Protection from What?

By now most of you will be familiar with the automobile company that calls itself Tesla Motors; some of you may also be familiar with its products, which are considered to be some of the most advanced electric vehicles in the world. What you may not have realized is that in addition to changing the way cars are designed, built, marketed, and refueled, Tesla Motors has also changed the way cars are sold, operating almost entirely online. There are display locations (the company calls them “Galleries”) in a number of states where you can examine a Tesla vehicle, and the company is working on how to arrange test drives, but nothing quite like the traditional franchised car dealerships used by all of the other companies that sell cars in the United States. As it stands, you can go online, choose all of the options you want in your Tesla product, including color scheme, place your order, and have the car delivered to your door

Compared to the traditional method of selling a car, this new approach has a number of advantages – the largest of which is cost. Tesla isn’t collecting franchise fees from its dealers, which must have some impact on their bottom line, but from a sales standpoint the company does not have the overhead a dealership experiences, either in payroll or physical plant; they also don’t have the dealer’s mark-up to consider. Tesla’s primary products to date have all be relatively expensive, but they’ve been able to offer them for sale at a lower price than any vehicle made for equivalent cost while still maintaining a greater margin than most of their competitors. You might expect the people who own the traditional car dealerships to see this as a direct threat to their business model, control of the market, and way of life, and to take any action necessary to stop Tesla’s sales operations. You would not be disappointed in that expectation…

You can pick up the story on the Bloomberg News site if you want to, but what they’re talking about is a bill that has already been passed by the Legislature here in Michigan, and is currently being reviewed by the Governor’s office, that will ban sales of Tesla products (or any other automobile sold using any channel other than a franchised dealership) within the state. Given that Michigan is home to all three of the major U.S. automakers, this legislation comes at the surprise of absolutely nobody. What I find surprising about it is the grounds the automobile companies and their governmental pawns are using to ban Tesla’s sales operations. “States are fully within their rights to protect consumers by choosing the way cars are sold and serviced,” said Charles Cyrill, a spokesman for The National Automobile Dealers Association, in an email to Bloomberg. He goes on to claim that without competition between dealers to keep the price down, there is nothing stopping the manufacturer from raising their prices…

As so often happens, I’m left wondering if the National Automobile Dealers Association is made up entirely of credulous idiots, or if they think the general public is so constituted. Dealerships do not usually compete with each other on price, because they are working from the same MSRP set by the manufacturer, and because they are working within protected territories guaranteed by their franchise agreements. But even if they did, the primary force holding down the price of a new car isn’t competition with other dealers; it’s the availability of equivalent products. If any giver carmaker raises their price above what the public is willing to pay for their product, all of their customers will just move to a more reasonably-priced alternative. That’s how a free-market economy works – at least, when it’s not being manipulated by powerful business interests through political influence…

Forcing Tesla to work through traditional dealerships would have no impact on the invoice price of the car – what it costs to buy one from the factory – it will only impact the price the customer has to pay for one, since the price differential is the dealerships’ only source of income. It has some benefit for the public, in the sense of creating jobs for franchise owners and car salespeople, but none whatsoever for the customers. In fact, the only real winners in this scenario are all of the other automobile dealerships and their franchising companies, who will have an easier time competing with Tesla on price if their newest competitor is forced to incur the same price structure under which everyone else labors…

How anyone manages to state with a straight face that such a bill represents anything other than blatant protectionism for the companies supporting the lobby group is beyond me, but perhaps that’s why Mr. Cyril chose to put this howler in an email instead of actually saying it in person. And while I’m sure we can all appreciate the U.S. auto industry’s efforts to protect consumers from more efficient direct sales channels, I highly doubt if anything this heavy-handed is going to help their public image – or keep Tesla from taking away still more of their market share…