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Tesla’s Q1 delivery results highlight the need for a Model S and Model X update

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One of the most notable takeaways from Tesla’s Q1 2019 vehicle production and deliveries report was the steep decline in Model S and Model X sales. Over the course of the quarter, Tesla produced 14,150 Model S and X, a drastic drop from the 25,000 units that were manufactured last quarter. Deliveries of the flagship sedan and SUV also fell to 12,100 units. Under these circumstances, it appears that the time is now right for Tesla to start preparing for the release of an updated Model S and Model X.

A steep decline

Tesla did not provide a commentary behind the decline in Model S and X sales. This does not mean that the lower production and delivery figures of the vehicles were a complete surprise, as Tesla did shift a lot of its efforts in producing the Model S in favor of the Model 3 in Q1. The vehicles’ entry-level trim, the 75D variant, was also discontinued. Thus, the signs of a decline were already there. What was really surprising was the scope and gravity of the decline.

A possible explanation behind the Model S and Model X’s numbers in the first quarter may lie in the simple fact that the vehicles, particularly the full-size premium sedan, are getting long in the tooth. Tesla started producing the Model S in 2012, and the vehicle has pretty much stayed the same since then, save for a facelift when the Model X was released. Granted, improvements were rolled out to the Model S as soon as they were available, as noted by Elon Musk in a tweet, but design-wise, Tesla’s flagship sedan is still practically competing in the market with a nearly 7-year-old interior and exterior.

The Model 3’s immense success did not help the Model S’ case either. It should be noted that Tesla anti-sold the Model 3 after it was unveiled, with the company and Elon Musk asserting that the Model S was a superior vehicle. Now that the Model 3 is making a mark in several markets across the globe, it is becoming evident that the electric sedan is simply Tesla’s best bang-for-your-buck car. With Tesla’s latest hardware and batteries, the Model 3 is a solid choice. Other Model 3-specific features, such as Track Mode for the Performance variant, add to the vehicle’s attractiveness to car buyers.

The Model 3 is such a solid vehicle that it is starting to make the Model S a harder sell, at least in its present iteration. Granted, the Model S is larger, and it has more bells and whistles such as Smart Air Suspension and a second display, but these are luxuries that a significant number of car buyers will likely be willing to forego in exchange for savings associated with a Model 3 purchase. The Tesla Model Y appears set to do the same to the Model X as well, as the vehicle presents much of the premium SUV’s advantages in a smaller package, at a far more affordable price.

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A better Model S and X in the Model 3 era

If Tesla wishes to rekindle the interest and justify the higher prices of its flagship sedan and SUV, it would be a good idea to introduce updated versions of the vehicles as soon as the company is able. These improvements can come in various forms, such as better range, significantly better performance, and a far more exquisite exterior and interior design. With these improvements in place, the Model S and X will not only have the advantage of larger cabin space and a handful of unique features over their more affordable stablemates. They will be vehicles that are truly, without a doubt, a class above the Model 3 (and the Model Y for that matter).

It’s not like Tesla does not seem to be preparing for a potential Model S and Model X update either. Last year, a patent application emerged depicting a Model S/X dashboard equipped with the Model 3’s clever and acclaimed HVAC system. Panasonic, Tesla’s battery partner, also announced last November that it is doubling down on its partnership with the electric car maker by bringing some of its Japan-based battery cell production activities to the United States.

In a statement to the Nikkei Asian Review, Panasonic stated that it will be bringing its operations that build the Model S and Model X’s 18650 cells over to a “US-based unit starting (next) April (2019).” Elon Musk noted during the Q4 earnings call that there are no plans to change the Model S and Model X’s batteries to 2170 cells. Perhaps improved 18650 cells are in order with Panasonic’s move to the US? One can hope.

At this point in Tesla’s history, it would probably be wise to temper expectations with regards to the Model S and Model X’s quarterly sales. Tesla is now at a point where it is pursuing the mass market, and the company is accomplishing this with the Model 3 (and later, the Model Y). The Model S and Model X will definitely still be the company’s flagships, but they will likely just see a sustained demand of perhaps 25,000 per quarter, and that’s completely fine. Both vehicles were brought to market to prove that electric cars can be better than their gasoline-powered counterparts. Both vehicles already accomplished their mission. The Model 3 and Model Y is proof of that.

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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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Tesla owners explore potential FSD pricing options as uncertainty looms

We asked Tesla owners what the company should price Full Self-Driving moving forward, as now it’s going to be subscription-based. There were some interesting proposals.

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Credit: Tesla

Tesla is starting the process of removing the ability to purchase the Full Self-Driving suite outright, as it pulled the purchase option in the United States over the weekend.

However, there has been some indication by CEO Elon Musk that the price of the subscription will increase as the suite becomes more robust. But Tesla finds itself in an interesting situation with this: the take rate for Full Self-Driving at $99 per month is about 12 percent, and Musk needs a significant increase in this rate to reach a tranche in his new compensation package.

This leaves Tesla and owners in their own respective limbos: Tesla needs to find a price that will incentivize consumers to use FSD, while owners need Tesla to offer something that is attractive price-wise.

We asked Tesla owners what the company should price Full Self-Driving moving forward, as now it’s going to be subscription-based. There were some interesting proposals.

