埃陇马斯克的行为正在赶走顾客
2024-04-02 05:20阅读：
埃隆·马斯克的行为正在赶走顾客
马斯克的声誉曾经帮助特斯拉成为一家蓬勃发展的汽车制造商，但现在可能会阻碍特斯拉的发展
作者：
塞巴斯蒂安·贝尔
- 特斯拉的公众形象与其煽动性的首席执行官埃隆·马斯克密切相关
- 一些争议使马斯克的形象变得复杂，尤其是在左倾消费者中
- 预计特斯拉将迎来有记录以来最令人失望的第一季度
新的研究显示，越来越少的人考虑将特斯拉作为他们的下一辆车，因为该公司首席执行官的分裂行为似乎正在赶走对电动汽车感兴趣的客户。
特斯拉预计将在 2024 年第一季度公布令人失望的销售业绩，尽管原因有很多，但首席执行官日益右翼的言论似乎正在疏远其
在政治上倾向于左倾的客户。
更多信息：由于销售缓慢打击股价，特斯拉面临
2022 年以来最糟糕的季度
市场情报公司 Calibre 首席执行官沙哈尔·西尔伯沙茨 (Shahar Silbershatz)
告诉路透社：“马斯克本人很可能是导致特斯拉声誉受损的原因之一。” 他说，83%
的受访美国人将马斯克与这家汽车制造商联系起来。
早期，这是一件好事，因为马斯克作为大胆颠覆者的声誉帮助
该公司成为了一个令人兴奋的挑战汽车行业的失败者。收购
Twitter 后，将其重新命名
为
X，宣传
反犹太主义帖子，允许仇恨言论在平台上和他的工厂内扩散，告诉广告商“滚蛋吧”，并支持有关移民和“觉醒”文化的右翼言论，他与品牌的密切联系可能已经成为一种负担。
到 2023 年，42% 的美国人对马斯克持负面看法，高于 2022 年的 34%。调查显示，2024
年，该公司在荷兰、法国、英国和澳大利亚的声誉恶化。
Calibre 数据显示，特斯拉的考虑度得分为 31%，不到该公司 2021
年开始跟踪消费者对该品牌兴趣时的一半（70%）。更糟糕的是，随着传统品牌（如
宝马、奥迪和梅赛德斯）进入
电动汽车市场的考虑增加，该公司的得分自
1 月份以来已经下降了 8 个百分点。
特斯拉将电动汽车需求削减归咎于高利率，这是一个有道理的论点。然而，这家汽车制造商似乎比其他制造商更能感受到危机。尽管第一季度销量预计将同比增长
3%，但考克斯预计美国电动汽车行业其他公司的销量将增长 15%
考克斯分析师斯蒂芬妮·瓦尔迪兹·斯特雷蒂（Stephanie Valdez
Streaty）上周表示：“电动汽车的放缓将成为特斯拉的放缓。” 不过，这可能并不意味着该公司的厄运。
特斯拉的客户仍然异常忠诚，许多人愿意忽视马斯克的行为，因为这家汽车制造商的车辆及其充电基础设施的性能。但其他公司则不然，随着越来越多的汽车制造商推出具有竞争力的电动汽车进入市场，这对特斯拉来说可能是一个大问题。
原文阅读
Elon Musk’s Behavior Is Driving Away
Customers
Musk's reputation once helped turn Tesla into a thriving automaker,
now it may be holding it back
by
Sebastien
Bell
- Tesla’s public image is closely associated with its
firebrand CEO, Elon Musk
- Several controversies have complicated Musk’s image,
especially among the left-leaning consumers
- Tesla is expected to have had one of its most
disappointing first quarters on record
Fewer and fewer people are considering a Tesla for their next
vehicle, as the actions of the company’s divisive CEO appear to be
pushing away customers interested in electric vehicles, new
research shows.
Tesla is expected to report disappointing sales results in the
first quarter of 2024, and while the reasons for that are many, the
CEO’s increasingly right-wing statements seem to be alienating its
customers, who tend
to lean left politically.
More:
Tesla Faces Worst Quarter Since 2022 As Slow Sales Hit
Stock Price
“It’s very likely that Musk himself is contributing to [Tesla’s]
reputational downfall,” Shahar Silbershatz, the CEO of market
intelligence firm Caliber, told
Reuters. He said that 83 percent of Americans surveyed connect
Musk with the automaker.
Early on, that was a good thing, as Musk’s reputation as a bold
disruptor helped establish
the company as an
exciting underdog taking on the automotive establishment. After
buying Twitter, rebranding it
to X, promoting
an antisemitic post, allowing hate speech to proliferate on the
platform and within his factories, telling advertisers to “go fuck
themselves,” and espousing right-wing talking points about
immigration and “woke” culture, his close association with the
brand may have become a liability.
42 percent of Americans had an unfavorable view of Musk in 2023, up
from 34 percent in 2022. In 2024, the company’s reputation has
worsened in the Netherlands, France, the UK, and Australia,
according to surveys.
Caliber data shows that Tesla’s consideration score is 31 percent,
less than half of what it was when the firm started tracking
consumer interest in the brand in 2021 (70 percent). Worse still,
the company’s score has lost 8 percentage points since January, as
consideration of traditional brands entering the market
with EVs
(such as
BMW,
Audi, and Mercedes) grew.
Tesla has blamed high-interest rates for cutting EV demand, which
is an argument with merit. However, the automaker appears to be
feeling the crunch more than others. While its Q1 sales are
expected to grow by 3 percent year-over-year, Cox projects that the
rest of the EV industry’s sales will grow by 15 percent in the
U.S.
“The EV slowdown is shaping up to be a Tesla slowdown,” Cox analyst
Stephanie Valdez Streaty said last week. That may not spell doom
for the company, though.
Tesla customers remain unusually loyal, and many are willing to
overlook Musk’s behavior because of the performance of the
automaker’s vehicles and its charging infrastructure. Others
aren’t, though, and as more and more automakers enter the market
with EVs that can compete, that may be a big problem for
Tesla.
