The starting point is to recognise why Tesla margins are currently higher:-
- Tesla has brand appeal - people will pay a premium (Supercharging helps, but not as a permanent moat.)
- Customers will pay a premium for EVs - lower fuel and maintenance costs help offset some of the premium.
- Tesla is an efficient manufacturer.
- Tesla is vertically integrated
- Tesla doesn't have dealers.
- legacy ICE auto (and dealers) make some money on service and parts allowing lower sales prices.
And you forgot one of the biggest contributors to Tesla's superior margins, they don't spend billions on slick ads to try to convince you to buy their cars instead of the competitors. I've seen estimates that legacy auto, combined with their dealerships, average around $1500-$1800 per car in direct advertising expenses. Legacy auto even pays their dealerships to advertise out of an advertising "slush fund"!
One of my earliest memories from around age eight was wondering why companies had to spend so much money on advertising. My thoughts were that people would learn from family, friends, neighbors and co-workers which products offered the most value, the most durability and the most functionality for the dollar. Wasn't advertising just forcing their customers to pay for something they didn't want or need?
And, indeed, Elon believes the product should be so good it sells itself. Is there a better way to spend $1500-$1800 to make the car better? Why make your best customers pay more for something they don't even want? How about the manufacturer equip the car with premium tires? That's gonna cost them a couple hundred more, check. Let's use the best brakes, that's another $150, check! Let's put some light and strong wheels on there for $200 more bucks, not make the customer pay $500 more just to avoid junk wheels, check!
OK, now we've spent $550 to make the car safer and better, how should we spend the remaining $950-$1250? We could spend the remaining money on ads so people know how good our cars are. Or, we could just knock it off the MSRP. It seems like potential customers might like that. What? We have too many potential customers? OK, we will just keep it as extra profit for a job well done!
Buying heavily advertised legacy cars makes you a sucker when there is a real alternative.