Submitted by deallaw on Wed, 2019-05-29 09:23
Owners have a vested interest in making sure Tesla is still around in five years, so it can’t hurt to solicit advice from forum members. Here’s my top five:
1) Accelerate Model-Y (MY) launch. Retool Fremont so it can alternate runs between M3 and MY by YE 2019. Competition is here and it’s in SUVs (Audi Etron, Jaguar I-PACE, more coming). Consumer preference for SUVs over sedans has been a trend for years, so make up for lost time – Q3 2020 is too late. The factory retool is challenging but nothing compared to previous obstacles.
2) Stop bashing metal altogether. What is Tesla better at: Design and Engineering or Manufacturing? The world already has a good auto assembly outsourcing company, it’s called Magna. Strike a deal and move on. Think Apple-Foxconn. Europe is a good place to start.
3) JV with CarMax. Not having a dealer network is a competitive advantage (no middle man cutting into margins), but people want to see and test-drive cars before buying. Expand the trade-in relationship with CarMax to include space for limited inventory and personnel time to arrange test-drives without appointment; can be vehicle delivery point as well. Sales would still be online but make kiosks available.
4) Don’t alienate early adopters. These are your easiest source of future sales (multiple sales to existing customers and referrals). But the pricing changes are maddening, with early adopters penalized for stepping-up. Personally, I was caught in the M3P trap buying before the October 2018 price drop (without reprieve as I missed the secret deadline).
5) Match Supercharger and car volume growth. There are already some overcrowding issues but this could become overwhelming as M3 (+MY) volumes grow in the U.S. This could be a PR nightmare as drivers hit the highways over summer, which could scare off new buyers. One fix is to have Tesla charging trailers with multiple ports parked temporarily at key congestion points.