え、マジ!?トルコでテスラ爆売れしてる理由がヤバすぎた件
「テスラ」って聞くと、最先端の技術とスタイリッシュなデザインで、世界中の車好きを魅了してるイメージありますよね?
でも、実は今、トルコでテスラが予想外の売れ方をしてて、その背景には驚きの理由が隠されてるんです!
一体何が起こってるのか、深掘りしてみましょう!
1. 衝撃の事実!トルコでのテスラ販売台数が急増!
今年1月、トルコのテスラ販売台数はまさかのゼロ。
それが、なんと6月には7,200台以上を売り上げ、イギリスに迫る勢いを見せたんです!
イギリスの販売台数7,700台に肉薄するって、マジで凄くないですか?
しかも、テスラはトルコ国内にわずか4店舗しか展開してないんですよ!
オンライン販売がメインとはいえ、サポート体制を考えると驚異的な数字です。
2. なぜトルコでテスラが売れてるのか?その裏には〇〇があった!
アナリストのFelipe Munoz氏によると、トルコでのテスラ急成長の理由は、ある戦略的な変更にあったんです。
それは、トルコ市場向けに出力を抑えたModel Yを投入したこと!
通常220kWの出力を160kWに抑えることで、税制上の優遇措置を受けられるようにしたんです。
これが、販売台数を押し上げる大きな要因となりました。
3. 税金マジック!?驚きの価格差が生まれた!
トルコでは、自動車に対して特別消費税(SCT)という税金が課せられます。
この税率が、車の価格によって大きく変わるんです。
例えば、Model Yのデュアルモーター版は約45,000ドルですが、SCTが60%もかかるため、総額は約95,000ドルに跳ね上がります。
一方、シングルモーター版は約36,200ドルと安く、SCTも10%で済むため、総額は約40,000ドル安くなるんです!
つまり、約400万円もお得になるってこと!
これはデカい!
4. さらなる疑惑!?トルコは〇〇への経由地?
アナリストのMunoz氏は、さらに驚くべき可能性を指摘しています。
それは、トルコがテスラ車のロシアへの経由地になっているのではないか、という疑惑です。
ロシアはウクライナとの戦争の影響で、自動車の輸入が制限されています。
しかし、トルコはロシアと友好的な関係を維持しており、制裁の抜け穴として利用されている可能性があるんです。
もしこの疑惑が事実なら、テスラのトルコでの爆売れは、複雑な国際情勢と経済的なインセンティブが絡み合った結果と言えるかもしれません。
まとめ:テスラの戦略と国際情勢が絡み合った結果!?
トルコでのテスラ急成長の背景には、
- 税制を考慮した戦略的な車種展開
- 国際情勢による思わぬ需要
という2つの要素が考えられます。
テスラの戦略はもちろんのこと、国際情勢がビジネスに与える影響の大きさを改めて感じさせられますね。
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コメントで教えてくださいね!
Rifle through Turkey’s car sales report for January and in the column next to Tesla’s name, you’ll find a big, fat zero.
A lot has since changed. This June, Turkey nearly eclipsed the UK as the brand’s third-largest market in the world for the month.
Tesla sold over 7,200 vehicles in the Eurasian country, within striking distance of the UK’s 7,700—even though the latter set a high bar with its best performance this year.
It came at a clutch moment, too, helping mitigate the otherwise steep second-quarter volume decline and delivering a positive surprise for investors.
More remarkable is the fact that Tesla barely has a footprint in the country, operating only four stores in three locations—Istanbul, Ankara and Izmir—compared to 33 in the UK.
While Tesla has made purchasing cars online almost as easy as ordering from Amazon, customers still need to take delivery and return their vehicles whenever they need them repaired, so the size of its network plays a role in convenience.
“Those numbers are weird. Already southern Europe is struggling with electrification and EV adoption,” JATO Dynamics automotive analyst Felipe Munoz tells Fortune. “So you can imagine what the situation in Turkey is, especially with regard to charging infrastructure.”
One key reason for the sudden success has been a small and easy change made to its best-selling Model Y, but one that is crucial nonetheless: the launch of a version in April specifically tailored for the local market that offers not more power but less. Nearly three-quarters of its sales volume so far this year came in the past two months.
Price difference of ,000 after tax
Tesla has been swamped by demand ever since it deliberately throttled its Model Y to include a single motor capable of generating only 160 kW of power, instead of the usual 220 kW found elsewhere.
Together with its price below 1.45 million lira ($36,200), it qualifies for Turkey’s lower Special Consumption Tax (SCT), which is levied on top of the value-added tax for certain goods, including luxury items, tobacco, alcohol, fuel, and motor vehicles.
The Tesla Model Y Long Range All-Wheel-Drive with dual motors costs 1.8 million Turkish lira, or roughly $45,000 to purchase, but buyers need to cough up an additional 1.1 million for the 60% SCT.
By comparison, the new single-motor version, which costs 1.4 million lira, only comes with a 10% SCT surcharge that adds just 141,000 lira.
So even though the two models are only about 391,000 lira apart in price, this balloons to 1.6 million, or $40,000, after tax.
Potential stopover point before heading to Russia
Turkey seems like an unlikely candidate for Tesla to drive growth.
Its GDP per capita is not even a third that of the U.K.’s, and household disposable income averaged out to just 374,899 lira, or $9,372, last year. But the company currently needs every help it can get after reporting its second straight quarter of double-digit annual sales declines.
That goes double for Europe, where Tesla has its biggest problems by far.
Here in the largest EV market on the continent, Germany is effectively closing its doors to Tesla despite Elon Musk choosing the Berlin region for his first European factory.
Yet instead of servicing the 35% increase in industry EV sales during the first half, Musk’s politics have caused the brand’s sales to crash 58% over the past six months. Fewer than 8,900 Teslas have been sold in Germany during the first half, versus 12,300 in Turkey.
Munoz suspects another possibility. Turkey could be serving as a stopover before some of the vehicles are shipped to Russia, where nearly 1.3 million new cars are expected to be sold across the vast territory.
Turkish president Recep Tayyip Erdoğan has remained a neutral broker in the war with Ukraine.
Grey imports
“Turkey doesn’t have issues with Russia, they still have diplomatic relations, there is still trade and there are flights,” Munoz explained in an interview.
Tesla wouldn’t be the only carmaker in Europe that looks the other way when their cars make their way through third countries into Vladimir Putin’s Russia.
“This is a truth that no one wants to talk about, but is happening,” Munoz added.
With the country shifting the bulk of its economy onto a wartime footing, demand for replacement vehicles can no longer be met locally. Russia has been forced to import nine out of every ten new cars sold during the first half of this year.
Only about a third arrive via official channels, mainly out of China from brands like Chery and Great Wall Motor’s Haval.
The rest—some 56%—are brought into the country through so-called parallel imports.
Typically these are found in many parts of the world where they exist in a legal gray area, entering without the consent of the manufacturer.
But they can cross the line into illegality when they are used to skirt economic sanctions.
With Tesla’s German sales no longer able to help sustain its Berlin plant, the company may be funnelling a large quantity of its production to a Turkish market not statistically wealthy enough to afford such large quantities of EVs.
“I would not be surprised if they are coming from Berlin and then they are being resold where the West cannot sell cars,” Munoz continued. “Sanctions may be hurting the middle class majority, but upper-class Russian buyers are still buying luxury cars—you can see it on the streets of Moscow.”
Tesla did not respond to a request from Fortune for comment.
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