Summary of Key Points
Tesla has been absent from domestic A-level car shows for several years but actively participates in the Chain Expo, indicating a shift in its strategic focus: from selling end-products to showcasing its supply chain system and technology ecosystem. The article analyzes the reasons for Tesla's absence from car shows (no need for publicity, no new models to display, risk avoidance), the unique value of the Chain Expo (connecting with B-side partners, strengthening its position as a chain leader), its internal "all-staff sales" culture, as well as current challenges such as an aging product line and delays in the rollout of FSD in China. Ultimately, it reveals Tesla's transition from a car manufacturer to a "supply chain leader + technology ecosystem company."
Detailed Breakdown
1. Why Does Tesla "Skip" Car Shows? — Three Reasons Make It Inconvenient for Them
The primary purpose of car shows is for less well-known companies to gain visibility, for those with poor sales to seek publicity, and for companies with new models to attract attention. However, Tesla doesn't lack any of these:
- Strong Sales: The Model Y has been the global bestseller for three consecutive years and was the top-selling passenger car in China in March this year. Its import volume in South Korea increased by 1050% in April, so it doesn't need car shows to boost sales.
- No New Models to Display: The Model 3/Y are mature hits and not yet due for a model update; the Model S/X have been discontinued (accounting for less than 3% of sales in 2025, making them marginal products).
- Avoiding Trouble: The "roof rights issue" at the 2021 Shanghai Auto Show made Tesla wary of the crowded and emotionally charged atmosphere, so skipping the show saved both money and effort.
Tesla uses the savings from not participating in car shows to reduce prices for customers, thus its absence didn't cause much of a stir.
2. The Chain Expo Is Where It's at Home — A B-side Platform Worth Ten Thousand Times More Than C-side Car Shows
What is the Chain Expo? It's the world's first national-level exhibition focusing on supply chains, attended by governments, businesses, and suppliers (all B-side professionals). For Tesla, it's much more useful than car shows:
- Showing Supply Chain Strength: By displaying the Model Y with its components disassembled, as well as batteries and chips, Tesla demonstrates a 95% localization rate and highlights that over 400 Chinese suppliers work with them. Its Shanghai factory produces a car every 30 seconds.
- Attracting More Partners: Suppliers are eager to join Tesla's supply chain (e.g., Xinxinda's stock price rose by 20% after joining), and local governments want to attract its industrial clusters, which bring jobs and GDP.
- Strengthening Its Position as a Chain Leader: Tesla has become the leader in China's new energy supply chain, with 400 suppliers surrounding it, forming an efficient industrial cluster—a core competitive advantage it wants to showcase to B-side partners.
3. How Aggressive Is Tesla's "All-staff Sales" Strategy? — Even PR Staff Are Involved in Selling Cars
Unlike other car companies where PR focuses on issuing press releases, Tesla's PR staff actively arrange test drives:
- When asked about the rollout of FSD in China, they offer a test drive of the V14 version—everything ultimately leads to selling cars.
This isn't accidental; it reflects Tesla's "all-staff sales" culture. From Elon Musk personally responding to customers on X to frontline employees and PR staff working on orders, they maximize efficiency (no need for advertising and can even sell cars directly to the media).
Although some media criticize that test drives don't address trust issues with FSD, this approach is indeed enviable by new domestic players.
4. Tesla's Challenges — An Aging Product Line and FSD Delays
Even Tesla's success has its problems:
- Aging Product Line: The Model S/X haven't been updated in 14 years and have been discontinued; the Model 3/Y, although popular, also hasn't had a major update for years. In contrast, companies like BYD and Xiaomi release multiple new models at car shows.
- FSD Delays in China: Elon Musk has repeatedly promised to launch FSD in China (in February/March 2026), but it hasn't happened yet. Worse, early buyers of HW3 hardware can only use a limited version of FSD due to insufficient hardware bandwidth and have to wait for the reduced-functionality "Lite" version.
- Legal Issues: Ten Chinese owners sued Tesla for false advertising about FSD, claiming it was sold without proper approval, which amounts to fraud. Reuters also reported that claims about FSD being 10 times safer than humans are unsubstantiated.
5. Tesla's Future Strategy — Moving Beyond Cars to a "System" Approach
Tesla is quietly transitioning: cars are just a platform for selling a broader system:
- Supply Chain Cluster: The Shanghai factory is surrounded by 400 suppliers, forming an efficient industrial circle that supports half of its global deliveries.
- Energy Storage Expansion: Its Shanghai energy storage factory produces 10,000 Megapacks annually for the global market.
- Data Power: The Shanghai data center collects data from 3 billion kilometers of Chinese roads, and its AI training center develops localized algorithms to improve FSD performance.
- Chain Leader Role: Tesla helps Chinese suppliers upgrade their technology and expand globally (e.g., CATL sells batteries worldwide with its support), transforming from a car manufacturer to a "chain leader company."
Elon Musk emphasizes that the future lies in robots and FSD, with cars being just a transitional phase. Therefore, it focuses on the Chain Expo to showcase its supply chain and technology ecosystem, where it has its suppliers, customers, and the future of its business.
In Conclusion
Tesla's absence from car shows is not arrogance; it indicates that it has moved beyond the traditional "car-selling" model to a more advanced focus on supply chains and technology ecosystems. However, whether issues like an aging product line and FSD delays will hinder its transformation depends on its ability to convert these strengths into customer trust.