Who is still buying Tesla after the storm of public opinion?

The ultra-long "standby" Tesla rights protection incident has made the latest progress.

After the storm of public opinion, most people are waiting to see Tesla's jokes. After all, there have been precedents before. In 20 18, Dongfeng Honda was affected by the "oil valve" incident, and its sales volume dropped sharply. Among them, in the first half of 20 18, the sales volume of Dongfeng Honda decreased 13.4% year-on-year. At that time, the total automobile sales in China market maintained a year-on-year growth of 4%, and Dongfeng Honda was one of the few automobile manufacturers whose sales declined. In the whole year of 20 18, the sales volume of Honda CR-V halved, which dragged down the overall sales volume of Dongfeng Honda 20 18 by 4. 1% year-on-year.

However, before this, Tesla just handed over a beautiful "transcript". 202 1, Q 1, and the total delivery volume of Tesla was185,000 vehicles, up 108.9% year-on-year, reaching a record high; Revenue was $6,543.8+$00.389 billion, a year-on-year increase of 73.6%; The net profit attributable to ordinary shareholders under non-GAAP was 65.438+0.52 billion yuan, a year-on-year increase of 363.4%.

Among them, Tesla delivered 69,000 vehicles in the China market in the first quarter, three times that of the same period last year, accounting for nearly 37% of global sales; China's revenue reached $3.043 billion, up 238% from $900 million in the same period last year, accounting for 29.3% of Tesla's revenue in the first quarter. China market is still Tesla's second largest market in the world, but its scale with the US market is further reduced.

Will Tesla's potential customers stay away from it because of this? With such questions, Shen Xiang recently visited several Tesla experience stores.

In this rights protection incident, unlike the "verbal criticism" on the Internet, the atmosphere of Tesla owners in "Storm Eye" was relatively calm. A car owner said that if Tesla really has a safety hazard, this incident is to "mine" the owner; Even if not, I believe the service will be improved. "Musk is an extremist. With such a crazy company, everything is possible for its products, and good and bad are not uncommon. "

At present, the sales data in April has not been released, so the direct impact of rights protection on sales has not yet been reflected. However, "Shen Xiang" recently visited several Tesla experience stores such as Beijing Qiaofufang Grassland and South Fourth Ring Road, and found that the number of customers entering the store was not greatly affected. In some stores, there are about 7 groups of guests who enter the store within 40 minutes.

At the same time, many Tesla employees also said that although they were caught in the whirlpool of public opinion, the order situation was not greatly affected. Instead, they made another wave of advertisements for Tesla, almost' Bai Piao'.

In addition, the owner who recently booked a car may find that it takes longer to get the car. Some netizens said that when booking a car on April 20, it showed 3-5 weeks to pick up the car, and now it shows 5-7 weeks. "I hope someone will cancel the reservation or postpone picking up the car so that I can mention the car earlier."

However, while Tesla was besieged, car owners and prospective car owners were also under tremendous pressure, and some potential consumers did choose to wait and see. After all, the car is not only a means of transportation, but also a social function.

Some netizens said in the forum, "Hurry up and solve it, otherwise the owner will follow suit, and I am very helpless. If someone asks me why I still drive Tesla, I will be anxious "; I went to see Model 3 today, so let's wait and see. After all, safety comes first.

Indeed, when a Tesla owner needs to have a "strong" heart. Previously, in order to increase sales as soon as possible, Tesla made several price cuts. According to incomplete statistics, since 2065438+February 2009, Tesla has adjusted the price more than 10 times.

Although this will drive new consumers to place orders, it also makes old car owners feel that their feelings have been "hurt", and even car owners go to Tesla stores to defend their rights. Netizens like to call Tesla owners "leeks" and "cut" them if necessary. The only difference is, are you a "new leek" or an "old leek"?

In contrast, the price system of traditional car companies, first of all, is to formulate a relatively stable official guidance price. In the specific sales process, each 4S store will give a certain discount according to the manufacturer's policies and sales targets. Because of the open official guide price and opaque actual sales price, a certain balance has been maintained between new and old car owners.

