For a given month, they probably recognize a portion of the value of cars shipped. So, in July they probably recognized less than $11,881,000 for those particular 109 roadsters.
However, they also recognize a portion of cars sold in July, deposits taken during the month, and probably a portion of the price of cars ordered in previous months that will be shipped in future months, but were built during July.
The amount of revenue recognized for a month is never as simple as (cars_shipped * car_price).
They might have had deferred revenue in terms of warranty. They probably have to allocate a portion of each sale as warranty and recognize that revenue over the length of the warranty (similar to iPod). Problem with that is it means they would have had defer a portion of revenue this months sales as well... so this theory only holds true if they had sold a large number before this month.
Maybe OEM accessories and upgrades (like the Sport Package). Also they might sell a license to an after market shop so they can say they are the official Tesla parts brands.
However, they also recognize a portion of cars sold in July, deposits taken during the month, and probably a portion of the price of cars ordered in previous months that will be shipped in future months, but were built during July.
The amount of revenue recognized for a month is never as simple as (cars_shipped * car_price).