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Tesla’s more experienced rivals in the US auto market are feeling the Model 3’s presence

[Credit: Avron/Twitter]

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When Elon Musk wrote about his secret Master Plan in 2006, he envisioned a reasonably-priced electric vehicle that can take on the best-selling fossil fuel-powered cars in the market. It took years, but the electric car that Musk mentioned 12 years ago is here, and it’s called the Tesla Model 3.

The Model 3 is Tesla’s first attempt at creating a mass-market car. The company’s vehicles prior to the Model 3 — the Model S and Model X — sold well, but they were premium vehicles that compete in the luxury segment. The Model 3 was designed to be something else. It was an electric car designed to provide a viable and superior alternative to fossil fuel-powered automobiles. The Model 3 is even priced aggressively, starting at $35,000, or roughly the price of a top-tier Toyota Camry.

Tesla’s ramp of the Model 3 was not easy. In an interview earlier this year, Elon Musk described the past 12 months, much of which was spent ramping the electric sedan’s production, as one of the most painful and difficult years of his career. As Tesla released its Q3 production and delivery numbers, though, it appeared that the electric car maker has finally left Elon Musk’s self-dubbed “production hell.” Tesla produced a total of 80,142 electric cars in Q3, 53,239 of which were Model 3. Deliveries totaled 83,500 vehicles, which included 55,840 Model 3.

There is no denying that Tesla’s production and delivery figures for the Model 3 in Q3 were encouraging. Tesla has not revealed the monthly sales figures of the Model 3 yet, but early estimates of the electric car’s sales in September point to more than 22,000 units being delivered during the month. This particular number is just an estimate, but the rest of the US auto market, including some of the auto industry’s most respected brands, are starting to feel the presence of the Model 3.

One of these carmakers is BMW AG. In a statement to Bloomberg, Bernhard Kuhnt, Chief Executive Officer of BMW North America, acknowledged Tesla’s increasing presence in the auto market. BMW was among the carmakers that saw a small gain in September, though its 1.3% rise was primarily due to the strength of the BMW X3, a crossover SUV that would eventually be challenged by Tesla’s upcoming Model Y. With the Tesla Model 3, BMW’s passenger cars such as the 3-Series and the 5-Series are seeing intense competition.  

“Tesla is now ramping up their volumes, and it’s putting pressure on that market segment. In that environment, I’m very, very pleased to say we were up,” Kuhnt said.

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The Model 3’s presence could also be seen in the performance of Mercedes-Benz on September. The legacy carmaker’s deliveries dropped 9.8% overall, and the Mercedes-Benz C-Class, which is among the United States’ best-selling luxury sedans, saw a steep 24% plunge. Lexus, Toyota Motor Corp.’s luxury brand, saw a 6.1% decline in September as well.

Tesla vehicles in transport trucks. [Credit: Sean Mitchell/Twitter]

Perhaps most notable, though, was the drop in the sales of a vehicle that is as ubiquitous as they come — the Toyota Corolla Family. Last August, auto sales tracking website GoodCarBadCar listed the Model 3 as the 5th best-selling passenger car in the United States, directly behind the Toyota Camry, Honda Civic, Honda Accord, and the Toyota Corolla Family. Toyota revealed that the Corolla Family sold 20,797 units in September, a ~20% decline over its sales in August, when 26,155 units of the vehicles were sold. If the 22,000-unit estimate for the Model 3’s September sale proves accurate, then Tesla’s first attempt at a mass-market electric car might have just dethroned one of America’s favorite low-cost automobiles.

What is particularly impressive with the Model 3 is that the vehicle is priced higher than its competitors at the top of the passenger car segment. If the Model 3 did beat the Corolla Family’s September sales numbers, it would mean that the electric car, whose selling price currently averages $60,000 (only premium variants are available for now), just outsold a vehicle that tops out at $22,730 (Corolla Family XSE). With Tesla seemingly setting the stage for the $35,000 base Model 3, cars like the Honda Civic and the Toyota Camry could find themselves facing some steep competition.

Things are looking optimistic for Tesla’s next quarters. Gigafactory 1 is set to receive upgraded battery cell production lines from Panasonic, and new Grohmann machines are expected to make module production “three times faster and three times cheaper.” Wall Street analyst Romit Shah from Nomura Instinet also noted that the company’s numbers this past quarter could prove as Tesla’s break-even point. Shah further stated that when Tesla’s deliveries increase to about 100,000 vehicles per quarter, the company could be profitable and sustainable.

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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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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Investor's Corner

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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