Two years ago, Tesla after localization established a strong connection with the vegetable "leek", and two years later, this relationship that makes non-Tesla users "happy" may be lifted.
On December 31, according to the information on Tesla's official website, the prices of the rear-wheel drive versions in the Model 3 and Model Y were adjusted to 265,652 yuan and 301,840 yuan respectively, up 10,000 yuan and 21,088 yuan from before.
This adjustment makes the mentality of Tesla owners who were once "leek era" and users who are ready to get on the car adjust, and the person who picks up the car is secretly glad that he did not pick up the car.
However, it is one thing to watch the fun, the reason behind it is another, Tesla's operation, in the end, is it for geometry?
Preparing for subsidy decline?
Tesla's price fluctuation in this round should be Tesla's preparation for the subsidy to retreat again on the last day of 2021.
According to the notice previously issued by the Ministry of Finance, the implementation period of the financial subsidy policy for the promotion and application of new energy vehicles was extended to the end of 2022, and at the same time, in terms of subsidy intensity, the subsidy standards for 2020-2022 were reduced by 10%, 20% and 30% respectively on the basis of the previous year.
The year 2022 that has arrived is not only the last year of national subsidies, but also the year with the lowest subsidy intensity.
Of course, due to the relationship of time, the Ministry of Finance will not immediately issue a notice of subsidy policy in 2022, but making adjustments to product prices in advance will always not allow itself to suffer losses.
After considering this, the rise in Tesla's price is not difficult to understand, after all, in the treatment of price, Tesla is always the most sensitive and real one.
BOM cost can not be suppressed?
In addition to this, the rising BOM price should also be another reason for the price correction.
Tesla, which is good at vertical integration of the industry, even if it is the absolute right to speak as a party A, but the supplier also has its own ledger, and no one wants to do the loss-making transaction.
Therefore, after the basic lithium ore, chips, steel, aluminum and even electricity prices have increased, the increase in the cost of Model 3 and Model Y BOM is expected, and what can be done without shrinking their profits may only be to increase the price of the product itself.
For Tesla, which does not have any "ideological baggage", the decision to directly increase the price is not difficult.
Is the new energy market really ready?
The reduction of subsidies and the rise in bom prices are not Tesla's personality problems, but a common problem.
In addition to Tesla, a series of moves made by the new power brands in December have actually been in the news for a long time, including early locking orders, disguised price increases, and equity reductions are not unfamiliar to consumers, so is the new energy market really ready for such price increases?
The answer to this question is actually relatively affirmative.
In the just-concluded 2021, the new energy market should be the biggest beneficiary.
From 2019, when everyone is still questioning whether the new car-making forces can survive, to 2021, the market penetration rate will easily exceed 20% in many months.
In addition to sales, another pillar that new energy can really stick to is that electric drives are truly understood by users, which is much more important than sales from a historical and historical point of view.
Conclusion:
The price increase of new energy products is unstoppable, but for the complete cancellation of subsidies at the end of 2022, the current product prices have not yet reached the lowest. Therefore, 2022 should be the last preferential period for potential car owners who prefer new energy vehicles with low cost and smooth driving texture, and it is also the last time for the state to escort their development quotations. The collision time with the traditional fuel vehicle final real knife and real gun is really not far away.