I'm really surprised there are not more posts about demand right now on this forum (or if I've missed current ones, please provide some links). I'd love to hear more educated guesses about demand and shipment forecasts for this quarter and the next few quarters (particularly some of the educated guesses that stem from country registrations where we do have some knowledge).
To me, softness in near-term demand is the biggest change in terms of the Tesla investment picture in the past year -- and its absolutely critical. It seems obvious to me that the cost cutting and erratic actions on pricing in the past three months were directly related to softer demand than Tesla anticipated. Musk basically conceded as much when he said that "people want to buy the Model 3, but the price is just too high" (I'm paraphrasing). That's an admission that demand is not where they thought it would be for the Model 3. Also, I think Tesla has been surprised about the softer than expected demand for S and for X. Here are some issues.
1) Going back to 2013 or so and the company's estimate for combined S and X global demand was 40k units annually. Initially, demand proved to be much higher than Musk or anyone else had assumed. Expectations soon ramped up to 100k units annually. At this point, it's always hard to re-calibrate expectations, but if steady state demand for S and X is actually 60k-70k annually, would that be so surprising? Relative to initial expectations, the products would still be home runs. And there are some reasons why a new steady state of demand might be falling into place.
2) With the model 3 production delayed, perhaps Tesla was forced into a situation of goosing demand as best it could for S and X for a couple of years by way of unsustainable referral programs. They also had the benefit of people buying the S since the 3 was not available. So, perhaps the 100k annual target looked much more solid than it was.
3) This dynamic may have now have reversed. The overly sweet referral program has ended. Moreover, some people are surely buying the 3 in lieu of the S. Comparisons with the 3 also really hurt S and X in the seasonally slow Q1 as people realized the battery and drive train in the 3 were simply better. It's logical to think that some people waited on S and X purchases in Q1 until Tesla updated the guts of those cars. So, to be clear, we may see some rebound with the new, refreshed S and X cars. I think this is what Elon and Tesla were expecting about the time of the Q1 conference call. I worry that the latest email from Elon imploring employees to reduce cost stems from the fact that they have not seen the S and X rebound they were hoping for thus far in Q2, which brings me to the very last demand point.
4) I think some of the chaos (and some of the FUD) around Tesla in the past year has eaten into demand. Because Tesla's Service organization was so strained in Q4, a friend of mine who purchased an X had a really crappy delivery experience. He still likes the car, but I imagine he's not the evangelist that he might have been if his delivery experience was much better. Perhaps he's not alone. Another admittedly anecdotal example: An older family relation of mine was interested in buying an electric vehicle last September. I spoke to him about Tesla, and he seemed like he was onboard. However, he's not the early adopter type. He's cautious and conservative. At the end of the day, he bought a BMW plugin hybrid instead. I'm sure he settled for a far inferior car. I think it was just the headlines and the controversy that he just could not stomach. He may not be alone.
To be clear, I'm big believer in the superiority of Tesla's products and in the company's competitive position, especially over the long term. However, the company may be facing a big temporary challenge as its near term demand may be very different than what the company expected for its cost structure. I'm not worried about the demand picture in the very long run. But I think how the demand picture shakes out near term is of critical importance. Thoughts or comments are appreciated.