概括
[Tesla’spricecutsinJapanandtheUnitedStatesareupto24%!Netizensareanxious:Whydoesn’ttheChinesemarketdrop?】TeslahascutpricesagainbutnotinChinaOnthe18thTeslaJapan’sofficialwebsiteshowedthatthepriceoftheModel3standardbatterylifeversionwasreducedby16%andthepriceofthelongbatterylifeversionwasreducedby238%OnthesamedayTesla’sUSofficialwebsitealsoshowedpricecutsSomenetizensdirectlyshoutedonTesla’sofficialWeibo:”JapanandtheUnitedStateshavecutpriceswhenwillChinacutpricesnext?”
TeslaThe price has been cut again, but not in China. On the 18th,TeslaThe Japanese official website shows that the model 3 standard battery life version is reduced by 16%, and the long battery life version is reduced by 23.8%. On the same day,TeslaThe US official website also showed price cuts.There are netizens in Tesla officialWeiboThe next direct propaganda: “Japan and the United States have cut prices, when will China cut prices next?”
During the Spring Festival holiday, Tesla will launch a special edition of 160,000 yuan. There was a lot of rumors, but it was officially denied. Currently, the price of Tesla’s official website in China has not changed. The latest data shows that Tesla’s sales in China in January have rarely fallen by 40% from the previous month, and the decline has exceeded the overall level of the auto market. “priceCan Tesla, the butcher, keep the sales mark?
The highest drop of 24% ChinamarketWill it drop?
Following the Chinese and European markets, Tesla’s price cuts have hit the US and Japanese markets. On February 18th, Tesla’s official website in Japan showed that the model 3 standard battery life version was reduced by 16% to 4.29 million yen (approximatelyRMB261,400 yuan), the long-life version is reduced by 23.8% to 4.99 million yen (about 304,100 yuan).
On the same day, Tesla’s US official website also showed that the starting price of the upgraded version of Tesla’s Model 3 standard battery life was lowered by US$10,000 to US$36,900 (approximately RMB 238,600). However, the starting prices of the Tesla Model 3 Performance high-performance version and Tesla Model Y Performance high-performance version are both raised by $1,000.
Prior to this, Tesla had cut prices twice in 2021. On January 1, 2021, Tesla announced that the Chinese-made Model Y and the new Model 3 will be officially launched; at the same time, Tesla’s official website in China shows that the Model Y long-life version starts at 339,900 yuan, compared with 488,000 yuan before. Lowered 148,100 yuan; Model Y Performance high-performance version of the starting price of 369,900 yuan, previously 535 thousand yuan, down 165,100 yuan, a drop of more than 30%.
20 days later, Tesla once again cut prices in the European market. Among them, Model 3 dropped by 2500 to 3500EUR, Model 3 standard battery life Plus price dropped from 42990 Euros to 39990 Euros.
Currently, the price of Model 3 and Model Y on Tesla’s official website in China has not yet been adjusted.On the 19th, Sino-Singapore Jingwei called the Tesla sales hotline. The operator said that they had not received any news about the price reduction, and said that today more than one customer came to consult about the price reduction news, but they have never been able to know the price reduction in advance. , So it is impossible to judge the recent situation.
How much room is there for price cuts in the future?
During the Spring Festival holiday, Tesla will launch a special edition dynamic aroused heated discussion.According to the news, TeslaGreater ChinaPresidentZhu Xiaotong stated that Tesla is developing a cheaper Tesla for the mass market, with an estimated retail price of US$25,000 (approximately RMB 160,000). Tesla will showcase this car at the Guangzhou Auto Show in November 2021. The first batch will be delivered in 2022. The car is expected to replace the Model 3.
Subsequently, Tesla responded to the media on the 14th, saying that “Zhu Xiaotong, President of Tesla Greater China, confirmed in an interview that it will launch a 160,000 yuan model” on the Internet is a false guess.
In previous media interviews, Zhu Xiaotong also bluntly said: “We have launched models made in China instead of price cuts many times.” He said, “The original imported models have price cuts. That is called price cuts. This is a brand new car. , The place of production is different, and there are three flashing Chinese characters for Tesla on the back.” “This is a Chinese-made model, which is normal for this new car.Pricing, Cannot be called a price cut. “At the same time, he mentioned that with the development of technology, Tesla’s price will become lower and lower.
