Will Tesla Still Be Around In 5 Years?
Brief Insights
While Tesla has achieved some notable successes, its
inability to meet its own production goals and targets is troubling.
Although Tesla’s electric cars aimed at the consumer
market are stylish and innovative, its technology is neither ground-breaking
nor disruptive. So how can it manage to stay alive as an unprofitable niche
player in the highly competitive auto industry?
In February Elon Musk launched a Tesla electric sports car
into space on the powerful new Falcon Heavy rocket, and Tesla also reported its
fourth quarter earnings, which narrowly beat analyst estimates. The company’s
revenue rose to $3.288 billion, from $2.284 billion a year ago. Both of these
events demonstrate Tesla's potential and sheer audacity. Yet, these headline
grabbing events don’t change the fact that the company is hemorrhaging red ink,
losing $1.9 billion for full year 2017, and those loses will increase even
further in 2018. Additionally, during their earnings conference call, company
officials tried to tamp down expectations for 2018, citing battery supply
constraints and production delays at their new state-of-the-art Gigafactory.
The Tesla Gigafactory, still partially under construction, is located near the
unincorporated community of Clark, Nevada, in northern Storey County, about 17
miles east of Reno. Construction on the facility is expected to be completed by
2020.
According to David Trainer the CEO of New Constructs, an
equity research firm, Tesla has been plagued by production problems from the
very beginning, from its first car, the Roadster to the current Model 3. The
Roadster actually used an AC motor originally designed in 1882 by Nikola Tesla
himself. Additionally, Trainer wrote in a recent article that the Model 3
production problems also led to the delay of the debut of Tesla’s first
commercial vehicle, the new electric semi-truck. Further, Trainer points out
that while Tesla promises the moon and even Mars, the company continues to
struggle with basic manufacturing and production. Tesla’s main vehicle
manufacturing facility is in Fremont, California. Moreover, Tesla’s troublesome
production delays aren’t occurring in a vacuum. There is increasing competition
in the electric vehicles (EV) arena. The Chevy Bolt outsold all Tesla models
combined last October, and Chevy delivered over 23,000 Bolts in 2017. Tesla
clearly needs to fix its production issues, or some on its long waiting list of
EV customers may abandon it for more easily accessible options. Tesla
quickly racked up 373,000 pre-orders for the Model 3, charging $1,000 just to
get on the waiting list.
Nevertheless, Tesla, based in Palo Alto, California, does
have strong enthusiasts, and also is now listed, as of 2017, on Statista's Top
10 Most Valuable Brands within the automotive sector
worldwide. Tesla made it into the ranking for the first time last
year, and the Tesla brand alone is valued at $5.88 billion. By comparison,
Toyota was ranked as the world's most valuable car brand in 2017, with a brand
value of $23.5 billion. Tesla also produced its 300,000th vehicle in February
2018. Plus Tesla's new heavy-duty electric truck is truly a potential game
changer. The electric trucks made their "first production cargo
trip," transporting battery packs from Tesla's Gigafactory in Nevada to
the company's car-assembly factory in Fremont on Wednesday, March 7th. Tesla
is currently considered to be a niche, luxury car maker, and not a commercial
truck producer. Nevertheless, when Tesla first unveiled its sleek electric
semi-truck in November, and announced that they were entering the $719 billion
freight shipping industry, the news immediately generated enthusiasm for the
electric truck, which will have a range of 500 miles per charge, and can accelerate
from 0-60 mph in five seconds. Although full production isn't expected to begin
until 2019, companies are already placing orders for the electric big rig.
Walmart, Meijer, a Michigan-based supermarket chain, J.B. Hunt Transport
Services, Pepsi, and Anheuser-Busch have all placed orders for the Tesla Semi,
putting down a $5,000 deposit for each truck, according to CNN Money. The
electric truck will most likely be used for short hauls, but the Tesla Semi is
likely to make some waves in the industry, CNN Money's auto guru Peter
Valdes-Dapena pointed out. Moreover, some extreme enthusiasts say Tesla is the
next Apple Inc. However, Apple is not plagued by the constant production
headaches that Tesla can't seem to overcome. One of Tesla's key production concerns
is limited battery availability. Panasonic currently produces the batteries for
Tesla automobiles. But the battery currently being produced is an older
technology and there are likely no other automobile volume buyers for this
technology except Tesla. And for that reason Panasonic likely does not want to
expand production capacity of that battery, especially since Tesla plans to
switch to a new battery sometime in the second half of 2018, according to a
Seeking Alpha article. Moreover, these problematic capacity issues and
production delays have caused Tesla's operating expenses to
skyrocket.
