During this time, Tesla and Musk are frequently on the hot search. Tesla was exposed to brake failure, after the official investigation is "mistakenly stepping on the accelerator pedal"; Tesla Berlin Gigafactory paint workshop sewage leak, was caught by the private environmental organizations; Musk "questioned" Bill Gates, who holds a short position of 500 million yuan Tesla, whether he shorted Tesla's chat records exposed, although it is not a trade secret, but still attracted a lot of netizens to watch and hot discussion.
For Tesla's frequent price increases, Musk was also very frank in an interview: "There is nothing unfair about price increases, after all, in addition to the rise in raw material prices, Tesla is also in short supply in the market, although this year's production capacity will increase by 50%, but it is still unable to meet the market demand." ”
When asked whether he would continue to raise prices in the future, Musk said that he would not in the near future, because the previous rounds of price increases had already collected the money for the recent cost increases in advance. The price of Tesla models now includes a budget for future cost increases.
Judging from Tesla's first-quarter financial report, this price increase did offset the impact of many cost increases: total revenue in the first quarter increased by 81% year-on-year, while the profit of Tesla's common shareholders increased from 438 million yuan in the same period last year to 3.318 billion yuan, an increase of 658% year-on-year, a record.
Some media have roughly estimated that Tesla can earn an average of 68,600 yuan per car sold, and the gross profit margin of a single car is about 33%. Almost crushing a number of traditional car companies, including BBA.
Buying and selling emphasizes fair trade, costs rise, and short supply will naturally lead to an increase in selling prices, but whether consumers buy or not is another matter. At present, Toscote's main sales model Model Y sells up to 316,900 yuan of standard renewal, while the North American market does not provide standard renewal, and the long-endurance price is 400,000+. The reason for this situation is mainly because Tesla, with its own charging network, has no rivals in the North American market.
The domestic is different, the competition of many new car-making forces, as well as the improvement of public charging facilities, etc., have to be treated with caution by Tesla. Therefore, in order to achieve a balance between selling prices and profits, a benign competitive environment is the key, and this needs to start from the regulatory norms of the entire new energy vehicle market.