Chinese Tesla Employees No Longer Sleep!

Faced with declining sales and an increasingly tarnished brand image, Tesla’s Chinese sales teams are having a tough time.

Tesla salespeople, on the front line with consumers, are feeling increasing pressure. Several have confided in Chinese media Jiemian that they have given up their weekdays off, working seven days a week with daily hours from 9 a.m. to 10 p.m. — nearly 13 hours a day. “The days when orders came effortlessly are over,” said a salesperson who has decided to leave the company.

In China, the world’s largest market and the most advanced in electric vehicles, Tesla’s image has evolved from an innovative pioneer to a conservative player. According to data from the China Passenger Car Association, Tesla’s wholesale sales in China dropped 21.8% in the first quarter of 2025 compared to the previous year, while retail sales remained nearly stable. Meanwhile, its main Chinese competitor, BYD, achieved an 18.8% growth.

Sales teams under pressure

In Beijing, targets require selling at least one car per day, or about 30 per month. However, many struggle to reach even 3 to 4 sales per week, despite constant follow-up with potential customers and intensive promotional efforts.

This intense workload leads to a record turnover rate. In one Beijing store, the sales team is replaced approximately every one and a half months, compared to three months before. New recruits must learn the product features in three days, with daily evaluations. By the fourth day, they are expected to close sales, or face termination. “This system only retains those who can succeed quickly,” explains an insider.

Analysts attribute Tesla’s difficulties to a limited and aging product range, facing rapid innovation from Chinese manufacturers like BYD. The launch of a refreshed version of the Model Y this year provided a temporary boost but was insufficient to restore its dominant position. Tesla has also implemented promotional measures such as zero-interest financing over three years to stimulate demand. However, a fatal accident in April heightened customer safety concerns.

Tesla was supposed to respond strategically with a new model, a lower-priced version of the Model Y, scheduled for the second half of the year, but it appears to be at a standstill. With 134,600 units sold retail in China in Q1 2025, accounting for nearly 40% of its global sales, China remains crucial to Tesla’s overall strategy, especially as the company faces challenges in other markets, such as a 62.2% decline in Germany.

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