Tesla's sales in China plummeted. What caused it?

Tesla is an electric car brand from America. Recently, Tesla news has been constantly. However, the latest data shows that Tesla's sales in China plummeted in 202 1 and 1 two months, which was 35% lower than that in 65438+February last year. What the hell is this? Let's take a closer look. ?

According to the data of the Federation, in June of this year, 5438+ 10, the sales volume of Tesla's domestic Model 3 was 15484, a year-on-year increase of 46 1.4%. However, compared with 65438+February in 2020, the chain fell by 35%. Among them, Mdoel 3 delivered 65,438+03,843 vehicles, a decrease of 42% from the previous month.

In this regard, some analysts believe that the listing of domestic Tesla Model Y has a squeezing effect on Mdoel 3, resulting in a decline in sales. Some analysts believe that Tesla's delivery cycle is forced to be extended in the case of a global shortage of in-vehicle chips. In addition, Tesla is caught in a quality storm. Under various factors, it is reasonable for Tesla to encounter Waterloo in the China market.

New energy vehicles? Price butcher? I really like it.

Just now, Tesla lowered the price again. /kloc-in February, 2008, Tesla official website showed that the price of the standard endurance Model 3 was reduced by/kloc-0.6% to 4.29 million yen (about RMB 26/kloc-0.40 million), and the price of the long endurance model was reduced by 23.8% to 4.99 million yen (about RMB 304/kloc-0.40 million).

At the same time, Tesla also adjusted its price in the United States. According to the news from Tesla official website, the starting price of the upgraded version of Tesla Model 3 is lowered by 0. 1.000 USD to 36.999 USD (about RMB238,600).

Since 202 1, Tesla has frequently cut prices? Big killer? In less than two months, the price reduction has reached four times. During the Spring Festival, it was reported that Tesla China was developing a cheaper Tesla for the mass market, with an estimated retail price of only 6.5438+0.6 million RMB (US$ 25,000).

Subsequently, Tesla responded to the media that the news was untrue.

Tesla has reduced the price again! The biggest drop is 24%

In 20021year, the competition in the global new energy vehicle market will become more and more fierce, and Tesla will be the first? Declare war? Yes

After China and Europe, Tesla's price cuts have spread to the US and Japanese markets.

/kloc-in February, 2008, Tesla official website showed that the price of the standard endurance Model 3 was reduced by/kloc-0.6% to 4.29 million yen (about RMB 26/kloc-0.40 million), and the price of the long endurance model was reduced by 23.8% to 4.99 million yen (about RMB 304/kloc-0.40 million).

However, after the price reduction of the standard endurance Model 3, the Japanese market is still 65,438+0,000 yuan more expensive than the China market.

On the same day, Tesla official website showed that the starting price of the upgraded version of Tesla Model 3 was lowered by 0. 1.000 USD to 36.999 USD (about RMB238,600).

This is the third and fourth price reduction of Tesla 202 1. On the first day of 202 1, Tesla announced the official release of the domestic Model Y and the new Model 3. At the same time, Tesla China official website showed that the starting price of the Model Y long-life version was 339,900 yuan, which was 148 1 10,000 yuan lower than that of 488,000 yuan; The starting price of the high-performance Model Y Performance is 369,900 yuan, which is 165 1 10,000 yuan lower than the previous 535,000 yuan.

Only 20 days later, Tesla cut the price again, this time for the European market. Among them, Model 3 dropped by 2,500 to 3,500 euros, and the price of Model 3 standard endurance Plus dropped from 42,990 euros to 39,990 euros.

At present, Model 3 in the European market is produced by factories in China and the United States.

Tesla's sales in China have fallen sharply.

Tesla's sales in Chinese mainland suffered a waterloo, although both 202 1 and 1 have significantly reduced their prices.

According to the data of the Federation, the sales volume of Tesla's domestic Model 3 was 1,1,which was 46 1.4% higher than that of 2020, but it plummeted by 35%. Among them, the delivery volume of Mdoel 3 in June 5438+1October was 13843 vehicles, down 42% from the previous month.

