Tesla’s Robotaxi event came and went last night, and we finally learned (very few) new details about the much-hyped car that CEO Elon Musk thinks will add $5 trillion to Tesla’s market capitalization.
But the main thing it left me (still) thinking is: why does this car even exist?
Tesla has been talking about robotaxis for a long time, so of course it makes sense that it would unveil a robotaxi… right?
But here’s the rub: when Tesla first started talking about robotaxis, it was in the context of the Model 3 and other vehicles that the company already makes.
As far back as 2016, Tesla was talking about “Tesla Network,” a proposed system that would allow Tesla owners to send out their cars to work as taxis once the company had solved full self-driving.
I mentioned all of this in my Tesla Model 3 review back in 2018, showing some of the details that indicated that Tesla was getting ready for this robotaxi future – such as the use of a phone as a key and an interior camera to keep tabs on occupants.
And this wouldn’t just be applicable to certain vehicles, but to all cars that Tesla makes. Because Tesla also said that all its cars come with the hardware for full self-driving as early as late 2016.
Musk even went so far as to say that Tesla will stop selling cars once it solves autonomy. The idea is that those cars would be more profitable to keep around as robotaxis, that each would be worth $100k-$200k due to this function and that they should be considered “appreciating assets” as a result. (Though Musk did say last night that Tesla will sell Robotaxis for $30k, which runs counter to this past assertion of his).
So there is a long history of Tesla referring to its vehicles as potential future robotaxis, rather than talking about an individual robotaxi product. And it even said the same last night, as there were 20 Robotaxis and 30 other Tesla vehicles shuttling people around at the event. Musk reiterated last night that all cars Tesla makes would be capable of full autonomy, and even said that existing cars would be driving all by themselves prior to when he said the Robotaxi will hit the road in 2026-2027 (though he stumbled and said “let’s not get nuanced here” when the crowd asked whether this would apply to HW3 cars, which Tesla previously promised full autonomy for).
But hey, maybe it makes sense to release an individual Robotaxi product that would be fully focused on this function and no other, in order to save cost and reduce complexity.
That’s certainly an argument, and Tesla’s announced $30k starting price for the Robotaxi/Cybercab product (even Musk seemed unsure which name to call it) is a lower price than any vehicle the company has sold yet, and among the cheapest price we’ve ever seen for an EV (shout out to the all-time value winner, the now-defunct Chevy Bolt).
Also, I have to say, it looked great out there. Compared to the previous renderings/models/spy shot we’ve seen, I thought the final product looked fantastic. If it were just a normal EV, with that design, a small sporty low 2-seater for about that price, I’m sold.
A smaller car, without many of the creature comforts that might be desired by a driver, with more simplicity for less maintenance and easier cleaning, can certainly help to get costs down. And that’s great and needed. A $30k vehicle will be available to more people than a $42k Model 3, the next-cheapest car Tesla currently sells.
But…. why not a $25k Model 2 then?
Tesla already had the answer to this question: the cancelled Model 2
So if Tesla wants to have a cheaper, simpler car that is capable of robo-driving tasks, and if it’s still clear that all of its vehicles will gain this capability, why doesn’t it just make the cheaper, simpler car that it’s been talking about for years: the Model 2.
Not much was known about the Model 2, except that it would be a cheaper, smaller EV, starting at $25,000 – long thought to be the appropriate entry-level for consumer vehicles (the cheapest gas cars in America are around $17k – and a $25k EV would cost about the same after the $7,500 federal tax credit).
But earlier this year, it was reported that Tesla was shutting down Model 2 development. Musk denied that report, but like many of Musk’s denials, it turned out to be true.
Instead, Musk directed the company to pivot to Robotaxi, and rhetorically, he has been talking a lot more about robotaxis, artificial general intelligence robots, and various other pie-in-the-sky promises, in keeping with the tech buzzword du jour..
But while there’s a lot of demand in the stock market for CEOs who incessantly talk about AI, there’s also a lot of demand in the car market for a cheap electric vehicle. And Tesla is a car company, after all, not a stock company (isn’t it?).
And what we do know from the event is that Tesla thinks they can make a self-driving electric vehicle for under $30k, and that that vehicle would be “over-specced” for what it is, using a more powerful AI computer than necessary. And they think they can do this within the next 2 years or so.
If these two things are possible, I believe that those efforts would be better channeled towards the Model 2, rather than the Robotaxi.
While Musk stated in the event that existing vehicles would be capable of full autonomy before the Robotaxi starts shipping, I don’t think anyone believes this. After a decade of FSD coming “at the end of next year,” the boy has thoroughly cried wolf and this timeline does not seem realistic.
Further, Musk said that it would come to California and Texas first, pending regulatory approval. Even if Tesla does swiftly get regulatory approval in those states, that still limits the addressable market while it works to scale up and get approved in other regions. The process of homologating a Model 2 would go much more smoothly than that, and could be sold globally much faster.
And while Tesla’s car timelines also tend to slip by several years, with how long we’ve been talking about a “cheaper Tesla car” and its relative similarity to existing vehicles (as opposed to the vast differences involved in making a Cybertruck or Roadster), I also think the Model 2 could have been manufactured before Robotaxi could (especially when taking into account regulatory timelines).
If that’s the case, then wouldn’t it be better for Tesla to make this car that I believe would be ready before Robotaxi will, that will fulfill a need for a lot of buyers right now (especially in a circumstance where affordable Chinese EVs are popular enough to force protectionist trade measures), that would have global appeal, and that will have all the capabilities of a Robotaxi once (or if) FSD finally ever gets solved?
Maybe it’s about cost-cutting… or maybe it’s about the stock
Now, perhaps part of the reason for Model 2’s cancellation is because Tesla did not see enough cost-cutting possible to build an EV for $25k, or thought the level of cutting would be too severe to sell desirable consumer vehicles at that price. With a Robotaxi, perhaps customers would accept a more bare bones experience than in a Model 2 that they own as a personal vehicle, and maybe that’s the only way that Tesla can get the price down.
And there’s something to be said for a vehicle that’s fully autonomous-focused, with things like inductive charging and being designed for robo-vacuums to clean the car without human intervention (both were briefly glossed over in last night’s presentation).
But there’s definitely demand for a cheaper, human-driven EV, and I think Tesla got the order wrong on this one – it would be better to sell a bunch of Model 2s earlier than a bunch of Robotaxis later, since I don’t think full level 5 FSD, along with regulatory approval, is coming within the next year or two. And if you have to choose whether to have hardware or software ready first, you definitely want to choose software – because hardware costs a heck of a lot to build.
Or… maybe all this AI talk is more about the stock than it is about actual products, as alluded to above. This has been a common theory among Tesla haters for some time, but was never all that realistic because Tesla did and does sell a lot of cars, and a whole ecosystem around them of energy products like Powerwall and Superchargers, which work well and make a lot of revenue, with pretty good margins.
But when Musk suggests that Robotaxi will be worth $5 trillion in market cap, when he goes on a months-long rampage at the company to sell his own stock grant package to shareholders, and when he goes on about long-term dreams and how Tesla is going to change the world in 6 huge ways next year alone (really next year this time, I promise), that feels less like a mature and achievable product timeilne and more like a set of actions that are driven by a desire to, let’s say, make up for a really bad personal business decision that he funded on the back of TSLA’s formerly-high share price.
But if it is about that, it seems that Elon has run out of rope. The market, this time, doesn’t seem too convinced. Maybe instead of sky-high promises that nobody thinks will be met, and that you are burning public trust with each time you make them (or uh, maybe that’s happening for another reason)… people really do just want a cheaper car that everyone can buy.
Make it.
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