Dave, I agree with you on a lot of points. I've been thinking about this a lot and I'm also fearful of Uber taking over the world (I'd feel better if I was an Uber investor, but I'm not).
But let's try this exercise and help me understand what will happen.
Let's say Tesla and Uber achieves full autonomy at the SAME time, say, 2019.
In 2019, Tesla is producing ~700K cars/year. COGS of Model 3 is $30K. So with one month production and $1.8B, Tesla can make ~60K autonomous Model 3s. How big an autonomous fleet do you need for a city? There are ~14K taxis in NYC and <100K taxis across the US. (
Taxicabs of the United States - Wikipedia, the free encyclopedia)
Tesla can reserve 200K cars as company-operating ridesharing fleet and deliver 500K cars to customers (which can also be added to the fleet), and this will allow them to compete across the US (Uber's home market). These 200K cars will effectively pay for themselves in a year. Tesla is already invested in building service centers and charging stations to support the Model 3, so that is not a problem.
What does Uber do? Do they operate their own fleet? If so, who makes their cars? Who services and provides charging for the cars? If they continue with a hybrid driver-driverless model (keeping their existing driver network, which is their prime advantage), how do they compete on cost against autonomous cars?
Basically, once autonomous cars are available, Tesla would be able to produce a fleet in weeks (plus any customer-owned cars that are already delivered). Since costs are so much lower without drivers, where is the value in Uber's existing driver network (i.e. network effects)?
@tlo It's a good exercise... here are some of my thoughts.
First, I think you're comparing the ride-sharing/Uber's market to the taxi market and I think that's incorrect. Uber is in a different market. In fact, I'd say Uber's addressable market is at least 10-50x as big as the current taxi market. The reason being is that Uber is causing people who normally wouldn't use taxis to use their service. One example, I'll drop off my car at a shop and take Uber home. Without Uber I wouldn't do that, I might wait around at the shop or do something else. Or another example, I might have my wife drop me off somewhere and tell her I'll take Uber and meet her in a couple hours. Taxis aren't prevalent where I live, so I wouldn't do this kind of behavior unless there was Uber (or a ride-sharing service). In cities, it's even more extreme. People are starting to ditch their cars and exclusively take Uber. They normally wouldn't even think or entertain that possibility in a world of just taxis. But Uber/Lyft are so reliable and convenient that it allows people to use ride-sharing service much more frequently than they would use a taxi. This is what is fueling the hyper-growth of Uber.
So if there are 250k taxis in the U.S. currently, then we'd need to calculate how big Uber's market would be by the time fully autonomous vehicles are approved by regulators. My guesstimate is 2022 (as I've shared in a previous post).
In that case, by 2022, how big will Uber be in the U.S.? I don't know. But I think it's safe to say they'll be a lot bigger than they are now. Especially since they're still growing at a 2-3x clip (although I'm not sure exactly what their growth rate in the U.S. is). I wouldn't be surprised if they're at least 10x as big as they are now in 6 years... They could be up to 20x as big. So, let's say current day Uber is equivalent to the taxi volume in the U.S. (even though I think it's already eclipsed it) at 250k cars. In 6 years, Uber could be at 2.5M to 5M cars (that's 10x-20x).
At 2.5M cars, it's going to take quite a bit to displace Uber.
Sure autonomous cars are going to be much more efficient than cars w/drivers. So, it's possible that 1M or less autonomous cars could replace 2.5M+ cars with drivers.
But even 1M autonomous cars is a lot, and that's just the U.S.
If Tesla were to own the 1M autonomous cars, they'd need to invest at least $30+ billion. That's a lot of money. I don't know where Tesla would get that (unless they have some crazy market cap by that time and can raise that money).
Another option would be for Tesla to have individuals purchase the autonomous cars and have the autonomous cars be placed in Tesla's sharing network.
Here's how I think Tesla has a chance to make this work.
Tesla could PRIORITIZE orders from people who agree to the following:
1. They must live in one of the cities that Tesla is targeting w/ride-sharing services.
2. They must agree to share their car to ONLY Tesla's ride-sharing network when they're not using it or planning to use it.
If demand is high for Tesla's autonomous cars, perhaps many people will agree to the two conditions listed above. Tesla also could give a discount for those who agree to the above conditions (or charge higher to those who don't agree to the above conditions).
If Tesla's production is high enough, and they get enough people who will agree to the above two conditions, then Tesla can deploy autonomous vehicles in high numbers in targeted cities. These autonomous vehicles would be owned by individuals and those individuals will have agreed to share ONLY to the Tesla network.
If Tesla can successfully pull this off, and if by 2022 they are making let's say 2M cars a year, then they have the chance to disrupt Uber. Perhaps Tesla can get at least 1M autonomous cars out in 2022 this way. And if Uber is 1 year late with autonomous cars (ie., by partnership with other manufacturers), then this gives Tesla a way in to compete with Uber. If Uber is head-to-head with Tesla and releases autonomous cars at the same time as Tesla, then Uber can release million(s) of autonomous cars at the same time or even faster than Tesla (since Uber would be partnering w/potentially many auto makers). In that case it'll be much more difficult for Tesla to beat Uber, since Uber has their existing network and they're only making it better.
Tesla would still have a chance though because perhaps their cars would be better (ie., safer, more comfortable, etc). And that could be a selling point for Tesla's network.
Another point to make is that by 2022, it could be a messy and ultra-competitive market. Especially if Google and Apple get into the game as well. It's hard to imagine what kind of crazy fight it would be if Google, Apple, Uber and Tesla all got into the same ring. And in other countries there are formidable companies as well.
Everyone (ie., Google, Apple, Tesla, Uber, etc) knows transport is a huge multi-trillion dollar market, and it's going to be disrupted. And they want a big piece of the pie.