tl;dr If the people at Apple had announced the news from Tesla over the last month they would've done it in one event, peoples mind's would be blown, and the narrative around Tesla would be completely different right now.
Somehow Tesla took 6 positive developments and 1 strategy change and jumbled them all together to the point where the general sentiment is negative.
Positives:
1. SR/SR+ launch
2. Price cuts
3. AP/FSD changes (brings price down for "regular" AP for new buyers, Advanced summon and NOA w/out confirm launching soon)
4. Supercharger V3
5. Model Y unveil
6. Range boost to LR rwd and power increase across the board
Strategy change:
1. Reduction of stores and pushing sales online.
An Apple style event that combined all that news would be incredible, and is what Tesla should've done (this assumes they don't go back and forth on the price cuts/stores)
Event could've gone something like this:
This would've been a mindblowing event and I think the narrative around Tesla right now would be much different. In the end, though, as long as the last few weeks don't have a permanent effect on Tesla's brand (I don't think they will), it won't have an effect on the company's success in the long run. That doesn't mean it isn't a missed opportunity, though, and it argues that not only does Elon need a COO type person, he also needs a Marketing/PR person (ie Phil Schiller from Apple) to shape the communication coming from the company.
Somehow Tesla took 6 positive developments and 1 strategy change and jumbled them all together to the point where the general sentiment is negative.
Positives:
1. SR/SR+ launch
2. Price cuts
3. AP/FSD changes (brings price down for "regular" AP for new buyers, Advanced summon and NOA w/out confirm launching soon)
4. Supercharger V3
5. Model Y unveil
6. Range boost to LR rwd and power increase across the board
Strategy change:
1. Reduction of stores and pushing sales online.
An Apple style event that combined all that news would be incredible, and is what Tesla should've done (this assumes they don't go back and forth on the price cuts/stores)
Event could've gone something like this:
- 5 min recap of company history
- Announcement of Y design completing S3XY lineup
- In spec discussion of Y announce Y/3 support of Supercharger V3, add that S/X will get boosted rates
- In AP discussion talk about the rejiggering of feature cutoffs, and explain the reasoning, announce imminent release of NOA w/out of confirm and advanced summon (Maybe make more firm commitment around HW3)
- Then, show final specs/prices list for Y, segue from discussion of 39k base Y to announcement of SR/SR+ and new prices, range/power boost to existing model 3s, and how new store strategy helps allow for lower prices.
- New Model S and X prices/lineups are also shown
- Recap and model Y test rides
This would've been a mindblowing event and I think the narrative around Tesla right now would be much different. In the end, though, as long as the last few weeks don't have a permanent effect on Tesla's brand (I don't think they will), it won't have an effect on the company's success in the long run. That doesn't mean it isn't a missed opportunity, though, and it argues that not only does Elon need a COO type person, he also needs a Marketing/PR person (ie Phil Schiller from Apple) to shape the communication coming from the company.
