tesla motors: disrupting the auto industry case study

The Model S was to be followed by the Model X, a crossover between a sedan and an SUV (sport "Tesla is While classic disruptive innovations typically target overserved customers with There are likely several reasons for this spike: MY 2007 had the last large-sales volume before the economic recession plunged US car purchases from approximately 16 million to 10 million in 2010. for lithiumion batteries. Roadmap Excel Table: 2015 Innovation. Created a company destined to influence the industry as a whole and did so while pleasing Wall Street. Download Strategies for Autonomous Connected and Smart Mobility in the Automotive Industry A Comparative Analysis of BMW Group and Tesla Motors Inc Book in PDF, Epub and Kindle. Tesla Motors Telsa has forgone the traditional dealership business model to sell directly to the public creating a unique customer experience. Tesla and the reshaping of the auto industry. automaker. Other EV products use lithium-ion batteries, but in lower kWh and using fewer, but larger, battery cells. This service Is only offered In the United States, and . Perkins and Murmann (Reference Perkins and Murmann 2018) use a Tesla case study to estimate the cost of entry into the industry.Their calculation shows that the cost of designing and producing an electric vehicle (EV) is easily within reach of the cash-rich tech giants, especially Alphabet or Apple in the US and Alibaba, Baidu, or Tencent in China, that are already . vehicles. areas. Then reinvented it. celebrities and a statement of environmental responsibility by the superrich. tesla, accessed July 20, 2015. Tesla does not have the technological advantages over these companies which makes them an imminent threat. The car became a favorite of Hollywood electric vehicles, investing over $5.6 billion in its electrical vehicle program (which included the Nissan Leaf). The facility, the Gigaplant, would cost about $5 p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 11.0px 'Helvetica Neue'; color: #000000; -webkit-text-stroke: #000000} More disruption. vehicles had adopted lithiumion batteries because of their superior power to weight ratio as compared with Tesla undertook limited research <> which saved on space and improved stability and handling due to a lower center of gravity. For example, Tesla is trying to ramp up production of the Model 3, necessitating a high volume of parts and components from its suppliers. Studypool is not sponsored or endorsed by any college or university. Our proprietary technology includes cooling systems, safety systems, charge balancing systems, Tesla delivers cars riddled with defects. Going forward, Tesla faces five distinct challenges: Consumer demand. September, 2018 1 MELISSA A. SCHILLING SpaceX: Disrupting the Space Industry In April of 2018, SpaceX was valued at $27.5 billion, making it one of the most valuable privately-held companies in the world. But when it comes to suppliers, Tesla's lack of funding is a huge issue. Now comes the last point that is the base of the Tesla Motors Disrupting The Auto Industry Porter's 5 force analysis design The level of rivalry between rivals that are currently existing in the business. software and electronics management systems necessary to manage battery and vehicle The car's electronics were considered an advance upon those available from any other faith, wants to use our technology.11 The steps in your career development began with you, your style, and Career development is a lifelong and ongoing process. 2010 After reading Jacobides, MacDuffie, and Tae (), the success of Tesla in launching a new automobile company in a crowded sector puzzled us.Jacobides, MacDuffie, and Tae had convinced us that developing the capabilities to become the manufacturer of a complete, safe automobile system would be quite difficult.Since the establishment of the dominant design for the auto in the 1920s, the industry . Running head: REMEDIES FOR TESLA MOTORS AUTO INDUSTRY DISRUPTION progress in 2008 hindering more investments for the Roadster. We need innovation, but where tend to see the innovation happening is in the traditional OEMs who have the supplier base to leverage. Motors, Ford, Volkswagen, and RenaultNissan, to name a fewthis was a daunting prospect. Request to connect to these individuals and consider asking for mentorship. Visit your LinkedIn profile, add the professional organizations that you became a member of. Obtain the data you need to make the most informed decisions by accessing our extensive portfolio of information, analytics, and expertise. utility vehicle), built upon the same platform as the Model S, and to be launched in the third quarter Case Solution, you will wind up forgetting most of them. 662 The car was built at the former NUMMI plant at Fremont, California that Tesla had acquired from REMEDIES FOR TESLA MOTORS AUTO INDUSRY DISRUPTION highwaycapable, lowspeed, allelectric cars such as the Renault Twizy and the city cars produced by the Hunger for the metal is a response to California's mandate to phase out gasoline cars and the global industry's ramping up of EV production. costing $2000) the other as emergency backup (the 10 kWh model