#2 The Three Stages - TSLA 2.0 (The Case for TSLA at $2000-3000 by 2030)
(This is post #2 in a series laying out my TSLA investment thesis.)
In
my last post I shared about how early TSLA investors pulled the trigger to buy shares while TSLA was still below $35/share. I’m going to call this “first stage” of TSLA investing as TSLA 1.0. In this post I’ll share more about TSLA 1.0, introduce TSLA 2.0, and share why I think it was difficult for TSLA 1.0 investors to hold on to their shares.
TSLA 1.0 was basically Tesla Motors on track to deliver 20k Model S units and 15k Model X units annually, while eventually selling Gen3 at a few hundred units a year with a $43 billion market cap by 2020. The Elon Musk CEO incentive plan in 2012 shares a roadmap;: (
Tesla Motors - Quarterly Report)
Elon Musk would earn 5+m shares if certain milestones were met.
“Each of the ten vesting tranches requires that the Company meet a combination of operational milestone achievements and a significant increase in our market capitalization of $4.0 billion. For example, if our average market capitalization for the 30 trading days prior to the Effective Date is $3.5 billion, the first tranche would only vest when we more than double our market capitalization to $7.5 billion and at least one of the operational milestones described below is met. The second tranche would vest only if there is another $4.0 billion increase in our market capitalization to $11.5 billion and when two of the operational milestones described below are met. The remaining tranches are structured in a similar manner, so that the CEO Grant would be fully vested when we achieve a market capitalization of $43.5 billion and all ten operational milestones described below have been achieved.”The ten operational milestones for the CEO Grant are:
• Successful completion of the Model X Engineering Prototype (Alpha);
• Successful completion of the Model X Vehicle Prototype (Beta);
• Completion of the first Model X Production Vehicle;
• Successful completion of the Gen III Engineering Prototype (Alpha)
• Successful completion of the Gen III Vehicle Prototype (Beta);
• Completion of the first Gen III Production Vehicle;
• Gross margin of 30% or more for four consecutive quarters;
• Aggregate vehicle production of 100,000 vehicles;
• Aggregate vehicle production of 200,000 vehicles; and
• Aggregate vehicle production of 300,000 vehicles.
Let’s see how this would look like in a chart. This chart shows TSLA growing 35 points every year starting 2012 (commencement of Model S production). By doing so, TSLA 1.0 would reach $43 billion market cap when the stock price is roughly $300/share or in 2019.
This was the expectation/hope for early TSLA investors, namely that Tesla would someday achieve status as a legitimate non-niche auto maker with a market cap of $43 billion or more. In other words, the expectation/hope was to someday be as valuable as Ford or GM.
However, this is not to say that some investors had bigger expectations for Tesla. But in 2012 or earlier, there was so much chatter about the possibility of Tesla going bankrupt that for most investors they’d be very happy with a 10x return on their investment in 7 years.
Now something happened in 2012 that drastically altered TSLA 1.0. In short, Tesla produced a stellar product that was better than expected. In 2012 it started to become evident to some people that Tesla could surpass their goals of TSLA 1.0 (ie., $43 billion market cap in 8-10 years) and become a much larger auto maker, maybe eventually become as valuable as a Honda, VW or Mercedes. However, in 2012 the stock price was still depressed and there was a battle in the media over whether Tesla would survive as a company or not.
Then, on April 1, 2013 Tesla released a press release that they would be profitable in Q1 (Elon Musk had tweeted as well earlier),
Tesla Model S Sales Exceed Target (NASDAQ:TSLA). This basically started the end of the idea that Tesla would go bankrupt and started to seal in people’s mind that TSLA 1.0 could become a reality.
However, on May 8, 2013, Tesla released the Q1 earnings (GAAP profitable, GM 17%, etc) and mentioned that U.S. demand would exceed 15,000 units a year for the Model S and global demand would likely be above 30k units/year.
Wait a minute. TSLA 1.0 plans were that the Model S would sell 20k units a year globally. But here’s Tesla sharing that Model S demand is above their initial projections. By how much? By at least 50%. But could and probably would be more.
So, here’s the dilemma. If demand for the Model S is 50-100% more than initially projected then what does that do to these TSLA 1.0 stock price projections?
It basically means that these stock price projections are too conservative. 50-100% more demand, means 50-100% more revenue, which means faster growth, potentially more profit and more momentum to reach a much bigger Gen3 market than originally expected.
So on May 8, 2013, TSLA 2.0 was birthed. All TSLA 1.0 projections were in a moment showed to be too conservative and TSLA would be on a new, more steep trajectory. It would sell more cars than originally expected, grow faster, and be worth more.
So, here’s how TSLA 2.0 looks like on a chart.
Now the assumption is that TSLA would grow 70 points every year (vs 35 points/year in 1.0) and could reach a $80 billion market cap in 2019.
But as TSLA 2.0 was launched many early investors were still stuck in TSLA 1.0 mode/mentality. When the stock price shot up past their expectations and far quicker than what was comfortable (ie., TSLA 1.0 chart), they started to assume/conclude that the stock price was too high and that TSLA would dip back to reality later. But they didn’t realize was that the TSLA 1.0 that they had invested in was no longer existing, and that it had morphed into a much sexier company as TSLA 2.0 that would command a much higher stock price.
One of the reasons I was able to hold and accumulate more shares during this time was because I started to catch that TSLA 2.0 was coming in 2012 (btw, others caught this as well). The light went on for me after I test drove the Model S in early November 2012. The Model S was drove/performed better than my already-super-high expectations. I could hardly believe it. Right then, I knew that TSLA 1.0 expectations were going to be too conservative and I knew demand would be higher than Tesla's expectations (which would lead to greater revenues, greater profit, faster growth, more momentum). That was why I was expecting TSLA to blow past $100 and onto $150+ by the end of 2013.
As some early TSLA 1.0 investors started to sell their shares, new TSLA 2.0 investors started to join in. Their expectations were not $43 billion market cap in 8-10 years (TSLA 1.0 expectations), but their expectations were much higher. It wasn’t about challenging GM or Ford’s market cap in 8-10 years (ie., $40-50 billion), but it was about challenging Mercedes, BMW, Honda, or VW’s market cap in 8-10 years ($60-100 billion).
The past year+ we’ve seen a struggle as the investment mentality around TSLA shifted from 1.0 to 2.0. Nowadays, it’s clear that TSLA is headed on a trajectory that’s steeper than what was initially outlined in the 2012 CEO incentive plan.
But on March 23, 2014 Tesla announced the Gigafactory that would change the outlook of TSLA once again and introduce a new paradigm/stage for TSLA, namely TSLA 3.0, and would start a new struggle for TSLA 2.0 to hang on to their shares just as TSLA 2.0 presented a struggle for TSLA 1.0 investors.
But before I go into what TSLA 3.0 is, I’ll pause for now and allow some discussion to take place.
(Edit: corrected Gigafactory announcement date)