If you use an idiom to describe Tesla in 2021, I believe that "mixed reputation" will be described very appropriately. On the one hand, since the "roof rights protection" incident at the Shanghai Auto Show in April last year, Tesla has always been accompanied by negative discussions, and the brand image of "arrogance and arrogance" in the mouths of netizens has gradually penetrated the hearts of the people; on the other hand, with the continuous best-selling of Model 3 and the strong addition of Model Y, Tesla has repeatedly reached new highs in sales and is thriving in the high-end market.
"The publicity has not won, the sales have not lost." This evaluation circulating on the Internet can be described as a sentence.
How well did Tesla sell? Where are Tesla's cars sold? Recently, Tesla announced the fourth quarter and annual financial report of 2021, sales volume, revenue double growth data performance, it is difficult to imagine that this is a company that was "on the verge of bankruptcy" four years ago.
As early as 2017, Tesla's global sales were only 103,700 vehicles, and it faced huge pressure on production and logistics on how to expand the production of Model 3, as Elon Musk said: "Recently, it is only a month away from bankruptcy." Obviously, the completion of the Shanghai Gigafactory has become Tesla's "cardiotonic agent", even in 2021, when the environment is depressed, Tesla still ended with an annual delivery of 936,200 vehicles, an increase of 87% year-on-year.
Unsurprisingly, Tesla Model 3 and Model Y have become well-deserved sales responsibilities, with global sales of 507,100 units and 401,400 units respectively, accounting for 97% of the brand; even if the two are only low-end models of the brand, whether it is price or positioning, they have been in line with the "34C" of traditional luxury mid-size cars. Affected by the higher price and the small schedule, the Model S and Model X, as the brand flagship, have only sold more than 10,000 units in the whole year, and more are responsible for the role of "façade responsibility".
Specific to the market segment, the United States is still Tesla's largest global market, accounting for 38.57%; followed by the Chinese market, more than one-third of the proportion, also contributed an important force. In addition, in Germany, britain, France and other fuel vehicle companies, Tesla also occupies a certain market share, when Tesla's German factory is put into use, it may cover more European countries.
In terms of operations, Tesla's revenue in 2021 was $53.823 billion, up 71% year-on-year from $31.536 billion in the same period last year, and net profit was $5.519 billion, up 665% year-on-year from $721 million in the same period last year. In terms of gross profit margin, Tesla's data in the four quarters of 2021 were 26.5%, 28.4%, 30.5% and 30.6% respectively; the gross profit margin of more than 30% in the second half of the year was stable, setting a new quarterly high for itself, and it was also a new high in the industry.
Obviously, unlike traditional car companies that need to reduce costs as much as possible and give products a stronger cost performance, Tesla today is in a leading position in the new energy market and has stronger pricing freedom; stable revenue capacity and amazing expansion ability are not like "car companies" in the traditional sense, more like a "technology company". And this may also be the source of Tesla's brand confidence and proud capital.
Conclusion: "Is Tesla more in need of the Chinese car market, or does the Chinese car market need Tesla more"? On this issue, I believe that everyone will have their own opinions, but it turns out that Tesla has indeed gradually grown with the "Chinese springboard", and Chinese consumers have also gained different car experiences. Of course, today's Chinese new energy vehicle companies are also growing and developing, and if Tesla wants to make money "lying" in the Chinese market, it may not be easier and easier.