Your explanation is well supported by historical examples. Margins in a commoditized market are always low, and the "race to the bottom" is well known. The question becomes, how long? That is, how much head start does Tesla have?
Another factor is that Tesla Energy wants to be end-to-end. Pour raw materials in one end, ship out pre-fab BES at the other, install at customer. The other players all have at least two different major players (cells, and battery packaging) each of which wants its own margin. If the players each want a 3% margin, Tesla Energy gets to have a 6% margin for the identical product.
The question of how long is indeed crucial. With the well deserved attention to the SolarCity financials, the fundamentals of TE got totally overlooked and dismissed based on incorrect assumption of commodification. The TE aspect of the SolarCity acquisition is really at the heart of it. In Elon words during the early morning SolarCity acquisition call, everybody who sees and appreciates
product aspect of the acquisition is unequivocally for it, while those who stop at just looking at
finances - against.
Just to make this clear - I am not dismissing financial concerns and absolutely think the house need to be brought in financial order because otherwise the
PURPOSE is at risk. Having said this, Tesla is a
PURPOSE driven company, so building up the overall strategy *starts* with designing a product to achieve the PURPOSE. The second step is charting the best and most optimal financial path to materialize the product.
As a disclaimer, I was never and still am not a SolarCity investor, mainly because I felt that financial path that was chosen had a little more complexity and risk to it that I was willing to bear.
Now, to the core of my argument about the product, the commodification and low margins are a well known phenomena for a steady state production and well matched demand and supply. The point I was making is that for foreseeable future (say a decade) the commodification just does not apply here.
In order to show this I am going to use numbers presented by Elon during the TE reveal. Replacement of the *current* WW Electricity production with renewables (Goal #1) will require 90,000 GWh of BES, while replacement of WW Electricity production, heating and transportation (Goal #2) will require 200,000GWh of BES.
Let's assume that above quantities of BES will need to be replaced on a 15-year cycle, i.e. that on average cars and BES for electricity production and heating will need to be replaced every 15 years. Let's further assume that average size of a GigaFactory is 100GWh. So in order to get ourselves on the path achieving Goal #1 in 10 years, on a 15-year cycle (total time frame of 25 years) we will need to build 90,000 / 100 / 15 = 60 GF.
In order to achieve Goal # 2: 200,000 / 100 / 15 = 133 GF.
So we will
NOT get to commodification over the next 10 years unless the world builds on average 6 x 100GWh GF per year over next 10 years for Goal #1, or average of 13 x 100GWh GF per year over the next 10 year.
These are incredibly high thresholds to top over the next 10 year, so I do not believe in commodification of TE over at least next 10 years. It goes without saying that *eventually* commodification will surely happen, but we are talking about completely different time scales.
So this is my main point which IMO was completely overlooked: aggressively pursuing TE, not putting it on a back burner until M3 is fully ramped, is a brilliant in its simplicity strategic move that many do not fully appreciate. This allows for a huge stream of cash at the time when company's appetite for cash is at its peak - when it is growing by bounds and leaps - say next 10 years, all at a very moderate incremental expense. TE IMO will allow Musk industries to become a self feeding beast.
Finally, one more fundamental point that I wanted to emphasize. At one of the ER Elon was asked a question (by Andrea James) - given a limited battery supply, what will get priority - TE or TA. Elon responded that TA will get first priority. Of course a few things changed since then and now final size of GF trippled, but this question - divvying up battery production stream between TE and TA has another important consideration. This consideration is how much of gross income can be generated per kWh of batteries when they are used in TE vs TA. The ideal ratio of the gross profit per kWh of batteries in TE vs TA would be 1 : 1. I believe that is how Elon and team are looking at this. So if M3 as I
showed in this post, allows for $200 of gross income per kWh of batteries, and these batteries are manufactured at the GF at a cost of say $120/kWh (hold off your attacks -you know who you are - I am just being conservative here
), TE will need to sell batteries at $120+$200 = $320.
This price - $320 - is very significant as it is so much lower than the price offered by the competition AND is low enough to spur massive demand in TE products. This is another reason why focusing on TE concurrently with TA makes a lot of sense.
So my point, once again, is that consideration of the SolarCity acquisition without considering the above is really missing the mark. This in my opinion is why what Elon called a "no brainer" does not appear so for so many.