$Tesla(TSLA.US) has no one but itself to blame for squandering first movers’ advantage in EVs from 2020-2023 and if they use the same play book of allowing the product to speak for itself will squander their first movers’ advantage in unsupervised autonomy in 2026-2027 as well.
The appropriate strategy for TSLA is to clearly communicate the benefits of Cybercab/unsupervised autonomy (time saved, drives while you’re tired, safer than human driving, aesthetics) to would be consumers via a limited (~$100 M) advertising spend. This cements TSLA’s autonomous advantage in the minds of consumers once others copy and add autonomous vehicles to their own product offerings. TSLA allowing its technology to speak for itself is a short-term engineering mindset and merely communicates the product benefits to Tesla’s existing customer base, who already are well aware of and are willing buyers of the technology. The goal of advertising is to convey the benefits of an innovation to new consumers who wouldn’t ordinarily consider Tesla in their evoked set of potential automotive brands. A second benefit is the halo effect for safety and advanced driving technology that autonomy establishes for the overall TSLA franchise. TSLA bulls who can’t see these benefits don’t understand why TSLA has underperformed NDX the past 1, 3, and 5 years. The market’s not stupid. With a 200x forward P/E, TSLA needs to deliver better than 35%-40% long term EPS growth to justify that multiple. Absent this level of growth, TSLA stock is likely to continue to underperform.












