The past year has been a gutwrenching experience for anyone holding Tesla Inc (NASDAQ: TSLA) shares.
A debilitating blow was dealt to the electric vehicle (EV) makers' valuation in 2022. Unfortunately, a mix of demand concerns and Elon Musk's Twitter-buying escapades contributed to a crushing 65% fall in the company's share price.
Despite the numerous reported fiascos, buying activity of Tesla shares among Aussies was as feverish as ever during the final quarter of 2022, according to data from investment company eToro. As fate would have, shares in the EV company are up 21.6% this year already.
So, is there a case for investing in Tesla right now?
Oh no, not the price cuts…
You might have heard the news… Tesla has cut the prices of its Model 3 and Model Y by as much as 20% in the United States and Europe. This has prompted a cacophony from commentators on how this is a bleak indicator of weakening demand as competition ramps up.
While I believe that is partly true, I personally don't believe the cuts are the apocalyptic signal that some claim it to be. Instead, the move appears more of a reaction to both government incentives and economic conditions — allow me to explain…
Prior to the price cuts, Tesla's entry-level Model Y (long range) did not qualify for the US government's US$7,500 clean vehicle tax credit. The new price tag of US$52,990 — a 20% reduction — makes the car eligible.
Furthermore, the reduced prices might mean that Tesla wins more sales that would have otherwise gone to cheaper alternatives such as Chinese EV maker BYD. According to Reuters, Tesla sales in China surged following the cuts.
On the economic front, there's a good chance that inflation and jumbo interest rate hikes have suppressed demand. At the end of last year, the Federal Reserve Bank of St. Louis said it had "reasonable confidence" that the US will fall into a recession in 2023.
As a Tesla shareholder, I think the tradeoff of a reduced margin in the short term to prop up sales is a worthwhile one. A sale made at a lesser margin is better for cash flow than no sale at all.
Thankfully, Tesla has that flexibility. For the 12 months ending September 2022, the company reported a net income margin of 14.9%. For comparison, BYD operated at a margin of 2.9%.
Are Tesla shares a buy?
Never ask a barber if you need a haircut. I'm a Tesla shareholder and I'll clearly have my biases on whether it's time to buy shares in the EV maker. But, for what is worth, Tesla looks well positioned compared to the competition at the moment.
As far as I know, there isn't another car manufacturer out there with the same pricing power that Tesla holds. Likewise, no other automaker has a balance sheet as healthy as the Elon-led business. Most other car companies are juiced up on debt like no tomorrow.
For those reasons — accompanied by the belief that EV adoption is a long tailwind — I personally believe Tesla shares look attractive right now.
