I believe Tesla pulled the plug on the SR and on the aggressive price reductions for the following reasons:
- The various recession and tariff war risks have gotten significantly lower in the past month, and especially one of Tesla's biggest growth markets (China) probably won't see punitive tariffs anymore. China tariffs were the worst for Tesla, as they were double-trouble: they increased both parts costs of goods, but also increased end customer prices and depressed Chinese demand. The effective tariff cost for Tesla's sold in China was around 65% in December, now it could be back to 15% after an agreement between China and the U.S.
- Tesla probably had two plans for two scenarios:
- "global recession hunker-down", in which they'd do 7k/week Model 3's and high margin S/X's to generate cash and use existing demand even in a recession,
- "global recovery/growth", in which they'd introduce the SR and grow aggressively, as the $35k version possibly doubles the addressable market. Price reductions increase the addressable market non-linearly, and a $35k price point could in principle capture more than 50% of all sedan automotive revenue in any particular market. (!) We are talking about Tesla products becoming readily affordable to an addressable market of over 10 million units per year, every single year, even without any EV incentives. Very lucrative.
- There's various hints for this in existing communications, for example Elon explained it during the conference call that their 2019 demand expectations strongly depended on whether there's a global recession:
- Elon Musk:
"Okay. And we expect that exponential to continue. So with the deliveries this year being - even in the face of - if there's a global recession - even if there's a global recession, we're expecting deliveries this year to be about 50% higher than last year. And this - it could be a lot more than that. But even with tough economic times, to see 50% growth is pretty nutty."
- [...]
"Yes. Maybe in the order of 350,000 to 500,000 Model 3s, something like that this year."
- And the "no global recession" outcome seems to be materializing, which allowed them to pull the plug on the hyper-growth variant and the SR version which is at +40% higher production levels than the conservative baseline.
- Yesterday Elon also reiterated the guidance they gave in the conference call: 350k-500k Model 3's and 70k-100k S/X's, which are a production of 420k-600k - with a possible maximum combined production rate at the end of 2019 of nearly 12k+2k=14k units/week (!). This is almost the double of the very cautious, conservative guidance of 6k/week+1.5k=7.5k units/week in their Q4 shareholder letter.
- There's a lot of added benefits as well: all competing EV products pricing structures are in disarray, plus $35k puts a hard cap even on ICE (sedan) sales. There could be a lot of organic demand growth.
But bootstrapping this growth and expansion plan will probably turn Q1 GAAP profits/EPS red:
- there's one-time restructuring costs,
- plus probable fixed capital costs from the SR production line (the new, football field sized 'Grohmann machine' at the Gigafactory that is probably making the SR battery packs) will be distributed among just ~1 months of SR units, not ~3 months,
- there's also the fact that both Europe and China deliveries required a bootstrapping/ramp-up, so neither Q1 revenue nor cash flow will be (close to) 100% of what it could be in steady state,
- there could be higher opex from service and Supercharger expansion, which would be leading the revenue and income growth by a couple of months.
Anyway, if most of these expectations materialize and Fremont is able to keep up with production and there's no major macroeconomic or Tesla specific negative surprise, then Q2 could be something special...
Yesterday's changes has turned Q1 and Q2 modeling and estimates into a really difficult job. Again. Elon is certainly not the patient type.
I'm curious what
@ReflexFunds thinks about the income and cash flow impacts of these changes.
Also, the FUD will continue, which might delay recognition of these outcomes in the stock price until investors will start stumbling over the actual evidence, in a few months.