Last week, a Cybertruck suddenly appeared on the streets of Tianjin and walked around with a “green card”.
The reason for the heated discussion is that although Tesla’s pure electric pickup truck has begun an official tour in many cities in China, and even invited the media to conduct dynamic and static tests on closed roads, it can be said that there is no end in sight when it will be formally introduced and delivered in compliance.
On the contrary, the protagonist at the beginning of the article, combined with relevant news, introduced a lot of painstaking parallel imports, and completed the relevant procedures required for licensing, and the rumored price is as high as one million yuan.
In fact, when Cybertruck first stood in the middle of the stage more than four years ago, it really seemed to drop a blockbuster on the entire industry.
After all, in terms of design, it has completely broken away from the traditional definition of “car” in the main engine factory.
In the minds of many people, it is the embodiment of “intelligent vehicle of the future”.
It is precisely based on this background that as soon as the reservation is opened, it has been robbed.
I vaguely remember that at its peak, there were rumors that the order was approaching 2 million vehicles, worth nearly 100 billion US dollars.
At that time, it was generally believed that Cybertruck would become another “tipping point” for Tesla to conquer the global new energy market after Model 3 and Model Y.
However, things went against one’s wishes, and the plot did not develop in the imagined direction at all.
Perhaps it is because its own manufacturing process is too difficult, or maybe the American factories responsible for manufacturing are poorly prepared, and this pure electric pickup truck can not escape the “capacity hell”.
Even now, it is difficult to increase quantity on a large scale.
In my eyes, the difficult Cybertruck is full of Musk’s anxiety.
Hey, China, what if you come? It will be very difficult to legalize Cybertruck on the road in China.
In January this year, in response to a question from a netizen on a personal social platform, Musk threw out the opening sentence of this paragraph.
At the shareholders’ meeting of Tesla in June this year, he changed his tone and continued: “We must produce a special version in order to export.
” The changes before and after the two statements seem to show the willingness of Cybertruck to enter China, which is becoming more and more intense.
Judging from the results of the recent official tour of this pure electric pickup truck in Beijing, Shanghai, Shenzhen, Xi’an, Chengdu and other major cities, it has indeed gained a lot of traffic and attention.
What I want to say is, “according to the current domestic policies for pickups, especially new energy pickups, although there is a trend of gradual relaxation, it is not as good as ordinary passenger cars after all.
” Moreover, most people’s prejudice against pickups always exists, and their consumption habits are not well formed.
” In short, even if Cybertruck can be introduced smoothly, there is a good chance that it will not benefit much.
Homeopathy, looking at the data, the cumulative sales of all pickups in the Chinese car market last year was 326500.
At first glance, it seems that the “cake” is not small.
Can put aside those lower prices, tool properties of the low-end pickup, really belong to the higher price, play attribute of high-end pickup is very limited.
As a result, the focus will be further focused.
Last year, the cumulative sales of new energy pick-up trucks in the Chinese auto market were only 6444.
Yes, you read it right.
It’s 365 days.
Is by no means alarmist, “electrification” for the penetration of the plate, far less than the hot passenger car plate.
Without the support of “fertile” soil, the prospect of Cybertruck’s entry into China is undoubtedly ominous.
In the future, even if some of the so-called “tasting users” can be harvested, their stock will be limited.
Coincidentally, Cybertruck’s overseas exploration trip located in the European market can also be described as a variety of challenges.
In addition to the need to solve the problem of compliance, weak demand is also a pain point that Tesla can not avoid.
In any case, before we go to battle, we will not occupy “the right time and the right place”.
Then a new question arises: “if it’s so troublesome, why does this American new energy car company bother to make Cybertruck a global car?” Isn’t it good to harvest leeks one by one in the local market? ” In my mind, the answer is very simple.
Continue to take the Chinese car market as an example, under the siege of many independent brands, Tesla quickly fell into a quagmire.
Compared with the impact on the sales level of its two main models, Model 3 and Model Y, the erosion of the brand level is even worse.
In other words, Tesla in the past was synonymous with “science and technology pioneer” without any controversy.
But now, the halo of the body has slowly faded.
