Политика Илона Маска влияет на продажи Tesla?

Tesla is facing a significant decline in global sales, marking the company’s first-ever drop of 1% last year. While there are indications that Elon Musk’s polarizing political stance may be influencing consumer loyalty, the data is mixed and complex. Competition from traditional automakers and new EV producers like BYD is further exacerbating the situation. As a result, Tesla’s market share, especially in key states, is under pressure. Consumer perceptions of Musk are also changing, with less inclination to purchase a Tesla among certain demographics.

Tesla’s sales are experiencing what many are calling an unprecedented decline. Competitors seem to be gaining momentum, leaving the future of Elon Musk’s company uncertain. In fact, for the first time ever, Tesla reported a 1% drop in global sales last year, a massive departure from the impressive growth rates of 38% and 40% in prior years. This situation becomes even more complex considering Tesla’s soaring share price, which depends heavily on anticipated growth.

In the short term, the situation appears grim as Tesla reported a steep drop of 16% in U.S. sales from December to January. This drop isn’t entirely unusual for the company, which often sees an end-of-year surge destined to meet financial targets. In January 2024 alone, sales plummeted 24% compared to December 2023 figures. However, it’s essential to note that factors beyond Musk’s polarizing politics might contribute to these fluctuations.

Industry expert Stephanie Valdez Streaty from Cox Automotive stated that it is still premature to attribute these sales figures directly to Musk’s political stance. “We can’t pinpoint that polarization is causing people to buy or avoid a Tesla,” she asserts. Musk’s recent involvement in reshaping the federal government, particularly sharing the stage with Trump, casts a long shadow, making it trickier to isolate one specific cause for Tesla’s challenges.

Compounding issues with Tesla’s sales are growing competitive threats and rising vehicle prices. One notable indicator of a potential shift in consumer interest comes from S&P Global Mobility’s state-level data, highlighting trends between “blue” and “red” states. In blue states, the percentage of households that previously bought Tesla and then purchased another fell from 72% in late 2023 to 65% in late 2024. Conversely, in red states, loyal buyers saw a slight uptick in repeat purchases from 47.6% to 48.2%.

This shift could translate to a roughly 1% loss in overall market share for Tesla within those influential blue states, which include major markets like California. There are signs that some customers simply are less inclined to buy Tesla vehicles due to Musk’s political activities. A recent Morning Consult poll revealed that nearly 32% of potential U.S. buyers would not consider purchasing a Tesla, up from 27% a year prior. This indicates a clear trend away from considering the brand.

Notably, customer interest in Tesla has dwindled, with only 16% of potential buyers likely to consider Tesla vehicles before making a purchase, a figure that has stubbornly remained unchanged for years. Polls reflect a growing disapproval of Musk’s active role in the political sphere, especially after more than half of respondents expressed negative opinions on his prominence alongside Trump. In December 2022, a Quinnipiac poll indicated a near split in public perception of Musk versus a gradually diminishing positive view.

An increase in used Tesla vehicles hitting the market could indicate dissatisfaction among owners. There is a noticeable uptick in used Teslas being listed for sale lately, with an average of about 11,300 reported on Cox’s AutoTrader, a 28% increase from previous years.

However, this influx of used cars may also relate to simple market cycle trends as more people trade their cars after a few years of ownership, a natural progression post-pandemic. Competition is also a considerable factor, with major manufacturers like Ford, GM, and Volkswagen unveiling new electric vehicles, often priced lower than Tesla’s offerings. Tesla has made relatively modest updates to its key models, and while the newcomer Cybertruck has generated buzz, its sales have not met some expectations.

The rise of competitors, particularly Chinese company BYD, which has recently eclipsed Tesla in global EV sales, further complicates the landscape. In January, Tesla sales in Germany saw a staggering 59% decline from the previous year. Musk’s connections with the far-right AfD party in Germany may also play a role here.

Of course, car buyers tend to prioritize price, options, and perceived value over corporate politics. Ivan Drury from Edmunds affirms that many consumers disregard political affiliations when purchasing vehicles, focusing more heavily on cost. He notes that “a huge swath of the population doesn’t care about politics or it’s not top of mind. People often set aside political feelings while making important purchases like cars and hone in on price.

Original Source: www.cnn.com