In 2021, there are many major events in the car circle, among which there are countless things about Tesla, such as brake failure, auto show rights protection, falling into the river, catching fire...
Casually open an automotive vertical website, search Tesla can jump out hundreds of pages of related news; in The comprehensive social platforms such as Weibo and Toutiao, there have been more than 200 hot searches triggered by Tesla in the past six months, and most of them are negative news. It can even be said that as long as it is Tesla, even If Musk tweets, it will have a high degree of heat, and if it is negatively related, the heat will be higher.
But even if Tesla is plagued by various negative news, the final sales performance is still "big brother". In 2021, Tesla China delivered 320743 impressive results, of which a total of 70,602 new cars were delivered in December, a new monthly high. If you look at the world, Tesla's delivery volume in 2021 will reach 936172 vehicles, which is very close to its "million annual sales target".
So, are tesla buyers "stupid"? Why do they ignore all the negativity? Scrambling and willingly acting as a "leek", paying for the monthly sales of 70,000.
Readers who are a little familiar with the automotive industry or know Tesla may know that Tesla has always used quarterly delivery cycles. In the first two months of the same quarter, the Shanghai Gigafactory, tesla's main automobile export center, will give priority to overseas markets, and the last month will maximize the needs of the domestic market.
According to data released by the Association of Automobile Manufacturers, Tesla China delivered 13,752 new vehicles in October 2021, 31,732 in November, and an exaggerated 70,602 in December. Interested students can also check Tesla's deliveries in the first three quarters of 2021 for themselves, which is generally the same trend.
Although the above data can show that Tesla's monthly sales of 70,000 "slightly moisture", but the key to the problem is that whether Tesla exports or does not export, its factory is year-round, three shifts a day to produce Tesla cars, almost all delivered to the hands of users, the annual global achievement of more than 930,000 vehicles is the proof of strength. Maybe Chinese "don't know much about cars", but people around the world are "stupid"?
In the park where I work every day, there is no shortage of luxury cars that cost more than a million. For example, the new generation of Mercedes-Benz S-Class, AMG GLE 53, Porsche 911 and other models, and even such as Bentley Bentayga, Rolls-Royce Gust, etc. have occasionally appeared, but the new energy models with higher frequency must be Tesla, especially the Model 3 and Model Y.
"Why did you choose Tesla?" When I threw the question to my model 3 colleague, he replied, "There doesn't feel like there's a better option than this car." ”
What does it feel like? Some are unexpected but so reasonable. Because his original demand for a car was limited to electric vehicles, at that time, models such as xiaopeng P7 and BYD Han EV had not yet been listed, and Weilai ES6 and ES8 were more expensive, so The Model 3 became the most suitable choice.
"Now that you have more options, would you still pick the Model 3 if you were given another chance?" When I asked that, he said he should go straight to the Model 3P.
Of course, the words of one family alone may not explain the problem, but after increasing the sample size, the results are obvious. In 2019, Bloomberg Businessweek conducted a survey of 5,000 Model 3 owners, and 99% of owners said they would recommend Tesla or Model 3 to relatives and friends around them.
Therefore, those who make unbridled remarks on the Internet and those who spend real money and silver to buy a car in reality are always two types of people. In the eyes of a large number of Tesla owners, they do not care about the interior is simple or rough, they are more concerned about the cultural identity or social needs brought by Tesla.
And if the next time someone says that Tesla has no marketing, everyone can argue on the spot, because Tesla is not without marketing, but without money for marketing, in addition to Musk's hot founder IP, word of mouth user reputation is Tesla's most successful marketing. Of course, whether it is social demand or word-of-mouth marketing, technical strength is the fundamental.
When I first entered the media industry, the first activity was to visit the Tesla Shanghai Gigafactory, I was very impressed, the mood was also very exciting, the freshness of the first participation was on the one hand, but more feelings came from the shock brought to me by the factory. As a car editor from an OEM, in theory, it should be commonplace for factories, but I have to say that Tesla is really different.
In the Tesla factory, there is no grand gate, no magnificent building, in front of the eyes are simple workshops and dense containers, and these containers replace the logistics warehouse workshop of the conventional factory, which can send materials directly to the production site with higher efficiency. The four workshops of punching, welding, coating and total are integrated into one, and the circulation of parts and land use efficiency are more efficient.