On the other hand, the overall situation of new energy vehicles in China shows that in 20021year, the wholesale sales volume of new energy passenger cars in China was168,000, up 290.6% year-on-year and down 20.5% month-on-month.

It can be seen that the month-on-month decline of Tesla is higher than that of the broader market, which also reflects the slow growth of Tesla brand in China to some extent.

Some analysts believe that the price of domestic Tesla Model Y has been lowered by about 654.38+0.5 million after its listing. It is said that the order volume has exceeded 10 hour after the pre-sale. Therefore, some consumers who are interested in buying Model 3 may choose to buy Tesla Model Y..

In addition, some analysts believe that due to the global chip shortage and limited production capacity, Tesla's delivery cycle is forced to be extended, and it may even encounter a series of problems with Tesla on 202 1. Negative? News related.

The sharp drop in sales is obviously the danger signal that Tesla is most afraid of seeing. Therefore, after the news of price reduction in Japanese and American markets was released, domestic consumers' expectation of Tesla's price reduction in China market was rekindled.

During the Spring Festival holiday, the news of Tesla Special Edition spread like wildfire.

On February 14, IT House reported that Zhu Xiaotong, president of Tesla China, confirmed in an interview that the company is developing a cheaper Tesla for the mass market, with an estimated retail price of 1600 yuan RMB (US$ 25,000).

But then, Tesla responded urgently. Tesla will launch160,000 yuan model? The relevant content is false speculation, and this information was not mentioned in the interview. Please refer to the official channels for specific information.

Price butcher? What will make money in the future?

If the product is Tesla's primary productivity, then the price is Tesla's secondary productivity.

Li Bin, CEO of Weilai, predicted that according to Tesla's style, once the production capacity keeps up, the price will continue to drop, and the first edition of Tesla may drop to more than 6,543,800 yuan in the future.

Therefore, there is a market forecast that Tesla's future selling price will be infinitely close to the cost price, which may depend on Tesla's future profit model.

Guotai Junan Securities Research believes that Tesla's future profit model has been very determined, the hardware price is very low, and it is basically sold at cost price, and more is to realize profit through charging fees in the background software market, so it is understandable that Tesla's price has been kept low.

At present, Tesla has obvious advantages in software business, mainly OTA and autonomous driving.

Every Tesla running on the road is constantly getting actual road condition data. With these data, Tesla can continuously optimize the autopilot algorithm; Then, by reducing the price of electric vehicles, we can get more sales, get more road data, continue to optimize the algorithm, and finally improve the automatic driving software to realize fully automatic driving.

At present, Tesla's self-driving mileage accumulation advantage is huge, exceeding 3 billion miles, and the real-time road database is huge enough.

According to Tesla official website, the owner can enjoy the advanced automatic driving functions of Tesla-related vehicles after purchasing and activating the fully automatic driving option package (FSD), including automatic parking, automatic assisted navigation and driving, intelligent call, etc.

Tesla's pricing strategy for autopilot software is to gradually increase the price with the gradual improvement of functions. Since the release of 20 19, the price of autopilot software has risen from $5,000 to $8,000 (domestic 64,000 yuan/set), and now it has risen to $6,543,800+0,000/set again in North America.

At the end of the first quarter of 2020, the optional rate of Tesla FSD was about 25%. In the future, with the maturity of autonomous driving function and the improvement of laws and regulations, it is expected that the optional rate of Tesla FSD will continue to increase, even reaching 100%.

Musk once said that in the future, FSD may adopt subscription payment method, which is expected to further lower the consumer acceptance threshold and accelerate the increase of FSD penetration rate.

As we all know, for software, when the sales volume is large enough, the marginal cost is equal to about 0, and every set sold in the future is almost profitable.

According to this strategy, in the near future, Tesla's profit from selling a set of software may be higher than that from selling a Model 3.

Therefore, from this perspective, the decline in Tesla's price may be to lower the threshold for car purchase, thus promoting vehicle sales. Subsequent value-added services are the source of Tesla's sustained profit growth.