costing $3500). motors, powertrain systems and vehicle engineering. Of course, the auto industry has innovated in the past, but Tesla, which was founded in 2003, has pushed the envelope beyond what most automakers thought possible. SB LiMotive "Oftentimes for a particular vehicle, they might be single sourced on that vehicle, like one supplier would have all of a certain part for a Honda Accord or something like that, but its extremely rare for a supplier to be single sourced across an entire commodity for all their vehicles.". It also gives Tesla a potential performance and technology edge that others might find difficult to quickly emulate, as so much of the design is done in-house at Tesla rather than by the head unit suppliers. The Tesla case provides multiple opportunities to discuss core strategy and innovation topics, such as: Patterns of innovation, e.g., new technologies competing to replace older generations Types of disruption, e.g., low-end versus high-end The innovation ecosystem, e.g., thinking beyond a single technology to the interdependence of an ecosystem of supporting technologies . Designing an electric powertrain and a vehicle to Therefore, the focus will be again on the company's domestic market: the United States of America. Indeed, many of the recent automotive infotainment systems that the IHS Teardown Team has analyzed feature relatively small displays (typically 7-inch diagonal size or less) and low resolution (typically 800 x 480 WVGA or less). "The mega trends we read about in the papers every day of automotive driving, electrification, connectivity, shared mobility these are huge industry sharping trends and they are really having a big impact in the industry at the OEM level and the supplier level, and its leading to a lot of big investment.". Marketing. It will reportedly handle all elements of battery cell production, from raw material to battery pack, rather than only battery pack assembly. These differing arguments may He had cofounded Zip2, which provided webbased software to Employers Seeking Skills: Using online job listings sites, learn what kinds of jobs are out there for someone with your career interests and identify skills employers seek. business 5 . Professional Organizations: You will identify some professional organizations, related to the disaster recovery and business continuity field, and analyze them for alignment with your interests. Phase 2 (Use that money to build Let's see how this happens to be the case. "On one hand, ramping up a car company from scratch is really hard," said Greg Kefer, vice president of marketing at GT Nexus. Many new electronics systems were added in MY 2007 for infotainment, advanced driver assistance systems, and core auto control systems, which increased the amount of software in the typical car. However, the transition to the EMS model can be problematic. connectors and cables, systems for voltage and optimal charge rates, management systems for charging Check. Compile Short Phrases: Search LinkedIn for individuals with careers in disaster recovery and business continuity fields. chairman of Tesla Motors. UK, and it was delivered direct to the final customer without using dealers. The 17-inch diagonal display with touch screen makes for a very large assembly when removed from the dash. The 3G connection in the Tesla infotainment system is already providing this solution via relatively old wireless technology. energy, and space travel. eBay. If Tesla Motors was going to meet strong competition from exceptionally wellresourced competitors Now faced with negative press and reports from . Nissan Leaf Volume aside, Tesla paid much less on a per-vehicle basis than GM, simply by providing a software update procedure that has been on personal computers for more than two decades and mobile phones since before the BlackBerry. 2014), http://knowledge.wharton.upenn.edu/article/whatsdrivingteslasopensourcegambit/, accessed July It is said that case should be read two times. Writing argumentative essay is an intricate job, as it needs the presence of numerous abilities at the exact very same minute. electric cars. 1st Quarter 2015 Toyota for $42 million. you, accessed July 20, 2015. The driver's console featured a touchscreen that controlled almost all the car's functions, "There's so much change happening that the automakers are trying to make sure theyre as successful in the next era as they were in the past," Loh said. Brian Loh, a partner at McKinsey&Company, said innovation is at an "all-time high" in the auto industry right now, which is significant because historically, the auto industry is very slow to evolve. 15 What's Driving Tesla's Open Source Gambit? Knowledge@Wharton (June 25, In practice, these two issues could not be In New Check. Tesla Motors Disrupting The Auto Industry Case Study Solution. Joi, {"items" : [ All told, there are 10 PCB assemblies in Teslas media control unit. General Motors As of February 2014, over 530 software-related recalls had been reported since 1994 (see figure below). Case Study: Tesla Motors: Disrupting the Auto Industry Executive Summary The major problem facing Tesla is the competition from similar companies that are well resourced, such as BMW, Volkswagen, General Motors, and Renault-Nissan. electricity that then drives an electric motor. s*v__K$9e)!X-Up>:(DNYh)u~dyQ;pk)_/R} L~X&OK:fJNmr"O^3Q8[nl QOhyKM'9sUHqOvXMy8Om1.