Nearly half of Tesla's fleet in China will be repaired after serious faults in its electric steering system and rearview cameras. Model 3, Model Y, Model S and Model X are among the 1,2 million vehicles involved in the brand's largest recall in the country.
When it comes to electric vehicles, Tesla is a name that dominates conversations, but not always for the best reasons. With a recall of 1,2 million vehicles, the Californian automaker is facing one of the biggest challenges ever in the Chinese market. This staggering number is equivalent to almost half of Tesla's fleet in the country! But what exactly is at stake? Is the brand losing its shine in the world's largest electric vehicle market?
The impact of the recall: over 1,2 million vehicles affected
The recall is not just about gigantic numbers; It's about safety. According to the State Administration for Market Regulation (SAMR), the affected models have problems ranging from failures in the electric steering system to defects in the rear-view cameras. Driving with the steering locked or not being able to see what's behind the car? These are real risks for drivers and passengers.
Among the more than 1 million cars, the popular Model 3 and Model Y are responsible for 871 thousand units with steering assistance problems. The luxurious Model S and Model X total 335 thousand vehicles with faulty rear cameras. The good news? Tesla opted for a modern solution: the fix will be done remotely, via over-the-air update.
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An Emerging Pattern? Tesla’s Recall History
According to the website Exame, this is not the first scandal of its kind. In 2024, Tesla had already issued a recall of 240 vehicles in the United States. The previous year, a defect in the hood required adjustments in 1,85 million cars globally, also affecting China. It seems that recalls are becoming part of Tesla's “DNA”, right?
Each recall is a blow to consumer confidence. After all, who wants to buy a high-priced car and have to deal with recurring problems? These incidents raise questions about the quality of Tesla’s products and its ability to meet growing global demand.
Challenges in the Chinese market
China, which was once a paradise For Tesla, it is now a battleground. Not only did local rival BYD surpass Tesla in global sales in 2023, it also dominated the Chinese market. Chinese consumers have more choices than ever before, and many of them are more affordable.
In 2020, Tesla held 16% of the Chinese electric vehicle market. Today, that number has fallen to 10,6%. This decline reflects not only competition, but also growing dissatisfaction with recalls and a perceived lack of continued innovation on Tesla’s part.
Uncertain Future: How Can Tesla Stay Competitive in China?
For Tesla, it is time to review its strategy. Investing in after-sales services, ensuring the quality of new releases and, most importantly, avoiding new recalls are crucial steps. Campaigns that reinforce the security and reliability of the brand can help win back hearts (and wallets) in China.
Tesla has always been known for innovation, but is it losing that essence? New features, unique designs and customized solutions for the Chinese market could be the key to resuming growth.