Recently, Tesla released the first quarter of 2022 financial report. According to the data, Tesla's total revenue in the first quarter was 18.756 billion US dollars (about 120.2 billion yuan), an increase of 81% year-on-year. Net profit attributable to shareholders was US$3.318 billion (approximately RMB21.28 billion), an increase of 658% year-on-year. Automotive gross margin was 32.9%, another record high.
In the past Three months, almost half of the automakers have been affected, whether due to the epidemic or the shortage of spare parts, with the exception of Tesla. In March, Tesla's wholesale sales in the shadow of work stoppages were 65,814 units, an increase of 85% year-on-year; in the first quarter of 2022, Tesla's cumulative sales exceeded 180,000 units, reaching 182174. This hot data, or after Tesla's continuous price increases on December 31 last year, it still continues to be in short supply and demand, and the need to pick up cars is waiting for 20-24 weeks, that is, 5-6 months.
Among them, Tesla Model Y, which accounted for the majority of sales, sold nearly 40,000 vehicles in March, an increase of 114% month-on-month and a year-on-year increase of 291.4%. From January to March, the cumulative sales volume reached 74,681 units, an increase of 354.8% year-on-year, and the sales volume in March and the first quarter ranked first in the list of new energy SUVs. And this hegemony is also evident in the 2021 global sales list, with sales almost close to the sum of the two plus three lists.
From the perspective of sales, Tesla has indeed created one record after another, and observing its market public opinion environment, Tesla has brought its own black physique from stepping into China, from cutting the old owner leeks to the roof of the car to protect rights, Tesla is the eternal negative topic king. But why did this black lord hang all the way in a scolding, "rising and rising"? I am afraid that we want to discuss a topic and acknowledge a "consensus of the times": that is, an era has the characteristics of an era, each era will have its advantages and disadvantages, it has its limitations, and each era will appear a representative of the times, such as Mercedes-Benz on behalf of the inventor of the car, such as a Cadillac who bravely started, so we have to understand, what are the characteristics of the current era of automobiles? Tesla - whether you admit it or not, whether you see it or not, it represents the future of the car - new energy + artificial intelligence era! It is a pity that many veteran car companies are still sitting high in the dividends of the last era, so that they have not returned to the wheel of the times and are ruthlessly crushed by the wheels of the times.
In terms of product strength, Tesla used a luxury electric coupe - Model S in 2012, with a price of nearly one million and 4.4 seconds to break the unprecedented new energy market and even the entire automobile market at that time, and established a high-end, fashionable, and scientific and technological smart label. At the same time, directly compared with BBA and even reached Porsche pricing, the product positioning among the luxury car companies. In addition to the product itself, Tesla has also been increasing the brand premium by passing on added value. It is also with such unusual product thinking and marketing concepts that Tesla has created a high-end brand image. Therefore, a large part of the people who buy Tesla now are going to the Tesla brand.
Secondly, at the marketing level, Tesla belongs to the typical insistent personality "go my own way to let others have no way to go", there is a negative fear of things are not big series, its classic PUBLIC RELATIONS words: "We will never compromise" in line with the founder's realistic version of "Iron Man" Musk's personality. The Internet, personal IP, and public sentiment catharsis, whether good or bad, have achieved Tesla's achievement of "no one in the world knows" to the point.
The essence of consumers buying a car is still attributed to user needs and experience, although there are many trolls on the Internet, but there are a few real Tesla owners. Seriously visit the Tesla car owners around them, including Xiaobian himself, realistically speaking, Tesla is very fragrant: acceleration performance, endurance performance, sense of scientific and technological operation, no sense of after-sales service (because no maintenance is required), charging convenience (1, 2-tier cities supercharging dense coverage, driving into the local city popular commercial library, Tesla owners can see Tesla's red eye-catching exclusive guidance, and the charging bit is sufficient, this experience is really good, there is a lifetime free destination charging blessing, 3 cities are now also doing full coverage. At the moment when oil prices are high, the oil cost saved every month is also not small.
This is not a recharge article, we just respect the facts and data, see what value and enlightenment does what is happening really provide us? As Tesla CEO Musk said in an interview, "It's not unfair, the demand is there." The times rise and fall, the gods return to their places, and each era is still providing opportunities for those who have the ability, may the cold winter of the epidemic pass as soon as possible, and all things will come into being to the sun.