Over at VentureBeat Darryl Siry of electric car startup Tesla Motors offers up a piece on what it takes to invest in the nascent alt-car market. The piece is mainly geared towards VC investors, although certainly a worthwhile read for anyone:
There’s been a surge of interest in the field of alternative fuel
vehicles in the past year — the public reception to the Tesla Roadster
is indicative of a very large pent up demand for exciting alternatives
to the petroleum powered cars we all drive. The sheer size of the
market opportunity has drawn the attention of traditional automotive
OEMs as well as a growing number of startup companies. Investors of all
types are asking the same question – how can I participate in the
creation of value in this space?
While the acronym OEM (original equipment manufacturer) is sometimes used to describe companies like GM and Toyota (as above), it's rare. 'Automaker', 'manufacturer' and 'car maker' are much more common. OEM is basically a term used in the tech industry.
Another power-player-to-be in the auto space is Shai Agassi, the former SAP Wunderkind who recently launched his own alt-car startup. It doesn't have a name yet, but it does have $200 million. WSJ:
Mr. Agassi has no background in the auto or energy
industries. His Palo Alto, Calif.-based company has 10 employees and no
officially registered name. But he has an audacious idea -- some may
call it foolhardy -- to change they way electric cars are sold and
maintained.
Electric cars have two big limitations: They are
costly and need frequent recharges. Some auto makers are waiting for
technology to improve so that batteries are able to power cars for
longer distances -- say, 400 miles -- on a single charge. Mr. Agassi
thinks he has a more immediate solution, exploiting existing batteries
that are smaller and can go about 100 miles before recharging. His
company would try to get auto makers to build cars using such
batteries, making it easy to remove them from the cars. Then, instead
of making customers pay for the car and battery -- which drives up the
cost of electric cars -- charge them only for the car.
"The thinking has been, the battery is part of the car," Mr. Agassi says. "Actually the battery is like the new gasoline."
He says his company would buy and own the batteries.
It would charge consumers a monthly subscription fee to recharge the
batteries, and set up a network of charging sites and service centers,
akin to gas stations, that pull out depleted batteries and plug in new
ones to allow users to continue driving. The subscription rate would
depend on a few factors, including how much customers drive, but
overall, Mr. Agassi says he expects the cost of owning and operating a
car under his system to be less than that of gasoline-based cars.
I don't really have an opinion on whether it will work or not, though hats off for trying. Anyway, I thought it was amusing/telling that observers immediately repurposed the fashionable software term software as a service (SaaS) for this new venture. Vinnie Mirhchandani called it Batter-as-a-Service; Zoli Erdos called it car-as-a-service. Again, terms originating in tech creeping into the auto world.
This all reminded me of Larry Ribstein's observation about Tesla, from last year, that the real breakthrough isn't (necessarily) the technology, but in the company's organizational structure:
But here's the interesting part: the car was made possible by the
wonders of outsourcing. It's clear proof that we're no longer in the
days of Ford's fully integrated Rouge River plant. The Tesla's main
product-specific design features, apparently, apart from the intuition
that the thing was possible, are the body and the high-efficiency
brazed copper rotor. And the fundamental intuition or inspiration is
from Silicon Valley, not Detroit -- the car's promoter is Martin
Eberhard, the guy behind that blast from the past, the Rocket eBook.
The bottom line is that auto development is poised to follow the
computer industry model. Developments in laptop battery efficiency may
soon produce a 700 mile range and 160 mph top speed. Or maybe somebody
in Illinois will design a commercially viable corn car. Will we have a
Moore's law for cars?
My own particular interest is in organizational form. See, e.g., my Why Corporations? The
auto industry was the model for the large, integrated corporate form.
Tesla itself is a corporation, but look for the car company of the
future to be a loose affiliation of LLCs, perhaps even privately owned. (emphasis added)
The trend is pretty clear on this. Slowly, the language and institutions of the tech industry is creeping into the auto world. Don't be surprised if it turns into a roar, coming to dominate completely.