While I agree the profits on the cars that were purchased at the first price offering might not be making as much profit as first calculated. I don’t see them taking a loss, and the loss of profit is not because of mismanagement. It’s because of shortages, and the current market & inflation. No one could have seen this coming, and we know it’s not sustainable. Every business in this global economy is feeling this. Give Speed credit they have stood by the pricing people signed up at. Rivian electric vehicles tried to increase customers pricing and what happened is customers started cancelling orders. They had so many cancellations it was going to kill the company, so they backtracked and kept pre order pricing the same.
Also I think less then 5K of the 12-15K cars ordered by customers or dealers was based on the original pricing offer. There have been several price increases since the original offering. The 4 seat LE has increased the price $6500 from the first intro price of $32K. Remember dealers will get these cars for less then the first buyers are paying, so Todd must be confident in their direct to consumer pricing.
A few other things to consider that makes this venture different then some of these other products like Segway that have come & gone. A lot of these start ups now a days start selling off percentages of the company for money to start up or keep going, Think of Shark Tank where they sell 25% of their company for cash flow. But what happens if they sell so much of the company then there is no longer any value left. Robby & Todd own Speed UTV and yes they have bank loans, but my understanding is they do not have outside investors. Because of this I think Todd & Robby could see making a lower profit and still being successful. Polaris & BRP are traded companies with boards and shareholders that need to make a profit. They have to answer to these people quarterly. So they have to have greater overall profits and thinner margins to keep those investors happy. If Polaris needs to have a 35% percent profit on vehicles and 45% on parts then Speed might be able to do it for 25% & 35%. (These % are just examples) I won’t say who told me, but it was said Speeds engineering costs are less then 1/10th of what the other manufactures spend to build an equal product.
Something else to think about. Both Robby & Todd have been very successful in their other ventures, so they know how to run businesses. Without going through them all. One I found interesting was Todd & Dragonfire Racing. It was a off road race shop that started building Rhino parts. Within 3 years that company went from selling parts direct to consumers, to selling to dealerships to working with all the OEM’s directly. Todd said they went from $0 to $20 million in 3 years. In an interview Todd talked about being the first to create the concept for dealers to put his cages, seats & seat belts on new showroom cars and sell them pre built. Customers would pay the extra $3K and roll it into the loan. If bought separate they could not put it in the loan, so most would pay the premium. Dealers saw greeter sales, higher profits and that’s how the OEM’s started talking with Todd & Dragon Fire. Eventually Motorsports Marketing Group bought the company from him.
Both Robby & Todd have allot of experience in the UTV industry. Todd has literally worked with all the OEM’s, including John Deere at one point. Both have been involved in manufacturing and 3rd party suppliers too. Unlike allot of start ups or inventors who come up with a great idea, but don’t know how to build or run a business. These guys do. I think they will be ok and like everyone including you and me, we all just have to weather this economic storm we are in.
You are making ALOT of assumptions that from my experience building companies and products just don't pan out. An Accessories company does not have the same level engineering, permits, regulations, legal, and required overhead that a US based UTV manufacturer has.
We won't know for a while, but I'll bet you a cold one in dunes that I am right.
And @LOTD thinks that Polaris and the Canned Ham partner company BRP (Canadian) have a lot of executive overhead and stupid people running the company... I think he would be surprised how lean they really are when you consider the volume those guys have to deal with. You actually need high powered over paid executives to get certain things external to the company done, like financial transactions, government regulators, banks, Investors, shareholders, and as sad as this is the Pedigree and Resume has to include MBA, 20 years CEO, CFO and or COO of multi Billion dollar company to get respect. You and I might respect 40 years racing experience and took a Startup from 0 to $100m sales - that not mice-nuts to bankers at the level Speed wants to play at.
I am not saying there is not "fat" in those companies, there always is. But, there is a lot to get done running a professional organization the Fiduciary responsibility alone means you hire $2,000 an hour accountants. Outside the financial, sales marketing and of course Ops areas, I will bet the technical documentation the big three UTV makers supply to the dealers for each new car is literally 10 persons work for 6 months. I have experience working with one of the major car companies and while their volumes are higher all the same things are needed. Supply chain is way more than Outsourcing the build to someone. Managing components is a huge effort, just the supplier, the secondary alternative suppliers, all the part numbers and prices and changes to prints, instructions for replacement of components, its overwhelming
Fact matter ...
Accessory manufacturers have it easy - thats apples and oranges. This is near a $1B valuation company right away if RG does it right - thats huge scale.
