Also, the explosive growth of demand for EVs over the last couple years has surprised Tesla. This is major change since 2019 when the Cybertruck was revealed, and it warranted a change of plans towards doubling down on S3XY. Likewise, Tesla was also surprised by the incredible demand for Cybertruck itself, which may have contributed to pushing back the schedule if Tesla had to revamp their manufacturing plans to optimize for higher production volume. The design of the line will differ depending on the targeted annual production capacity.
This dynamic isn't new. In fact it has been the case for all of Tesla's history. The really crazy thing to me is that demand regularly overwhelms even Elon's expectations.
No links, but the stories and stuff as I remember them.
1) The original Model S program was expected / intended to be a 20k/vehicle per YEAR program. As a result Model X needed to follow on Model S's heels fairly quickly in order to ramp up total volume, and make the economics work to eventually get to Model 3.
-- Model S was so successful that focus when to ramping S, and leaving Model X to trail along later. I'm certain Model X would have been late either way - success of S meant that it didn't matter. Success of S might even have contributed to X lateness, by letting Elon (and presumably others) keep tinkering and making the design more complex.
-- Pretty sure that S was up to 20k/quarter on its own, without any help from X.
2) In the leadup to Model 3 reservations, I heard a story of an internal betting pool (so to speak) among executives at Tesla about how many reservations they would get in the first day. The loonie high guess / bet was 100k.
-- I don't remember actual first day reservations. My wife and I got our reservation about 5 minutes before Elon walked on stage - something like #126k.
We don't need to stick with Tesla examples, for examples of EV designs getting overwhelmed by reservations and later demand. Ford stopped taking reservations for the Lightning. Maybe because they delivered <3k last quarter with reservations in 6 digits (I think not 7 digits though - probably because they stopped taking reservations).
I don't have Lucid numbers - I don't believe interest / demand / buyers with money are their problem.
I don't have Rivian numbers - I also don't believe that interest / demand buyers-with-money are their problem.
Can anybody name an EV, by any manufacturer, that has a demand problem? The only one's I can name (1) have important safety / functionality problems, (2) the manufacturer doesn't want to make very many (compliance cars), or (3) the manufacturer doesn't have the supply chain setup to handle the volume demanded.
End result, my take, for any EV manufacturer. Once you have a semi-decent to good EV design, put the overwhelming chunk of your engineering and research budget into ramping that 1 good design to stupendous volume. Worry about a 2nd model / design, or even a new edition of that first design, only after you're fully ramped. And probably ramped well beyond the original intent.
Yet another way in which following in Tesla/Elon's footsteps as this new industry is born is a good idea.
Keep the complexity down - just build cars (make them well) and let customers mod them after delivery.
Henry Ford (1863-1947) documented that he made the “any color so long as it is black” comment during a meeting in 1909 (Henry Ford in collaboration with Samuel Crowther in My Life and Work. 1922. P…
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Henry Ford understood it