Category: Essential Economics for Business: Ch 06

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The European Commission’s latest battle with Apple – The interoperability obligation of the Digital Markets Act

The Digital Markets Act (DMA) outlines a new regulatory approach that the European Commission (EC) is taking to address concerns over the lack of competition in digital platform markets. The DMA complements existing European Union competition law and officially came into force on 1st November 2022.

In the first stage of this new regulatory approach, the EC identified ten core platform services (CPS). Examples include search engines, online social networking services, video sharing services, cloud computing services, web browsers and operating systems. These services act as important gateways for large numbers of businesses and consumers to interact with one another. They also have some important economic characteristics, such as large economies of scale and very strong network effects.

The next stage of the regulatory process was to assess which of the large established businesses should be designated as ‘gatekeepers’ of these CPS. To be judged as a gatekeeper, a business had to meet three qualitative criteria. Using quantitative thresholds as a guide to see if these qualitative criteria had been met, the following six companies were designated as gatekeepers by the EC in September 2023: Alphabet (Google’s parent company), Amazon, Apple, ByteDance (owner of TikTok), Meta (owner of Facebook) and Microsoft. Individual companies can be gatekeeper for more than one CPS. For example, Apple was judged to be a gatekeeper for both web browsers (Safari) and operating systems (iOS and iPadOS).

Rules and compliance

Once a business has been designated as a gatekeeper for one or more CPS, the DMA imposes a set of rules on its future conduct. Some of these rules refer to conduct that the business must follow, while others refer to types of behaviour that are prohibited. The EC sometimes refer to these rules as a list of “do’s” and “don’ts”.

One of the rules refers to interoperability. This is the degree to which different (a) software, (b) devices and (c) other applications can work seamlessly together (i.e. share functionality/data) without requiring any actions by the user (i.e. how compatible they are with one another).

For example, consider the degree of interoperability between the operating system of a gatekeeper, such as Apple, and other hardware/software services. One of the requirements of the DMA is for the gatekeeper to provide the same degree of interoperability for the hardware/software services provided by rival businesses as they do for similar hardware/software services they supply. This is sometimes referred to as the interoperability obligation.

Once a business is designated as a gatekeeper, it has 6 months to submit a compliance report to the EC that demonstrates how it is meeting the rules set out in the DMA. This should include descriptions of any changes the company has had to make to its conduct to meet the new requirements. Further compliance reports must then be submitted on an annual basis.

If, after assessing a compliance report, the EC suspects that a gatekeeper is still acting in ways that do not comply with the DMA, then it can launch either a non-compliance or specification procedure.

The case of Apple

Apple submitted its first compliance report on 7 March 2024. It was far less extensive than those completed by other designated gatekeepers and adopted a very different tone: it directly challenged the EC’s view that the DMA rules would have a positive impact on consumer welfare.

In September 2024, the EC launched its first two specification proceedings that focused on Apple’s compliance with the interoperability obligation.

The first of these proceedings opened a formal discussion with Apple over the interoperability between the iPhone operating system (iOS) and connected devices such as smartwatches and headphones. The proceeding identified nine features that gave the iOS greater functional compatibility with connected devices produced by Apple than with those made by other businesses. For example:

  • Only users of connected devices produced by Apple can (a) receive iOS notifications that contain images or other attachments and (b) select the iOS notifications they want to appear on the device.
  • Only users of Apple’s wireless headphones have intelligent audio switching functionality that allows them to switch automatically to the device playing the most relevant audio.
  • The Airdrop function, which enables users to share files wirelessly between devices, only works if they are both produced by Apple.
  • Only connected devices made by Apple have the functionality for high-bandwidth data transfer from an iPhone without having to rely on network or cellular connection. This is useful for gaming and AI services.

The second specification proceeding focused on the process developed by Apple to deal with requests from other businesses that wanted to develop hardware or software services that are compatible with the iOS.

On 18th December 2024, the EC informed Apple of its preliminary specification decisions and opened a consultation exercise with other interested parties about the suitability of its proposals. Once this process was completed, the EC informed Apple of its final specification decisions on 19 March 2025.

