Tesla Doing Damage Control in Europe as Retail Price Cuts Hurt Leasing Companies

Tesla (NASDAQ:TSLA) is taking steps to mend strained relationships with European leasing companies following a series of retail price cuts that have negatively impacted fleet values.

According to Reuters, Elon Musk's Tesla is attempting to stabilize its market position by offering unofficial discounts and addressing longstanding service issues to restore confidence among buyers.

Tesla's retail price cuts were designed to counteract softening global demand for electric vehicles (EVs) and rising competition, particularly from Chinese automakers like BYD (OTC Pink:BYDDF,SZSE:002594). However, these reductions have led to financial losses for European leasing companies, which make up nearly half of the region's auto sales.

The news outlet notes that fleet customers are especially important in Europe, where companies often lease large amounts of company cars for employees. In fact, purchases from leasing and rental car companies made up 44 percent of Tesla's sales last year in the UK, as well as 15 EU countries. In Q1, its fleet sales in those areas fell by 2.3 percent.

Leasing firms calculate lease prices based on the anticipated resale value of vehicles. Sudden drops in retail prices have severely undercut these residual values, causing significant financial strain.

Richard Knubben, director general of Leaseurope, emphasized the severity of the situation, telling Reuters that there’s “nothing worse than continuously dropping the value of a fleet buyer’s assets.”

In an additional setback, Tesla began slashing Model Y production in Shanghai in March. Data from the China Association of Automobile Manufacturers shows that output of Model Ys in China stood at 49,498 units in March and 36,610 units in April, reflecting 17.7 percent and 33 percent decreases, respectively, compared to a year ago. The production reduction aims to address weakening demand in China, where a price war has erupted amid an economic slowdown.

Overall the company is grappling with an inventory surplus, having produced 46,561 more vehicles than it delivered in Q1. This overproduction has resulted in thousands of unsold cars being stored in parking lots.

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Securities Disclosure: I, Giann Liguid, hold no direct investment interest in any company mentioned in this article.