AnxietyRanger
Well-Known Member
Is it really completely unreasonable, though, to consider the possibility Tesla's PR might be a bit too optimistic intentionally/knowingly - or at least should know better, but still continue being too optimistic? Being too optimistic might seem like a good idea at a time for them to keep people interested. But perhaps it would be a good time to start being a bit too pessimistic instead, judging by the number of "over promise and under deliver" type of sentiment bandied around - the saying does sound awfully better the other way around.
Anyhoo, I think there are three different things at play here. Not all people seem to agree or disagree on the same things. Perhaps it would help to spell them out:
1: First of all, the 10% being thrown around. Elon indeed talked about a small single-digit increase. One might read that even as something much smaller than 9%, I wonder if it wouldn't be unreasonable to assume even less than 5% because the word "small", but in any case an expectation of less than 10% wouldn't be unreasonable at all. 10%+ seems moving goal posts. At the very least, Model X 85 should cost "small single-digits" more than Model S 85D at the time, for the estimate to make any sense. 10% more would be missing the mark. Now, that was of course just an estimate or a goal from Tesla at the time, but as far as them meeting that goal, 10%+ would be missing it.
2: The second thing is, should the pricing be compared to a dual-motor Model S or single-motor Model S. At the time of Model X launch, there was only a single-motor Model S and a suggestion that Model S would perhaps only get dual-motor after Model X, so it wouldn't be completely unreasonable to assume the price-increase was related to the additional motor and thus both Model S D and Model X would be "small single-digit" increases compared to Model S, not necessarily compared to each other. Then again, there was also talk of single-motor Model X I believe, so this isn't as clear-cut. Realistically, there is more to Model X than just an additional motor, the larger chassis and those falcon wings are probably price factors, so in any case I expect Model X to cost more than Model S D. But how much would be a reasonable expectation and still be within what Tesla said?
3: Thirdly, there is the question should the pricing be compared to a Model S price at the time of original Model X prototype unveiling or at the time of eventual Model X production start. I think only a minority expected the low single-digits increase to refer to 2012 pricing. I guess one could read it like that, but that's not really realistic I think. Though, one might have some case of comparing to Model S pricing during the originally estimated release time, if one reserved early - say, if Tesla gave you info to expect you could order in early 2014 then you might reasonably hope to do so at early 2014 Model S pricing levels plus the percentages, but that's about it. In my opinion people would have a far "better case" (not legally, but morally) with the first two points than to expect years-past Model S pricing to be the comparison point.
+10% compared to a 2015 Model S D model may be a fairly risk-free personal estimate, even realistic considering how much Tesla has missed some marks, but that doesn't really mean it would be the right thing to get in the end. I would recommend using that estimate too to leave you some risk buffer, but I'm not as sure letting Tesla completely off the hook - if that's the reality - is the right thing either. If people feel Tesla should stop making too optimistic-sounding estimations (be it price or schedule) in public, then it would be better to let them and the public know than to accept it silently. The worst thing is the nagging feeling they might be too optimistic in public knowingly, to keep people interested longer. If nothing else, changing things to get rid of that feel would be nice.
Finally, not really a Tesla pricing issue directly, the long delays for Model X has caused some to miss or risk missing goverment subsidies. Although that's not relevant directly to Tesla's comments on Model X pricing, it is a factor that affects real price, but for Tesla's part (and moral responsibility) is in my opinion more related to the delays aspect and the PR therein. For someone with a reservation and money lined up, that matters too of course.
I don't mean to sound too critical on Tesla. Model X is still firmly on my list and Model S is great. Clearly the PR department as well as scheduling, change and risk management and pricing are areas where Tesla has got their work cut out for them - and it is an interesting discussion in its own right (and hopefully helpful too for all sides).
Anyhoo, I think there are three different things at play here. Not all people seem to agree or disagree on the same things. Perhaps it would help to spell them out:
1: First of all, the 10% being thrown around. Elon indeed talked about a small single-digit increase. One might read that even as something much smaller than 9%, I wonder if it wouldn't be unreasonable to assume even less than 5% because the word "small", but in any case an expectation of less than 10% wouldn't be unreasonable at all. 10%+ seems moving goal posts. At the very least, Model X 85 should cost "small single-digits" more than Model S 85D at the time, for the estimate to make any sense. 10% more would be missing the mark. Now, that was of course just an estimate or a goal from Tesla at the time, but as far as them meeting that goal, 10%+ would be missing it.
2: The second thing is, should the pricing be compared to a dual-motor Model S or single-motor Model S. At the time of Model X launch, there was only a single-motor Model S and a suggestion that Model S would perhaps only get dual-motor after Model X, so it wouldn't be completely unreasonable to assume the price-increase was related to the additional motor and thus both Model S D and Model X would be "small single-digit" increases compared to Model S, not necessarily compared to each other. Then again, there was also talk of single-motor Model X I believe, so this isn't as clear-cut. Realistically, there is more to Model X than just an additional motor, the larger chassis and those falcon wings are probably price factors, so in any case I expect Model X to cost more than Model S D. But how much would be a reasonable expectation and still be within what Tesla said?
3: Thirdly, there is the question should the pricing be compared to a Model S price at the time of original Model X prototype unveiling or at the time of eventual Model X production start. I think only a minority expected the low single-digits increase to refer to 2012 pricing. I guess one could read it like that, but that's not really realistic I think. Though, one might have some case of comparing to Model S pricing during the originally estimated release time, if one reserved early - say, if Tesla gave you info to expect you could order in early 2014 then you might reasonably hope to do so at early 2014 Model S pricing levels plus the percentages, but that's about it. In my opinion people would have a far "better case" (not legally, but morally) with the first two points than to expect years-past Model S pricing to be the comparison point.
+10% compared to a 2015 Model S D model may be a fairly risk-free personal estimate, even realistic considering how much Tesla has missed some marks, but that doesn't really mean it would be the right thing to get in the end. I would recommend using that estimate too to leave you some risk buffer, but I'm not as sure letting Tesla completely off the hook - if that's the reality - is the right thing either. If people feel Tesla should stop making too optimistic-sounding estimations (be it price or schedule) in public, then it would be better to let them and the public know than to accept it silently. The worst thing is the nagging feeling they might be too optimistic in public knowingly, to keep people interested longer. If nothing else, changing things to get rid of that feel would be nice.
Finally, not really a Tesla pricing issue directly, the long delays for Model X has caused some to miss or risk missing goverment subsidies. Although that's not relevant directly to Tesla's comments on Model X pricing, it is a factor that affects real price, but for Tesla's part (and moral responsibility) is in my opinion more related to the delays aspect and the PR therein. For someone with a reservation and money lined up, that matters too of course.
I don't mean to sound too critical on Tesla. Model X is still firmly on my list and Model S is great. Clearly the PR department as well as scheduling, change and risk management and pricing are areas where Tesla has got their work cut out for them - and it is an interesting discussion in its own right (and hopefully helpful too for all sides).