Affected by the chip shortage, many new car orders will be delivered in 2021. Due to the pressure of new car delivery, many brand 4S stores basically did not hold preferential promotions during the New Year's Day holiday in 2022. Tesla China even sent a special "New Year's gift" to domestic consumers, and the price did not fall but rose, which was very different from the sharp price reduction on New Year's Day last year.
On January 3, Tesla announced its 2021 sales. Thanks to the rapid growth of sales in the Chinese market, Tesla delivered 936,000 units worldwide last year, an increase of 87% year-on-year, of which 308,600 electric vehicles were delivered in the fourth quarter, breaking the previous single-quarter record.
Tesla China's price increase eases delivery pressure
Ou Sheng ordered a Tesla Model 3 on November 15, 2021, and has not yet mentioned a new car. According to the latest "Notice on the Financial Subsidy Policy for the Promotion and Application of New Energy Vehicles in 2022", from January 1, 2022, the subsidy standard for new energy vehicles will be reduced by 30% on the basis of 2021. In addition, the subsidy policy for the purchase of new energy vehicles in 2022 will be terminated on December 31, 2022.
On the last day of 2021, the prices of the two domestic models Model 3 and Model Y on Tesla's official website changed again: the price of the rear-wheel drive version of the Model 3 increased by 10,000 yuan, and the price rose to 265,652 yuan after subsidies; the price of the rear-wheel drive version of the Model Y rose by 21,088 yuan, and the starting price rose to 301,840 yuan. At this point, the model Y model no longer enjoys the national new energy subsidy due to more than 300,000 yuan.
Because the new energy subsidy policy and Tesla's price have been adjusted, the district students who have not yet picked up the car do not know how much money the newly purchased Tesla Model 3 will eventually have to pay. Tesla's relevant response is that according to the date when the district student paid the deposit at that time, it is expected to be scheduled to be in the first quarter of 2022 before the car can be mentioned, and this Tesla price increase will not have an impact on the new car that has previously paid the deposit, and the state subsidy is based on the time of implementation, which is not decided by the company.
The car purchase contract provided by Ou Sheng to the first financial reporter shows: "If the total price of the vehicle you purchased has been deducted from the new energy subsidy as shown in this configuration plan, you agree that the deduction part should be regarded as our company's advance payment for you." You are obliged to understand the government subsidy policy yourself, and to fill in the type of car purchase according to your real situation and register the vehicle in a timely manner. You are also obliged to provide accurate and complete information to ensure that we can receive the same amount of subsidies as you enjoy from the government liquidation declaration at a later date. If due to any reason you (such as not complying with the subsidy policy, not registering the vehicle in time, accumulating operating mileage does not meet the policy requirements, etc.), or due to changes in the subsidy policy (whether before and after you pick up the car), we are ultimately unable to obtain the same amount of subsidy from the government that you enjoy when you buy a car, you should make up the difference in any payment required by us. ”
In 2021, domestic new energy vehicle sales soared, for the first time to rush to the 3 million steps, in addition to the rapid progress of new energy technology, the increasing abundance of new models, the change in the consumption concept of car buyers and the improvement of charging infrastructure, and new energy vehicle companies rushed to rush before the sharp decline in subsidies in 2022.
Some insiders said that Tesla's sales in China in December 2021 may exceed 60,000 vehicles. However, due to the surge in orders and the insufficient supply of components such as chips, it is estimated that only october 2021 orders will be delivered at most, and some order dates have begun to exceed 70 days, exceeding the original delivery commitment of 6 to 10 weeks. The delivery date also becomes 12 to 16 weeks. Because the prices of bulk raw materials and chips continue to rise, and because of the delay in delivery, which increases unnecessary communication costs, Tesla chose to raise the price this time, and Model Y even did not even want subsidies, to a certain extent, actively reducing orders to alleviate delivery pressure.
In recent months, the sales of new energy vehicle companies such as BYD, Ean and "Wei Xiaoli" have also grown rapidly, bydir's sales of new energy vehicles in November last year even exceeded 90,000 for the first time, the sales of new energy vehicles in the first 11 months exceeded 500,000, and The sales of electric vehicles in 2021 exceeded 100,000 and reached 124,000, while the sales of "Wei Xiaoli" exceeded 90,000 units last year. However, affected by the shortage of chips, "Wei Xiaoli" failed to break through the 100,000-unit mark last year, and Xiaopeng Automobile ranked first in sales of new car manufacturers with 98,000 vehicles. Because of the pressure of delivery and the pressure of subsidies, new energy vehicle companies generally did not have a significant price reduction promotion activity during the New Year's Day.
