Tesla’s first drop in the new year: the largest drop of more than 13%

On January 6, 2023, Tesla lowered the price again, and lowered the price of the main model to the lowest in history. The pressure was placed on the new domestic car manufacturers and BYD.

BYD, which has just won the 2022 global new energy vehicle sales champion, will start a head-to-head battle with Tesla in the price range of 200,000 to 300,000 green cars, and Xiaopeng Motors, which has a bad year, will be under greater pressure. He Xiaopeng This year, we are facing a double kill in sales and stock price.

Let’s talk about Tesla’s price reduction first. Among them, the Model Y long-range version has a drop of 48,000 yuan or 13.41%; the Model 3 high-performance version has the smallest drop of 20,000 yuan or 5.72%. According to media statistics, compared with the same period last year, the Model 3 The starting price has dropped by 50,000 yuan so far, which is almost enough to buy an entry-level A-class car.

Buy early to enjoy early, and buy late to get discounts. This phenomenon, which is common in 3C products, has become a conventional weapon in Tesla. In the words of Tesla executives, the company insists on cost pricing, and the subtext is the supply chain. The reduction in cost will continue to reduce prices.

In fact, as early as two years ago (January 1, 2021), Tesla announced the official launch of the domestic Model Y, and significantly lowered the official price, which was lowered by more than one-third compared with the price of the imported version. Model Y has become the best-selling green card model in the Chinese market. Although Tesla has raised prices several times since then, price reduction is still the main theme for market share.

What’s interesting is that Tesla’s car owners are obviously more resistant to price cuts. For example, there have been three price cuts in the past few months, but there are few cases where car owners have publicly asked Tesla to claim compensation. The denunciation caused by the car owner group shows that Tesla’s price reduction logic has long been psychologically prepared for its car owners.

In terms of sales volume, in 2022, Tesla’s Shanghai Gigafactory will deliver more than 710,000 vehicles throughout the year, accounting for half of Tesla’s global production. However, this data still has not reached the annual sales target set by Musk. Although Tesla’s sales grew rapidly in the fourth quarter of last year, almost filling up the production capacity sinkhole caused by the epidemic in the second quarter, but judging from the monthly sales in December, it is hard to say that it is ideal, so the conventional weapon of price reduction , it is conceivable that within this year, there is a high probability that it will be used many times.

As for how domestic brands respond to Tesla’s price cuts, this is very interesting. Referring to Tesla’s price cuts in the past two years, domestic brands were not worried at first. It will not be close to Tesla, but with the rapid increase in the popularity of green-licensed cars and Tesla’s benchmark status, every time Tesla cuts prices, it will undoubtedly stab a knife in the wounds of new car manufacturers. Whether it is Weilai’s ideal down to 200,000 models, or Xiaopeng’s 300,000 models, they are all facing a direct price war with Tesla.

Of course, from the consumer’s point of view, on the wave of the popularity of new energy vehicles in the industry, price cuts are the biggest catalyst to speed up the popularity of green-brand cars, and it is also the biggest driving force for domestic brands like Tesla, which also boosts China’s Auto brands improve their competitiveness in the competition throughout the year. Therefore, it is a good thing for the industry, but for individual auto companies, it is undoubtedly the cruelest knockout signal.

In China’s new energy vehicle market in 2023, companies will die if they don’t cut prices. This is the signal sent by Tesla’s new year price cuts.

The automobile industry, especially the field of new energy vehicles, began to fight at the beginning of the new year, and bloody storms are the main tone of the year. The method of piling up materials and attracting eyeballs and grabbing customers is no longer effective, and the cards start to be shuffled before the middle of the game. Will traditional fuel vehicles have a chance to breathe, or will they continue to be pulled to the bottom like a free fall?

The price of Juanwang has been reduced again. What will other new energy forces do? Can only follow up the price war. . .