And speaking of rising costs, Tesla plans to award CEO Elon
Musk an estimated $2.6 billion in long-term compensation. Since the company has
yet to turn a profit, this massive increase in compensation has raised some
eyebrows, and generated negative feedback from some investors. If the company
was currently profitable, this wouldn’t be a cause of concern. Tesla also
stated that its ultimate goal was to reach a market capitalization value of
$650 billion, the company’s current market cap is $56.6 billion. Talk about
swinging for the fences, this is an extremely ambitious goal. To put things into
perspective, Toyota’s market cap is currently $185.7 billion, and they earn $15
per share. However, Tesla currently loses -$11.83 per share, and failing to
meet production targets with its new Model 3 has sharply increased its
spending. And indeed Tesla's freewheeling spending is somewhat alarming to some
of its investors. Tesla’s aggressive spending has been previously challenged by
Tesla stockholders. When Tesla agreed to acquire SolarCity Corp, the largest
installer of rooftop solar systems in the US, for $2.6 billion in August 2016,
stockholders filed a lawsuit. SolarCity was co-founded by two of Musk's
cousins, and the plaintiffs alleged that the Tesla board of directors, of which
Musk is the chairman, breached their fiduciary duties in approving the
acquisition. Tesla’s current rate of spending is so aggressive that the company
is predicted to run out of cash by Monday August 6, 2018, according to
motor1.com. However, with large looming debt repayments due and Capex
commitments, Tesla will most likely revisit the capital markets sometime in the
first Half of 2018, to replenish its cash reserves through a bond offering.
Tesla clearly believes that aggressive spending is a
necessary means to reach their ultimate goal.
“Yes. It's also like for any given complex manufactured
item, in order to go past the total capacity, you really need to move the whole
supply chain in cadence… There have to be investments in new lines or it's
going to require overtime, which negatively affects gross margin,” said Musk,
in their earnings conference call. Also, according to Seeking Alpha, Tesla has
aggressively discounted its Model S and Model X vehicles to maintain the sales
levels. And because of these discounts, they are racking up higher losses. But
Tesla’s diminishing cash position makes steeper discounting an untenable
option. And further complications include the rise in interest rates and
commodity prices, cobalt prices have shot up from $10 a pound to above $37. In
addition to these cost increases, the recent resignation of their chief
accounting officer and controller, Eric Branderiz undoubtedly made a few
investors nervous. He isn't the only high-profile departure, a month earlier
John McNeill, who was head of the sales and service group, resigned from the
company. Bloomberg reported that Branderiz, who was hired in October 2016, had a
base salary of $300,000 per year. But potentially his most attractive benefit
was a $5 million stock equity award, to be fully vested only after four years
of service. This clearly suggests that Branderiz, regardless of his reasons,
left a great deal of money on the table with his early departure. These
developments definitely make the situation more complicated for a company that
is aggressively piling up debt.
According to David Trainer of New Constructs, Tesla hypes
itself as being long-term focused, but it appears that the company spends more
time and effort on publicity stunts, such as sending a Roadster to Mars, than
on achieving its own production targets. He added that if Tesla can’t hit
simple production targets, it’s hard to take them seriously about anything.
Further, Trainer sees Tesla as a distant challenger to the leading car
companies such as Ford and Toyota. And while Tesla may have the competitive
advantage with its high quality electric vehicles in the EV market today, Tesla
will start to face increasing competition from the more established auto
makers. Moreover, competition will likely increase dramatically in the EV
market over the next two decades, according The Economist magazine. The
magazine reported that while today the EV market only accounts for a small
niche of vehicle sales, about 1.5% of the new-car market in America and 1% of
cars sold worldwide, the EV market will explode to between 10% and 15% of the
market by 2025. And this is just the beginning, the indications are that in all
probability the European Union will outlaw all petroleum and diesel fueled cars
by 2035, and the western European car market will become completely electric.
Further, Britain, France and China have all recently announced that all
internal-combustion engines will banned from their roads by 2040.
The worldwide car market will change by startling leaps and
bounds over the next two decades. Nevertheless, a number of car makers such as
Honda, Toyota, Hyundai, GM, Mercedes-Benz and Volkswagen are hedging their bets
with hydrogen fuel-cells, instead of going all-in on cars powered only by a
lithium-ion battery. Mercedes will soon introduce a plug-in hybrid SUV that
combines a battery pack with a fuel-cell generator. So the next step in hybrid
technology is an electric vehicle capable of generating its own electricity
with a fuel-cell. Yet, Elon Musk stated in 2015 that fuel cells for use in cars
will never be commercially viable because of the inefficiency of producing,
transporting and storing hydrogen.
Regarding Tesla's stock itself, the company launched its IPO
on June 29, 2010, trading on the NASDAQ, under the ticker symbol: TSLA. It was
originally offered at a price of $17 per share. So a $1,700 purchase (100
shares) at the IPO price would have grown to just under $35,000 today.
Moreover, the stock performed outstandingly in 2017, rocketing up from a low of
$178.19 in November of 2016, up to a new all-time high of $389.61 in September
of 2017. Since then, the stock has been stuck in a sideways consolidation,
bouncing up and down between $292.63 and $360.50. Any sustained selloff could
push the stock down to its 200-Week moving average, this key support level is
currently around $251.
Tesla is clearly on the cutting edge of coming changes in
the auto industry. But that wave of change only looks like a little ripple now.
Being the first mover in an industry is no guarantee of eventual profitability,
or even of survival as a going concern. Tesla is one of the most ambitious and
dynamic companies to come along in the past decade. The question is will Tesla
run out of borrowed money before it gets a chance to actually ride that wave of
change? Only time will tell.