Tesla recently made a temporary discount on electric cars. It would seem to afford lowering of the cost of cars by $2000 only if favorable financial environment. However, the report for the previous quarter showed that even then, Tesla lost an average of about $4000 on each car, that is, selling them below cost.
At first glance this is bad news for the company, but not all that bad. First, the market situation is changeable. In 2013 and 2014, the company received on average about $2000 from the sale of each car and situation again in the future may change.
Second, Elon Musk believes any temporary difficulties, and even willing to sell a small share of the company’s shares if it would require additional costs. However, he believes that by the beginning of 2016 Tesla will begin to earn sufficient amount of money to limited production of one high-end model of the electric vehicle to move to large-scale production of several models, including more affordable. Also the company plans to start mass production of household batteries Powerwall.
In the plans of Tesla in 2017 the production of affordable Tesla model 3 ($35 thousand), and by 2020 it is planned to annually sell 500 thousand cars.