Knightshade
Well-Known Member
So, this option is only for the LR AWD models. Many folks pick this trim because once the LR RWD was taken off menu it was the least expensive trim to get the full premium interior. For most folks the AWD has way more power than anyone needs. Most folks don’t typically launch hard light after light and if you have passengers they will be giving you an earful after a couple pulls.
By that logic nobody'd ever buy a P.
So, who buys this option? Enthusiasts looking to squeeze some more performance out of the car they enjoy driving or maybe the buyer who really wanted the Performance trim but it was outside their budget, etc. I think it is cool Tesla added this option but I would be surprised if they had higher than a 10-15% take rate.
We've already been over this... in 2018 the P was an $11,000 upcharge.... there's likely a ton of folk who didn't find a 1 second 0-60 bump worth $11,000 but might well find a 0.5 second bump worth $2000
And near the end of 2018, and the first half of 2019, the P3D- didn't exist- so again many bought an AWD because they didn't wanna spend 10k, especially when it came with brakes they didn't need and potentially wheels they didn't want.... but half the performance boost for 2k instead of 10k? Good deal.
Obviously someone buying new TODAY wouldn't buy this unlock. He'd just get the much-cheaper-now P3D- (assuming they keep selling em at all or keep selling em at this price)
But tons of folks who already have AWDs, and wanted a bit more speed, but not enough to drop $10,000+ to get it.
Still- even if it's as tiny a market as you think- given the marginal cost to Tesla to add this to a vehicle is roughly 0, any take rate is pure profit.