The EC’s decisions

The first decision included a set of measures that Apple must take to improve the interoperability of connected devices produced by other businesses with the iOS. The EC stated that:

The interoperability solutions for third parties will have to be equally effective to those available to Apple and must not require more cumbersome system setting or additional user friction.

The second decision outlined measures that Apple had to take to improve the process of dealing with requests for greater compatibility with the iOS. For example, it should provide outside businesses with more (a) access to technical documentation, (b) predictable timelines for the reviews and (c) timely updates.

Apple argued that being forced to introduce these measures will (a) create significant additional costs, (b) limit its ability to develop products that work seamlessly with one another and (c) lead to its having to share sensitive customer information with its rivals.

On 30th May 2025, Apple filed an appeal against the EC’s specification decisions to the General Court of the European Union. It will be interesting to see what judgment is made on this case by the General Court and the implications this has for the enforcement of the DMA.

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Questions

  1. Identifying core platform services is similar to defining relevant markets in standard competition policy but takes a more legalistic approach. Discuss some of the problems of defining a relevant market for a digital platform.
  2. Outline the three qualitative criteria and the quantitative thresholds that are used by the EC to designate a digital platform as a gatekeeper of a core platform service.
  3. Find an example of a digital platform that met the quantitative thresholds but did not meet the qualitative criteria and so was not designated as a gatekeeper.
  4. Find an example of a digital platform that did not meet the quantitative thresholds but did meet the qualitative criteria and so was designated as a gatekeeper.
  5. Interoperability is a type of conduct that is sometimes referred to as self-preferencing: i.e. behaviour by a digital platform that gives its own products/services preferential treatment over those provided by other firms that use the same platform. What other types of conduct are possible examples of self-preferencing?
  6. What is the difference between a non-compliance procedure and a specification procedure? Find some recent examples of non-compliance procedures that have been undertaken by the EC to enforce the DMA.
  7. What are the potential advantages and disadvantages for consumer welfare of the specification decisions made by the EC?
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From swiping right to swiping out: the economics of the dating app decline

According to Ofcom’s November 2024 Online Nation report (see report linked below), UK adults are falling out of love with dating apps. Use of the top three platforms in the UK (Tinder, Hinge, and Bumble) is declining, even though most users are juggling multiple apps at once. So, what’s going on? Economics may have some valuable insights to help explain the decline.

Too much choice

First, dating platforms don’t function like typical commodity markets, where prices adjust until supply and demand balance. Instead, dating can be seen as what economists call a ‘matching market’, where success depends on mutual interest, not on a specific price. So even with thousands of potential matches, forming actual connections remains difficult, and more choice doesn’t necessarily translate into better outcomes.

In fact, more choice can backfire. The paradox of choice, a behavioural economics concept, suggests that too many options can lead to choice paralysis. Instead of feeling empowered by an abundance of potential partners, users can feel overwhelmed, unsure, and often less satisfied with whatever choice they end up making (if they make one at all).

So, while we often think of dating apps, like many other platforms, benefiting from positive network effects, where more users increase the platform’s value by offering more potential matches, this can also have negative effects. Swiping through endless profiles and repeating the same small talk, can turn dating into a chore rather than an exciting opportunity.

Adverse selection

What makes this even harder is that users can’t easily distinguish between who’s genuinely looking for the same thing you are, and who’s just there to pass the time. This information asymmetry leads to the adverse selection problem – a concept famously explored by economist George Akerlof in his 1970 paper ‘The Market for Lemons’ (see link below). He showed how lack of information about product quality can cause high-quality sellers to exit, resulting in market failure where the market becomes dominated by low-quality goods (i.e. ‘lemons’).

A similar dynamic can play out on dating apps. If users believe most profiles are unserious or not genuine, they become less willing to engage, or even stay on the platform. Meanwhile, the most genuine users may give up altogether, worsening the quality of the pool and discouraging others.

