Few companies divide popular opinion in the automotive industry like Tesla, and its recent move to cut prices is its latest disruptive (or is that destructive?) act that has polarised opinion.
The company cut up to £8000 off the price of its models with immediate effect last month, generating headlines that made it all the way to the News at Ten. When was the last time a story about car pricing did that?
A board-level industry executive told me recently that they would “never” cut list prices as it directly hits immediate revenues and forecasts before going on to have an even more serious and long-term impact on residual values.
