Tesla has been earning a 28% net margin from their customers, eight times what market leader Toyota pulls in. Their ability to grow organically (e.g. set up new factories) has been fueled by quickly-growing operating earnings, but it all comes back to their customers being willing to pay several thousand dollars extra per car. Why are customers willing to pay Tesla roughly $9,500 in margin per car? An economist might say because Tesla has monopoly power in the BEV market (71% market share for BEVs in 2021, down to 65% in 2022). If you wanted a BEV in the past few years, it was Tesla or the downmarket Leaf / Bolt, which were themselves fairly expensive and had shorter range. Yes, there were some startups like Fisker also selling upmarket BEVs, but they weren't widely available.
There's also the tailwind from Tesla selling billions of dollars worth of pollution credits over the past few years. That market is destined to dry up as more and more manufacturers make their own BEVs.
The question is whether Tesla will continue to grow the top line quickly while simultaneously maintaining 8X industry margins in a near future when customers have many possible choices, such as a $34k Chevy Equinox BEV or Hyundai Kona BEV. An economist might say these new market entrants will break the monopolist's pricing power and force margins toward equilibrium.
Of course, the Tesla brand may retain some additional value to certain customers as a status symbol, so their margins may never get as low as a Chevy or Kia, but there are other luxury nameplates like Cadillac, Lexus, or Infinity that should be able to do the same thing. It will soon be fair to ask why Tesla is so special that their cars are worth thousands of dollars more than equivalent offerings from their competitors.
Thanks. An economist might also say that Tesla has a better product than just monopoly power. So you believe Tesla will reduce prices only and not costs? Margins are affected by sale price and cost. As you know, most of Toyota's margins (nearly all) are a result of ICE sales. That's a different cost structure for manufacturing than what Tesla has in manufacturing only EVs. Different raw materials, labor requirements, cooling systems, electronics, suppliers, and manufacturing techniques. Tesla is pioneering single body castings and in house pack manufacturing. They make their own seats and heat pumps. They design their own onboard navigation computers. They have a direct to consumer selling model.
The models are too different to expect homogenous margins.
My Opinion:
1. Tesla hasn't yet pulled the demand level for offering bare bones Model 3s or Ys yet because they've been able to sell higher priced/range models. And they are still reducing manufacturing costs and ramping production in 2 factories which will bring more operating leverage.
2. Tesla's net margin is only 17%. Gross margin is around that 28-29%. It is still 8x Toyota's earnings but only <2x Gross Margin. ICE and EV costs are not the same.
3. I do not believe OEMs won't sell EVs, but their margins will continue to struggle. ColoradoTribe has been trying to point out that most EV sales are switches from ICE, not EV to EV. As GM aims to produce a million EVs by 2025, they are cannibalizing their own ICE sales to do it. Ford is the same. Toyota is the same. These companies aren't growing their margins, they are shrinking.
4. Tesla will reduce price
and cost while increasing other services. Margins will not compress. Top line will grow with Cybertruck, Semi, FSD sales, Supercharger growth, and Energy Storage growth.
5. Energy credits will vanish and it won't matter. 10% of net income last quarter.
6. Customers don't look at what the margin for a vehicle is. $9,500/per vehicle is Unknown to most people. I've personally never met an individual in real life who also reads 10Qs. Buyers compare features, range, ease of use, convenience, build quality. All kinds of things. Consumers are all different but on the average, Tesla has excelled.
7. The next tailwind is the IRA. Consumers will receive tax credits for purchasing Tesla's in full while most manufacturers will only get a partial credit due to the sources of batteries and assembly requirements. Tesla will also be the only manufacturer in 2023 to receive the corporate credits for manufacturing batteries. GM and others will get there in a few years but most of their battery plants have not even begun being built.
8. Most manufactures won't have the capacity in 2023 to offer a meaningful number of EV sales in the market. Tesla is at a 2 million run rate world wide. No one else is even close to that yet.