【獲利跳票】特斯拉宣布裁員、關店 摔69 - 汽車
By Bennie
at 2019-03-01T22:12
at 2019-03-01T22:12
Table of Contents
原文連結:
【獲利跳票】特斯拉宣布裁員、關店 摔695億市值
https://tw.finance.appledaily.com/realtime/20190301/1525684/
原文內容:
特斯拉執行長馬斯克(Elon Musk)正在兌現一項重大承諾--在網路上推出3.5萬美元(約
107.71萬元台幣)版Model 3,但他同時發出警告稱,特斯拉本季可能無法實現獲利,對
照他此前曾多次預測公司將從此開始賺錢,無異於自打嘴巴。
馬斯克周四告訴記者,特斯拉第2季才有可能賺錢,因為把電動汽車交付至中國和歐洲市
場面臨挑戰。該公司同時也宣布了市場等待已久、售價較低的Model 3,並表示能承擔得
起較低的售價是因為公司將關閉全球許多商店以削減成本。
特斯拉周五盤前股價下跌4.9%報304.07美元。不過股價還是高於周二,當天馬斯克推文說
有消息將公布,激勵股價連漲2天。
特斯拉表示,改成純線上銷售將涉及進一步裁員,但將助特斯拉把所有車型的均價下調6%
左右,並幫助馬斯克首次交付3.5萬美元版的Model 3;特斯拉約3年前就開始接收該車型
訂單。
研究機構顧能(Gartner)汽車業顧問羅姆錫(Mike Ramsey)說:「特斯拉開創直接面向
消費者銷售的先河,其商店一直以來更像是廣告門戶,而非實際交易門戶,關店本身算不
上多瘋狂,特斯拉真正問題在於他們的服務能力。」
特斯拉將在接下來幾個月裡關掉許多門店,不過馬斯克未說明具體數量。在旗下約130間
店中,一些位於高人流量地區的門店將予以保留,作為陳列室、展廳和特斯拉訊息中心。
馬斯克說:「為了節約出需要的金額,我們別無他法。」
馬斯克重申,今年特斯拉的首要任務是改善服務,將在全球增加人手來解決這個新客戶目
前最關心的問題。他表示撤店將對提高交付量「極有幫助」。他說:「在美國許多地方,
由於特許經營法,我們無法有效地進行銷售,現在,誰都可以立即在美國任何地方上網購
買特斯拉汽車,這會大大提高我們銷售能力。」
稍後馬斯克也在發給員工的電郵中表示,特斯拉未來幾周將評估銷售和行銷部門的所有領
域。隨著公司關閉許多門店,所有銷售都轉到線上,有些工作職位將被裁,其他員工將轉
到公司不同部門。他指出,去年所有Model 3訂單中,網路上訂購佔了78%,有82%的客戶
在沒有試駕Model 3的情況下直接購買。
特斯拉股價在周四盤後交易中一度跌4.1%至306.80美元,跌掉22.59億美元(約695.18億
元台幣)市值;在消息出來之前,特斯拉已連2天上漲。
特斯拉終於推出3.5萬美元的MODEL 3,但《紐約時報》指出,這背後付出了很大代價。除
第1季將虧損以外,而且要裁員並全面改成網路銷售。股東為此表達擔憂,導致特斯拉盤
前股價下挫。彭博專欄作家丹寧(Liam Denning)也形容:「投資人不買帳,原因出在特
斯拉達成平價承諾的背後,隱藏著豪賭的味道。」
針對特斯拉前景,許多車界人士仍抱持悲觀。去年8月美國汽車供應商調查指出,22位受
訪的企業高層,有8位擔心特斯拉會破產。此外,有18人相信特斯拉沒有貨到付款,造成
零件商的財務風險。
但馬斯克駁斥,沒有及時付款並非缺乏資金,而是要先確定零件合用。他強調特斯拉「絕
對不可能破產。」(于倩若/綜合外電報導)
更新:新增馬斯克寫給員工電郵內容、盤前股價
心得/說明:
跳樓大拍賣的電動車 叫主什麼時候要買呢?
*轉錄新聞/情報,必須附上原文及網址連結及心得或意見30字(不含標點符號)*
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