Looking back many years later, 2023 is certainly a very special year. In the post-subsidy era of new energy vehicles, Tesla raised the big knife of "cost performance" and started a price war, and Musk strangled Chinese new energy vehicle companies?
1. Has the battle for life and death begun?
For the new energy automotive industry, 2023 is a watershed. From January 1, the "policy subsidy" that has lasted for 13 years was officially abolished. The withdrawal of subsidies means that the new energy industry has entered the "market-driven" stage from "policy-driven". Since then, new energy vehicle companies have taken off the "soft armor" escorted by the state and have competed to "run naked" on the track. The data shows that 100 new energy vehicles are expected to be launched this year, an increase of 30 models over last year, and the competition is becoming more intense. This year will be a key year for new energy vehicle brands to move from the chaos to the big waves. The battle of life and death has begun.
2. Tesla starts a price war?
The subsidy is gone, the cost is rising, and according to normal logic, car companies should increase prices. Most independent new energy vehicle companies do exactly that. Since November last year, car companies including BYD, Changan Deep Blue, GAC Aion, Nezha Automobile, Wuling Motors, Dongfeng EV New Energy, Geometry Automobile and other car companies have adjusted prices and become part of the price increase team. If the price does not increase, it will not work, because even if there are subsidies, except for the leader BYD, other independent new energy vehicle companies are basically not profitable, selling one at a loss.
However, in the neat "rising voice", Tesla made a big move, announcing a sharp price cut, reducing Model 3 and Model Y to the lowest price in history. Tesla's move is considered to have officially launched a "price war", which caught car companies that had previously raised prices by surprise. It is reported that after the price reduction, consumers flocked to it, and Tesla's new car orders exceeded 30,000 in 3 days. According to data from CMBI, from January 9 to 15, Tesla's average daily sales soared 76% year-on-year to 12,654 vehicles. In seven days a week, Tesla sold 88,578 new cars. With such terrifying sales, why are independent new energy vehicle companies embarrassed?
3. Musk strangles Chinese new energy car companies?
When Tesla first entered China, there was no domestic new energy vehicle company that could fight. With the attitude of a leader, Tesla has established a brand image such as "BBA in new energy vehicles" and killed all sides. After BYD and Wei Xiaoli caught up and gradually eliminated Tesla's product power lead, Tesla launched an unprecedented price reduction not only in China, but also in the world, taking the lead in fighting a "price war". When Tesla uses the "cost-effective" weapon of domestic cars, we must be aware of the coming crisis.
Tesla, which has reduced prices, has skyrocketed sales every day, as if the dimensionality reduction blow, in the post-subsidy era, domestic new energy vehicle companies have almost ushered in a disaster. With the industry's highest gross profit and benchmark brand advantages, Tesla can unscrupulously reduce prices again and again, and continue to exchange price for volume. On the other hand, domestic new energy vehicle companies, not to mention high gross profits, and even the head of "Wei Xiaoli", are still far from profit. Lowering prices or not lowering prices, this is the question. Do not fall, lose the hard-won market share; Cut the price, the loss will continue to expand, when will it be profitable?
Under pressure, Qianjie and Xiaopeng took the lead and couldn't hold on. As the first independent brand to follow up on the price reduction, Qianjie lowered the price of M5 and M7, with a decrease of 28,800 yuan to 30,000 yuan. Xpeng also announced that it will reduce the price of G3i, P5 and P7, by up to 36,000. We believe that more car companies will not be able to hold on. With the brandishing of Tesla's price reduction knife, the competition in the automotive industry has suddenly intensified, and many independent new energy vehicle companies have been pushed to the line of life and death. Perhaps, as WM Motor Shen Hui pointed to, "Live like an animal." "The life and death test of independent new energy vehicle companies will begin in 2023.