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Tesla in Europe: Go Long or Short?

On Oct. 9th, Tesla organized a county fair event that it called « Giga Fest, » inviting visitors to its newest factory set to start production of its cars in the industrial heart of Europe: Germany. The company hopes to start production in November after German government approval. With this move, the company looks set to capitalize on the popularity for electric vehicles in the Continent.

A total of 1.42 million battery-electric vehicles (BEVs) and plug-in hybrid vehicles (PHEVs) were sold in Europe in 2020, representing a 147% year-on-year increase. Europe has been an excellent market for both BEVs and PHEVs on account of a regulatory push on manufacturers to increase sales of low-emission cars in order to avoid EU emissions fines as well as generous subsidies offered by virtually every European country. In the first half of 2021, this trend has continued with a 157% increase in EV sales estimated in comparison with the same period in 2020.

On Oct. 9th, Tesla organized a county fair event that it called « Giga Fest, » inviting visitors to its newest factory set to start production of its cars in the industrial heart of Europe: Germany. The company hopes to start production in November after German government approval. With this move, the company looks set to capitalize on the popularity for electric vehicles in the Continent.

A total of 1.42 million battery-electric vehicles (BEVs) and plug-in hybrid vehicles (PHEVs) were sold in Europe in 2020, representing a 147% year-on-year increase. Europe has been an excellent market for both BEVs and PHEVs on account of a regulatory push on manufacturers to increase sales of low-emission cars in order to avoid EU emissions fines as well as generous subsidies offered by virtually every European country. In the first half of 2021, this trend has continued with a 157% increase in EV sales estimated in comparison with the same period in 2020.

Tesla’s U.S.-made Model 3s have been assembled in Vossburg, Netherlands, since 2013. In terms of top European countries for Tesla vehicles, Norway, the Netherlands, and Germany had remained a steady fixture in the top three of 10 in both 2018 and 2019.

While Tesla sales went off to a roaring start in 2020 followed by a bumpy path for the rest of the year, 2021 has been estimated to have had a lot more upticks than downturns in estimated sales figures so far.

As of the end of August, it was estimated that Tesla’s high-end Model S and Model X have lost favor in Europe. This was confirmed, in a rather roundabout fashion, by the company in its Q3 earnings release where it stated that « the Model S and Model X mix reduced YoY » in favor of « lower ASP (average selling price) vehicles. » The company’s China-made Model Y, on the other hand, has been gaining ground since its introduction to the Continent in the middle of Q3 2021. VW Group’s total sales volumes of its brand-new BEV models have swamped those of Tesla this year. Tesla also faces ferocious competition from the Hyundai-Kia Group.

In estimates for Europe’s Top 20 BEV new car registrations by model for this year, the company’s rivals have carved out vast swathes in this space.

The Plant Problem

Near the end of 2020, Tesla announced plans to move production from California to Texas. For the Model 3 production line in California, Tesla had spent almost $4 billion for a production capacity of 250,000 Model 3s a year.

When Tesla built the Model 3 factory in Shanghai (China), it was reported that the setup cost for the company was less than half this amount. This suggests that capex in California is an expensive affair. On the other hand, leaked internal documents showcase the estimated cost of the Texas plant to be only $400 million.

This leads to one of two possible concerns for the company:

  1. The estimated cost might be a little optimistic, which could snowball into additional expenses in the future.
  2. The production capacity in Texas might be smaller and more focused.

On October 12, the company announced that it will boost output from its California plant (as well as its Nevada battery plant) by 50%. As deduced earlier, capex in California is an expensive affair and this expansion could come with significant costs in upcoming quarters. In the company’s Q3 update, it was confirmed that the Texas plant would manufacture Model Ys, followed by the Cybertruck, with an expansion of capacity in coming years.

The intentions stated with regard to Giga Berlin are rather enigmatic. The Q3 update indicates that the plant will build Model Ys and some reports expect them to be Europe-specific Model Y variants, with parts being megacast to reduce the number of parts and an updated battery pack. Interestingly, the company admits to buyer preferences shifting towards the lower end of the price segment, but is working on building up capacity in vehicles for the mid-price market segment.

Furthermore, VW has entered the fray in Tesla’s heartland by initiating production of the ID.4 BEV in its Tennessee plant, with further plans to expand EV manufacturing in China as well. A continued shortfall in meeting demand would no longer mean customers would wait patiently in line: there is a growing list of increasingly attractive alternatives available at all price points. Hence, more details on the flexibility of manufacturing in the new plants would be rather welcome.

Tesla’s long-delayed 4860 battery pack – which would effectively make the company’s cars lighter and give them longer range – continues to evade a concrete completion date. The battery packs are considered « necessary » for the success of Tesla’s envisioned Cybertruck, Roadster and Semi models. During the company’s annual meeting earlier this month, Musk said that Cybertruck would reach volume production in 2023, which seems to imply that the new battery pack won’t be ready until then.

In Conclusion

If the strong sales trend seen by the company in Europe in the YTD is any indicator of public faith, the company’s brand equity within the Continent is in good shape. It is no great leap to state that establishing a production line in Europe might help bolster sales further.

However, the company’s path is fraught with red flags: increasing competition that can lap up market share, low sales volume of Model Ys causing a lag in recouping plant expenses, delays in establishing a fast-charging network in Europe, R&D bottlenecks seizing up new product development, Bitcoin holdings going south, and increased levies on the higher-end models amid governmental push to encourage lower-priced EV proliferation are just some of them.

These « red flags » will likely create bumps on the stock’s trajectory, which will make tactical plays a very viable play in either the long or short. Investors with an eye for trends and the discipline for making quick decisions will likely find several profit-making opportunities in either direction – i.e. the « long » and the « short » – in the days to come.

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Violeta Todorova

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Violeta a rejoint Leverage Shares en septembre 2022. Elle est chargée de mener des analyses techniques et des recherches sur les actions et macroéconomiques, fournissant des informations importantes pour aider à façonner les stratégies d’investissement des clients.

Avant de rejoindre LS, Violeta a travaillé dans plusieurs sociétés d’investissement de premier plan en Australie, telles que Tollhurst et Morgans Financial, où elle a passé les 12 dernières années de sa carrière.

Violeta est une technicienne de marché certifiée de l’Australian Technical Analysts Association et est titulaire d’un diplôme d’études supérieures en finance appliquée et investissement de Kaplan Professional (FINSIA), Australie, où elle a été conférencière pendant plusieurs années.

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Oktay a rejoint Leverage Shares fin 2019. Il est responsable de la croissance de l’activité à travers des relations clés et le développement de l’activité commerciale sur les marchés anglophones. 

Il a rejoint LS après UniCredit, où il était responsable des relations avec les entreprises pour les multinationales. Il a également travaillé au sein de sociétés telles qu’IBM Bulgarie et DeGiro / FundShare dans le domaine de la finance d’entreprise et de l’administration de fonds.

Oktay est titulaire d’une licence en finance et comptabilité et d’un certificat d’études supérieures en entrepreneuriat du Babson College. Il est également détenteur de la certification CFA.

Sandeep Rao

Recherche

Sandeep a une longue expérience des marchés financiers. Il a débuté sa carrière en tant qu’ingénieur financier au sein d’un hedge fund basé à Chicago. Pendant huit ans, il a travaillé dans différents domaines et organisations, de la division Prime Services de Barclays Capital à l’équipe de recherche sur les indices du Nasdaq (plus récemment).

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