In addition, there is a unique die-casting technology, the large tonnage press will be model Y rear floor directly die-casting molding, a machine is equivalent to a production line. Of course, Tesla advocates advanced technology, after all, this technology has very high requirements for materials, processes and equipment, and it is still unique in the industry.
If you don't have any feelings about the above "dry goods", there is also a very intuitive embodiment of the yield. Tesla's Shanghai Gigafactory covers an area of 1,200 acres and delivers a total of 484,100 new vehicles in 2021, including more than 70,000 in December. The new electric vehicle factory of a certain independent brand covers an area of more than 2,000 acres, and the maximum planned annual production capacity is only 300,000 vehicles.
Large-scale industrial production, high efficiency means low cost. According to the financial report data, the gross profit margin of Tesla's automobile business in the third quarter of 2021 reached 30.5%, while Toyota's gross profit margin in the first quarter of 2021 was only 19.2%.
In addition, Tesla's Shanghai Gigafactory currently has a localization rate of at least 90%, and based on its cost pricing strategy, its price in the Chinese market is relatively low compared to the world.
But the terrifying ability to control costs is just the tip of Tesla's iceberg. After nearly 20 years of development, its three-electric technology, auxiliary driving ability are very outstanding, looking at the world there are few opponents, of course, there is a continuous enrichment of charging network.
Excellent technology and excellent products, which is the fundamental reason why Tesla sells 70,000 yuan per month. People who can spend hundreds of thousands to buy Tesla are never stupid, and Tesla is still in a state of short supply, the car pick-up cycle is generally 4-6 weeks, if it is not a production capacity restriction, its sales will only be higher.
Before 2020, Tesla also did not have any negative news. Because at that time, domestic new energy vehicles were not yet mature, and tesla was needed to guide the development of the industry, which was one of the reasons why the state introduced Tesla and approved it to build a factory in Shanghai. And Tesla also opened 986 patents in 2014, reducing the trial and error cost of developing electric vehicles and promoting the progress of the industry to a certain extent.
By 2020, some of the new car-making forces have scrawled off, but there are other parts that have developed better and better, and slowly gained a foothold, but at that time, everyone's attitude towards Tesla is basically based on benchmarking, to prove that they are better than Tesla.
By 2021, the new domestic forces will catch up with me, such as the first three "Xiao Wei Li" have achieved annual sales of more than 90,000 vehicles. However, Tesla is still riding the dust, and the annual sales of more than 930,000 units worldwide have turned it into a "local tycoon" and a target of public criticism. "Fighting local tycoons" has become the consensus of new forces in China, after all, the enemy of the enemy is a friend.
The Tesla problem is well known to many people, but it is also a pure electric vehicle, and domestic car companies will more or less have some negative news, but the heat is far less than Tesla. For example, the auto show rights protection incident of a new car-making force at the Guangzhou Auto Show and the explosion of a domestic new energy vehicle in a basement in Beijing in mid-to-late November were very small, and the heat was even less than a tweet from Musk.
For the media, in fact, everyone is the same, but Tesla is more popular, such as my article today. But Tesla has no money for marketing, and Musk is even more reluctant to spend money in these places, so there is an overwhelming amount of negative news. So why is Tesla able to frequently search for hot searches, is it really just that it doesn't spend money on marketing? The answer is left to you to judge.
Summarizing the list of New Energy Vehicle Sales in China in 2021, above Tesla, there are Wuling and BYD. After removing the slightly special Wuling, BYD is similar to Tesla to a certain extent, starting with technology and feeding the market with technology, which has created its annual sales of 584020 vehicles. If you only look at pure electric vehicles, Tesla's sales in the Chinese market are almost the same as BYD's.
But the difference between BYD and Tesla is that Tesla only has two main models, while BYD uses the tactic of car sea, not to mention that Tesla sells well worldwide and the unit price of customers far exceeds THAT.
The above is not tout Tesla, but only to objectively analyze its sales secrets. Domestic monthly sales of 70,000 vehicles, global annual sales of nearly one million vehicles, such achievements in the world there are few competitors, the world's first, approaching trillions of dollars in the market value is where its value lies.
So, do you choose Tesla or BYD?