Tesla has ushered in another wave of price cuts after 5 consecutive increases.
Early in the morning of October 24, Tesla officially announced that the sales of Model 3 in mainland China fell by a maximum of 18,000 , and Model Y fell by a maximum of 37,000 . The "cold silver" paint of Model Y rear-wheel drive version is also included in the free selection range of the vehicle.
Due to supply chain and other reasons, Tesla began to raise prices this year. It reflects Tesla's "flexibility" in model pricing, directly reflecting the sum of costs, profits, and taxes. Of course, such a pricing strategy also has its pros and cons. On the first day of the price reduction of
, welcoming the first wave of rights protection car owners
sold well and took the lead in price reduction. Perhaps Tesla is the only one. But when the price changes, the owners who just picked up the car are always the most unlucky.
According to the words of Tesla customer service: If the owner has placed an order but has not picked up the car, he can choose one of the current official website price and the order price. If the current official website price is selected, the delivery time will not change. If you choose a new price, you need to queue up again to wait for the car. If the car owner has mentioned the car before the price cut, he will not be able to enjoy the above policy.
Therefore, as soon as the news of the price reduction was announced, Tesla owners made an appointment in the group to come to "ask for an explanation". On the first day of the price cut, there was a wave of car owners who had already "come to the store" and pulled up banners. However, this is probably not the first time Tesla has encountered this situation, and it should be able to deal with it freely.
The cheaper the Tesla
The more you sell, the more expensive the domestic electric car
At the financial report meeting on October 20, Tesla CEO O Elon Musk said that the cost of the new car Tesla is developing is only half the Model 3. It is estimated that if this car is now available in China, it may only be sold for 150,000 yuan.
While Tesla is "selling cheaper the more it sells", we have discovered a more noteworthy fact, that is, now more and more independent brands of cars are selling more and more expensive, and they are starting to attack the high-end electric car market.
BYD 's seal price compared to Model 3 has reached 212,800-289,800. The second mass-produced car, Ideal L9, is on the market, of which the price of the L9 max reaches 459,800 yuan. At the same time, the price of the newly launched NIO ES7 reaches 468,000-548,000 yuan. In addition, there are a large number of independent high-end brands that are even more shocking. Although their model positioning is different, it is certain that the prices of domestic electric vehicles are really higher than the other.
Tesla is downward, domestic product is upward, what is the reason behind
?
As early as 2017, Musk pointed out when he participated in an interview with TED that the reason he acquired Tesla, the electric car brand, was that he hoped to achieve a revolution in the energy field through the popularization of electric car . Driven by such a vision, what Tesla has been exploring over the years is to reduce the production and assembly costs of pure electric vehicles as much as possible and allow more consumers to accept pure electric vehicles as much as possible. Therefore, it is not difficult to understand why Tesla dares to open its own technology patents to its competitors in 2018, and Musk also said that Tesla wants to be the "Volkswagen" among electric cars.
. Thanks to the " catfish effect " caused by Tesla's localization, more and more independent brands are becoming more and more concerned in the electric vehicle market. With the advent of the electric car era, independent brands like BYD and Geely , as traditional car companies, have finally had the opportunity to compete with BBA arm wrestling . However, at the initial stage, most independent brands focus on cost-effective models, and this approach not only fails to allow the company to gain more profit margins, but is even not conducive to the upgrading and reshaping of brand value.
It is precisely because of this reason that we will see that BYD not only needs to cooperate with Mercedes-Benz to do a good job in high-end electric car brand Tengshi Auto , but we can also see that Geely incubated Zekr Auto and Polestar Auto through in-depth cooperation with Volvo Car . At the same time, BYD not only has become bigger and stronger, but also wants to replicate the route of Toyota incubating Lexus brand, and win more growth space for itself through a brand positioned in the high-end market.
Of course, the reason why domestic electric vehicles are more and more expensive is not necessarily due to the need for brand value upgrading and reshaping. In recent years, with the rapid development of the electric vehicle industry and the adverse impact of the outbreak of the epidemic, the global new energy vehicle industry chain has faced considerable pressure on the supply side, and such pressure has also forced car companies to announce prices to adjust and ultimately pass on costs to consumers.
In short, there are many reasons why domestic electric cars are becoming more and more expensive, but behind these complex reasons, they actually send out some positive signals that are conducive to the upgrading and transformation of my country's automobiles.
was written at the end
In fact, whether it is Tesla or domestic electric vehicles, behind the success of its business model, it is not that "becoming more and more expensive" has the final say, nor is it that "becoming cheaper" is correct. For any car company that is interested in doing a good job in electric vehicle business, how to correctly grasp the needs of target customers and how to find the right target customers are the key issues that they should think carefully about now and even for a long time in the future.