In economics, there are some well-known ways in which the problem of adverse selection could be overcome. One such possibility is through signalling, where the more informed person tries to reveal important information to the uninformed person. Indeed, platforms have experimented with signalling mechanisms, like verification tools for example. Paid subscriptions have also been implemented, which could help to some extent (assuming that those who are willing to pay are those who are genuine and serious about finding a match). But these solutions only go so far, and with fewer users paying to signal intent, the problem persists.

Lack of innovation

This ties into the wider revenue model of dating apps. Unlike many apps that rely on revenue from advertising on one side of the market to offer the app free to consumers on the other side, dating platforms often rely more on revenue through monthly subscriptions and paid upgrades. But with fewer users willing to pay, these platforms may be under pressure. This financial pressure may also affect their ability to innovate or improve the service.

In fact, in the dating app world, there is another reason why platforms may not be innovating as much as they should, aside from simply trying to convince their users to pay for a better service. While it seems like there’s endless choice in the dating app world, much of the market is controlled by a single company, InterActiveCorp (IAC), which owns Tinder, Hinge, Match.com and more. With limited competition, there’s less incentive to compete on quality.

Worse still, dating apps face a unique business problem: if their service works too well, users leave and delete the app. So, there may be a built-in tension between helping users succeed and keeping them swiping.

The outlook for dating apps

So, is the decline in dating app use just temporary, or the start of something bigger? Time will tell. However, from an economics perspective, there is a noticeable shift in demand towards substitutes, such as organised in-person social events and activities, which encourages more and more of these opportunities to emerge. This shift may reflect changing preferences and the costs (in terms of time and emotional energy) that users are willing to invest in online dating.

At the same time, AI already plays a key role in dating apps, and new possibilities seem to be emerging. For example, we could see a bigger rollout of AI-driven chatbots that facilitate conversations or even interact on behalf of users. This could make it easier to connect with potential matches and might help in addressing some of the other issues discussed above.

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Questions

  1. How might ‘signalling’ and ‘screening’ be used to create new features or services that could help overcome the adverse selection problem in this market?
  2. Can you think of any other ways in which the adverse selection problem could be overcome in this context?
  3. Draw a diagram to illustrate the two-sided nature of the dating app market, making clear where there may be positive or negative network effects.
  4. How else might dating app platforms be making revenue that allows them to offer the app to users at no charge?
  5. Is the dating app market competitive? You might consider factors such as the availability of substitutes, barriers to entry and innovation.
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ISA Reform: Will it boost the London Stock Exchange (LSE)?

For a while now, debate has raged over how to revive the fortunes of the London Stock Exchange (LSE). Since the 2008 financial crisis, the market has suffered a lack of investment, poor liquidity and low performance. This has produced a moribund financial market which has become unattractive to both investors and companies. Returns from the UK market lag international competitors, particularly the USA (see the chart).


Investment in the S&P 500 Index over the period would have produced annualised rates of return of 14.35%, more than double that from the FTSE 100 Index. Part of this underperformance is due to the industrial mix of the listed companies: low-growth energy and mining compared to the high-growth technology sectors in the USA. This has led to the perception that London is not a place for firms to list, particularly those in high-growth sectors.

In 2024, 88 companies choose to delist or transfer their primary listing elsewhere. Only 18 took their place. Several big companies from a range of industries, including Ashtead, Flutter and CRH have transferred their primary listing to New York or have plans to do so.

The new Labour government views stimulating higher levels of investment though the London market as an important element in its drive to boost productivity and growth in the UK. Recently, it has been reported that investment institutions have been lobbying the UK government to reduce significantly the tax-free allowance for Cash Individual Savings Accounts (ISAs) as a way to encourage more of UK households’ savings to be channelled through the UK stock market.

Currently, UK savers can save up to £20 000 annually into ISAs without paying tax on the interest earned. This can be held solely in Cash ISAs, or in a combination of Cash plus Stocks and Shares ISAs. The tax-free instruments which were introduced by a Labour government in 1999 to encourage higher savings have proved immensely popular. Data from Paragon Bank indicate that over £350 billion are held in these accounts. However, under the new proposals, the amount which would be allowed to be saved as cash has been rumoured to be cut to £4000 per year, with the hope that some of it will be invested in the UK stock market.

