Quick question for a busy Monday - which auto maker have you seen the most reporting and commentary about in the last few years?
Maybe General Motors - the largest US auto maker and who has been in the news plenty in recent years, mostly for a slew of recalls.
Or possibly one of the major Japanese or Korean manufacturers like Toyoata or Hyundai that seem to be continually closing the gap in US market share from the traditional leaders, GM and Ford.
No, I bet the auto maker you have read and heard the most about lately is the electric car maker Tesla, who for lots of reasons, (innovative products, charismatic leadership of Elon Musk, and interest in modern and ever cloud-based technology for cars), has garnered insane amounts of press and media coverage.
So here is another question for you, and the subject of today's Chart of the Day - How much market share does Tesla actually have in the USA? Take a look at the chart below, courtesy of The Truth About Cars, then some quick comment from me. And as always, comments remain FREE.
1. So according to the chart for the first half of 2015 Tesla's USA market share is, well, we don't know what it is because on this chart Tesla does not actually register. They must be included in the 1.9% of 'Other'.
2. According to a similar data set over at Autonews.com, we see that for the first 6 months of 2015, Tesla sold about 10,200 cars in the US out of a total market of approximately 8.5 million vehicles. So if my math is right, that puts Tesla's US market share for the first half of 2015 at 0.12%. That's a little bit more than a tenth of a percent. Other makers in the same general space in the market as Tesla include Maserati, Bentley, and SmartUSA.
3. Here is why this is interesting to me, and where I think that there are some parallels to what we see in any technology market. There is a completely outsized focus on Tesla relative to their actual position in the market and one could argue, the market value of their business, when placing it in context. The pundits and the media, even what passes for the HR/Talent media, love, love, love to focus on the 'new' story, often at the expense of the most relatable story for their audiences. Chances are you have seen 1,493 stories about Tesla in the first 6 months of the year. Chances are also pretty good you don't know anyone that actually owns a Tesla.
4. It is awesome in HR and Talent to think about what is next, what is likely to dominate how organizations are organized, how people are engaged, how workplaces will function in the future, but the truth is the vast majority of us, (and our leaders), have to think about the next 6 months of 2015, not what the world of work will look like a decade from now. It is important to think about this when reading about HR's version of Tesla, which of course is Zappos, and whatever new experiments they are running over there.
5. Tesla probably is the most disruptive and innovative auto maker in the world, but the truth is the real impact of their disruptions won't be seen until they truly can deliver sufficient volumes of more mass-market cars, (Tesla's are $100K or so, high-end luxury cars today), and/or the big boys like GM or Toyota decide to try and compete more directly in this segment. It is the same in HR whether it is Holacracy or 'no resume recruiting' or 'no more performance reviews'. It takes a long time in mature industries for these disruptions to move past 'niche' and into the mainstream. Your challenge as an HR/Talent pro is to know when to move with the Teslas and Zappos of the world and when to lay back and lease the newest Camry.
Have a great week!