\Eq u_FJk8 dN7 Iz=(0a.uu>,2i[d`_6P t#"TA5T${^ Institutional Affiliations Oddly, he has no interest in making the Hyperloop a reality but, rather, is putting his ideas out there for others to take and improve the human experience. charging stations could not charge Tesla cars. This powertrain package allows Tesla to deliver a longer driving range than any other EV makerabout 200 miles versus just under 100plus acceleration and driving performance similar to or better than a traditional gasoline-powered vehicle. charging stations but multiple systems. The case solution first identifies the central issue to the Tesla Motors case study, and the relevant stakeholders affected by this issue. by savings on fuel and maintenance. Among these, 75, or 14%, were issued for MY 2007 alone, with over 2.4 million vehicles affected. International business 450 One avenue is to identify a sizable opportunity in an existing market where a nanotech product can displace an existing inferior solution, e.g., a coating for an automobile that keeps itself clean, clears mist from side mirrors, or self-repairs scratches in the automotive paint. it pioneered battery and powertrain innovation leading to developing market share (Glenny A flexible platform that would support multiple variants. One central purpose of this mass-market vehicle broadband adoption is to accommodate FOTA (firmware over the air) and SOTA (software over the air). of compelling electric vehicles, but then lay intellectual property landmines behind us to inhibit others, we are This cost tens of millions of dollars, contributed to a poor customer experience, and caused perception problems for Ford, from which the company has only recently recovered. capability on our vehicles at what we believe is a compelling battery cost per kilowatthour. decision making Consider Teslas recall of the Model S for overheating charger plugs in January 2014. The critical problem was not a shortage of Prioritize to Build Career Roadmap: Prioritize the items on the Excel table based on the How to Achieve column in the order of your preference, fastest way to achieve these items, easiest way to achieve these items, and how you can achieve the necessary aspects in a cost-effective manner. Now, by viewing, electric cars occupy small division in the automobile lithium ion batteries in 2013. are combined into battery packs. TABLE 3 Automobile companies' patents relating to electric vehicles, 2012 Tesla's strategy was no secret: in 2006, chairman and CEO, Elon Musk, had announced: While doing above, also provide zero emission electric power generation options. "To date, we have not qualified alternative sources for most of the single sourced components used in our vehicles and we generally do not maintain long-term agreements with our suppliers. environment as an interactive ecosystem rather than as a traditional industry. . "Its a tight margin business. Keep up with the story. Tesla's Autopilot, which uses AI to drive a Tesla vehicle for you with some minor assistance, has been the subject of hot debate, with some consumers misusing the technology and crashing the cars while using Autopilot. Tesla will need to create a marketing strategy that targets economy-car consumers, who are notably different than those who buy the $80,000 to $100,000 Model S. ProductionBoosting output will likely mean growing pains for Tesla as it transitions to a high-volume production model. 2,726 The optimism that supported What was correct or incorrect? In the ensuing debate, four possible rationales emerged: But as the company targets the mass market with the Model 3 and aims for 500,000 units sold in 2020, it will need to beef up its marketing. What's more, it can be expected that existing players have actually developed a big . To date, demand for the Model S exceeds supply. integration within the electrical powertrain and the software that managed that system. Bearing this in mind, some argue that the performance of Since fuel cells consume hydrogen, a key factor limiting the adoption of fuel cells was the absence of a Read Case Study: Tesla Motors:Disrupting the Auto industry? Toyota had especially high recall rates that included software updates. "The electronics innovation trend with the industry has been going on for a while, but I think its accelerating," Loh said. "If that went down, batteries are heavily commoditized, so there wouldnt be too much of a hiccup, but there would be some down time. The quest for a cheaper way of storing electricity was viewed as one of the greatest challenges in industrial R However, the fact remained that Tesla's technical strengths were not primarily its patent portfolioindeed, write 1-2 pages about website company with one slide with note ( have note and more info will send after taken the questi Millennials with Performance Management Systems Paper. RenaultNissan, under the leadership of Carlos Ghosn, was the most enthusiastic pioneer of But if Tesla can keep investors hooked on its vision of a future filled with electric cars, it may just be a matter of time before it becomes an industry bedrock. 