I suspect Elon's observation is primarily for US carmakers - European and Japanese carmakers have quite good EBIT on just new car sales, especially in the premium and luxury segments where Tesla is present. Japanese cars also have excellent reliability and build quality, which reduces the out of warranty service stream.
I'm wondering what @jbcarioca's take is on this.
Beyond software margins, there were a couple of other factors helping Tesla become the only successful new automaker startup of the past 100 years:
All of these were IMHO important factors to Tesla's success.
- Financing, insurance and leasing are the underappreciated gold mines of the car business, and Tesla made good use of this to improve both the owner experience and margins. Other U.S. carmakers have ceded this source of income to the dealership cartels.
- Aggressive vertical integration forced upon Tesla by an ICE OEM friendly supply chain distrustful and dismissive of Tesla. This improved margins, increased flexibility and seeded in-house innovation. Today Tesla probably already has more in-house automotive and tech talent that understands the entire car and is able to perform whole-system innovation and optimization than any of the other major carmakers. With a system consisting of thousands of parts this is an underestimated factor.
- As a Silicon Valley startup, equity compensation was always a natural and major component of Tesla's labor costs. This reduced cash outflows, while attracting and retaining top talent. It also protected Tesla from union influence like the UAW, who'd have sabotaged Tesla from within. (UAW prefers to structure members as contractors and avoids equity compensation, knowing that strikes are harder to sustain if the stock price is tanking and members get nervous due to equity exposure.)
- Tesla equity and debt investors risked well over $10b of their money to help Tesla past its first 15 years, against an unprecedented barrage of disinformation, lies and direct malicious interference with Tesla's business.
- Sheer dumb luck. There's just so many alternative universes where:
- Elon would have been noticed by one of the attentive VCs in the roaring 90s who'd have snapped him and Kimbal up into one of the software companies of Silicon Valley and he'd never have become an entrepreneur himself.
- Or one of the alternative universes where Tesla made just one more critical mistake somewhere in the early stages.
- Or one where McCain won over Obama and the Republican establishment would have suffocated all this green economy nonsense in its infancy, to protect coal and oil "jobs".
- Or one where SpaceX wouldn't have been bailed out by NASA, which I'm sure was a factor to Tesla credibility and early VC investor sentiment as well.
- Or one where Mercedes (and Toyota) didn't invest $50m in Tesla at a critical stage. Btw., that stake would be worth over 6.5 billion dollars now, had Daimler not sold their ~10 million shares they bought for ~$5/share for about ~$70/share. They cashed out thinking it a genius 14-bagger, only to lose what is now a 130-bagger ...
- Tesla's mission was and continues to be a significant benefit as well, because it helped retain both employees and investors: "even if I'm wrong and all this money is gone, I gave a worthy cause a fair shot to help save the planet". The ratio of #NeverSellASingleShare Tesla investors is significant I believe.
- Finally, unlike other founder-CEOs, Elon never cashed out of his Tesla shares, not even in small amounts - which is unusual and which supported the TSLA price as well. He did this at a considerable personal risk.
What I find amazing, is that Elon essentially went all in to save Tesla in its early days. As an investor , I’ve never bought into the pure business value of electrification alone. Elon essentially confirmed this view in the Third Row Podcast interview, saying it is only the combination of electrification and autonomy which enabled Tesla to be disruptive and succeed.
So for anyone who has ever doubted Elon’s intentions, he really did go all in on Tesla purely for his stated mission without autonomy in his line of sight and little hope of a big future payday. In my opinion, it was somewhat a stroke of luck that autonomy became possible in 2012, with the invention of deep nets. Without this selfless, singular leap of faith, the incredible lead that Tesla now has would not be possible.