in the entire automobile market is "climbing the peak", Tesla has lowered its price again.
Model 3 rear-drive version has dropped from 279,900 yuan to 265,900 yuan. The high-performance version dropped from 367,900 yuan to 349,900 yuan; the Model Y rear-drive version dropped from 316,900 yuan to 288,900 yuan, the long-range version dropped from 394,900 yuan to 357,900 yuan, and the high-performance version dropped from 417,900 yuan to 397,900 yuan.
You may have questions. After all, no matter which sales rankings are in, you can see that Tesla's sales are very good, but why do you still need to reduce the price? What impact will this price cut have on "Wei Xiaoli"? Let’s start with the reasons behind it.
There is insufficient reserve order, and the price for volume
Do you think Tesla's price reduction is to give benefits to consumers? Then you are wrong! After all, everything is for sales. After all, if you don’t work hard, Musk will not be able to achieve the 2022 sales target of 1.4 million vehicles. At the same time, Tesla delivered 900,000 vehicles in the first three quarters of this year, which means that in the last quarter, Tesla still needs to deliver 500,000 vehicles. For Musk, whose sales volume in the third quarter did not meet expectations, price cuts and promotions may be the most immediate way to achieve results at present. In addition, because Tesla's annual production capacity of Shanghai Super Factory has climbed to 750,000 vehicles, but the number of orders has not increased significantly, and reserve orders are about to bottom out, which will lead to a phenomenon that the speed of car manufacturing is greater than that of reserve orders.
So, in order to prevent overcapacity and to sell more cars, Tesla lowered its price. Moreover, always maintaining a high sales performance can also make the stock look better.
pressure from domestic brands
Currently in the automotive market, Wei Xiaoli and others have put a lot of pressure on Tesla. Compared to Tesla's journey to the darkness of the technology route, Wei Xiaoli and others have taken a completely different path such as "second living room", "smart cockpit", and "immersive feeling". As more and more competitors appear, people's views on Tesla's interior have also changed from "simple" to "simple". The change in view of
can also be reflected in sales: the cumulative delivery of
Zekr 001 exceeded 50,000 vehicles;
Xiaopeng P7 delivered a total of 52,186 vehicles from January to September;
BYD Han EV delivered a total of more than 60,000 vehicles in the first half of the year;
NIO 1 to September;
Ideal delivered a total of 86,927 vehicles from January to September.
It is undeniable that their sales data are far less than that of Tesla. But for consumers, it is precisely because of the emergence of more competitive models that Tesla's "unfinished house" is no longer the only choice in the market, and this situation has also caused Tesla's market share to be squeezed. At the same time, Wei Xiaoli and others are also actively entering overseas, such as Weilai and Lantu , have currently achieved phased victory in the European market. To a certain extent, this has also put a lot of pressure on Tesla and even local car companies.
Then if Tesla wants to continue to maintain high sales and expand its market share, price reduction is one of the ways.
’s impact on domestic brands
A product that you were originally watching suddenly dropped its price. What would you do? Let’s not talk about whether you will buy it immediately, at least it will be more attractive to you. This also applies to Tesla's price cut.
on one side is increasing attraction, so on the other side, you have to worry about sales.
For example, NIO ET5, Li Bin positioned it as a "volume" model, while sales in September were only 221 units, which is not enough to see such results. Now that Tesla has lowered its price, the pressure is very high. In addition, the new cars launched by many domestic brands such as Xiaopeng , Ideal, Zekr are all in the range of 300,000 yuan this year. After the price reduction, Model3/Y will inevitably become their biggest competitor. Although before Tesla lowered its price, some domestic brand models had already priced higher than Tesla's Model 3/Y, the prices were almost the same at that time.Nowadays, it is hard to say whether consumers will eventually choose a domestic brand or Tesla in the face of real "low prices".
So will domestic brands follow up and reduce prices in order to sell?
won't! The author believes that with the changes in the international raw material market prices, in the face of cost pressure, many car companies are the first to consider the balance between price and sales, and no longer follow up rashly like in previous years. And price cuts are a double-edged sword. While car companies gain new users, they also have to take care of the feelings of old car owners. Therefore, improving one's own product strength and giving consumers a greater sense of gain is much better than simply reducing prices.
was written at the end
In fact, the impact of Tesla's price reduction on domestic brands has gradually decreased, and there is no longer the only option for "unfinished houses" in the market. From the sales of domestic brands, we can see that more and more consumers are beginning to accept domestic brands and no longer blindly believe in Tesla.
In addition, the most hurtful thing in this Tesla price cut was the recent decision and the owner who just got the car. After sleeping, his car lost tens of thousands of yuan, which no one can accept. But if these car owners were cheated of 5 yuan at this time, it would be even more painful.
