points to follow the blue words, don’t get lost~
Source: e Company
Since the localization of Tesla , its model price has experienced many fluctuations, but it is rare to adjust directly from the guide price.
Recently, an email about Tesla models being able to enjoy insurance subsidies circulated on the Internet. The email shows that car owners who have completed picking up their car from September 16 to September 30, if they choose to purchase insurance in Tesla stores, they can enjoy an insurance subsidy of 8,000 yuan, which can be directly used to reduce the price of the car. This behavior was also interpreted by the market as Tesla's "disguised price reduction of 8,000 yuan."
Securities Times ·e Company reporter recently visited Tesla's Shanghai store and confirmed the authenticity of the content of the online email to Tesla store sales staff. "We generally don't do this kind of subsidy activities. This is a temporary activity to sprint for delivery." The salesperson told reporters that if you pick up a car on the 30th, you can enjoy a subsidy of 8,000 yuan, and the car price will be reduced and exempted when the final payment is delivered.
At this year's Tesla second-quarter earnings call, Musk responded to Tesla's price issues, saying, "I think inflation will drop before the end of the year. I hope we can lower the car prices slightly at that time." An analyst told the e company reporter that based on past experience, Tesla's sales were mainly exports at the beginning of the quarter, while domestic at the end of the quarter. This price reduction subsidy may be to digest production capacity and increase delivery volume.
consumers flock to the store for consultation subsidy
After Tesla's preferential policies spread, a group of consumers attracted to the store for consultation. E-company reporter saw in a Tesla Shanghai store that the two exhibition cars, Model 3 and Model Y, were all surrounded by people. The store did not post promotional posters of this preferential policy, but consumers have a lot of consultation on subsidy matters.
"I placed an order two months ago and haven't picked up the car. I came here quickly after catching up with this event." Tesla owner Mr. Li told reporters. Some consumers also quickly placed an order after seeing the news, "The event will end in a few days. While the delivery is very fast, I placed an order for an Model3." Ms. Wang said that she had been waiting and watching for a while and chose to finally start in the last few days of the event.
"There are indeed many cars recently. After this month, there may be no such activity in the future." Tesla store sales staff told reporters that as of September 30, all Model 3 and Model Y (not officially licensed) delivered by car owners who choose to purchase Tesla in-store insurance, and the insurance types include compulsory motor vehicle insurance and vehicle damage insurance , an insurance subsidy of 8,000 yuan will be given. The subsidy method is to directly reduce the price of the car by 8,000 yuan when the final payment is delivered.
Regarding the reason for the "reduction of 8,000 yuan", the sales staff said, "At the end of the quarter, in order to sprint for delivery volume, the epidemic situation in some cities is relatively serious and cannot be delivered on time. Now it is mainly delivered in Shanghai." At the same time, the sales staff also emphasized that there are few such subsidies for Tesla this time. "Tesla is a direct-operated model, and the prices are unified and transparent, and it is not very good to have some discount promotions like the 4S store."
Tesla's official website shows that the current price of Tesla Model 3 rear-wheel drive version is 279,900 yuan, and the high-performance version is 367,900 yuan; the Model Y rear-wheel drive version is 316,900 yuan, the long-range version is 394,900 yuan, and the high-performance version is 417,900 yuan.
Tesla Shanghai Super Factory expands production again
While launching discount activities, Tesla Shanghai Super Factory production capacity is also constantly increasing. On September 19, information from the environmental information disclosure platform of Shanghai enterprises and institutions showed that the second phase of Tesla's Shanghai Super Factory (Phase I) production line optimization project was completed and commissioned on September 1, and the expected acceptance period was from September 1 to November 30.
It is understood that the total investment of the project is as high as RMB 1.2 billion, of which 85 million yuan of environmental protection investment, accounting for 7.08%. The actual construction time was December 21 last year, and the expected completion time was April this year, but it was finally postponed to September before it was officially completed.
This production line optimization project is Tesla's expansion in its existing factory, mainly expanding production capacity by increasing the pace of production.The environmental impact assessment report released in November last year showed that the production line optimization project mainly includes the expansion of stamping workshops, body workshops, painting workshops, assembly workshops and logistics operation centers.
According to Tesla's estimates, 4,000 employees will be added after the production line optimization project is completed, and the number of employees in the entire factory will reach 19,000. This production line optimization project further expands the production capacity scale of Tesla's super factory in Shanghai.
In addition, Tesla's domestic production is also increasing. Tao Lin, vice president of Tesla, said in an interview recently that the localization rate of Tesla's Shanghai Super Factory Industrial Chain has reached 95%.
