原标题：特斯拉用镰刀收割，马斯克登上首富的宝座，这对于第一名球员来说最大的隐患是什么？
概括
[TeslawieldsasickletoharvestMuskwhatisthebiggesthiddendangerthatMuskonceclimbedtothethroneoftherichestman?】Those”hiddendangers”thathavebeenignoredduetorapidexpansionandrisemaybecomestumblingblocksforTesla’ssteadyprogress
TeslaIs playing a “sickle” in the global auto market to harvest sales.
2020 under the epidemic situation is like a nightmare for most car companies and even most industries.butTeslaThere is an exception: the stock price has soared, achieved continuous profitability, was selected for the S&P 500 index, and completed the annual delivery target; for a while, this electric car company became the hottest “number one player” in the automotive industry.
January 7, 2021, Eastern Time,TeslaWith a market value of 770 billion U.S. dollars, surpassing the social platform Facebook to become the sixth-highest company in the world by market value. Tesla CEO Elon Musk’s personal assets have also risen.On the same day, the Bloomberg Billionaires Index ranking showed that Musk’s worth has reached 195 billion US dollars, surpassingAmazonThe founder, Bezos, became the new richest man in the world.
Research organization EqualOceanAnalystIvan Platonov told China Auto Pictorial and Caijing.com that Tesla’s share price performance in 2021 will largely depend on Tesla’s sales, especially Cybertruck’s sales performance.
However, some people in the industry believe that although Tesla has a strong position in the Chinese market, a series of quality control scandals have also affected its long-term competitiveness.productBrand and the promotion of the electrification strategy of traditional car companies, Tesla usespriceThe sustainability of sales from the image of the butcher is also a question.
1、Catfish becomes shark
In 2020, Tesla “swept” ChinaGuoxin EnergyAuto market.
On January 7, 2020, Tesla is located atShanghai LingangThe super factory officially delivered the domestically produced Model 3 to car owners, and the domestically produced Model Y production project was also launched. At that time, the Shanghai Gigafactory already had a weekly production capacity of 3,000 Model 3s. According to the plan, after being fully put into operation, its annual output will climb to 500,000 vehicles.
As the first vehicle manufacturing base outside of the United States, the Shanghai plant is equivalent to an important “ticket warehouse” for Tesla’s sales.Many securities research institutions believe that China is the world’s largest single car market and new energy vehicle market. Tesla builds factories there and chooses local parts nearby.supplierSupply can greatly reduce vehicle manufacturing costs and logistics costs, shorten the capital turnover cycle, and respond to changes in the regional market in a timely manner. Coupled with the inherent brand halo and technical advantages, the localized Model 3 product is remarkable.
Musk took a special plane to Shanghai to attend the delivery ceremony. During the live speech, Musk, known for his efficiency, seemed to be very satisfied with the “Shanghai Speed” he had seen, and danced excitedly on the stage.
The completion and commissioning of the Shanghai Super Factory far exceeded Musk’s expectations: the contract was signed in July 2018, and the land was acquired in October; construction officially started in January 2019, and the first batch of domestic vehicles was delivered to internal employees in December.During this period, Tesla also received 13.5 billion yuanLow interest loan, Supported by fiscal and tax preferential policies, and the company’s production qualifications, product access qualifications and other procedures were quickly approved.
Even during the tense epidemic prevention and control situation in early 2020, the Shanghai Super Factory can still officially resume work on February 10, becoming one of the first domestic auto companies to resume work.
According to Song Gang, the manufacturing director of Tesla’s Shanghai factory, the Model 3 production workshop has entered a state of full capacity operation in December 2019. “The factory is working overtime almost every day to meet the strong order demand.” At that time, the localization rate of the parts and components of the factory had reached about 30%, and it was planned to increase to 70%~80% by July 2020. By the end of the year, the localization of all parts and components of the domestic Model 3 was realized.
