Tesla has reduced the price of the Model 3 RWD Long Range, a newly launched version of the popular Model 3, amid a sales slump.
As we reported last week, China has reached a tipping point of EV adoption: the majority of new car sales are electric.
Yet, Tesla, which was once the largest EV company in China, is not benefiting from the surge in EV sales in China.
As of last week, Tesla’s sales in China are down 6.3% year-to-date based on insurance registration data compared to 2024.
Electric vehicle competition is intensifying, and Tesla is struggling to keep up.
Over the last few weeks, Tesla has launched two new versions of the Model 3 and Model Y to help stem the decline in China.
For Model 3, Tesla launched a new Long Range RWD version in early August for 269,500 yuan.
Today, Tesla slashed the price by 10,000 yuan just weeks after the launch – indicating that demand was lower than anticipated.
Furthermore, Tesla is also offering a series of incentives on top of the price reduction:
- Participate in the referral bonus promotion and place an order before September 30th to receive an 8,000 yuan bonus on optional paint.
- Order select models (excluding the High-Performance All-Wheel Drive version) before September 30th to apply for a limited-time 5-year 0% interest financing plan. Order
- select models (excluding the High-Performance All-Wheel Drive version) and receive delivery before September 30th, along with partner insurance, to receive a limited-time subsidy of 8,000 yuan.
Competition in the EV sector is tough in China. New models are being launched every week, and prices are incredibly competitive.
Tesla is still performing well in the premium segment, but its most popular models are, by far, the cheaper Model 3 and Model Y in RWD versions. Meanwhile, Chinese EV automakers have launched numerous vehicles in these segments.
Electrek’s Take
Add this to the numerous red flags regarding Tesla’s declining sales worldwide.
For Tesla, Europe is almost a thing of the past. China is in a steady decline, while the US is expected to experience only slight growth.
The level of competition in China is simply too high, resulting in Tesla selling many vehicles in the market for virtually 0% gross margin.
This is not sustainable and will likely result in Tesla starting to lose money in 2026 without some major changes.
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