If a person were to define the goal of aspiration, not in the dictionary sense, but in the ideal sense, a part of it would include attempting to achieve things that were previously considered impossible.
From the point of view of Tesla, setting seemingly impossible goals and then shooting to attain them has apparently become a new model for doing business. As the old adage goes — shoot for the stars. Go ahead try. If you miss them you might hit the moon instead.
With the Model 3, it appears that Tesla, so far, may have just managed to land on the moon after setting some pretty amazingly ambitious initial star-shot-type goals. That said, the moon, at this point, appears to be a temporary way-station as the company course corrects, but is still aiming for some ridiculously starshot-high production goals through 2018.
According to recent announcements from Tesla, the company achieved 2,425 units of production in the 4th Quarter of 2017. This is a considerable jump from third Quarter production of around 260 Model 3s. It is not, however, anywhere near the 5,000 vehicle per week target by year end that Tesla had initially aimed for. In other words — some moon, but no stars as yet. And it’s obvious that some Tesla watchers are disappointed. Perhaps more frustrating to those of us who are EV lovers, Tesla has again scaled back its targets somewhat — shooting for 2,500 vehicles per week by the end of Q 1 of 2018.
(Ramping Model 3 deliveries in a record 4th Quarter for Tesla. Image source: Electrek.)
But before we leave it at that, let’s add just a little context.
The first bit is that reviews for the Model 3 are coming back as very positive. Even Jalopnik, which regularly tears Tesla a new one, recently complained that there wasn’t enough to criticize about the Model 3. Meanwhile, previous Tesla owners are raving about the car. So some credibility must be given, there, to Musk’s recent claim that the company is aiming for a slower ramp to focus more on quality early and push the mass quantity part back for later. But how much later is still a pretty serious question on everyone’s mind.
The second piece of context that’s worth considering is the fact that as of December, the Model 3 was likely the 5th or 6th best selling EV in the United States. If Tesla manages to achieve an average production rate of around 500 to 1,000 vehicles per week in January, then the car will likely be ranked between 1st and 3rd. By March, if the ramp continues to scale up, it’s likely that the Model 3 will hit over 5,000 monthly sales and be the best-selling EV in the U.S.
(Despite moderate production delays, the Tesla Model 3 continues on its ramp to mass production. As you can see from the above video, fans really love this car. Meanwhile, many analysts don’t see major issues with the present Model 3 ramp and still expect Tesla to be selling north of a million EVs per year by the early 2020s.)
Looking still closer, we should take Tesla’s claims of 750+ vehicle per week production in late December with a dash of salt. It’s clear that Tesla production is now ramping. That bottlenecks are being cleared. That said, this announced sustained rate is the highest yet achieved over a relatively decent period of time. And, if past is any guide, it’s likely that Tesla will be speeding and slowing the line as they address issues. We probably shouldn’t assume that every week from now on will produce 750 or more. It could. But it’s likely we’ll see a kind of two step forward, one step back, two step forward progression as Tesla continues to refine the Model 3 line.
To this point we should probably also add that when Tesla says it is aiming for 2,500 vehicles per week by end of Q1, that’s probably a snapshot of peak production. Not of average weekly production during March. Same for the 5,000 vehicle per week target by June.
It’s a lot to digest. But I think those of us who’ve been following EVs for some time should sit back and take stock of what is a really big achievement underway. It may not be happening as fast as many had hoped. But it is happening. And even with its less ambitious ramp, Tesla appears set to at least double its overall EV production during 2018.
Steady as she goes…