Join Date: Dec 2018
Location: Southwest, Florida USA
From my experience, and that reported by others on this forum, the I-Pace margin at MSRP was only about $3000, so with these recent 'discounts' ($3k or more, and/or 0% financing subsidized by JLR), they ARE selling at cost (or below). Why is that so awful... Tesla lost money for more than a decade. The investment in converting from ICE to EV propulsion systems (and the associated software and systems to manage batteries, etc.) is just that, an INVESTMENT. If traditional manufacturers expect the same margin as ICE vehicles achieve on their EVs right out of the gate, they will overprice their EVs and lose market share. Does anyone else think JLR has made that mistake already? They appear to have undercut Audi and Mercedes (at the low end S trim), but here come Volvo, Hyundai, and others with comparable (functionally, but not in luxury) SUVs under $40k.