Recently, there’s been some bad news out of Detroit. Ford’s backing off on some upcoming EV models, including a three-row SUV many had been looking forward to, and will instead be focusing more on hybrids. GM has been having different problems with software, recently laying off 1,000 developers after a string of Silicon Valley types failed to acclimate to more traditional corporate culture.
While these companies would like to have us all believe that making EVs and software for EVs is simply too hard, other companies like Tesla and Rivian have been doing a lot better. Tesla is now making more EVs than anybody, even beating out ICE models in some segments. Rivian is still climbing the profit ladder, but is selling software to Volkswagen, a pretty good sign that “legacy auto” is struggling in odd ways while newcomers are having no problem churning out EVs.
So, we need to ask ourselves why these established players are struggling while newcomers are doing just fine.
They aren’t losing money. They rolled long term capital investments into the “cost” per car. They had to make those investments or get left behind when the protectionist dam breaks. For what they actually spend per unit they make money on every car. In fact the cost doesn’t go up that much for higher models. So the higher the model they can sell, the more they make. They influence that by literally not making economic vehicles available.
I know full well Ford aren’t losing money on each sale. But that’s the idiotic meme that keeps popping up.