销量下跌、政治搅局、技术豪赌：特斯拉的危机与突围

Core Insights - Tesla is facing significant challenges with declining sales and stock price volatility, largely influenced by CEO Elon Musk's actions and public statements [1][2][5] - The company reported a 13.5% year-over-year decline in vehicle deliveries for Q2 2025, with total deliveries of 384,100 units, down from 444,000 units in the same period last year [3][4] - Tesla's market share is being eroded by increasing competition from Chinese electric vehicle manufacturers, particularly in Europe and China [3][4][12] Sales Performance - In Q2 2025, Tesla's global deliveries were 384,100 units, a decrease from 444,000 units in Q2 2024, marking the worst quarterly performance since Q3 2022 [3] - In Europe, Tesla's new car registrations fell by over 40% in May 2025, with competitors like BYD rapidly gaining market share [3][4] - BYD's electric vehicle sales in the first half of 2025 reached 1,023,400 units, compared to Tesla's 720,800 units, highlighting a gap of approximately 303,000 units [3] Management Changes - The departure of Omead Afshar, a key executive responsible for North American and European operations, signals a restructuring within Tesla's management in response to sales pressures [4] - Elon Musk has taken over several critical functions, including sales and service in North America and Europe, indicating a direct response to the company's challenges [4] Political and Public Relations Challenges - Musk's political involvement has led to a backlash against Tesla, with over 57% of Americans holding a negative view of him, impacting the company's public perception [5][6] - A public feud between Musk and former President Trump resulted in a significant drop in Tesla's stock price, erasing over $100 billion in market value [5][6] - The "Tesla Takedown" movement has emerged, with consumers protesting against Musk's political stance, leading to a decline in Tesla's brand image [6][12] Strategic Initiatives - Musk is attempting to pivot Tesla's narrative towards becoming a leader in autonomous driving and future mobility, despite ongoing challenges in traditional vehicle sales [8][10] - Tesla plans to launch its first showroom in India in mid-July 2025, with high import taxes leading to a significant markup on vehicle prices, which may hinder initial market penetration [11][12] - The company is also testing a Robotaxi fleet in Austin, aiming to establish itself as a pioneer in autonomous transportation, although regulatory hurdles remain [9][10] Future Outlook - Tesla's ability to recover from declining sales and navigate political and competitive pressures will be critical in the second half of 2025, with key milestones including new product launches and market recovery in China and India [12] - The success of the Robotaxi initiative and the company's expansion into new markets will be essential for Tesla to redefine its growth trajectory and valuation [10][12]