According to data from the Passenger Association, in 2020, Tesla Model 3 sold 137,000 vehicles in China, becoming the best-selling new energy passenger car product. In terms of infrastructure, as of January 11, 2021, the company’s super charging stations in mainland China exceeded 700. In addition, the super charging pile factory built in China will be put into operation in 2021, and the annual production capacity of super charging piles can reach 10,000, which is expected to accelerate Tesla’s charging layout.
In the context of the spread of the global epidemic, Tesla was able to basically complete the delivery target of 500,000 vehicles, and the Chinese market “contributed to it.” Wedbush Securities analyst Dan Ives believes that China has always played an important role in the “heart and lungs” in Tesla’s capital story.
China’s introduction of the Tesla project will also help local electric vehiclesindustryThe healthy development of the chain. In January 2020, at a press conference held by the Information Office of the State Council, Miao Wei, Minister of Industry and Information Technology, stated that the localization of Tesla vehicles will be off the assembly line and downgraded.product price, In the short term will give other new energy vehiclesenterpriseBring certain pressure and challenges.But in the long run, it is a new energy vehicleIndustrial DevelopmentAn opportunity of will be forcedGuoxin EnergyAutomobile companies increase their technological innovation, strive for the initiative in international competition, and achieve complementary advantages and win-win development.
Tesla’s “catfish effect” is indeed “stirring up”Guoxin EnergyAutomobile market: Local car companies have launched high-end smart electric car brands, and the delivery volume and market value of new car manufacturers have been increasing. Joint venture car companies have accelerated the introduction of new products. . . . . . According to statistics from the China Automobile Association, the cumulative sales of new energy vehicles in 2020 was 1.367 million, a year-on-year increase of 10.9%. The annual market sales were higher than expected.
While Tesla is accelerating product diversification, it is still hitting hardPrice war. On January 1, 2021, Tesla officially opened the delivery of the domestic Model Y. The starting price of the long battery life version is 339,900 yuan, which is 148,100 yuan lower than the pre-sale price of the imported version. This news hit the market like a bomb, and a large number of consumers poured into its brand offline stores to inquire about the experience, and the online official website order page also collapsed due to the surge in visits.
During the New Year’s Day holiday, Tesla sales staff told the media that the backlog of orders for this car has been lined up until the Spring Festival, and the test drive will have to wait until two or three months later. There are even rumors that the number of new car orders exceeds 100,000 in 10 hours. A few days later, the reservation interface of Tesla’s official website showed that the original expected delivery time of the domestic Model Y was quietly postponed from January 2021 to the second quarter.
Automobile industrySenior analyst Zhang Xiang told China Auto Pictorial and Caijing.com that in 2021, Tesla’s sales may exceed 300,000 vehicles in the Chinese market alone.CITIC SecuritiesIt is estimated that by 2023, Tesla’s global electric vehicle sales will increase to 1.55 million.
This means that Tesla’s momentum remains unabated. After Model 3 ended its solo fight and formed a synergy with Model Y, “catfish” has grown into a “shark”.
2、Berlin Raiders
In the process of expanding into the global market, Tesla has also tried to find partners. In an interview with Business Insider in December 2020, Musk said that Tesla had tried to contact Daimler, Toyota and other car companies to establish joint ventures in the early days, but the arrogant attitude of the “maintainers” eventually made the cooperation proposal impossible.
Today, Tesla, which has grown into the world’s largest car company by market value, can no longer be underestimated by any company, especially for the top three in the German department. The upstart in the automotive industry wants to plunge the factory into their hinterland-Germany .
Tesla’s Berlin-Brandenburg super factory is located near the German capital Berlin. Construction will begin in June 2020 and is expected to be put into operation in July of the following year. The overall planned investment of the new plant is 4 billion euros, with a planned production capacity of 500,000 vehicles, and it will mainly produce Model Y and Model 3 models.
Industry insiders believe that Tesla’s construction of a production base in Europe will first help reduce the high cost and low delivery efficiency caused by long-distance transportation, ensure stable supply, and compete for local market share. At the same time, the German automobile industry is well-developed, and there are enough automobile engineering talents to meet the labor demand.
