Core Insights - Tesla has launched lower-priced versions of its Model Y and Model 3, priced at $39,990 and $36,990 respectively, to penetrate the competitive European market [1] - The European market is saturated with over ten electric vehicle models priced below $30,000, posing a significant challenge for Tesla [1] - Tesla's market share in Europe has nearly halved to approximately 1.5% due to outdated product lines and negative consumer sentiment towards Elon Musk [2] Group 1: Market Competition - The competition in the European electric vehicle market has intensified, with many local and Chinese brands offering lower-priced alternatives [1][4] - Analysts predict that over 25 new electric vehicle models will be launched in Europe next year, further increasing competition [6] - Tesla's lower-priced Model Y may help maintain sales levels in Europe, but it is unlikely to single-handedly open up the market [6] Group 2: Market Dynamics - In the U.S. market, Tesla's lower-priced Model Y is competitively priced against models from Hyundai, GM, and Volkswagen, but the expiration of a $7,500 tax credit may lead to a contraction in demand [2] - Tesla's global delivery volume is expected to decline for the first time in 2024, with a projected 10% drop this year [2] - In China, Tesla's new low-priced models are still priced higher than local competitors like BYD and Wuling, which dominate the market [3]

Core Viewpoint - The U.S. has implemented a 25% tariff on all imported cars, significantly impacting the global automotive supply chain and forcing multinational car manufacturers to adapt to the new trade environment [2][3]. Tariff Implementation - The 25% tariff on imported passenger cars and light trucks took effect on April 3, 2024, with additional tariffs on auto parts starting no later than May 3, 2024 [3]. - Prior to this, the U.S. had a 2.5% tariff on imported passenger cars and a 25% tariff on trucks, which means the new rates increase to 27.5% and 50%, respectively [3]. - Approximately 50% of the 16 million new cars expected to be sold in the U.S. in 2024 will be imported, with Mexico being the largest supplier [3]. Impact on South Korean Automotive Industry - South Korea is one of the countries most affected by the U.S. tariffs, with automotive exports to the U.S. projected to reach $34.7 billion in 2024, accounting for nearly half of South Korea's total automotive exports [3][4]. - Hyundai Motor Group, as South Korea's largest automaker, faces significant challenges due to its reliance on imports, with nearly two-thirds of its light vehicles sold in the U.S. being imported [4]. Preemptive Measures by Automakers - In anticipation of the tariffs, automakers, including Hyundai, increased shipments of vehicles and parts to the U.S. in early 2024, leading to a 14.8% year-on-year increase in South Korea's automotive exports to the U.S. in February [5]. - The average inventory level of new cars in the U.S. rose to 89 days, indicating that many automakers have sufficient stock to withstand the initial impact of the tariffs [5]. Sales Performance - Despite the tariffs, Hyundai and Kia reported record sales in the U.S. for March 2024, with Hyundai's sales increasing by 10.1% year-on-year to 203,000 units and Kia's by 10.7% to 199,000 units [5][6]. Strategic Responses - Hyundai plans to maintain current vehicle prices in the U.S. to attract buyers and stabilize sales, contrasting with competitors who are raising prices [6]. - The company announced a significant investment of $21 billion in the U.S. from 2025 to 2028 to enhance local production and reduce reliance on imports [7][8]. Investment in Local Production - Hyundai's investment includes $9 billion to establish a production capacity of 1.2 million vehicles annually and $6 billion to increase the localization of auto parts, including electric vehicle components [8]. - The company aims to create over 8,500 jobs through its new electric vehicle factory in Georgia, which will also increase production capacity for electric and hybrid models [8][9]. Government Response in South Korea - The South Korean government announced a $2 billion emergency aid plan to support the automotive industry and stimulate domestic demand in light of the tariffs [10]. - Measures include a temporary reduction in the new car purchase tax and tax relief for affected companies [10]. Diversification Strategy - Hyundai is actively expanding into emerging markets such as India and Brazil to mitigate the risks associated with the U.S. tariffs [11]. - The company plans to leverage its recent IPO in India to increase investments and strengthen its position in the global automotive market [11].