Here's why I think Tesla keeps reducing prices at the expenses of profits.
Elon hates short sellers and fearmongers, obviously. He'd like to prove them wrong and regain Wall Street's support. However, Tesla's mission matters more than personal/business success, and that one top objective of short sellers is just to distract the company from following its master plan. So Elon has to make sure the company focuses on the very long term goal of making all terrestrial transportation go electric.
The best way to do that is for Tesla to produce as many EVs as possible and get people to buy them instead of an ICEs.
The problem is that Elon knows it's taking too long for Tesla and other EV manufacturers to scale up production, sales, deliveries, charging and services:
- Tesla's sales and growth are strong but have little effect in a world where ICE are selling at ~100 million units/year
- Competitors are still reacting very, very slowly
- Day by day, the climate crisis keeps worsening,
So they decided to turn the tables: make ICE sales fall faster than EV sales grow by cutting prices as fast as Tesla can bear. At some point, consumers will have no choice but to either buy a Tesla or wait for good/better EV to come up. Real Tesla shareholders will wait…
ICE manufacturers will be forced to follow ("oh, we can do that too, our cars are good, we're efficient, we're strong, we friends...") but they won't be able to match Tesla speed. Margin will shrink, executive will resign, roadmaps will change, employees will doubt, supplier will go bankrupt, alliance will break, and assembly lines will stop.
That's disruption.