Tesla posted record China sales in 2024. But this year is going to be tough as competition heats up
Tesla models Y and 3 are displayed at a Tesla dealership in Corte Madera, California, on Dec. 20, 2024.
Justin Sullivan | Getty Images
Electric vehicle-maker Tesla’s sales in China climbed to a record high last year. Sustaining that performance in 2025 could prove tricky as competition with homegrown players intensifies, analysts said.
The U.S. electric vehicle maker saw annual sales in China jump 8.8% to a record high of more than 657,000 cars in 2024. In December alone, its sales rose 12.8% from the previous month to 83,000 units, according to Tesla China.
However, Tesla has been losing market share to Chinese new-energy-vehicle players, down from 7.8% in 2023 to 6% in the January to November period last year, according to Bill Russo, founder and CEO of Automobility, who believes Tesla is “struggling to keep pace [with domestic rivals] and has a limited and aging product portfolio.”
Brand resiliency and price cuts have supported Tesla’s sales so far, said Tu Le, founder and managing director of Sino Auto Insights, but he was less certain that Tesla could keep up its momentum in 2025, given the lack of new products and increased local competition, especially from Chinese companies.
Aggressive price war
Tesla slashed the price for its best-selling Model Y in China by 10,000 yuan ($1,364.5) in late December and extended a zero-interest five-year loan plan for car buyers until the end of January.
Its best-selling Model Y now starts at 239,900 yuan after the discount, while the Model 3 sedan starts at 231,900 yuan — Tesla had cut its prices by 14,000 yuan in April — according to its website.
Still that marked a significant premium over a swath of cheaper models offered by Chinese domestic carmakers. BYD, which dominated the market with around 34% market share, prices one of its best-selling models Seagull at 136,800 yuan, and the more affordable Yuan Plus model, starting at 96,800 yuan.
TOPSHOT – People look at a BYD Seagull car by Chinese electric vehicle (EV) manufacturer BYD Auto at the Bangkok International Motor Show in Nonthaburi on March 27, 2024. (Photo by Lillian SUWANRUMPHA / AFP) (Photo by LILLIAN SUWANRUMPHA/AFP via Getty Images)
Lillian Suwanrumpha | Afp | Getty Images
As the price war extends into the new year, Li Auto introduced cash subsidies of 15,000 yuan per purchase along with a three-year zero-interest financing scheme, according to a post last Thursday on its social media Weibo account. Nio also extended a similar three-year zero-interest loan plan for its EV buyers.
The purchasing incentives came on top of Chinese authorities’ push to extend the consumer goods trade-in program, which subsidizes consumers to trade in old cars or appliances and buy new ones at a discount.
The government-subsidized trade-in program could further lower prices for both Model 3 and Model Y by up to 50,000 yuan, Tesla China said.
“Tesla has to discount aggressively to keep pace with the ongoing price war in the market,” Russo noted.
Despite dwindling market share, Tesla is unlikely to lose its ground completely in China, according to Joe McCabe, CEO and president of AutoForecast Solutions, who compared Tesla as “the Apple of cars” — an “early adopter” in the EV space with “phenomenal” technology.
“I don’t think Tesla is at risk of not surviving,” McCabe added, “all [Elon Musk] has to do is drop the price by 5%, because he can, and that will help for little blips.”
Head-to-head race
In addition to lowering prices, Chinese electric carmakers have rolled out a slew of new models, many with fancy in-car features, such as projectors, embedded refrigerators and driver-assist systems.
Meanwhile Tesla has been slow in adopting any of these features, with its product portfolio focused solely on fully electric vehicles, while its homegrown rivals have steered into plug-in hybrid cars and extended-range EV categories.
These more traditional models appeal to buyers who are “still worried about the leap to fully electric [cars],” Sam Fiorani, vice president of AutoForecast Solutions said. “Tesla has no plans for anything other than fully electric vehicles.”
The automaker’s plans of launching its full self-driving supervised system still hinges on regulatory permission in China, while several local competitors have made the advanced driver-assistance systems a basic part of their offering, including BYD.
Musk had warned in January that Chinese automakers could “demolish most other car companies in the world” unless regulators intervene with trade barriers, as the Warren Buffet-backed BYD overtook Tesla as the world’s top-selling EV company in the last quarter of 2023.
The U.S. imposed a 100% duty on Chinese EVs last September to protect its homegrown industries from the pricing pressure posed by heavily-subsidized peers from China. The European Union has also moved to impose tariffs as high as 45.3% on Chinese EV cars imported late last year, while Tesla enjoyed a lower tariff rate of 7.8%.
The trade barriers would force Chinese automakers to find buyers at home and in the “smaller, friendlier” foreign markets, adding pressure on Tesla’s sales in China and elsewhere, Fiorani added.
Tesla’s sales of China-made EV cars including exports to foreign markets fell modestly by 0.4% from a year ago to 93,766 units in December, according to CNBC’s calculation of China Passenger Car Association data.
BYD, which is subject to 17% tariff duties for car exports to European Union, still led the rank with 509,440 cars sold in December, a near 50% year-on-year jump.
—CNBC’s Evelyn Cheng and Sonia Heng contributed to this report.
