三年品牌价值腰折超六成，特斯拉败局皆因马斯克？

Core Insights - Tesla's brand value has significantly decreased by $15.4 billion, a drop of 36%, reaching $27.61 billion in 2025, marking three consecutive years of decline [1][3] - The decline in brand value is attributed to multiple factors, including a lack of innovative new models, high product pricing compared to competitors, and weakened core product competitiveness [3] - CEO Elon Musk's deep involvement in geopolitical issues has detracted from his focus on the automotive business, contributing to the brand's diminished value [3] Consumer Sentiment - Consumer research indicates a substantial decline in Tesla's reputation, recommendation, and trust scores, particularly in Europe and Canada, with the U.S. recommendation score dropping to 4.0 out of 10, nearly halving from 8.2 in 2023 [3] - Despite the decline in recommendation willingness, Tesla's customer loyalty in the U.S. has slightly increased to 92%, and brand awareness has improved globally [3] Competitive Landscape - Competitors are performing well, with Chinese brand BYD's brand value increasing by 23% to $17.29 billion, emerging as a new highlight in the automotive industry [3] - Major automotive brands such as Toyota and Mercedes have surpassed Tesla in brand value, with Toyota leading the industry at $62.7 billion [3] Market Challenges - Musk's political actions have had a lasting negative impact on Tesla, leading to strong consumer backlash, compounded by the cancellation of federal tax credits for electric vehicles in the U.S. [4] - Despite launching a ride-hailing app and piloting autonomous taxi services in the latter half of the previous year, and Musk's $1 billion stock buyback to boost share prices by 11%, these efforts have not reversed the decline in brand value [4]