Ah now I'm beginning to understand why we differ on this issue. I think growing the customer base beyond early adopters will be extremely easy for Tesla. I've never been an early adopter of anything and yet I want a Model 3...and I don't think I'm the only one. People will be queuing for years just to be a "conquest" of Tesla. IMO conquest is a misnomer here.
Good, we're making progress. Often disagreement exposes different sets of assumptions and expectations.
The situation that concerns me the most are the years between product launches. For example, demand creation this year should be pretty easy because the Model X is so new. Truly the hang up this year, if there is any, will be on the production side. However, for the sake of argument suppose that the Model 3 launch gets pushed out to 2019. We could perhaps do 120k Model S/X in 2017, but pushing this out to 180k in 2018 may reach market saturation limits. If 2016 and 2017 had been exploited to draw in lots of new customers, then a portion of these can be tapped to buy a second car in 2019. So expanding the customer base created a base level of demand that can support growth even when no new product is being offered.
In fact, I am quite optimistic about the Model 3 coming out by the end of 2017, so I am not particularly concerned about the scenario above. But it illustrates a point. And indeed I believed we lived through this problem last year. The Model X was too late to give 2015 sales a real boost.
But there is a longer-term issue here about building a customer base. The companies that have to spend the most on loyalty are the established companies with substantial market share to lose. Currently, Tesla is on its path to gain its first 1% of market share. Indeed it is mostly supply constrained, so even if competitors were able to lure away most of its customers, it would still be able to sell every car it makes. The situation is different, when Tesla has say 5% market share and would like to grow that to 7.5% in one year. Gaining 2.5% market share in one year is really hard. Tesla will need a solid base of established customers buying their second, third or fourth Tesla, plus a massive infusion of new first-time buyers. And keep in mind that when Tesla has 5% market share, EVs will comprise maybe 25% of the new car market. So being the only EV maker with a compelling product is not going to cut it. There will be other compelling EVs on the market, or they simply will not command 25% of the new car market. So at this level, a well cultivated base of loyal customers is prerequisite to further growth.
So how does Tesla prepare itself for that reality only about 10 years away? Well, consider the early years of Amazom. They were all about building up a huge customer base, and that was absolutely critical to Amazon surviving and becoming the online retail market leader. In the 1990s it was relatively easy for Amazon to acquire customers. To do that in this decade is much more difficult. How many people have ever bought anything at jet.com? And yet practically everyone has bought something at Amazon. This is the sort of foundation I'd like to see Tesla lay in the next couple of years. The Model 3 is a huge opportunity to acquire new customers. We need to get those customers in 2017 so that that they can buy two more Teslas by 2025 and keep buying a new Tesla every four years thereafter. It's not going to get any easier to acquire these customers than it will be in 2017 when the Model 3 is the hottest thing on the market.
So I view the Model 3 as a customer acquisition event. It's not about making a single sale. It's about making a new customer for life. That is why we roll out the red carpet. These new customers should be shown the utmost respect because the longterm growth of Tesla depends on it. The reason why we should want 200k Model 3 reservation is not merely because that will convert into $10B in one-time sales, but because 200k new customers translates into more than $50B sales over the next 20 years. Or put another way a rate of $2.5B per year with 10% profit margin and a 20 P/E adds about $5B to Tesla's market cap. So acquiring an extra 200k customers via the Model 3 really ought to matter to use as shareholders.
So I absolutely love our existing loyal customers, but I do not want to delay new customer acquisition and incremental market cap on order of $5B by an extra year just to privilege them. There are many other ways to reward customers without delaying new customer acquisition.