vehicle production. So I think that's going to be, I wouldn't say straightforward, but very doable. And then what about batteries? Because in order to produce half million cars a year, we would actually need the same battery production. We basically need to absorb the entire world's lithium ion production. That's why we are building the Gigafactory. These are the recent pictures of the Gigafactory.15:21
This is a vital element. So to give you a sense of scale, the Gigafactory will actually have the largest footprint of any building, of any kind. Okay. Volumetrically, it will only be second to the Boeing factory in Washington. So this is really quite an enormous facility. In fact, it will produce more lithium-ion batteries than all other factories in the world combined. There's one location. So we're talking about 50 gigawatt hours a year of production.15:53
And it won't just be at that volume, it will also be producing the most advanced cell and battery in the world. So it's the combination of high volume with the most advanced technology, is what enables us to make the Model 3. And it's already operational today. So when our deliveries, well, they're next year. So I do feel fairly confident that it will be next year. Yeah.16:33
And then in terms of price, well, of course, it'll be $35,000. And I want to emphasize that even if you buy no options at all, this will still be an amazing car. You will not be able to buy a better car for $35,000 or even close, even if you get no options. So it's a really good car, even with no options. So do you want to see the car? Yeah. Thank you. Thank you.17:14
Well, we don't have it for you tonight. I'm just kidding. It's April Fool somewhere. Alright, let's bring them out. This is kind of crazy, but I just learned, I just told that the total number of orders for the Model 317:46
in the past 24 hours has now passed 115,000. So... So... So... So... So... Thank you, that's a lot, yeah. And that ordered the car, we love you. And for those of you that are here,20:54
please enjoy your rides tonight in the Model 3. And for those online, you can order at Tesla.com. Thank you.21:29
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