Tesla stirred up China's car policy blind spot

Tesla has made China's existing automotive industry policies and industry standards, systemic policy blind spots and industry standards gap, lack of matching and matching of the electric car industry management policies, industry standards requirements and subsidies details.

If the plan to enter China is going well, four months later, Elon Musk, the CEO of American electric car maker Tesla Motors, may be able to have a perfect Christmas.

On August 7, while handing in a beautiful financial report with a revenue of $405.1 million in the second quarter and allowing the stock price to soar by 14%, it also set a new record. At the same time, Musk again emphasized to reporters and analysts that “China will be a Unprecedented potential market for electric vehicles, he also optimistically expected that Tesla’s physical store to be built in Beijing is expected to open at the end of this year.

But this is probably still a distant dream.

Many people interviewed by the reporter believe that although Tesla is overwhelming in the United States, its road to China is not yet easy, and it will be difficult or over-imaginable in the future.

Policy blind area "threshold"

The policy difference between China and the United States is the biggest threshold for Tesla’s entry into China.

Tesla, born in Silicon Valley, has the genes of high-tech companies. Its vehicle development and system integration have completely subverted the traditional car development and manufacturing processes and the supporting models of the industrial chain. As soon as the products came out, they were exclaimed as electric cars in the industry. Industry's "Apple."

In terms of marketing model, Tesla is also as disruptive as "Apple." Since 2012, Tesla has directly opened 13 direct-operated stores in North America, and achieved about 5,000 direct sales per quarter. The Chevrolet Volt has sold about 4,000 cars in North America, while the Nissan Leaf (LEAF) has more than 3,000 electric cars. At the end of 2012, Elon Musk will further limit the number of Tesla's global direct-selling stores in 2013 to 25.

One of them is Tesla’s Beijing Experience Store, which is planned to be built at Qiaofufang Grassland Shopping Center, East Bridge, Chaoyang District, Beijing. As early as 2012, Tesla has set a total area of ​​nearly 800 square meters. . Until now, when the shop will open, there is still no timetable.

The reporter learned from the National Development and Reform Commission that the unfavorable model of Tesla's direct stores in the United States is directly opposed to China’s industrial policy and “has not been lobbying the Chinese ministries.

Specifically speaking, Tesla cannot engage in direct marketing in China according to China's "Automobile Brand Sales Management Implementation Measures." To promote its entry into the high-end electric vehicle market, Tesla must first register and establish a brand sales agency company (ie, a car) in China. The brand's general distributors, and obtained joint approvals from various ministries and commissions including the Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Science and Technology, the Ministry of Public Security, the Ministry of Commerce, and even the State Administration for Industry and Commerce, will be able to engage Tesla products in the Chinese market.

“As a result, Qiaofufang Meadow Shopping Center physical examination shop is now basically completed, but it can only be stagnant, because the approval of relevant ministries and commissions has not yet been obtained.” On August 9th, an anonymous person from the NDRC system revealed to reporters that it was In June, Tesla began to transfer applications submitted by the various ministries in China mentioned above to apply for the registration and establishment of Tesla China Sales Co., Ltd. “But this way, Tesla proposed to the relevant Chinese ministries and commissions. A series of difficult problems.".

The person said that due to the different policies in the automobile industry in China and the United States, Tesla is hardly a match for conventional vehicle manufacturers such as Volkswagen and General Motors, nor is it a modified car company with qualification for car modification. As a result, Tesla has not obtained the certificate of professional manufacturing qualification in the automotive field in China (required by the Chinese ministries and commissions for policy approval), and its development standards for electric vehicles do not conform to the Chinese standards (in fact, China has no relevant electric vehicle development. National standard and landmarks).

Therefore, if it is put into the Chinese market, China does not have matching and matching electric vehicle industry management policies, industry standard requirements and subsidies (in fact, the country has not yet introduced); refused to enter, but also suspected of violating the spirit of the WTO.

“How to adjust industrial policies and standards in the short term, it is imperative to study strategies for countermeasures, and it is making China’s many ministries afflict and suffer from difficulties.” Anonymous sources pointed out in the NDRC system. On August 1, industry expert Jia Xinguang pointed out to reporters: “The appearance of Tesla has turned out to be too hollow”, making China’s existing automotive industry policies and industry standards a systematic policy blind spot and industry standard blank.

