Tesla cuts number of standard colour options in bid to streamline production

Angelica Greene
September 15, 2018

Tesla Inc will eliminate some color options for its electric cars to streamline production, Chief Executive Officer Elon Musk tweeted on Tuesday, as the company intensifies its efforts to ramp up production.

This isn't the first time Tesla has cut back on paint colors, they did the same thing last June.

Increasing production of the Model 3 has been a top priority of Musk and Tesla for some time now, leading Musk to focus his attention "a lot" on it. Praised by reviewers, but subject to production delays and reports of inconsistent quality, the vehicle has put pressure on Tesla to prove it can transition from a luxury automaker to a mass-market one. Obsidian Black and Metallic Silver have been taken "off menu", but they will still be available upon request.

Tesla's Gigafactory, its lithium-ion battery-production facility, "creates a significant barrier for competition and manufacturing capability" that should benefit Tesla over the long term, Kallo and Katter said.

A Reuters report said Tesla now offered seven shades.

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According to some tech industry analysts, Tesla's move to ditch paint options will just be the first of the many measures that the company is willing to implement in order for it to achieve a more simplified production process. Both said it would be highly unlikely for deliveries to begin in September and more likely for them to begin in 2019.

"We occasionally adjust pricing and available options to best reflect the value of our products and to streamline our manufacturing operations", a Tesla spokesperson told Reuters.

When the Model 3 was originally introduced to the public in 2016, Musk announced that Tesla would produce 100,000 to 200,000 of the cars in 2017. "We would definitely honor that obligation, and we would do so right now if it were possible", Musk said. "We are anxious that this behavior is tainting the Tesla brand, which in terms of value is most important". Tesla was able to achieve this despite producing only three variants of the electric auto - the Long Range RWD, the Long Range AWD, and the AWD Performance version.

The $35,000 Model 3 will reach new customers for Tesla, some of whom won't own multiple vehicles. The Model 3's base trim, which is expected to cost $35,000 before any options, is still not being produced.

Other reports by GizPress

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