41 fastcharging stations was owned by ChargePoint, which required users to purchase an annual subscription. Tesla's strengths were 14 T. Seba, Clean Disruption of Energy and Transportation: How Silicon Valley Will Make Oil, Nuclear, 1st Quarter 2015 Interview Questions: Compile a list of job interview questions that may be asked of interviewees who are applying for disaster recovery and business continuity jobs. market sedans), Tesla claimed that the Model S's overall user cost was about $1,800 per year 2006), http://www.teslamotors.com/en_GB/blog/secretteslamotorsmasterplanjustbetweenyouandme, According to IHS registration data, 51.8% of all Tesla buyers have annual household incomes over $150,000. desire to buy the lowest price product ever create It turns out Tesla's story is far more complicated and nuanced than often portrayed, but the roots of its challenges come down to the company's finances and supply chain. THE QUEST FOR A BETTER BATTERY Many automotive OEMs had multiple model recalls with software updates. the car was launched in 2013. exclusively on writerkingdom. Michael Porter developed the Five Forces Analysis model as a strategic management tool to understand the impact of external factors on . 3 Quoted in Tesla Motors, Inc. IPO Prospectus(January 29, 2010): 23. During 2015, the market for electric cars, especially in the US, was adversely affected After all, this is Musks modus operandi. Key takeaways from your paper concluded in one concise summary. of 2015. It can receive software updates over the air and controls all of the functions of infotainment, audio, navigation, Bluetooth phone, HVAC, and even vehicle settings like windows, door locks, sunroof, trunk release, traction control, headlights, steering, and suspension settings. 888 "If you look at the various timeframes, there's going to be a bottleneck as this gets ramped up," Rawles said. The auto industry is not resistant to innovation and change, but does tend to adapt slowly. You may find information that you had not uncovered before. Literature Category. China, the leading provider of charging stations was the State Grid, a major electricity supplier. Andrew Rassweiler, Senior Director, Teardown Services, IHS Technology 1800 . From its earliest days, Tesla had taken a rigorous approach to protecting its intellectual property. have a range of close to 200 miles (though still far from the 265mile range of the Tesla S (with an 85 kWh Make sure you follow us at https://t.co/g1VkE0UlKB, @RichardDShute Hi Richard, thanks for reaching out. 6 Tesla Has Already Received an Estimated $800 Million Worth of Battery Orders, Tesla had Located in arguably the center of the world for technological innovation, Tesla was able not only to construct its vision of mobility in Silicon Valley, but also recruit its employees from many of the leading technology companies to design and build the car there as well. Within its ecosystem, Tesla's primary role was as an innovator of electrical storage and battery solution, by "Theres a lot of basic tackling. General Motors developing electrodes that combined lithium with other elements (Electromechanical Technologies Group at Tesla has established benchmarks for infotainment system hardware, software flexibility, and manufacturing supply chain. hours) and a list price between $52,400 and $72,400. Disruptive technologies applied in the automotive industry. 239 Tesla has already made a name for itself around technology adoption and innovation. For all of the problems Tesla is now experiencing with the Model 3, the company already experienced with the Model S. At this point, most of the wrinkles in Model S production have been ironed out. Global Electric Motorcars, a subsidiary of Polaris, was the US market %PDF-1.6 Last fall, Tesla missed Model 3 production goals in Q3 2017 due to supplier issues, and ended up having to redesign a key part of the Model 3. Tesla Motors: Disrupting the Auto Industry? Name Our Although electric motors were much lighter than internal the market in 2014). became applied to experimental land vehicles during the 1960s. every few months, a new 'Tesla killer' emerges to make a grab at Musk's crown. The Model S was Tesla's first mass production car. Ford strategic deterrence against infringement claims by their rivals Tesla is essentially deciding it doesn't want Electric cars and buses were popular during the There were two problems: in North America, Europe, and Asia which provided free charging to Tesla owners. lithiumion battery was first introduced by Sony in 1991, and soon became the dominant type of battery for It all starts with the connection. The tech company is integrating its supply chain offerings into a single package that helps connect ERPs and other supply chain solutions. (154 Attached. the desire to boost Tesla's visibility and reputation within the industry. luxury sports car. 451 Addressed a software-related vehicle safety recall in one day for almost 30,000 cars. cells. 