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Lost in Translation, Tesla’s Model 3 Marketing Begins

The irony is that this big, non-detailed marketing message has been the sweet spot for the legacy auto OEMs and gas cars, but now is being employed by a young car maker against their rivals.

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During Elon Musk’s recent “end range anxiety” press conference, discussion turned to what he thought was the minimum amount of range for an electric car. “200 miles is the minimum threshold for an electric car. We need 200+ miles in real-world, not 200 miles in ‘AC-off, driving on a flat road,” Musk said on March 19th.

Discussion on the web has some fans and enthusiasts wondering whether Musk’s statement was purely discussion, Model 3 marketing or bragging about the company’s current cars. To me, it’s all about be beginning of the Model 3’s marketing campaign and this “little” reference reinforces to the public and media that Tesla Motors has already produced a 200+ mile car in 2012, not 2017.

In effect, Musk is saying “it’s great that Nissan and Chevy are talking about a 200-mile car in 2017.”

Musk is PT Barnum without the big con (…a little con slips out every now and then). The brilliance of Mr. Musk is that his company produced a game-changing vehicle in the right segment while leveraging a new drivetrain technology. First mover latitude to “speculate” on the technology’s future without a ton of pushback. When he talks the alchemy starts: a new car frontier mixes with Tesla Motors mission, image and whatever you want to call it.

Sure, there’s the battery swap hype of some years ago and the follow-through took sometime, but he has been busy.

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Related Story >> A Peak into Tesla’s Battery Swap Station at Harris Ranch

3B0AA034-FE5B-4192-A3DE-0095946623F5.jpgBut back to the 200+ mile statement, Musk is right on the mark as I drive a MS 60 in the Chicagoland area. The MS 60 has 208 rated miles and during the winter, it will make you think a bit more about your travels, compared to a MS 85 and its 245+ real miles. When it dips below zero, I top out at 194 miles on a full charge. However, I don’t have any issues with my short commute to my house office and the occasional city trips for business, plus we’re a two-car family.

This 200-mile statement is all about marketing and positioning for the Model 3, while being completely honest and accurate.

Musk said, “Anything below 200 miles isn’t passing grade, most people are looking for 20 percent more than that.” Musk is playing the long game and dropping the seed with early-wave EV buyers that Tesla will be moving toward that number. However, the legacy automakers may hit 200 rated miles..and from recent Nissan reports they won’t even hit 200 miles with their 2017 car.

Musk’s statement did not get much notice, but this story line will pick up momentum. Musk and Tesla will add this to the arsenal for the next two years and say: Who do trust when you buy your first EV car in 2017 or 2018?

The irony is that this big, non-detailed marketing message has been the sweet spot for the legacy auto OEMs, but now is being employed by a young EV carmaker against its rivals.

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For the electric drivetrain products, legacy carmakers are adjusting and trying to “educate” car consumers. BMW and Nissan are doing good work in this area, with ride-and-drives and email marketing but GM is out to lunch, marketing-wise…and that’s too bad.

Great cars and excellent marketing is a pretty good combination to have.

*Disclosure: Author is long and owns shares in Tesla Motors. 

"Grant Gerke wears his Model S on his sleeve and has been writing about Tesla for the last five years on numerous media sites. He has a bias towards plug-in vehicles and also writes about manufacturing software for Automation World magazine in Chicago. Find him at Teslarati

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Investor's Corner

xAI targets $5 billion debt offering to fuel company goals

Elon Musk’s xAI is targeting a $5B debt raise, led by Morgan Stanley, to scale its artificial intelligence efforts.

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(Credit: xAI)

xAI’s $5 billion debt offering, marketed by Morgan Stanley, underscores Elon Musk’s ambitious plans to expand the artificial intelligence venture. The xAI package comprises bonds and two loans, highlighting the company’s strategic push to fuel its artificial intelligence development.

Last week, Morgan Stanley began pitching a floating-rate term loan B at 97 cents on the dollar with a variable interest rate of 700 basis points over the SOFR benchmark, one source said. A second option offers a fixed-rate loan and bonds at 12%, with terms contingent on investor appetite. This “best efforts” transaction, where the debt size hinges on demand, reflects cautious lending in an uncertain economic climate.

According to Reuters sources, Morgan Stanley will not guarantee the issue volume or commit its own capital in the xAI deal, marking a shift from past commitments. The change in approach stems from lessons learned during Musk’s 2022 X acquisition when Morgan Stanley and six other banks held $13 billion in debt for over two years.

Morgan Stanley and the six other banks backing Musk’s X acquisition could only dispose of that debt earlier this year. They capitalized on X’s improved operating performance over the previous two quarters as traffic on the platform increased engagement around the U.S. presidential elections. This time, Morgan Stanley’s prudent strategy mitigates similar risks.

