Making the Mark: Tesla Reportedly Hits Model 3 Production Goal
It finally happened. Tesla Motors reached its goal of 5,000 units per week for the Model 3. After numerous production setbacks and timeline adjustments, the automaker reset its target for the end of the second quarter and appears to have pulled it off just five hours after the deadline passed.
With Tesla having extended its assembly line beyond the confines of the Fremont facility’s interior, it’s unclear if the company can maintain this level of production over the coming months. But, with steady progress having been made and the second-quarter goal hit, we at least know it’s theoretically possible — and that should please investors and consumers alike.
According to Reuters, the vehicle that pushed Tesla over the edge finished final quality checks at the Fremont, California factory and was ready to go around 5:00 a.m. While Tesla hasn’t officially confirmed this, its employees have. There were a several social media posts celebrating the event with staff members signing a large sheet indicating the 5,000 unit goal had finally been met. Some of those posts were mysteriously taken down a short time later.
Since Tesla technically missed its self-imposed deadline, perhaps it’s trying to control the narrative. It could want to wait until production and delivery numbers for the quarter are released. Maybe it doesn’t believe the 5,000 per week pace is sustainable as things currently stand. For all we know, the employees may not even have taken it down at the behest of Tesla.
We should have a clearer picture within a few days, after the company releases the numbers. Unless employees are pulling an elaborate and cruel prank on everyone, the achievement looks genuine. But the important thing is proving that rate of production is repeatable.
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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Tesla should change their name to Jenga.
No evidence Tesla can sustain this - just wait until the quality problems of a huge number of products swamps its centers. Tesla has a hard enough time building their cars at a snail's pace. I hear 300 welds were removed from the Model 3 in order to speed things up. I just can't wait until the Teslafools who buy these and gush with excitement find out it is one thing to put ceramic coating on their not ready for it Model 3's. Imagine driving them for three years and suddenly the fatigue of use takes its toll on the structure. The one good thing about Tesla is that it is like GM - kills its own customers.