The author | Liu Gongchang
In the Chinese new energy vehicle market in 2021, Tesla is the biggest winner.
According to the sales data released by the Association, in December 2021, Tesla delivered 70,847 vehicles in China, an increase of about 34% month-on-month. Tesla's cumulative deliveries in China for the full year of 2021 will be about 321,000 units, an increase of about 133% compared to about 137,000 units in 2020.
Just 10 days ago, Tesla released its full-year 2021 car production and delivery data. According to the data, Tesla's global sales in 2021 increased by about 87.4% year-on-year to 936,000 units.
What are the sales of other manufacturers of electric vehicles in China?
On January 4, Tesla's main rival in China, BYD officially released data showing that the company's total sales in 2021 reached 730093 vehicles, an increase of 75.4% year-on-year. Among them, the annual sales of new energy vehicles reached 593745.
If in China, BYD electric vehicle sales undoubtedly greatly exceed Tesla, but BYD's main battlefield is still domestic, has not really gone out; in terms of the number of models, BYD pure electric vehicle models are no less than ten models, plus hybrid models, more than 20 models; Tesla only has 4 pure electric models. The gap in explosives index is too large. For Tesla, China accounts for only more than a third of its overall sales, and its main sales target is the United States, while BYD has basically no sales in the United States.
The profit difference is even greater. BYD released its 2021 annual report, showing that the company achieved operating income of 130.055 billion yuan, an increase of 22.79% year-on-year. The net profit attributable to the shareholders of the listed company was 2.78 billion yuan, a year-on-year decrease of 31.63%. From the first quarter to the fourth quarter, the net profit was 102 million yuan, 377 million yuan, 1.048 billion yuan and 1.263 billion yuan, respectively, noting that this is the entire BYD company, and its new energy business has not been announced separately. There should be less.
Tesla tesla officially released a net profit of $438 million in the first quarter of 2021, a net profit of $1.142 billion in the second quarter, and a net profit of $1.6 billion in the third quarter.
Because in China, the two cars are calculated in RMB and hang each other, so the profits of the two can also be converted in RMB, not to mention, basically more than 10 times
In 2021, only BYD will sell nearly 600,000 new energy vehicles in China, and other Wuling will rely on the annual sales of Shenche MINIEV to exceed 400,000, and the profit is similar to that of selling electric bicycles. The rest of the car companies are better at the 100,000 level.
That is to say, in 2021, China's new energy vehicles from the sales point of view, Tesla ranked second, from the perspective of profits, Tesla is far ahead, it can be said that in the 2021 China new energy vehicle market, Tesla is the biggest winner.
Negative role in public opinion
Tesla, which appears in the media in 2021, is basically such an image.
At the beginning of 2021, when a Hainan Tesla owner was driving a vehicle at a low speed, there was a situation of "braking", and the vehicle hit the wall.
In May 2021, a similar Tesla "hit the wall" incident due to slippery ground in Hangzhou, and the owner said that how to step on the brakes during the incident was "useless".
In addition, according to incomplete statistics, Guangzhou, Shaoguan, Taizhou and other places have had tesla vehicles "out of control" to death last year.
However, Tesla seems to be an unkillable little strong, as if enjoying the enemy's siege of thousands of weights, I am not moving my pride.
On January 20, 2022, Tesla WeChat public account published an article in response to the question about "why Tesla does not advertise". Tesla said that "it will not leave a figure on the billboard, speaking in terms of products, word of mouth and other facts, and the advertising cost is almost zero."
And for those who jumped up to argue with themselves, and even went to court, Tesla did not follow the customs, like other companies to stuff money and talk about peace and tranquility, but took the initiative to go to the Bo gongtang, not only to undertake the other party's lawsuit, but also dare to oppose the other side's army.
In the whole year of 2021, Tesla almost all spent time in "being protected", and the second most influential and well-known to the outside world is the Shanghai Auto Show "roof rights protection" and Wenzhou Tesla "out of control".
