There is no doubt that in recent years, major domestic new energy vehicle companies have been working hard on their own products to the high-quality and high-end route. But Tesla seems to want to win all the mid-to-high-end markets.
20 Tesla battery day, Musk once said that they plan to build a new model of $25,000 in three years. Two years have passed, and there seems to be not much news about this new car of $25,000. Finally, the media couldn't sit still. In an exclusive interview, some media asked Tesla's investor relations director Martin Weicha about the new car. Martin Weicha said: Tesla hopes to launch a more affordable electric car. Moreover, before promoting self-driving taxi services, Tesla does need to provide a cheaper electric car, with the price of this model expected to be around 160,000 yuan.
With this statement from Martin Vicha, the loyal Tesla fans who like Tesla and have tight pockets seem to have more expectations.
I don’t know how tolerate Tesla from other parts of the world, but domestic users can be said to have considerable tolerance for Tesla. First, Tesla does have its own technical advantages and product competitiveness in smart high technology and intelligent driving. Second, as an American brand, Tesla itself has an advantage over domestic brands. However, with the frequent problems in Tesla's autonomous driving, coupled with the continuous improvement of domestic new energy brands' technical strength and product competitiveness, Tesla's advantages in the domestic market are constantly shrinking. This can be seen from the sales data. In the first half of this year, , BYD, , just snatched Tesla's sales champion. Although Tesla has a wide range of users around the world, as a mainstream consumer market, the Chinese market with a huge base advantage is still valued by Tesla.
Tesla can't wait to come up with a car that can quickly bring about sales growth. This car must be able to be consumed by ordinary consumer groups with a large base. Only by volume can it bring about fundamental quantitative change, rather than being limited by higher-priced high-end routes.
In addition, the high-end routes are indeed becoming more and more crowded. NIO , Xiaopeng , and Ideal recently launched new models ES7, G9, and L9 are all high-end routes, with the price of cars ranging from 300,000 to 550,000 yuan. In addition, Avita , Zhiji and other traditional car companies and Internet car manufacturing are all taking the high-end route. Under such fierce competition, the high-end market is limited by the payment ability and its user base is relatively narrow. Therefore, it has to be said that Tesla's new models are indeed a good strategic choice for the mid-range market. If the product's competitiveness is not too bad, it should be very easy to sell.
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