特斯拉中国销量暴跌63%，马斯克遭遇滑铁卢

Core Insights - Tesla's sales in China plummeted by 63.6% in October, marking a significant decline in its market position and raising concerns about its product competitiveness and strategic direction [1][2][3] Sales Performance - In October 2025, Tesla's retail sales in China were 26,006 units, a drastic drop from 71,525 units in September, and a decline of 43.9% compared to the same month in 2024 and 34.2% from 2023, setting a three-year low [2] - Tesla's market share in China's new energy market fell from 5.5% to 2%, dropping from 7th to 27th place [2] - The Model Y and Model 3, once key sales drivers, saw sales drop to 19,488 units (down 62%) and 6,518 units (down 68%) respectively [2] Global Market Trends - Tesla's sales decline is not limited to China; it is experiencing a systemic collapse globally, with a 36.3% drop in overall registrations in Europe despite a 36% increase in total electric vehicle sales [2][3] - In Sweden, Tesla's registrations fell by 88.7%, while sales in the UK, Germany, Norway, and Italy also halved [2][3] Competitive Landscape - The primary reason for Tesla's market share loss in China is the aggressive competition from local brands like BYD, Xiaomi, and Li Auto, which are rapidly innovating and offering superior features [4][5][6] - In Europe, local brands and Chinese competitors are gaining market share due to better product innovation and value for money, while Tesla's aggressive pricing strategy has negatively impacted its used car values [8] Strategic Response - In response to declining sales, Tesla has launched a revamped Model 3 in Europe and specific variants of the Model Y in China [10] - The company is also undergoing internal management changes, with key project leaders departing, indicating potential organizational challenges [11] - Tesla is accelerating the development of new low-cost models to regain entry-level market share and combat local competitors [11] Future Outlook - Elon Musk is focusing on the rollout of the Full Self-Driving (FSD) system in China, which could serve as a technological differentiator if regulatory approval is achieved [11][12] - Musk's broader strategy includes shifting the company's focus from traditional automotive sales to AI and robotics, positioning Tesla as a technology company rather than just an automaker [13]