Sales volume declines, marketing team cuts, Musk's Tesla is actually only missing Lu Weibing

Because he felt that "these ads lacked characteristics and were suitable for any type of car", Musk laid off the entire advertising and marketing team (Musk called it the "growth content team") during the Tesla layoffs. It was only a year after the formation of this team. This shows Musk's impatience and lack of patience.

Musk has long believed in "non-traditional marketing methods" to promote Tesla's sales, without advertising or marketing, relying entirely on products and his own personal charm. It was not until April last year, amid the increasingly tight sales, that Musk formed this marketing team of more than 40 people. Unexpectedly, in the Tesla series, this elite team did not survive the second episode.

Currently, Tesla's stock has fallen 40% from its high point. But compared to the stock price, which is easier to rebound, sales are Musk's current concern.

In the automotive industry, it is much more difficult to regain lost market share than to hype up stock prices, after all, cars have to be sold one by one to real users. In the first quarter of this year, Tesla delivered a total of 387,000 electric vehicles worldwide, down 8.53% year-on-year and 20.2% from the fourth quarter of last year.

The sluggish sales performance is not only unbearable for Musk, but also for Wall Street, which feels that Tesla needs a major surgery. Not long ago, it was revealed that the capital market used BYD's sales to hit Musk, and he encountered a more fierce response. The implication is that it is difficult for everyone to sell cars now, not only Tesla, but also other brands. Give me some time, there is no need to keep your eyes on me.

However, debates aside, leaving aside Tesla's own problems, it is time for Musk to lower his profile, look at the world, look at China, and look at the competitors he once looked down upon.

Although Tesla still has an advantage in the three-electric system, whether it is Weixiaoli, Geely, Great Wall, Chery or the newly popular Xiaomi su7, the speed of their catch-up has exceeded the speed of Tesla's own evolution. In other words, given some time, just like what happened with mobile phones, Chinese brands can also compete with American brands or even surpass them. It is well known that Apple phones, which used to be snapped up in the Chinese market, are now on sale, and Cook also needs to take photos with Chinese male stars he doesn't even know in Shanghai to win favor.

Everything is changing, especially the ever-changing electric vehicle industry. Last year it was 400V, this year it is all 800V. L2 has long been standard, and L4 is being tested on the road.

When Tesla's product strength is no longer outstanding, it may be a matter of marketing volume. Take Xiaomi as an example. Before the release of SU7, there were endless voices of pessimism, but after Lei Jun himself made a series of marketing moves, the car was not enough to sell.

Seeing that Xiaomi SU7 is so popular, a trend has emerged: brand founders have stepped to the front to promote their own products. Some investors have even sold their Maybachs to boost sales of the cars they invested in, in conjunction with the launch of new products.

Tesla is now facing a big sales crisis in China, but simply reducing prices does not seem to be able to impress consumers. It is impossible for Musk to stay in China for a long time to interact with users, and Tesla China has never had someone who can represent the brand to stand up and support the stage. However, if Tesla wants to continue to speak out in the industry, it really needs someone in China who can interact with users at any time. Although Lei Jun is the god of marketing, he has his own industry and will definitely not come to Tesla. His favorite Lu Weibing is very suitable. Musk laid off the marketing team, but he really lacks a talent like Lu Weibing.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.