The rise of domestic new energy brands, so that Tesla is not hot? Think too much

tesla

In the past few days, the news about "who is the second factory of Tesla settled" has been stirred up on the Internet, some say Chongqing, some say Shanghai, so far have not been able to have a definite statement.

It is difficult to imagine that the site selection of a car company's factory can brush the screen of the car circle and become a hot headline, which shows how much influence Tesla has in the field of new energy vehicles in China and even the entire car market, even if it has been in China for 7 years.

Speak with data

If the above feelings are somewhat subjective, then we will talk about data.

In the first quarter of this year, Tesla's total global revenue reached $18.756 billion, achieving an 81% year-on-year increase, while the net profit reached a staggering $3.318 billion, with a gross profit margin of 32.9%, far exceeding the industry average.

In the domestic market, despite the impact of the epidemic shutdown, Tesla still handed over 65,184 new car sales in March, which is also Tesla's record of more than 50,000 months of sales for seven consecutive months, and their cumulative sales of new cars in the first quarter of this year totaled 182,174, which was very eye-catching. It is not easy to know that in the context of the turbulent international situation and the repeated domestic epidemics, it is not easy to achieve such results.

Recently, it was reported that in order to restore production capacity as soon as possible, Tesla decided to implement a "two-shift" system in the Shanghai factory from May 16, and strive to increase the production of the production line from the previous 2,000 vehicles / day to 2,600 vehicles / day to meet the recent backlog of orders, but this news has not been officially confirmed.

Why is it so "best-selling"?

So why is Tesla so "best-selling" in China? Xiao Zhi believes that there are mainly the following reasons.

First of all, Tesla was founded in 2003, this time node almost surpassed all the new energy vehicle companies on the market, and from the company's establishment or even earlier planning stage, Tesla has made it clear to build "pure electric vehicles" and promote the goal of new energy in the automotive industry, which means that Tesla has set up its own signboard in the field of new energy early.

The head of Tesla, "Elon Musk", is a businessman who is proficient in "marketing", after he injected capital into the chairman, he was not only committed to the development of pure electric car technology, but also involved in "space exploration", "brain-computer interface", "artificial intelligence" and other fields, whether this is speculation or real money and silver investment, it has been given the label of "advanced cutting-edge, future-oriented".

And because of this, Tesla's relatively tall brand image has been established in the minds of consumers, and then when Tesla entered the domestic market, it quickly occupied the high-end market of new energy vehicles, after all, even rockets can be built, and it is natural to build cars.

Secondly, in terms of product strength, Tesla's pure electric vehicles, especially the two hot-selling models of Model 3 and Model Y, have significantly better experiences in battery life, power control performance, and autonomous driving intelligence than domestic pure electric models at the same price.

In addition, after settling in Shanghai to build a factory for local production, Tesla has also lowered the price of the model, although it is not "good quality and low price", but its brand appeal combined with high-quality products is difficult to refuse.

In addition, Tesla has built more than 30,000 superchargering piles around the world, and in China, they have adopted a network layout method, covering the vast majority of cities, high-speed and other areas, generally speaking, as long as it is not too remote areas, you can find a place to charge.

Secondly, in the design of charging cables and handles, Tesla has also adopted the idea of "lightweight", that is, plug and charge, light and convenient, so that even female car owners with slightly weaker strength can easily take it. The tesla supercharger pile peak power of 250 kilowatts combined with battery preheating technology can achieve high efficiency of charging for 15 minutes and an endurance of about 250 kilometers.

Although Tesla can't do it and completely solve the problem of "new energy vehicle charging difficulties", its supporting super charging pile system still has obvious advantages compared with most manufacturers and third-party charging facilities.

In addition, Tesla adheres to the strategy of direct operation, so that its pre-sales and after-sales service quality can be guaranteed, and the above factors come together to make the retention rate of Tesla vehicles significantly higher than other new energy vehicles.

According to the latest data, last year, Tesla's Model Y and Model 3 models won the championship of their respective model ranking retention rates, with one-year retention rates of 78.67% and 72.84% respectively, while the brand's three-year comprehensive retention rate was basically maintained at about 65%.

It can be seen that Tesla's influence in the Chinese market and even in the world is still strong, even if there is an element of "marketing operation".

However, Tesla sells well in China, and everyone should not rush to "shy", from another point of view, there is also a good side. On the one hand, for domestic new energy vehicle companies, from strong opponents, they can always learn a lot of things, which is conducive to their own progress; on the other hand, for consumers, they can also obtain better automotive products in the healthy competition of car companies.