What's your opinion about this article? Looks like the fact that TESLA is using discount to push the 3rd quarter delivery will actually dilute the effect of number itself (if it is high).
Tesla's Use Of Discounts To Meet Auto Delivery Goals Called Worrisome
Several things to note.
1) There is a higher mix of Model X with higher price tags and those really weren't discounted. We really don't know the margin for those vehicles, however.
2) Discounted S75's and 75D's actually represent a higher margin than the S60 and 60D's, as they are the exact same car with the exact same COGS. Tesla basically pulled forward what they expect was the take rate on the option to upgrade into Q3 instead of the natural uptake over the next year or two.
3) You can look through the vehicles that were removed from the site using historical data on ev-cpo... we're talking universe of x or so vehicles for the U.S., and many of them were not discounted beyond the normal demo/inventory discounts. (x = go get a subscription for that data from ev-cpo.com). That x number is relatively small against the backdrop of the entire quarter. P90D's represent about 25% of them, sold at a variety of price points. The S75's and 75D's represent maybe 50% of the number, and many of those were not sold at any discount.
4) It seems to be a deliberate effort to have less expensive cars as part of the inventory stock. That might actually be quite positive, as the discounts that Tesla usually gives to move the highest end stock each quarter was probably a wash as compared to the discounts to move lower end product. Plus the overall value of the demo stock is less, which means a lower finished goods inventory. That does not necessarily translate to any real difference in product mix - I'm not sure we really have good information on that.
5) Improving margins might completely hide the discounting
6) The P90D fire sale of both classic nosecone and overall when the P100D was released is again, a smaller number of vehicles and many of these had significant miles and age which would have caused discounting anyways. With the estimated 40% margin on these vehicles, Tesla likely did not sell these at a loss and does this essentially every quarter to refresh demo stock. This does also mean there was increased demand for the facelift models and the P100D models. Obviously, the total number of P100D model sold is quite modest.
Undoubtedly, Tesla did pull some demand into Q3. That's definitely a concern, as well as breaking the seal on discounting in a wider fashion. We simply don't know the effect on margins. I suspect any improvement in the margins on the Model X dwarfs the effect of the discounts on S75/75D's. The effect on future buyer behavior is the real risk for Tesla.
Also, I usually don't like shooting the messenger, but Brad Erickson has a particularly bad record at Pacific Crest:
https://www.tipranks.com/analysts/brad-erickson
Ranked #3,747 out of 4,185 analysts, less than 1 star rating.