Since the completion of the Shanghai Gigafactory, with the continuous improvement of the localization rate, Tesla's Model 3 and Model Y two domestic models have been adjusted at prices. Among them, the starting price of Model 3 has been adjusted from the initial more than 300,000 yuan to 265,600 yuan after the subsidy, which is still because of the price after upgrading the configuration and having a small increase.
Although many Tesla owners joke about themselves as "leeks", this does not prevent Tesla's hot sales in the Chinese market. As prices become more and more "close to the people", Tesla's sales have also reached new highs.
According to the data, Tesla will achieve global sales of 940,000 vehicles in 2021, of which about half of the production and delivery will come from the Shanghai Gigafactory. It is understood that the overseas delivery volume of Tesla's Shanghai Gigafactory in 2021 will exceed 160,000 vehicles, meeting the needs of more than 10 countries such as Europe and Asia, and the export volume of Tesla Model 3 alone in 2021 will exceed 130,000 vehicles.
This means that the Shanghai factory has become an important base for Tesla's global exports. Thanks to the benefits of localization, under the multiple price adjustments, and the absence of tariffs and transnational transportation costs, the price of Tesla in the Chinese market has also become the lowest in the world.
According to the statistics of the British research institute Confused.com, the current tesla Model 3 in the market price of many market segments in the world, Chinese mainland and Macau, China, the lowest price, of which Macau, China is 254,700 yuan, and the Chinese mainland is 265,600 yuan.
It is followed by Romania, which is priced at about 268,200 yuan, and the Japanese market is priced at 270,400 yuan. In addition to these, the markets including France, Norway, Switzerland, Puerto Rico, the United States and Iceland are all priced at less than 300,000 yuan. In contrast, in the 10 regions where tesla Model 3 is the most expensive to buy, the price in the Singapore market is the highest, reaching 536,400 yuan.
In contrast, with the continuous improvement of the localization rate and the hot sales in the Chinese market, it is naturally inseparable from Tesla's open and transparent direct operation model and price strategy. The increasingly reasonable price strategy has also brought good benefits to Tesla.
According to Tesla's financial report data, Tesla achieved a total revenue of 53.823 billion yuan in 2021, an increase of 71% year-on-year. Among them, the total gross profit of the automobile business was 13.839 billion yuan, an increase of 98% year-on-year, and the gross profit margin was as high as 29.3%.
Although the current head new forces such as Weilai, Ideal, and Xiaopeng have not yet announced the annual results, if they take their auto gross profit margin in the third quarter of 2021 as a reference, only the ideal car exceeds 20%, reaching 21.1%, while the gross profit margin of traditional car companies generally hovers between 8% and 10%.
From this dimension, although Tesla has made many price cuts, it has brought a lot of impact to the new energy vehicle market, and with the increase in scale, the price adjustment is still within a reasonable range.
Of course, in recent months, Tesla prices have risen one after another, more because of configuration upgrades, rising costs of parts and materials, and the decline of new energy subsidies. Among them, the Tesla Model 3 rear-wheel drive version rose by 10,000 yuan to 265,600 yuan compared with the previous one, and the Model Y rear wheel drive board increased by 21,088 yuan to 301,800 yuan compared with the previous price.
Therefore, from this list of global prices and the price adjustment in the Chinese market in recent times, it can be guessed that after localization enters the scale, the domestic versions of Tesla Model 3 and Model Y will not be significantly reduced in the short term, but in the long run, Tesla may also be expected to further adjust pricing through cost reduction and efficiency.
At Tesla's 2021 shareholders' meeting, Musk announced Tesla's five-step plan to reduce costs, that is, from battery design, battery factory construction, cathode materials, and vehicle integration, to reduce the expenditure of each Tesla model by 69%. That is to say, after the cost dividend brought by scale, consumers may also hope to enjoy the dividends brought by the production and manufacturing process through the improvement of tesla's new technology efficiency.
However, this requires a certain period of time, as Musk said, Tesla's most important issue now is to ensure the production capacity of existing models, focusing on supply chain and production optimization. Therefore, according to Tesla's planning, in order to ensure the production capacity of Model 3 and Model Y, Tesla will not launch new models in 2022, but is committed to ensuring the production capacity of existing models, focusing on supply chain and production optimization.
Red dot observation:
With the increasing penetration rate of new energy in the Chinese market, Tesla has also achieved good results in the Chinese market. In 2022, Tesla is expected to deliver 2 million vehicles in the global market, and the Chinese market is bound to be its most indispensable and important unit.
With the price system tending to stabilize and the penetration rate of products in the end consumer market is getting higher and higher, Tesla is also expected to break records again in the Chinese market.
However, in recent times, due to the reduction of electronic components of the electronic steering power system, Tesla has once again stood on the cusp of public opinion. According to Tesla China customer service response, every vehicle from Tesla's factory must be in line with national regulations. At present, public opinion is still fermenting.