Price Reduction

Although people are willing to pay the $99 per month for the FSD suite, it certainly is too high for some owners. Many suggested that if Tesla would back down the price to $49, or somewhere around that region, many owners would immediately subscribe.

Others suggested $69, which would make a lot of sense considering Musk’s obsession with that number.

Different Pricing for Supervised and Unsupervised

With the release of the Unsupervised version of Full Self-Driving, Tesla has a unique opportunity to offer pricing for different attention level requirements.

Unsupervised Full Self-Driving would be significantly more expensive, but not needed by everyone. Many people indicate they would still like to drive their cars manually from time to time, but others said they’d just simply be more than okay with only having Supervised FSD available in their cars.

Time-Based Pricing

Tesla could price FSD on a duration-based pricing model, including Daily, Weekly, Monthly, and Annual rates, which would incentivize longer durations with better pricing.

Annually, the rate could be $999 per year, while Monthly would stay at $99. However, a Daily pass of FSD would cost somewhere around $10, while a $30 per week cost seems to be ideal.

These all seem to be in line with what consumers might want. However, Tesla’s attitude with FSD is that it is the future of transportation, and with it offering only a Monthly option currently, it does not seem as if it will look as short-term as a Daily pass.

Tiered Pricing

This is perhaps the most popular option, according to what we’ve seen in comments and replies.

This would be a way to allow owners to pick and choose which FSD features they would like most and pay for them. The more features available to you, the more it costs.

For example, if someone only wanted Supervised driving and Autopark, it could be priced at $50 per month. Add in Summon, it could be $75.

This would allow people to pick only the features they would use daily.

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Tesla leaves a single loophole to purchase Full Self-Driving outright

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Credit: Tesla

Tesla has left a single loophole to purchase Full Self-Driving outright. On Sunday, the option officially disappeared from the Online Design Studio in the United States, as Tesla transitioned to a Subscription-only purchasing plan for the FSD suite.

However, there is still one way to get the Full Self-Driving suite in an outright manner, which would not require the vehicle owner to pay monthly for the driver assistance program — but you have to buy a Model S or Model X.

Months ago, Tesla launched a special “Luxe Package” for the Model S and Model X, which included Full Self-Driving for the life of the vehicle, as well as free Supercharging at over 75,000 locations, as well as free Premium Connectivity, and a Four-Year Premium Service package, which includes wheel and tire protection, windshiel protection, and recommended maintenance.

It would also be available through the purchase of a Cyberbeast, the top trim of the Cybertruck lineup.

This small loophole would allow owners to avoid the monthly payment, but there have been some changes in the fine print of the program, as Tesla has added that it will not be transferable to subsequent vehicle owners or to another vehicle.

This goes for the FSD and the Supercharging offers that come with the Luxe Package.

For now, Tesla still has the Full Self-Driving subscription priced at $99 per month. However, that price is expected to increase over the course of some time, especially as its capabilities improve. Tesla seems to be nearing Unsupervised FSD based on Musk’s estimates for the Cybercab program.

There is the potential that Tesla offers both Unsupervised and Supervised FSD for varying prices, but this is not confirmed.

In other countries, Tesla has pushed back the deadline to purchase the suite outright, as in Australia, it has been adjusted to March 31.

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Tesla Sweden’s port deal sparks political clash in Trelleborg

The extension of Tesla’s lease has drawn criticism from the local Social Democratic opposition.

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Andrzej Otrębski, CC BY-SA 4.0 , via Wikimedia Commons

Tesla Sweden’s lease agreement at the Port of Trelleborg has triggered a political dispute, with local leaders divided over whether the municipally owned port should continue renting space to the electric vehicle maker amidst its ongoing conflict with the IF Metall union.

Tesla Sweden’s recently extended contract with the Port of Trelleborg has triggered calls for greater political oversight of future agreements.

Tesla has used the Port of Trelleborg to import vehicles into Sweden amid a blockade by the Transport Workers’ Union, as noted in a report from Dagens Arbete (DA). By routing cars via trucks on passenger ferries, the company has maintained deliveries despite the labor dispute. Vehicles have also been stored and prepared in facilities leased from the municipal port company.

The extension of Tesla’s lease has drawn criticism from the local Social Democratic opposition. Initially, the Port of Trelleborg hinted that it would not enter into new agreements with Tesla, but it eventually opted to renew its existing contract with the EV maker anyway.

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Lennart Höckert, an opposition councilor, described the port’s decision as a “betrayal of the Swedish model,” arguing that a municipally owned entity should not appear to side with one party in an active labor dispute.

“If you want to protect the Swedish model, you shouldn’t get involved in a conflict and help one of the parties. When you as a company do this, it means that you are actually taking a position and making things worse in an already ongoing conflict,” Höckert said. 

He added that the party now wants politicians to review and approve future rental agreements involving municipal properties at the port.

The proposal has been sharply criticized by Mathias Andersson of the Sweden Democrats, who chairs the municipal board. In comments to local media, Andersson described the Social Democrats’ approach as “Kim Jong Un-style,” arguing that political leaders should not micromanage a company governed by its own board.

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“I believe that the port should be run like any other business,” Andersson said. He also noted that operational decisions fall under the authority of the Port of Trelleborg’s board instead of elected officials.

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