Tesla axes two paint options to simplify production
Tesla is removing two of its paint options, with CEO Elon Musk suggesting that reducing the range will "simplify manufacturing" as the electric car company tries to ramp up production. The decision will reduce the range of Tesla colors from the current seven down to just five, though those wanting the expiring finishes will be given a last chance to order them by special request.
The colors in question are Obsidian Black Metallic and Midnight Silver Metallic, Musk confirmed on Twitter today. In an email sent to prospective buyers, the automaker said that the two finishes would be removed from the online configurator on Wednesday, September 12. Buyers will, for a little over a week, still be able to select the two colors still, but be charged a $500 premium on top of the existing fee.
Moving 2 of 7 Tesla colors off menu on Wednesday to simplify manufacturing. Obsidian Black & Metallic Silver will still be available as special request, but at higher price.
— Elon Musk (@elonmusk) September 11, 2018
Responding to a concern by an existing Model X owner, Musk did assuages worries about repairs. Questioned whether the paint option change would impact future servicing, the CEO said that Tesla would be stocking all colors.
It's an interesting decision for Tesla to make. On the one hand, anything that streamlines production ability has to be a good thing, particularly for a company like Tesla which seems to be fighting to convince investors each quarter that it can pump enough cars off the line. There's a little overlap around the two colors in question, too.
Along with Midnight Silver Metallic, Tesla also offers a regular Silver Metallic, with a lighter finish. Meanwhile, there's both Obsidian Black Metallic and the standard Solid Black. The latter is Tesla's cheapest paint, included as the no-cost finish on its cars. Metallic options are $1,500 apiece, while Multi-Coat options – currently offered in white and red – are $2,000.
All the same, there's no denying that silver and black are among the most popular finishes for cars, particularly when it comes to luxury models. According to paint specialist PPG, black is the second most popular car color in North America, shortly followed by gray and then silver. Indeed, it reports, nearly three-quarters of all cars sold are white, black, gray, or silver.
It's not unusual, therefore, to find luxury car firms offering several different silver and grey finishes. The Audi A8, for example, comes in four different silvers. Mercedes' S-Class has a choice of three black paints and four silver/grey options.
Tesla's decision will affect all of its current cars: the Model S sedan, the Model X SUV, and the newest Model 3, its most affordable car. The latter has been at the center of many of the automaker's recent struggles, as it attempts to ramp up to a consistent 6,000 cars rolling off the production line each week. Back in August, it confirmed that it had pushed Model 3 production to 5,000 cars per week, while predicting that gross margins would "grow significantly" in Q3 of this year.