Tesla's China Numbers Might Be Worse Than First Blush

Confusion has reigned in recent Tesla trading. There has been confusion about Tesla driving features and a fatal Texas crash; the true impact of zero-emission credit sales; and now over Tesla’s April sales figures in China. One thing is certain: Investors hate confusion.

Tesla stock fell 1.9% Tuesday, but started out the day significantly lower, making the drop actually a small win for Tesla investors. The S&P 500 and Dow Jones Industrial Average fell 0.9% and 1.4%, respectively.

Even though the stock rallied through the day, Tesla’s China sales numbers might be worse than investors initially assumed. Chinese auto industry data show Tesla sold roughly 26,000 EVs in April, down from about 35,000 in March. It’s a decline amid growth for Tesla’s Chinese EV competitors.

The confusion is over exports. Tesla also exported about 14,000 cars from China in April, according to the same industry association. So the question investors started asking analysts is: Did Tesla produce 40,000 cars in China in April, meaning the company sold 26,000 in China and exported an additional 14,000? Or did Tesla make 26,000 cars overall in China, selling 12,000 of those in China and exporting the rest?

Tesla isn’t helping untangle the numbers. The company didn’t respond to a request for comment.

“We’ve been exchanging emails with confused clients all morning,” wrote Piper Sandler Alex Potter in a Tuesday report. His original interpretation of the numbers was that Tesla sold about 26,000 vehicles in China and exported an additional 14,000, but acknowledged the possibility that Tesla only sold about 12,000 in the country and exported the rest of the 26,000.

That would mean Tesla sales declined by nearly two-thirds month to month. But even if the answer is only 12,000 Chinese sales in April, Potter isn’t worried.

“Don’t stare too closely at these monthly numbers,” wrote the analyst. “We prefer to examine Tesla’s market share on a trailing [three-]month basis.”

He also points out that the Tesla plant in Shanghai was closed for two weeks in the first quarter, which might have sacrificed 10,000 or so vehicles. What’s more, Tesla tends to ship most of its units in the final month of the quarter.

GLJ analyst Gordon Johnson isn’t as sanguine and believes the 14,000 deliveries are part of the 26,000 figure. For him, that means Tesla has a market share problem in the world’s largest market for EVs.

Potter and Johnson’s take on the April data aligns with their ratings. Potter rates shares Buy and has $1,200 price target for the stock, the highest on Wall Street. His target price values the company at more than $1 trillion. Johnson rates shares Sell and has the lowest target price on the Street at $67 a share. His target values the company at about $80 billion, or roughly what General Motors (GM) stock is worth.

The entire April report is, frankly, confusing, adding to existing uncertainty surrounding Tesla stock.

Tesla’s driver-assistance function was initially implicated in a deadly Texas crash in April, but it looks as if the system wasn’t turned on, according to preliminary findings by the National Transportation Safety Board. In other words, that would mean the human driver crashed the car, although investors will have to wait to see the NTSB’s final report.

Tesla also reported better-than-expected first-quarter numbers in late April. The numbers, however, were boosted by Bitcoin trading profits and bigger-than-expected zero-emission credit sales—which Tesla earns for producing more than its fair share of no-emission cars and then sells to other auto makers that don’t meet zero-emission quotas.

All the confusion has weighed on shares. Tesla stock is down about 9% over the past month. The Nasdaq Composite is off 4% over the same span.

Regardless of the final interpretation, Tesla’s April sales in China dropped sequentially, while other EV makers’ deliveries rose. That isn’t what Tesla bulls want to see, and it’s another thing to worry about in coming months.

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

Tesla’s China Numbers Might Be Worse Than First Blush

After a day of confusion saw the company’s stock fall.

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.