马斯克的阴影开始笼罩特斯拉

Core Viewpoint - Elon Musk's political actions are negatively impacting Tesla's sales, brand loyalty, and investor confidence [1][8] Sales Performance - Tesla's sales in Europe dropped by 45% in January, marking the first annual global delivery decline in over a decade [4] - In California, Tesla's sales fell by 12% last year due to Musk's attacks on state leadership [5] - In Germany, Tesla registrations decreased by 41% last year and 59% in January [6] - In the UK, Musk's political stance has led to negative perceptions, affecting sales [7] Brand Perception - A Bloomberg survey indicated a significant decline in consumer sentiment towards Musk, with his approval rating dropping markedly compared to four years ago [9] - Protests against Musk's actions have occurred across various states, indicating a growing backlash against the brand [10] - Pew Research found that most Americans hold a negative view of Musk, with many believing he has too much influence on U.S. decision-making [11] Market Competition - As Tesla's market share declines, competitors like Honda and Hyundai have gained significant market share in California [20] - In Germany, brands like Volkswagen and BMW saw increased sales in January [21] - Lucid Group and Polestar are targeting dissatisfied Tesla customers, indicating a shift in competitive dynamics [22][23] Future Outlook - Despite recent challenges, Tesla management remains optimistic about sales recovery, projecting a growth of 20% to 30% [13] - The Model Y production adjustments have contributed to early-year sales struggles, but new, cheaper models are expected to begin production soon [14][15]