Tesla encounters crisis, individual market instability

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According to reports, Tesla's global sales are facing huge impacts in individual markets. Tesla's sales fell in a cliff-like decline as Denmark and Hong Kong canceled subsidies for electric vehicles or raised subsidies. In April this year, Tesla The new car registration rate in Hong Kong is 0, and the subsidy issue may become an important adjustment that plagues Tesla sales. Let's take a look at the related content with the car electronics editor.

Tesla encounters crisis, individual market instability

Tesla's sales in Hong Kong seem to be no longer hot, and it is now stagnating. According to the latest data from the Hong Kong Transportation Authority, in April this year, Hong Kong did not register any new Tesla vehicles. In fact, this is largely related to the Hong Kong government's policy. In March this year, the Hong Kong government announced that it would change the welfare of the owners of electric vehicles. The new policy has been implemented since April 1 and is expected to be implemented until March 2018.

According to the first-hand information of a certain media, under the new policy, the personal automobile purchase tax is only tax-free in the first 97,500 Hong Kong dollars (about 12,500 US dollars) per vehicle, and the rest will be taxed according to law. In other words, an ordinary Tesla Model S sedan has soared from less than $75,000 to about $120,000. Moreover, the benefits are limited to the owners of the first car purchase. Before the policy came into effect, Hong Kong had a total of 2,939 new Tesla vehicles registered in March, which is about five times that of February.

Analyst Charlie Anderson said that Tesla's cost is higher in China than in the US, taking into account factors such as freight and export taxes. In the absence of tax incentives, the price of a Tesla Model S in Hong Kong is now about HK$925,000 (approximately $118,400). Previously, after enjoying the tax reduction, the Model S of the same model price was about 570,000 Hong Kong dollars (about 72,900 US dollars), and the price difference was as high as 355,000 Hong Kong dollars.

Anderson said that he has already predicted a sharp decline in Tesla's sales, but from the current registration of new cars in Hong Kong, Tesla may find it difficult to enjoy market positive information in Hong Kong. Anderson said: "Because every country has new car registration data, I think Hong Kong's zero registration rate is an accident. I think there is a great inevitable link between tax incentives and a sharp drop in demand. This is demand. A typical case of resilience, if the price of the commodity becomes higher, people will certainly buy it less."

A spokesperson for Tesla said that the “sharp change” in the Hong Kong market is a short-term challenge for the company. The spokesman said: "Tesla welcomes government policies that support our mission and make it easier for more people to buy electric cars. However, our business can not only rely on government policies." The spokesman added that Hong Kong is still An important market for Tesla, and Tesla has new cars sold in Hong Kong every quarter.

In Denmark, Tesla is also facing a similar sales dilemma. According to data from the European Automobile Manufacturers Association, Tesla's sales in Denmark fell by 60.5% in the first quarter of this year compared to the same period last year. Previously, the export of traditional diesel locomotives to Denmark required a 180% import tariff, while electric vehicles were immune to this tariff. But in the fall of 2015, the government led by Danish Prime Minister Lars Lokke Rasmussen announced that it would phase out tax incentives for electric vehicles on the grounds of budgetary constraints and consideration of fair competition. . Although Denmark has begun to restore some subsidies, Denmark is still lagging behind other European markets.

In Denmark's neighbor, Sweden, Tesla's sales in the first quarter increased by nearly 80%. At the same time, Tesla has established a good relationship with local power company Skelleftea Kraft. This partnership allows Tesla to use 100% renewable energy in its supercharged stations throughout Sweden, and customers can charge them for free at home – a good thing for customers who need to pay high electricity bills.

However, when returning to the US domestic market, will Tesla face a sales dilemma due to lower subsidies? In the US, buyers are currently enjoying a federal tax credit of about $7,500, almost every Tesla model will Cut $7,500 from the price tag. Therefore, people may be more inclined to buy Model 3, which is more affordable. The car was officially off-line last week. Compared with the initial price of $35,000, buyers only need to spend $27,500, and some states will provide additional subsidies.

However, when Tesla sold the 200,000th electric car in the United States, the federal government’s tax incentives would disappear. According to analyst Michelle Krebs, Tesla has sold more than 100,000 cars and nearly 400,000 Model 3 reservations, so many buyers may not be able to enjoy it. This tax benefit to the federal government.

Cribbs said: "In the United States, we may face a similar situation, because we do not know when tax incentives will last. For Tesla, how to create user demand without tax subsidies It’s a huge challenge. Before, tax subsidies have helped a lot, but when subsidies disappear, what incentives do consumers have to continue to buy these cars? In California, electric car owners can use HOV shared lanes (High Occupancy Vehicle Lane), but this benefit may also disappear."

Earlier, analyst Tony Lim said that once Tesla sold more than 200,000 units, the next quarter will be the last quarter for consumers to enjoy a tax break of up to $7,500. After that, this benefit will slowly disappear in 15 months, new users may only be able to enjoy 50% tax relief, and then only 25% until not.

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