Tesla cuts prices in China as trade war bites
Carmaker’s move comes as market stalls and electric vehicle competition increases
November 22, 2018
Tesla has cut prices in China by as much as a quarter to absorb the impact of the US-China trade war on consumers in the world’s biggest car market.
The California-based electric carmaker said on Thursday it had reduced the prices of its Model S and Model X in China by 12 to 26 per cent respectively.
“We are absorbing a significant part of the tariff to help make our cars more affordable for customers in China,” Tesla said in a statement.
The company has flip-flopped on how to price its cars in China, amid the intensifying trade war and an increasingly competitive market.
China imposed
25 per cent tariffs on $34bn worth of US goods in July after Washington slapped levies on a similar amount of Chinese imports, one of a series of measures imposed by the two countries.
Tesla cut prices in May after Beijing announced lower import duties on foreign vehicles. But in July, the company announced it would reverse the decision, raising prices by about 20 per cent after the new tariffs took hold.
The same month, Elon Musk, Tesla’s chief executive, signed an agreement with officials in Shanghai to open the company’s
first factory in China to produce lithium-ion batteries as well as cars.
The latest price cut comes as Tesla contends with a
flatlining car market in China, with sales of foreign automakers such as General Motors falling as much as 15 per cent in the three months to September. Automotive sales in China are predicted to post an annual decline in 2018 for the first time since 1990, according to a Nomura forecast.
Some carmakers, such as GM and Chrysler,
issued warnings on the effects of the trade war.
But others have pointed to wider concerns about a broader Chinese economic slowdown.
Passing on the cost of tariffs to consumers would have put
Tesla at a disadvantage to other electric vehicle brands, some of which are state-backed, in an increasingly saturated Chinese market.
“[Tesla] is having to compete in a market where there is more . . . EV supply coming, sometimes at very aggressive price points,” said Bill Russo, founder of Automobility, a Shanghai-based advisory firm.
Patrick Yuan, an analyst at Jefferies, said future car ownership demand would come from lower-income consumers who are less likely to be able to afford a Tesla. “We believe the pent-up demand that supported strong car market growth in earlier years has largely been digested over the past decade,” he wrote in a note this week.