The proposals have proved controversial, with high-profile figures voicing opposition. In this blog, we’ll analyse the reasons behind the proposal and discuss whether it will have the desired effect of stimulating higher levels of investment. We’ll also discuss other proposed policies for making the LSE a more effective channel for investment flows to boost economic growth.

Stock markets and the saving and investment channel

The main reason for the proposed ISA change is to encourage more investment in the UK stock market. By reducing the amount which can be saved in Cash ISAs, the government hopes to encourage savers to invest in Stocks and Shares ISAs instead, particularly ones linked to the UK market. This would increase the amount of finance capital in the market, thereby boosting its liquidity. This would then make it an attractive place for young, vibrant UK and foreign companies to list.

An active, liquid secondary market in shares is important to attract firms to list on stock exchanges by issuing shares to outside investors. Traditionally, this channel has been important to the growth and development of firms.

Existing savings in Cash ISAs are deposited with financial institutions such as banks and building societies. Through the credit-creation process such funds can be used to finance productive investment. In countries like the UK, lending by financial institutions is an important way that investment is financed, particularly for small and medium-sized enterprises. However, scale limits, regulatory restrictions and the need to diversify lending properly means that there are limits to the financing available for company investment through these institutions.

Capital markets like the LSE are intended to meet these larger-scale requirements. Financial claims, such as debt and equity, are divided into atomised instruments and sold to outside investors to fund investment and business growth.

Further, the desire for a capital injection to finance growth is not the only reason that firms seek stock market listings. Founders of companies may have a lot of wealth invested in the equity of their firms. Selling some of their equity to outside investors through a stock market listing is a way of diversifying their wealth. However, if they are to maximise the potential sale price, there must be an active, liquid secondary market to encourage investors to buy shares in the primary market.

Proponents of reform want to encourage a greater appetite for risk among UK investors, which will produce more savings being channelled through the LSE.

One issue is whether savers will respond in the way anticipated and channel more funds through the UK stock market. Many savers like the security of Cash ISAs. Such vehicles offer a low-risk/low-return combination, which savers like because the tax benefits boost returns. A survey by the Nottingham Building Society found that a substantial number of Cash ISA savers are concerned that the proposed changes could affect their ability to save for important financial goals, such as buying a house or building an emergency fund. Higher-risk Stocks and Shares ISAs are not suitable for such savings because of the potential to lose the initial amount invested. Many may not be prepared to do so and one-third suggested they would save less overall.

According to the survey, only 38% of Cash ISA holders said they would consider investing in Stocks and Shares ISAs if the Cash ISA allowance were reduced. It may be difficult to alter such risk-averse preferences given the average amount saved through ISAs and demographics. In 2022/23, the average amount subscribed to ISAs was £5000. This does not suggest that average households have a significant surplus of cash that they may want to investment at a high risk through the stock market. Indeed, many may want to have access to the cash at short notice and so are not prepared to forgo liquidity for the time needed to accrue the benefits of compounding which stock market investing produces.

Demographics may also play a role in this. Many of those who save more are now retired, or near retirement. They are less likely to see the appeal of compounding returns over long periods through investment in shares. Instead, with shorter investment horizons, they may only see the potential for losses associated with Stocks and Shares ISAs. Indeed, they will be starting to liquidate their long-term positions to draw income in retirement. Therefore, they may save less.

For others, who may be prepared to accept the additional risk, with the prospect of higher returns in the way that advocates of the reform hope for, the reduction in the Cash ISA allowance does not necessarily mean that they will invest in Stocks and Shares ISAs linked to the UK market. Since returns from the UK market have lagged international competitors, it may be that savers will channel their savings to those international markets, particularly in the USA, where the risk–return relationship has been more rewarding. Doing so has been made much easier and cheaper through a combination of economic forces including technological advances, regulatory changes and increased competition. This makes it much easier for UK savers to channel investment funds to wherever potential return is highest. At the moment, this is unlikely to be the UK, meaning that the anticipated boost to investment funds may not be as much as anticipated.

