A seasonal or dealer discount or finance incentive I agree.
But a structural lowering of prices is different than that. It really isn’t that different as to what they are doing. Perhaps it is for the USA but in Europe it really isn’t new and unique. The difference is that the listed price is nonnegotiable.
And it’s not the first time either they lowered the prices. As such this is very different. And the markets have responded; stock price performance isn’t great.
Whilst I agree that consumers mostly like lower prices. However one shouldn’t like it with depreciating assets as when you want to get rid the chances are that a new one is cheaper than a used one. Combine that with huge stock where you can get a new one within a couple of weeks (Berlin gigafactory) then no consumer who already bought one should be happy.
Yes, different.
Historically, all Japanese and Korean brands here in the US have been slowly, and conservatively moving up market in product, reputation, price, and likely margins.
I can't think of a brand moving down market specifically to increase volume, not just for profit, but to essentially change the entire market. That has been Tesla's stated goal since at least the release of Model S...which was what, 2012?
So yes, uncharted waters. I don't think there is a way to sell to the masses without lowering prices. Ironically, most naysayers complained over the years:
"Sure, Tesla makes a nice EV for the high-end market, but even if every BMW driver bought a Tesla, that would not even move the needle on switching the world to EVs. 2-3% of the market at most. Nche player. They need to lower prices and build cheaper EVs to even matter."
Telsa lowers prices, and the same crowd scoffs and says they are destroying value. Damned if they do, damned if they don't.
Strangely, the lowering cost/increasing value of the product is more in line with the tech industry than with the auto industry. For decades now we all have grudgingly accepted that whatever computer we buy...within a year or two there will be a better model, that is also cheaper. Waiting for the best value means never buying anything. The big difference is most of us don't depend on selling an old PC to buy a new one; resale is not a big issue.
And, this is not just a Tesla issue. All EVs are now in this cycle for the foreseeable future. No matter what we buy, within a few years, there will be a better (and cheaper) model to replace it. Until battery tech planes out and prices stop falling while range/durability/cost/charging performance/cold weather performance improvements stop coming, all used EV prices will suffer.
The closest analog I can think of in automotive was in the early '70s when the smog laws hit in the US...much of the emissions control tech was bad to horrible. This happened at the same time as the first gas price shocks. A decade or more later, as ICE tech improved and most of the smog requirements were engineered in, ICE engines got much better. Mid to late '70s car values went to near zero because nobody wanted to deal with the early tech and horrible milage.
The cost of progress?