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Tesla was fined 2.85 billion won (15.4 million yuan) for publishing "false, exaggerated and deceptive advertising content," according to South Korea's antitrust regulator. The agency said that since August 2019, there have been advertisements on Tesla's official website exaggerating the battery life of his electric vehicles. For example, the mileage mentioned in the advertisement can only be achieved under ideal conditions such as average temperature, and the actual mileage has dropped by 50.5% at colder temperatures. At the same time, it is also pointed out that Tesla's advertisement also exaggerates the energy consumption of his electric vehicles and the function of charging piles. Tesla has yet to respond to the result of the punishment.

It is worth noting that the new year is not friendly to Tesla. In addition to being fined 2.85 billion won by South Korean regulators, Tesla's delivery figures for 2022 are not ideal. On January 3, Tesla released delivery data for the fourth quarter of 2022 and the whole year of 2022. According to relevant data, Tesla produced 439701 vehicles worldwide and delivered 405278 vehicles in the fourth quarter of 2022. Tesla produced a total of 1369611 cars and delivered 1313851 vehicles in 2022. Although it was the first time that Tesla's global production and delivery volume exceeded one million vehicles in 2022, the delivery volume increased by more than 40% compared with the same period last year. However, its fourth-quarter delivery figures failed to meet Wall Street's expected delivery of 429000 vehicles, nor did it meet Tesla's previous annual sales target of 1.5 million vehicles.

Or affected by these news, in the secondary market, Tesla closed at US $108.1 per share on January 3, down 12.24%, with a market capitalization of US $341.4 billion, losing US $47.7 billion overnight.

In fact, in February last year, a staff member from the Korea Fair Trade Commission said that the agency was investigating Tesla's allegations of exaggerating the performance of his battery. It said Tesla exaggerated the mileage of some models, such as Model 3, in violation of the Fair labeling and Advertising Law. According to Tesla's website, the Model 3 can travel 528km on a single charge. However, the South Korean Fair Trade Commission said that if the temperature drops below freezing, the mileage will be significantly reduced, and the mileage of Model 3 may be less than 528km below freezing. Tesla then changed the ads on his Korean-language website. According to media reports, although Tesla's South Korean website describes in detail winter driving skills, such as how to use external power to preheat the vehicle, and how to use its updated application to monitor energy consumption, however, the loss of vehicle mileage in cold temperatures is not mentioned on the site.

The low temperature attenuation of new energy vehicles in winter is not uncommon, which is mainly due to the physical characteristics of electric vehicles. Although the electric vehicle market is very popular, the performance of pure electric vehicles in low temperature environment will also face great challenges. Low temperature is the biggest killer of the battery, the mileage will significantly decline at low temperature, due to the decline of battery activity, the charging efficiency will be greatly reduced, and the charging time will be relatively prolonged. These problems have basically become an inevitable phenomenon of electric vehicles.

In winter, many electric car owners say they are afraid to turn on the warm wind, because the driving of the warm wind is basically at least 50% discount. Ideal car founder Li Xiang also said: "No matter how power-saving the NEDC optimization is, the consumption of warm air is the same, and the cold decay of the battery is the same, especially the tragic air-cooled battery pack."

At this stage, mileage is indeed the biggest pain point for new energy vehicles, which limits the travel of users to a great extent. The "discount" of mileage in winter is the bottleneck of new energy vehicles, which seriously affects the competitiveness of new energy vehicle products and industrial development. New energy vehicle enterprises need to make use of existing policies and capital to increase investment in technology to improve the performance of new energy vehicles. Liu Jie, director of the Technology and Certification Department of the China Electric vehicle charging Infrastructure Promotion Alliance, also said that technically, accelerate the application of high-power charging technology, reduce the waiting time for charging, unify the interface, and improve adaptability. In the site selection, reduce the time for the car owner to find the charging pile, refer to the local gas station model, no matter where the car owner is, you can find an available charging pile within 5 kilometers, and improve the average utilization rate of the charging pile.

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