“Lei Boss, I think our millet SU7 has already competed with Model 3.
Do you think we have a chance for L60 to match Model Y?” “you won’t even let me test-drive it.
” “you can play just by looking at your appearance.
I’ll let you test-drive it next time.
We still put a lot of thought into it.
” On May 20, Beijing time, a special node full of love, the two hot “traffic bearers” Li Bin and Lei Jun in the Chinese car circle had a meeting.
Their common goal is Tesla, who has made a lot of money in China in the past few years.
Standing at that node at that time, the American new energy car company was suffering from a serious “water backlash”.
If you look at the retail sales figures for Model 3 in April alone, there are only 5065 vehicles.
In contrast, Xiaomi SU7 was successfully dismounted by virtue of the delivery performance of 7058 vehicles.
Therefore, there is an opening dialogue.
But in the eyes of more onlookers, Model 3 is just experiencing the so-called “shock”.
Whether Xiaomi SU7 has won or not is definitely not a foregone conclusion.
In the following May and June, domestic sales of Model 3 quickly rebounded to 15230 and 18151, while Xiaomi’s SU7 was 8646 and 14296.
Victory, no doubt returned to the hands of Tesla, Model 3 still occupies the dominant position of 200000 yuan-300000 yuan new energy car.
But just this past July, the war situation changed again.
The crazy output of the Xiaomi SU7 once again beat the 9928 vehicles that were slightly weaker at the beginning of each quarter, with a performance of 13120.
In the face of such alternating leadership, some of the views in mind become more and more certain.
The glory days of Model 3, first of all, throw out a question: “what is the peak monthly sales of Model 3 in China?” Homeopathy, look at the relevant data, pointing to 30919 vehicles in September 2022.
So, do you think you can go back? I believe that the subtitle of this paragraph is the answer in the minds of many people.
Although at this stage, Model 3 can still be regarded as a “popular style in the industry”, it can no longer be compared with the once dominant and unshakeable initiative.
Even though she came out shyly last year and came out with the “coruscating new version” that the outside world had been waiting for, this year it was a direct official reduction and a “five-year zero interest” attempt to stimulate potential customers, but the feedback from the terminal is not as enthusiastic and ideal as expected.
In fact, Model 3 lost twice a month to Xiaomi SU7, which is actually a microcosm of its gradual “decline”.
As once mentioned: “the entry of the latter, like a burning flame, thoroughly ignited the dry firewood around the former, while the long-standing siege of other independent new energy cars made these dry firewood accumulate.
” In other words, the common siege is the key to bringing Model 3 down from the altar.
In addition to Xiaomi SU7, there must be Xiaopeng P7, ET5 family, Biadihan family, BYD seal family, Nezha S, Zero run C01, Deep Blue SL03, Avita 12, Zhijie S7, Polar Krypton 007, Geely Galaxy E8, Lecker 07, Zhiji L6.
And like Ji Yue 07, Linke Z10 and Xiaopeng P7 +, they are also about to enter the stadium one after another.
Roll, really roll, roll to suffocation.
” At the moment, it is not too much to use the above sentence to describe the new energy car market of 200000 yuan to 300000 yuan.
It is becoming more and more difficult for Model 3 to get a piece of it.
Of course, apart from the impact of external competition, internal constraints can not be ignored.
I wonder if you have noticed that a situation is happening frequently: many consumers who have a budget of more than 200,000 yuan and are ready to buy a new energy car will always put Model 3 on the candidate list first, but then will kick it out in round after round of bidding with independent players.
The root cause of the reflection is that its advantage in the level of comprehensive product power is being rapidly eroded.
Coupled with the brand halo is not as dazzling as before, unless it does not buy the days have passed.
Looking deeper, Tesla, as a global car company, the development rhythm and push nodes of all its models are basically fixed.
But now the situation is that, in the European and American markets, without a generation change for a few years, we can still kill all sides unscrupulously.
When it comes to the Chinese market, many competitors wish to take half a year as the iterative cycle to nibble and snatch the “cake”.
The “fragmented” environment makes Tesla seem very tangled, which is also the essence of the hindrance of Model 3.
Model Y really can’t afford to lose.
“Model 3 can lose, but Model Y can’t afford to lose.
” As long as you understand Tesla’s current situation in China, you should understand the deep meaning behind the above sentence.
To put it more bluntly, the base of the Model 3 has been shrinking since its peak in 2022, and the key to the new energy car company’s ability to stay ahead of the trend is to sell pure electricity SUV–Model Y.
After all, bright numbers don’t lie.
In terms of the latter’s contribution in the first seven months of this year alone, retail sales reached 29912, 22537, 47917, 26356, 39985, 41110 and 36299 respectively.
Among them, it even won the “monthly sales of single model” in China’s auto market many times.
So a new question arises: why can Model Y be so strong? To be fair, there is almost no pure electric SUV that can really compete with 200000-300000 yuan, which seems to occupy a large part of the reason.
To continue to take the past July as an example, Model Y is followed by new energy players such as ideal L6, question M7, Tang DM, Zero run C11, and question M5, with the help of “fuel tank”.
The target customer groups between the two sides do not completely overlap.
It is precisely based on this background that Model Y has been able to be in a more “blue ocean” segment for a long time, carrying out as many harvest orders as possible.
But in my opinion, it is very similar to the shock suffered by Model 3, and its good days may also be coming to an end.
Because it has already started in the second half of the year, there will be a number of independent pure electric SUV that are entirely aimed at Model Y.
Apart from the L60 mentioned at the beginning of the article, the other two to be underestimated are Polar Krypton 7X and Wisdom R7.
In addition, the second product of Xiaomi car should not be ignored.
It must be admitted that these “four little dragons”, no matter from the product definition, or the technical reserve, including the brand halo, have the real strength to fight with Model Y.
To be rational and objective, when they are all sold and the production capacity climbs smoothlyThe group offensive formed by not blowing it off is really a problem for Tesla.
Even if the Model Y cannot be completely defeated in the end, it should not be a problem to grab orders for more than 10,000 vehicles a month.
, Moreover, according to Musk’s spoiler, the “updated version” of Model Y will definitely not come this year.
Somehow, I always feel that the admission of these “four little dragons” gradually has a hint of “taking advantage of your illness and killing you.
” From this, I can’t help but imagine that if the remaining share of the Model 3 continues to shrink and the position where the Model Y holds is in jeopardy, Tesla will have even more difficulty in China.
Writing here, the article is gradually coming to an end, and finally brings out a set of data.
According to the weekly list released by Ideal, Tesla has sold a total of 15,500 new vehicles in the past seven days, ranking behind BYD among all new energy brands, and surpassing BBA among all luxury brands.
Faced with such a performance, there will definitely be readers questioning the tone of the manuscript and shouting the famous slogan,”I have never won online, and I have never lost sales.
” As a retort, what I want to say is: “Wait a little longer, time will prove it.
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