Tesla's high car prices and their high stock price are a result of its high margins. Period.
Consumers are willing to pay these high margins because no other car manufacturers are mass producing products like Teslas (except for a few startups, whose products are not yet widely available).
To me, that's remarkably shaky ground. Most of the world's auto manufacturers are rolling out Tesla-like vehicles in the next couple of years. Tesla will eventually be forced to spend money on marketing, like their competitors are doing, and they will have to lower prices / margins to meet the competition. Meanwhile, Tesla's sales of regulatory credits will diminish.
https://www.fool.com/investing/2022/04/25/heres-the-secret-behind-teslas-industry-leading-ma/
Way off on most of this. First, consumers are willing to pay a premium because Tesla offers the best value proposition (combination of price-performance/engineering-range). The supercharging network, top safety marks, software advantage, and over-the-air updates and upgrades are also key differentiators. Tesla customers also don’t have to deal with the horrible dealership experience.
There is no real indication that competition is coming any time soon for Tesla. Competitors keep announcing plans and prototypes, but few EVs have reached mass production. The whole, “competition is coming” narrative is based on the false assumption that Ford, GM, Tesla, etc are competing for. a fixed number of EV customers. When in fact the number of EV customers is increasing rapidly and eating into the ICE portion of the pie. It’s not a zero sum game.
Another error in the “competition is coming” narrative is that legacy auto will have sufficient battery supply to mass produce their EVs. Tesla has a huge head start in procuring its battery supply and in manufacturing their own batteries (4680 cell ramp currently underway in Austin). You can’t make EVs without batterie and Tesla’s supply will dwarf the supply of legacy auto for at least the next 5 years as they play catchup.
The “competition is coming” narrative also ignores that GM, Ford, Toyota, VW, etc. will somehow have to wind down their ICE manufacturing (sales already declining), while simultaneously ramping up their EV divisions. Each requires a unique and separate work force. So, they will eat into their profit center while spending billions to create and ramp their EV infrastructure, hiring, training, R&D and marketing for EVs. Ford and GM already have massive debt on their balance sheets, whereas Tesla is printing money and sitting on ~19 billion in cash and virtually no debt. I wish them well, but half of them will likely go belly-up without another auto bailout.
Lastly, because Tesla has close to 30% margins on auto and the advantage of scale compared to “competitors”, Tesla can easily lower prices while remaining profitable and undercut the competition that will have slim margins until they reach mass production (1 million +/yr).