alt Hacker NewsI never understood why people care about "resale value" of a car. I buy a car to drive it until it's done. I don't buy a gaming PC and worry about resale value, or a polo, or sneakers, or a nice mop. I buy stuff to use it.
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I don’t know that you have to agree with typical consumer behavior to accept it as a reality, though. And resale value does matter to people who don’t drive cars into the ground, because trade-in value affects your purchasing power when you do decide to get a new one.
And even if you do keep cars indefinitely, it can still be an important consideration because it affects how things work out when you need to make an insurance claim. It means your car is both more likely to be declared a total loss and more likely to be worth less than what you still owe for it when it does get totaled.
Because if you desperately need cash, you can trade in the $80,000 luxury suv for a $20,000 subcompact, and use that cash to pay rent and for food. It's a depreciating asset and sometimes a money sink, sure, but if you live somewhere you need a car anyway, some people choose the more expensive ones.
For a lot of people cars are less a way to get from point A to point B and more of a status symbol, so they like to drive a new or at least newer car.
Personally I'm with you. I love my car because its exactly enough car for my needs. I bought it new (in 2016) and I never want to sell it. I'd get so much less (or more to the point I can't buy a new car) for the same money I spent on it.
I get your point. But look at this from Tesla’s point of view. Why should they care? They will want to sell as many cars as possible. If they sell me a car, that’s just one sale. However, every marketing book will tell you that it’s easier to sell to an existing customer.
If my car (an asset) has more resale value, I’m more likely to sell it to buy a new one. They should be trying to protect my resale value — if they want me as a repeat customer. Even if I want to buy another Tesla, if my resale value isn’t high, I’d wait longer to buy a new one.
Or, what I’m leasing the car (reasonable for an EV and used to have better tax incentives)? If the end of lease value is low, I have to spend more on the depreciation over the lease. That makes my monthly payment higher. Instead, if the end of lease value is higher, I have a lower monthly payment and I’m more likely to buy the car.
Either way, Tesla was good at selling one car. They need to get better at selling the second or third one.