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

Despite the shareholders' criticism, Tesla played a series of preferential price reduction cards, which caught competitors off guard and made consumers applaud.

Starting from August 14, Tesla China announced that the starting price of the long-lasting version of Model Y will be adjusted from 313900 yuan to 299900 yuan, and the high-performance version of Model Y will be adjusted from 363900 yuan to 349900 yuan, both by 14000 yuan.

(photo from Tesla) two days after that, Tesla announced a price reduction of Model S and Model X, with a maximum drop of 62000 yuan. At the same time, the government also provides a variety of time-limited insurance subsidies, together with the car price reduction, is a more gratifying deal, hate trams and do not like to refuel friends are boiling.

Tesla's influence is greater than we imagined. As soon as we play a dozen price reduction cards, competitors will also play along with them, changing ways to reduce prices. Fuel vehicles are also constantly making profits, for fear that they will not be sold. Some replacement models have just been released with a "time-limited discount of 20,000 yuan."

The cost reduction effect brought about by large-scale mass production is obvious, and Tesla's ability to control the supply chain is even more envious of others. At least from the initiative of price reduction, Tesla is a bit higher than many car companies.

(picture from Tesla) driving down the price of electric cars and making products that everyone can afford is Musk's "lifelong wish" except to go to Mars.

Secretly, it is also true that demand for models such as the Model 3 has cooled down. In the past July, Tesla Model Y sold only 7791 vehicles, down 14950 from 22741 in June. Perhaps on the one hand, the emergence of Model Y has eroded the share of Model 3, on the other hand, it is the impact of the replacement of new and old models due to the imminent launch of the new Model 3 Highland.

It is well known that Tesla developed a new Model 3, which is also proved by frequent road test videos and spy photos. Many sources indicate that the car will go on sale in the second half of this year.

Tesla's "reduce cost and increase efficiency", in the new Model 3 once again sublimate the Model 3 Highland after a substantial change, will be "low cost and low price" to a new height.

@ teslashanghai said Tesla's new Model 3 has finished its "trial production phase" and capacity climbing and stress testing will begin on August 25. By early September, production of the new Model 3 is expected to reach 1200 vehicles a day.

(photo from X) the headlights of the new Model 3 look very beautiful, even better than the Model S.

The latest news is quite different from the blogger's revelation that the new car will be equipped with a new HW4.0 hardware system, upgrading cameras from 9 to 12, adding a 4D millimeter wave radar, but canceling ultrasonic radar.

But according to the blogger, the Model 3 Highland is equipped with HW3.5 hardware instead of HW4.0, and "all radars have been removed", using integrated casting technology and more new materials, reducing wiring harness, resulting in a "significant reduction" in vehicle production costs, and pricing is expected to remain at around 200000 yuan.

In the past, the total length of the wire harness of electric cars is about a few kilometers. For example, the wire harness of the Model S is about 3 kilometers and that of the Model X is 5 kilometers.

So how many meters is the wire harness length of Tesla Model Y in cash? Musk gave an answer last year-100 meters. Greatly simplified harness length can also save a lot of production costs.

(photo by Tesla) the price of the cash Model 3, which has been reduced many times, is also 231900 yuan. 200000 yuan may be the end of the cash, but it is only the starting point for the new model.

Xiaotong has also said that Musk does not necessarily need ultra-low-cost killers such as Model Q, but only needs to keep the price of the existing product line down through the scale effect, and the effect is not necessarily worse than that of developing an entry-level model alone. The Model 3 Highland, which starts at 200000, is a sign that Tesla is launching a new round of attacks on fuel trucks.

Despite the opposition from many people, it is certain that Tesla has fully turned to Tesla Vision pure visual assistance driving scheme. If the @ teslashanghai news is true, then Model 3 Highland is probably the "complete" of Tesla Vision.

Car disassembly platform Munro Live has given the relevant data, each Tesla car has about 12 ultrasonic radars, each cost about 58.4 yuan, including the support, wiring, installation and other miscellaneous expenses, the cost of an ultrasonic radar system is about 820 yuan. Among a variety of vehicle radars, ultrasonic radar is the cheapest.

