In the past 2021, China's new energy vehicle market is very hot, and pure tram dealers, including new car manufacturers, have gained a lot of sales. But the real thing that is the hottest in the domestic market is the controversial Tesla last year.
Tesla in 2021 has not had a smooth life, and tesla has been on the cusp since the Shanghai Auto Show. Brake problems, quality problems emerge one after another, and Tesla has carried out several recalls, but it still has not changed the mixed reputation. But even in this case, Tesla's sales are still staggering.
According to the Chinese car sales data of the Association of Automobiles, Tesla delivered 70,847 vehicles in December, officially entering the monthly sales of 70,000 clubs, some people may think that the monthly sales of 70,000 is nothing, but some new forces of pure electric models annual sales are more than 60,000, there is no Tesla more than a month, is this to see the gap?
It's worth noting that Tesla currently has only one factory in China making cars, but the Shanghai plant alone completed 484,130 deliveries last year, and some models are sold overseas. Last year, Tesla's annual delivery reached 936,000 vehicles, of which Tesla China accounted for 51.7%, and the Chinese market officially became Tesla's "special half wall". Why is Tesla selling so much of a pure electric car, is it just a brand effect?
Judging from the situation in 2021, the key to Tesla's hot sales is still in two aspects.
First of all, the natural number of charging piles, from the data of December 2021, Tesla has built 1,000 superchargering stations and more than 8,000 superchargering stations in Chinese mainland, with more than 700 destination charging stations and more than 1,750 destination charging piles, covering more than 360 cities in China. At the same time, Tesla's photovoltaic charging is also in the layout, in many first-tier cities, charging Tesla is a very convenient thing, basically all five-star hotels have Tesla's super charging piles, and many large supermarkets also have related services, saying that Tesla is the most convenient brand for charging is not exaggerated.
It is precisely because of the convenience of charging that solves the charging anxiety of car owners, so Tesla has become the first choice for many pure tram owners, coupled with Tesla's after-sales advantage over other new car-making forces, so that car owners save a lot of trouble after purchasing.
In fact, charging services from a certain extent is also one of the future pure electric vehicles must pay attention to after-sales service, the more charging piles, the more convenient charging, but also does not involve the problem of being occupied, in order to reflect the advantages of the brand. The charging speed and scale of the charging pile will also become an important parameter to measure whether a pure tram company can have more customer viscosity in the future, and in this regard, our new car-making forces still have some way to go.
Secondly, it is the chip problem that plagues many car companies in 2021, and the solution given by Tesla in this regard is self-reliance. As the Wall Street Journal put it, "Tesla's ability to rely in part on in-house software engineering expertise to keep the production line running gives it an advantage over many rival automakers in adapting to the global semiconductor shortage." ”
How to understand this sentence? In simple terms, many new energy vehicle manufacturers only rely on OEMs to build their own hardware, but Tesla manufactures the hardware themselves, and because Tesla is not limited by the chip shortage, plus "Tesla can quickly rewrite the software required to integrate alternative chips into its vehicles." "These two advantages have made Tesla's delivery exceptionally smooth."
One pays money to buy a car, one can quickly deliver the car, unless consumers have a great dislike for the Tesla brand, otherwise they still choose the Tesla brand.
However, behind Tesla's extremely high delivery, Tesla also has helpless places. From the delivery data point of view, Tesla delivered the highest or the mid-end market Model 3 and Model Y, the main high-end Model S and Model X sales in China has gradually been eaten away by Gaohe, Weilai and ideal and other brands, that is to say, in the Chinese market alone Tesla has lost the competitiveness of the high-end luxury market, today's Tesla is actually the same as Volkswagen, Toyota has become the middle-end brand of pure electric vehicles.
This is also because Tesla's crazy price cuts last year have caused Tesla's brand positioning to decline repeatedly. Taking Model 3 as an example, the earliest was more than 300,000, and now it is only more than 260,000, which inevitably makes Tesla lose a lot of high-end users. However, Tesla's price reduction is a price adjustment after the cost drop, which is better than some car companies that sell at the original price after the cost drop.
It is also worth noting that Tesla has now published a lot of patents for free, in fact, to a certain extent, China's new car-making forces can have such a vigorous development of the situation also benefits from this, so Tesla as the forerunner of new forces, in fact, there are many things worth learning from us.
Write at the end:
2021 has become history, Tesla spent in the storm, 2022 Tesla has to bear no less than 2021, because Tesla three words itself is a topic, is a hot spot, as a sales Tesla does not have any so-called small things.
However, Tesla's supercharger station is still being built, the Shanghai factory is still producing, delivering and exporting overseas, the cost of making cars will continue to decline, and Tesla, which has lost the high-end market, also understands that the market share itself may be more important. In 2022, when subsidies are declining, and 2023, when subsidies are completely canceled, can Tesla continue to smile? We'll see.