Henan female car owner's roof rights protection
The most controversial is the Henan women's roof rights protection incident.
On February 21, 2021, an accident occurred in Ms. Zhang's Tesla Model 3. Ms. Zhang believes that tesla vehicles "brake failure", and has repeatedly gone to Tesla's Zhengzhou store to defend her rights. After the incident, Ms. Zhang made many negotiations with Tesla, and the Market Supervision Bureau presided over the consultation, but no agreement was reached on a solution.
Then, at the Shanghai Auto Show on April 19, the woman wore a special T-shirt with four big red characters printed on it: "Brake Failure"! There is also a Tesla logo below, jumping into the car and constantly shouting repeatedly: Tesla brake failure! Tesla brakes fail! Shout "tear your heart and lungs"! It's all broken!.
After the auto show incident, Tesla's global vice president Tao Lin said in an interview with the media: "The recent negatives are all contributed by her (referring to the plaintiff)," "only willing to pay high compensation," "I must insist on high compensation," "I think she is very professional, and there should be (people) behind her." At the same time, Tesla's official Weibo also said on April 19 that "the owner strongly rejects all the plans we propose."
Ms. Zhang believes that the above statement is intended to create a negative image of her unreasonable trouble and professional car trouble, seriously misleading public opinion, resulting in her and her husband being attacked and abused by the Internet, and the reputation loss is heavy.
The woman's behavior caused an online frenzy, and the crusade against Tesla changed from a cold gun to an atomic bomb. At this time, the official media also began to intervene.
On May 6, 2021, Ms. Zhang and her husband filed a civil complaint with the Beiguan District People's Court of Anyang City.
Ms. Zhang said that since the case was filed in May, she and tesla have gone through a lengthy judicial mediation process, three pre-trial conferences, and have not reached a consensus, while tesla has always been arrogant. "I hope that Tesla and Ms. Tao Lin will publicly apologize for their untrue remarks and clarify the truth."
In addition to this defamation infringement lawsuit, Ms. Zhang believes that Tesla's act of disclosing the data in the first minute of the accident through the media on April 22 violated her right to data privacy, and she will also file a lawsuit against Tesla. Coupled with lawsuits for infringement of the legal right to know, and product quality liability disputes against Tesla's brake problems, there are now 4 (lawsuits) to be fought.
On September 27, 2021, the female owner of the Henan car told the media that she received a pre-litigation mediation opinion consultation letter from the Qingpu District People's Court in Shanghai on August 14. Tesla demanded an apology and 5 million damages to her reputation.
（1）
The mouths are shoveled, and the bones are destroyed. Tesla's complaint letter uses two words with chinese characteristics, just like Musk used Cao Zhi's seven-step poem in the face of forced donations.
On December 24, 2021, the shanghai auto show "roof rights protection" female owner sued Tesla, a trial at the Beiguan District People's Court in Anyang, Henan, 249 days have passed since the parties stood on the roof of Tesla.
According to Fu Jian, a lawyer representing Ms. Zhang quoted by the public network, "its litigation claims mainly include requiring Tesla to stop the reputation infringement and eliminate the impact, make a written apology and publish an apology announcement in the national media, publish a written apology letter to the plaintiff on the official Weibo (Weibo tops for 30 consecutive days), and claim 50,000 yuan for moral damages."
On the evening of December 30, 2021, the Tesla roof rights protection women's car advocate woman spoke again on her personal Weibo, revealing the latest trial details.
The trial mainly focused on "refusing to detect", "there is someone behind it", "brake failure" and "high compensation" and other Tesla's false statements to prove each other.
First, Tesla once said that Ms. Zhang refused to test, and claimed that "any qualified third-party testing agency nationwide can test." In response, Ms. Zhang said that when she asked in court which institutions could be tested, Tesla refused to reply. Ms. Zhang also stressed that she had not refused third-party testing from beginning to end, but that she had refused designated third-party testing that did not have judicial qualifications.
