I do know it sounds ridiculous that the EV-only startup Tesla might promote extra automobiles than giants like Ford, Toyota, and Chevrolet as quickly as subsequent 12 months with solely 6 fashions, however hear me out.
Notice that I’m speculating this might occur with out together with any gross sales of Tesla’s next-generation automobile, which can be accessible subsequent 12 months. As soon as that next-generation, smaller platform automobile — which I count on to be accessible for $12,500 — ramps up (by 2026), I count on Tesla’s US gross sales to be double its nearest rival, or about 1,000,000 1 / 4. However that’s the topic for an additional day (after the March 1st investor’s day).
I’m anticipating Tesla’s automobile gross sales to triple their estimated 140,000 items final quarter to 420,000 items (there may be that quantity once more — I swear I didn’t power it) by the fourth quarter of 2024. This can be a development price of 73% a 12 months, which I notice is increased than Tesla’s long-term 50% goal. However the Inflation Discount Act has big subsidies in it, and it’s now clear Tesla has a plan to benefit from them to the fullest extent potential. There was some doubt earlier than right this moment whether or not Tesla would value its automobiles low sufficient to qualify for the subsidies, however all doubts of that vanished after right this moment’s stunning across-the-board value cuts. As well as, there are big subsidies for producing batteries within the US that Tesla plans to seize.
We’ve got heard many instances {that a} recession is when disruption occurs. Buckle up whereas I weave a believable story the place Tesla’s gross sales might triple to 420,000 1 / 4 and the highest legacy auto sellers might drop 20%, chopping Ford, Toyota, and Chevrolet to below 370,000 1 / 4.
Screenshot of desk from GoodCarBadCar
Forecast For Tesla Gross sales
The 6 fashions that Tesla might be promoting in 2024:
Tesla Semi. Now, I don’t count on the semi to promote many items. Though, taking a look at what we now have written in regards to the Semi, we do count on it to vary all the things! Tesla plans to make 50,000 Semis by subsequent 12 months, however how will that ramp? I feel we are able to count on that will probably be gradual in 2023 and speed up in 2024. So, it could be a pair thousand in 2023 and 48,000 in 2024. However does that imply Tesla might be making 12,000 every quarter in 2024? No, that isn’t how the ramp works — Tesla will in all probability begin the 12 months making 3,000 1 / 4 and finish the 12 months making 20,000 1 / 4. That might put Tesla at an annual run price of 80,000 Semis a 12 months, which occurs to be about the identical gross sales as Freighlighter, the chief in Class 8 (semi) gross sales within the US.
Mannequin S & X are fairly straightforward to estimate. In its latest press launch, Tesla reported gross sales of over 20,000 Mannequin S and X automobiles (all within the US) in 2022. I count on with aggressive pricing, the corporate might be able to improve its gross sales of its premium duo a modest 10% a 12 months to succeed in 24,000 1 / 4 by the fourth quarter of 2024.
The Mannequin 3 & Mannequin Y had about 120,000 gross sales within the US within the 4th quarter utilizing GoodCarBadCar.com estimates above. That’s taking the 140,000 determine above and subtracting the 20,000 Mannequin S and X gross sales. The most effective promoting crossover was the Toyota RAV4 at about 97,000 gross sales, whereas the very best promoting automobile was the Toyota Camry at about 81,000 gross sales. As I mentioned on this latest article, by the tip of subsequent 12 months, Tesla might be ready to promote each the Mannequin 3 and Y for below $30,000 to individuals eligible for the $7,500 US tax credit score for ZEVs. The most affordable Tesla Mannequin Y price $65,990 for a lot of the 4th quarter of final 12 months and the most affordable Mannequin 3 was $46,990. However then are the reductions in beginning costs (trims should not equivalent, since I’m assuming a regular vary RWD Mannequin Y to be introduced) of 54% for the Mannequin Y and 36% for the Mannequin 3! Let’s evaluate that to Toyota’s costs, the place the most affordable Camry is over $26,000 and the most affordable RAV4 begins at about $28,000. Toyota doesn’t have the margin to scale back the costs of their automobiles, and so they don’t know make them less expensive. The educational curve on making fuel automobiles doesn’t make important advances anymore. I feel it’s affordable with all some great benefits of a Tesla (model, environmental, gasoline prices, upkeep, depreciation, security, efficiency, and many others.) over a Toyota that if Toyota might promote 178,000 of these two fashions within the 4th quarter of final 12 months, Tesla might promote 55% greater than that (or 276,000) of its highly regarded Mannequin Y and Mannequin 3 within the 4th quarter of 2024, assuming they’re accessible near $30,000. Can Tesla make that many automobiles in Austin and Fremont? Don’t guess in opposition to Tom Zhu.