The impact of the 2020 epidemic seems to make Musk more aware of the importance of building factories in Europe. During the epidemic, the Fremont factory in the United States temporarily stopped production, resulting in a serious shortage of supplies to the European market. Tesla had to “hand over” its market share to competitors. According to statistics from the consulting agency JATO, in July 2020, Tesla registered only 1,050 vehicles in Europe, a 76% drop year-on-year, failing to enter the top ten European pure electric vehicle registrations that month.
For the European market, Tesla also used a price war. In January 2021, in European countries such as Germany, France, the United Kingdom, and the Netherlands, the price of Model 3 will be reduced by about 9%. As the production day of the Berlin plant approaches, the tried-and-tested price reduction strategy may help Tesla maintain its market share.
In order to maintain the expansion in the European market, Musk has adopted a cooperative attitude: “Tesla is open to software licensing, powertrain and battery supply. We are committed to accelerating the development of sustainable energy, rather than destroying competitors. .”
In December 2020, at an awards event organized by the German publisher Axel Springer, Musk said in an interview that Tesla does not rule out the acquisition of a traditional car manufacturer in the future.
Automobile industrySeniorM&AAnalyst Tian Yongqiu believes that Tesla is less likely to acquire vehicle companies, and Musk’s response is more like a set of “diplomatic rhetoric.” Looking back at Tesla’s eight acquisition history since its establishment, except for the first acquisition of the Toyota plant, which dealt with automakers, the remaining acquisitions were related to the electric vehicle supply chain, power batteries, rechargeable energy storage, and autonomous driving. It can be seen that the target of Tesla’s acquisition is selected according to the company’s business development needs to solve the bottleneck.
Therefore, in the foreseeable future, Tesla is more likely to acquire subdivisions related to the development of the electric vehicle business, such as production automation, batteries, and autonomous driving. As far as Tesla is concerned, the acquisition of a vehicle plant does not have any business complementarity, and it does not help its business very much, and may even become a burden.
By analyzing Tesla’s performance in the capital market in 2020, it is not difficult to find that the level of sales has largely affected the trend of its stock price.
Bai Yiyang, a senior analyst at CMB International, believes that Tesla’s stock price has risen sharply for several reasons:
First of all,GlobalcurrencyLoose. Affected by the epidemic,MidlandStorage started the water release mode, which provided the soil for the rise of US stock technology stocks.
Secondly,With the increase in deliveries, Tesla’s quarterly financial performance has continued to improve, and its business model has gradually been confirmed. The market is full of expectations for its scaled charging model.
At last,Technical level short covering. In the second half of 2019, the market for Tesla’s stock was divergent. With the production of factories in China and the gradual increase in deliveries, Tesla’s stock price gradually began to rise.In order to avoid bigger losses, many short positions in Tesla’s stocks chooseBuy and close, Which further stimulated the stock price to rise.
3、Millions of sales?
After the end of 2020’s “Hurricane”, can Tesla continue its growth miracle in 2021?
Bai Yiyang said that in the absence ofMidlandUnder the premise of shrinking the table, Tesla is likely to continue to maintain the trend of technology stocks as delivery increases. The core factor supporting Tesla’s further delivery is still the Chinese market.In China, Model Y has attracted countless eyes since its launch. It not only has an impact on the existing new energy vehicles on the market, but is also more traditionalluxuryThe car also has a certain degree of competitiveness. Although Tao Lin, vice president of Tesla’s external affairs, said that it is unlikely that the product will continue to reduce prices in the future, the industry still speculates that the domestic Model Y will likely replicate the previous Model 3 price reduction strategy.
Wei LaiFounder, chairman and CEO Li Bin believes that Tesla adopts a cost-based pricing strategy.High hairinterest rateUnder the premise of declining domestic production costs, the selling price will naturally decrease. If the subsequent Model Y production capacity keeps up, there will be continued price reductions in the future.
The Essence Securities Automotive research team pointed out that compared with Model 3, Model Y has significant advantages in terms of size, wheelbase, and space. It has also made targeted supplements to the shortcomings of Model 3, further improving product strength, and simplifying the product body structure. Reduced production costs, intended to drive brands to accelerate their entry into the mass market. It is foreseeable that the sales of the domestic version of Model Y will surpass Model 3 with a high probability.
