Shulou(Shulou.com)11/24 Report--

Reduce the price and break the "ten thousand volumes"

Caught off guard, Tesla lowered the price in disguise again. Early this morning, Tesla's official Weibo released a message that a new discount has been launched, specifically:

From November 8 (inclusive) to November 30 (inclusive), purchase the car insurance portfolio of existing cars and cooperative insurance institutions and complete the pick-up on schedule, the final payment can be reduced by 8000 yuan, from December 1 (inclusive) to December 31 (inclusive), and the final payment can be reduced by 4000 yuan.

During this period, if you buy car insurance through an insurance institution that Tesla cooperates with, you can enjoy an insurance subsidy of up to 8000 yuan if you buy Model 3 or Model Y made in China.

Source: Tesla just half a month ago, Tesla has announced a price reduction, a maximum reduction of 37000, and then superimposed the strength of this discount, within half a month, Tesla will reduce the price by 45000!

How does this make other new energy car companies live? Yes or no?

Price reduction exceeds "ten thousand volumes" otherwise, Tesla's sales may be more resistant than ordinary sales.

A few days ago, when Tesla announced a price cut for China's Tesla models Model 3 and Model Y, car owners began to attack, pulling banners, fighting for rights and interests, and even starting sales without a word of disagreement.

It is not clear what conciliatory policy Tesla has on this side, but there is still a set of "pulling hatred" for himself. This fine-tuning can be directly subtracted from 4000 to 8000 yuan in the final payment.

This time also attracted a lot of criticism, netizens should pick up the car, should scold, should watch the lively. However, a group of people have been added this time, that is, people who are waiting for Tesla to fall again.

Source: if you take a closer look at the Weibo screenshot, there is a certain difference between this price reduction and the previous ones. There is a certain time limit for this price adjustment. Only car owners who pick up their cars between November 8 and November 30 can enjoy this benefit.

Tesla's purpose of doing this is inevitably too obvious. Did the sales in October not meet expectations?

In October, Tesla's sales in China reached 71000, which has exceeded 70,000 for the third month in a row. In Tesla's quarterly financial report, the sales in the first three quarters exceeded 900000 vehicles, but in order to achieve the target set by Musk, efforts need to be made in the fourth quarter to deliver 500000 vehicles.

It is worth mentioning that when the total sales of Tesla reached 909000 in the first three quarters, the total sales of a Chinese car company in the first three quarters reached 1.176 million, surpassing Tesla by 267000. This is the new round of King BYD. In the past October, sales were three times that of Tesla China.

This is also Tesla's strongest competitor. Since July, BYD has been the No. 1 seller in the world. Tesla has been sitting in this position for too long. After coming down, he must be not used to it.

BYD just exceeded 200000 in September, while Tesla is approaching 200000. Tesla wants to recover this slight gap in the fourth quarter, so the price cuts in October and the discounts in November are all to boost sales.

Source: Tesla, after all, BYD completed and exceeded the goal set by Tesla CEO Musk for Tesla, which made the former global king lose face.

Lao Ma is also in a hurry and has set up several super factories just to increase production capacity. However, frequent price cuts also have disadvantages, that is, they can no longer win hearts and minds. This month, we reduce the price by reducing the final payment. In the last month, I don't know what way to reduce the price in order to complete the KPI.

The leaves of the old leek have not yet grown out, and the new leek dare not show up for a long time, which will only put pressure on Tesla.

So in the end, I had to shout, long live the Party!

02. Will other car companies follow or not? Tesla price reduction is Sima Zhao's mind, but also a long-planned Yang plot, how other car companies react, but also push the market to a completely different direction.

From price reduction to insurance concessions, this set of combined punches, Tesla will take advantage of large-scale, directly break the profit ceiling.

Source: Tesla Tesla's vision is to "accelerate the transformation of the world to sustainable energy", which also establishes its basic brand strategy: making use of the advantage of low price and scale to infiltrate into all segments of the new energy market.

Referring to the Cola market, Pepsi and Coca-Cola squeeze profits to almost 40 cents per bottle, which also prevents other players from entering the market. And Tesla superimposed the current brand effect, then directly strangled the opponent in the cradle.

In order to gain a foothold, other contestants may have to passively take over the price war.

At present, a number of new energy car companies have begun to reduce prices or offer discounts in disguise.

For example, AITO asked for its M5 / M7 models to start promotional activities, some existing models to buy users unified gift of 8000 yuan worth of insurance.

Source: the maximum cash discount for Lantu FREE extended range is 55000 yuan, and the discount for Xiaopeng P7 also reaches 55000 yuan when orders are issued during Singles Day holiday.

Compared with the discount, Ford Electric Horse is the first to jump out and announce a price reduction. Not long ago, Changan Ford issued an announcement. The prices of its domestic Ford Electric Horse Mustang Mach-E models have been reduced by 2-28000.

Behind the price reduction, the new energy vehicle market is becoming more and more popular.

At present, the penetration rate of new energy vehicles is increasing, and the retail penetration rate of new energy vehicles broke through the 30% mark for the first time in September to 31.8%, an increase of 11 percentage points over September last year.

With the increase in the number of users and the expansion of the group of car owners, today's streetcar users are no longer like early geeks or technology geeks, but turn to ordinary or even slightly conservative ordinary people.

So after the homogenization of autopilot, intelligent cockpit and various cool features, new energy vehicles are bound to open a new round of internal volume, which is why Lai, Xiaopeng and ideal sales began to decline. The new energy car brands incubated by traditional car companies began to come to the fore.

The one with the strongest head is BYD.

Source: although Tesla took the lead in reducing prices, BYD is very strong at present. On November 2, BYD officially responded in its investment interactive platform that the company needs to consider comprehensively when pricing its products: it should not only retain reasonable profits to support the company's long-term R & D investment and good development, but also take into account the interests of consumers. provide good products with real value for money and good value for money. At present, the company has accumulated more orders on hand, and the main contradiction is still improving production capacity.

In other words, BYD now has too many orders to cut prices.

At present, BYD is ordering 700000 units, and the delivery period for new cars is up to 4-5 months, while BYD will strive for 280000 monthly delivery by the end of 2022.

The purpose of the price cut is to boost sales, and the effect is immediate. Predictably, this price war will last for several rounds. However, if we want to fight a price war, we also have to see whether we can afford it. After all, even the landlords have to see whether there is much food left at home.

This article comes from the official account of Wechat: Superelectricity Lab (ID:SuperEV-Lab), author: Cao Tingting, Editor: Zaizhou

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