Why Tesla’s sales are falling despite cheaper EVs, big tech bets

Tesla is expected to report another drop in vehicle deliveries, as fading U.S. tax credits and rising global competition cut into demand, even after the company launched cheaper versions of its best-selling electric cars.

Analysts say fourth-quarter deliveries likely fell sharply from a year earlier. The decline would cap a difficult year for the world’s most valuable automaker, marking its second straight annual drop in deliveries.

The pressure highlights a growing challenge for Tesla. Electric vehicles still drive most of its revenue, even as investors focus on its ambitions in robotaxis, humanoid robots, and self-driving technology.

1. Q4 deliveries seen falling by double digits

Tesla is expected to deliver about 432,810 vehicles in the December quarter, according to analysts polled by Visible Alpha. That would be a 13% drop from the same period last year. Another consensus of 20 analysts, compiled by Tesla, points to an even steeper fall. That estimate puts deliveries at 422,850 vehicles, down 15% year-on-year.

If confirmed, it would reverse the brief rebound seen in the third quarter, when buyers rushed to lock in U.S. tax credits before they expired in September.

2. Full-year deliveries set for second straight decline

For the full year, Tesla’s deliveries are expected to total 1.65 million vehicles, according to Visible Alpha. That would mark a 7.8% decline from the previous year. It would also be Tesla’s second consecutive annual drop in deliveries, with this year’s fall expected to be deeper than the last.

The slide follows weak sales in the first half of the year. Those declines came amid backlash against Chief Executive Elon Musk over his political rhetoric.

3. Loss of tax credits hits demand

The end of key U.S. tax credits has weighed heavily on demand, analysts say.

Third-quarter sales got a short-term boost as buyers rushed to qualify before the incentives expired. But that pull-forward effect left fewer buyers in the final months of the year.

“The fall will be driven largely by sales in North America and Europe,” Deutsche Bank analyst Edison Yu said in a note.

4. Cheaper Tesla models arrive, but rivals loom

In October, Tesla launched stripped-down versions of the Model Y SUV and Model 3 sedan, branded as Standard models.

These versions are priced about $5,000 below earlier base models. Analysts see them as a move to defend market share, especially in Europe and Asia.

Still, competition is intensifying. Chinese electric vehicle makers are gaining ground overseas. U.S. rivals are also closing in. Affordable electric models from Chevrolet and Ford are expected to enter the market over the next two years, adding pressure on pricing and volumes.

5. Investors focus beyond car sales

Despite falling deliveries, Tesla’s stock has remained strong. Shares are up more than 14% this year, boosting Musk’s personal wealth.

Investor optimism rests largely on Tesla’s long-term bets. These include robotaxis, humanoid robots, and improvements in self-driving technology.

Yet vehicle sales still make up most of Tesla’s current revenue. That makes delivery numbers a key measure of near-term performance.

6. Musk signals sharper focus on Tesla in 2026

Musk has faced criticism for his involvement in U.S. government cost-cutting efforts under President Donald Trump’s administration. He has since indicated he plans to refocus on his businesses in 2026.

A recent court ruling also cleared the way for Musk to reclaim a Tesla pay package previously voided by a Delaware court. In November, shareholders approved a new compensation plan. It could be worth up to $878 billion over 10 years, tied to ambitious performance targets.

7. Big goals hinge on a sales rebound

One key target linked to Musk’s pay is delivering 20 million vehicles in total over time. Other milestones include expanding robotaxi services, selling humanoid robots, and boosting Tesla’s valuation.

Analysts expect sales to recover next year, helped by cheaper models and stabilizing demand. But the road ahead remains competitive. Tesla is expected to report its fourth-quarter and full-year production and delivery figures on Friday.

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