销量连跌7月！特斯拉欧洲颓势加剧，德国、英国市场重挫

Core Insights - Tesla's sales in major European markets are declining despite the launch of the upgraded Model Y, with significant drops reported in Germany and the UK [1][2][3] - The decline in sales is attributed to multiple factors, including CEO Elon Musk's controversial political stance, increased competition, and uncertainty regarding electric vehicle subsidy policies [1][2][3] Group 1: Sales Performance - In Germany, Tesla sold only 1,110 vehicles in July, a year-on-year decrease of 55.1%, with total sales for the first seven months at 10,000 units, down 57.8% compared to the previous year [1][2] - In the UK, Tesla's registrations fell from 2,462 vehicles last July to 987 in July this year, marking a 60% decline [1][2] - Other European markets also showed declines, with France down 27% to 1,307 vehicles, Sweden down 86% to 163 vehicles, and Belgium down 58% to 460 vehicles [1] - Conversely, Spain and Norway saw increases in registrations, with growth rates of 27% and 83%, respectively [1] Group 2: Market Context - The overall demand for electric vehicles in Germany remains strong, with new registrations increasing by 58% in July to 48,614 vehicles, highlighting Tesla's competitive disadvantage [2] - The UK automotive market experienced a 5% decline in overall registrations, but Tesla's drop was significantly larger than the market average [2] Group 3: Competitive Landscape and Challenges - Chinese electric vehicle manufacturer BYD is performing well in Europe, with sales in Germany increasing nearly fivefold to 1,126 vehicles and registrations in the UK growing over fourfold to 3,184 vehicles [3] - Consumer sentiment towards Elon Musk has declined, with a 26% drop in favorability towards him and a 32% decrease in favorability towards the Tesla brand, impacting future purchase likelihood [3] - In response to these challenges, Tesla's board approved a new compensation package of 96 million shares for Musk to incentivize performance improvement [3]