described one of the company's primary, long-term goals as using the proceeds from high-end electric cars to fund the development of affordable models. Musk would later frame the Model 3 as the fulfillment of that goal and a turning point for Tesla from a luxury automaker to a mass-market one. The
Tesla received for the Model 3 suggested demand for electric vehicles extended beyond early-adopters willing to pay luxury prices.high-end versions of the Model 3 in July 2017, but struggled to hit production targets for the next year due to excessive automation at its Fremont, California, assembly plant. As the company smoothed out its production process, Musk said it needed more time to make the standard-range Model 3 profitably.
In February, the company began allowing customers to order the standard-range Model 3, but less than two months later, itfrom its online-order page, saying customers could only order it by phone or in one of the company's stores. Tesla said demand for the standard-range trim was much lower than for the standard-range-plus trim, which starts at $39,500, and said removing the standard-range trim from the online menu would increase efficiency and lower costs.