How Greta Thunberg Made Elon Musk Rich

Welcome to Issue #67 of The German Autopreneur!

Recently, a reader recommended me an interview with Daniel Goeudevert. To be honest, I had never heard of him. He was before my time.

I decided to check it out anyway. And I'm glad I did.

Goeudevert offers some fascinating insights, including an interesting theory about Greta and Elon.

But if you're like me and wondering: Who exactly is Daniel Goeudevert?

The Frenchman led Ford Germany in the 1980s. He later joined Volkswagen's executive board. There, his unconventional approaches often caused friction. He left VW in 1993.

Now, in his 80s, he still has a strong opinion regarding the car industry. His take? The industry must completely reinvent itself. What we're experiencing isn't evolution. It's a tipping point. The biggest transformation since cars replaced the horse-and-carriage.

Here are the 7 key insights from the conversation:

1. The Horse Didn't Disappear Due to Poor Performance

It disappeared because a better solution emerged.

Horse-drawn carriages were a perfect way to get from point A to point B. But cars were simply better.

Goeudevert sees the same danger today. Only this time, we are the carriage.

The industry is trying to solve new challenges using old success formulas. That doesn't work. "It's like trying to invent electricity by improving an oil lamp."

The Germans are the world champions of optimization. They have been perfecting the same product for more than 100 years. What do they struggle with? Questioning their general understanding of what a car is.

Goeudevert's conclusion? This product obsession blinds us to the real questions:

• What problems are we actually solving?

• And is our product still the best solution?

2. How Cars Became Status Symbols

Back in the days, cars solved just one problem: Getting from A to B. They replaced horses.

Later, they solved another: How do I show my success?

In the past, you had to buy a mansion to show your success. The problem? This status symbol is not mobile. You could only impress your neighbors and visitors.

Cars perfectly solved this problem. They became portable status symbols.

Suddenly, cars had symbolic value beyond their practical use. The focus shifted from function to ownership. Brands became more important. Cars became larger, faster, more luxurious.

Goeudevert notices that this role is changing. Now, younger generations define status through other products.

I believe that cars will remain one of the most important status symbols. Even for Gen Z.

3. How Greta Thunberg Made Elon Musk Rich

Goeudevert thinks Elon Musk didn't buy Tesla out of belief. But out of opportunism.

The story begins in 2004. Musk invests in Tesla. A small company founded by two engineers.

Musk’s recognition was genius:

1. People would start to care more about the environment.

2. Established automakers would react too slowly

He positioned Tesla perfectly:

• As a progressive, eco-friendly alternative

• As a fresh counterpart to old automotive companies

• As a symbol for a better future

The numbers support this theory to some extent: Tesla's huge success began right when the Fridays for Future movement gained momentum.

In late 2019, millions demonstrated for climate protection. Greta gave her famous UN speech. Soon after, Tesla's stock skyrocketed.

Just one year later, Tesla’s stock market value surpassed that of BMW, Mercedes, and VW combined.

The brilliant move: Musk positioned Tesla as the solution to the climate crisis. As a result, he gained political support and massive investments.

Goeudevert says: "Musk says one thing, but means another." What he claims, never matches his true intentions.

Elon Musk is a businessman. A pragmatic opportunist.

He is flexible and adapts his messages to what works best at the moment.

4. The Agency Model Is Actually About Data

And Elon Musk made another smart move: Every Tesla sold, collects massive amounts of data.

Each car delivers information about drivers, usage patterns, and their surroundings.

These data are the real value.

They help train AI, improve products, and better understand customers.

Established carmakers have recognized this. They're trying to catch up.

Through direct sales, they aim to gain access to end-customers and their data. Just like Tesla does.

Yet, what we're observing is typically German. Many carmakers are already rolling back.

They initiate major changes, but as soon as they face headwinds, they give up.

What is important to understand? The agency model isn't just a new sales approach. It's primarily about data.

5. Past Successes Prevent Innovation

Goeudevert's take here sounds familiar:

The automotive industry is extremely rigid. Successful companies and managers are mainly the ones who resist change.

Their loudest argument against new ideas and innovations? Past successes.

6. Becoming digital Does Not Mean Adding More Screens

Goeudevert says: The car industry does not understand digitalization.

German carmakers start by adding more screens to cars. However, the logical first step would be to focus on autonomous driving.

Multiple screens would only make sense when cars drive themselves.

His conclusion: The automotive industry often confuses means and ends. They add features without rethinking the user experience.

My take? In Germany, we often have a superficial understanding of digitalization.

We copy what we see. The screen.

The problem? An iPhone isn't defined by its screen. It's defined by its ecosystem and its user experience.

7. Transformation Requires New Collaborations

And this is something I've addressed before: Transformation requires collaboration.

Carmakers work in silos. Engineers rarely speak with people from the workshop. Customer insights usually don't reach development departments.

Real transformation requires all perspectives:

• Consumers expressing their needs

• Politicians thinking long-term

• Engineers open to change

• Tech experts with fresh perspectives

My Take

The German car industry is the world champion of improvement. But that's becoming a problem.

What’s missing? The courage to make a fresh start. The courage to rethink the car from the ground up.

German carmakers have spent a century trying to perfect the same product. Meanwhile, this product is being completely reinvented in China.

The difference?

We ask ourselves: "How can we make this engine half a percent more efficient?"

The Chinese ask: "What customer needs can we solve now?"

Chinese companies show what can be done when you think in new ways:

• Xiaomi seamlessly connects cars with refrigerators, smartphones, and smart homes

• The vehicle becomes part of an ecosystem, not just a means of transportation

• They build features that we dismiss as "gimmicks": Karaoke, social features, integrated drones

Sure, many of these will fail. But some won't. Some will stay.

And these things will change what a car is. That is the real reinvention.

There isn't one big bang. The definition of what a modern car is, is a work in progress.

The crucial difference: The Chinese are free to think. They are free to experiment. What do we hear in our culture: "No, we've always done it this way."

But here’s the thing: This mindset won’t protect us. In fact, it's a prison for creativity.

German automakers must understand: It's no longer about building better cars. It's about reinventing the car for the 21st century.

🔗 Interview with Daniel Goeudevert (in this Podcast)

That's all for today.

Feel free to reply to this email with your thoughts.

Until next week,
— Philipp

PS: If you find value in this newsletter, please share it with someone who might benefit. Your support helps me continue my independent work for the automotive industry.

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