As 2011 closes, electric car fans are wondering if the momentum established this past year can build into a breakthrough year for EVs in 2012. The signs are positive, with a dozen or more new plug-in models for consumers to consider in the next 12 months. But at least one indicator—namely the assessment of Tesla Motors by Wall Street—suggests that the expansion of exciting new electric car offerings might not mean wide popular acceptance of EVs in the coming year.
In other words, even stellar new products like the Tesla Model S might not be enough to satisfy common perception on Wall Street and Main Street.
Soon after going public in June 2010, Tesla Motors stock soared to $36 per share. Now, the California startup’s stock sits at $28. That slide made headlines earlier this month when Adam Jonas, an analyst at Morgan Stanley, downgraded Tesla's stock by two notches from overweight to underweight. Jonas stated, “Tesla shareholders are banking on the near-dated success of the Model S launch and a longer-dated mass electric vehicle adoption. The former has appreciated handsomely while the latter is declining.”
In other words, Jonas is saying that individual models, like the Model S, will do well in the short-term—while lowering his forecast for “long-term EV penetration.” According to Morgan Stanley, sales of electric vehicles sales will not exceed 4.5 percent of total automotive sales by 2025, falling short of earlier predictions that set the penetration rate at 8.6 percent.
It’s hard to believe that Morgan Stanley’s crystal ball is clear enough to know what’s going to happen with EVs nearly 15 years from now. The picture for the immediate future is more certain. “Tesla has orchestrated a near-flawless execution through the Model S pre-production phase. We expect the Model S to launch on time in July,” Jonas said. But he warns that sales could “ramp up slower than consensus expectations as the company prioritizes delivery quality over quantity.”
In the past, a bright future for electric cars was denied because consumers couldn’t be assured of quality—but now it’s being held back because quality will be the priority? Sadly, 2012 could represent a new stage of EV denial where great cars “flawlessly” launched somehow add up to the same old conclusion: that consumers will never catch on to the benefits and excitement of driving an electric car.
About the author
Bradley Berman is the editor of PluginCars.com. Brad writes about alternative energy cars for The New York Times, Detroit Free Press, Reuters and other publications. He is quoted in national media outlets, such as CBS News, ABC News, CNBC, CBC, and MarketWatch. Mr. Berman is a tireless researcher of the green car market. He is the transportation editor at Home Power magazine.
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The financial industry is fairly good a predicting behavior of commodity industries but has a terrible record at dealing with technological breakthroughs. As an example, it completely missed the cellular market for about the first decade of cellular phones while that $trillion business was starting up. Early market analyst reports discussed a mature market for only a few thousand cellular phones in the US.
I'm not saying Tesla is a slam dunk but I also don't lend much credence to predictions from Wall Street.
I like your picture with crowd gathered around a working Tesla Model S. It kind of puts to rest the kinds of nonsensical anti-Tesla comments such as were posted anonymously on the thread http://www.plugincars.com/10-new-electric-cars-coming-2012-111135.html