For various reasons, even BYD, which produces its own chips, is currently under pressure to deliver. Liu Ying, a salesperson of bydd Dynasty Guangzhou ARAMID 4S store, said in an interview with the first financial reporter on January 2 that during the New Year's Day holiday, only the "Han" electric car had a current car and had 8,000 yuan of preferential activities, while bydir Song Pro DMi and other new cars did not have discounts, and now pay a deposit, it is estimated that it will take up the car after the Spring Festival, and the epidemic in Xi'an has a certain impact on THE PRODUCTION OF ATD.
New joint venture cars have been delivered every new year
Not only is the delivery period extended by the best-selling new energy vehicle companies, the joint venture car companies that are greatly affected by the chip shortage in 2021, there are also many orders from last year that are delayed to this year's delivery, and it is basically difficult to see preferential prices.
Since the pre-sale of GAC Toyota's new car, Saina, which has attracted much attention, has not been delivered nationwide until New Year's Day 2022. On January 1, the first batch of Xena new cars appeared in the first store of GAC Toyota, and the relevant person in charge of the store said in an interview with the first financial reporter that the delivery time of the first batch of new cars in Sai Na was relatively fast, if it is ordered now, it is estimated that it will not be able to pick up the car until the end of the year.
"Xena is in short supply, our store only allocates more than 10 vehicles a month, and as the chip shortage eases and the capacity ramps up, it is not known whether the delivery speed will accelerate in the future." Since the shortage of chips in The Malasia pandemic intensified in August last year, many models have cancelled their preferential prices since September last year, and have not yet lowered their prices, and the new model Syna is unlikely to have preferential prices because of its hot sales. The above-mentioned person in charge said that although the chip shortage has eased since December last year, the current car market is not as hot as in the same period of previous years. Due to factors such as the lengthening of the pick-up time and the price, many consumers in the recent period are in the wait-and-see stage, hoping to wait for the price of the car to fall before placing an order.
In December 2021, GAC Toyota's monthly production exceeded 100,000 units for the first time. As one of the important "two fields" of GAC Group, GAC Toyota implements special personnel to track chip supply, strengthen supplier management, and timely adjust production plans according to market feedback, give priority to the production of high-value-added models, and work overtime to increase production. Zeng Qinghong, chairman of GAC Group, previously said that the chip shortage in 2021 will affect the output of the group's 300,000 vehicles, in order to cope with the chip shortage, first build a car in advance, as soon as the chip returns, the relevant employees will rush back to work overtime to assemble.
In 2021, because of the "homework" left behind by the chip, GAC Group hopes to make up for it in 2022, although it failed to achieve the challenge goal of 10% growth last year, but the group proposed to challenge the target of 15% year-on-year growth in production and sales this year. The person in charge of gac toyota's first store said that it is expected that GAC Toyota will sell more than 800,000 vehicles in 2021, and this year will sprint to 1.15 million vehicle sales, almost 40% year-on-year, in the current situation that many models do not have preferential prices, which has some pressure on dealers.
Unlike the price reduction promotions of thousands of yuan or even tens of thousands of yuan in previous years, many brand 4S stores generally did not hold large-scale promotional activities during new Year's Day this year, and the same is true of Dongfeng Honda 4S stores located in the south of Guangzhou Avenue. The 4S store sales staff Cui Feng told the first financial reporter that CR-V, Civic and other popular cars are not in the car, the impact of chip shortage is still there, coupled with the rise in raw material prices, the price of new cars in recent months is firm, and there are many uncertainties in the time of pick-up, and the New Year's Day holiday did not launch a price reduction promotion model.
"Consumers are booking cars now, and we don't indicate the delivery time on the contract, because it is impossible to determine. Some consumers ask for a car before the Spring Festival, but we can't promise it to avoid disputes. Recently, many owners of other brands have had friction with 4S stores because of the pick-up time. We will clearly tell the car buyer to try to deliver the car before the Spring Festival, and if the car cannot be delivered, the deposit will be refunded in full. Cui Feng said.
According to AutoForecast Solutions forecast, global production will be reduced by 11.31 million vehicles in 2021, of which China will reduce production by 2.148 million units. Wilson analyst Deng Chengfa said that the chip shortage will not improve significantly in the short term, and major car companies around the world are affected; the current impact on domestic brands is small, and the impact on joint ventures and imported cars is still relatively large. Wilson analyst Tang Jihui also said that from the perspective of December last year, although the chip problem has eased, the overall situation is still in a relatively tense state. Comprehensive supply and demand influencing factors analysis, 2022 chip shortage may still continue, but after a year of chip shortage response, I believe that in the next year, automakers will have more ways to deal with chip supply problems, and the auto market is expected to rise steadily.
According to the forecast of the China Association of Automobile Manufacturers, the total sales volume of China's automobiles in 2022 will be 27.5 million units, an increase of 5.4% year-on-year, of which the sales of new energy vehicles will be 5 million units, an increase of 47% year-on-year.
(At the request of the interviewee, Wenzhong District Sheng, Cui Feng and Liu Ying are pseudonyms)
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