They don’t do a good job at the car company part. They make nice cars, but the company part has issues. Quick example… I was very happy to drive a model 3 for many years. But the constant changes in price of their new cars destroyed any resale value mine had. Every time Tesla was having a bad quarter, the value of my car dropped. That’s not the way to get me to buy another one.
There are certainly other areas where they could improve too. But my point being - they’ve never been all that good at what it takes to drive long term success in selling cars. It’s just too long of a time horizon for them.
Personally I'm with you. I love my car because its exactly enough car for my needs. I bought it new (in 2016) and I never want to sell it. I'd get so much less (or more to the point I can't buy a new car) for the same money I spent on it.
And even if you do keep cars indefinitely, it can still be an important consideration because it affects how things work out when you need to make an insurance claim. It means your car is both more likely to be declared a total loss and more likely to be worth less than what you still owe for it when it does get totaled.
But look at this from Tesla’s point of view. They want to sell as many cars as possible. If they sell me a car, that’s just one sale. However, every marketing book will tell you that it’s easier to sell to an existing customer.
If my car (an asset) has more resale value, I’m more likely to sell it to buy a new one. They should be trying to protect my resale value — if they want me as a repeat customer.
Or, what I’m leasing the car (reasonable for an EV and used to have better tax incentives)… if the end of lease value is low, I have to spend more on the depreciation over the lease. That makes my monthly payment higher. Instead, if the end of lease value is higher, I have a lower monthly payment and I’m more likely to buy the car.
Either way, Tesla was good at selling one car. They need to get better at selling the second or third one.
Remember, this is from the Tesla point of view... and it's a long time-horizon perspective. It's a much easier decision from the customer's point of view.
(And there are other ways for companies to incentivize sales with discounts and promotions that don't obviously impact the "value" of the car).
Speaking as someone who mostly drives 20 year old cars.
GM - $74.5B market cap (6.2M cars sold annually)
Ford - $50.2B (4.6M)
Volkswagen - $40B (9M)
BYD - $100B (4.6M)
Toyota - $256B (11.3M)
Hyundai - $57B (7.3M)
Tesla - $1.4T (1.6M)
The numbers simply don't add up.
2. compare growth opportunities, ie https://www.tesla.com/robotaxi - rollout is going well, and every cybercab produced nets what ? $25k/year? $75k/year? vs $5-8k once per car sold?
I don't know if robotaxi will take off, but if it does, it massively undercuts Waymo because the vehicles are just so much cheaper to make and are made in house.
Closest thing is like the Ioniq 9 but the cargo space really sucks.
For a polished product that ticks all the boxes, I would pay a premium for this.
*XPeng X9* - Seven seats, 800V charging, and a third row that folds into the floor. The long-range version has 382 miles WLTP range and charges 10–80% in approximately 12 minutes under ideal conditions.
*Li Auto MEGA* - Seven seats, 800V architecture, 441 miles CLTC range, and manufacturer-claimed charging that adds 311 miles of CLTC range in 10 minutes. Li Auto says its trunk holds four 28-inch suitcases with all seven seats occupied.
*Zeekr 009* - Seven-seat versions, up to 460 miles CLTC range, and 10–80% charging in as little as 10 minutes on the upgraded 900V model. Very luxurious, though some versions offer less rear cargo space.
*Denza D9 EV* - Seven seats, 115-kWh battery, up to 497 miles CLTC range, and BYD Flash Charging claims of 10–70% in five minutes using compatible ultra-high-power chargers.
China is years ahead of the West (EU/US) in terms of EVs.
That EV market share direction in the US, though .. really bad compared to non-petrostates (except Norway)