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2022/01/25
This year, even with the blessing and assistance of the Berlin factory, Tesla wants to sit firmly in the top position in the European new energy market, and the obstacles it will face should not be underestimated.
Reporter 丨 Cui Liwen
Responsible editor 丨 Cui Liwen
Editor 丨Zhu Jinbin
In the just-concluded year of 2021, Tesla has truly won a big victory in the world. The contribution of the production and marketing side provided by the Chinese plate has risen to an unprecedented height.
According to the final data released by the Association, Tesla's sales in China in December were 70,847, and only 245 vehicles were exported. At the same time, including exports, Tesla's Shanghai factory delivered 413,283 units in the whole year, an increase of 235% year-on-year, accounting for 51.7% of Tesla's global deliveries.
There is no doubt that China has become the largest single market in Tesla's strategic territory.
This year, the pursuit of higher production and sales targets is the most urgent thing for this American car company. Therefore, at the Tesla shareholders' meeting held in October last year, the ambition was still constantly displayed. The most sympathetic is that it will sell 20 million vehicles a year by 2030.
In Musk's view, "Tesla's compound annual growth rate has reached 71%, which is a very frightening growth rate in all car companies." ”
Next, as long as the chip shortage can be alleviated as soon as possible, Tesla will have no problem maintaining the current growth rate, at least for a longer period of time to maintain more than 50% growth. That is to say, Tesla's new production and sales target in 2022 will most likely hit the 1.5 million mark.
Because of this, Musk knows that relying solely on the Shanghai factory and the "output" of the two factories in the United States is far from enough.
Just recently, according to an internal Tesla email, its officials have informed German employees that the Model Y from the Berlin factory can already start placing orders and will be delivered in March. At the same time, an email showed that the Model Y had started production at the Berlin factory.
Earlier, foreign media found through aerial photography by drone that the total number of new vehicles assembled by the factory has reached double digits. The reason is also due to the fact that Tesla has previously obtained new trial production approvals, as part of the preparation for mass production, it can produce 2,000 Model Ys in the Berlin factory.
Musk also replied to netizens on his personal social media, "I will go to Germany in February to celebrate the smooth start of construction." ”
Based on various indications, it is already certain that after many rounds of "tug-of-war" with local environmental organizations and negotiations with the government, Tesla's Berlin factory in Germany is finally about to start production. Local users in Europe are also getting closer to the delivery date of a "German" Model Y.
As for the significance of this move, as stated in the article "Tesla", "Wolf Castle": with the help of China, the American new energy vehicle company has indeed achieved a qualitative change caused by the overall level of quantitative change, and we have also used this "catfish" to successfully revitalize a pool of still water.
But for Tesla itself, if you want to further prove its own gold content and strength, the European new energy market is obviously a more perfect "touchstone".
After all, whether it is Mercedes-Benz, BMW, Audi, or Volkswagen, these traditional auto giants that have been around for a century have entered a critical stage of electrification transformation. After investing a lot of manpower, material resources and financial resources, a variety of models born from the new positive platform have gradually landed. And they are the biggest enemy of the "German" Model Y.
Looking deeper, if you want to "deeply cultivate" the European new energy market, tesla must also overcome the following two challenges.
First, the recent shortage of chips in the entire automotive industry will continue to spread.
Over the past year, Musk has complained more than once on his personal social media: "As publicly disclosed, our new car is operating under the extreme supply constraints of some standard chips, and the biggest problems at present are Renesas and Bosch." ”
Obviously, the two largest giants in the global automotive chip supply can feel a sense of being forced to helpless. Because of this, even if the Berlin factory in Germany enters the formal production stage, the production capacity does not seem to meet the ideal expectations in the short term, and the climbing process will be very long. Fluctuations in the price of raw materials for power batteries will also affect the manufacturing costs of Model Y.
Second, the local users' buying habits and cognition.
Why is Tesla so enthusiastically sought after in China? Most people may think that its brand power is high enough, coupled with the scarcity of competitors in the same level, the cost-effective advantage is outstanding, occupying a large proportion.
In my heart, in addition to these, whether it is Model 3 or Model Y, the increasingly extreme sense of technology and intelligent experience brought by it is also attracting a large number of young consumers.
However, combined with past experience, compared with the acceptance of new things by domestic users, local consumers in Europe are relatively conservative. Many times, what we care about cannot well stimulate the purchase desire of some people.
A more severe test is that the high requirements of European users for quality control are precisely one of Tesla's biggest shortcomings. In 2020, consumer report magazine ranked second from the bottom in a reliability survey of 26 car brands.
In summary, new battles have been fired. This year, even with the blessing and assistance of the Berlin factory, Tesla wants to sit firmly in the "top position" in the European new energy market, and the obstacles it will face are still not to be underestimated.
Hitting production and sales of 1.5 million units is no easy task...
| Cui Liwen |
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