Tesla Stock Continues to Slide, Lincoln Cuts Dealer Network, and Fisker Explores New Dealerships
ICARO Media Group
In recent developments, Tesla's stock faced a continued decline, Lincoln revealed plans to reduce its dealer network, and Fisker expressed interest in expanding its dealership presence. These updates highlight the challenges and changes taking place in the automotive industry.
Tesla, known for its innovative electric vehicles, experienced an eight percent drop in its share price following a warning by CEO Elon Musk about a slow growth year during an earnings call. The Wall Street Journal explains that Tesla is grappling with a common challenge faced by traditional car companies - the model cycle. The company acknowledged that the initial boost provided by the successful Model 3 and Model Y has plateaued, and the next phase of growth will be driven by the global expansion of the next-generation vehicle platform. As a result, Tesla's stock saw a fall of over 12 percent, although there was a slight recovery with a one-percent jump the following morning.
Meanwhile, the UK is still navigating the complexities of international trade following Brexit. Britain's decision to suspend talks with Canada regarding a free trade deal raises concerns about potential tariffs on British-made cars sold in Canada. The UK car industry warns that the existing trade deal allows UK carmakers to export vehicles containing EU-manufactured parts to Canada tariff-free until April. However, the suspension of negotiations with Canada jeopardizes this arrangement. As part of its post-Brexit strategy, Britain is actively seeking bilateral trade deals globally, including ongoing negotiations with India.
In a surprising move, Lincoln Motor Co., a luxury brand under Ford, revealed its decision to shed 100 dealerships in 2023 and plans to cut 100 more in 2024. The objective behind this significant reduction is to establish a smaller but more profitable retail network. By the end of this year, Lincoln anticipates having approximately 400 stores, a 40 percent decrease compared to 2021. This move reflects the brand's aim to optimize its dealer network size, considering its position between low-volume luxury brands and higher-volume mainstream brands like Ford.
On the other hand, Fisker Inc., an electric vehicle manufacturer, is exploring a different strategy by venturing into the dealership game. Fisker, which has predominantly relied on direct sales, is now actively seeking dealership partnerships. CEO Henrik Fisker is personally engaging with dealer owners in California to promote the brand and its upcoming electric vehicle, the Ocean crossover. Since announcing the shift in sales strategy, Fisker has received expressions of interest from over 65 potential dealers. Although this number is significantly lower than Lincoln's downsizing target, it will be intriguing to observe the impact of these dealerships on Fisker's sales performance.
These recent developments exemplify the dynamic nature of the automotive industry. Tesla's stock struggles highlight the challenges associated with sustaining growth in a competitive market. Britain's post-Brexit trade negotiations with Canada underscore the ongoing complexities surrounding international trade. Lincoln's dealer network reduction demonstrates the brand's commitment to profitability and efficient operations. Lastly, Fisker's venture into dealership partnerships highlights the diverse approaches adopted by companies in response to changing market conditions.