"It's worth it."
It seems that no matter what kind of news Tesla is exposed, it will not provoke too many surprises.
Recently, according to an internal document, in order to solve the chip crisis and the set sales target for the fourth quarter of 2021, Tesla has "reduced the allocation" of some Chinese-made models.
Specifically, for some Chinese-made Model 3 and Model Y, Tesla removed one of the two electronic control units in the electronic power steering system. It is reported that these reduced models have been sold from Tesla's Shanghai factory to China, Australia, Europe and other places.
In this regard, Tesla said in an interview with the media: "Every vehicle we leave the factory must be in line with national regulations. "The reason why the user was not informed of this news is because the part is a redundant backup, which has no impact on the L2 assisted driving of the current vehicle, because only the future L3 will need a dual electronic control unit system, and when it is really needed, it can be modified and added."
Reverse the operation
Due to the shortage of chips, the reduction has long become one of the sentient beings who are guaranteed by car companies. Judging from Tesla's response, the allocation reduction is also within the reasonable scope of regulations. It is only relative to the obvious notice of other car companies, as well as the corresponding price reduction compensation, Tesla's "quietly for it", somewhat arrogant.
And this is not the first time Tesla has "made up its own mind."
According to the public information of the car combing: In November last year, some new owners broke the news that Tesla reduced the USB interface of some models, only prepared the interface location for future reloading, and also subtracted the wireless charging configuration of the mobile phone.
But previously, Tesla did not inform consumers of the reduction in vehicle allocation. Only after being exposed, it responded that because the chips and parts were out of stock, it was planned to refill the USB interface from December.
In earlier times, foreign media exposed that some car owners reported that Tesla secretly canceled the adjustment function of the co-driver's waist support, and became a filling in the place where the original waist support adjustment button was.
In response, Tesla CEO Musk said on Twitter, "Records from Tesla show that the adjustable waist support function is almost unused." When almost never used, it's not worth adding to this purchase for everyone. ”
However, it is worth mentioning that the price of this model has not been reduced.
As soon as the response came out, I immediately encountered a recoil: it is not my business to use it, but I spent money, you have to give me a match.
In fact, compared with the continuous price reduction operations in previous years, price increases have become the main theme of Tesla in 2021.
In August last year, the price of the Model S long-endurance version was raised to 859,000 yuan, an increase of 30,000 yuan.
On September 11, Tesla's official website in China once again showed that the price of the Model Y high-performance version was raised by 10,000 yuan to 387,900 yuan.
In mid-November, Tesla made two price increases in a week, with the price of model 3 rising to 255,600 yuan and the price of model Y rising to 280,700 yuan.
On December 31, it was raised again, of which the Model 3 after-drive version was raised to 265,600 after the price increase, an increase of 10,000, while the Model Y after-drive version was adjusted to 301,800, an increase of 21,000, which also means that the Model Y after the price increase is announced will no longer enjoy state subsidies.
In addition, along with the price of the car, there is also Tesla's premium, one price a day, more stimulating than stocks.
On December 27, 2021, after the launch of new energy vehicle captive insurance, almost all Tesla riders across the country posted their insurance policies online, and the price change of commercial insurance can be called a price a day, and the price of commercial insurance of the same model floated more than 5,000 yuan in a week. "Pick up the car a day late, the premium has risen by 10,000 yuan, and the car is not in the mood." Repent and cry..."
In this regard, many netizens wonder why Tesla's price increase is the highest under the same policy?
"Tesla's claim rate and claim amount are too high, reaching 1:1.4, which is equivalent to charging a dollar premium to pay 1.4 yuan, so the premium price of Tesla's entire series of models has increased."
Some insiders said that because Tesla is using an all-aluminum integrated body, it is not easy to repair sheet metal after the collision, and it can only be replaced as one, and the amount of compensation after the insurance is more expensive than other models. Moreover, Tesla has a large number of ownership, so the accident rate is relatively higher.
According to the 2021 automotive reliability survey report of the US authoritative organization, Tesla's performance is the same as last year, and the reliability is the second to last. J.D Power's data also shows that the failure rate of Tesla vehicles is very high.
Still blood earned
"Is such a Tesla worth buying?" Many netizens asked so questions.
"Value." A set of data that gives a positive answer.
Let's look at the delivery data in 2021: Tesla's new car deliveries exceeded 936,000 units, an increase of 87.4% year-on-year, and the 1 million mark is about to break through. In contrast, the three new domestic car-making forces "Wei Xiaoli" are difficult to match, and they are still attacking 100,000 vehicles.
In fact, Tesla's "lethality" is not limited to new energy, but also hurts the traditional luxury field.
Previously, Bloomberg had released a survey of "models abandoned for the Model 3", and after surveying 5,000 Model 3 owners, it was found that the brands most impacted by the Model 3 were: BMW, MINI, Audi, Acura, Infiniti, Porsche, Lexus, mercedes-Benz.
Today, Tesla is continuing to amplify this trend. Among them, tesla model Y with annual sales of 169,800 vehicles, ranking first in the sales list of high-end SUVs in the Chinese market. Even in the overall SUV market, the Model Y's annual sales ranked sixth, surpassing traditional hot-selling SUVs such as Tiguan and Highlander.
The sales of a ride on the dust has also greatly improved Tesla's "gold absorption" ability.
According to Tesla's financial report, its operating income in 2021 was $53.823 billion, an increase of 71% year-on-year; and the net profit attributable to the mother was $7.64 billion, an increase of 211% year-on-year. At current exchange rates, $7.64 billion is equivalent to 48.57 billion yuan, and Tesla made an average of more than 100 million yuan per day last year.
Among them, the most critical is a data showing that Tesla's gross profit margin of vehicle sales has reached a staggering 30.6%.
What is this concept? In the past, Toyota has always been the most profitable car brand, and its gross profit margin can reach about 20%; in addition, some traditional luxury brands also have good earning power, such as Porsche bicycle gross profit margin of 16.7%, Ferrari is 18%; while the domestic high-end new energy vehicles Weilai and ideal bicycle gross profit margin are 18.6% and 18.9% respectively; in 2021, the gross profit margin of Xiaopeng Bicycle, which ranks first in the list of new car-making forces, is only about 11%.
In this regard, Tesla's chief financial officer said that Tesla's profit margin can rise sharply, and the high-volume delivery of the Model Y is the key, and its profit margin is much higher than that of the Model 3.
And this ability to earn money, Tesla is still expanding.
According to the current product planning, in 2023, Tesla will launch three new cars that have been jumping tickets for a long time, Cyberruck, Semi and Roadster. Among them, according to official estimates, the sales of electric pickup truck Cyberruck are at least 250,000 units.
At the same time, Musk personally debunked the rumors, and as of now, there are no plans to launch the rumored $25,000 car. "If Tesla focuses on increasing production capacity in 2022, then there will be no energy to launch new cars."
In fact, whether it is to reduce allocations, increase prices, or not launch low-priced models in time to seize land, the voice in the market seems to have never been able to sway the track that Tesla has already set, and this may be the key to its sales "invincible".