Fortune | FORTUNE 14小时前
Tesla’s 13% sales slump signals deeper trouble as Musk’s polarizing image weighs on demand ahead of earnings
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特斯拉的销量报告显示,由于马斯克对政治立场的公开表达以及来自竞争对手的压力,销量出现了显著下滑。第二季度销量下降了13%,预示着即将发布的季度财报可能令人失望。尽管Model 3和Y的销量表现略好于预期,但整体市场挑战依然严峻。公司正面临来自比亚迪等竞争对手的激烈竞争,尤其是在欧洲市场。马斯克承认政治立场对公司造成影响,但同时将部分销量下滑归因于消费者对新车型的观望。特斯拉正将重心转向机器人、自动驾驶技术和无人驾驶出租车,而这些领域也面临着监管和安全审查。

📉 销量下滑:特斯拉第二季度销量下降13%,从去年同期的443,956辆降至384,122辆。这一降幅表明,马斯克对政治立场的公开表达对特斯拉的品牌形象产生了负面影响,并可能导致即将发布的季度财报令人失望。

🚗 市场竞争:竞争对手迅速抓住特斯拉的弱点,抢占市场份额。尤其是在欧洲市场,比亚迪等中国电动汽车制造商的崛起对特斯拉构成了巨大挑战。5月份,特斯拉在30个欧洲国家的销量下降了28%,而同期电动汽车市场整体呈现增长趋势。

🤔 政治立场:马斯克公开支持美国前总统特朗普以及欧洲极右翼政治家,这被认为是导致销量下滑的重要因素之一。马斯克承认其政治立场对公司造成了影响,但同时认为消费者对新车型的期待也是销量下降的原因之一。

🤖 未来发展:特斯拉正逐渐减少对新车型的关注,转而专注于机器人、自动驾驶技术和无人驾驶出租车。公司正在德克萨斯州奥斯汀进行无人驾驶出租车的试运行,但同时也面临着联邦汽车安全监管机构的审查,因为发生了一些事故。

The company reported a 13% plunge in sales on Wednesday in a sign that Musk’s embrace of U.S. President Donald Trump and far-right politicians in Europe has had a deep and enduring impact on Tesla’s brand appeal. The new figures show rival electric-vehicle makers have wasted no time to pounce on the company’s weakness to steal market share and suggest Tesla’s quarterly earnings report later this month could also disappoint.

Sales fell to 384,122 in April through June, down from 443,956 in the same three months last year. During the latest period, Musk formally left the Trump administration as a cost-cutting czar, and hopes rose that sales would recover. Musk himself recently said that Tesla was in the midst of a “major rebound” in sales.

Still, some parts of the report were encouraging. Sales of the Models 3 and Y totaled 373,728, above the estimate of 356,000 from Wall Street analysts. Tesla shares rose 3.7% in morning trading.

“The numbers weren’t as bad as thought with all the analyst forecast cuts we saw over the past week,” said Morningstar’s Seth Goldstein, though he added the report overall showed the company faces big challenges. “The current product lineup is at market saturation and Tesla will need the new affordable vehicle to grow deliveries.”

Musk has promised a cheaper EV model would be coming this year that would boost sales.

It’s not clear yet if Musk’s latest feud with Trump will help lure back buyers who have been angry at the billionaire’s political positions. After Musk once again took to social media to criticize Trump’s budget bill, the president threatened Tuesday to use the power of his office to hurt his companies, including Tesla, pushing its stock down more than 5%.

The new figures come as Tesla is focusing less on new models and more on robots, self-driving technology and robotaxis ferrying passengers around without anyone behind the wheel.

Tesla is in the midst of a test run of robotaxis in Austin, Texas, that seems to have gone smoothly for the most part. But it also has drawn the scrutiny of federal car safety regulators because of a few mishaps, including one case in which a Tesla cab was shown on a video heading down an opposing lane.

The competition from rival EV makers is especially fierce in Europe where China’s BYD has taken a bite out of its market share. Tesla sales fell 28% in May in 30 European countries even as the overall market for electric vehicles expanded sharply, according to the European Automobile Manufacturers’ Association.

Musk has acknowledged that his work as head of the Department of Government Efficiency and his embrace of European far-right candidates have hurt the company. But he attributed much of the sales plunge to customers holding off while they waited for new versions of Tesla’s best selling Model Y.

Tesla reports second quarter financial result on July 23. In the first quarter, net income fell 71%.

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特斯拉 销量下滑 市场竞争 政治立场
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