Tesla said in the 2021 Weibo: "When Tesla staff proposed that they could find a professional testing agency to identify, his husband Mr. Li said that only if the test result is a brake failure will be accepted, otherwise the test result will never be recognized." Since then, Ms. Zhang has continued to invite a number of media into the store for interviews and live broadcasts. ”(2)
This Ms. Zhang is such a statement, and her husband is another statement, who to listen to? And since you think that Tesla's designated testing agencies have problems, then you have designated a test yourself and will soon be finished?
Regarding "someone behind her back", Ms. Zhang said that during the trial, Tesla accused her of being manipulated by the media or institutions behind her. Tesla's "audio evidence" provided in court showed that some auto media contacted Ms. Zhang and were willing to reproduce the scene of the accident to test whether Tesla could drive to 118.5km/h. The recording was also used by Tesla as evidence that Ms. Zhang "manipulated" the media. Ms. Zhang believes that this is ridiculous.
In fact, regarding the matter of people behind this, Tesla pointed out at the time: Regarding the "rights protection" incident at the Shanghai Auto Show, some netizens provided information indicating that Feng X, Han X and others were the main organizers and planners of the "rights protection" incident of the auto show. Tesla will reserve the right to safeguard its legitimate rights and interests in accordance with the law.
(2)
There is also a key issue here, the issue of data release on the accident car.
So does Tesla provide complete driving data?
On April 22, 2021, Tesla sent a weibo, announcing that it had provided the Henan woman with complete data for the 30 minutes before the accident (at least Tesla thought it was complete), and the courier sent a paper version to her, and also sent an electronic version through the mailbox.
Henan female car owners believe that the data provided by Tesla is incomplete, but tesla can not make any modifications to the data of EDR, and EDR is the black box on the car. The data at the time of the incident are still intact and are sealed by the Henan woman in her car.
Then, since the female owner believes that the brakes fail and Tesla data is suspected of being falsified/incomplete, Tesla's data must be inconsistent with the real data recorded by EDR. But in line with the principle that whoever questions it will be proved by whom, since you Henan woman believes that Tesla's brakes fail, then according to normal people's thinking, she will definitely try to do everything possible to prove the authenticity of Tesla's brake failure. Next, she only needs to extract the EDR data on her car and compare it with the data provided by Tesla, as long as the two data are inconsistent, doesn't it prove that Tesla data is fake?
But she just wouldn't allow it. The car is their own, and no one is allowed to take anything from their own car.
（3）
It has now been a full month since the court trial, but there is no news of the verdict yet.
Wenzhou male car owner rights tesla judgment
At the same time as the Henan Women's Court's judgment, Wenzhou had a similar rights defense case against Tesla.
On the evening of August 12, 2020, when Mr. Chen of Wenzhou drove the Tesla Edamame 3 into the parking lot, the vehicle suddenly accelerated, hitting more than a dozen cars in a row, Mr. Chen was seriously injured, his waist bone was broken, and his large intestine was amputated by 30 centimeters, which was medically identified as a grade 9 disability.
As for the cause of the accident, Mr. Chen insisted that it was "out of control acceleration and inability to brake", and the so-called "throttle when the brakes were stepped on" test report, because the insurance company needed to settle the claim, and had to say so, and asked for help on social media.
Both sides against the Polish Court.
Compared with the Henan incident, the Wenzhou incident is thought-provoking. The Wenzhou incident took only about 2 months from the occurrence to the verdict, no leaflets were issued in the middle, no cars were noisy, there was no support from media netizens, and everything was spoken by the law. The key to being able to judge so smoothly is that the Wenzhou Municipal Society of Automotive Engineering extracted the EDR data of the vehicle that occurred, compared with the background data provided by Tesla, and found that the two data were completely consistent, confirming that the data provided by Tesla was real, and it was the owner of the so-called old driver who had been driving for many years who stepped on the electric door as a brake.
The key to the Henan incident is stuck here, after the Tesla side released the data, the Henan female car owner was reluctant to take it out, just blindly turned to the media public opinion, and the lawsuit that should have been against the Tesla car itself turned out to be a reputation lawsuit.