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Beyond debt, xAI is in talks to raise $20 billion in equity, potentially valuing the company between $120 billion and $200 billion, sources said. In April, Musk hinted at a significant valuation adjustment for xAI, stating he was looking to put a “proper value” on xAI during an investor call.

As xAI pursues this $5 billion debt offering, its financial strategy positions it to lead the AI revolution, blending innovation with market opportunity.

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Tesla tops Cathie Wood’s stock picks, predicts $2,600 surge

Tesla’s future lies beyond cars—with robotaxis, humanoid bots & AI-driven factories. Cathie Wood predicts a 9x surge in 5 years.

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Cathie Wood shared that Tesla is her top stock pick. During Steven Bartlett’s podcast “The Diary Of A CEO,” the Ark Invest founder highlighted Tesla’s innovative edge, citing its convergence of robotics, energy storage, and AI.

“Because think about it. It is a convergence among three of our major platforms. So, robots, energy storage, AI,” Wood said of Tesla. She emphasized the company’s potential beyond its current offerings, particularly with its Optimus robots.

“And it’s not stopping with robotaxis; there’s a story beyond that with humanoid robots, and our $2,600 number has nothing for humanoid robots. We just thought it’d be an investment, period,” she added.

In June 2024, Ark Invest issued a $2,600 price target for Tesla, which Wood reaffirmed in a March Bloomberg interview, projecting the stock to reach this level within five years. She told Bartlett that Tesla’s Optimus robots would drive productivity gains and create new revenue streams.

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Elon Musk echoed Wood’s optimism in a CNBC interview last month.

“We expect to have thousands of Optimus robots working in Tesla factories by the end of this year, beginning this fall. And we expect to scale Optimus up faster than any product, I think, in history to get to millions of units per year as soon as possible,” Musk said.

Tesla’s stock has faced volatility lately, hitting a peak closing price of $479 in December after President Donald Trump’s election win. However, Musk’s involvement with the White House DOGE office triggered protests and boycotts, contributing to a stock decline of over 40% from mid-December highs by March.

The volatility in Tesla stock alarmed investors, who urged Musk to refocus on the company. In a May earnings call, Musk responded, stating he would be “scaling down his involvement with DOGE to focus on Tesla.” Through it all, Cathie Wood and Ark Invest maintained their faith in Tesla. Wood, in particular, predicted that the “brand damage” Tesla experienced earlier this year would not be long term.

Despite recent fluctuations, Wood’s confidence in Tesla underscores its potential to redefine industries through AI and robotics. As Musk shifts his focus back to Tesla, the company’s advancements in Optimus and other innovations could drive it toward Wood’s ambitious $2,600 target, positioning Tesla as a leader in the evolving tech landscape.

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Goldman Sachs reduces Tesla price target to $285

Despite Goldman Sach’s NASDAQ: TSLA price cut to $285, Tesla boasts $95.7B in revenue & nearly $1T market cap.

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(Credit: Tesla)

Goldman Sachs analysts cut Tesla’s price target to $285 from $295, maintaining a Neutral rating.

The adjustment reflects weaker sales performance across key markets, with Tesla shares trading at $284.70, down nearly 18% in the past week. The analysts pointed to declining sales data in the United States, Europe, and China as the primary driver for the revised outlook. In the U.S., Tesla’s quarter-to-date deliveries through May fell mid-teens year-over-year, according to Wards and Motor Intelligence.

In Europe, April registrations plummeted 50% year-over-year, with May showing a mid-20% decline, per industry data. Meanwhile, the China Passenger Car Association (CPCA) reported a 20% year-over-year drop in May, despite a 5.5% sequential increase from April. Consumer surveys from HundredX and Morning Consult also shaped Goldman Sachs’ lowered delivery and EPS forecasts.

Goldman Sachs now projects Tesla’s second-quarter deliveries to range between 335,000 and 395,000 vehicles, with a base case of 365,000, down from a prior estimate of 410,000 and below the Visible Alpha Consensus of 417,000. Despite these headwinds, Tesla’s financials remain strong, with $95.7 billion in trailing twelve-month revenue and a $917 billion market capitalization.

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Regionally, Tesla’s challenges are stark. In Germany, the German road traffic agency KBA reported Tesla’s May sales dropped 36.2% year-over-year, despite a 44.9% surge in overall electric vehicle registrations. Tesla’s sales fell 29% last month in Spain, according to the ANFAC industry group. These declines highlight shifting consumer preferences amid growing competition.

On a positive note, Tesla is making strategic moves. The Model 3 and Model Y are part of a Chinese government campaign to boost rural sales, potentially mitigating losses. Piper Sandler analysts reiterated an Overweight rating, emphasizing Tesla’s supply chain strategy.

Alexander Potter stated, “Thanks to vertical integration, Tesla is the only car company that is trying to source batteries, at scale, without relying on China.”

As Tesla navigates these delivery challenges, its focus on innovation and supply chain resilience could help it maintain its edge in the electric vehicle market despite short-term hurdles.

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