“Xie Baoqing, Xie Baoqing, why are you messing with him, Li Yunlong?” At the beginning of the article, the reason for throwing out the above slightly abrupt sentence is mainly to witness Xiaomi’s aggressive momentum and heartfelt feelings after the press conference last night.
You know few people are rivals of Lei Jun in playing with public opinion and marketing.
, itself, Zhiji L6 chooses the millet SU7 benchmark with the largest flow in the industry, which is a very risky thing.
On this basis, they also take the initiative to make mistakes and make mistakes that others are proud of, leaving people with a handle for accurate counterattack.
In the end, he picked up a stone and smashed it on his foot, which was quickly eaten back by the flow.
From the point of view of onlookers, I would like to say: “for all Chinese new energy car companies, compared with slightly smaller guns, they should be consistent with the outside world more often.
” Just like at Xiaomi’s SU7 press conference, Tesla Model 3 was mentioned fairly and repeatedly in detail.
After all, only from the current sales data, the latter is the real “devil”.
This past March, according to the data presented by the Federation of passengers, Tesla’s wholesale sales in China reached 88869, minus 12206 exports, and domestic retail sales were 76663, an increase of 16.
6 percent over the same period last year.
In terms of models, the wholesale sales of Model Y reached 61667, continuing to rank first among the single model sales in China.
Model 3 also occupies a very strong position in the pure electric car market.
However, the above positive, still can not cover up the decline of Tesla in the first quarter of 2024.
Combined with the terminal report card, more than 433371 new cars are produced, which is basically in line with the expectations of the outside world.
However, at the crucial delivery level, there was a complete “blood avalanche”, with a performance of only 3.
8681 billion vehicles, a year-on-year decline of 8.
53%, and a month-on-month decline of more than 20% to 20.16%. It was not only well below the 457000 previously speculated by Wall Street analysts, but also the worst performance since the third quarter of 2022.
As for the poor delivery level in the first quarter of 2024, Tesla gave the following reasons.
For example, the Fremont plant in California is upgrading its production line with a refurbished version of Model 3.
for example, the plant in Berlin, Germany, was set on fire, resulting in production stagnation.
or, for example, the conflict in the Red Sea has largely led to shipping problems.
But in my eyes, the most fundamental reason is that due to the weakening of comprehensive competitiveness, the products on sale are all under attack, and the pressure of order growth is obvious.
The gap between capacity and sales in the first quarter of 2024 also sent its inventory index skyrocketing.
The two figures were subtracted, reaching an unprecedented 46561.
Such a situation has almost never happened to Tesla, who is always proud of making on demand.
Once upon a time, the American new energy car company would only be in short supply.
now it has to face a situation of slow sales.
Judging from the recent remarks made by Musk, his helmsman, a strong sense of anxiety can also be read.
Then a new question arises: since the increasingly difficult test cannot be avoided, how on earth should the protagonist of today’s article break the situation? Perhaps the only answer is to cut prices as soon as possible.
In fact, a few days ago, Tesla announced a limited time and low interest exchange policy for Model 3 and Model Y in China, and introduced the preferential policy of “zero interest” car purchase by installments for the first time.
Specifically, the latest models of Model 3 and Model Y ordered before the end of April can enjoy a maximum of 0 interest for 3 years or ultra-low interest for 5 years.
If you participate in the official exchange, you can enjoy a concessionary policy of zero interest for up to five years or even superior and low interest rates for five years.
After the salvage value of the old car used for replacement is offset by the down payment, you can even enjoy “0 down payment and 0 interest” to buy a car.
However, the disguised benefits mentioned above have always been limited to stimulate potential consumers.
Earlier, the global price increase of 5000 yuan for the entire Model Y system has strengthened the conviction that this new energy car company in the United States is bound to make a substantial “official cut.
” This is not, just recently, Tesla suddenly started to act in the local market.
Without any hesitation, the price of Model Y was directly reduced.
Of this total, the rear-wheel drive version is reduced by $4600 to $41390, and after adding the US electric car tax credit, the price is only $33890, while the long-range version and the high-performance version also have an amazing $5000 discount.
Behind this move, there is no doubt that Tesla is determined to give up profits and pursue sales to a certain extent.
By contrast, people are more concerned about when the domestic Model Y will be synchronized.
Homeopathy, open Tesla China’s official website, now the price of the rear wheel drive version is 263900 yuan, the long-lasting version and the high-performance version are 304900 yuan and 368900 yuan respectively.
Take the rear wheel drive version of “the main force of the order” as an example, after deducting the discount of US $4600, equivalent to about 33,275 yuan, the price will be only 230625 yuan.
There is no doubt that if the boots really hit the ground this month, then the competitiveness of Model Y will increase geometrically, setting off a greater bloodshed.
After all, at 260000 yuan, it has become the top seller of a single model in the Chinese car market, not to mention 230000 yuan.
Moreover, do not forget, “now more than 200,000 yuan of pure electric SUV, the product power has almost come to an end, regardless of its 800V, lidar, long range, large space, in a very limited cost space, have been on the bus one after another.
In contrast, consumers’ perception of the brand level is the decisive factor in whether they are willing to pay in the end.
” As stated in the above point of view, in addition to the balance of product power, the biggest long board of Model Y is the brand Tesla.
After years of deep ploughing, it has successfully left a deep-rooted and positive image in everyone’s mind.
On this basis, plus a very sincere price, Model Y will still be difficult to find competitors.
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