特斯拉Powerwall失宠？“连安装商都不敢晒图了”

汽车产业前线观察02-11

2025年9月，特斯拉高调宣布：全球Powerwall家庭储能系统销量突破100万台。彼时，它还是清洁能源领域的明星产品，被无数家庭视为能源独立的象征。然而短短半年后，画风突变。有美国太阳能安装商向投行ROTH Capital Partners坦言：“我们已经把所有Powerwall的照片从广告和官网撤下——只要一发，就会收到各种‘恶评’。”曾经的“香饽饽”，如今竟成了安装商避之不及的“烫手山芋”...

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pictures\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"TSLP":0.6,"TESL":0.6,"TSYY":0.6,"TSLA":1.96,"TSLS":0.6,"TSLY":0.6,"TSDD":0.6,"TSLZ":0.6,"TSII":0.6,"07766":0.6,"TSLG":0.6,"CRSH":0.6,"TSLO":0.6,"TSLQ":0.6,"TSLT":0.6,"TSLI":0.6,"TSL":0.6,"TSLW":0.6,"TSLR":0.6},"content_text":"2025年9月，特斯拉高调宣布：全球Powerwall家庭储能系统销量突破100万台。彼时，它还是清洁能源领域的明星产品，被无数家庭视为能源独立的象征。然而短短半年后，画风突变。有美国太阳能安装商向投行ROTH Capital Partners坦言：“我们已经把所有Powerwall的照片从广告和官网撤下——只要一发，就会收到各种‘恶评’。”曾经的“香饽饽”，如今竟成了安装商避之不及的“烫手山芋”。这背后，不只是产品问题，更是一场品牌信任危机的集中爆发。一、从63%到20%，Powerwall为何急转直下？就在2024年，Powerwall在美国家庭储能市场的询盘份额仍高达63%（据EnergySage数据），稳居绝对霸主。消费者青睐其一体化设计、与Solar Roof的无缝协同，以及特斯拉的品牌光环。但到了2025年下半年，情况急转直下。ROTH调研显示，多家头部安装商预测，Powerwall在本地电池销量中的占比将暴跌至20%以下。原因何在？交付严重延迟订单排期长达数月，用户转向Enphase、Generac等竞品；售后响应慢故障维修动辄数周，影响家庭用电安全；品牌声誉受损马斯克个人争议持续外溢至特斯拉全系产品。一位安装商无奈表示：“客户看到是特斯拉，第一反应不是‘高科技’，而是‘会不会又出问题？’”二、产品没变，世界变了Powerwall本身并未发生重大质量事故。真正变化的，是用户对“特斯拉”三个字的认知。过去，特斯拉代表创新、可靠、未来感；如今，在部分消费者眼中，它却与X平台的混乱、Starlink的地缘争议、Cybertruck的跳票紧密绑定。马斯克个人言行的极化，正反噬其商业帝国。更致命的是，家庭储能本是“信任型消费”——用户愿为长期安全与稳定支付溢价。一旦信任动摇，技术优势便迅速贬值。“品牌不是LOGO，而是用户心中的情绪账户。透支太多，终会破产。”三、特斯拉的“注意力分散症”当Powerwall陷入泥潭，马斯克却在忙什么？他刚抛下Cybertruck的烂摊子，转身推出全新自研太阳能板；同时力推“音乐城环线”隧道项目（用特斯拉车辆在地下接驳）；还要应对X平台在巴黎被突击搜查的法律危机……特斯拉似乎患上了严重的“注意力分散症”——从电动车到储能，从火箭到AI，从隧道到社交平台，处处布局，却处处浅尝辄止。反观竞争对手：Enphase专注微逆+储能生态，Sonnen深耕欧洲社区电网，宁德时代以极致成本攻占全球。它们没有宏大叙事，却在细分领域扎得更深。四、光环褪去后，产品才是终极护城河Powerwall的滑坡，给所有科技品牌敲响警钟：用户可以为梦想买单一次，但不会为混乱买单一生。家庭储能市场正在从“尝鲜期”进入“实用期”。消费者不再只看品牌，更关注：交付是否准时？售后是否及时？系统是否稳定十年？这些“ boring but critical ”（无聊但关键）的细节，恰恰是特斯拉当前最忽视的部分。结语：伟大的公司，懂得在喧嚣中守住本分特斯拉曾用Powerwall重新定义家庭能源。如今，它正因自身的傲慢与分心，亲手葬送这一先发优势。历史总是惊人地相似：当年苹果靠iPhone登顶，却因过度聚焦而错失多个风口；如今特斯拉靠电动车崛起，却可能因过度扩张而失去根基。真正的长期主义，不是不断开辟新战场，而是在已有战场上做到极致。否则，再耀眼的光环，也终将黯淡。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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