NickInLab
Member
In all seriousness, this is exactly why Tesla was smart to make one giant OMG-the-sky-is-falling price cut (even if it scares the bejezus out of wall street and gives FUDsters ammo) instead of a series of smaller price cuts.So Tesla is raising prices again. Hey Tesla you are going to learn something real quick, the consumer is a quick learner. Train them and they sit on the sidelines till the next big price cut.
Tesla is training customers that this is their one chance to get a discount. They better act fast and take this offer they can't refuse. It creates a sense of urgency, and buyers pile in. As inventory starts to shrink, the FOMO really kicks in and people on the fence decide to buy today instead of next week. Now, you can slowly walk the prices back up (which adds to the sense of urgency and creates more demand).
Conversely, a series of small price cuts is a self-fulfilling prophesy for low demand: Customers on the fence see the first cut and think "hmm... tempting, but maybe I'm not quite ready for a new car right now". So you pull the next demand lever a week later with another small cut. Those fence sitters now think "The price is right, but maybe Tesla will offer an even better deal in a few weeks... I better wait". After the third cut, many of the same people will continue to not buy, thinking "Maybe I'll get an even better deal if I hold out a couple more weeks". You're training customers that this great deal will always be available if they want to wait a little longer.
Remember, one of the things that impacts the shape of a demand curve is customers' expectations about the future.