Tesla, as a pioneer of electric vehicles, once made Musk in the limelight. However, Tesla has recently suffered a series of Waterloos in the Chinese market, and the throne of the tram is not guaranteed, which Musk never dreamed of. Where is Tesla's wall in the Chinese market?
Tesla was the first to bring the concept of electric vehicles to China, and it was enthusiastically pursued for a while. As the originator of electric vehicles, Tesla Model S has successfully impressed many fans with its unique styling design and various black technologies. Some people even queue up all night, just to be the first to have this top-of-the-line electric car.
However, the good times did not last long, and Tesla fell from the throne for the first time in the Chinese market. In 2022, sales of Tesla's Model 3 and Model Y in China plummeted by nearly half. At the same time, BYD, a domestic electric vehicle company, has risen rapidly and become the top seller of new energy vehicles. There are several reasons why Tesla is left behind:
First, Tesla's old models and technologies have not been upgraded in time. Tesla continued to use early models and configurations, and neglected to develop new technologies. Domestic car companies quickly followed suit and launched more new energy models. In contrast, Tesla's single model and conservative technology have been defeated by the impact of domestic electric vehicles.
Second, Tesla's long-term high-price strategy has failed in the Chinese market. Chinese consumers value value for money, and Tesla's car prices remain high. On the other hand, domestic car companies have launched more affordable electric vehicles, which directly seized Tesla's target users.
Third, Tesla's self-driving technology is still immature. Tesla hyped its self-driving technology, but consumers were skeptical about its safety after multiple accidents came to light. In contrast, although there is still a gap between domestic car companies in autonomous driving technology, they are known for their stability.
Fourth, there are obvious shortcomings in Tesla's after-sales service. After purchasing a car, many Tesla owners reported that the after-sales response was too slow, which seriously affected the user experience. This is also an opportunity for domestic car companies to win more users through perfect after-sales service.
In the face of the landslide, Tesla also actively responded. Recently, Tesla has adjusted its sales strategy in China and slashed prices to stimulate demand. For example, the price of the Model Y has been reduced by 50,000 yuan. In addition, Tesla is building a gigafactory in China to reduce costs by localizing production.
Looking ahead, Tesla will need to catch up if it wants to return to the top of the list. Specifically, Tesla needs to do the following:
First, accelerate the introduction of new electric models. Tesla must increase R&D investment and launch new models as soon as possible. This not only allows users to experience more advanced technology, but also helps to stimulate more car purchases.
Second, further reduce the price of the car and enhance the cost performance. For Chinese consumers, Tesla must adjust its high-price strategy to make Tesla models more affordable for consumers.
Third, improve the after-sales service experience. Tesla can establish more repair outlets in China and use digital systems to optimize service processes and significantly reduce response times.
Fourth, strengthen the cultivation of local talents. Relying on China's Gigafactory, Tesla should further recruit and train Chinese R&D and production personnel to better adapt to the Chinese market.
Fifth, carry out product localization customization. According to the specific needs and usage habits of Chinese users, we develop customized functions to enhance product competitiveness.
Although the current situation is not in Tesla's favor, with its first-mover advantage and technical strength in electric vehicles, Tesla still has a chance to rise again. This requires Tesla to adjust its strategy to adapt to the new needs of Chinese consumers. At the same time, Chinese automakers should not be complacent, and only by continuing to innovate and make breakthroughs can they stay ahead. The EV market has just begun, so let's wait and see!