I never understood why people care about "resale value" of a car. I buy a car to drive it until it's done. I don't buy a gaming PC and worry about resale value, or a polo, or sneakers, or a nice mop. I buy stuff to use it.
And even if you do keep cars indefinitely, it can still be an important consideration because it affects how things work out when you need to make an insurance claim. It means your car is both more likely to be declared a total loss and more likely to be worth less than what you still owe for it when it does get totaled.
If my car (an asset) has more resale value, I’m more likely to sell it to buy a new one. They should be trying to protect my resale value — if they want me as a repeat customer. Even if I want to buy another Tesla, if my resale value isn’t high, I’d wait longer to buy a new one.
Or, what I’m leasing the car (reasonable for an EV and used to have better tax incentives)? If the end of lease value is low, I have to spend more on the depreciation over the lease. That makes my monthly payment higher. Instead, if the end of lease value is higher, I have a lower monthly payment and I’m more likely to buy the car.
Either way, Tesla was good at selling one car. They need to get better at selling the second or third one.
Remember, this is from the Tesla point of view... and it's a long time-horizon perspective. It's a much easier decision from the customer's point of view.
(And there are other ways for companies to incentivize sales with discounts and promotions that don't obviously impact the "value" of the car).
Speaking as someone who mostly drives 20 year old cars.
Personally I'm with you. I love my car because its exactly enough car for my needs. I bought it new (in 2016) and I never want to sell it. I'd get so much less (or more to the point I can't buy a new car) for the same money I spent on it.