特斯拉“光环”褪色：在华销量八连降背后的四重“围城”

Core Viewpoint - Tesla is facing significant challenges in its key markets, including China, Europe, and North America, with declining sales and market share, indicating a loss of its once-dominant position in the electric vehicle industry [1][16]. Group 1: Market Challenges - In China, Tesla's sales are being heavily impacted by the rise of local brands that are aggressively competing in the same price segments, particularly in the 200,000 to 300,000 RMB range, which is crucial for Tesla's Model 3 and Model Y [2][4]. - In Europe, Tesla's total sales in the first four months of 2025 dropped to 62,000 units, a nearly 40% year-on-year decrease, with market share falling from 1.8% to 1% [1]. - In North America, Tesla's sales also saw a rare decline of nearly 20% year-on-year in April 2025, indicating a broader trend of losing market dominance to traditional automakers transitioning to electric vehicles [1]. Group 2: Product Challenges - Tesla's product lineup is perceived as outdated, with the Model 3 and Model Y being the only significant offerings, leading to a lack of fresh appeal among consumers [6][9]. - The anticipated launch of the "Model 2" has been delayed, preventing Tesla from competing effectively in the lower price segments where competitors like BYD are gaining traction [5][17]. - The design language of Tesla's vehicles, once revolutionary, is now seen as simplistic and outdated compared to the rapid iterations of competitors [7][9]. Group 3: Consumer Perception - Tesla's brand image as a technological leader is diminishing as local competitors like Huawei and Xpeng have established strong reputations for their advanced technologies [10][12]. - Negative public relations incidents, such as the "brake failure" controversy and issues at the Shanghai Auto Show, have contributed to a decline in consumer trust [12]. Group 4: Strategic Challenges - The rollout of Tesla's Full Self-Driving (FSD) technology in China has faced significant hurdles, limiting its potential as a competitive advantage [13][15]. - The competitive landscape has shifted, with local brands having already educated the market and established data advantages, making it difficult for Tesla to regain its former status [15][17]. - Tesla must adopt a more localized approach and improve communication with global markets to rebuild brand trust and relevance [17].