by the numbers

Tesla sales fall for second straight quarter despite price cuts, but decline not as bad as expected

The Austin, Texas, company said Tuesday that it sold 443,956 vehicles from April through June, down 4.8 percent from 466,140 sold the same period a year ago. Photo courtesy of Tesla

Tesla's global sales fell for the second straight quarter despite price cuts and low-interest financing offers, another sign of weakening demand for the company's products and electric vehicles overall.

The Austin, Texas, company said Tuesday that it sold 443,956 vehicles from April through June, down 4.8 percent from 466,140 sold the same period a year ago. But the sales were better than the 436,000 that analysts had expected.

The better-than-expected deliveries pushed Tesla's stock up 10 percent Tuesday. The stock is down about 7 percent so far this year, but it has nearly erased larger losses from prior months. Tesla shares had been down more than 40 percent earlier in the year, but are up more than 60 percent since hitting a 52-week low in April.

Demand for EVs worldwide is slowing, but they're still growing for most automakers. Tesla, with an aging model lineup and relatively high average selling prices, has struggled more than other manufacturers. Still it retained the title of the world's top-selling electric vehicle maker.

For the first half of the year, Tesla sold 830,766 electric vehicles worldwide, handily beating China's BYD, which sold 726,153 EVs.

Tesla also sold over 33,000 more vehicles during the second quarter than it produced, which should reduce the company's inventory on hand at its stores.

Tesla's sales decline comes as competition is increasing from legacy and startup automakers, which are trying to nibble away at the company's market share. Most other automakers will report U.S. sales figures later Tuesday.

Tesla gave no explanation for the sales decline, which is a harbinger of what to expect when it posts second-quarter earnings on July 23.

Nearly all of Tesla’s sales came from the smaller and less-expensive Models 3 and Y, with the company selling only 21,551 of its more expensive models that include X and S, as well as the new Cybertruck.

The sales decline came despite Tesla knocking $2,000 off the prices of three of its five models in the United States in April. The company cut the prices of the Model Y, Tesla’s most popular model and the top-selling electric vehicle in the U.S., and also of the Models X and S.

The April cuts reduced the starting price for a Model Y to $42,990 and to $72,990 for a Model S and $77,990 for a Model X. Last week, Tesla lopped $2,340 off the $38,990 base price of some newly revamped Model 3s that were in the inventory shipped to its stores.

In addition, Tesla in May offered 0.99 percent financing for up to six years on the Model Y. In June, it offered interest as low as 1.99 percent for three years on the rear-wheel-drive Model 3. Typical new-vehicle interest rates average just over 7 percent, according to Edmunds.com.

Also during the quarter, Tesla knocked roughly a third off the price of its “Full Self Driving” system — which can’t drive itself and so drivers must remain alert and be ready to intervene — to $8,000 from $12,000, according to the company website.

Jessica Caldwell, head of insights for Edmunds.com, said Tesla is having trouble in a market where most early adopters already have EVs, and mainstream buyers are more skeptical that electric cars can meet their needs.

Tesla's “haphazard” price cuts don't work as well as they once did because consumers now expect them, she said. “We’ve seen the automaker exhaust its bag of tricks by lowering prices and increasing incentives to spur demand without much success in the U.S. market,” Caldwell said.

Also, Tesla's aging model lineup doesn’t look much different than it did years ago she said. And with price cuts, used Tesla prices tumbled. Anyone wanting a Tesla can get a far better deal buying a used one, Caldwell said.

Caldwell doesn’t see any big catalyst this year that would boost Tesla sales unless gasoline prices spike, and she said Musk's shift to the right since taking over Twitter has hurt the brand's image.

Wedbush analyst Dan Ives wrote in a note to investors Tuesday that second-quarter sales were a “huge comeback performance” for Tesla. “In a nutshell, the worst is in the rearview mirror for Tesla,” he wrote. The company, he wrote, cut 10 percent to 15 percent of its workforce to reduce costs and preserve profitability. “It appears better days are now ahead as the growth story returns,” Ives wrote.

In its letter to investors in January, Tesla predicted “notably lower” sales growth this year. The letter said Tesla is between two big growth waves, one from global expansion of the Models 3 and Y, and a second coming from the Model 2, a new, smaller and less expensive vehicle with an unknown release date.

Tesla is scheduled to unveil a purpose built robotaxi at an event on Aug. 8.

Trending News

A View From HETI

Texas's evolving energy landscape means affordability for residents, a new report finds. Photo via Pexels

The Lone Star State is an economical option when it comes to energy costs, one report has found.

WalletHub, a personal finance website, analyzed energy affordability across the 50 states in its new report, Energy Costs by State in 2024, which looked at residential energy types: electricity, natural gas, motor fuel and home heating oil.

Texas ranked as the fourth cheapest state for energy, or No. 47 in the report that sorted by most expensive average monthly energy bill. Texans' average energy cost per month is $437, the report found.


Source: WalletHub

Here's how Texas ranked in key categories, with No. 1 being the most expensive and No. 50 being the cheapest:

  • No. 27 – price of electricity
  • No. 15 – price of natural gas
  • No. 44 – natural-gas consumption per consumer
  • No. 40 – price of motor fuel
  • No. 16 – motor-fuel consumption per driver
  • No. 49 – home heating-oil consumption per consumer

With the most expensive state — Wyoming — being over four times the cost compared to the cheapest state — New Mexico, the difference between energy costs between states varies greatly, but the reason for that isn't exactly a mystery.

“Energy prices vary from state to state based on several factors including energy sources, supply and demand, energy regulation, regulatory authorities, competition, and the free market," explains expert Justin Perryman, a professor at Washington University School of Law. "[States] such as Texas have a deregulated electricity marketplace. Missouri and 17 other states have a regulated energy market. In deregulated markets there are typically more energy providers which often leads to more competition and lower prices; however, other factors can contribute to energy prices.

"In regulated markets, the state energy regulatory authority sets the prices of energy," he continues. "It can be politically unpopular to raise energy costs, so those states may benefit from lower energy costs. Factors such as the state’s commitment to renewable energy may also factor into energy costs. Proximity to less expensive energy sources can lower energy costs.”

Texas's evolving energy landscape has been well documented, and earlier this year the state's solar energy generation surpassed the output by coal, according to a report from the Institute For Energy Economics and Financial Analysis.

A separate report found that, when compared to other states, Texas will account for the biggest share of new utility-scale solar capacity and new battery storage capacity in 2024. According to the U.S. Energy Information Administration, the state will make up 35 percent of new utility-scale solar capacity in the U.S. this year.

Trending News