I quickly forwarded it to Tianyu, who asked me about the uneconomical purchase of Tesla at the beginning of the year. At the beginning, I swore to her that "as long as God doesn't squat, the price of edamame 3 will definitely be reduced!" Tianyu's sister said that she was puzzled. Can she reduce the price even if it is less than 300,000? Are you kidding? Believe it or not, as long as you can wait, Tesla will not let you down.
In less than half a year, the price was indeed reduced.
All over the world, all leeks?
In fact, a few days ago, the industry has been rumored that Tesla's new Model? 3 The price will be reduced to around 250,000, but I don't really believe it will be so strong. Tesla did not explain the reason for the price reduction in the news release, but simply wrote "Thanks to advanced software technology and performance optimization, the updated Model? 3 The cruising range of the upgraded version of the standard cruising range has been effectively improved by more than 20 kilometers. Under the national standard working condition, the comprehensive cruising range reaches 468km, and the top speed is? 225? Km/h, the acceleration time of 100 km is only? 5.6? Seconds. "
It's not important to tell the truth, but it's hard to avoid wondering whether Tesla is a true conscience or a leek-cutting behavior when the price drops below 250 thousand at once. After receiving the news, some Tesla owners said that "no one can run on the way to success!" The fat first crop of leeks, watching the small leeks that have just been cut out, reveals a strange and comforting smile ... "
In the face of the dissatisfaction of "leeks", Tesla said that it would give certain compensation to prospective car owners in strict accordance with the compensation standards that have been formulated before. The reference standards are "within 7 days" and "within1500km", whichever fails to meet the requirements first will be counted, and the owner will lose the qualification to return the car or get super charging compensation.
In this regard, Tao Lin 1 October 1 day, vice president of Tesla's external affairs, specially added: "1,continuously enhance the product strength, at the same time, the price is more close to the people, and everything is open and transparent. 2, to maintain a false high public price, the actual transaction price is reduced by various ways, and the price of products bought by everyone is not the same. Which is more difficult? 1 is strength, and the second is routine. There are too many sales methods in the automobile industry for so many years, and Tesla just wants to break this routine in the most frank and direct way. The ultimate benefit will be the vast majority of consumers. "
10.3, Tao Lin sent a reply to Weibo again, saying, "Price adjustment is a highly confidential work. Except for a very small number of employees who participate in price measurement, all colleagues know the information of price adjustment almost at the same time as consumers, so there is really no situation in which staff deliberately conceal and mislead consumers. "
To tell the truth, I think Tao Lin's remarks are somewhat reasonable. It is normal for the bottom employees not to know that the price reduction is normal, otherwise the terminal sales will definitely be paralyzed. I also tend to believe that unsuspecting bottom-level employees will not hide information. But just half a year ago, Tesla officially promised that there would be no similar price cuts within two years. Isn't this a complete slap in the face? Isn't the face of sales called face, and the official face is not called face?
Will Tesla's official news in the future be that we should just fart? Since you have the ability to suddenly cut prices again and again, don't mind the jokes made by the majority of netizens.
I still remember that some media said that Zhu Xiaotong, global vice president of Tesla and head of Greater China, was quite concerned about the evaluation of "cutting leeks". He forbids employees to say the word "leek" internally, and if found, he will be fined 10 yuan once, with no cap on it; At the same time, he also banned foods containing leeks, such as leek buns and leek jiaozi, from Shanghai supermarkets.
Although Tao Lin later responded that our canteen has jiaozi stuffed with leeks. But everyone's concern is obviously not limited to food. At the beginning of this year, when Tesla cut the price to less than 300,000 yuan, many consumers went to the store to defend their rights with leeks, not for anything else. Just because Tesla cut the price too fast, the owner who just picked up the car became a "leek".
Even now, it seems that the 249,900 yuan version of lithium iron phosphate battery Tesla Model? 3, directly put the previous "10,000-person group purchase" activity in Pinduoduo into leek, because the current price is more than 10,000 yuan cheaper than the previous price in Pinduoduo. What's even more exasperating is that if you think Tesla with a price of 249,900 yuan really smells good, I'm sorry, the next leek is you.
