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Kemunduran Penjualan Tesla di China: Apa Penyebabnya?

  • Tesla, perusahaan kendaraan listrik asal Amerika terdepan, telah memiliki gigafactory di China sejak 2019, dengan kendaraan luarannya berupa Model 3 dan Model Y
  • Penjualan Tesla di China mengalami penurunan sebesar 12% di bulan September dibandingkan bulan sebelumnya, atau penurunan 10.9% dibandingkan periode tahun lalu.
  • Penyebab di antara penurunan penjualan tersebut yaitu adanya gangguan produksi akibat peningkatan pabrik, adanya kompetisi antar produsen kendaraan listrik di China, serta adanya penyelidikan anti-subsidi kendaraan listrik oleh Komisi Uni Eropa

Siapa sih yang tidak tau Tesla? Salah satu pelopor kendaraan listrik asal Amerika yang terus mengeluarkan produk bermutu tinggi. Kendaraan listriknya selalu diperbaharui dengan teknologi yang canggih dan mengakomodir kebutuhan konsumen. Tingkat penjualannya selalu teratas dibandingkan dengan produsen kendaraan listrik lainnya. 

Di China sendiri, terdapat gigafactory Tesla yang telah beroperasi sejak 2019 untuk memanfaatkan rantai pasokan baterai China yang terkemuka di dunia dan meningkatkan produksinya, serta menurunkan biaya unit baterai lithium-ion untuk memenuhi permintaan penyimpanan energi secara global seiring dengan transisi dunia ke penggunaan energi baru terbarukan. Saat ini, pabrik tersebut memproduksi Model 3 dan Model Y, dengan kemampuan membuat lebih dari 750.000 kendaraan listrik per tahunnya.

Sayangnya, meskipun mempunyai pabrik sendiri, penjualan Tesla di China sedang mengalami kemunduran. Dengan dilansir dari South China Morning Post, gigafactory Tesla di Shanghai menghasilkan penurunan kendaraan listrik sebesar 12% di bulan September. Dengan berdasarkan pada China Passenger Car Association (CPCA) atau Asosiasi Mobil Penumpang China, terdapat penurunan 10.9% penjualan Tesla Model 3 dan Model Y di bulan September jika dibandingkan periode yang sama tahun lalu. 

Yuk, simak penyebabnya!

1. Peningkatan Pabrik Tesla 

Kabarnya, pabrik Tesla di China memerlukan suatu peningkatan yang direncanakan untuk meluncurkan versi terbaru dari Tesla Model 3. Adanya perbaikan di pabrik tersebut membuat terjadinya gangguan pemberhentian produksi, yang secara langsung juga mempengaruhi penjualan Tesla. 

Tesla Model 3. Sumber: tesla.com / zonaebt.com
Tesla Model 3. Sumber: tesla.com

Pada bulan September, Tesla Model 3 dan Model Y yang dikeluarkan sebanyak 74.073 mobil, atau menurun 12% dari bulan Agustus, berdasarkan China Passenger Car Association. Sementara itu, terdapat lebih dari 30.000 mobil Model 3 dan Model Y yang diekspor dan sekitar 44.000 unit mobil yang terjual, menurun 32% dari bulan Agustus, berdasarkan laporan kantor berita Cailian. 

Meskipun terdapat penurunan, perusahaan Tesla tetap menargetkan sebanyak 1.8jt kendaraan listrik untuk tahun ini. 

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2. Kompetisi Tesla dengan Perusahaan Lokal

Di China, Tesla yang merupakan perusahaan otomotif asal Amerika ini tentunya akan bersaing dengan para perusahaan otomotif lokal asal China, dengan pesaing terbesarnya yaitu BYD. BYD bahkan telah dilabeli sebagai produsen kendaraan listrik nomor satu asal China, dengan produk yang terkenalnya bernama mobil listrik seri Dynasty dan Ocean. Tak hanya itu, BYD juga memproduksi berbagai kendaraan listrik, dari bus, truk, dan sepeda, juga membuat baterai kendaraan listrik. 

