CapOpp, what did you mean by "The story is also wrong about battery costs.."? What do you think is the truth?
Having a hard time believing the 200 / d "current" European "orders". Sequences clearly show maybe a dozen per day through May 22nd. This data was consistent over time with little variability even over short periods... So either that quote annualizes a very small window of high reservations, or the definition of an "order" is not simply a reservation... perhaps it's when reservations are finalized and the configuration submitted to the factory for production. but then, that would be very much under the discretion of Tesla to decide how many of its reservation holders it prompts to finalize, thus creating "orders" out of the queue. Similar language was used in the 10-Q about "currently receiving orders > 20k", btw...
Or, maybe there was some miscommunication and he really said "About 100". From my observation, the rate should be a bit under 90 / week, or "about 100"...
You are correct, and are looking at the same numbers I do. We measure European reservations directly, so we can be certain that the "Current" reservation rate language means whatever Tesla wants it to mean. They used the same formulation in all of their communications since they stopped tracking reservations, so anything they quote must be taken with a giant grain of salt.
In the case of the U.S. we have numerous lines of evidence that point to current reservation rates being ~20k per year. Frankly, the Consumer Reports story, and the general effervescence building around Tesla as folks realize it is the top selling car in its class (by far) has a decent shot at generating the Cabbage Patch Doll effect for the Model S, so its hard to really work out how demand is shifting around. But everything coming out of Tesla is just fuzzy math and should be regarded as a snapshot, not a projection.
As to the battery price issue, that statement was "wrong" in a couple of ways that to me say that Tesla is sandbagging Goldman Sachs (and the rest of the world). First, (and this might just be the reporter doing bad maths) the reporter reports that Elon claims that batteries will cost less than $100/kWh in under a decade, which is "75% less" than what it currently costs.
Doing basic math we know the reporter thinks that Tesla's current battery costs are $400/kWh. And we probably know how he is deriving that. An 85kWh battery is $10k more than a 60kWh pack. The 25kWh difference between the two means we know Tesla is charging customers $400/kWh.
But of course, that's just what Tesla is charging customers, not the cost of the pack. So that's the first way its wrong.
The second way that the statement is wrong is more basic, and I am working hard right now to really nail it down. Tesla (in ~2011) was claiming that they could deliver their pack at under $200/kWh. The research I am doing right now indicates it is probably already a lot less. I haven't finished nailing the specifics down yet, but I don't see how its possibly more.
So the second way that I consider the statement "wrong" is that I think its possible that Tesla might be delivering battery packs for under $100kWh very, very soon. The "under a decade" bit is pure sandbagging.