The Musk Way: From Tesla to Twitter
By Joey
You have to admit, Musk is the kind of guy who can’t sit still for a day without feeling uncomfortable. Just the other day, he changed his name and carried a sink to Twitter’s headquarters to sink in his new life as Chief Twit.
For many people, Musk is undoubtedly a model of successful entrepreneurship. From PayPal to Tesla, from SpaceX to Starlink, and now the successful acquisition of Twitter, he seems to be able to do everything. This has also made Musk an ideal idol for countless serial entrepreneurs.
Among them, Li Xiang, the ideal boss, is clearly an entrepreneur who seems very enthusiastic about following in Musk’s footsteps. In addition to working hard to create the best cars under 50 million RMB, he is also eager to give others a “lesson,” just like Musk did.
For example, is range extenders advanced or not, what coating should be used on cast iron, and which is better, the third row? This is the discussion between Li Xiang of the Ideal and Yang Xueliang of Zeekry while they are still seriously exploring the issue of whether three adults can sit in the third row of Zeekry 009. Even more interesting is that when they are still discussing this hot topic of the third row, Zhao Changjiang from DENZA, another MPV maker, has also joined in the discussion.
If in the past, bosses used to focus on industry trends, technological developments, and the topic of where artificial intelligence (AI) will ultimately lead. Nowadays, they have become engrossed in discussing which automaker makes the best third-row seat down to the minute details.
However, a more important question is, how important is the third row, really?
The third row is not as simple as it seems
Firstly, it must be said that installing a third row in a car does have its benefits. The standout point is that it expands the car’s functionality. This is especially true for MPV models, which are more popular in the United States, and are more able to cater to the needs of multi-child families, as well as providing a flexible, high-capacity load space. As for the issue of increased fuel consumption due to the larger, heavier vehicle body requiring greater power, it is not a problem in the United States where fuel prices are low.
For automakers, meeting these requirements can bring concrete benefits. It is clear that increasing the legroom of the third row seat is one of the best ways for car manufacturers to earn additional profits without investing too much extra money.
The reason is simple: Adding a third row does indeed enhance functionality and load capacity. However, if the car is also elongated in length and wheelbase and additional seat components are added, costs will definitely increase. Therefore, this statement that profits come from demands is right on point.
As a result, most of the Chinese automotive brands’ dreams for upgrading seven seats and increasing profits during the time when MPV was not yet popular in China were based on SUV models. Examples of such SUV models include the earlier Volkswagen Tiguan, the Chevrolet Captiva, the Toyota Highlander, and a host of products represented by these models.No matter the level or size of the SUV, it must have a third row. Whether it can seat people or just fit some bags doesn’t matter. What matters is whether it is present or not. This is the theoretical basis for Li Xiang’s skepticism of the rear space of the 009 of Zeekr. After all, when all cars are trying to add a third row, there is indeed the possibility of internal competition.
Of course, it is important to note that Li Xiang’s emphasis on the third row space does have some technical basis. Because in order to create high-quality third-row seat space, it does require some technical expertise, especially in the SUV sector.
While consumers, especially Chinese consumers, love spacious cars, not everyone can satisfy their desires.
On the one hand, each car has certain level restrictions. Even if the products are lengthened, the limit of a car’s level and size is still there. Forcing to break through this limit, not only will the competitors of other brands object, but even their own high-end products will also be disrupted.
Therefore, to dig out more potential in a limited space, we must optimize the space for legs, shoulders, and head to the maximum. Meanwhile, the side walls and ceiling should be as close to the metal plate as possible, and the plastic seat and backrest should be closer to the seat frame, in order to steal as much space as possible.The structure of the vehicle itself also affects the layout of the third row of seats. For example, the layout position underneath the third row of MPV models is usually the location of the rear suspension. Most independent suspensions have a large volume, plus some space reserved for the spare tire. When erecting and placing them vertically, the space that can be left for the third row of seats is limited by whether the trunk can have adequate space.
Therefore, if you want a comfortable third row, a better solution is to use non-independent suspension, a better spare tire location (or simply eliminate the spare tire), or a body size sufficient to offset these unfavorable factors. Of course, these are all models in the ideal state. Most of the time, how to find the optimal solution actually tests the design and overall manufacturing strength.
This is probably the reason why Ideality is very proud of the third row space of the ideal product. Of course, the flatter and less component-rich chassis structure in the era of electrification is also playing a big role.
Bosses’ “Internet Celebrity” Transformation
In the era of MPV, the debate over the third row is necessary, but behind this debate, another trend is also emerging-
Like Musk, who is always sinking, more and more bosses are now getting into a magical mindset, which is keen on building themselves into an “Internet celebrity”-type figure.
Of course, the road of “Internet celebrity” for bosses is not something that only started today. For example, in the era earlier than Musk, we already had entrepreneurs who became “Internet celebrities.” Among them, there are everyone’s “Lao Gan Ma,” Dong Mingzhu, who mastered core technologies, and Luo Yonghao, who has been struggling and can always raise money to keep going, an inheritor of craftsmanship spirit. They are all outstanding ancient Internet celebrity bosses.
In short, becoming an important label for a brand, even its external image, involves actively promoting controversial language, viewpoints, and even relying on betting and arguing with others to strengthen the brand’s presence and online influence. The most famous example of this is the “gambling” between Dong Mingzhu and Lei Jun, while the most innovative thought comes from Yu Chengdong. As for Li Xiang, I would like to call him the most stubbornly persistent.
This cannot be considered wrong. In the era of explosive knowledge and rapid development of automotive technology, it really needs more people to collide sparks of wisdom and figure out a definitive direction for the future. This is actually a positive interaction, which should be encouraged.
However, most of the time, the bosses’ celebrity status is also due to the large number of brands at present and the increasingly fragmented network information. Internet users are also paying attention to more things, making it difficult for enterprises without considerable brand accumulation to create noise in the market. Therefore, a wish closer to enthusiastic promotion, hoping to make the brand stand out and the product more noticeable, has prompted the process of boss celebrity status.
However, there is never an absolute leading third-row seat in this world, nor is there an absolute leading hybrid or range-extending technology. It is even harder to believe the “best” SUV under 5 million yuan. After all, it is said that Ideal Car is going to make an MPV, and Porsche is said to be launching a seven-seater Cayenne.Therefore, if you want to enter the MPV market, you still have to compete with others. Similarly, the Cayenne, which is also likely to be within 5 million yuan, needs to compete in the SUV market. Instead of always trying to make money, it is better to adjust the marketing strategy, make some friends first, and maybe you will really make money.
Don’t believe it? Look at Luo Yonghao.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.