There is also news that Tesla will add a new domestically produced “special supply” model. The new car may be positioned as a compact hatchback. The body chassis is based on Model 3, which is positioned lower than Model 3. The price is between 160,000 and 200,000 yuan, and mass production and delivery will be the fastest in 2022. Although Tesla did recruit designers in China, and Musk did express the idea of launching entry-level models, the official denied the above rumors.
Tesla China’s adherence to the “price for volume” approach may be due to its gambling agreement signed with the Shanghai Municipal Government.
Prior to this, Tesla had dealt with the land of the Shanghai factoryRight to useSigned an operating lease agreement with the Shanghai Municipal Government. The content of the agreement requires that Tesla must invest more than 14 billion yuan in capital expenditures in the Shanghai plant in the next five years; starting from the end of 2023, the Shanghai plant will also have to pay 2.23 billion yuan in taxes each year. If the corresponding conditions cannot be met, the company must return the corresponding land. Therefore, Tesla chose to take advantage of the price to harvest the market, so as to meet the requirements of the agreement.
In addition to the Chinese market, the Berlin factory and Austin factory are also important supports for Tesla’s new high delivery volume. The role of the Berlin plant in opening up the European market is self-evident, and the pure electric pickup Cybertruck, which will be mass-produced at the Austin plant, is even more highly expected. Pickup trucks have always been the most popular model among American consumers. Research firm EqualOcean analyst Ivan Platonov told Caijing Auto and China Auto Pictorial that Tesla’s share price in 2021 will largely depend on Tesla’s sales, especially Cybertruck’s sales performance.
According to the official introduction, the Cybertruck three-motor all-wheel drive version has a cruising range of up to 500 miles, accelerates from 0 to 60 mph in only 2.9 seconds, and has a traction force of over 14,000 pounds. From the first announcement in November 2019 to September 2020, the number of bookings for this car has reached 600,000. At the same time, construction of the fifth super factory in Texas, the Austin Super Factory, started in July 2020, and is expected to be roughly completed in May 2021, with Cybertruck put into operation by the end of 2021. Musk predicts that this pickup truck will produce 250,000 to 300,000 vehicles per year.
In 2021, Tesla’s global production and sales are expected to reach 930,000 vehicles, and its increase is mainly from the release of Model Y production capacity. At the Shanghai plant, the output of domestically produced Model Y is expected to exceed 200,000.CICCThe automotive research team estimates that global Tesla production and sales may exceed 1 million units in 2021.
In the logic of increasing Tesla vehicle deliveries, technological innovations in power batteries and autonomous driving are indispensable.
Bai Yiyang pointed out that Tesla’s long-term story is mainly based on business models such as Robotaxi leasing, OTA upgrade fees, and electric heavy truck sharing. The large-scale popularization of electric vehicles is a necessary condition for building a long-term business model, and the reduction of battery costs is a necessary prerequisite for the large-scale popularization of electric vehicles. Tesla’s new battery released on “Battery Day” last year is expected to be available in the next two to three years. It is expected to achieve the expected goals of reducing costs and expanding volume and rapidly popularizing electric vehicles, thereby serving the company’s long-term strategic vision.
For autopilot kit FSD-basedsoftware service, Essence Securities analyst Deng Yongkang believes that the increase in Tesla’s ownership can indirectly provide massive road condition data for the autonomous driving system and help accelerate the system upgrade. And the accelerated upgrade of the system can bring about an increase in the FSD selection rate, laying the foundation for Tesla’s future profitability.Morgan StanleyAnalyst Adam Jonas even asserted that Tesla’s business model is about to usher in a major change, with high profit margins and regularsoftware serviceRevenue will help it open up a broader market.
Recently, Musk also stated that he has 100% confidence in realizing L5 autonomous driving in 2021, and intends to change the FSD package purchased at a one-time fee to a monthly paid subscription model.This adjustment allows users to spend $100 a month to experience autonomous driving functions, or helps expand the scale of paying users and increasesoftware serviceincome.