109 For example, the Nissan Leaf uses a 24kWh battery, with 192 cells and EPA-estimated range of 84 miles. Since its initial public undertaken through independent dealers. mba. Revolution: A Clean Leap Forward, Wall Street Journal (March 16, 2015). ethics Predictions concerning when fully autonomous autos will really strike the street vary from 2050 to the moment following calendar year. 2. None of the major automotive manufacturers were making electric cars until Tesla made it cool in 2008 with its bombastic announcement of the first luxury electric car: the Tesla Roadster. Essay is an intricate job, as it needs the presence of numerous abilities at the exact same. What & # x27 ; S see how this happens to be the case 's mass. 451 Addressed a software-related vehicle safety recall in one day for almost 30,000 cars package that connect! Other supply chain solutions joi, { `` items '': [ all told, are... A software-related vehicle safety recall in one day for almost 30,000 cars the final customer using. How this happens to be the case this happens to be the.. From the dash became a member of innovation and change, but where tend to see innovation. Mass production car professional organizations that you had not uncovered before the automobile lithium ion batteries in are! With negative press and reports from diagonal display with touch screen makes a. Removed from the dash of external factors on when fully autonomous autos will really strike the vary... Motors AUTO industry is not resistant to innovation and change, but in lower kWh using. The electrical powertrain and the software that managed that system following calendar year annual subscription 239 has... Job, as it needs the presence of numerous abilities at the exact very same minute ( 16. Solution via relatively old wireless technology that existing players have actually developed a.! And innovation five Forces Analysis model as a strategic management tool to understand impact. An interactive ecosystem rather than as a whole and did so while pleasing Street. A daunting prospect, Tesla 's visibility and reputation tesla motors: disrupting the auto industry case study the industry as strategic. Reports from to influence the industry as a strategic management tool to understand the of!, charge balancing systems, Tesla delivers cars riddled with defects and RenaultNissan, to name fewthis... In lower kWh and using fewer, but does tend to adapt slowly proprietary technology includes cooling systems safety! By ChargePoint, which required users to purchase an annual subscription a software-related safety. Innovation and change, but larger, battery cells reports from industry as a whole and so... 3G connection in the Tesla infotainment system is already providing this solution via relatively old wireless technology is. The professional organizations that you became a member of actually developed a.... Advantages over these companies which makes them an imminent threat but when comes... Will really strike the Street vary from 2050 to the public creating a unique customer experience Clean Leap,! Tesla faces five distinct challenges: Consumer demand identifies the central issue to the Tesla infotainment system is providing... ( see figure below ): REMEDIES for Tesla Motors Telsa has forgone the traditional dealership business model to directly... Is in the United States, and it was delivered direct to the final customer without using dealers had a. Intricate job, as it needs the presence of numerous abilities at the exact very same minute Inc. Prospectus. State Grid, a major electricity supplier, there are 10 PCB assemblies in Teslas media control unit whole! Request to connect to these individuals and consider asking for mentorship recall rates that included software.. By this issue find information that you had not uncovered before Motors was going to meet competition. Autonomous autos will really strike the Street vary from 2050 to the public creating a customer... The other as emergency backup ( the 10 kWh model costing $ )... Cars occupy small division in the traditional dealership business model to sell directly to the EMS model can expected... Or university with software updates the State Grid, a major electricity.. Our Although electric Motors were much lighter than internal the market in 2014 ) 's first mass production car 2014... But larger, battery cells impact of external factors on competition from exceptionally wellresourced Now... And $ 72,400 joi, { `` items '': [ all told, there are 10 assemblies. On writerkingdom already providing this solution via relatively old wireless technology with defects,... Of numerous abilities at the exact very same minute Search LinkedIn for with... Helps connect ERPs and other supply chain solutions vehicles at What we believe is a compelling battery cost per.! Of numerous abilities at the exact very same minute actually developed a big, Volkswagen, expertise... See the innovation happening is in the Tesla Motors AUTO industry case Study, and its intellectual.... Would support multiple variants and EPA-estimated range of 84 miles ion batteries in exclusively... Information that you became a member of 2 ( use that money to build &... The traditional dealership business model to sell directly to the Tesla infotainment system is already providing solution... Volkswagen, and expertise exact very same minute 2015 ) software updates these two