After Tesla launched the domestically produced Model 3 in the Chinese market, the issue of price cuts has been a concern. In December 2019, the domestic Model 3 was launched, and the price of the upgraded version of the standard battery life was 331,050 yuan; in October 2020, the price of the upgraded version of the domestic Model 3 standard battery life was reduced to 249,900 yuan. The price of this pure electric car was reduced by 80,000 yuan in less than a year.
Tesla China also cut prices twice in half a month. On October 1, 2020, the price of the domestic Model 3 standard battery life upgraded version was subsidized from 271,55 million yuan to 249,900 yuan, and the price of the long-range rear-wheel drive version was subsidized from 344,050 yuan to 309,000 yuan. On October 13, Tesla China announced again that the Model S long-life version and high-performance version will be reduced by 23,000 yuan.
So, how much room does Tesla have to cut prices in the future?Guotai JunanSecurities said,China’sindustryThe chain advantage provides a sufficient basis for Tesla to reduce prices, and the prices of Model 3 and Model Y should have room for continued decline. Model 3 is expected to be around 200,000, and Model Y should be about 5%-10% more expensive than Model 3.
Ping An Securities also analyzed that through thecostSplit, if the bicycle maintains 25% steady-state grossinterest rateTo achieve 100%Localization rateRear,The lowest price of the domestic Model 3 is maintained at 200,000-220,000 yuan.
Guotai JunanSecurities also pointed out thatTesla’s future profit model has been very determined. The hardware price is very low, basically it can be sold at the cost price, and more through the back-end software market to charge for profit, so you can understand why the Tesla price Keep playing down.
According to Tesla’s official website, the current price of Tesla’s FSD (Fully Autonomous Driving) option is as high as 64,000 yuan.At this price, you can almost buy aMain brandcar.
Tesla’s sales in China rarely fall
However, the price cut has not yet arrived, and sales have fallen. According to data from the Federation of Travel Services, in January 2021, Tesla delivered a total of 15,484 vehicles in the Chinese market, a decrease of 35% from the previous month. Among them, the sales volume of Model 3 delivered 13,844, a decrease of 42% from the previous month.
Comparing the overall data of the auto market, the data of the Federation of Vehicles shows that in January 2021, ChinaGuoxin EnergyThe wholesale sales of passenger cars was 168,000,YoYAn increase of 290.6% and a month-on-month decrease of 20.5%.
This also means thatTesla’s month-on-month sales decline fell over the market.In 2020, Tesla Model 3 will reach the top with annual sales of 137,459 vehicles in mid-2020.Guoxin EnergyCar sales champion, and has been setting a new monthly sales high.
It is worth noting that in February, Tesla repeatedly fell into troubles such as being slapped by the State Grid and being interviewed by regulatory authorities due to quality problems.ThenXinhuanetZeng issued an article and pointed out: “Today with the rapid development of new energy vehicles, no matter how dazzling the haloenterpriseIt must be remembered that vehicle safety is always the first priority.productAfter all, quality is a prerequisite.In order to pursue sales speed, reduce thequalityThe request itself is to catch up with fish, drink poison to quench thirst. “
Tesla’s frequent price cuts have also been interpreted as a means to boost sales. In fact, on the one hand, the price cut has increased the desire of waiting consumers to buy a car. On the other hand, the price cut on the other hand brings dissatisfaction from old car owners. Therefore, Tesla is also described by some netizens as a “price butcher.”
On social media, many car owners expressed their “worry” that they encountered price cuts as soon as they picked up the car, and some car owners reported that they repeatedly confirmed to the sales that the price would not change, and within a few days of picking up the car, they saw the news of the price cut. .
Automobile industryAnalystZhang XiangzaiacceptChina-Singapore Jingwei said in an interview,Tesla’s price cuts in the United States and Japan may signalthe companyIncreased production capacity,supply chainIt has matured and has begun to enter the profitability stage, which also means that there are more and moreprofitSpace, so it will be sooner or later to cut prices in the Chinese market. But compared to retaining sales, in the long run, how Tesla retains people’s hearts is the most critical.
(Source: Sino-Singapore Jingwei)
(Editor in charge: DF142)
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