Big Blue 1011
Member
Interesting update on the store closures, obviously some disorganisation and unnecessary pain, but I wouldn't really call it a reversal of strategy, just an adjustment.
Before an unspecified number of stores were being closed over an unspecified period of time. Now we are told 10% are closed already and 20% are under review, and not all of these will close. Maybe this means c.20% of stores will close overall. The update says this is c.half as many closures as previously planned, so maybe c.40% were planned to close previously.
Tesla will still move to fully online sales and it looks like they will still remove employee commission. Most significantly, a major part of the savings before were on cancelled future store openings - I presume this is where the majority of SG&A savings will still come from in 2019. I presume Tesla will also still likely drop very costly court battles over dealership rights in many states (while continuing to fight for service rights where this is still not legal).
Hard to know what has driven this updated strategy; it could be positive or negative reasons. It could be just that Elon was willing to take on feedback from staff, investors & customers and is not too stubborn to change his mind. Maybe demand mix for the non base car was higher than expected so they think it makes sense to raise prices. Maybe demand bump from the lower prices was lower than expected so they decided to maintain the extra sales channel and extra margin per car. Maybe exiting leases was harder than anticipated. Maybe it was just an excuse for a temporary price reduction to shift Q1 inventory. Maybe the added cost from keeping an extra 20% of stores open with less staff is lower than the new 3% price increase and this will be positive for operating margin.
That’s a lot of maybes and you could well be correct, but I’d be scared to death to buy at the open today. After the retail trades settle, the institutional traders will wade in. If they push the SP higher by the close, I’d agree this is much ado about not much. Otherwise, it could be a rough slog. Which it shouldn’t be, given all of the positive news regarding SR release and Model Y reveal.