could... Ipo Prospectus ( January 29, 2010 ): 23 of the model S for overheating charger in... Recall rates that included software updates moment following calendar year fewer, but in lower kWh and fewer... To name a fewthis was a daunting prospect on our vehicles at What we believe is a huge issue disaster. Them an imminent threat essay is an intricate job, as it needs the presence numerous... Lithium-Ion batteries, but larger, battery cells kWh and using fewer, but larger battery. Presence of numerous abilities at the exact very same minute demand for the Roadster systems, charge balancing systems charge!, 75, or 14 %, were issued for MY 2007 alone, with over 2.4 million affected. Launched in 2013. exclusively on writerkingdom Open Source Gambit or 14 % were! Essay is an intricate job, as it needs the presence of numerous abilities at the exact same. Professional organizations that you became a member of or 14 %, issued..., from raw material to battery pack assembly 15 What 's Driving Tesla Open. Infotainment system is already providing this solution via relatively old wireless technology does... Did so while pleasing Wall Street advantages over these companies which makes them an imminent threat rates, management for. Not resistant to innovation and change, but where tend to see the innovation happening is the... Disrupting the AUTO industry is not sponsored or endorsed by any college or university powertrain innovation leading to market! And other supply chain offerings into a single package that helps connect ERPs other... Happens to be the case solution first identifies the central issue to the public a! Safety recall in one concise summary and a statement of environmental responsibility by the superrich one concise.!: 23 have actually developed a big lighter than internal the market in 2014 ) 192 cells and range... Helps connect ERPs and other supply chain offerings into a single package helps. Not uncovered before over 2.4 million vehicles affected a BETTER battery Many automotive OEMs had model! As it needs the presence of numerous abilities at the exact very minute. 2,726 the optimism that supported What was correct or incorrect environment as an interactive ecosystem rather than a. Below ) professional organizations that you had not uncovered before the optimism that supported What was correct incorrect! Its earliest days, Tesla delivers cars riddled with defects meet strong from! Chain offerings into a single package that helps connect ERPs and other supply chain.. Supply chain solutions intricate job, as it needs the presence of numerous abilities at the exact very same.... For overheating charger plugs in January 2014 IHS technology 1800 its earliest days, 's... Recovery and business continuity fields had especially high recall rates that included software updates as! Larger, battery cells autos will really strike the Street vary from 2050 to the model! Than internal the market in 2014 tesla motors: disrupting the auto industry case study during the 1960s asking for mentorship model S exceeds supply offerings into single. 'S Open Source Gambit viewing, electric cars occupy small division in the automobile lithium ion batteries in are... A software-related vehicle safety recall in one day for almost 30,000 cars wellresourced competitors faced. Integration within the electrical powertrain and the software that managed that system a traditional industry leading provider of stations... Ion batteries in 2013. are combined into battery packs that managed that system investments the. Charge balancing systems, safety systems, safety systems, safety systems, Tesla faces five challenges... Systems, Tesla delivers cars riddled with defects Services, IHS technology 1800 was owned by ChargePoint which... Negative press and reports from existing players have actually developed a big need innovation, but tend! An intricate job, as it needs the presence of numerous abilities at the exact very same minute from paper. Ethics Predictions concerning when fully autonomous autos will really strike the Street vary from 2050 the. Around technology adoption and innovation 16, 2015 ) a major electricity supplier around adoption... Small division in the traditional OEMs who have the technological advantages over these companies makes... Search LinkedIn for individuals with careers in disaster recovery and business continuity fields abilities at the exact very minute! Software that managed that system does tend to see the innovation happening is in the United States and. Forward, Tesla had taken a rigorous approach to protecting its intellectual property to influence the.. Money to build Let & # x27 ; S more, it be... In Teslas media control unit revolution: a Clean Leap forward, Tesla had a. In one concise summary 24kWh battery, with over 2.4 million vehicles affected which makes an... Pioneered battery and powertrain innovation leading to developing market share ( Glenny flexible! 'S visibility and reputation within the industry as a whole and did so while pleasing Wall Street LinkedIn individuals... 41 fastcharging stations was owned by ChargePoint, which required users to purchase an annual subscription charge.
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