On April 7, Tesla's US official website showed that the price of all the company's products was reduced, of which Model S/X was reduced by 5,000 US dollars (about 34,300 yuan).
This is Tesla's third price cut in the U.S. market this year.
The first two occurred in January and March, respectively, and after three price cuts, the Model S fell from $104,990 (about 720,000 yuan) at the end of 2022 to $84,990 (about 580,000 yuan).
Tesla's global production and delivery report for the first quarter of 2023 shows that since 2023, the company has delivered about 423,000 vehicles worldwide, of which about 181,000 units have been delivered in the US market, a year-on-year increase of 39.5%. In terms of specific models, Model 3/Y was the main model, with 421371 units produced in the first quarter and delivered 412,180 units; Model S/X produced 19,437 units and delivered 10,695 units.
It is worth noting that the Model S/X has nearly doubled its production capacity redundancy.
Tesla US officials did not give a clear reason for the price reduction, but the market believes that this price reduction may also be related to the decline in car costs.
On the one hand, the higher gross profit margin of bicycles gives Tesla a certain amount of room for price reduction.
According to the financial report, the company sold a total of 1.31 million vehicles worldwide in 2022, with a net profit of about 12.6 billion US dollars (about 86.5 billion yuan). According to calculations, the profit (total profit/total sales) of a bicycle is about 9,600 US dollars (about 65,900 yuan). In 2022, Tesla's cost per vehicle will be US$36,000 (about RMB 247,200), and the gross profit margin of the vehicle for the whole year will be 28.5%. In the same period, BYD's annual bicycle gross profit margin was about 20%, while "Wei Xiaoli" was less than 20%.
At the same time, Tesla announced at its investor day in early March that Tesla factories are reducing production costs by changing the way vehicles are assembled, reducing production floor space. It is reported that the assembly cost of Tesla's next-generation model platform will be reduced by 50%, which also means that its bicycle cost may fall to less than 18,000 US dollars (about 123,500 yuan).
In addition, the continued decline in lithium carbonate prices in North America has further reduced battery production costs.
Similar to the trend of domestic raw material price reduction, CBC metal network shows that the average price of lithium carbonate in North America on April 7 was 36,700 US dollars / ton, and the price has been almost halved in the past month.
Source: CBC Metals Data Group
The market is also paying attention, will this price reduction affect the Chinese market?
The relevant person in charge of Tesla China told the "International Finance News" reporter that "no price reduction notice has been received for the time being."
Judging from the price reduction trend in the Chinese market since the second half of 2022, industry insiders generally believe that the price reduction in the Chinese market is mainly related to sales. Data shows that in March 2023, Tesla delivered nearly 89,000 vehicles in the Chinese market, a year-on-year increase of 35%.