As various car companies continue to launch smart electric vehicle products, Tesla will definitely have to compete with more competitors in the future.
Bai Yiyang said that in the next three years, traditional car companies will gradually introduce new energy models to enrichproduct line, The global new energy market will become more competitive. In terms of absolute deliveries, traditional car companies have more abundant products and may surpass Tesla in the future. But from the perspective of autonomous driving and software applications, Tesla still maintains a strong lead.
It is rumored that it will join the car-making camp and may launch a new model in 2024.appleThe company is becoming the biggest uncertainty in the automotive industry. It is speculated that this technology giant, who has created epoch-making smart devices such as the iPhone and iPad, will challenge Tesla’s position in the future. But in Musk’s eyes, China’s electric vehicle market is huge and fiercely competitive, or it will cultivate the most competitive opponents.
Tian Yongqiu believes that the most likely threat to Tesla will beapple, Google and other technology companies entering the field of smart electric vehicles.
At present, new car-building forces and traditional forces have not enough strength to kill Tesla. They may grow themselves rapidly while coexisting with Tesla, and share the big cake of electric vehicles and intelligent vehicles. To sum up, all parties have opportunities, and ultimately determine the survival and development of the company’s innovation capabilities, customer experience and cost control capabilities.
However, rather than considering dealing with competing products, Tesla seems to beproduct qualityPut it in a more important position. Recently, a Tesla owner defended his rights due to a serious discrepancy between the vehicle’s mileage and publicity, which once again aroused consumers’ worries about the brand. If Tesla wants to achieve the goal of one million sales, listening to users more is the way it should.
4、Hidden dangers are emerging
Those “hidden dangers” that have been ignored due to rapid expansion and rise may become stumbling blocks for Tesla to move forward steadily.
For example, Tesla’s second overseas factory, the Berlin factory, was built at a much slower pace than the Shanghai Super Factory. Therefore, it is difficult for the Berlin factory to form enough production capacity in a short period of time to supply the “critical” European market.
After finalizing and announcing the site at the end of 2019, German environmental organizations blocked Tesla from building the plant on the grounds of affecting animal habitats and destroying vegetation; local residents worried that the plant would have an adverse impact on the nearby environment after the plant was put into operation, and also lodged complaints. The interference of many factors has caused the Berlin factory to fail to obtain the final construction permit issued by the government until the end of 2020. The local environmental protection department even required Tesla to pay a deposit of 100 million euros in order to pay for the demolition of the factory in the event that the project fails to obtain final approval.
In terms of recruitment, Tesla also encountered resistance. The salary system and work pressure of this American technology company are “incompatible” with the German labor union system, which has a sound labor union system and superior labor conditions. As a result, the company’s recruitment gap cannot be filled.
The delay in the construction of the Berlin plant has won a precious opportunity for European traditional car companies to catch up.
The “German top three” announced ambitious strategic plans in 2020: Daimler plans to invest 70 billion euros in the next five years to accelerate electrification and digital transformation; BMW expects to continue its research and development by 2025 The investment exceeds 30 billion euros; Volkswagen plans to invest about 73 billion euros in electrification, hybrid powertrain and digitalization in the next five years.
Among them, the reform process of Volkswagen Group is even more intense. CEO Herbert Diess insisted on electrification and digital transformation, and implemented a radical restructuring plan, which once caused dissatisfaction with conservative forces in the group.
According to the British “Financial Times” report, in the face of numerous obstacles, Diss had an internal meeting in early 2020.meetingZhong said that the public needs to completely transform into a technology company like Tesla, and the company lacks awareness of the urgency of change.
Diss’ persistence finally gotshareholderTrust. In December 2020, the Volkswagen Group’s Supervisory Board announced that it had agreed to the electrification transformation and other restructuring plans proposed by Diss, and made a clear statement to provide “full support” for the company’s management, led by Diss, to implement the transformation.
