k finished going through the report.
Key things I got out of it.
A cancelation rate of about 30% from rolling reservations to nonrefundables
This puts the 6000 reservations/quarter closer to 4200, less then their 20k/year production rate but within reach. Still no demand problem
SG&A is going up alot this year. 29 service centers costing about 700k/quarter each, doubling them to 58 by years end. Will cost about 16M more a year. Unknown cost of the new stores
Can extrapolate CapEX
"In 2013, we plan to spend significantly less on capital expenditures than we did in 2012, as we have concluded the majority of our investment in the Tesla Factory and Model S tooling. This reduction will be partially offset by
expenditures related to expanding our service and store network, investing in new capital equipment and tooling to
reduce variable costs and new product development." (funny they said we're cutting capex and offsetting it with capex).
Cutting capex back to 2011 levels is about a 18Million decrease, similar to the amount SG&A is likely to increase.
Their going to have a hard time hitting net margins of 10% by end of year even with gross margins of 25% with this SG&A, going to need close to 800M in sales. Which is actually less then their annualized revenue rate right now, so its quite possible, just not there yet.