dennis
Model S Plaid
Some musings about inventory cars, price reductions, option bundling and demand:
We know that over the past 12 months Tesla has moved strongly from delivering most cars as custom builds to delivering the majority of its sales from inventory. During the past three months five of my friends have purchased either a Model S or Model X - all were delivered from inventory. At the same time Tesla has significantly reduced the number of options, bundling some features that were previously optional into the base product.
Taken together, these two initiatives have some significant impacts:
- Simplifying manufacturing and the supply chain
- Reducing manufacturing cost
- Enabling even more sales to be fulfilled from inventory since the configuration a buyer wants is likely to be in inventory
- Smoothing out the lumpy quarterly sales pattern, which was set up by the need to get custom configurations in the hands of customers by the end of the quarter worldwide
- Potentially increasing the number of cars that can be produced in a given time period from the same production facilities
By reducing the manufacturing cost, Tesla has two choices of what to do with the savings
- increase the gross margin/gross profit
- pass the savings along to customers by lowering prices, which has the effect of increasing demand because of price elasticity
It appears that this quarter Tesla has chosen the latter path, cutting prices on the higher end models and bundling in previously optional features. This should increase demand. Whether that is needed to fulfill previous levels of production, or whether Tesla is producing more cars because of these changes and therefore needs to create incremental demand should be known in early October when Tesla reports Q3 deliveries.
We know that over the past 12 months Tesla has moved strongly from delivering most cars as custom builds to delivering the majority of its sales from inventory. During the past three months five of my friends have purchased either a Model S or Model X - all were delivered from inventory. At the same time Tesla has significantly reduced the number of options, bundling some features that were previously optional into the base product.
Taken together, these two initiatives have some significant impacts:
- Simplifying manufacturing and the supply chain
- Reducing manufacturing cost
- Enabling even more sales to be fulfilled from inventory since the configuration a buyer wants is likely to be in inventory
- Smoothing out the lumpy quarterly sales pattern, which was set up by the need to get custom configurations in the hands of customers by the end of the quarter worldwide
- Potentially increasing the number of cars that can be produced in a given time period from the same production facilities
By reducing the manufacturing cost, Tesla has two choices of what to do with the savings
- increase the gross margin/gross profit
- pass the savings along to customers by lowering prices, which has the effect of increasing demand because of price elasticity
It appears that this quarter Tesla has chosen the latter path, cutting prices on the higher end models and bundling in previously optional features. This should increase demand. Whether that is needed to fulfill previous levels of production, or whether Tesla is producing more cars because of these changes and therefore needs to create incremental demand should be known in early October when Tesla reports Q3 deliveries.