Gorky's Haiyan is very suitable for Tesla. Strong winds and heavy rains, dark clouds and lightning, for Tesla, which has passed the comfort period, such a storm seems to come too fast.
According to the latest August sales data, domestic Tesla sold 1. 1.8 million vehicles in August, an increase of about 7% compared with July (the domestic wholesale sales of pure electric vehicles in August was 82,500 vehicles). It seems that since Tesla went offline in China, the sales volume of over 10,000 is the standard for it to enter the market. In the first half of this year alone, the cumulative sales volume has exceeded 40,000 vehicles, making the China market a "geomantic treasure" for its global sales surge. However, behind the rising tide of Tesla, word of mouth is slowly running counter to the sales figures, and there is even a social phenomenon of "scolding Tesla while selling" in the domestic market.
Tesla's balance is tilting, on the one hand, sales volume, on the other hand, word of mouth. How to save it? So far, Musk has not given an answer.
Draw lots for the next batch
Zhang Ailing said that it is early to become famous. But Tesla's road to fame always likes the sword to go sideways.
Under the positive heat for several months, Tesla's "death" trait is back. Tesla model happened in Nanchong, Sichuan on September 5? The news that X female car owners hit many cars and pedestrians on the side of the road, causing two deaths and six injuries and many car damages, exploded on the Internet.
It is understood that at present, the accident is the traffic accident that Tesla has caused the most casualties in the world so far. Because of this incident, "9.5 Nanchong Tesla Out of Control Accident" has now been included in Baidu Encyclopedia, which shows the seriousness of the situation.
Interestingly, however, Tesla's official explanation did not appear on its official Weibo "Tesla", but was published on "Tesla Customer Support" Weibo with only 5 169 fans.
On September 7, Tao Lin, vice president of external affairs of Tesla, wrote in Tesla's customer support, "Please understand that in order to protect customer privacy and comply with relevant regulations, we really can't share more information at present. We also call on netizens to maintain a good public opinion environment with us and not to spread unconfirmed news and speculation such as customer privacy. After the accident investigation is clear, with the consent of all parties, we will announce it to the public as soon as possible. Thank you! "
Although "Tesla Customer Support" is the official account of Tesla in Weibo, its attention has been very small, and the popularity of forwarding and commenting will naturally not be much. Tesla's magical operation will inevitably leave too much room for imagination.
Now Tesla seems to have drawn the "next sign", followed by the black "little tail".
Netizens also found the complaint record of Tesla on the domestic car complaint platform. 20 18 Up to now, the quality problem of Tesla models has been the biggest "hidden danger", and the complaints mainly focus on the quality problems such as body accessories, while the frame joints are large, the rubber strips are cracked, the roof leaks in rainy days, and the interior works are rough. They are all common, compared with independent brands with more and more fine workmanship.
Not only at home, but also abroad, Tesla is also a big problem of quality control. Last August, it was also because Tesla delivered the 15 model. 3 There are quality control problems such as tire, paint, car body damage, charging controller, line failure, and loss of emergency call button. The German car rental company NextMove directly canceled the 100 model. 3 purchase agreement.
Perhaps domestic users will choose to buy Tesla. In addition to the infinite daydream about technology cars, the label of "Western products" is also one of the biggest reasons.
But "success is Xiao He, failure is Xiao He", how can Tesla be willing to plant the quality control?
Not long ago, foreign media exposed the internal mail that Musk sent to employees. The email pointed out that "Musk said that he would personally participate in the rectification of Tesla's automobile assembly line, solve production confusion, improve product quality and reduce the number of product rectifications."
It seems that Musk finally realized that the safety and overall quality of models under technology is king. Even if Tesla stands at the top of the pyramid of the new energy vehicle market, it will collapse if its foundation is not firm.
China is the most important market for Tesla's sales at present, and Tesla has no reason to anger users in China. Tesla's "technical talents" still have many buyers, but as a car company, you must be safe when you return to the essence of the product, and you can't "inexplicably get out of control". This is not a so-called technological attribute, but a way to slowly send yourself to "hell". No matter how cool the technology is, please don't Tesla.
The biggest enemy is yourself.
