dennis
Model S Plaid
@DaveT I feel that you have overlooked a couple of key factors in Model S's declining demand that resulted in a number of logical leaps for other models that aren't warranted.
1) Take a look at carsalesbase.com for any luxury model's demand over a number of years, such as S Class or 7 Series. You will notice a distinct pattern where after a new generation of the product is introduced every 5-6 years there is a jump in demand for 18-24 months followed by a gradual decay for the next 3-4 years until the subsequent generation is introduced. Sometimes there is a mid-cycle smaller bump when a mild facelifted version is introduced but not always.
Model S is almost 7 years old. There is been one minor facelift. It is amazing to me that Tesla has been able to maintain almost flat demand even though a new generation of Model S is clearly needed. This is further reinforced by the number of areas where the Model 3 is superior to the more expensive Model S such as interior convenience features and motor efficiency.
2) Within each price bracket there is a limit to the Total Available Market based on how many consumers can afford a car at that price. Again it is amazing that Model S commands a 30%-40% market share, especially when you consider the number of states where the state legislatures have made it difficult for consumers to purchase a Tesla product.
Auto makers participate in many market segments. Since automobiles is a mature market there is continual sub-segmentation as vendors try to create niches where they can eke out incremental sales gains at the expense of competitors. One such example is the "luxury 4-door coupe" [sic] created by Mercedes with the CLS and copied by BMW with the 6 Series Gran Coupe and Audi with the A7. We see it again with the ridiculous "SUV Coupes" started by BMW with the X6 and copied by Mercedes GLE 43/63 Coupe and now Audi with the Q8. All of these are attempted to attract incremental buyers in a stagnant segment. Tesla is way too immature as a company to participate in any sub-segmentation. That can come later after Tesla is offering products in the major market segments.
With the price points of the S/X Tesla participated in only two segments and was limited to about $10B in annual revenues based on the $100K ASP of those vehicles. With Model 3 Tesla is adding another ~$25B in annual revenue at 500K-600K units. Model Y has the potential to add another $40B in annual revenue. Now we are at $75B for 4 models.
Ford sells 750K pickups domestically. That market has the potential for another $25B in Tesla revenue with 500K units @ $50K ASP. So now Tesla is a $100B revenue company in 2024 just in automotive. Up from $11B in 2017. That's a CAGR of 37%, and a much faster growth to $100B than even Amazon achieved.
My key points:
- Demand for every auto model is cyclical based on the age of the design. The Model S is not immune.
- Every new market segment Tesla enters offers the potential for huge increments in revenue because Tesla is addressing adjacent markets with little overlap with their current market
- Tesla's market reach is limited by the auto dealer lobby in the US and the nascent infrastructure they have in international markets because the company is new
- The true measure of how well Tesla is doing IMO is what their penetration level is in the market segments they currently serve. With S/X they are the segment leader in luxury sedans and SUV's in the US and a number of international markets. The Model 3 clearly has a dominant position in premium sedans in the US and that success should continue in the international markets. Tesla must continue to deliver class-leading products in the new segments they will be entering in the next 4 years. If they do Tesla should be able to command AMZN/NFLX valuation multiples.
1) Take a look at carsalesbase.com for any luxury model's demand over a number of years, such as S Class or 7 Series. You will notice a distinct pattern where after a new generation of the product is introduced every 5-6 years there is a jump in demand for 18-24 months followed by a gradual decay for the next 3-4 years until the subsequent generation is introduced. Sometimes there is a mid-cycle smaller bump when a mild facelifted version is introduced but not always.
Model S is almost 7 years old. There is been one minor facelift. It is amazing to me that Tesla has been able to maintain almost flat demand even though a new generation of Model S is clearly needed. This is further reinforced by the number of areas where the Model 3 is superior to the more expensive Model S such as interior convenience features and motor efficiency.
2) Within each price bracket there is a limit to the Total Available Market based on how many consumers can afford a car at that price. Again it is amazing that Model S commands a 30%-40% market share, especially when you consider the number of states where the state legislatures have made it difficult for consumers to purchase a Tesla product.
Auto makers participate in many market segments. Since automobiles is a mature market there is continual sub-segmentation as vendors try to create niches where they can eke out incremental sales gains at the expense of competitors. One such example is the "luxury 4-door coupe" [sic] created by Mercedes with the CLS and copied by BMW with the 6 Series Gran Coupe and Audi with the A7. We see it again with the ridiculous "SUV Coupes" started by BMW with the X6 and copied by Mercedes GLE 43/63 Coupe and now Audi with the Q8. All of these are attempted to attract incremental buyers in a stagnant segment. Tesla is way too immature as a company to participate in any sub-segmentation. That can come later after Tesla is offering products in the major market segments.
With the price points of the S/X Tesla participated in only two segments and was limited to about $10B in annual revenues based on the $100K ASP of those vehicles. With Model 3 Tesla is adding another ~$25B in annual revenue at 500K-600K units. Model Y has the potential to add another $40B in annual revenue. Now we are at $75B for 4 models.
Ford sells 750K pickups domestically. That market has the potential for another $25B in Tesla revenue with 500K units @ $50K ASP. So now Tesla is a $100B revenue company in 2024 just in automotive. Up from $11B in 2017. That's a CAGR of 37%, and a much faster growth to $100B than even Amazon achieved.
My key points:
- Demand for every auto model is cyclical based on the age of the design. The Model S is not immune.
- Every new market segment Tesla enters offers the potential for huge increments in revenue because Tesla is addressing adjacent markets with little overlap with their current market
- Tesla's market reach is limited by the auto dealer lobby in the US and the nascent infrastructure they have in international markets because the company is new
- The true measure of how well Tesla is doing IMO is what their penetration level is in the market segments they currently serve. With S/X they are the segment leader in luxury sedans and SUV's in the US and a number of international markets. The Model 3 clearly has a dominant position in premium sedans in the US and that success should continue in the international markets. Tesla must continue to deliver class-leading products in the new segments they will be entering in the next 4 years. If they do Tesla should be able to command AMZN/NFLX valuation multiples.
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