Tesla's second quarter financial report for 2022 shows that the production capacity of Shanghai's factory exceeds 750,000 vehicles, making it the factory with the highest production capacity of Tesla. The industry also expects that Tesla's Shanghai factory production capacity will increase significantly after the production line upgrade.
As production capacity climbs and the degree of domestic production increases, Tesla's delivery speed is also increasing. "The main reason for this subsidy of 8,000 yuan in insurance is to digest sufficient production capacity and increase delivery volume." An unknown analyst told reporters that based on past experience, Tesla's sales were mainly exports at the beginning of the quarter, while at the end of the quarter, it was mainly domestic.
reporter learned that the Model Y rear-wheel drive version has the fastest pick-up, with a delivery cycle of only 1-4 weeks, while the Model 3 and other versions of Model Y are both 6-10 weeks or longer. The store sales staff told reporters that the pick-up cycle has been greatly shortened, and there are still existing cars in Shanghai stores, but the delivery speed has been very fast recently and the number of existing cars is not large.
The competition for new car manufacturers is more fierce
2021 is regarded as the first year of the outbreak of the domestic new energy vehicle market, and the market competition is relatively less fierce. This year, the new energy market has maintained high growth overall, but its market share has begun to change.
According to data released by the China Passenger Car Association, the domestic narrow passenger car retail sales in August reached 1.8706 million units, a year-on-year increase of 28.8% and a month-on-month increase of 2.9%; among them, the retail sales of new energy vehicles were 653,100 units, and the market penetration rate of reached 28.3%, a new high, an increase of 11 percentage points from the same period last year.
BYD topped the top of the passenger car retail sales list, while the new car-making force "Wei Xiaoli" has slowed down. In August, the sales of NIO were 10,677 units. Although the sales increased by 81.6% year-on-year, it could no longer catch up with the growth that peers often doubled; the retail sales of Xiaopeng Motors were 9,578 units, a year-on-year increase of 32.8%, a decrease from the previous month.
Tesla's total sales in August reached 76,965 units, of which 42,463 units were exported and 34,502 units were sold in the domestic market. Model Y set a monthly sales record of 62,169 vehicles in August, a month-on-month increase of 295% and a year-on-year increase of 261%.
In addition, new and new forces such as Nezha, Zero Run, Zekr , AITO, Zhiji and other new forces have also begun to make efforts, and the market share of some new and new companies has declined. In addition to the rapid offensive of new energy brands of traditional car companies, new energy products from joint venture brands are also squeezing the market space of new car companies. Some industry insiders said that among the fiercely competitive new energy vehicle companies, "disguised price cuts" may be a helpless move.
Other electric car brands also have discount activities
In fact, Tesla's "disguised price reduction" is not an isolated case, and other new car-making forces have discount activities to launch.
reporter learned from Xiaopeng Motors Shanghai store that Xiaopeng has launched a series of activities such as ordering a car and giving a battery warranty. "We are now in the event period, and a lifetime warranty for a battery will be given. In addition, there is a deposit double during the reservation period for the new car. Paying a deposit of 5,000 yuan can be deducted by 10,000 yuan." Xiaopeng staff told reporters that you can also give away a gift package worth 3,000 yuan for a new car, including inflatable mattresses, sunshades, etc.
Xiaopeng G9's "disguised price reduction" has also attracted market attention recently. In order to cope with the dissatisfaction of booking users with the price and configuration of new cars, Xiaopeng quickly adjusted the model configuration and price. After the configuration upgrade, it was equivalent to the price reduction of the G9 model by 22,000 to 30,000 yuan in disguise. "Our store should be on the G9 show next week, and the current reservation volume of this model is also good." Xiaopeng staff told reporters.
In addition, in early September, there were market news that Ideal ONE had a price reduction of 20,000 yuan and will be officially suspended in October this year.In response, the sales staff of Ideal Auto store said that the upcoming Ideal L8 may be more expensive than Ideal ONE, which is an upgraded product for Ideal ONE. "You can enjoy a discount of 20,000 yuan for the final payment of ONE now. The discount may become 15,000 yuan next month. If you have existing car inventory in the store, you can pick up the car." The salesperson said.
Industry experts believe that the "disguised price reduction" of new forces is more due to the consideration of impacting sales and enhancing competitiveness. Some industry insiders also said that terminal discounts may be to stimulate the sales of "old cars" and soothe consumer's emotions, which has little to do with the cost.
Editor: Zhu Yumeng
Proofreading: Zhu Tianting
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