Critics of the proposal also question the motives of investment fund managers who have been lobbying government. They argue that the reforms will mean that many people who do now choose to save in Stocks and Shares ISAs will buy funds managed by fund managers who will receive fees for doing so. Critics argue that it is the prospect of higher fees which is the real motive behind the lobbying, not any desire to boost investment and growth.

What alternatives are available to boost the London Stock Exchange

The low valuations of LSE-listed companies compared to their international counterparts, particularly those in the USA, has discouraged growing firms from listing in London. To address this, there have been calls to enhance corporate governance standards and reduce regulatory burdens for listed companies.

This has already been recognised by the authorities. In 2024, UK regulators approved the biggest overhaul of rules regulating London-listed companies. The new listing rules will hand more power to company bosses to make decisions without shareholder votes. They will give companies more flexibility to adopt dual-class share structures used by founders and venture capital firms to give themselves stronger voting rights than other investors. This is particularly popular for founders who want to diversify their wealth without sacrificing control and is used frequently by tech companies and venture capitalists when listing in the USA. Such reforms may attract more companies in high-growth sectors to list in London.

Tax policies which provide the right incentives to buy and sell shares could also encourage more investment in the LSE. For instance, the repeal in the mid-1990s of the preferential tax treatment of dividend income for UK pension funds and insurance companies is seen as a major factor in discouraging those institutions from investing more funds in the London market. Since tax on capital gains is only liable when they are realised, this reduces their present value versus the equivalent amount on dividends.

As the following table illustrates, given the significantly higher percentage of total returns derived from dividends in the LSE compared to other exchanges, the equal tax treatment of dividend and capital gains provides an incentive to seek jurisdictions where capital gains predominate. This is what UK pension funds have done. Data from the Office of National Statistics show that in 2024, 77% of UK occupational pensions equity investments were overseas.

Reinstating this tax benefit could stimulate greater demand for UK equity from this significant sector, boosting liquidity in the London market. Allied to this are proposals from the UK government to consolidate the fragmented UK pension industry to achieve greater scale economies in that channel for investment. This can reduce financing costs, boosting the marginal return from UK investments for these funds, encouraging greater investment in the UK market (ceteris paribus).

Further, the 2.5% stamp duty on share purchases has been viewed as another disincentive for both retail and institutional investors to engage in security trading on the London Stock Exchange. The duty, which is much higher than in peer economies, effectively raises the expected rate of return on UK equites which depresses perceptions of their values and prices. Its removal may raise trading volumes, improving the liquidity of the market and be offset by increased tax revenues in the future. However, the Treasury suggests that the removal of stamp duty is doubtful, since it would create a significant hole in the UK government’s budget.

Ultimately, many of these reforms may have limited impact on investment. Efforts to boost confidence in the stock market will depend on improving the overall economic environment in the UK. Therefore, it will be the wider policies promoting growth in general which will increase the rates of return offered by London-listed firms and be more significant to attracting capital to London.

However, many of these are controversial themselves, such as relaxing laws around planning permissions and addressing business uncertainties around post-Brexit trading arrangements with the European Union. These broader economic measures could help make the UK generally, and the LSE specifically, more appealing to both domestic and international investors.

Conclusion

The UK government’s proposal to reduce the Cash ISA allowance is part of a broader strategy to boost investment in the stock market and stimulate economic growth. While this change could lead to more capital being directed towards productive investments, it also poses challenges for savers who like the security and simplicity of Cash ISAs.

The ultimate impact will depend on how savers respond to these changes. The potential reduction in overall savings rates could counteract some of the intended benefits. Further, the extent to which they are prepared to channel their savings into UK-listed companies will be important. If many seek higher returns elsewhere, the impact on the UK stock market may be limited. In any case, policies to address the problems of the UK stock market will only work if the wider issues associated with UK productivity and growth are addressed.

