In February 2022, new energy vehicle brands announced sales before many traditional car companies, Xiaopeng and Ideal have crossed the threshold of 10,000 units of monthly sales, although Weilai seems to have fallen behind this time, but there is no doubt that the new power brands have won a good lottery in 2021 and early 2022.
When the new domestic car-making forces are selling more than 10,000 units a month, Tesla's global sales in 2021 have approached one million units, and so far, Tesla's lowest price model is still Model 3, the guidance price is 276,700 to 339,900 (before subsidies), the price of this entry-level model has exceeded most domestic luxury brands, including BBA models, and Model 3 in 2021 domestic sales have come to 272,900 units, surpassing the Audi A4L, BMW 3 Series as well as Mercedes-Benz C-Class, and there are a large number of orders that have not yet been delivered.
Therefore, many people have begun to question whether the price S will be after the BBA, so we may wish to see if Tesla is really qualified to wrench with the domestic first-line luxury brand BBA.
Looking deep into the price range, Tesla may not have thought of competing with the BBA
First of all, from the price point of view alone, the price of Tesla's entry-level models has completely reached the ranks of luxury brands, and its sales have completely surpassed the three competitive models of BBA, plus the price of its high-end model Model S/X has also reached the million level.
Judging from the price of the model, Tesla is indeed enough to compete with traditional luxury brands. However, it should be noted that the price span of Tesla's products is very large.
At present, the price range of the hot-selling Tesla Model 3/Y is stable between 250,000 and 350,000, while the price range of model S/X is between 900,000 and 1 million, there are currently no other products in these two ranges, and the highest-selling product is only Model 3/Y, and the monthly sales of Model S/X are about 1,000 units.
This also stems from Elon Musk's early strategy for automobile manufacturing and sales, there are rumors that as early as his college has mentioned that the future to do car manufacturing, the first launch of high-end models to open the market, and then directly push the entry model to go, the high-end model brand effect radiation to the low-end model to go, so that more people drive the car he made.
From this point of view, Tesla's direction is more like quickly becoming a car brand for ordinary families such as Toyota and Volkswagen, and the reason for launching high-end models such as Model S/X and Roadster in the early stage is to make a name for itself as soon as possible and pave the way for later models.
At the same time, the latest entry-level model that has been rumored for a long time will be a hatchback priced below the Model 3, with a domestic price expected to be around 160,000, and no Tesla will launch a mid-to-high-end model priced between the Model Y and the Model S.
(The picture is only for reference to non-real cars)
In general, from the current and future product layout, Tesla itself does not want to compete with luxury brands such as BBA, and it wants to let every household buy a Tesla product.
The psychology of car owners, is it poor to buy Tesla or rich to buy Tesla?
If you put it before the Model 3 is unveiled, perhaps Tesla will be a status symbol, but when the street is full of Model 3/Y and there are few Model S/X, this idea will change somewhat.
Think about why you want to buy a BBA or a high-end luxury brand car?
Psychological satisfaction is the most important influencing factor.
The so-called psychological satisfaction, that is, how much influence the brand brings to you, popularly speaking, it is a matter of face, but in fact, many people buy BBA is not completely a face problem, but after the economic conditions reach this level, they buy a BBA to give themselves psychological satisfaction.
For example, when you first joined the work, watch the boss drive a Mercedes-Benz, at this time you are thinking that Lao Tzu will also buy one later, and after the work this year, the deposit is enough, you also bought a Mercedes-Benz, even if the boss drove a Mercedes-Benz S-Class, you are now buying a Mercedes-Benz C-Class, but at this time your psychology has also been greatly satisfied.
Unlike the BBA that can bring psychological satisfaction, Tesla is still far from such a psychological satisfaction situation, after all, I will not have the satisfaction of the BBA logo because I bought a Model 3, and many people who buy model S do not need such psychological satisfaction.
So there is a question, what are the factors that affect people to buy Model 3/Y? The first is the new energy license, followed by the daily commuting cost is much lower than the fuel car, the later maintenance is far lower than the fuel car, and finally the Tesla technology experience and brand. The most important factor that affects people to buy BBA is the car logo.
The gap is here, most of the current owners who buy Model 3/Y are in the economic and practical and Tesla as the head brand in the new energy brand to start a Tesla model, more factors are both to save money and brand effect. On the other hand, the owner of the BBA must put the brand in the first place of the purchase orientation, and even do not consider the issue of affordability.
That is to say, judging from the portraits of the owners of the two models purchased at the moment, most of them are not the same type of people.
In general, when Tesla sales soared, it cannot be said that it must be compared with BBA, and people who buy Model 3/Y can also afford to buy 3 Series, A4L and C-class, but the demands of consumers who buy BBA are completely different from those of Tesla.
For Tesla, from the current layout, it has not thought of doing such a brand as BBA, from the perspective of user portraits, it is more inclined to the general public, they pay more attention to practicality and economy, and the added value of brand power prompted them to choose Tesla instead of other new energy brands.
So if you want to ask whether you can add an S after the BBA after the annual sales of nearly one million, you may have to wait for tesla to lay out several models in the range of 400,000 to 800,000 to determine, but it may also be that he himself does not want to do S after the BBA, but Volkswagen and Toyota are the same size of global Tesla.