I was looking at Musk's subsequent statement, in Feb 2018 (Q4 conference call)
Small correction: it was in February
2019 - it was the Q4'2018 earnings conference call. (Not that it matters.)
where he said: "we expect to introduce the standard range Model 3 sometime probably the middle of this year is a rough, rough guess."
The exact context was:
"Our next question comes from Emmanuel Rosner with Deutsche Bank."
Emmanuel Rosner:
"First, I wanted to ask you about the short-range Model 3. What are your latest thoughts in terms of timing of introduction? I think at some point, you had in mind to do it in the - maybe the first half of this year. And just to clarify, when you're sort of talking about the outlook for 2019, the number of deliveries up 50% and then the margin target for Model 3 to get to 25%, does that assume that you're introducing a lower range, the short-range Model 3 at some point during the year?"
Elon Musk:
"Well, you could call it the standard range, but it's maybe short by Tesla's standards, but it's long range by other manufacturers' standards. So - but yes, we expect to introduce the standard range Model 3 sometime - probably the middle of this year is a rough, rough guess. And we're working hard to improve our costs of production, our overhead costs, our fixed costs, just costs in general. I think this past year, while extremely difficult, has driven us to a high level of financial discipline. I think we're way smarter about how we spend money, and we're getting better with each passing week. Yes."
Emmanuel Rosner:
"And so to be clear, the - you expect to reach at some point this year - or you're targeting at some point this year 25% gross margins on Model 3, and that's despite introducing the lower-end - or just the standard range Model 3. Is that correct?"
Elon Musk:
"Yes."
But note that
later in the same call Elon said this, when asked about the Standard Range:
Toni Sacconaghi:
"Okay. And as you think about 2019, you talked about sort of scenarios for demand and how you plan to roll out the intermediate range and then ultimately the standard range. What is - if you do have to make a trade-off on volume or profitability during the course of the year, meaning to get the volume you need or you think you can deliver, you have to go to lower margins or vice versa, where's the trade-off? Is - are units produced most important to you? Or is delivering the 25% gross margin more important? So if you have a chance to deliver 450,000 or 500,000 cars but they'll be more standard editions and gross margins will end the year at 20%, is that - are you willing to make that trade-off?"
Elon Musk:
"My guess is it ends up being sort of about [six of one half dozen of the other] where if there's a given amount of free cash flow, you sort of decide - you decide to achieve that with a smaller production or smaller volume of cars or at a higher margin or large volume cars at a smaller margin. I think we're already towards the second. We're going to make more cars at a lower margin, but I think it's more or less a flat rate."
(Emphasis mine, and note that I slightly edited the transcript, the transcriber didn't understand Elon's mumbled 'half dozen of the other' saying.)
Here Elon already indicated that they are going towards volume in the "volume vs. margin" trade-off. In the context of the Standard Range.
Reading between the lines it was proper for Elon to pin down the SR introduction date too early, due to the Osborning dangers.
At the time, it seemed he was allowing for a later rollout with the "rough, rough guess," but I suppose one could argue that he was allowing for an earlier roll-out. But, that later interpretation doesn't seem likely to me. I continue to believe that the decision to roll out Model 3 SR early was done during the month of Feb, as Jan data came in and they started to figure out what they could do to spark demand.
That's one possibility, here are some other possibilities:
- Elon promised a Model Y unveil for March 15 - but they realized that to credibly promise the $39k entry price and not be attacked immediately for not even meeting their $35k promise they'd have to unveil the Standard Range first.
- The Grohmann Machine was ramping up better than they expected, and it started spewing out hundreds of SR battery packs - so why no use that production capacity of a new, football field sized assembly line?
- Tesla had the Standard Range plans on hold assuming that Q1 was going to be a bad quarter. Once they saw that both the EU and the China production is going relatively smoothly and ships will probably start arriving they started making thoughts about triggering a really good end of Q1 delivery push, in the hope of a profitable Q1. The key to that is not just U.S. demand, which was understandably weaker after Q4 for various good reasons, they wanted to create a "demand pulse" that can absorb ~1 months of world-wide Model 3 production in the U.S., and in particular on the West Coast ... I.e. they had to generate a pulse of about 200% of the organic sustained demand they'd normally rely on (!).
- Announcing the Standard Range and closely followed by a low-key announcement of the Model Y were all attempts to create that 'demand pulse' to flush 100% of their production in Q1 in just 30-40% of their markets ...
- An additional reason for the 'demand pulse' at the end of Q1 was the introduction of HW3 in April and a possible minor refresh of the Model S/X. Any inventory units not sold in Q1 have a HW3 upgrade cost, probably in the ~$1,500 range: they throw away a board worth ~$500, add in a new board worth ~$500, plus labor and logistics cost.
So yeah, while I agree with you that seeing really poor February delivery numbers might have accelerated their plans - but I'd say the above list also gives pretty strong justifications for the plan they executed.
My guess is that it was a mix of
all these factors.
Also, I don't quite get the logic of being concerned about U.S. demand: we all knew Q1 could be bad seasonally and also due to the tax cliff, which is a temporary factor. Tesla doesn't have infinite demand in any of their markets, but Tesla has a large number of demand levers, and
demand levers are there to be used. They still haven't pulled some major demand levers.
Anyway, we'll see the delivery numbers in a week.
![Stick Out Tongue :p :p](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)