Recently, I have been impressed by two things in the Chinese car circle.
The first thing is the ongoing Chengdu auto show, although somewhat dull on the whole, but looking at the subdivision of the plate, with such polar krypton 7X, Avita 07, intelligence R7 have come to the stage, coupled with the Ledao L60, which is a pity that the arrow is on the line, there is no doubt that the new energy medium-sized SUV market has suddenly gained strength.
Their common enemy is directed at the mass murder of Model Y.
On the other hand, Tesla has just released her report card in August.
In such a convoluted environment, it unexpectedly reached a new high this year, with a total of 86697 new cars sold, an increase of 17% over the previous month.
Of these, the US car company’s retail sales in China reached 63000, up 37 per cent from the previous month.
Further split, the retail sales of Model Y in China reached 45000 vehicles, continuing to remain the best-selling model in the domestic passenger car market.
Looking back and forth, this is the next topic we want to discuss: is this encirclement and suppression campaign really feasible? In fact, for a long time, China’s auto market as the “Model Y killer” of new energy medium-sized SUV emerge in endlessly.
But in the end, it turns out that it is often “loud thunder, little rain”, almost without any pressure and impact on it.
The situation is so ruthless and cruel.
Homeopathy, leaving aside August, the retail sales of Model Y in China in the first seven months were 29912, 22537, 47917, 26356, 39985, 41110 and 36299 respectively.
Although there are some fluctuations, the output is basically stable, and even rushed to the 50, 000 mark at one time.
And now, as Tesla continues to offer a “five-year zero interest” car purchase policy, to a large extent, he has harvested some of the hidden passengers who were still on the sidelines.
At present, the status of Model Y is still difficult to shake because of being reasonable.
Buying Model Y is like buying iPhone.
With the groundwork for the beginning of the article, this paragraph would like to talk about why Model Y is so popular with consumers and become a well-deserved popular style in China’s auto market.
, outside and inside, two parts of the reason.
First of all, it must be admitted that there is no decent rival for a long time before the market segment of about 250000 yuan in Model Y’s main selling version.
In other words, Model Y has always been able to harvest in the relatively easy “blue ocean”.
Coupled with the growing tide of electric transformation of the whole market, a large number of traditional fuel vehicle users have the demand of additional purchase or exchange, so Model Y has naturally become the first choice.
Of course, in addition to the promotion of the external environment, its own prominence is the essence.
It must be admitted that although it has been launched for a long time and has not ushered in a replacement for a long time, only some “minor fixes” have been carried out, but Model Y is still very balanced in many dimensions, such as three-power system, battery life authenticity, energy consumption performance, brain module maturity, driving texture including energy supplement system, and so on.
At the same time, after many official reductions, the price is also within the range that everyone is willing to accept.
To sum up, it is the same saying, “it takes a good blacksmith to make good steel, which makes sense behind the hot sale.
” To take a less appropriate analogy, “referring to the smartphone market, Model Y is more like iPone to some extent.
Although in terms of screen quality, camera ability, charging speed, battery size, call signal and so on, the parameters are indeed better than those of domestic manufacturers who have been desperately running, but with each launch, there are still a lot of losers who are willing to spend a lot of money on it.
” Is it all easy to cheat? Are all the leeks cut? Rationally and objectively speaking, on the one hand, due to the excellent comprehensive use experience of iPone, coupled with the tight matching of Apple ecosystem, consumers can be firmly surrounded.
on the other hand, the brand has its own so-called halo, which can not be ignored.
Model Y also fits well with these two points.
It is no exaggeration to say that if you spend more than 200,000 yuan on a domestic new energy medium-sized SUV, there must be no shortage of people asking reasons and even hearing some skeptical voices.
On the other hand, if you buy a Model Y, even if it does not seem to have any personality and innovation, the probability of “bumping into a shirt” on the street is extremely high, but it is definitely the safest, most cost-effective, least error-free choice, and the explanation cost is extremely low, saving a lot of unnecessary trouble and having a certain degree of self-confidence.
In addition, the direct operation model adopted by Tesla, as well as the very direct SKU, are also helping to promote the rise of Model Y.
After taking up the “climate, geography, and harmony of people”, it has formed a certain positive cycle, from potential energy to sales energy, rolling more and more.
In other words, Model Y seems to be completely in the most comfortable rhythm.
But even so, it doesn’t mean you can rest easy next.
Can not pull down the altar, but also have to tear a piece of meat, in September last year, she came out shyly, Model 3 finally welcomed the “Huan new version”, the overall configuration has been upgraded to a certain extent.
Homeopathy this year, everyone thought that Model Y would catch up quickly.
However, the direct denial of Musk, the “helmsman” of Tesla, undoubtedly broke the expectations of the outside world.
As everyone knows, just last week, the plot of the story ushered in a new development.
According to news, the new version of Model Y will be officially launched in China in the first quarter of next year, involving adjustments to its appearance, size, interior, self-driving hardware and battery pack capacity, and a new version of seven seats will be launched in the fourth quarter of next year.
And the implication I read from it is more like facing the collective encirclement and suppression of this independent brand, Model Y really feels the pressure.
After all, the production power of Polar Krypton 7X, Avita 07, Wisdom R7 and Ledao L60 can be said to be the top existence of Chinese mainframe factories in new energy medium-sized SUV.
Within a reasonable cost range, it is not excessive to describe it as “armed to the teeth”.
In fact, from the beginning of the project, the target of the above-mentioned “four Little Dragons” is Model Y.
More exquisite than it, more spacious than it, more luxurious than it, stronger than it, know more about consumers than it.
Even in the face of the new version of Huan next year, I am still ready to face the hardness and arm wrestling.
At the same time, it is slightly different from those “Model Y killers”.
The “four Little Dragons” in their own brand level, have also harvested the widespread recognition of end consumers, and further flattened the gap with Tesla.
And predictably, in order to pull Model Y down from the altar, they are sure to show enough sincerity, determination and pertinence at the sensitive price of the diver.
The upcoming press conferenceOn the other hand, they will also “pull and step” the former without concealing it.
, Because of this, it is by no means alarmist.
Model Y is undoubtedly facing the most severe battle since entering China.
At this week’s topic selection meeting, colleagues around me once raised another more concrete topic: “What impact will this encirclement and suppression have on Model Y?” The answer I gave was: “The wolves will definitely tear a piece of meat off.
“, To put it more bluntly, the steady-state monthly sales of Model Y, based on the updated version of Model 3, which serves as a lesson from the past, are likely to drop by 10,000 to 15,000, and eventually stay at around 20,000 to 25,000.
Moreover, what you need to know is that in the new energy mid-sized SUV market, there will definitely be a steady stream of latecomers pouring in, and the “blue ocean” has already turned popular in an instant.
The future of Model Y is full of unknowns.
, However, according to Tesla’s usual style of behavior, it will inevitably not allow its well-deserved “main player” in China to fall into a quagmire that cannot extricate itself.
In order to maintain its inherent share, it can only become more bloody.
So, what will this American car company do? I believe many people know this.
As the war intensifies, the pattern of this segment will continue to change and reshape.
As for who will be the final winner? Everything is hard to say.
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