This is my more detailed long term take on the demand situation in China.
Any short term issue can be addressed by increasing exports and opening new markets, when thinking long term we need to factor in all long term factors.
Cutting straight to the punch line, in 5 years time Tesla might be the only significant foreign car maker selling significant volumes of overseas designed EVs in China. Most others may simply be a badge on a Chinese designed and built car, almost identical to a locally Chinese produced model, Honda has already gone down that route.
In the video below Elliott visits the town where is wife's parents live, where he used to see lots of BMWs and Audis, he now sees lots of Tesla's.
The same video mentions that a cheaper Tesla will sell very well in China.
The short term factors are:-
- Phasing out of hybrid subsidies - lot of hybrids still being sold.
- Past success,- many Teslas on the road in China,
- Chinese budgets, need for a cheaper car, state of the Chinese economy.
it is important to factor in that many foreign brands are rapidly losing market share in China:- BMW, Audi, VW, Toyota, Honda, etc. Compared to their problems, Tesla demand problems are a drop in the bucket.
The Chinese have some preference for a locally designed and built Chinese brand car, especially when the foreign car doesn't have better, specs, features and software.
BYD sells a lot of hybrids, the BYD pure EV production is growing rapidly but at some stage Chinese sales of hybrids are going to dwindle rapidly.
Tesla's EV margins are way better than BYDs
Short term all Tesla needs to do is match local supply to local demand and export the rest, then introduce cheaper models where possible.
Shanghai is view as an export hub, the right mix of exports and local sale sis what is needed. Asia pacific markets are closer to Chinese with less time need for logistics a RORO may only be able to complete 1 trip per quarter to Europe but may be able to do 2 trips to the Asia Pacific.
A foreign brand will always have some aura of luxury, especially when it has superior specs and software.
Market saturation tends to be self-correcting, economies improve, market sizes grow, cars become more affordable, due to increased incomes, and lower prices.