Tesla is about to start "rolling". I don’t know when it started, in the narrative system of new local car-making forces, people seem to no longer think that Tesla is a competitor.

Source: Huxiu.com Author: Zhouda

Tesla is about to start "volume".

Huxiu Auto recently learned exclusively through multiple sources that Tesla domestic models Model 3 and Model Y will undergo significant price reductions. Sources told Huxiu Auto that the price reduction of Tesla's main sales model Model Y in China is expected to reach 40,000 yuan, and eventually the starting price of Model Y rear-wheel drive model may drop to 270,000 to 290,000 yuan.

didn't know when it started. In the narrative system of new local car-making forces, people seem to no longer think that Tesla is a competitor. But in fact, the price changes of the global electric car giant will still have a severe impact on the entire market.

especially when its products are lowered.

In fact, the news that Tesla is about to reduce its price has had a certain impact on the pricing strategies and rhythm of the new products released by Xiaopeng and Ideal. The former significantly modified the SKU the second day after the new car G9 was launched, while the latter mass-produced the L8, the replacement product of Ideal ONE, nearly a year ahead of schedule.

Despite the changes, Tesla is still the benchmark for luxury smart electric vehicles. But when the leader was forced to fight back and broke out, his power was beyond what an ordinary "little brother" could bear.

Tesla price reduction: 3 and Y are no longer possible?

"According to our research data, the average number of users entering the store in Tesla stores has dropped by 50% compared with April and May this year, from 30 to 35 batches per day to 15 to 17 batches." Sun Shaojun, founder of Chefans, told the author, "The independent brand has developed too fast, which has forced Tesla to a corner."

Judging from the car pick-up cycle of Model 3 and Y, the data is indeed the case. The domestic Tesla, which once had to wait for 4 or 5 months to pick up the car, has now been compressed to about 100 days. In fact, the Model Y rear-wheel drive version (lowest configuration) with a starting price of 316,900 yuan has only 18 days to pick up the car.

In fact, Tesla has already cut prices in disguise since September 16. The company announced on the same day that all new cars, show cars and non-new (i.e. test drive cars) Model 3 and Model Y owners delivered between September 16 and 30 can enjoy a discount of 8,000 yuan when paying the final payment as long as they purchase full insurance in the store.

At that time, Huxiu Auto interviewed industry personnel. They analyzed that the main purpose of this method is to "steal customers from scalpers, use discounts to encourage users to pay the final payment as soon as possible, so that the order is to achieve conversion."

Now, this move is also likely to be Tesla testing the upcoming significant price cuts. After all, Tesla's sales in China in the second quarter of this year have dropped from 310,000 in the first quarter to 254,700, a drop of up to 18%. Especially the main model Model 3, the national sales volume from January to August this year was 68,120, a year-on-year decrease of 26.5%. In August, the car had only 3,847 insurance volumes.

However, in the Chinese market, SUV is the leading model, and the same is true for Tesla. In the Chinese market, a total of 174,000 Model Ys were delivered from January to August this year, which is nearly three times that of Model 3, and it is responsible for Tesla's China's " cash cow ".

. For a long time, this car has been a strong competitor for electric cars such as Zeikr 001, NIO ES6/EC6, and even extended-range smart cars such as Ideal ONE. Of course, the Model Y is also "rolled" by the models behind it.

Nowadays, news of Model Y's price reduction is coming, and many new energy vehicle companies are likely to be studying how to adjust their sales policies. In fact, this speculation is not groundless. After all, the price was not released when NIO released EC6 in 2019. At that time, NIO President Qin Lihong claimed, "Next year, there will be a new car with the same excellent Tesla Model Y, and please allow us to retain some flexibility."

However, now the main models on sale of NIO SUV have reached the price range of more than 350,000 yuan, and ET5 and ET7 are both sedans. Y's price reduction will not have much lethality to NIO in the short term.

However, Xiaopeng was completely panicked.

The panicked Xiaopeng and G9's magic operation

On September 21, the long-heated Xiaopeng G9 was officially launched, with a price range of 309,900 to 469,900 yuan. For Xiaopeng, whether it is product level, intelligent configuration, or price and positioning, G9 is the company's well-deserved flagship model. However, it is this car, Xiaopeng Motors is on the market. The SKU of G9 was greatly modified within the time. Not only did the "beggar version" model be cut off, but the configuration, discount and name of all models were changed.

