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When running a business, having to throttle the hype for a new product isn't such a terrible problem to have. That's exactly was Tesla is doing with its Model X SUV, which is slated to go on sale next year. During a quarterly earnings call (transcript available here), Tesla CEO Elon Musk explained that Tesla is currently steering customers away from the upcoming electric ute.

"If somebody comes in who wants to buy the X, we try to convince them to buy the S." – Elon Musk

"There are no cars available for a test drive," says Musk. "There is no information about the cars in our stores because we're only selling the S. In fact, if somebody comes in who wants to buy the X, we try to convince them to buy the S. So we anti-sell it."

Sure, but why not get out in front of the Model X release, and encourage people to adopt early? According to Musk, Tesla can create demand for the Model X "at will." He just doesn't want customers twiddling their thumbs while they wait for their new car to become available. Musk says that in China, the only grievances were customers who were "upset about waiting too long for their car. So it's like, boy, we better not stoke demand in that situation."

So it sounds like confidence is high over at Tesla concerning the Model X (perhaps Mr. Musk wouldn't mind sharing the patent for his magic demand wand). Customers, just make sure to temper your desire for the electric SUV for now, or you might just end up behind the wheel of a Model S sedan.


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  • 35 Comments
      bluepongo1
      • 6 Months Ago
      In reference to the last line of this story: I'm actually thinking of not waiting for the Model X or getting a Model S. * Cool Story Bro alert * I'm thinking of doing something with salvaged Tesla Motors parts... depending on availability.
        Alan
        • 6 Months Ago
        @bluepongo1
        Others have experimented with Nature...at Great Personal Cost! <: 0
        Spec
        • 6 Months Ago
        @bluepongo1
        Have you read up on the Stretchla?
          bluepongo1
          • 6 Months Ago
          @Spec
          I have only seen what was reported here, but his project should be a wealth of info for trouble-shooting purposes. :-)
        purrpullberra
        • 6 Months Ago
        @bluepongo1
        Someone has to be the wild guy willing to Frankenstein it in the hopes of making a treasured gadget. :-) Good luck brave man!
          bluepongo1
          • 6 Months Ago
          @purrpullberra
          LOL!!! Thanks, Back when Coda went under I thought of putting a wrecked Roadster drive-train in one of their left-over bodies, but I couldn't get everything I needed together. Lately I think it might be better just to get the useable salvage parts together and go with building a frame from there. :-)
      Grendal
      • 6 Months Ago
      17,000 preorders are out there. If the S is any indication there will be about a 15% drop rate. The S had a 20% drop rate but I'm throwing 5% back in because for the S no one had any idea of how good the car was. Now we have the S to have a much better understanding of what you're going to buy. Non-sequitur information moment: Dave & I calculated the amount of energy used to refine oil into gasoline on another thread. Every gallon of gas takes .186 kWh and 1 cubic foot of Natural Gas to get refined. I am certain that is somewhat inaccurate but it is in the ballpark based on the data from: https://greet.es.anl.gov/files/petroleum
        Joeviocoe
        • 6 Months Ago
        @Grendal
        usbseawolf and I did these same calculations a few years back.... using GREET by ANL. The results varied, especially since refineries do not report electricity usage very often. And never report any electricity generated onsite using generators fueled with their own waste gases. It was between 0.1 kwh/gal and 0.3 kwh/gal on average... with some rare cases when we calculated 1.2 kwh/gal.... bottom line... it is a myth that "it takes more electricity to refine gasoline". That being said.... it does take over 6 kwh "equivalent energy" to refine gasoline.... but most of that energy is from heat input (steam) which can be obtained directly from the process itself. Ultimately... refining oil into gasoline is a NET ENERGY POSITIVE practice. It ought to be... since we are extracting a natural resource which collected solar energy for millions of years.
          Dave D
          • 6 Months Ago
          @Joeviocoe
          It's nice to always have a voice of sanity in these discussions. Thanks Joe.
        Spec
        • 6 Months Ago
        @Grendal
        1 cubic foot? At atmospheric pressure? That sounds like not much energy.
          Grendal
          • 6 Months Ago
          @Spec
          Per gallon. I'm not really sure how much energy that translates to.
        Tysto
        • 6 Months Ago
        @Grendal
        How far could I drive a Model S on .186kWh? (Minus 10% wall to wheel lossage)
          Grendal
          • 6 Months Ago
          @Tysto
          .66 or 2/3 of a mile. Your average gas tank is 15 gallons. So almost 10 miles of range from the electricity used to refine the gasoline in a full tank. I have no clue what a cubic foot of NG would equal out to except that it is 1027 BTU's. And that is per gallon...
        JakeY
        • 6 Months Ago
        @Grendal
        "Energy" or electricity? If it's "energy" it has to be way more than just 0.186kWh, since compared to 33.3 kWh per gallon gasoline, that 0.186kWh implies 99.45% refining efficiency. Also, you have keep in mind that document only accounts for purchased electricity and feedstocks. It does not account for electricity made within the plant itself.
          JakeY
          • 6 Months Ago
          @JakeY
