Tesla vs. Clayton Christensen’s Idea of Tech Disruption

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Batteries Published on January 26th, 2019 | by Guest Contributor
Tesla vs. Clayton Christensen’s Idea of Tech DisruptionTwitterLinkedInFacebookJanuary 26th, 2019 by Guest Contributor
Originally published on EVANNEX.
By Charles Morris
The words “innovation” and “disruption” have been casually tossed around in the press so much that, like “awesome,” they’ve lost most of their meaning for the average reader. However, there’s a whole community of people who study these phenomena in minute detail, and Dr. Clayton Christensen is one of their prophets. Recently, a doctrinal difference between Christensen and Elon Musk has catalyzed a lively theological debate.
Two iconic figures in the realm of business disruption, Elon Musk and Dr. Clayton Christensen (Images: Wired UK / Nieman Reports)To simplify for the layman, Dr. Christensen is an exponent of “low-end disruption,” whereas Tesla is an object lesson in “high-end disruption,” the concept that innovation can begin at the high end of a market and later trickle down to the mainstream. In December, Elon Musk tweeted, “Clayton is wrong. New tech is always expensive. Tech disruption occurs at *high end*, eg computers & cell phones. It takes many iterations & vast economies of scale to achieve mass market affordability.”
Far from being offended, Dr. Christensen replied, “We’re all rooting for you!” and invited Musk to join him for a chat on innovation.
Jay Gerhart, a practitioner of disruptive innovation theory and “a huge fan of both of these brilliant men,” set out to reconcile their conflicting positions in an article published in Medium.
Apparently the current debate was sparked by an article in TechCrunch in which Chandrasekar Iyer of the Clayton Christensen Institute argued that Tesla’s entry into China represents a “sustaining innovation” (as opposed to a “disruptive innovation”), and that Tesla “will enter an established market to compete along existing measures of performance, like acceleration, style and luxury.”
Elon Musk argues that Christensen has it backwards when it comes to disruption in the tech sector. (Twitter: Elon Musk)As Gerhart points out, many have written about the phenomenon of high-end disruption, citing Uber, Tesla, Apple, Garmin, and Dyson as examples of transformative technologies and business models that started at the high end of the market and worked their way down. However, Shaye Roseman of the Harvard Business School recently argued that high-end disruption is “unlikely to occur,” because struggles for the high ground favor deep-pocketed incumbents, and it’s difficult to move down-market once you start at the top.
Much of the disagreement among these theologians may have more to do with terminology than with real-world results. As Gerhart puts it, “I find many debates these days to be framed a bit too black and white. Dr. Christensen’s theory has certainly sparked decades of debate since its introduction more than twenty years ago [and] the digital era has introduced new, complex dynamics.” In a 2015 article, Dr. Christensen argued that Tesla should be classified as a “sustaining innovation” rather than a “high-end disruption.” But could it be that the distinction is not so clear-cut? “Is it possible that under specific circumstances, a sustaining innovation could have characteristics that have a transformative impact on incumbents?” Gerhart asks.
Gerhart believes that the uniqueness of Tesla’s business model (and of its CEO) may enable it to have a transformative effect on the automotive industry while still fitting the definition of a sustaining innovation. He points out that Tesla’s highly integrated approach, which has many similarities to that of Apple, gives it a significant near-term advantage over incumbents that are struggling to manage the transition to electrification.
Will the legacy automakers rise to the challenge? Ford, VW and others are currently making the right noises, but it remains to be seen whether the promises in their press releases will lead to volume production of compelling electric vehicles. Gerhart suggests that automakers may need to set up separate divisions to compete effectively with Tesla.

Touching on an experience at BMW, Christensen discusses some of the disruption dilemmas facing companies (YouTube: Implement Consulting Group)
Regardless of which side you take in the sectarian schism in the religion of disruption, there’s one thing everyone can agree on: “This will be a fascinating market to watch over the next few years.”

About the AuthorGuest Contributor is many, many people. We publish a number of guest posts from experts in a large variety of fields. This is our contributor account for those special people. 😀

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Tesla Model Y To Share 76% Of Parts With Model 3, Be Built At Gigafactories