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Questions

  1. Explain how banks use cash ISAs to finance investment through credit creation.
  2. What do stock markets offer which may boost investment and economic growth?
  3. What are the issues with the London Stock Exchange which is making it unattractive for raising finance?
  4. How is the rumoured ISA reform intended to help address these issues?
  5. Analyse the extent to which it will do so.
  6. How might some of the broader reforms proposed by the UK government influence rate of return on UK equities and attract capital?
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Investment set to fall as business is baffled by Trump

Economic growth is closely linked to investment. In the short term, there is a demand-side effect: higher investment, by increasing aggregate demand, creates a multiplier effect. GDP rises and unemployment falls. Over the longer term, higher net investment causes a supply-side effect: industrial capacity and potential output rise. This will be from both the greater quantity of capital and, if new investment incorporates superior technology, from a greater productivity of capital.

One of the biggest determinants of investment is certainty about the future: certainty allows businesses to plan investment. Uncertainty, by contrast, is likely to dampen investment. Investment is for future output and if the future is unknown, why undertake costly investment? After all, the cost of investment is generally recouped over several months or year, not immediately. Uncertainty thus increases the risks of investment.

There is currently great uncertainty in the USA and its trading partners. The frequent changes in policy by President Trump are causing a fall in confidence and consequently a fall in investment. The past few weeks have seen large cuts in US government expenditure as his administration seeks to dismantle the current structure of government. The businesses supplying federal agencies thus face great uncertainty about future contracts. Laid-off workers will be forced to cut their spending, which will have knock-on effect on business, who will cut employment and investment as the multiplier and accelerator work through.

There are also worries that the economic chaos caused by President Trump’s frequent policy changes will cause inflation to rise. Higher inflation will prompt the Federal Reserve to raise interest rates. This, in turn, will increase the cost of borrowing for investment.

Tariff uncertainty

Perhaps the biggest uncertainty for business concerns the imposition of tariffs. Many US businesses rely on imports of raw materials, components, equipment, etc. Imposing tariffs on imports raises business costs. But this will vary from firm to firm, depending on the proportion of their inputs that are imported. And even when the inputs are from other US companies, those companies may rely on imports and thus be forced to raise prices to their customers. And if, in retaliation, other countries impose tariffs on US goods, this will affect US exporters and discourage them from investing.

For many multinational companies, whether based in the USA or elsewhere, supply chains involve many countries. New tariffs will force them to rethink which suppliers to use and where to locate production. The resulting uncertainty can cause them to delay or cancel investments.

Uncertainty has also been caused by the frequent changes in the planned level of tariffs. With the Trump administration using tariffs as a threat to get trading partners to change policy, the threatened tariff rates have varied depending on how trading partners have responded. There has also been uncertainty on just how the tariff policy will be implemented, making it more difficult for businesses to estimate the effect on them.

Then there are serious issues for the longer term. Other countries will be less willing to sign trade deals with the USA if they will not be honoured. Countries may increasingly look to diverting trade from the USA to other countries.

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Questions

  1. Find out what tariffs have been proposed, imposed and changed since Donald Trump came to office on 20 January 2025.
  2. In what scenario might US investment be stimulated by Donald Trump’s policies?
  3. What countries’ economies have gained or are set to gain from Donald Trump’s policies?
  4. What is the USMCA agreement? Do Donald Trump’s policies break this agreement?
  5. Find out and explain what has happened to the US stock market since January 2025. How do share prices affect business investment?
  6. Which sector’s shares have risen and which have fallen?
  7. Using the Data link above, find out what has been happening to the US Policy Uncertainty Index since Donald Trump was elected and explain particular spikes in the index. Is this mirrored in the global Policy Uncertainty Index?
  8. Are changes in the Policy Uncertainty Index mirrored in the World Uncertainty Index (WUI) and the CBOE Volatility Index: VIX?
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Why are Tesla sales plummeting?

