Posting on weekend with Artful's permission ; )
I'm wondering whether Elon's response to Toni S.'s question on the F'20 Q2 CC noted below was a prime factor in the recent blow off the top. I'm all for the Tesla Mission, however hoping Tesla can show a 1% - 2% profitability each quarter on top of any ZEV credits or incentives received, just to let everyone know who is driving the bus. As investors we need to understand that not everyone is here for the Mission, and those selling now are missing the point. I've made that mistake myself before to much dismay. Stay true. Stay long. There really is no alternative.
Toni Sacconaghi -- AllianceBernstein -- Analyst
Thank you. And if I could just follow up. Elon, you've talked a lot about the mission of the company and really trying to drive EV adoption globally. So how do you think about that trade-off between driving toward industry-leading profitability yet trying to make your cars more affordable and broader? It feels like, historically, you've always picked the path of I'd rather drive more growth and more adoption because, ultimately, that's the mission of the company.
And we even saw it a little bit this quarter with price reductions. You could have probably kept price where it is, sold some units and had better profits, but that's been an ongoing choice that Tesla, as a company, has made. So how do you personally think about that trade-off between -- even if you were to get to industry-leading margins, wouldn't you be inclined to give more of that back to drive a greater adoption more quickly?
Elon Musk -- Co-Founder and Chief Executive Officer
Well, I think we actually achieved both when you factor in autonomy. I think we can go way beyond industry margins and have the car be affordable to more and more people and potentially almost everyone when you're factoring in autonomy, but that was really a mega game changer, giga game changer, yes. But I mean, it is important for people to distinguish between two things. There's value for money that our product has, and then there's affordability.
And even if you have real-life money and have value for money, like infinite, if people don't have enough -- if people do not have enough money in their bank account to buy the car, they simply cannot. So then you used to have this cycle or something that nobody can buy, so it is important to make the car affordable. And we will not succeed in our mission if we do not make cars affordable. Like the thing that bugs me the most about where we are right now is that our cars are not affordable enough.
We need to fix that. So we're all making progress in that regard, just sort of steadily gaining progress. So yes, we need to not go bankrupt. Obviously, that's important because that will fail in our mission, but we're not trying to be super profitable either.
Obviously, profitability is like 1% or something, this 1% or 2%. It's not crazy. Last quarter, it was only like 0.1%. So we want to be profitable.
Like I think just we want to be like slightly profitable and maximize growth and make the cars as affordable as possible, and that's what we're trying to achieve.
