It's true that Tesla records R&D in Operating Costs instead of COGS (Auto makers include them in COGS).
In Q3, Tesla had margins of 19% (see below). If you included R&D in COGS, Tesla's margins would have been about 14%. Still very competitive when compared to Fiat/Chrysler and Ford (both at 13% in the lasted quarter). VW shows 19% but they have huge scale.
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Here are some of my thoughts:
- Regardless of where you put R&D, they fall to the Operating Income for all companies. So OpInc is apples to apples and with Tesla showing 4% OpInc % in Q3, they beat FCAU (1%) and Ford (3%) and lag VW (7$) - see table above.
- Most companies outside of Auto do not include R&D in COGS - seems to be unique to Auto industry.
- I believe that the Auto companies put R&D into COGS because most of their R&D is related to autos that are in market. Their R&D is to enhance the sales of existing cars. Whereas Tesla spends much of their R&D on cars that have not yet come to market and have no sales (e.g. MY, CT, Semi)
- It is quite amazing that Tesla can drive margins of 19% and OpInc of 4% with only $6B in quarterly sales. Once Tesla gets to $20B or even $10B in Quarterly sales, they will gain huge economies of scale and will outperform all of the competition.
EDIT: Need to add this: Should we be comparing Tesla to companies in the Auto industry? I don't think so. Tesla is much more than an Auto company.