EV Engineering News

Auto consultant Munro gives Model 3 thumbs-down for build quality, thumbs-up for electronics and handling

Sandy Munro takes cars apart for a living. Specifically, Munro & Associates, the Detroit consulting firm of which he is the CEO, performs teardowns. Munro and his team dismantle cars and analyze each part in minute detail (what’s it made of, what supplier made it, and how much did it cost?) and write up their findings in comprehensive reports which they sell at enormous prices to auto-industry clients.

Munro & Associates bought two copies of the Tesla Model 3, and its engineers are diligently extracting the new EV’s secrets. Sandy Munro discusses his findings in a new video from Autoline (via Jalopnik). Munro’s knowledge of the mechanics of assembling automobiles is broad and deep, and he’s an entertaining storyteller, so if you’re interested in the technical details of EVs, this lengthy video is well worth watching in its entirety.



Munro describes a car with a “dual personality” – some aspects are really good, and some are really bad. In fact, he seems quite puzzled that one automaker can do such a great job on some components and fall so short in other areas.

As others have, Munro found that Model 3 suffers from poor build quality – panels that don’t line up properly, and in one case, a door liner that seems to have been installed backwards. He also claims to have received “hundreds, maybe a thousand” emails from owners complaining about similar fit-and-finish issues. He surmises that the problems stem from poorly trained assembly line workers and (as others have noted, and Elon Musk has admitted) too much and too-hasty automation. (To be fair, Munro and the Autoline panel acknowledge that Tesla is well aware of the fit-and-finish problems, and claims to be making steady improvements.)

So much for the bad stuff. “But if you want to start talking about the good stuff on the Tesla…” Munro goes on to praise Model 3’s electronics and battery technology in the very highest terms. He shows off the car’s Automatic Drive Module, pointing out the impressive density of the chips on the circuit board, and comparing it to the kind of technology you’d find in military-grade hardware.

“The density of this population is like nobody’s got. Nobody. This is the technology we would see in really high-end computers…this is spectacular. Spectacular! Anybody that doesn’t look at the electronics on the Tesla is…in peril. This is not some Mickey Mouse outfit that you can just dismiss.”

Munro also heaped praise on the Tesla battery pack, noting its high power density, superb build quality and minimal current differential between cells. “Nobody can balance batteries that close. Nobody. Nobody’s ever done that.” Munro says that Korean suppliers LG and Samsung have long been considered the best in the battery business, but that the Model 3 pack “blows them both away.”

Sandy Munro also dug the car’s handling: “I was very impressed. This thing drives really well. When I wanted to go, it went. It felt balanced. There was no understeer, no oversteer, no nothing. It did exactly what I wanted it to do.”

Munro seems to see Tesla as a story of missed opportunity: the company has “revolutionary” technology, but its insistence on ignoring conventional auto-industry wisdom has led to production delays and problems with build quality. One of the Autoline panelists proposes a hypothetical situation in which Tesla brought in a manufacturing specialist such as Magna to assemble its cars. Munro thinks this would make Tesla an unstoppable force. “I think they would have hit every target, and I think that even Toyota would be basically crapping their pants.”

While Tesla has hurt itself by ignoring established auto manufacturing processes, the legacy automakers stand to be damaged even more if they ignore Tesla’s innovations in electronics and battery tech. “The guys that really need help are the Detroit boys,” Munro concludes. “Because this is going to kick their ass…this is wicked…We found components on here we never saw before.”

Of course, as Jalopnik points out, Munro would say that the Big Three and Tesla each need help building their automobiles – after all, help building automobiles is precisely what Munro & Associates has been selling for over thirty years.


Source: Munro & Associates via Jalopnik

Create Account. Already Registered? Log In

Virtual Conference on EV Infrastructure: Free to Attend

Don't miss our next Virtual Conference on June 10-12, 2024. Register for the free webinar sessions below and reserve your spot to watch them live or on-demand.


EV Engineering Webinars & Whitepapers

EV Tech Explained