Gigapress
Trying to be less wrong
I disagree for a few reasons.I thinks that's what you'd do if you were concerned about demand, and didn't have a 1+ year order backlog.
Not trivial to reduce the size of the battery. Hint: the cells are STRUCTURAL ie: missing cells compromise the strength of the battery pack. Software limiting cost money, since the pack costs the same even with reduced allowed performance.
No large advantage to rolling out the same car everywere, when pricing can easily differentiate between models. It's mainly performance that sells. Tesla won't hold back the leading edge of performance, same way Intel made the 486 chip and the Penitum at the same time.
The target is not Model Y from Fremont, it BMW X5 from Chattanooga.
>> As @mongo mentioned above, I think the structural function of the cells could be very well be replicated by simpler, less expensive means. They could probably just use the cell cans without any jelly roll inside. or better yet, add some structurally equivalent element instead.
>> Price discrimination is the large advantage of limiting a pack either with software or fewer cells. Some customers appreciate performance more, and some other customers are more price-sensitive. It's best to find a way to convince the performance-lovers to spend more while also luring in the deal-seekers. Tesla is pretty close to being a monopoly at this point, so they can do this without market competition suppressing this business tactic. Splitting the product into multiple tiers of performance helps Tesla maximize overall revenue and profit by increasing the total addressable market while keeping average selling price high. Also, this still applies even when there's an order backlog.
>> The target for Model Y is MUCH bigger than the BMW X5 which merely sold 90k units in the US & Canada last year. Model Y is singlehandedly going after the combined efforts of the RAV-4, CR-V, Rogue, Escape, Tucson, CX-5 and Tiguan. This is a dominant product. Elon said recently, in no uncertain terms, that they expect Model Y to be the best selling car/truck model in the world soon, implying more than 1.2 million annual sales to top the Corolla. But they're not going to stop there. Someday, Tesla will have enough production capacity and efficiency to start dropping prices on the Y, thereby sacrificing some margin to access a much bigger market. Mass-market variants of this vehicle costing $35-50k (with around 20% gross margin before including software and supercharging) could sell probably 3+ million annually. Honestly, once Model Y is $20k cheaper to buy and better than the ones on sale today, what is stopping it from claiming at least half of the entire global crossover market?
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