Today, Tesla's sales momentum is good, mainly relying on the low-priced Model 3 to support sales.
But everything is gains and losses, and the problem soon comes-when Tesla releases the high-priced Model S and Model X again, will it still be in the eyes of the rich and elite owners?
On January 28th, Tesla released the new Model S and Model X (expected to be delivered in the third quarter). The new Model S has 3 versions with a price range of RMB 799,99 to 1,174,900. There are 2 versions of the new Model X, with a price range of RMB 849,999-99.999 million.
The front face design of the new Model S is simpler, with a closed integrated design, the bottom banner grille has a larger size, and the drag coefficient has reached 0.208Cd.
For the interior, the new Model S uses a large horizontal central control screen with the same shape as Model 3/Model Y. The large screen size is 17 inches and the LCD instrument panel size is 12.3 inches. An 8-inch display screen has also been added to the rear air conditioning outlet.
The appearance of the new Model X has also been optimized, with a drag coefficient of 0.25Cd.
In addition to the large 17-inch central control screen and the 12.3-inch LCD instrument panel, an 8-inch display has been added to the rear air conditioning outlet.
However, after learning the price strategy of domestic Tesla, look at the exterior and interior of Model S and Model X. Che Toujun's perception is that it is greatly worthless, and he does not see the aura of any million-class luxury cars.
In the past, the reason why Model S and Model X harvested a group of rich and elite car owners in the Chinese market was because Tesla’s brand halo had just risen at that time, so rich and elite car owners bought it home. Purely as a big toy,Never weigh its pricing logic.
But it is different now. When the domestically produced Tesla screamed at the price of two or three million yuan, in the eyes of the rich and elite owners, the brand halo of Tesla has long been worse than before. When these car owners buy top luxury cars, they believe that Tesla will be removed from the candidate list with a high probability.
By the way, there was a big news on January 27. BMW issued a statement: starting at 0:00 on January 28, the price of the BMW iX3 will be adjusted, and the leading model will be reduced from 509,000 yuan to 439,900 yuan. The price is reduced by 70,000 yuan; the leading type is reduced from 469,900 yuan to 399.99 million yuan, and the price is reduced by 70,000 yuan. The price reduction is still very obvious.
Compared with Tesla’s “leek harvest” operation, BMW has highlighted the pattern of large companies. For customers who issue invoices before January 28, they will be compensated in cash based on the invoice amount and the latest official price. .
In this competitive situation, Model S and Model X are still stubbornly selling at millions of dollars, and they are also thinking of making money for car owners' optional equipment. The results can be imagined.
Che Toujun believes that the more domestic Tesla sells, the share of Tesla in the high price range is actually being handed over.
If you really don't need money and want to buy a luxury brand electric car, Che Tou Jun suggests that you can wait for this year's Mercedes-Benz EQS. I believe that when it is parked with the Model S, it will stand up to each other.
(produced by Che Toushe, editor-in-chief Luo Yu)
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