With these price bumps and the impending US tax credit as well as the onslaught of fresh demand that will inexorably result from Hertz giving out millions of extended test drives, I'm compelled to revise my 2022 gross margin estimates upwards from the 37% projection I had in so-called "hyperbull" posts in the last 2 weeks.
Q3 2021 Benchmark
>> On mostly model 3 and Y production alone:
$50,000 average selling price
30.5% gross margin
$38.3k dollars cost per vehicle
I'm still projecting 7% cost improvement by Q4 2022 for the same reasons as before, for an average cost of $35.6k.
But here's what's new.
As of now prices across products have gone up about $3,000 since their Q3 average. Some of this is surely inflation and materials cost so let's call it $2,000 effective due to demand alone.
US Tax credit will probably further bump up us prices by let's say $5,000, on about half of their global sales. Overall impact on average selling price: $2,500.
Then, what's the conversion rate of fresh meat taking the bait on a Tesla test ride and then wanting one and following through on placing an order? Wild guess, 5%. If Hertz gives out 3 million test drives to Tesla virgins next year, that's 150 k new orders at current prices. Plus, other rental car companies will see the popularity and multiply this with 10^5 scale orders of their own. Hard to guess price impact of this without knowing the slope of Tesla's demand curve but I will boldly do so here. $3,000 per vehicle.
So in summary, estimated total $7,500 increase in average selling price of 3&Y over Q3 2021. Back to 2018-era ASP, without the 2018-era inefficiency.
1-57.5/35.6 = 61% gross margin on 3&Y.
"This is too aggressive," the paperhands are saying. Consider this, you fools.
This is not accounting for:
>> Any increase in average FSD revenues per car
>> Any impact of pent-up European demand favoring higher margin variants like long range, sport wheels, non-standard paint colors etc which Tesla will surely prioritize.
>> Any impact of European emissions credits increasing if other OEMs fail to meet their BEV and plug in hybrid volume ambitions to match the increasingly strict regulatory requirements.
So, Q4 2022 annualized KPIs:
2 million per year 3/Y production rate
Gross profit of $22k per 3/Y produced
$4 billion total gross profit from S/X
$8 billion operating expenses up 20% from Q3 2021.
$40 billion EBIT.