Tesla Faces Sales Predicament in Green Heide: Amidst Struggles, Introduces Cereal Bars and New Strategies
In a significant move, Tesla has announced plans to establish a new news center in Berlin-Köpenick, employing up to 250 engineers and technicians from next year. This development comes three years after the initial promise made in 2019, with activities at the site expected to begin in 2025.
Meanwhile, the Tesla Gigafactory in Brandenburg, operated by the company, has so far avoided layoffs. However, tesla stock figures in Germany have been declining since the beginning of the year, with Tesla registering around 11,400 new registrations in Germany as of August, less than a quarter of the values from the record year 2023.
The ongoing slump in sales has been a topic of discussion, with plant manager André Thierig initially attributing it to the switch to the new Model Y production. However, this explanation seems less applicable now.
The conflict between management and employees at the Tesla plant in Grünheide has been ongoing for several years. The crux of the issue appears to revolve around snack bars, according to a report by the "Handelsblatt". The plant management has been criticized for withholding the wages of frequently absent employees retroactively, while the company is reported to have paid out millions in bonuses to employees with no sick days.
This conflict has led to the formation of two distinct union factions, the red and the blue, according to the same report. The argument has escalated to such an extent that plant manager Thierig has resorted to unannounced home visits to employees who were frequently absent.
The situation at the Tesla plant in Grünheide has attracted attention beyond Germany, with the European Economic Area including the UK seeing a shrinkage of around a third in new registrations in the first half of the year compared to 2024.
Despite the turmoil, Tesla's CEO, Elon Musk, has been offered a potential compensation package worth up to one trillion dollars by 2035. This offer, however, pales in comparison to the $1 billion compensation offer Musk received in 2021.
It's important to note that the new news center in Berlin-Köpenick is expected to contribute significantly to Tesla's operations, supplying not only Europe but also countries in the Middle East, Asia, and Canada.
As the situation at the Grünheide plant continues to unfold, Tesla and its management will undoubtedly face challenges in maintaining productivity and employee morale. The company's ability to navigate these difficulties will be crucial in maintaining its position as a leader in the electric vehicle industry.
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