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Core Viewpoint - Tesla is facing significant challenges in the Chinese market, with sales declining for eight consecutive months, necessitating urgent measures to reverse this trend [2][3][5]. Sales Performance - In May, Tesla's wholesale sales in China were 61,662 units, a year-on-year decrease of 15%, marking the eighth consecutive month of decline [2]. - Although there was a slight month-on-month increase of 5.5% from April, the year-on-year comparison showed a 6% drop, indicating a worsening sales situation [3]. - The price reduction strategy initiated by Tesla at the beginning of 2023 has led to a "domino effect" in the industry, with many local brands launching competitive low-cost models, diminishing Tesla's price advantage [3][4]. Competitive Landscape - Domestic brands are rapidly iterating and launching new models, contrasting with Tesla's stagnation in product updates since the introduction of Model 3 and Model Y over five years ago [4]. - The increasing consumer interest in new technologies and stylish designs has made Tesla's relatively unchanged offerings less appealing [4][10]. Brand Influence and Global Strategy - Tesla's brand image has been affected by controversies involving its executives and technical issues, leading to a decline in consumer trust [5]. - Sales in major markets outside China, including the UK, Germany, France, and the US, have also seen significant year-on-year declines, indicating a broader global sales challenge [5]. Recovery Measures - Tesla is implementing various strategies to boost sales, including a new referral reward program and limited-time insurance subsidies for Model 3 [6]. - The introduction of a lower-priced version of Model Y, expected to be priced between 150,000 to 180,000 yuan, aims to attract budget-conscious consumers [6]. - Tesla's inclusion of Model 3 and Model Y in the 2025 New Energy Vehicles Down to the Countryside initiative is seen as a potential growth opportunity in lower-tier markets [7]. Market Potential and Infrastructure - To effectively penetrate lower-tier cities, Tesla must address the lack of charging infrastructure, which is a significant barrier to adoption [8][9]. - Enhancing product positioning and brand image to resonate with local consumers is crucial for Tesla's success in the evolving market landscape [9]. Innovation and Product Development - Continuous technological innovation and faster product iterations are essential for Tesla to keep pace with the rapidly changing market [10]. - Introducing new models, such as the highly anticipated Cybertruck, and integrating popular local applications into its smart cockpit could help Tesla regain consumer interest [10].