Elon Musk has a playbook for Tesla headed into what he believes will be a 'serious' recession: cut costs on everything from parts to logistics, while keeping the pressure on competitors with discounted sticker prices.In a conference call to discuss Tesla's fourth-quarter results, Musk and other executives
Elon Musk has a playbook for Tesla headed into what he believes will be a"serious" recession: cut costs on everything from parts to logistics, while keeping the pressure on competitors with discounted sticker prices.
But Chief Financial Officer Zachary Kirkhorn said the company would also be"attacking every other area of cost and unwinding cost increases created for multiple years of COVID-related instability." Tesla is also cutting costs by redesigning elements of battery and electric motor systems, removing features that owners are not using, based on data collected from Model 3 sedans and Model Y SUVs on the road, the company said.
Meanwhile the cost of lithium in EV batteries – the single most expensive component – will be higher in 2023 than last year, Kirkhorn said, a pressure that will hit Tesla's rivals that are still losing money on EVs harder. Tesla made an average profit of almost $9,100 per vehicle sold in the fourth quarter, down 6 per cent from a quarter earlier but still far more than established competitors. Tesla's third-quarter profit per car sold was more than seven times higher than Toyota Motor Corp, for example.
Kirkhorn said Tesla expected to see that metric above 20 per cent for 2023 with the average price of its vehicles above $47,000 even after discounts. By comparison, the average price of a new vehicle was just over $49,500 in the U.S. market in December, according to Kelley Blue Book.
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