Tesla sales have fallen dramatically recently. In Europe they were down 47.7% in January 2025 compared with January 2024. In Spain the figure was 75.4%, in France 63.4%, in Germany 59.5%, in Sweden 44.3%, in Norway 37.9%, in the UK 18.2% and in Italy 13.4%. And it was not just Europe. In Australia the figure was 33.2%, in China 15.5% and in California 11.6%. Meanwhile, Tesla’s share price has fallen from a peak of $480 on 17 December 2024 to $338 on 21 February 2025, although that compares with $192 in February 2024.

So why have Tesla sales fallen? It’s not because of a rise in price (a movement up the demand curve); indeed, Tesla cut its prices in 2024. Part of the reason is on the supply side. In several countries, stocks of Teslas are low. Some consumers who would have bought have had to wait. However, the main reason is that the demand curve has shifted to the left. So why has this happened?

A reaction to Elon Musk?

One explanation is a growing unpopularity of Elon Musk among many potential purchasers of electric vehicles (EVs). People are more likely to buy an EV if they are environmentally concerned and thus more likely to be Green voters or on the political left and centre. Elon Musk, by supporting Donald Trump and now a major player in the Trump administration, is seen as having a very different perspective. Trump’s mantra of ‘drill, baby drill’ and his announced withdrawal from the Paris agreement and the interventions of Trump, Vance and Musk in European politics have alienated many potential purchasers of new Teslas. Elon Musk has been a vocal supporter of the right-wing Alternative for Germany (AfD) party, describing the party as the ‘last spark of hope for this country’ (see BBC article linked below).

There has been outspoken criticism of Musk in the media and the Financial Times reports existing owners of Teslas, who are keen to distance themselves from Musk, ordering stickers for their cars which read ‘I bought this before Elon went crazy’. In a survey by Electrifying.com, 59% of UK potential EV buyers stated that Musk’s reputation put them off buying a Tesla.

Other reasons for a leftward shift in the demand for Teslas

But is it just the ‘Musk factor’ that has caused a fall in demand? It is useful to look at the general determinants of demand and see how each might have affected the demand for Teslas.

The price, number, quality and availability of substitutes  Tesla faces competition, not only from long-established car companies, such as Ford, VW, Volvo/Polestar, Seat/Cupra and Toyota, moving into the EV market, but also from Chinese companies, such as BYD and NIO. These are competing in all segments of the EV market and competition is constantly increasing. Some of these companies are competing strongly with Tesla in terms of price; others in terms of quality, style and imaginative features. The sheer number of competitor models has grown rapidly. For some consumers, Teslas now seem dated compared with competitors.

The price and availability of complements.  The most relevant complement here is electrical charging points. As Teslas can be charged using both Tesla and non-Tesla charging points, there is no problem of compatibility. The main issue is the general one for all EVs and that is how to achieve range conveniently. The fewer the charging points and more widely disbursed they are, the more people will be put off buying an EV, especially if they are not able to have a charging point at home. Clearly, the greater the range of a model (i.e. the distance that can be travelled on a full battery), the less the problem. Teslas have a relatively high range compared with most (but not all) other makes and so this is unlikely to account for the recent fall in demand, especially relative to other makes.

Expectations.  The current best-selling Tesla EV is the Model Y. This model is being relaunched in a very different version, as are other Tesla models. Consumers may prefer to wait until the new models become available. In the meantime, demand would be expected to fall.

Conclusions

As we have seen, there have been a number of factors adversely affecting Tesla sales. Growing competition is a major factor. Nevertheless, the increasing gap politically between Elon Musk and many EV consumers is a major factor – a factor that is likely to grow in significance if Musk’s role in the Trump administration continues to be one of hostility towards the liberal establishment and in favour of the hard right.

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Questions

  1. Why have BYD EV sales risen so rapidly?
  2. If people feel strongly about a product on political or ethical grounds, how is that likely to affect their price elasticity of demand for the product?
  3. Find out how Tesla shareholders are reacting to Elon Musk’s behaviour.
  4. Find out how Tesla sales have changed among (a) Democratic voters and (b) Republican voters in the USA. How would you explain these trends?
  5. Identify some products that you would or would not buy on ethical grounds. How carefully have you researched these products?