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Introduction: This price reduction is expected to bring the annual sales of domestic Model 3 to 240,000 vehicles, and match the production capacity and sales of the Shanghai factory.
Tesla Model 3 has lowered its price again.
On October 1, Tesla China's official website showed that the price of the standard battery life upgraded version of the China-made Model 3 is 249,900 yuan after subsidy, and the price of the long battery life rear-wheel drive version of the China-made Model 3 is 309,900 yuan after subsidy.
Tesla Vice President Tao Lin posted on WeChat Moments: Give back all the saved costs to consumers, so that more people can enjoy the dividends of technological progress, and let us accelerate the world's transformation to sustainable energy together. After the
news was released, Tesla's US stock market rose by more than 2% before the market opened.
01 quantity is the target, price is the means
Since its official sales in October 2019, after half a year, the price of domestic Model 3 has been adjusted 6 times, from the initial 355,800 (no subsidy) to the current 249,900 (after subsidy), with the price dropping frequently and a large decline.
Tesla's last price adjustment was May 1 this year. At that time, the price of the standard battery life upgraded version of the China-made Model 3 was reduced from the original 323,800 yuan to 291,800 yuan. After enjoying the 20,250 yuan new energy vehicle subsidy, the final purchase price of the standard battery life upgraded version of the China-made Model 3 was reduced to 271,550 yuan.
The price adjustment of the previous price adjustment is estimated to be Industrial Securities . The annual sales volume of domestic Model 3 is about 165,000 vehicles, which cannot match the production capacity of Tesla's first phase of the Shanghai factory in Shanghai. Therefore, this price cut is expected to bring the annual sales of the domestic Model 3 to 240,000 vehicles, and match the production capacity and sales of the Shanghai factory.
According to Industrial Securities' calculations, the subsequent domestic Model 3 of has the ability to reduce it to 220,000-230,000 yuan (the price paid by consumers), corresponding to an annual sales volume of 545,000 .
Therefore, quantity is the company's core goal, and price adjustment is the means to achieve the goal.
02 With the strength of price reduction, the domestic cost reduction has been significantly reduced
By comparing the cost split between the US version and the domestic version of Model 3, Industrial Securities concluded that the cost of the US version of bicycles is 230,000 yuan per vehicle, and the domestic version of bicycle costs is 176,000 yuan. The domestic cost reduction has been reduced by 24%, and the domestic cost is significantly reduced.
cost reduction mainly reflects three directions: material costs, manufacturing costs and labor costs, which directly leads to the considerable gross profit margin of domestic Model 3.
In the case of subsidies, even if the beggar version is reduced to 222,000 (based on consumer payment), the gross profit margin of the domestic Model 3 is still comparable to that of the US version; in the case of subsidies, the gross profit margin is still higher than that of the US version.
03 B-class luxury cars, the cost-effectiveness is very high
It is understood that the updated domestic Model 3 standard range upgrade version has achieved an effective improvement of more than 20 kilometers. The comprehensive range under the national standard working condition method reaches 468km, the maximum speed is 225 km/h, and the acceleration time of 100 kilometers is only 5.6 seconds. Enjoy the same vehicle warranty and battery warranty.
The Model 3, which frequently reduces prices, continues to improve its competitive advantage over domestic independent brand new energy vehicles. Among them, the current competitive models of the Model 3 long-range version mainly include the Xiaopeng P7, GAC Aion LX 2019 80 series and BYD Han. The competitors of the standard version of Model 3 include the Xiaopeng P7 low-end version, Aion S, etc. Based on the comprehensive range and price, the cost-effectiveness of the two versions of Model 3 has been greatly improved after the price reduction.
In addition, Model 3 is positioned as a B-class luxury car, and its direct competitors are Audi A4L, BMW 3 Series , Mercedes-Benz C-Class, etc. The price cut this time is expected to achieve a dimensional reduction strike, impacting the A-class luxury car market and the B-class civilian car market with an average selling price of more than 200,000 yuan.
Moreover, as a world-wide best-selling model, Tesla Model 3 has a higher brand influence than most domestic new car-making forces and independent brands, and has obvious competitive advantages. Tesla plans to add 4,000 new super-charge piles in China by the end of this year, and the completeness of supporting facilities will help drive further sales.
