In the past quarter, Tesla's sales in the Chinese market have fallen sharply

Abstract: Iron Man Elon Musk said in Tuesday that sales of Tesla in the Chinese market had fallen sharply in the past quarter, largely because of misconceptions about Tesla's charging requirements by Chinese consumers. Affected by the comments, Tesla's share price fell 7%, below each share

Iron Man Elon Musk said in Tuesday that sales of Tesla in the Chinese market had fallen sharply in the past quarter, mainly because Chinese consumers had misunderstood Tesla's charging requirements. Affected by the comments, Tesla's share price fell 7%, below $200 per share.

Elon Musk also said that Tesla China is actively negotiating with the government, hoping to be included in the list of electric cars that enjoy the support and subsidies of the Chinese government. Elon Musk is unwilling to disclose the specific progress of the negotiations, saying the topic is very sensitive and hopefully can be discussed.

However, according to the 2010 announcement of the pilot scheme for private purchase of new energy vehicles, China's subsidised new energy vehicles must "pay attention to the unification of infrastructure-related technical standards such as power batteries and charging stations, and infrastructure construction such as charging stations should be linked to national standards being developed." ”

This is a bit difficult for Tesla, because BYD's charging system does not match the Tesla, and the nation-building standards will inevitably take care of BYD.

Previously, Elon Musk also publicly expressed the willingness to share the charge system of Tesla, hope that the common use of electric vehicles Tesla standards, on the one hand to facilitate consumers, on the other hand, can speed up the laying of charging stations. BYD, however, was ungrateful, saying that "Tesla could consider using BYD's charging system." Worse for Tesla, German Chancellor Angela Merkel said in a July 2014 visit to China that China and Germany will co-operate in the field of electric vehicles to establish a unified charging technology standard.

In view of this, Tesla in China's charging station laying, can only own a person buried pile. According to the Tesla China official website data, currently Tesla in the mainland has built 51 extra charge stations, 200 charge piles. And the whole of Asia's charging station is only 62 seats, visible Elon Musk still pay considerable attention to the Chinese market.

However, it is not flattering to bury the infrastructure in such a way that there are two major problems at the moment:

One is the capital pressure. Building infrastructure has always been the "heavy work" of burning money, and Tesla has been in a loss state, relying on Gao to attract capital markets.

At the Detroit International Auto Show held yesterday, Elon Musk admitted that if the executive pay and expenses were included, Tesla Model 3 needed to be at full capacity, so that the company would be able to make profits under General accounting principles in 2020.

Compared to the price of 71,000 U.S. dollars, the domestic price of 734,000 yuan Model S and the upcoming model X Suv,model 3 is positioned as a relatively inexpensive, relatively weak performance of the electric car. Elon Musk also said Tesla's goal is to provide cars for the masses, not to serve some coterie consumers.

Second, the Chinese consumers have a bad psychological impact. Although Elon Musk said that the Chinese consumer misunderstood him, Tesla has been trying to lay charging stations, but by policy and other aspects of the impact of the construction of Tesla charging station is not expected to be rapid, 51 charging stations for the huge Chinese market is tantamount to a drop in the bucket.

In Europe and the United States, people have long been able to rely on the charging pile wanton walking, this affirmation and the Chinese consumer's psychological expectations are biased.

The laying of charge piles is no doubt the biggest Tesla China's current problem, which is reflected in the change of executive Tesla China.

Zheng Shunjing, president of Tesla China in March 2014, announced his departure, and in September 2014, the German original CMO Jin Jun joined Tesla, and almost at the same time, the PR director of China, who joined in early 2014, was Yang Shuting to leave; , April 2014 joined Tesla China and is responsible for the Super power Project Zhu Xiaotong will take over the sales, but the specific title is the same as Wu, is not clear.

The shadow of the charging station can be seen in these numerous high-level changes.

Elon Musk himself also said that Zhu Xiaotong in charge of the Tesla China Super charging power plant project, let him to take charge of the Chinese business is hope he can solve the charging problem, and said let the public accept the concept of charging, make charging easy convenience is the first task of Tesla, " We need people with expertise in charge to manage the Chinese business. ”

But it has to be said that charging stations are really an important issue, but Elon Musk may need to understand the fact that Chinese consumers really have a hard time saying "Love" to Tesla. Because of Model S, the best is the ultimate acceleration, deceleration experience, but this is not possible in China's road to feel, at least in the short term. This let Model S in the actual use of lost a lot of charm.