According to the official Weibo of Tesla , starting from now on, the prices of Model 3 and Model Y on sale in mainland China will be adjusted. After the adjustment, the starting price of Model 3 models will be RMB 265,900; the starting price of Tesla Model Y models will be RMB 288,900 (both of which are the starting price after subsidies).
main reasons are two:
1. Sales volume did not meet expectations, price reduction and promotion at the end of the year
This is the most common method for manufacturers to increase volume and has been in the automotive industry for decades.
Tesla's annual sales target this year is 1.5 million, and the delivery volume to Q3 is 910,000, which is not small. Currently, the delivery cycle in the Chinese market is about 8 weeks, which will reduce prices, and it is just enough to harvest a wave of orders before the subsidy is withdrawn/rejected at the end of the year.
used to buffer with dealers (traditional 4S stores). MSRP (official guide price) can remain unchanged. The rebate policy of to dealers is dynamically adjusted to TP (market transaction price) to achieve the effect of price reduction and promotion.
But now it is doing direct sales, MSRP=TP, has no underwear, and every move of the price can only be seen clearly, which has triggered discussions between car owners and melon-eating crowds again and again.
This is also a script that every manufacturer who does direct sales cannot escape:
officially announced the price reduction/direct sales store price reduction-user complaints and rights protection-Manufacturers calm their emotions-Continue to cut off a wave of leeks
has now developed to the second stage:
In addition to official reduction, there are many other methods: such as insurance discounts (Tesla has used during the National Day period), interest-free loans, extended warranty, free software services (such as autonomous driving), used car replacement discounts, etc., but in comparison, the official reduction is the best communication effect and has the greatest effect on promoting sales, which requires the manufacturer to make a choice.
2. Pressure from independent brands
has increased its competitors, which puts pressure on Tesla. Can the price reduction of
achieve the expected results? Very bad!
First of all, it is difficult for Model 3 to improve sales. After all, Model Y is only 20,000 yuan expensive, and its appearance, space and comfort have been improved.
Secondly, let’s look at Model Y:
Model Y’s large number of orders came from the beginning of this year, which was 301,800. Now, after the adjustment, the price has only dropped by 10,000 yuan. It is not much for a car that costs 300,000 yuan, but compared with the beginning of the year, the current competitive environment has undergone tremendous changes, and all the opponents have "strange skills". Moreover, it was launched in November last year, and the price of 280,400 yuan has already given users a high expectation, so the current price cannot bring surprises.
Considering Tesla's far-leading gross profit margin, it is predicted that there will be a wave of price cuts by the end of this year.
: Should I wait for the victory of the party or wait for the crying of the party? Let's wait for the victory of the party
