Yesterday (July 6), at the China Automotive Forum held in Jiading, Shanghai, the China Association of Automobile Manufacturers and 16 mainstream car companies jointly signed the "Commitment to Maintain a Fair Market Order in the Automotive Industry" (hereinafter referred to as the "Letter of Commitment"), which restricts car companies from the aspects of price, marketing and quality.
Participating manufacturers include: FAW, Dongfeng, SAIC, Changan, BAIC, GAC, Sinotruk, Chery, JAC, Geely, Great Wall, BYD, NIO, Lili, Xpeng, Tesla.
# The "price war" has come to an end #
Miao Changxing, a first-level inspector of the First Department of Equipment Industry of the Ministry of Industry and Information Technology, said that the signing of the "letter of commitment" is necessary to curb unfair competition, maintain a good order in the automobile market, create a good consumption environment, and actively stabilize and promote automobile consumption.
Although the development of new energy vehicles in mainland China has formed a certain leading advantage, it has entered the stage of large-scale globalization development. However, under the background of unprecedented changes in a century, the development of the enterprise industry is still facing great challenges, and the road to building an automobile power is still heavy and long.
Miao Changxing suggested: "At this critical moment, it is particularly necessary to maintain the market competition environment and promote the benign development of the market. Therefore, the signing of the "Letter of Commitment" is also regarded by the industry as the latest response of the relevant departments to the price war in the car market in the past two years and the unfair competition between car companies.
It is worth noting that Tesla, which participated in the signing of the "Letter of Commitment", has often carried out price fluctuations in the past two years, and has increased and reduced prices from time to time, and has been dubbed by consumers as a big leek cutter. In the "price war" of China's car market, Tesla has also left a strong stroke, and even gradually spread the "price war" to the world.
From January to June this year, Tesla delivered a total of 889015 vehicles, a year-on-year increase of 57%, close to completing half of the annual sales target (1.8 million units), and its "price war" effect was remarkable. So can Tesla, which signed the "Letter of Commitment", abide by the agreement of "not disrupting the order of fair competition in the market at abnormal prices"?
#真实的商战没那么复杂#
First of all, from Tesla's many years of market action, this is a very maverick brand, in the new energy market is not optimistic, Tesla with a high-end image, luxury pricing in the rich circle to kill a road, with the continuous growth of the new energy market, Tesla and with years of deep cultivation of the new energy market brought by the scale effect, and technological progress to reduce production costs, to maintain market share at low prices.
Its founder also has an extraordinary rebellious psychology, often because of some bold remarks that cause the company's stock price to fall, some time ago Musk even asked Zuckerberg "iron cage fighting match", let us see the real business war, often the founder is so simple.
No, the day after signing the letter of commitment, Tesla upgraded the referral reward, focusing on a rebellion. Tesla inner OS: Don't let the price drop casually, I have other tricks, I see what you can do with me.
According to official information, from now on, existing car owners can win exclusive benefits packages by introducing relatives and friends to place an order for Model 3/Y and pick up the car within the validity period.
The specific benefits are: if you successfully refer a friend to order and pick up the car, the car buyer can win a referral reward of 3,500 yuan, which can be used to offset the final payment of the vehicle and the 90-day EAP free trial right; Referrers can enjoy 7,000 points reward, redeemable for overcharge credits, children's walkers, etc.
# The choice of "quantity and profit" #
In fact, in the first half of last year, in order to balance costs against upstream price increases, chip shortages and other issues, Tesla opened a price increase mode, including six consecutive price increases in the Chinese market, but eventually led to its delivery volume weak, in order to stimulate the market began last October, Tesla lowered prices worldwide. The effect of the price cut was immediate, and in the first quarter of this year, Tesla's deliveries increased by 36% year-on-year.
In the second quarter of this year, the US government adopted sales incentives for pure electric vehicles produced in North America that consumers can get up to $7,500 in tax credits when they buy, and since June this year, all Tesla Model 3 and Model Y models have been fully subsidized.
For the Chinese market, Model 3 took the lead in opening incentive policies, and from June 16 to 30 (inclusive), you can enjoy 8,000 yuan insurance subsidies and preferential interest rate loan programs for purchasing Model 3 rear-drive vehicles and completing delivery.
In this context, Tesla sales continued to rise, and Tesla delivered 466,100 vehicles in the second quarter of this year, a year-on-year increase of about 83%. Among them, Tesla Model 3 and Model Y became the key to driving Tesla's overall sales in the second quarter, contributing 97% of deliveries, with a total sales volume of 447,000 units, a year-on-year increase of 87%.
In addition, on July 4, Tesla also announced that it began to reduce the price of Model 3 and Model Y in the Japanese market earlier this month.
According to Tesla's official website, Tesla lowered the price of all Model 3 models in Japan by about 3%, and at the same time lowered the price of all Model Y models in Japan by about 4%. Tesla said the Model 3's price cut made it cheaper in Japan than it was previously purchased with various subsidies.
Whether it is U.S. subsidies, China's referral incentive upgrades, or Japan's direct price cuts, Tesla's move is not surprising.
It can only be said that under the fierce market competition, Tesla increased its competitiveness by adjusting the selling price, and chose the former between "volume and profit". Previously, Tesla CEO Elon Musk said: "Willing to sacrifice part of the profit for the promotion volume." ”【iDailycar】