In view of the recent pressure on car owners and the May Day holiday, Tesla has introduced benefits for new and old car owners: EAP (Enhanced Automatic Assisted Driving) is used for 45 days for free, the super charging station is used for May Day holiday for free, and the air conditioning filter is replaced at a discount of 7.5%. On the one hand, this is to appease the emotions of old car owners, on the other hand, it is also to stimulate consumers to place orders as soon as possible.

Tesla officially entered China in April 20 14, when Musk first came to China to deliver products to the first batch of car owners. The first owners were eight entrepreneurs including Wang Dongfeng, Li Xiang, Yu Yongfu, Pan Yanming, Liang Xu and Dong Xiaoli. In addition, IT technology leaders such as Lei Jun and Cao Guowei are also the first fans of Tesla.

In the following years, Tesla's development in China mainly experienced three stages:

At present, Tesla has sold more than 250,000 vehicles in China, so who is buying Tesla?

Geographically, Beishangguang is Tesla's main "position". According to the compulsory traffic insurance data, in 2020, the number of Tesla licensed in China was139,000, of which the number of Tesla licensed in Shanghai, Guangdong, Zhejiang and Beijing was 33,000, 26,000,170,000 and140,000, accounting for 23.7% and/kloc-0, respectively. This also means that areas with high demand for Tesla are still limited in the eastern and coastal areas.

Judging from the age of the owner, according to the survey of Netease Automobile, the owner of Tesla is 30.3 years old, which is lower than the user base of many automobile brands. Among them, 365438+ car owners aged 0 to 40 account for 56%, 25 to 30 years old account for 20%, and even 18 to 24 years old users account for 3%. This also means that young people are more accepting of Tesla.

Professionally, Tesla owners are mostly engaged in digital, technology, electronics and Internet industries. They have a certain understanding of the latest electric vehicles and new energy technologies, and are more tolerant of some minor problems that may arise, but also more tolerant. Many car owners even laugh at themselves as "leeks".

It is worth mentioning that 83% of Tesla owners own two or more cars, and electric vehicles are not the first. Only 17% of car owners regard Tesla as the first car in their families, which is mainly due to the limited number and current policies in cities such as Beishangguang and Guangzhou, which have given birth to the needs of these users.

Although Tesla has suffered various "social beatings" because of price cuts or tough remarks, in the long run, sales will not be greatly affected, which is behind the "real fragrance" law.

At present, the Model S sold by Tesla are divided into four models: Model 3, Model Y, Model X and Model S, of which Model 3 and Model Y are its main models. Tesla's Model 3 competitors are not domestic new energy brands, but luxury medium-sized cars such as BMW 3 Series, mercedes benz c Class and Audi A4. The "rivals" of Model Y are BMW X3, Mercedes-Benz GLC and Audi Q5L.

In the horizontal comparison, Model 3 and Model Y are slightly inferior in space, but they have obvious advantages in power performance, configuration and price. Among them, the maximum power and torque of Tesla Model 3 Standard Edition is higher than that of competing models equipped with traditional powertrains, and the acceleration per 100 kilometers is faster; From the price point of view, the standard endurance version of Model 3 is cheaper 19%, 14% and 19% than the low-end versions of mercedes benz c Series, BMW 3 Series and Audi A4 respectively. From the configuration point of view, Model 3 comes standard with an active safety system, and its safety level is obviously better than that of competing models.

The market is also tilting towards Tesla, and this trend has begun to be reflected in the US market. It is understood that in the US market in 2020, the sales volume of Model 3 (654.38+0.2 million vehicles) has surpassed the total sales volume of three competing products (90,000 vehicles); Although Model Y is still in the climbing period (70,000 vehicles), it has surpassed the best BMW X3 (6 60,000 vehicles) among the three competing products, and there is still great potential for improvement in the future.

Judging from the "temper" of Musk and Tesla, there may be more "actions" in the future, whether it brings praise or criticism. But China also needs such a "catfish", not only the industrial chain of new energy vehicles, but also the consumption habits and culture of electric vehicles.