Berdasarkan laporan oleh CleanTechnica, Tesla Model Y dan Model 3, secara berurutan, merupakan kendaraan listrik terlaku nomor satu dan ketiga di dunia dari bulan Januari hingga Agustus 2023, sementara BYD Song (BEV + PHEV) berada di antaranya atau posisi kedua dan empat model BYD lainnya ikut masuk posisi sepuluh terbesar. 

Kendaraan listrik plugin terlaris di dunia. Sumber: cleantechnica.com / zonaebt.com
Kendaraan listrik plugin terlaris di dunia. Sumber: cleantechnica.com

Sementara Tesla mengalami kemunduran di bulan September, BYD dapat dikatakan berhasil menarik perhatian calon konsumen. Mobil listriknya mengalami peningkatan pengeluaran sebanyak 286.903 unit kendaraan listrik di bulan September lalu, atau sekitar 42% jika dibandingkan dengan periode yang sama pada tahun lalu. Hal tersebut memperlihatkan bahwa BYD menjadi pilihan utama bagi warga China yang akan membeli mobil listrik. 

Elon Musk, CEO Tesla, sendiri telah mengakui bahwa mobil luaran BYD sangatlah kompetitif akhir-akhir ini melalui cuitannya di X. 

Selain BYD, penjualan semua kendaraan listrik (termasuk hybrid EV) naik sekitar 4% di bulan September dibandingkan dengan bulan sebelumnya, dengan mencapai 830.000 unit terjual, menurut CPCA. 

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3. Penyelidikan Anti-Subsidi Terhadap Kendaraan Penumpang Listrik

Tesla, bersama dengan produsen otomotif kendaraan listrik asal China lainnya, juga tengah dihadapi oleh penyelidikan anti-subsidi terhadap kendaraan penumpang listrik China atas keputusan dari Komisi Uni Eropa usai melonjaknya impor kendaraan listrik asal China. 

China dan Eropa sebelumnya sudah sepakat untuk bertukar informasi mengenai pengendalian ekspor sebagai upaya meredakan ketegangan yang berkaitan dengan perdagangan dan geopolitik. 

Asosiasi Produsen Mobil China sendiri menentang adanya keputusan penyelidikan ini karena dianggap mengganggu rantai industri dan pasokan global. Selain itu juga dinilai memperlambat perkembangan industri kendaraan listrik di Eropa maupun dunia, yang secara tidak langsung juga menghalangi upaya dunia dalam transisi ke kendaraan listrik dan energi hijau. 

Tentunya, adanya penyelidikan ini menurunkan penjualan kendaraan listrik luaran Tesla di China secara global. 

Tesla Model Y. Sumber: tesla.com / zonaebt.com
Tesla Model Y. Sumber: tesla.com

Meskipun begitu, Tesla Model 3 yang sedang dirombak ini diperkirakan dapat melonjakkan angka penjualan Tesla di China pada kuarter keempat. Tesla Model 3 versi terbaru dapat menjangkau jarak 606 km dalam sekali pengisian daya, 9% lebih jauh dari sebelumnya, serta adanya peningkatan dalam suspensi dan penambahan layar untuk kursi penumpang belakang.

Model 3 terbaru dibanderol mulai dari 259.900 yuan (Rp 560jt) atau naik 12% dari sebelumnya. Model 3 tersebut telah dijual sejak bulan September dan akan dikirimkan di kuartal keempat, tetapi Tesla tidak mengungkapkan jumlah pembelian yang didapat.

#zonaebt #sebarterbarukan #ebtheroes

Editor: Nur Wasilatus Sholeha

Referensi:

[1] Elon Musk calls out Tesla’s biggest electric vehicle competition

[2] Penjualan Tesla di China Menurun, Ternyata Ini Penyebabnya

[3] Tesla’s Shanghai factory delivers fewer electric cars as upgrade ahead of new Model 3 launch disrupts production

[4] Uni Eropa Buka Penyelidikan Terhadap Tesla dan BMW di Tengah Meningkatnya Impor Mobil Listrik China

[5] World EV Sales Now Equal 18% of World Auto Sales

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