2019 projections
Alright, now that I've had a night to sleep on it, I'll share my thoughts on Sal's 2019 forecast.
First, overall I think his modeling is very poor. The article was published on July 3, 2013 but by then we already had enough info to make much more realistic forecasts for the next several years. One of the key pieces of info is this article published on May 27, 2013:
Tesla Motors Inc (TSLA) Envisions Selling Around 500K Units: Long Term
In the article Goldman visits Tesla's factory and interviews Elon Musk. Here's the key quote:
"Longer term, Tesla Motors Inc (NASDAQ:TSLA) envisions selling around 500K units through a combination of the Gen 3 sedan (around 200K units), Gen 3 SUV (about 150K units), Model S/X (roughly 90K units) and the next Gen Roadster. From a timing standpoint, the company intends to start deliveries of the Model X in 2015 and hopes to start the Gen 3 production by 2017."
Now let's dissect that quote a bit.
"Longer term" - now that's kind of vague. I don't take that as 10-15 years away. Rather, that's more a longer term goals several years out. Elon has eluded that he envisions that Fremont factory running at full capacity by 2020 or so. So, I'm taking this quote to mean this is Tesla's goals for around 2019-2020.
"Gen 3 sedan, SUV, next Gen Roadster" - now I think Tesla will likely push off the next gen Roadster and focus on Gen III. I think the sedan will overwhelm Tesla with demand, so they might need to push off Gen 3 SUV for a year or two (similar to Model X following Model S).
But overall, we see the goal of Tesla over the next several years is to be filling out the Fremont factory's capacity and to sell 90k Model S/X annually and 350k+ Gen III (maybe more like 400k) per year.
Sal's 2019 forecasts are completely based on Tesla selling almost 300k Model S/X in 2019, and another 300k+ Gen 3 as well. Here's why I think 300k Model S/X in 2019 is vastly unrealistic.
First, Tesla isn't planning to produce that many Model S/X in 2019. It's more evident from the "first data" info we have, that Tesla is expecting to produce/sell 90k Model S/X on a yearly basis in several years. Now, Tesla could be vastly underestimating Model S/X demand, and they could sell a lot more than 90k/year. But I don't think it's realistic to base a forecast off of 300k S/X sales per year when the company is forecasting much lower.
Second, Tesla's goal with the Model S/X is not to sell a ton of them. Model S/X is a niche vehicle. It's not a mass market vehicle. That's not the intention nor goal of Tesla. As a niche product, the main goal of Model S/X is to prepare for Gen III by rolling out their 2nd gen tech and to gain profit/revenue to fund Gen III production and rollout. The "first data" point for this is found in the Elon Musk CEO incentive plan (see SEC filings). One of his key milestones is to achieve 30% gross margin for four consecutive quarters. This won't be achieved with Gen III (due out end of 2016 but more likely in 2017). The reason for this is because Elon has been very clear (ie., at Teslive talk) that Gen III will be a much lower margin vehicle. I'm expecting a 15-18% gross margin goal over the long term. However, in the short-term (ie., first few years of production) Gen 3 will likely have a much lower gross margin reality (i.e, 5-10%).
Third, Tesla is likely to raise the price of the Model S/X rather than lower it. Now, this was a tough thing to digest for me. Initially I was hoping that Tesla would lower the cost of the Model S/X over time and by making it more affordable it would increase demand significantly. However, during a factory tour during the Teslive weekend I asked the Tesla rep if Tesla would ever lower the price of the Model S/X to make it more affordable as battery prices decrease. His answer was an emphatic, "No. Tesla will not lower the price of the Model S/X, ever." He said that cars actually increase in price (ie., with inflation) rather than get cheaper over time, and that the Model S/X will follow that as well. I do foresee the battery range increasing, though the base price for the Model S will likely rise slightly over time. This matches their recent price hikes with options. Also, it matches the ceo incentive plan of reaching 30% gross margin for four consecutive quarters (and Tesla needs to do this before Gen III or else they likely won't have a chance ever to reach it).
So, what will the demand for Model S/X look like in 2018-2019, and could Tesla sell 300k Model S/X cars by then? Well, I'm not saying that it's completely impossible because anything is possible. But we need to look at what's likely. What's likely is that Tesla sells somewhat more than the 90k/year Model S/X cars they anticipate selling in the 2019-2020 time period. I would say something between 100k and 150k cars (ie., 80k Model S and 70k Model X). Again, sure it could be more but we need to come up with a realistic middle ground and that seems to be fair.
Let's go back to Sal's price target and forecast. We already see some major flaws:
1. 300k Model S/X in 2019 is way too high to use as a forecast. This should be 100-150k max (based on Tesla's own forecasts in several years, the 30% gross margin goal, and rising base price for Model S/X).
2. Gen 3 will have much lower margins that Sal is forecasting for the first few years. I'm forecasting 5-10% gross margin for the first few years of Gen 3 (eventually rising to 10-15%, and then eventually to 15-18%).
Let's examine some more flaws.
Sal's forecast of expenses seem way overly optimistic, especially in operating expenses. Tesla will be growing like crazy and as a result their expenses will be growing rapidly. Sal's expense growth rate is way too low. Expense growth looks like a moderate growth company, not a fast growth company like Tesla.