The more expensive millimeter wave radar costs about 1500-2000 yuan each. At present, there is only one on each Model 3. After completely canceling all radars and streamlining the wiring harness layout, Tesla was able to save more than half of the iPhone 14 for every Model 3 Highland he sold.

Looking at a car alone may not save much money, but the reason is very simple. The more Tesla sells, the more he will save.

Obviously, Tesla abandons all auxiliary radars and shows that his own software algorithm is powerful, and what is more important is to save money. By building cars at low cost, consumers can buy cheaper electric cars and perhaps contribute a little to Tesla's profit margin.

(photo from Tesla) in the second quarter of 2023, ideal car's revenue increased by 228.1% year-on-year to 28.65 billion yuan, with a gross profit of 6.235 billion yuan and a gross profit margin of 21.8%. For comparison, Tesla's gross profit margin in the second quarter was 18.2%, down a lot from the second quarter of last year. The profit margins of car companies are not only related to cars, but the lower the cost of building cars, it will also affect the overall profits.

However, radar can detect things that can not be seen by the camera, so it relies more on advanced software algorithms. Tesla's algorithm accumulation did give him the courage to abandon radar completely. After all, there are a large number of users and road data behind it, and the algorithm depth of assisted driving is still the benchmark in electric car companies.

Musk once said that Tesla's autopilot technology is 10 times safer than human drivers. Human beings all drive with two eyes. Tesla cars have much more "eyes" than human beings, and it is naturally "safer" to see everything. Of course, in a series of poor visibility conditions, such as extreme weather, whether the Tesla Vision can work properly or not, Chatong is not sure.

Whether the new Model 3 Highland completely removes the radar, and whether the purely visual assistant driving performance will be better than the current Model 3, the answer can only be answered after the new car comes on the market.

The new Model 3, is the "streetcar assassin" within 200000 yuan? The cost reduction brought about by the reduction may be more obvious than we thought. The ideal L9 cancelled the configuration such as lidar and immediately lowered the price by 30,000 yuan.

Whenever Tesla cuts prices, many people will sigh: if Model 3 kills less than 200000 yuan, domestic brands will be ruined.

Indeed, in terms of brand and product, the 200000 Model 3 is so cost-effective that it will even forget that it completely castrated the auxiliary radar. As long as the product is worthy of the price, it will be welcomed by more people if it is sold cheaply.

(photo from Tesla) the proportion of assisted driving in China is increasing, but there are still many users who use cars as simple means of transportation, do not use auxiliary driving hardware for the time being, and buy trams to save fuel. The Model 3 without radar looks more like a "traditional car" and seems to be more in line with the needs of users to buy trams.

Is this new wave of Model 3 going to be known as the "streetcar assassin"?

Xiaotong believes that it is still necessary to look at it rationally. The new energy car market within 200000 yuan is like a twist, and new cars of various brands are springing up like bamboo shoots after a spring rain. "performance-to-price ratio" is the common characteristic of these new cars. As long as more than 100,000 yuan is needed, the manufacturer can basically give you whatever configuration you want, and even have seat ventilation and massage.

Just looking at the recent actions of Deep Blue, Geely Galaxy, BYD, Wuling and other manufacturers, we can see that the new energy vehicle market within 200000 yuan is an important battleground. The configuration level of products at the same price can even be close to the traditional brand of about 300000 yuan, with advanced technology and balanced materials.

(photo from Tesla) Tesla models, which sell 200,000 to 300,000, are often complained about the texture of the interior, the localization of the car, and so on. Tesla often stands in the C position about the complaints about panoramic skylights. After the extreme price control of a brand new Model 3 Highland, I am afraid we still have to make concessions in these places, but the texture of driving control will still be a bright spot.

However, consumers also attach great importance to brand influence when buying cars, and there will still be consumers who are willing to pay the bill.

In this way, in order not to have a positioning conflict with the new Model 3 Highland, the rumored Model Q should also appear at a more powerful low price.

This article comes from the official account of Wechat: ID:dianchetong233, author: shopkeeper of Tea Governor

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.