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¿Por qué Tesla está en la cima de su categoría?

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El mes pasado Tesla logró superar a Toyota como la marca automotriz más valiosa en el mundo. Un caso que me pareció muy similar a la historia de Airbnb superando el valor de la cadena más grande de hoteles (Marriott) en unos 8 años de existencia. En un artículo anterior hablamos de este fenómeno de las Startups con crecimientos enormes sin limitaciones de activos físicos.

En el caso de Airbnb tenemos claro que la forma de hacer negocio es muy diferente a la de cualquier cadena hotelera. Sin embargo, con Tesla surgen las preguntas: ¿cómo logra tener tal crecimiento si el modelo de negocio es igual a la de cualquier automotriz? ¿cómo logró en 17 años desbancar a Toyota que tiene más de 80 años en el mercado? ¿será una moda por ser sustentables?

¿Cuál es el secreto?

Más que un secreto, es una confusión. Claramente todos identificamos a Tesla como una marca de autos 100% eléctricos, sustentables, verdes y lo que tú quieras. Aunque la realidad es que el hecho de que sean eléctricos no los hacen sustentables, si la energía eléctrica con la que se carga el auto es generada por carbón realmente es la misma cosa. Pero esta ilusión de ecología es otro tema.

Ya varias empresas como Nissan, BMW, Toyota, Chevrolet o Audi han sacado sus autos 100% eléctricos. Sin embargo, no logran tener el mismo punch que un Tesla. ¿Por qué? Yo en parte creía que es porque Elon Musk es extremadamente escandaloso con sus innovaciones salvajes y emprendimientos tipo Tony Stark.

Pero no. Independientemente de que Musk sea una persona que llame mucho la atención, lo que realmente hace que Tesla sea lo que es, es que la tecnología está en el núcleo del negocio.

Tesla es una empresa que prioriza la tecnología sobre todas las cosas. Tienen software en el centro de sus autos, algo que ninguna otra empresa ha logrado. Lo que las empresas automotrices han denominado como tecnología en las últimas décadas es lo que vemos en los autos hoy en día. Desde los frenos ABS hasta los elevadores eléctricos de las ventanas. Sin embargo es tecnología “por partes” y como elementos adicionales del auto.

Nosotros estamos acostumbrados a ver el interior de los autos así:

Mientras que el interior de un Tesla es así:

Es una diferencia abismal entre ambos autos. En el caso del BMW hasta comienza a parecer una cabina de avión con mil botones, mientras que en el Tesla es una pantalla y ya está. Más allá de la tendencia de moda minimalista, es una cuestión de que todo el auto está integrado en esa pantallota.

A esto es a lo que me refiero como una tecnología “por partes”. Es a lo que estamos acostumbrados a ver en los autos, por más lujosos que sean. El aire acondicionado y el sistema de entretenimiento son elementos independientes. El GPS del auto trabaja para sí mismo. Las velocidades solamente están trabajando con el motor. A lo mucho los niveles del auto están conectados con una consola para prender focos en el tablero, que no sabemos qué significan, y a veces los focos se prenden nomás porque sí.

A comparación de Tesla, que todo está integrado en esa pantallota. Cada elemento, por insignificante que parezca, está conectado a un sistema central. Es posible manipular prácticamente todo desde esa pantalla porque todo está conectado. Son autos inteligentes que, por ejemplo, pueden saber si llevas las ventanas abajo mientras tienes el aire acondicionado prendido, y así puedan optimizar el uso de energía. Por esta razón, cuando salió el piloto automático los dueños de un Tesla sólo tuvieron que descargar una actualización por WiFi y ya estuvo.

Para que el piloto automático funcione de maravilla todo el auto debe ser como una persona. Aunque suene tonta la analogía, es como los humanos, nosotros tenemos todas nuestras partes integradas en un sistema central. Desde la uña del dedo meñique hasta los ojos, todo el control que tenemos es porque estamos conectados. Lo mismo ha logrado hacer Tesla con sus autos, y por eso están creciendo a lo bruto. La característica de ser eléctricos es sólo una dentro de muchas que hacen al auto ideal.

¿Qué nos deja todo esto?

Probablemente después de leer esto no es como que uno vaya a romper el cochinito para comprar un Tesla. Sin embargo, nos muestra una realidad que a veces no es tan obvia. Que la tecnología puede hacer crecer cualquier negocio sin importar la industria.

Anteriormente habíamos hablado de empresas como Airbnb, Uber y TikTok. Que claramente son empresas de tecnología y por lo tanto el núcleo de su negocio está ahí. Pero esta vez Tesla da cátedra de cómo se puede crecer con tecnología e innovación disruptiva en una industria tradicional.

Justamente en el episodio 19 del podcast hablamos con el CEO de la paquetería “99 minutos” quien cuenta un poco cómo la tecnología fue clave para su desarrollo. Te recomiendo mucho escucharlo si es que aún no lo has hecho.

Independientemente del giro o industria del negocio, si uno logra hacer que las empresas funcionen como personas (con sistemas integrados) con tecnología, los resultados se verán reflejados como una ventaja competitiva casi inigualable.

 

Aprendiendo del error de #MomImInAcapulco

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