The reason is that there are big problems with Xiaopeng Motors' own product pricing strategy.

In this regard, Sun Shaojun shared with the author the data feedback collected by the Chefans team from Xiaopeng Motors' front-line sales: the number from small fixed to large fixed is 3,000 in 12 hours, accounting for only about 10% of the overall order volume.

"Frankly speaking, this quantity is not enough. There are 20 to 30% of ordinary car companies. "Sun Shaojun said to the author, "What's even more serious is that there is a clear refund, accounting for about 7 to 8 of the overall proportion. The SKU of G9 has obviously failed and the manufacturer panicked. "

Hi Xiaopeng was also "panicked". At the media communication meeting on the morning of the press conference, He Xiaopeng, who was almost sleeping, said to the media that he would promote the internal team within 1 to 2 days to adjust the issues reported by users. On the afternoon of September 23, Xiaopeng Motors released the above price adjustment plan. The 570G version that cannot be selected for music cockpit and XNGP was removed, and other types of models also underwent price reduction and configuration upgrades to varying degrees. The configuration released by

" was not fully investigated for user needs, which caused a misjudgment. "Sun Shaojun said, "The marketing team tried to use single and double motor solutions to cover the car purchase group with a budget of 330,000 to 440,000 yuan, and used two optional packages to increase the premium. However, the early Xiaopeng promoted configurations including 4C ultra-fast charging, XNGP assisted driving and music cockpit, which mostly required optional configurations, which violated user expectations. "

Fortunately, He Xiaopeng did not have much luck. Under his own promotion, Xiaopeng completed the almost unprecedented "change SKU on the third day of the press conference" in the automotive industry, and G9 received "redemption". However, with the Tesla Model Y is about to reduce the price, and the next difficulty for Xiaopeng Motors is nearing.

According to Xiaopeng Motors' mid-2021 financial report, although the company's automobile sales revenue increased by 118% year-on-year in the first half of the year, the loss increased by 122.21% year-on-year, and the net loss amount reached 4.402 billion yuan. Among them, the gross profit of selling cars was 9.7%, while the same period last year was 10.6%.

Therefore, G9 has become a battle that Xiaopeng cannot lose. After all, its main model, P7, is about to be replaced, and sales have declined for three consecutive months. P5 is 20 The market below 10,000 yuan was jointly encircled by Leapmotor C01 and Changan Deep Blue. Xiaopeng, the three new car-making forces, has the lowest average selling price, and the future is not optimistic.

was written at the end

In fact, it is not just Xiaopeng who is sad. Wei Xiaoli has always regarded himself as an ideal of Apple , and his recent days are also not good.

After experiencing the decline in sales of ideal ONE and is about to be discontinued, L9 air suspension is rumored to have a fault, Tesla Model Y's upcoming price cut has also become one of the reasons that forced the company to release Ideal L8 in advance. In fact, the founder and CEO of Ideal Auto - Li Xiang himself, has announced the product sizes of L8, L7 and even L6 on his Weibo in advance. Their direction is obviously self-evident.

is actually not just Wei Xiaoli. The chill brought by Tesla to China's smart car industry has also affected other companies. Recently, Avita has also recently launched new preferential policies.

Whether it is users who purchased the limited edition Avita 011 or the regular version of Avita 11, everyone has obtained the rights to the first owner's lifetime free vehicle and three-electric warranty. In the latter, which is the main sales model, users also obtained new rights and interests in free high-level intelligent driving and personalized option funds.

Time has come to the present. At that time, the new Chinese car-making forces who "don't take Tesla seriously" in their own discourse system on the grounds of "understanding the Chinese market better", are all moving towards the news in the face of Model Y's price cut. This makes us wonder whether after several years of development and competition, have the new car-making forces established a deeper brand moat in addition to "cost-performance ratio".

After all, Musk is an entrepreneur who is determined to turn Tesla into the "Ford" of the electric vehicle industry. In addition to cheaper prices and richer configurations, new Chinese car-making forces need stories and labels that users recognize more.