What ms. Zhang said is true?
At this time, the netizens' attitude towards Ms. Zhang began a 180-degree turn.
Ms. Zhang's statement is as follows:
Regarding the speed, everyone has seen the data in the minute before the incident, and the core is that the speed of the car is 118km/h (32.8m/s) when the brakes are first slammed.
Say that the incident occurred during the rush hour, and the result was the tenth Sunday of the New Year' Day!
Say it is a city section, the result is a new suburban section!
Tesla asked for a dashcam USB flash drive, which she said had been formatted. Knowing that it can be restored, he immediately changed his mouth and said that he did not insert the USB stick. At the beginning, the relevant departments came forward to coordinate and agreed to the third-party testing, but the next day how to disagree! Her husband also said that any third-party test is not a brake failure is not accepted!
Saying that Tesla did not publish data, even tesla published and forwarded data from relevant departments was later said to violate privacy.
The auto show pass is said to be self-applied, but it can be found to be a manufacturer's certificate!
Say it was an impulse to wear a printed font brake failure! The big fuss auto show claimed to be three months pregnant (later confirmed by the police that she was not pregnant), and it turned out to be lying for self-protection!
（4）
When interviewed, he said that he had not met or made an appointment with the other two rights defenders, and only chatted in the WeChat group. Now the video is released is organized and premeditated, and it is an organizational video that enters the auto show site.
Another interesting video may be the female owner of the Xi'an car, her appeal is that the brake failure and the car accident airbag did not burst, and as a result, after a few days of surveillance, she directly deleted Weibo and ran away.
Detained for five days said that he had not eaten, and the next day he brushed the vibrato and sent a circle of friends!
Combing through what this lady has said, it is not difficult to find that from beginning to end, it is difficult to find out which few words are true.
As a netizen said: you can deceive all people for a short time, you can also deceive one or two people for a long time, but it is impossible to deceive all people for a long time without wearing a gang.
Tesla's Chinese elements
We do not talk about its contribution to China in terms of tax revenue and human labor, but only that in addition to the Tesla brand is indeed American, its main components have many Chinese elements.
The gigafactory in Lingang, Shanghai, was first produced by a group of yellow people, and in addition, Tesla's multiple production parts, including the three-electric system, were provided by Chinese suppliers.
Charging piles, inverters, charging pile networks, operations, transmission boxes, steering wheels, bumpers, instrument panels, interior parts, seat belts, seals, sensors, relays, air conditioners, etc., the manufacturers are all Chinese enterprises.
（6）
We see that from interior parts to metal trims, Tesla uses Chinese products. Some people may say that these are some of the lowest grades, and the Chinese people can only earn some of the lowest level of hard-earned money, the problem is that the high-level incense money has the ability to earn ah. In fact, one of tesla's most core components of the battery, mainly from China's Ningde era. If you want people to use you, it is to make yourself stronger than the opponents that others use.
Sales in China over the past year have taught us that if something is really good, those elaborate smears end up making fun of themselves.
exegesis:
(1) Tesla began to fight back! Henan female car owners have been formally sued to claim 5 million yuan from them! 2021-09-27
(2) After the suspected failure of "milk tea public relations", Tesla said that there was a "team" behind the Shanghai Auto Show rights protection car advocate lady, China Economic Weekly Release time: 2021-04-28
(3) The latest reversal of tesla roof rights protection incident? - Article by Liang Drinking Cream - Zhihu https://zhuanlan.zhihu.com/p/378487897)
(4) Tesla began to fight back! Ms. Zhao of Henan was collectively denounced by Tesla car owners: we were killed by a group of big bosses Release time:2021-05-02 13:40 Entertainment enthusiasts
(5) Tesla: The accident rate crushes the U.S. car only 1/92022-01-1615:01:10 Source: Fast Technology Report
(6) Why to boycott Tesla, is to live with ourselves2021-12-1513:02:27 Source: Car pickpocket