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Originally Posted by Subfallen
Anyways, after seeing the Model 3 reservations, I find it hard to believe the incumbents will stay out of the EV game much longer. Sure, Tesla loses money; but on the scale of the auto industry, it's not that much. (When I checked earlier in this thread, the entire company was being run on less than GM's advertising budget.)
They stay out of the EV game because there's zero reason to get in on it. It's that simple. Once the price and range and weight of batteries are such that EVs are a better proposition ICE (or getting close), you'll see an explosion of mainstream EV offerings.
To put Tesla's cash burn in perspective, Ford, less than 2x the cost of TSLA, makes 5 million cars/year for a profit of $7 billion/year. Tesla makes 0.06 (not a typo) million cars/year for a loss of $2 billion/year (the headline number is $1 billion/year, but unlike the rest of the auto industry, they don't properly include capex - which is ongoing and unavoidable - in their numbers).
Why on Earth would Ford burn 1/3 of their cash to add 1% to their car volume at a massive loss? It makes zero sense. There's no competitive advantage to be gained from getting in EVs now. An EV is a battery + an electric motor - not exactly rocket science - and the rest is as normal.
For research reasons? No. There are a number of cutting edge
performance electric race cars that the majors have that keep them at the forefront of the tech, so there's no advantage there.
So they're ready to mainstream EVs? No. The majors also have various lower-cost consumer EV cars that keeps them in that space, research and best practice wise.
For battery technology? No. Battery tech will be decided by the giants such as LG or AESC that pour in billions in capital.
There's nothing to be gained from burning billions to produce a few more EVs.
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So even if a serious EV program hurts the bottom line for a few years, wouldn't it be worth it to establish brand leadership?
Brand leadership is nonsense in the EV business (in fact the car business as a whole). Once EVs are superior to ICE cars (think TSLA bottom of car + performance, long enough range), people are going to choose cars for the reason they always have - price, interior quality, seats, extras, reliability, local dealerships, etc. A car is not an iPhone, because of its price point.
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I mean, eventually, it has to become a bad idea to keep spotting points to Tesla. When a company that doesn't advertise gets 400,000 people to send them $1k for the option to buy a future product a little sooner, that's pretty significant.
Why does it have to be a bad idea? Cars aren't iPhones, and Musk is no Jobs or Ives (Musk would have been fired from Apple if he produced the equivalent of the horrendously stupid gull wing doors on an iPhone).
The interest at this stage is about price, mostly. If BMW was selling $50K cars for under $30K with a tax credit, and taking $1000 refundable reservations, you'd see hundreds of thousands of reservations as well.
People are signing up for Model 3 because they're getting a $50K car for $30K. It's that simple. And I'm one of the people who didn't think it was ridiculous that they'd get 300K reservations in the first week.
The thing with cars is, quality costs money. If you want performance, and everything needed to handle that, it costs money. If you want nice paint, large wheels, good trim, a glass roof, a big iPad-like center console (like the Model 3 shown), you can't do it for $30K, let alone $20K. In fact,
the Model 3 shown was a $50K car - and that's not even counting build cost. $30K gets you a cut-price set of standard options which simply doesn't create excitement or brand love. The iPhone of cars is a BMW C or E series, and Tesla (or anyone) is incapable of creating it at that price point. If you want to crack the $30K mark where volume comes in, you're left with a very stock standard boring car with few trimmings.
Tesla can certainty differentiate on brand at the high end, and they have vs other luxury cars, because 100K rich first adopters for the first of its kind performance electric is not that hard a thing to find.
At the low end, what do they have?