Tesla shares sank by around 12% on Thursday after it cautioned its sales growth would be weaker this year than in 2023.
Tesla shares sank by around 12% on Thursday after it cautioned its sales growth would be weaker this year than in 2023.

Tesla faces stock plunge and earnings shortfall 


Tesla shares sank by around 12% on Thursday after it cautioned its sales growth would be weaker this year than in 2023.


Tesla, led by Elon Musk, experienced an abrupt downturn as its stock market value plummeted by approximately $80 billion (£63 billion). 

The electric carmaker’s annual earnings, announced recently, fell below Wall Street expectations, prompting concerns about its future growth. 

Despite implementing price cuts to stay competitive in global markets and grappling with increased production costs for the Cybertruck, Tesla anticipates a potential slowdown in sales growth in 2024. 

The company’s challenges reflect broader issues in the electric vehicle market, including intensified competition and global economic uncertainties.

Factors Contributing to Stock Decline

Tesla cited several factors contributing to its stock decline and subdued earnings. 

Price reductions in key markets, including Europe and China, were implemented to counter competition from Chinese rivals like BYD and traditional automakers. 

Additionally, persistent high borrowing costs, influenced by global central banks’ efforts to control inflation, have affected demand. 

The company acknowledged that the combination of price cuts and elevated research and development spending has impacted its profit margin.

Tesla’s Growth Waves and Future Plans

Elon Musk informed investors that Tesla is currently “between two major growth waves” but is preparing to initiate production of a new lower-cost vehicle in the second half of the coming year. 

The announcement signals the company’s commitment to adapting its strategy amid evolving market dynamics and increased competition.

Competition and Warning on Chinese Competitors

Elon Musk issued a cautionary message to investors, expressing concern about Chinese competitors dominating the global automotive market. 

He emphasized the potential for Chinese electric vehicle manufacturers to surpass others worldwide, calling for trade barriers to address this competitive threat. 

The warning came after BYD surpassed Tesla as the leading electric carmaker in the final quarter of 2023.

Global Economic Challenges and Electric Vehicle Demand

Tesla’s struggles and anticipation of a sales slowdown mirror broader challenges in the electric vehicle sector. 

Global economic uncertainties and weakened demand for electric vehicles are contributing factors. 

The company’s stock decline, coupled with Elon Musk’s call for trade barriers, underscores the complexity of navigating the highly competitive and evolving electric vehicle landscape.


As Tesla grapples with a significant stock market devaluation and earnings shortfall, the electric carmaker faces challenges in a rapidly changing global landscape. 

The industry’s competitive nature, coupled with economic uncertainties and evolving consumer preferences, underscores the need for strategic adaptation and innovation. 

Tesla’s future trajectory will depend on its ability to navigate these challenges and maintain its position in the dynamic electric vehicle market.

Joshua Skate

Joshua Skate is a prominent contributor at Insider Los Angeles, known for his vibrant storytelling and deep dive into the city's culture, trends, and hidden gems. His pieces bring to life the unique spirit and diversity of Los Angeles, making him a go-to source for all things LA.

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