As an argument, Model X and Model S, which mainly focus on high-end people in the first half of this year, sold only 828,156 vehicles in China, which can be said to be exhausted.
To sum up, the task of Cybertruck is more like reshaping the image of the entire company and getting back what belongs to it.
However, the bigger question comes to the stage: can it really work with such a pure electric pickup truck? If the role played by Cybertruck overseas is more of a glamorous “face-saving project”, then the role played in the United States is a “mainstay” that cannot be lost.
After all, last year alone, the cumulative sales of pickups in this segment reached a very exaggerated 2.
87 million, with an increase of 5.
82% compared with the same period last year.
It is no exaggeration to say that it is not only a seemingly delicious “cake”, but also a piece of “fat” that can really make car companies eat and support.
And for a long time, the domestic pickup market in the United States has been dominated by traditional giants such as Ford, General Motors and Toyota.
Among them, Ford won 750000 vehicles last year by relying on the F-series alone.
Precisely based on the above background, Tesla, who is eyeing covetously, must hope to bite off a piece of them with the sharp tusks of Cybertruck.
To put it bluntly, it must be impulsive.
But as mentioned at the beginning of the article, this pure electric pickup can not escape the “capacity hell”.
Even now, there is still no full output.
Unexpectedly, another “episode” in June completely tore off the “fig leaf” of Cybertruck.
Tesla recalled a total of 11688 Cybertruck vehicles from November 13, 2023 to June 6, 2024, according to the National Highway Traffic Safety Administration (NHTSA).
As for the cause of the recall, the one-arm wiper of these vehicles may have faults, and excessive current will lead to the failure of the wiper motor controller, which in turn affects the normal performance of the wiper.
Work increases the safety risks of driving in rainy days.
, Compared with the recall itself, my focus is more on,”What? In more than half a year, Tesla delivered more than 10,000 Cybertrucks? With so many orders, what’s the use of not building a car?” Combined with the “disclosure” of the National Highway Traffic Safety Administration, I increasingly feel that the production capacity of this pure electric pickup truck is far worse than expected.
Even though Musk once revealed,”We have achieved our goal of producing approximately 1300 Cybertrucks per week, and we are expected to increase to 2500 per week by the end of 2024, with a monthly production of approximately 10,000.
“, It is expected to hold a mountain of orders, but it is still “a drop in the bucket”.
Correspondingly, the delivery cycle is infinitely prolonged, which will inevitably lead to a crazy loss of potential customers.
Just last week, Tesla suddenly announced that it would stop accepting orders for the entry-wheel-drive Cybertruck.
It is reported that the model was originally scheduled to be delivered next year and is priced at US$60,990 (about 438,000 yuan), making it the cheapest model in the Cybertruck series.
At the same time, Tesla adjusted the price increase of its four-wheel drive version and three-motor version of Cybertruck.
Among them, the price of the four-wheel drive version has been raised from the original US$79,990 (approximately RMB 571,000) to US$99,990 (approximately RMB 718,000), and the price of the three-motor version has increased from US$99,990 (approximately RMB 714,000) to US$119,990 (approximately RMB 861,000).
In addition, the cruising range has also been adjusted.
The battery life of the four-wheel drive version has been reduced from 320 miles to 301 miles, and the battery life of the three-motor version has been reduced from 340 miles to 318 miles.
In this regard, some industry analysts believe that it may be related to lower-than-expected demand for this model.
Tesla’s series of slightly magical operations against Cybertruck somehow made people feel helpless.
“Since the production capacity is too high, it is better to increase the gross profit of bicycles and make every profit you can make.
” For the savvy Musk, it is never allowed to “measure money and waste both” under balance.
But in my heart, I feel increasingly determined: “Cybertruck, which is full of difficulties, is more like a microcosm of Tesla’s situation this year.
After experiencing the rapid running before, due to various internal and external troubles, the backlash effect is particularly fierce.
“, In short, it is time to test whether this American new energy vehicle company can regain its footing.
Again,”A trough is not terrible, what is terrible is losing the belief to rush out of the trough.
“, Next, how Tesla develops? Let’s cut and see.
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