The big picture here is that Tesla, due to having increased volumes and accumulated experience making BEVs, are now able to sell BEVs cheaper. The competitors that are supposed to enter the market will initially have lower volumes and less experience and will likely not be able to sell cars at matching prices. This will be very hard to overcome without taking huge losses. Tesla was almost not able to ramp up to this point even while having almost zero competition and very loss friendly share holders. Competitors will have a much harder time ramping up sales with lower priced competition from Tesla. Conclusion is that it will be very hard for competitors to enter the market profitable, while Tesla can scale demand and thus production by lowering prices as their costs fall with volume and experience.
This will look negative short term to wall street “experts” but look like Elon playing 3D-chess to long term shareholders.
I don't disagree with your post, but I do think it is simpler than 3D-chess, its just the mission of accelerating adoption.
Lowering prices may not be good for the stock because of the bear fud about demand, but it does great things for sales volume. If the dinosaurs can't be bothered to sell EVs that isn't good, but Tesla will just keep on doing -- which is selling as many EVs as they can as fast as they can.
Sure, there's a side effect that the tar pit the dinosaurs are in keeps getting bigger and bigger and many will likely never make out. But I don't think Elon worries that much about the success or failure of his "competitors". In fact, I'm not all that certain that he really sees them as being competitors. Just my opinion, but I think Musk sees them as potential contributors to the mission. At the same time, his caring budget is fully spent on the world so he wastes no time on trying to bail them out.
Same net effect, but in terms of predicting Elon I'll go for the simple before the complex.
Farther along in the thread there are some points made about cutting prices when you are supply constrained not making sense. The points by
@Fact Checking about not knowing what the supply constraint is are valid, but ultimately make no difference to the underlying point. If they are supply constrained (and I have no doubt that they are, demand is at least an order of magnitude greater than production) then I am sure that they could sell 100% of their (increasing) supply at a higher price point.
[edit, if I'd seen his last prior post, this part would have been
@Yonki]
Why would Tesla sell them for less than that? I could argue (I think quite reasonably) that doing that price discovery takes too long and that the parameters would all change before they could determine what that price was. But as above, I don't think that is what is going on. Again, I believe it comes down to this: making an affordable EV. As long as Tesla believes it can continue to meet their margin goals I believe they will continue to lower pricing.
As a car purchaser I made the "mistake"* of not understanding this. I bought in late 2018 without the tax burden to be advantaged by the timing. While I certainly knew that it was possible that Tesla would cut prices with the reduction to tax break I thought they would keep prices largely where they were because doing so would still result in 100% consumption of the supply and at increased margin hence more profit which would fund the growth which would further the goal of making more EVs. Assuming my basic thesis is correct (that sales would've continued to eat all supply) it makes no financial sense to do what Tesla did. And yet they did it.
Which leaves two options:
1. Tesla really
is demand constrained -- that's the bear argument and I don't believe it.
2. Tesla
really wants to sell an affordable EV -- this is my belief. It not only explains the price reductions in the face of under supply, it
also aligns with Elon's tone in the February call where he got emotional about people not being able to afford a Tesla.
If you go on Twitter you will find a constant stream of replies to his posts about "please give me a Tesla". While Musk obviously cannot do that, he actually
is doing everything he can to allow
everyone to buy a Tesla. And this
is costing Tesla in terms of unrealized profit. I'm okay with that.
Will this hurt the stock price? Undoubtedly. But, aside from the value of the stock as a benefit to employees, I don't think Elon Musk cares that much what the stock price is. To the extent that he does, I agree with the notion that the timing of a price drop before the EC limits the downside potential. With that belief, the timing
may have been done with that in mind. Its possible. But I'd bet the timing is simply from the point where they knew the costs and what price adjustments could then be made.
* I put that in quotes because the price differential (and since I don't have a tax burden to realize the $7500 tax break I daresay few have "lost" as much as I have from the price reductions) is
not the only factor. Most significantly there is the opportunity cost of waiting for a lower price. And while it is hard to put a dollar value on how driving a Tesla has improved my life there would definitely have been a cost in waiting for that benefit.