Comment by trhway
10 days ago
The refresh would need large investment. And it seems that S/X weren't selling that well to warrant such an investment. Just looking around - SV, a key market for Tesla - everybody buys 3 and Y, not S and X. In some sense it seems that 3/Y cannibalized S/X.
I don't know if it's genius or madness, but all of Tesla's cars look the same. When I see a Tesla, I can't tell if it's a 3, S, X, or Y unless I get close. The most distinct one is the X with its fancy doors.
So when I hear they're cancelling the S and X I can't even picture which cars we're talking about.
While that's true, S/X were considered luxury vehicles, 3/Y mainstream and they far, FAR outsold the S/X. In most cases, volume trumps individual prices.
Of course, that doesn't mean they had to discontinue those lines.
As luxury vehicles they were also competing in a different market, where competitors have caught up.
How can legacy auto refresh models every two years and Tesla cannot?
Perhaps it has to do with sales numbers? The Model S and Model X were not selling well.
Pretty sure the Mercedes S-Class is also not selling a ton of units.
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The problem is just there is no concept of a car company where they only sell their standard mass market vehicles. Somewhat more expensive higher margin vehicles are in the lineup for almost all the other companies. Its kind of strange to suggest its not worth it when it is seemingly worth it for most other companies.
Maybe the wisdom of having a 'full lineup' is wrong and has to do with making dealers happy.
On the other hand, having 99% of your sales be 2 very similar vehicles seems questionable strategy.
It is worth it when it is done right, i.e when you do correct market differentiation (see my other comment here on Mercedes) to avoid your low end cannibalizing your higher end. This high margin really helps you, and this is why almost everybody does it. EVs are probably even better suited for it given that the platform itself is easier/cheaper to share between the low end and the high end - thus the current Teslas S/X story looks even more of a failure as by releasing 3/Y that similar to S/X (that probably helped a lot with 3/Y sales though) they forced themselves into the need for a very significant (expensive) redesign of S/X while having very low sales of it.
The big issue with S/X was that they were not luxury enough, in terms of performance they were fine. So the redesign was mostly needed in terms of interior quality, materials and so on. Not that crazy expensive and something all other car companies manage to do.
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