TN Mtn Man
Member
Very true. But there was more to it than that. "Early Adopters" were key. Those with a high discretionary income that could spend the money on a vehicle with limited range. That had minimal charging infrastructure (Superchargers were very limited). That bought those cars not because they were the best value, but because they either liked the novelty, saw them as a step towards the future or wanted to make a statement concerning climate change. Not a lot different than early adopters of cell phones. We all owe the early adopters that made these industries possible.You are speaking endlessly about pricing and ignoring costs. Nobody disputes there was a bigger premium for EVs 10 years ago. But that premium was there because costs were vastly higher.
The batteries on that Model S set Tesla back $50,000 - $60,000 and they sold them for $65k - $110k. The Mach E batteries might cost $12k tops and they are selling them for $50k. Ford has plenty of room for profitability in there.
If you want to talk about “advantage”, Tesla’s advantage is the fact that it takes a huge amount of engineering and legwork to get this right and Tesla had 10+ years to spread that engineering and legwork across. Because they squandered that time, Ford has to figure out how to cram that same engineering, materials sourcing, and infrastructure build out in 3 years while they are selling the product of less than 1 year of engineering efforts.
I agree with your first point though, Ford might indeed turn their ship around. But this idea that Tesla had “advantages“ and “had it easy” are ridiculous. Tesla was entering an industry against a wall of entrenched competition with 100 years experience crushing startups. “EASY” LOL.
Now the market is starting to shift. The industry is trying to appeal more to "mainstream", middle income and value conscious buyers. Tesla's recent price cuts are a major step in that direction. Still tough to sell a $50k MY to someone with a modest discretionary income that's looking for economical transportation when they can buy a Rav-4/CRV/Sante Fe or Equinox for $30. But-you can option up those cars and still end up well into the $40s, so you may well be taking sales from the higher-end versions of those cars-especially when the factor in the benefits of Tesla. Much easier to do with a $50k car than a $66k one. Still IMO have a ways to go-when a MYLR can sell for $40k with a good margin, you have a real animal for taking sales from legacy.
Now this is something that is somewhat regional. Some areas have a higher average wage scale, so selling "premium priced" cars is less of an issue. But in much of the country, and for a great many workers, value and price are driving factors in any purchase.