The Cybertruck goes to essentially shake up its market, identical to each Tesla mannequin has performed. I’m betting that if Ford can promote about 187,000 F-Sequence automobiles within the final quarter, Tesla will be capable to promote 100,000 Cybertrucks. With Tesla estimated to have between 1,000,000 and three million reservations for the Cybertruck, demand shouldn’t be a difficulty, however will Tesla be capable to ramp up manufacturing? I’m betting that Tom Zhu, the person credited with the unimaginable Shanghai Gigafactory ramp over the previous couple of years, will be capable to work the identical magic in Austin. We will see!
Excessive-Stage Forecast for Ford, Toyota, and Chevrolet
This text isn’t about legacy auto, but when we now have an auto disaster as Elon Musk mentioned on this article, it can clearly be a troublesome atmosphere for general gross sales.
- Ford’s prime sellers — the F-Sequence pickup and the Explorer SUV — might be damage by the rising gross sales of the Cybertruck and Mannequin Y, respectively. I don’t suppose Ford can afford to ramp up manufacturing of the Mustang Mach-E at costs aggressive with the Mannequin Y, since their prices are seemingly a lot increased. Likewise, we not too long ago wrote in regards to the disappointing manufacturing objectives for the truck. Then again, you’ll hate me for saying it, however the Escape Plug-In Hybrid with the tax credit score needs to be about $30,000 and a scorching vendor if Ford can ramp up manufacturing. General, I feel Ford might be thrilled if they will preserve the gross sales decline to solely 10% a 12 months, or 20% over 2 years, to about 370,000 1 / 4.
- Toyota’s prime sellers — the RAV4, Camry, and Tacoma — might be severely affected by the rise of the Mannequin Y, Mannequin 3, and Cybertruck, respectively. It is extremely potential they lose greater than 10% of their gross sales, but when Toyota works laborious to maneuver manufacturing of its plug-in hybrids, just like the Prius Prime and RAV4, to the US to have the ability to entry US tax credit, they may be capable to preserve their gross sales decline to 10% a 12 months, or 20% over 2 years.
- Chevrolet’s prime sellers — the Silverado Pickup and the Equinox SUV — will likewise be damage by the Cybertruck and Mannequin Y, respectively. Chevrolet all the time talks a giant sport, nevertheless it really is promoting lots of Bolts, and let’s give the model the advantage of the doubt and say it solely lose 5% a 12 months for the subsequent 2 years, and thus additionally find yourself about about 370,000 1 / 4 within the 4th quarter of 2024.
Conclusion
Properly, I did play with the bottoms-up numbers a bit, however 20,000 Semis, 24,000 premium automobiles, 276,000 mass-market automobiles, and 100,000 Cybertrucks would add as much as 420,000 deliveries within the US within the 4th quarter of 2024, and I laid out some temporary the explanation why Ford, Toyota, and Chevrolet would possibly solely promote 370,000 automobiles in the identical quarter. So, if all that involves cross, not solely will Tesla be the highest vendor of automobiles in that quarter — it can obtain that with a 50,000-vehicle margin, or over 13%!
Disclosure: I’m a shareholder in Tesla [TSLA], BYD [BYDDY], Nio [NIO], XPeng [XPEV], and Hertz [HTZ]. However I supply no funding recommendation of any kind right here.
Recognize CleanTechnica’s originality and cleantech information protection? Contemplate turning into a CleanTechnica Member, Supporter, Technician, or Ambassador — or a patron on Patreon.
Do not wish to miss a cleantech story? Join every day information updates from CleanTechnica on e mail. Or comply with us on Google Information!
Have a tip for CleanTechnica, wish to promote, or wish to counsel a visitor for our CleanTech Speak podcast? Contact us right here.
