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August 4, 2025
財經

馬斯克挺川普後 特斯拉品牌忠誠度跌破五成

根據標普全球移動性(S&P Global Mobility)數據,自從首席執行官馬斯克(Elon Musk)去年支持川普總統以來,特斯拉在美國客戶忠誠度方面的優勢已經大幅下降。

特斯拉的忠誠度,即擁有特斯拉的家庭購買另一輛特斯拉的百分比,據調查在2024年6月達到峰值73%。然而,在馬斯克成立政府效率部門並隨後裁員數千名員工後,到2025年3月,這一數字「暴跌」至49.9%,略低於行業平均水平。

標普分析師湯姆·利比(Tom Libby)表示:「從未見過在如此短時間內出現如此迅速的下降。」

數據顯示,比率雖然在5月份略有回升至57.4%,但仍遠低於之前的高點。分析師認為,馬斯克日益增加的政治參與已經疏遠了環保意識強的特斯拉買家,特別是那些傾向民主黨的人。

此外,特斯拉老化的車型陣容和日益激烈的競爭也增加了壓力。其Cybertruck是自2020年以來唯一的新車型,但表現不佳,今年前五個月特斯拉在美國的銷售下降了8%。在歐洲,前六個月的銷售暴跌33%。

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