          I previously estimated how much useful electricity can be made from gasoline refining feedstocks. Most of them are natural gas or similar, so using a 40% electricity generation efficiency (a bit lower than the average of natural gas plants in the US), and that ~5kWh of energy is used to refine that gallon of gasoline, that works out to ~2kWh of electricity that can be made from feedstocks used to refine gasoline. Little, but not insignificant (Model S can go ~5 miles on this, Leaf ~6).
          pmpjunkie01
          • 6 Months Ago
          @JakeY
          And you haven't even started to consider the amount of co2 released from the tanker burning bunker oil to ship this stuff around! The closer you look, the dirtier it gets.
          purrpullberra
          • 6 Months Ago
          @JakeY
          Fantastic. I really get too distracted to do all the searching for the numbers but I think you've got all the right ideas. Wow a ModelS could go about 5 miles on the electricity it takes to refine a gallon of gasoline. That really puts things into perspective, how wasteful gasoline really is compared to just using the electric energy directly in cars.
          Grendal
          • 6 Months Ago
          @JakeY
          The electricity used to turn oil into gasoline. I was using the fully charged video about the amount of electricity used in the refining process and Dave referenced the link above to imply that it wasn't all that much. The table said that 765 billion kWh were used in the year 2011. The Fully Charged video was making the point that gas cars are "coal cars." 765 billion kWh is such a huge number I was nonplussed and asked for clarification. Dave came up with 83 kWh per car which breaks down to .186 kWh per gallon. I never checked Dave's numbers which is why I commented that it was possibly inaccurate. The number is not outrageous but it is a decent amount of energy for only the refining process.
      Dave D
      • 6 Months Ago
      Business 101: Sell what's on the back of the truck.
      rexxy
      • 6 Months Ago
      What is this?!? http://www.teslamotors.com/en_CA/forum/forums/important-new-tesla-models-announced-dutch-autoweek-news-video-2015-model-x-2016-model
        purrpullberra
        • 6 Months Ago
        @rexxy
        Very interesting. That's sort of what I've been thinking about and wrote about earlier. I'd like to hear more about the future to get pressure off of the ModelX delivery to give people something else to talk about and wish for. The supposed ModelC would be THE ultimate car for the whole world. City car size, 150+mile range, Supercharging, Tesla name and quality, around $15k. They could sell millions a year of those. I salivate at the idea of that very car being produced within the next 10 years. Good find!
          • 6 Months Ago
          @purrpullberra
          Yeah, it'll be around 30k minimum. You realize that the battery alone in the S is 30k, right?
      Neil Blanchard
      • 6 Months Ago
      Any word on the status of the Model X having side video mirrors? I hope that Tesla is able to affect this change in the law.
      purrpullberra
      • 6 Months Ago
      I forgot to even mention that I think they'll be announcing another product soon, besides the same ModelS or X. They've supposedly been working on various updates, like to the seats, and to be putting the second axle/motor in to make an AWD ModelS. Versions with different batteries or motors, catering to niches they've discovered. (I hope.) An extra high performance version would make some nice waves. I still find it hard to believe how much Tesla dissuade people from *raising* their ModelS's. If folks want a ModelX SO BAD, sell them a ModelS safely, stylishly raised up 3". Tell them the range suffers but don't prevent it or dissuade folks. Offer it! How does it hurt Tesla to make the customer happy and make even more money? Rollover, HAHA?! Only dipsh1+s with a vague death wish have ever been more than bruised in one after all.
        Technoir
        • 6 Months Ago
        @purrpullberra
        And AWD model with 2 identical motors could beat any other car on the drag strip. The 2WD version already beats most super sport cars.
      purrpullberra
      • 6 Months Ago
      The "angry man in China" was what I thought of first after reading the headline. Why would Tesla do anything else but sell sell sell the only product they have? The only reasonable thing to do is somewhat reluctantly take cash deposits, make money off of it, and put die-hard Tesla fans (or just lucky people) on the incredibly long waiting list. Can you imagine just investing the $5k in Tesla at say $30? 165 shares approx. Today worth $39k Geez, who ISN'T kicking themselves for no going in even more?!? But that has to sting for those on the list unless they are rather wealthy or REALLY well-centered.
      Rotation
      • 6 Months Ago
      Company tries to sell the cars they have instead of ones they don't. More hot news like this coming up right after the break.
      Johnny04
      • 6 Months Ago
      Actually he has shared the patent for his magic demand wand. It's called creating products people want and make them better than anything available on the market.
        Technoir
        • 6 Months Ago
        @Johnny04
        That's right. And Tesla proves one thing.........if you have an exceptional product, you don't even need a big advertising budget. The people will do the advertising themselves.
      paulwesterberg
      • 6 Months Ago
      There are now 18,728 model X reservations according to this post: https://www.teslamotorsclub.com/showthread.php/7535-Model-X-Tally
      paulwesterberg
      • 6 Months Ago
      It looks so much better without stupid side mirrors!
        Koenigsegg
        • 6 Months Ago
        @paulwesterberg
        No it doesn't. Side mirrors look great, cameras look dumb
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