Environment
ZEEKR to deliver multiple EVs in 2025 with NVIDIA Thor tech, including a US model for Waymo
Chinese EV Automaker ZEEKR is marking its third consecutive presence on the display floors of CES. During this year’s event, ZEEKR began teasing at least three new models scheduled to launch in 2025, some of which will feature an NVIDIA DRIVE Thor-based smart driver domain controller. In addition to those codenamed models, ZEEKR is also planning to launch another NVIDIA DRIVE Thor-equipped EV called “RT” in the US to be used by robotaxi developer Waymo.
ZEEKR wasted no time touting its latest EV and autonomous driving technology at CES 2025, which kicked off in Las Vegas earlier this week. As noted above, 2025 marks ZEEKR’s third consecutive participation in the annual tech event, which is notable considering the company was founded less than four years ago.
During last year’s event, ZEEKR showcased its 007, which had just launched in China days before. It offers a 540-mile range and a starting price below $30,000. At CES 2023, ZEEKR made its public debut in the US, showcasing its flagship 001 shooting brake and a purpose-built EV designed for robotaxi network Waymo, which we saw up close later that fall.
The Waymo BEV has become known as the ZEEKR RT, which is mentioned alongside several exciting announcements that the Chinese automaker teased last month.
ZEEKR shares plans for new models, plus Waymo BEVs
ZEEKR kicked off CES 2025 today with news of a new domain controller built using NVIDIA’s DRIVE Thor next-generation centralized computer. NVIDIA unveiled DRIVE Thor in the fall of 2022, announcing ZEEKR as its first customer and initial production of vehicles featuring the technology planned for early 2025.
As such, ZEEKR is hailing itself as the first OEM to integrate NVIDIA’s next-gen system-on-chip (SoC) into a domain controller to handle a wide range of smart driving, autonomous scenarios, and parking functions. Per NVIDIA during the DRIVE Thor debut, the computer “achieves up to 2,000 teraflops of performance, unifies intelligent functions — including automated and assisted driving, parking, driver and occupant monitoring, digital instrument cluster, in-vehicle infotainment (IVI) and rear-seat entertainment — into a single architecture for greater efficiency and lower overall system cost.”
As NVIDIA’s first DRIVE Thor customer, ZEEKR said its domain controller will soon be mass-produced and integrated into a new large SUV model to be launched this year. That SUV will be one of three new BEVs ZEEKR plans to launch in 2025. According to ZEEKR CEO Andy An, those vehicles have been internally codenamed “EX,” “DX,” and “CC.”
In addition to those passenger EVs in the works, ZEEKR shared that its RT van, based on the MIX and explicitly designed as a robotaxi for Waymo, is undergoing real-world testing and is expected to arrive as the world-first mass-produced purpose-built vehicle for autonomous rides.
ZEEKR RT deliveries to Waymo are expected later this year for further testing ahead of a future public robotaxi network launch. If that happens, ZEEKR could become the first Chinese EV brand to enter the US market, although it’s a bit of a loophole.
ZEEKR’s 009 MPV, MIX van, and 001 FR shooting brake are on display at CES at booth #5640 in the West Hall of the Las Vegas Convention Center. Go check them out.
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How about a new EV with your next Amazon order? As the first brand to sell vehicles on Amazon, Hyundai says, “You’re gonna need a bigger cart.” Hyundai is now selling cars directly on Amazon, including popular EVs like the IONIQ 5. Here’s how you can snag one.
How can you buy Hyundai EVs directly on Amazon?
Buying a new Hyundai is now as easy as adding it to your next Amazon order. However, you might need a bigger cart.
Amazon revealed plans to expand into vehicle sales in 2023, starting with Hyundai. After making it official at the 2023 LA Auto Show, Hyundai began selling vehicles on the platform just before the end of 2024.
Buying a new vehicle on Amazon Auto is as easy as buying a new laptop or outfit. You can browse through available Hyundai vehicles near you, secure financing, checkout, and schedule a pick-up time directly using Amazon’s trusted platform.
You can easily find the vehicle you’re looking for with the option to sort by model, trim, color, features, and more. After you find it, you can secure financing, sign the paperwork electronically, and complete the process in just a few clicks.
The best part is the haggle-free pricing. What you see at checkout is the price you will pay. Once finalized, you can pick the day and time to pick up your new ride at a local dealership.
If you have a trade-in, you can get an instant quote by answering a few questions and uploading images of the car. Then, you can apply the credit toward your new vehicle on Amazon Autos. When you go to pick up your new vehicle, the dealership will be ready for it.
Hyundai plans to expand the program by adding more dealers throughout the year and offering more leasing and financing options. On the Amazon Auto website, you can view Hyundai vehicles at participating dealers near you.
You can already find top-selling Hyundai EVs on Amazon Auto, including the updated 2025 IONIQ 5 and IONIQ 6. With new models, like the three-row IONIQ 9 rolling out, expect to see more EVs available soon.
The new IONIQ 5 starts at $42,500. With a bigger (84 kWh) battery, the updated model has a range of 318 miles, up from 303 miles in the outgoing IONIQ 5. It also has an NACS port, so it can be charged at Tesla Superchargers.
After kicking off production at its new EV plant in Georgia late last year, Hyundai’s electric vehicles now qualify for the $7,500 EV tax credit for the first time.
For those of you who don’t have access to the program yet, we’ve got you covered. With the new 2025 models rolling out, Hyundai is offering 2024 IONIQ 5 SUVs for next to nothing while they are still in stock. You can use our links below to find the best deals on Hyundai EV models in your area.
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