Let's try to present a more realistic alliterative 2019 forecast. Everything starts with # units sold and the mix, then gross margin and then profit. Here's what I'm thinking for 2019. I'm going to leave out specific line items and hit the main basics (I think this is a more accurate way to forecast for periods such far out like 2019).
1. Revenue: approximately $28 billion
125k Model S/X (ASP of $88k) = $11b
375k Gen 3 Sedan (ASP of $45k) = $16.875b
2. Gross Margin: $5.32 billion (19% of revenue)
33% of $11b for Model S/X = $3.63b
10% of $16.875 for Gen 3 = $1.69b
3. Operating Expenses: $2.52 billion (9% of revenue)
This is the toughest to forecast, but I'm forecasting 8-10% of revenue (BMW's operating expenses appear to be around 15%, Toyota's are about 9-10%). I think 8-10% is actually fairly optimistic. It could be closer to BMW's though. But let's be a bit optimistic and forecast 9% operating expenses. (Note: if we show operating expenses closer to 12-15%, then net profit decreases significantly as does valuation and stock price forecast.)
4. Operating Income : $2.8 billion (10% of revenue)
5. Net profit: $2 billion
I'm being generous here as well. This is post tax, adjustments, etc.
6. P/E multiple: 50
Ok, let's accept Sal's proposed 50 P/E because Tesla will still be super growth mode.
7. Valuation: $100 billion market cap ($2b earnings x 50 P/E)
8. Stock price: $714
based on 140m shares (after some dilution and maybe another offering)
Alright, there you have it. $714/share in 2019.
Now, a disclaimer. 2019 is so far off and Tesla's is a high growth stock so it's really impossible to expect to be able to forecast an accurate assessment of TSLA's valuation, revenue, profit, etc several years out from now. So, this is more of an exercise in what could happen if Tesla sold 500k cars in 2019. I think we're looking at a possible stock price of $714, and not $2456 as proposed by Sal's article.
Now, do I think TSLA could be higher? Sure. But the way I think Tesla could be higher is mainly through an increased P/E multiple that investors give TSLA because demand for Gen 3 is crazy high.
So, I think it's possible for investors to give TSLA a 75 P/E. In that case, we could be looking at a $150b market cap and a share price of $1071. So, if you had good reasoning and numbers, I probably wouldn't argue against you if you were to say you expect TSLA to be at $1000 in 2019. I would say it's possible with an exuberant investor mood/sentiment (ie., 75 P/E multiple). But saying that you expect TSLA to be at $2456 in 2019 with figures that aren't realistic… to me, that's ungrounded exuberance. And to me, that can be very dangerous because it clouds our discernment. We're already dealing with a hyper volatile super growth stock in TSLA. And IMO we need to have a super sharp discernment to filter through the facts and focus on "first data" and not just speculation based on feeling/imagination. That can just add to the noise. We need more signal, and if we need to speculate (ie., forecast numbers) then it should be grounded on what we know to be true (ie., Tesla's own goals for cars, gross margin, etc).
Note:
I think there's two different conversations happening on this thread. One is about Sal's forecast for the next several years (until 2019). That's what I focused on in my post here. Second is about the longer term potential (ie., # units) for Tesla over the next 10-15 years.
In the next several years (ie., until 2019) I think Tesla will be severely production constrained. Personally, I think demand for Gen3 will be beyond anything we've ever seen for a car. I think it'll be mania. But, the reality is Tesla won't be able to produce all the Gen3 cars people want until probably several years after they reach 500k yearly production. In other words, demand will grow significantly faster than production.
I think we need to be realistic about the next several years. I think the most realistic forecast is to follow Tesla's own goals, and to look for a 500k yearly production rate in 2019 or so. I actually think this is quite optimistic. Scaling to 500k cars by 2019 will not be easy in terms of scaling production and securing batteries, etc, but I think it's possible. Anything significantly more than 500k cars in 2019 (ie., 1 million cars), I don't think is realistic. However, I do think the demand for Gen 3 will be high and will only grow. So, I do see Tesla being able to sell millions of Gen 3 in the 2020s (see
Short-Term TSLA Price Movements - Page 616).
It's 2023 actually. He mentioned in 12 to 13 years a number of times, in D11, SXSW, Reuters internals and as recently as in this Bloomberg interview he said in 10 years.
Elon made an actual bet with someone that by 2030 half the new cars sold will be electric. He's mentioned several times in previous interviews that by 2028 it could be possible. Recently, as you've noted, he's made some references that it could be possible in 12-13 years, or most recently, in the Bloomberg interview, in 10 years. But overall, I think you need to "interpret" this. The way I interpret it is that if everything goes exactly right, then half the new vehicles sold in 10-12 years could be electric. But Elon could be thinking that this is only a 5% possibility, but he's putting it out because it's something that's he's hoping for. But realistically, the greater odds is that it takes more time and even his 2030 estimate is optimistic and that's what I'm holding him to.
That said, the two things that will fuel TSLA's stock price and investor exuberance will likely by:
1. Size of the EV market and belief that majority of new cars sold will be electric in near future (by 2030 or earlier).
2. Belief that Gen3 will be $35k and will perform better than a BMW 3 series, thus creating colossal demand.
The combination of those two beliefs will likely form the investment thesis for many TSLA investors over the next few years.