Advantage comes from supply chain.
Speaking of this, I have to talk to the netizens about why Tesla has this ability to "cut the price". In May of this year, the Tesla new car declaration map released by the Ministry of Industry and Information Technology showed that the new Model? The battery was replaced by lithium iron phosphate battery supplied by Contemporary Amperex Technology Co., Limited, which does not contain the most expensive nickel and cobalt in traditional batteries. Tesla Model using this battery? The manufacturing cost of each car will be reduced by 600~ 1200 USD (about 4200~8400 RMB).
This is the root of Tesla's continuous price reduction at this stage. Of course, Tesla's local supply chain does not stop there. The reduction of battery cost alone cannot completely cover the range of its price reduction. It is reported that from 10, the steering wheel, airbags and other products produced by Junsheng Safety will be supplied to Tesla Giga Shanghai. And this is just a Model? Part of the local supply chain replacement of 3.
It is estimated that by the end of this year, Tesla's important parts will basically complete the full localization rate. Starting next year, when the Model? After putting into production, Tesla will definitely achieve the localization rate of the whole vehicle supply chain of over 90%. Because of Model? The price of 2 will be lower. Only when the supply chain is completely localized can it support Model? The price of 2 broke through the bottom line of 200,000.
To tell the truth, although Xiaobian tried to satirize Tesla's behavior of cutting leeks, this wave of price cuts by Tesla was also quite real. After the cost was reduced, it did not covet the profit rate and responded in time on the price of the whole vehicle. This is also Tesla's efforts to reduce the cost of electric vehicles and make them affordable for more people. I have to admire Musk for this.
In fact, Musk's logic is very simple. On the one hand, Tesla has been promoting itself as a software company since its inception, selling cars only to "make friends", and initially reducing prices to expand the scale. After having enough user base, it will be much easier to collect "Tesla tax" from the believers who boarded the ship.
On the other hand, Tesla, which is constantly cutting prices, will attack his current and future competitors from a wider dimension.
Target car market "old gun"
From the perspective of domestic enterprises, BYD is the most affected, although Tucki's share price has fallen by 6.55% after Tesla's price reduction; Weilai has also suffered a lot, and some orders have been transferred to Tesla, but fortunately, SUV models have retained those customers who have higher space requirements. And BYD Han is the main new energy car, plus BYD Han is currently trapped in capacity problems, Model? 3 will be a great blow to BYD Han.
From the perspective of multinational giants, BBA in the domestic market is the most affected, because Tesla Model is currently? 3 The starting price is 249,900 yuan. Considering all aspects of taxes and fees, in fact, Tesla Model? 3 has been cheaper than BBA's mid-level car mercedes benz c, and more importantly, Tesla Model now? The sales volume has stabilized at over 10,000 vehicles per month, and it is believed that Tesla will be the powerful enemy of mercedes benz c and BMW 3 Series in the future. These old guns in the auto market have already felt Tesla's deep hostility.
Judging from the performance of the capital market in the past year, Tesla has challenged the traditional car companies represented by ABB. At present, Tesla's market value of nearly $400 billion not only exceeds Toyota, but also exceeds the sum of Ford, General Motors and Fiat Chrysler.
As the focus of Tesla's industrial chain shifts to China, manufacturers, operators and integrators of charging equipment in China are expected to increase their participation in Tesla's localization and expand the supply ratio to Tesla. When Tesla controlled the upper, middle and lower reaches of the industrial chain, Model? 3 will also become the overlord of the new energy automobile industry like the iPhone.
Baixing pingche
Having said that, Xiaobian still wants to advise everyone, Model? 3 is still a good big toy. For users who just need it, whether from the second-hand car preservation rate or the actual use experience, Model? 3 is not a very safe choice yet, but this sentence may not stand after five years. I hope that the car giants such as Mercedes-Benz, BMW and Audi can bring their hands to turn new energy vehicles into a blue ocean where a hundred schools of thought contend, instead of letting Tesla eat alone. Of course, domestic brands have to work hard as soon as possible, and strive to find their own people in the critical period of new energy landing within five years.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.