This Week in Startups - E1090: Nikola Founder Trevor Milton on competing with Tesla, hydrogen over battery, going public as a pre-revenue company & more
发布时间:2020-07-31 15:55:20
原节目
以下是 Jason Calacanis 和尼古拉汽车(Nikola Motors)创始人兼执行董事长 Trevor Milton 之间对话的总结:
**尼古拉的愿景和商业模式:**
Trevor Milton 解释说,尼古拉不仅仅是一家卡车制造商,更是一个以零排放半挂卡车和氢能源基础设施为核心的技术基础设施公司。他们的商业模式旨在将财务利益从石油公司转移到尼古拉。与传统柴油卡车燃油成本远超卡车价格不同,尼古拉提供了一种综合套餐,客户按里程付费,涵盖卡车、服务、保修、维护和氢燃料。
**上市以及 WeWork 的影响:**
Milton 受到 WeWork 崩盘的启发,决定让尼古拉上市。WeWork 的事件突显了不透明的私营公司的危险。他认为上市将提供透明度、建立投资者信心并防止内部欺诈行为。通过上市,尼古拉将其财务状况、合同和关联方交易暴露在公众监督之下。此举旨在在公司的运营中建立信任和问责制。他辞去了 CEO 职位,让位于 Mark Russell,以确保更平衡的决策过程。
**氢能源 vs. 电池:**
尼古拉独特地提供电池和氢燃料驱动的卡车,针对不同的市场。电池电动卡车适用于短途运输(最远 300 英里),在这种情况下,电池重量不是一个重要因素。对于长途、对重量敏感的货运来说,氢能源就具有优势。电池的重量会减少卡车可以运输的货物量,从而影响收入。尼古拉通过标准化氢气站,将氢气成本从每公斤 16 美元大幅降低到 3 美元,使氢气成为一种可行且经济高效的燃料替代品。
**市场战略和竞争:**
尼古拉专注于预售路线,只在保证能够使用的地方部署氢气站,这与那些靠投机性建设的竞争对手不同。这种方法确保了收入的产生,并降低了其基础设施投资的风险。他们与 Anheuser-Busch 签订了 8 亿美元的订单,证明了其模式的可行性。 当他们销售一辆卡车时,该公司可以产生近 25 万美元的利润,远高于彼得比尔特(Peterbilt)或其他竞争对手。
虽然尼古拉的目标是与特斯拉竞争,尤其是在电池驱动的卡车方面,但两家公司都瞄准了一个庞大且不断扩大的市场,各自拥有自己的客户群。
**合作伙伴关系和技术:**
尼古拉没有选择内部构建一切,而是采用 OEM(原始设备制造商)模式,与 IVECO 等行业领导者合作。 IVECO 提供其底盘专业知识,而尼古拉提供其先进的动力总成技术。 这种策略使尼古拉能够专注于其核心竞争力,并避免垂直整合带来的挑战。 尼古拉工程师专注于软件、硬件、逆变器、电动车轴和电池管理等专业技术。 通过使用第三方供应商,该公司能够大量生产车辆。
**Badger 皮卡:**
尼古拉将发布 Badger 皮卡,提供电池和氢能源版本,他们可以选择他们想要的。氢能源卡车的一个主要目标市场是那些需要长途运输的客户。
**挑战和未来计划:**
为了说服那些持怀疑态度的人,尼古拉必须宣布其 Badger 的 OEM 合作伙伴关系,向市场交付电池电动半挂卡车并在市场上验证它们,并推出一个可行的原型。 这将证明该公司正在交付产品。 凭借 OEM 合作伙伴关系的三个条款清单,这将证明该公司正在交付产品。
Here's a summary of the conversation between Jason Calacanis and Trevor Milton, Founder and Executive Chairman of Nikola Motors:
**Nikola's Vision and Business Model:**
Trevor Milton explains that Nikola is more than just a truck manufacturer; it's a technology infrastructure play centered on zero-emission semi-trucks and hydrogen infrastructure. Their business model aims to shift the financial benefit from oil companies to Nikola. Unlike traditional diesel trucks where the fuel cost far exceeds the truck's price, Nikola offers a comprehensive package where customers pay per mile, covering the truck, service, warranty, maintenance, and hydrogen fuel.
**Going Public and WeWork's Influence:**
Milton was inspired to take Nikola public due to the WeWork debacle, which highlighted the dangers of opaque private companies. He believed going public would provide transparency, build investor confidence, and prevent internal shenanigans. By going public, Nikola exposed its financials, contracts, and related party transactions to scrutiny. This decision aimed to instill trust and accountability in the company's operations. He relinquished the CEO role to Mark Russell to ensure a more balanced decision-making process.
**Hydrogen vs. Batteries:**
Nikola uniquely offers both battery and hydrogen-powered trucks, targeting different markets. Battery-electric trucks are suitable for shorter ranges (up to 300 miles) where battery weight isn't a significant factor. For long-haul, weight-sensitive freight, hydrogen becomes advantageous. The weight of batteries reduces the amount of cargo a truck can carry, affecting revenue. Nikola dramatically reduced the cost of hydrogen from $16 to $3 per kilogram by standardizing hydrogen stations, making hydrogen a viable and cost-effective fuel alternative.
**Market Strategy and Competition:**
Nikola focuses on pre-selling routes, deploying hydrogen stations only where they are guaranteed to be used, unlike competitors who build on speculation. This approach ensures revenue generation and de-risks their infrastructure investment. They secured an $800 million order with Anheuser-Busch, demonstrating the viability of their model. When they sell a truck, the company can generate nearly a quarter-million in profit, much more than Peterbilt or other competitors.
While Nikola aims to compete with Tesla, especially with battery-powered trucks, both companies target a large and expanding market, each with its own customer base.
**Partnerships and Technology:**
Instead of building everything in-house, Nikola embraces an OEM (Original Equipment Manufacturer) approach, partnering with industry leaders like IVECO. IVECO brings its chassis expertise, while Nikola provides its advanced powertrain technology. This strategy allows Nikola to focus on its core competencies and avoids the challenges of vertical integration. Nikola engineers focus on specialized technologies like software, hardware, inverters, e-axles, and battery management. By using third-party suppliers, the company is able to produce a massive amount of vehicles.
**The Badger Pickup Truck:**
Nikola will be releasing the Badger pickup truck with both a battery and hydrogen versions, they can choose whether they want which one. A major market the hydrogen truck will target are those who need to haul for long distances.
**Challenges and Future Plans:**
To convince the naysayers, Nikola must announce its OEM partnership for the Badger, deliver battery electric semi-trucks to the market and validate them in the market, and unveil a working prototype. This will prove that the company is delivering. With the three term sheets for an OEM partnership, this will prove that the company is delivering.