It is worth mentioning that Diss adheres to the concept of independent development of car operating systems and software, and the development of electric vehicles on a dedicated platform, which is largely influenced by Tesla. In public, the head of the multinational car company also affirmed Musk’s performance several times. In September 2020, Diss also had a private meeting with Musk who was visiting Germany for nearly two hours. The two parties each tested the Volkswagen ID.3 and Tesla Model Y. This move caused many reveries in the industry.
At the same time, Diss and Volkswagen Group are also actively preparing for the battle and competing head-on with Tesla. In addition to the two electric models ID.3 and ID.4 that have been put into production, the German auto giant has also established a project team called “Artemis”, which is led by Audi CEOMarcus· Markus Duesmann is in charge. The new project team is backed by the resources and advantages of the parent company, and is more agile. The goal is to bring a “pioneer” model equipped with advanced autonomous driving and electrification technology to the market by 2024, and Tesla will be the number one competitor. .
At present, the electrification transformation of traditional car companies has achieved results in the sales market. According to EV volumes, in November 2020, Renault Zoe, Volkswagen ID.3 and Hyundai Kona EV became the three best-selling models in the European market, surpassing the Tesla Model 3, which ranked fourth. Then there are Mercedes-Benz A250e, BMW 330e and other models to catch up. As for the two high-end models of Tesla Model S and Model X, they have fallen out of the top 20 electric car sales in Europe.
The combat readiness continues. At the beginning of 2021, Renault Group released a new strategy, planning to build a huge electric vehicle production capacity project and supporting battery factory; Volkswagen launched a new electric vehicle project Trinity, planning to use a new platform to build an electric flagship model equipped with an autonomous driving system In addition, important electric models such as BMW iX, Audi Q4 e-tron, Mercedes-Benz EQA will be put on sale this year.
With the emergence of a large number of competing products, Tesla’s market share will likely be eroded. Diss even issued a “war book” to Musk on social media, stating that Volkswagen ID.3 and Audi e-tron have initially won the market in Europe and will compete with Tesla for market share.SaxobankAnalyst Peter Garnry believes that investors should be wary of competing products catching up with Tesla. As competition heats up, the company’s $800 billion market value will be questioned.
However, “elephant turning” is not easy. Traditional car companies not only need to coordinate the interests of all parties, but also need to carefully maintain the balance between the old business and the new business to achieve a smooth transition. In the capital market, as Diss said, the valuation logic of established auto companies still stays at “auto stocks” rather than “tech stocks”, which puts them at a serious disadvantage in obtaining resource support.
In addition to the Berlin Gigafactory failed to meet expectations and traditional car giants began to fight back, Tesla’s poor quality control problems are also overdrafting its brand image that has been established after many years.
Although the US market is still Tesla’s basic market, the company is now facing an increasing number of quality complaints in the country, which adds uncertainty to its future sales performance.
On March 13, 2020, Tesla officially delivered the first batch of Model Y to American consumers, and soon fell into a dispute over quality control defects. According to media reports, there have been a large number of consumer complaints about the rough assembly of the car’s bodywork, uneven seams of body panels and trim parts, and inadequate assembly accuracy. In addition, the vehicle also has problems such as residual impurities on the paint surface, unfixed rear seats, and loose seat belts. Some car owners therefore refused to accept the delivery and even chose to return the goods.
The old models were not spared either. Insider broke the news that Tesla’s internal emails showed that the company’s management still insisted on leaving the factory and selling the “problem” cars despite knowing that the battery pack of the electric car Model S had design flaws that could cause a fire accident.
In the annual car reliability survey released by Consumer Reports in the United States, Tesla ranked second from the bottom of the 26 car brands that participated in the election. Except for Model 3, which maintains a “recommended” rating, the reliability of the other three passenger cars is lower than the market average, especially Model Y.
Tesla is in JD. Power’s “2020 New Car Qualityresearch report“Is also ranked last. The head of the automotive department of this research institution bluntly said that Tesla lacks the basic capabilities that automakers should have.