Lets put it all in perspective ...
CAN AM's parent company is a $6B company with 120,000+ employees - 50% of the revenue comes from the US with over $700M coming from UTV sales in 2020 about $500M of that is the US . the Industry is growing at a 5.5% CAGR so ... its getting bigger for everyone.
If Speed does 15,000 Cars in year 1 at and average of $35,000 per car (that may or may not be high thats' $525M in sales thats bigger than CAN AM's sales! Of course that top line revenue not profit.
Thats means out of the gate SPEED is Bigger the CAN AM Off Road ....
Let that soak in .... that would be amazing....
BUT
You are not doing that scale with a handful of people ... just training up the people to manage the outsourcing "right" takes a couple years ... American industry already is facing Huge problems with this given Gen Z workers have average Tenures of 18 months compared to Millennial's and Boomers which are closer to 5-7 years. We discuss this a lot in my CEO roundtable meetings, this is a huge problem for the country going forward. They don't stay on the job long enough to learn how to be good at it and they like to move on and do "something else"
At Speed, There is only one RG and one Todd, and I don't see them hiring away top people from any of the good UTV companies, well at least its not in the industry rags or really talked about. , Although I am certain RG know a few of those people having been "a consultant" and "accessory supplier" to them... and could get a few high level exec's to defect - but this has to be done sooner rather tha later - maybe he just does not have the funding or is too headstrong... I have no idea.
For RG noit hiring these people now is still outside looking in for them (and for me I admit)
Another telling fact is RG has said he thought he was gonna build 500 cars... and that would be a lot the first year ...He was surprised by the "success"
How you react to that success is telling as well.
An experienced CEO of a company that ran other large org's when the "big numbers" hit would have built a team of industry experts to handle the growth Just Like Elon Musk did ... Love or Hate Musk, the Man knows how to get Sh&t done... His hiring record pushed out some early people but he never missed a beat on GTM (go to Market) His model is a good one to follow
I see a Bunch of "Joyner" like companies come and go - none have 1/10 the volume RG has already attracted. They all get it wrong, partially its just crap product, but mainly it's lack of support and infrastructure. when you have 15,000 users out there you will get calls, warranty, issues, bad debt. law suits, etc.
Its way more than just saying "anyone that disses' the company on social media or posts a picture of the bad door fit of crappy welds gets their reservation number cancelled or can never buy a car? Can you see Can Am doing that??? No they would be sued, their CEO canned and all new management in place. I have seen at least 50 Meme's of Canned Ham's Lawn darted ... I have not heard BRP issue a statement they are hunting down the posters and barring them from buying cars. This is just a crossing the Chasm from start up to professional org.
I am sure RG is trying and confident, but given the failures of others before him and Todd, in companies that had far more big company experience .. this is not as easy as you think it is ...
The deck is stacked against them. His suppliers may be behind him, but they are business people and I do not believe he will make any money on at least the first years production - no way.
He has a good flooring company helping with the cashflow on deposits = but flooring costs money - if you have not dealt with that before think of it like paying that 3% credit card fee, bigger hit on the profit or lack of ...
Even successful start ups take years to break even. If he ramps fast enough and has enough dry powder (working capital) to carry him through I can see a multiple $B cap in a few years... but he should have a good person doing the testing he is doing (lots of racers would it for free) and he should be raising money - he is a good sales guy ....
Maybe he will raise a Ton of cash - and I hope he does - then Speed's future is secured. I am not a smart person, but smart people tell me they "never" use their own money. They say raise as much powder as they can when the brand is hot - the money is cheap, and you can always give it back if you don't need it, but if you need it when you don't have it, it costs you lots of money...
Regarding Rivian
They are in fine shape .... they took down $10.7B in capital over the last 4 years YES 10.7 BILLION = they got $2.5B from Amazon, Ford and a consortium of 10 VC's and they pledged another $2B if the company needs it ... just last in October year. They are burning cash with no product shipping (Like Robbie is) but they have lots of cash...
That scale is almost inconceivable compared to what SPEED has right now ....
They don't any sales for 3+ years and they will be OK - although the management will get "etch-a-sketched" before then they are pretty safe not to "Tank" as you said. Some pretty smart people are not flushing 10B+ down the drain because a few orders got cancelled...
Don't get me wrong I have so much respect for the RG and TR - those guys are racers, businessmen and RG was always nice to me. But this is a Huge endeavor it's not rainbows and sunshine, more like blood letting before its all over ...