Jia Xinguang also believes that before China's industrial policy adjustment, Elon Musk's China forecast is too optimistic.

Forced policy development

The above problems were already recognized by Tesla as early as the beginning of this year, and the communication and communication with the Chinese government and related application procedures were accelerated.

Under such circumstances, Elon Musk announced on August 7 that it would be possible to open the business by the end of 2013. Does this suggest that Tesla’s China policy is very important and may enjoy “special courtesies”? An anonymous source inside the NDRC pointed out that “the coordination of the ministries cannot be made so fast; also because the Tesla trademark has been registered in the country, only the ownership of the trademark competes for a problem, and it may delay its steps to enter China”.

“Elon Musk announced this point in time, its greatest significance is the formation of an overwhelming trend in China's electric vehicle industry and ministries and policies on several levels.” August 10, the National Association of Passenger Cars Executives Deputy Secretary-General Cui Dongshu pointed out in an interview with reporters. First of all, it is the most critical policy level.

Cui Dongshu believes that the arrival of Tesla has highlighted the "blindness and vacuum" of China's industrial policy. Therefore, Elon Musk’s “opening schedule” will force relevant ministries to speed up the introduction of “national standards” and “standards” for the Chinese electric vehicle industry that needs to be in line with international standards. For example, only as soon as possible to clarify the electric vehicle industry's financial subsidies principles and standards, to determine whether Tesla, like its own brand, also enjoy special subsidy for new energy vehicles in order to “connect with the latest situation in China and accelerate the development of domestic electric vehicle industry”. ".

Second, Cui Dongshu believes that Tesla’s move is also forcing local governments in China and must adjust the local auto industry’s management policies as soon as possible.

In his view, the activation of China's electric vehicle market also depends on the policy support measures of the local government. Take Beijing and Shandong as an example. If Beijing buys the first electric car privately, it clearly has to shake it. Private exchange of a second conventional car does not require a shake. Then, if the Beijing Municipal Government lacks further clarification of the Yaohao measure, will Tesla be able to drill this system to be "neutral?" In Shandong, there are already hundreds of thousands of low-speed electric vehicles with a speed of less than 80 mph. If Shandong can give Tesla a green light, does it mean that the huge low-speed electric vehicle market will soon be legalized?

Finally, the move will also force China's domestic auto companies to end their "sit and talk," and step up investment in R&D in the electric vehicle industry.

Jia Xinguang believes that Tesla's innovation model completely subverts the traditional understanding of the electric vehicle R&D path in China. "We cannot say that Tesla must have a future ahead of the joint venture between BYD and Mercedes-Benz. But Tesla's innovative model is indeed worthy of a thorough study by all domestic car companies."

Catfish effect

Unlike the confusion of the ministries and commissions, the reporter has learned from the front line of the market that the domestic electric vehicle leader led by BYD does not exclude Tesla's arrival and even treats it as positive.

On July 31, in an interview with reporters, the relevant person in charge of BYD Financial Department said that BYD insisted on starting with electric buses. SAIC and Chery focused on the new energy taxi market and the personal low-end electric vehicle market. These will be linked to Tesla. The formation of dislocation competition led to the "Tessla's arrival, and will not impact the development of the domestic electric vehicle industry. If Tesla sells, it will certainly force the domestic electric car industry chain to increase R & D investment, which is for the domestic electric car industry It is equally good to make progress."

"The most important thing is that we believe that the arrival of Tesla will help bring about the 'catfish effect' and take the lead in breaking the ice of the private consumer market of China's electric vehicles from the high-end private user level." The responsible person pointed out that the domestic electric car market In recent years, the development has been slow. BYD electric vehicles have only been able to "turn around" in Shenzhen. The most important reason is "local protectionism."

After Tesla enters China, it will cut into high-end segments of the private consumption market. Once sales are achieved, it will also be beneficial for the public to show what is an electric vehicle, so that consumers will have an intuitive feeling of the arrival of the electric car era. Improve the evaluation of electric vehicles and purchase expectations.

On August 11, the reporter learned that due to Tesla’s ultimate positioning in the Chinese market as a luxury item priced close to Ferrari, an anonymous source inside the NDRC pointed out that if this pricing is followed, Tesla’s potential for future subsidies from China Sex is “nearly minimal” and “this will also prevent the carp from becoming a shark, which is in line with the original spirit of domestic industrial policy”.