U.S. National HighwaytrafficThe Safety Administration (NHTSA) also launched a number of investigations into Tesla in 2020, including the alleged exaggeration of the autopilot function (Autopilot) and insufficient protection, the vehicle will suddenly and unexpectedly accelerate, the vehicle touch screen and the front suspension Failure, etc.
On January 13, 2021, NHTSA announced that it requested Tesla to recall 158,700 Model S and Model X vehicles produced before 2019. The reason for the recall is that the touch screen of the defective vehicle fails, which will cause the parking image, assisted driving, steering signal and other functions to not be used normally, which is likely to cause accidents.
In response to the accusation of “sudden acceleration” of the car while driving, NHTSA also released the results of the investigation report, stating that there is no evidence that a defect in the parts or design would cause the car to accelerate suddenly, so the relevant complaint was rejected. This means that related accidents may be caused by human error. It is worth mentioning that this accusation affects approximately 662,100 Tesla’s Model S, Model X and Model 3 vehicles produced since 2013. Once recalled, the loss will be huge. The investigation and clarification of relevant departments gave Musk a sigh of relief for the time being.
In the vital Chinese market, Tesla also encountered difficulties. In addition to the “high-flying sales”, Tesla China under the spotlight has also been pushed to the forefront of public opinion several times due to frequent price adjustments, chip reductions, and quality defects.
Since the official opening of reservations in October 2019, the price of the upgraded version of the domestic Model 3 standard battery life has dropped from 355,800 yuan to 249,900 yuan, and the price reduction has reached 100,000 yuan. This price-for-volume sales strategy was referred to by consumers as “harvesting leeks”, and there were even voices claiming that Tesla sales “concealed price cuts and deliberately induced car owners to pick up cars at high prices in advance”, triggering collective protests and protests from old car owners. Complaint.
In terms of quality, Tesla’s “out of control door” is often reported in reports. In December 2020 alone, Tesla out-of-control crashes occurred in Beijing, Shenzhen, Hangzhou, Chengdu and other places. The drivers involved all said that the vehicle accelerated unexpectedly and the brakes failed during the driving process. There are also car owners who claimed that after contacting the customer service phone, they found that the driving recorder and other setting data in the back of the car were deleted.
In March 2020, some consumers reported that Tesla privately reduced the key chips of the domestic Model 3 and replaced the HW3.0 chip marked in the environmental information list with the actual HW2.5 chip. The supervisory department then interviewed Tesla on the matter and ordered rectification.
In October of the same year, Tesla Motors (Beijing) Co., Ltd. filed a recall plan with the State Administration of Market Supervision due to the quality defects of the vehicle suspension, and announced the recall of approximately 48,000 imported Model S and Model X. However, in the letter submitted to the US regulatory agency, Tesla argued that the damage to its vehicle suspension was not a quality problem, but was caused by abuse by some Chinese car owners. The company chose to recall because of an administrative order. This news aroused dissatisfaction among domestic consumers. Xinhua News Agency stated in this article that Tesla “maliciously dumping the pot is an unreasonable arrogance to Chinese consumers.”
Some media have exposed that Tesla’s Shanghai plant has problems such as the use of unqualified parts, lowered quality standards, and low employee salaries. In response, Tesla stated that the Shanghai factory strictly complies with relevant laws and regulations to conduct manufacturing and consistency management, and there is no such thing as the phenomenon of “decreasing quality at the expense of output”.
Zhang Xiang believes that although Tesla’s current demand is optimistic, only by ensuring product quality and earnestly maintaining its relationship with users can it continue to maintain its competitiveness.
Michael Burry, a well-known Wall Street investor, pointed out in September 2020 that Tesla’s market-to-sales ratio reached 18 times, which is “ridiculous” compared with the industry’s average market-to-sales ratio of only 0.35 times. In addition, Tesla needs to rely on the sale of carbon emission points to ensure profitability. As the policy gradually expires or the delivery volume encounters a bottleneck, the company’s profit growth will become weak, and the stock price may face a plunge.
Investors’ worries have become a reality. On March 5th, Tesla’s stock price closed below $600 per share, a drop of more than 30% this year.
(Source: Caijing.com)
(Editor in charge: DF537)
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