Great video Thanks for posting.
Jon brings a to me new but very valid point up which is the Google search results for Tesla against all other Auto companies who revealed EVs or promised to do so. That chard is telling and has a high correlation to the units sold chard for EVs already today and even more so IMHO going forward.
IOW at the end of the day the consumer will decide with his money who will be ahead and with by a large margin more people searching for Tesla in google, it is a fair prediction that those are either the reservation holders from today as well as the buyers from tomorrow.
The car industry is not monolithic. The car enthusiasts and sports car fans are up on what Porsche is doing, but the rest of the public doesn't pay attention. Porsche had an SUV out for a few years before I noticed. Porsche's customer base is mostly made up of sports car enthusiasts who do want the best sports car they can find and people who want to flash the Porsche nameplate around.
Jaguar is another company known more for performance cars, in their case more performance touring cars, than family cars. I do think the general public would probably find the iPace more interesting than the Mission E, but both companies are niche players and the bulk of the public would never buy either.
The Mission E is aimed at the Model S P100D, which is probably the lowest volume seller in the Model S line up. It's the halo car in Tesla's line up, the best performer, but if Tesla lost that niche of the market it would hurt their bragging rights, but not their bottom line all that much.
Tesla's future is transitioning from a high end car company to the middle of the market. The iPace and Mission E are going after where Tesla was 2 or 3 years ago and neither car will be available at even Model S volumes for a few years, which puts them competing with the 2014/2015 Model S instead of the 2019 Model S.
Porsche especially has more resources than Tesla and maybe they will be making an equivalent number of Mission Es in 3-4 years. Jaguar might do the same with the iPace (though they don't have the resources of the VW Group, they still have decent resources). But they are behind the curve and most of the public is much more interested in what Tesla is doing than what the legacy auto makers are doing.
It's kind of like Apple and Android. Google was able to scramble and get another smart phone OS out in fairly short order to iOS's release. Android has more overall market share, but Apple is still able to charge a premium and makes more money than any of the competitors with Android.
Android isn't bad and has a few advantages over Apple products (superior interoperability with Windows being one of them). But Apple is one of the richest companies in the world. Most of the public thinks of Apple first when asked to name companies that make cell phones. Even Android users would probably be able to name their brand and maybe one other Android brand, but they would name Apple as a cell phone maker too.
I shy away from comparisons between Apple and Tesla because their industries are very different, however in this regard I think the parallels are apt.
I’m assuming that Musk believes production numbers alone will cause an “explosive” rise in the SP, but if he has another trick up his sleeve there are lots of options. My favorite would be the sale of the utility TE business.
The consumer TE business (Powewalls and solar roofing) makes some sense to be part of Tesla to leverage auto customer base, but sales of big TE projects to major utilities is a completely separate business. Why not sell that to a utility? It would inject billions into the balance sheet overnight, without reducing enterprise value since that business isn’t being factored into the SP value currently.
A multi-billion cash infusion without dilution or repayment obligations, coupled with imminent cash flow positive operations, would indeed cause the short burn of the century.
Most of TE's business is different from the car business in the sales and delivery end, but the production side is similar. Stationary storage uses different chemistry from the cars, but the tech is pretty much the same. The Powerwall has a lot of automotive tech in it.
They would find it very difficult to sell off TE because they produce so much of TE's current products at the GigaFactory with the car parts. They could let the solar panel part of the business go, but that's about the only part they could sell off.