Just two days after the Tesla Nanchong incident in Sichuan, its "storm" also spread to overseas markets. On September 9 (Tuesday, US Eastern Time), due to the stranding of the new round of US fiscal stimulus package negotiations, the US stock market opened sharply, and technology stocks were the most affected, and Tesla was recruited.
The data shows that when the US stock market closed, Tesla reported $330.265438 +0, down $88.65438 +0 1 compared with the previous trading day, and Tesla plunged 2 1%. Musk's net worth has also shrunk by $65.438+065 billion, and his personal net worth has dropped to $765.438+04 billion.
Actually, since 9: 00? Since 1 month, Tesla has fallen by more than 34%, and its total market value has evaporated 1600? 1 billion dollars, equivalent to RMB 1 trillion or more.
Tesla shares, like a roller coaster, also disappointed a group of shareholders. Analysts pointed out that Tesla shares plummeted for two reasons: First, Tesla failed to be selected into the Standard & Poor's 500 Index as expected. S&P Dow Jones did not choose the hot Tesla, but chose the online retailer Etsy? Inc, Tereda, a chip equipment manufacturer, and Condé lent, a medical technology company, although this move is a bit "cold water", if you think about it carefully, you will find that this is a rational choice. Tesla's share price has soared in just half a year? Six times, Musk was promoted to the top five in Forbes list, which was not normal. Tesla, which is now up more than 400%, may be "shut down" for rectification.
2. Before the market opened on the 9th, GM announced cooperation with electric truck startup Nikola? By establishing a strategic partnership, GM has acquired a stake of nearly $2 billion in Nikolai and will produce pickup trucks. In addition, Badger will be put into production in 2022, which will be applied to GM's Ultium battery system and Hydrotec fuel cell technology.
Although Nikola is not a direct opponent of Tesla's main products, GM's operation will inevitably be regarded as putting pressure on Tesla, and the most significant result is that GM announced its cooperation with Nikola? After the cooperation with Corp, Tesla's share price fell sharply, while Nikolai's share price and General Motors' share price rose by 465,438+0% and 7.9% respectively.
After all, when Tesla's highest market value reached $200.2 billion, it was about 5.5 times that of General Motors. This naked humiliation also embarrassed the century-old American auto giant. Choosing Nikolai, whether from the perspective of new energy vehicles or from the unilateral "revenge" of GM, has some intriguing feelings.
Churchill said, "There are no eternal friends and enemies in the world, only eternal interests." Standing on the height of interests, it is doomed to tread on thin ice in the end.
Tesla's 2 1.06% plunge is the best proof, and this plunge has also become the biggest one-day decline in Tesla's history. Its market value has dropped by one GM and one Ford, evaporating about $80 billion.
Maybe no one knows what Musk is thinking. After all, Tesla is just one branch of his many professional projects. However, as a car company that can't be ignored in the new energy industry chain, Tesla has created many miracles, but how to maintain the value and depth of miracles is a question that Musk should think about.
In the retail data of passenger car market in August, the wholesale sales volume of new energy in August exceeded 654.38+10,000 vehicles, a year-on-year increase of 43.7%; Among them, the wholesale sales volume of pure electric vehicles was 82,500, a year-on-year increase of 45%. However, the domestic Tesla in the list of pure electric vehicles in August was not the first. Wuling Hong Guang MINI launched by SAIC-GM-Wuling? EV becomes the "dark horse" that squeezes out Tesla's first throne, Hong Guang MINI? The sales volume of EV surpassing models is 654.38+0.5 million? 3, although Hong Guang MINI? EV is not a domestic model? 3 competing products also reflect the catching-up pace of independent brands from the side. Is Tesla underestimating his enemy?
2020 is the fastest growing year for Tesla, but now Tesla, which is suffering from internal and external troubles, has also ushered in its own "natural disaster" of striding forward. Too much is not enough, and it is a village with a bright future. If not, maybe the Tesla myth will burst like a capital bubble.
It is reported that the main structure of the second phase of the Shanghai Super Factory has been completed. What model are you planning to produce? Y has also been put on the agenda, and due to the unstable epidemic situation in Europe and America, the China market has become the only choice in Tesla's product increment.
Text/fruit
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.