[Text/Dao Ge said the car listen to the wind yin] Tesla is cold?
On August 9, the Association released data showing that Tesla China's sales in July 2022 were 28,200 vehicles, compared with 78,900 vehicles in June, and sales fell by 64.2%, which means that Tesla's sales disappeared more than 50,000 vehicles out of thin air compared to June.
In contrast, although the sales of the three new car-making forces of Weilai, Xiaopeng and Ideal also declined in July, they were far less terrifying than Tesla. Combined with the negative news that Tesla occasionally broke out in the Chinese and foreign markets, it is impossible to guess, is Tesla cold?
In this regard, Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, said to the editor of "Dao Ge Say Car" that Tesla is a company with its particularities and cannot judge its market performance through the sales data of individual months. The decline in sales in July may be due to its need to balance the proportion of domestic and overseas markets according to its own earnings, on the other hand, Tesla's capacity upgrade has also affected its monthly sales.
Zhang Xiang pointed out that at present, Tesla's models are still in a state of short supply, the market sales demand is particularly large, and its sales will naturally increase after the output increases.
Factory expansion drags down sales Tesla is still in short supply
From the perspective of Tesla's sales history, Tesla China's sales have always stood at the forefront of many car companies, at least outperforming the industry's growth rate, unless there are some special circumstances. For example, under the epidemic in Shanghai in April, Tesla's performance was extremely dismal, but once the production capacity was restored, it played a big role in the market.
Its sales plunge of more than 60% in July may also be closely related to production capacity, after news that Tesla's Shanghai Gigafactory has completed the transformation of production lines on August 7, with an annual production capacity of more than one million vehicles. Tesla's Shanghai Gigafactory renovation plan began to be transformed from July, of which the second phase of the Model Y production line was completed on July 16, while the first phase of the Model 3 production line began to be transformed on July 17 and completed on August 7.
Although this news has not been officially confirmed, but its recent financial report confirms that the news is not out of the blue, Tesla's recent financial report shows that the Shanghai factory has completed the capacity upgrade, the annual output of more than 750,000 vehicles, the Shanghai factory has become Tesla's highest production capacity in the world's super factory, more than the California factory. Obviously, perhaps Tesla's Shanghai factory in July is producing in the process of capacity upgrades.
Zhang Xiang analyzed that Tesla's Shanghai factory is doing capacity expansion, so its output has been reduced, and when the capacity upgrade returns, in August, its output is likely to increase significantly, thus driving sales to rebound significantly. Zhang Xiang pointed out that in general, Tesla's demand in overseas markets and Chinese markets is relatively strong, which is in short supply.
The number of exports has changed dramatically, and Tesla is also a chicken thief
In addition to Tesla's July sales plunge of more than 60% month-on-month, Tesla's July sales have another data worth thinking about, Tesla China's sales of 28,200 vehicles in July, exported 19,800 vehicles, sold 8,461 vehicles in the Chinese market, as a comparison, Tesla China's total sales in June was 78,906 vehicles, of which 968 were exported.
It can be seen from the data that compared with July in June, the proportion of Tesla China's sales in the Chinese market and the proportion of export sales have undergone obvious and huge gaps, and this may be one of the ways for Tesla to pursue profit maximization. Zhang Xiang analyzed that Tesla is a company with its particularities, and the output of its Shanghai factory is sold to the domestic market on the one hand, and exported on the other hand. Tesla will control the delivery object according to its own interests. For example, if the profit in overseas markets is higher, Tesla will prioritize exports to European or Southeast Asian markets.
In addition, the change in the number of exports also hides the subtleties of Tesla's cost control. Zhang Xiang gave an example analysis that Tesla's exports are not necessarily carried out in a certain proportion. In the process of export, it will load the export according to the scheduling of the ship, for example, sometimes it may need to fill a large ship, corresponding to more vehicles, and sometimes there is only one small boat, it will export less. "Controlling the number of exports is to reduce the cost of freight as much as possible and maximize the interests of Tesla."
Zhang Xiang added that with the current demand of Tesla in the Chinese and foreign markets, even if its delivery cycle is long, consumers will not give up, so they can carry out the above operations.
It is worth noting that Tesla is indeed one of the few profit-making enterprises among many new energy vehicle manufacturers, and in the second quarter of this year, Tesla's GAAP net profit reached 2.259 billion US dollars (about 15.27 billion yuan), an increase of 98% compared with 1.142 billion US dollars (about 7.72 billion yuan) last year. Compared with many new car-making forces and even BYD, Tesla's profitability is surprising.