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Autonomous Vehicles Published on January 31st, 2019 | by Kyle Field
Tesla Model Y To Share 76% Of Parts With Model 3, Be Built At GigafactoriesTwitterLinkedInFacebookJanuary 31st, 2019 by Kyle Field
On its Q4 2018 earnings call last night, Tesla confirmed that the Model Y will be the first vehicle it will build at its Gigafactory 1 in Sparks, Nevada. In parallel, it plans to build the crossover (CUV) at its new Gigafactory 3 in Shanghai, China. The latter was shared previously and the former was long suspected. We actually got intel recently that the Model Y would be built at Gigafactory 1, but for some reason decided to not break the news. We do have other exclusive info coming about Gigafactory 1, though.
The Tesla automotive family. Image credit: Tesla
Shared DNAThe Model Y is expected to be received warmly and will have more demand than any of Tesla’s other vehicles, since customers across the world continue to move away from cars to crossovers. Tesla plans to build the Model Y off of the Model 3 platform, with the two sharing 76% of the same parts, according to Tesla CEO Elon Musk. This shared DNA between Model 3 and Model Y will allow Tesla to leverage even greater economies of scale in its supply chain and demand even lower prices from its suppliers, in addition to improving its downstream efficiencies with the supply of parts to its service centers and approved body shops.
Parts sharing was the premise for the design of Tesla’s full-sized Model S and Model X, but that promise did not play out as planned. Instead, Tesla pushed to include an ever-increasing list of new features in the Model X as it evolved into the “faberge egg” of cars, according to CEO Elon Musk. When all was said and done, the two vehicles only ended up sharing about 30% common parts. Elon shared on the Q4 2018 earnings call that the Model X is a work of art and that nothing like it will probably ever be made again.
The production design of the Model Y has been completed and parts orders are already going out to suppliers in advance of the official unveiling of the vehicle, which could be as early as March, if vague tweets from Elon are taken literally.
Cars From The GigafactoriesThe Model Y will be the first of Tesla’s vehicles that will be produced at Tesla’s Gigafactories, as Musk announced that the company plans to build the Model Y completely at its Gigafactory 1 in Sparks, Nevada. (The Model S, Model X, and Model 3 are produced at its factory in Fremont, California, with some parts coming from the Gigafactory.)
In parallel, the company will ramp up production at Gigafactory 3 in Shanghai, China, where Tesla plans to go from a muddy lot to cars rolling out the door in less than a year. Model 3 will be the first vehicle produced there, with Model Y following not long after in high volume in 2020, if all goes well.
The Tesla Fremont Factory. Image credit: Tesla
“Tesla has the first wholly owned manufacturing facility in China of any automotive company. This is profound,” Musk said. Tesla pulled the trigger on the location of the Shanghai Gigafactory within a few days of China removing the requirement to have local partners for manufacturing plants in the country. That gives Tesla full control over the factory and a leg up on its foreign automotive competition in the Chinese market.

Tesla shared on the earnings call that, thanks to government support and “extremely compelling interest rates,” Tesla expected to bring the new factory online in record time, and at a significantly lower cost. “As a ballpark figure, it’s probably about a half a billion dollars capex” to get Gigafactory 3 up and running at a 3,000 vehicle per week rate by the end of 2019.
Building batteries and cars from a single factory is not a new vision for Tesla, which makes the prospect of building cars effectively from raw material up through the finished product at a single factory that much more exciting. Clearly tons of materials and parts still need to be shipped in, but minimizing non-value add transportation and logistics expenses helps Tesla to optimize its cost picture and, ultimately, keep the price of its products as low as possible for as many customers as possible.
Have a read of our live blog summary of the Tesla Q4 2018 call (and letter) or head over to Tesla’s Investor Relations site to read Tesla’s Q4 2018 earnings letter and listen to the webcast recording for more juicy details from an exciting quarter for Tesla.

About the AuthorKyle Field I'm a tech geek passionately in search of actionable ways to reduce the negative impact my life has on the planet, save money and reduce stress. Live intentionally, make conscious decisions, love more, act responsibly, play. The more you know, the less you need. TSLA investor. Tesla referral code: http://ts.la/kyle623

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facelifted Proton IrizREAD MORE

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LADA – new dealership in S.Petersburg

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01.02.19
LADA – new dealership in S.Petersburg

January, 31, the grand opening of the motor show LADA-CENTER Pulkovo was held in SpB, which begins its work after a complete rebranding in accordance with the modern requirements of the visual identification of LADA.
The new car center has an extensive showroom with an area of 604 square meters, which allows to showcase the full LADA model range. In service shops with an area of 566 sq.m there are 14 working stations providing warranty and post-warranty service of cars. Clients of LADA-CENTER Pulkovo are offered free coffee, Wi-Fi, in the showrooms there is a children`s area and a comfortable waiting area.
LADA-CENTER Pulkovo, as well as working in SpB LADA-CENTER South-West and LADA-Center Ozerki, are a part of Kazakhstan holding BIPEK AUTO – ASIA AUTO. In 2018, a group of dealers of LADA-CENTER sold in St. Petersburg 5.8 K of LADA cars (+33% vs the figure of 2017), it made 34.2% of overall sales of LADA on the market of the city.
It is to remind that currently 150 Russian dealerships of LADA out of 288 were fully rebranded and meet the new standards of the Brand. The changes affected all spheres: from the appearance of showrooms and organization of service areas to new standards of service quality and interaction with car owners. The corporate design of LADA plays an important role in creating of the Brand image, affects its recognition and builds a strong emotional connection with customers.
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01.02.19
LADA – new dealership in S.Petersburg

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30.01.19
LADA Vesta Sport – sales start

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21.01.19
PJSC AVTOVAZ announces the signature of a Special Investment contract

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19.12.18
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07.12.18
LADA – new conditions to purchase XRAY Cross and Vesta SW

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