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Tesla’s CEO Elon Musk is a versatile investment talent, he once made a killing by participating in the establishment and investment of world’s largest online payment platform—Paypal. His subsidiary company Space X’s ‘dragon’ space capsule returned to earth after successfully docked with international space station, which started a private operation era for space transportation. But this time, Musk met a stumbling block in China. Tesla Motors is obviously not acclimatized after entering into China, its policy measures in marketing and many other aspects are all in trouble now.
Recently, Elon Musk, CEO of Tesla Motors publicly said at a news conference that his company has a low sales in world’s largest auto trading market— China. Although no transparent and detailed business data was published, he expressed his disappointment with the fact that electric cars sales was far below the expected target, “China is the only market that has inventory accumula- tion and unsalable trend.” Meanwhile,‘angry’ Musk blamed on speculators and ticket scalpers for creating an illusion of extremely high demand in the market.（When speculators cancel the order, inventory increased correspondingly.）
It is reported that Tesla Motors sold 2500 vehicles last year, and unsalable vehicles were over 2000. Moreover, its company in China was reported by media that it is under a large scale of downsizing, some media said the proportion is even as high as 30%. According to Reuters, in March, Tesla only sold about 120 Model S in China, which is far below its target. And Musk once expected sales in China will be equal to that in America as early as 2015.
Within one year, Tesla Greater China changed three top managers, which reflected Musk’s helplessness and anxiety in the expanding of Chinese market. Nevertheless Tesla’s problem in China is not easy to be solved by simply changing top managers.
Meanwhile, according to data of China Imported Car Trade Co., LTD, in 2014, Tesla’s customs import volume was 4800, but real quantity was 2499, which was far below the company’s target of 10000. This is a dull thud for Tesla who insists ‘zero inventory’. For a while, the development of Tesla in China seems to be at a ‘dead end’.
The Reason for Tesla’s Failure
Firstly, Tesla’s expectation is too high for Chinese market.
Its predicament in China obviously is out of Musk’s expectation. Because of halo effect, Tesla has been popular all the way since it entered into Chinese market last year. Last April, Musk went to China to deliver cars to China’s first buyers, he also felt Chinese passion for the cars, and his expectation for this market became higher and higher. In the following month, Tesla’s sales target for Chinese market was increased from 3000 to 10000 vehicles； Tesla’s staff number in China also was largely expanded in the second half of 2014, increased from less than 20 to over 600.
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