The now-7-year-old model 3 is not that product, with ownership costs similar to a BMW or Mercedes. Tesla's growth is getting absolutely murdered by a market full of $30k hybrids and even some $35k EVs like the Hyundai Kona, Hyundai Ioniq, Chevy Bolt, Chevy Equinox, Fiat 500e, etc.
Best-Selling Cars Of 2024
1. Ford F-Series - 152,943 Units.
2. Chevrolet Silverado - 127,563 Units.
3. Toyota RAV4 - 124,822 Units.
4. Tesla Model Y - 109,000 Units (Est.)
5. Honda CR-V - 95,038 Units.
6. Nissan Rogue - 90,804 Units.
7. Ram Pickup - 89,417 Units.
8. Toyota Camry - 78,337 Units.
17. Tesla Model 3 - 42,000 Units (Est.)
If Tesla's growth is absolutely gettting murdered, why are these hybrids and other EVs you mention not in the Car and Driver top 25 of best selling cars of 2024(so far) list?
Tesla is essentially a 2-vehicle company. The S, X, and CT are niche vehicles, and the vast majority of Tesla shoppers choose between the 3 and Y. Legacy companies utilize a different strategy making many different vehicles for numerous market segments. E.g. Ford has the F-Series (which is really a family of various vehicles, which is why it tops such lists), the Ranger (mid-size pickup) and the Maverick (compact pickup). The legacy makers are competing to sell the most vehicles total.
Looking at the number of vehicles sold by brand makes this all very clear: https://www.statista.com/statistics/264362/leading-car-brands-in-the-us-based-on-vehicle-sales/
Tesla is still a relatively small car company despite having some of the best selling models. But because it's not diversified across many models even small dips in demand for the 3 and Y have major consequences for the company.
What consequences to a small dip in demand should we be expecting?
As seen on April 23.
Exactly. It's fascinating that many Tesla fans don't see it.
One of the things I love about long running threads is going back to see how the conversation evolved.
Remember when Tesla was the only game in town? They were going to crush the legacy companies. It was winner-takes-all. Conventional wisdom was that Tesla had such a commanding technological lead that the competition would never catch up.
Well, they caught up. Turns out it's not that difficult, relatively speaking, to design and build an EV. Even lumbering Ford surprised everyone with the Mach E... don't get me wrong, it has lots of problems, but really good for a first iteration. Kia and Hyundai are really nailing it, but many other legacy brands are producing really solid options. Tesla is no longer the only game in town.
Cybertruck was supposed to crush the ICE pickup market. In reality it has crushed no one, except possibly Tesla. It's a decent vehicle (other than having an unnecessarily difficult manufacturing process due to its design) and probably okay off-road with the recent OTA update. But it's highly niche and zero threat to the pickup market. The F-150 Lightning is fine for being the first full-sized EV pickup to market, and the R1T is big with the outdoorsy set, but the real winner here will be the Silverado EV.
Then the Model 2 with Gigacasting was going to greatly reduce COGS and undercut the competition while maintaining high margins. As far as anyone can tell, M2 is effectively dead and Tesla has also given up on Gigacasting the entire underbody. My guess is that, as predicted, they had difficulty controlling the flow and temperature of metal in such large castings and the inability to correct minor imperfections resulted in a very high reject rate.
We can't forget what has often been called Tesla's greatest asset: the Supercharging network. Even if the cars had some QC issues and one found the CEO repugnant, these were overcome by their network. Now that Elon has laid off the entire Supercharging team and non-Tesla's have access to the network this is no longer the selling point it once was.
It's worth noting that all the arguments for investing in Tesla have centered on their ability to win in the automotive space. Yet now Elon has made it very clear, in word and deed, that Tesla is an AI and robotics company. So investors need to evaluate the company as such. What's the thesis for Tesla to win the AI and robotics race? And is this market large enough to support a much higher valuation?