Sales Pressure Mounts at Tesla China: Employees Working Up to 13 Hours a Day

Tesla is facing increasing competition in China, a critical market for its growth, as domestic manufacturers like BYD, Xiaomi, and NIO enhance their electric vehicle (EV) offerings.

This evolving landscape poses significant challenges, impacting Tesla’s sales and revenue, leading the company to impose rigorous demands on its sales personnel.

Reports indicate that Tesla’s sales staff in China are now working up to 13 hours a day, often abandoning their weekend breaks in a bid to meet heightened sales targets.

High Turnover Rates Hit Tesla’s Sales Staff as Brand Status Diminishes

The company has established stringent goals, expecting each salesperson to sell one car daily. In reality, many are struggling to sell three or four cars a week, forcing them to invest significant effort in customer follow-ups and persuasion tactics.

Chinese automakers have made significant strides across all price segments, challenging Tesla’s traditional foothold, particularly in the premium sector. Xiaomi’s SU7 has reportedly surpassed Tesla’s Model 3 in sales, and forthcoming competitors are expected to target the Model Y directly.

Tesla’s attempts to remain competitive through subsidized financing for its lower-margin vehicles have yielded minimal success, with the company failing to turn a profit in China since last year.

The market’s perception of Tesla is also shifting; the brand no longer retains the premium status it once had among consumers. Compounding these challenges, the ongoing U.S.-China trade tensions under the Trump administration may influence consumer reluctance toward American brands, potentially accelerating Tesla’s market struggles.

Internally, the pressure on sales employees has led to high turnover rates in some locations, with reports of complete staff turnover in just a month and a half. As Tesla navigates an increasingly competitive environment, it faces the dual challenge of meeting ambitious sales targets while struggling to maintain its brand allure in a quickly evolving marketplace.