This is a nice view. The field is definitely deepening, becoming less concentrated. Look at what has happened to the market share for the top producer each year. It has fall from 23%, 11% to 9% these three years. The top five collectively held market share of 71%, 46% and 37% in those three. So it will be come increasingly difficult for any EV maker to hold on to a 10% market share. That would actually signal contraction in the field.
It is also important to see that the race is fairly tight among the front runners. BYD and Tesla were separated by about 11k in 2015, but this narrowed to 6k in 2017. BYD grew by 77%, while Tesla grew by 104% in 2017 over 2015. So Tesla is definitely keeping the heat on. But props goes to BAIC for growing five-fold in this two year timeframe.
The frontrunners definitely need to grow at a quick pace if they want remain in the top spots. Come 2019 Tesla could be producing 500k to 600k. That would be 5 to 6 times the volume in 2019. Can BYD, BAIC, and BMW keep with that pace? I hope so. Who else will jump into the top five. If the top five frontrunners are taking collectively 2.3 to 2.8 million in 2019, this will exert enormous pressure on all automakers to get into the EV race. Even though two of these are primarily selling in China, this will still challenge all major automakers to compete with EVs in the very important growth market. Any automaker that is not growing in China is probably not growing globally. So building a competitive EV in China is becoming an essential requirement of growth anywhere.
The top five EV makers collectively held 37% share of the plug-in market in 2017. What will this share be in 2019? Likely it will continue to shirk. Let's suppose the top five (whoever they may be) will hold 30% market share. So with this group producing 2.3 to 2.8 million (so as to keep pace with Tesla), this implies a market size of 7.7 to 9.3 million in 2019. In this kind of competitive scenario, Tesla's market shared drops from 8% to about 6.5%. While that may look bad for Tesla individually, it is actually a huge win for EVs as a market. This would push EVs to nearly 10% share of the whole auto market in 2019. This is much faster EV penetration than anyone in the oil industry would like to believe is remotely possible.
Yet that scenario may in reality be too aggressive on EV growth in such a short time. Any alternative scenario where Tesla grows nearly to 600k in 2019 while EV market is less 6 million implies that Tesla is growing market share and taking the largest share of the market. Some Tesla investors might view this as a plus for Tesla, but a more dynamic EV market could be very good for the stock too.
So the basic point here is that so long as Tesla is growing a fast pace it really does not matter if it is losing market share. What matters for the auto and oil industries is that competition within the EV space is strong. If this is a tight race among the top five EV makers, this spells rapid transformation for the rest of the auto industry and for the oil industry. Fierce competition is a force multiplier of the impact that Tesla is able to achieve.
Thank you for spelling it all out! Basically, the thesis for shorting oil is still very much intact (after this summer's spike of course), because the industry as a whole is changing. Tesla might not have the manufacturing might to replace all the oil demand, but focusing on Tesla's capabilities is missing the forest for the trees.