COULD A 'TESLA' BE ABOUT TO EAT THE OEMS' ELECTRIC LUNCH

摘要

With electrification (along with digitalisation and autonomy) all set to change the construction equipment sector, could the industry's established original equipment manufacturers (OEMs) be wrongfooted by a new market entrant? Industry thinkers Alan Berger and Carl-Gustaf Goransson say there is a possible scenario where such a newcomer could disrupt the incumbents. Berger and Goransson (who have both held senior roles at Volvo CE and CNH Industrial), comment: "In 2008 no one saw Tesla Motors as much other than a niche electric sports car company. Certainly not other car companies - in 2009 Tesla only made 147 cars. Fast-forward 12 years and Tesla is making 500,000 cars a year and is valued higher than the top six car manufacturers combined."