As soon as BYD said "don't fight", Tesla cut the price again
The smoke of the previous round of "price war" has just dissipated, and the second round of "price reduction tide" has regained momentum.
A few days ago, Tianwang Chuanfu was still choking and calling: "Don't fight, we are a family." Yesterday, Tesla, as an "outsider", began another "dimensionality reduction blow" of "low prices".
On August 14, Tesla officially announced that from now on, the starting price of Model Y long-range version will be adjusted from 313,900 yuan to 299,900 yuan, and the Model Y high-performance version will be adjusted from 363,900 yuan to 349,900 yuan; from August 14 to September 30, the Model 3 rear-wheel drive version will be ordered and delivered, and you can enjoy an insurance subsidy of 8,000 yuan.
This time the price cut, Tesla's "butcher knife", to whom?
200,000-300,000 yuan range models are more dangerous?
Compared with why Tesla wants to cut prices, everyone seems to be more concerned: who will Tesla "threaten" by reducing prices?
According to Gascar observation, Tesla has cut prices more than once, but the difference in models targeted by its price reduction measures is also related to the size of its price reduction impact range.
For a long time, most of the models covered by Tesla's price reduction measures are Model S and Model X, Model 3 and Model Y, which correspond to different markets, and the size of their sales contribution to Tesla is also different.
At the beginning of this year, Tesla's new Model S and Model X officially announced domestic prices, starting from 789,900 yuan and 879,900 yuan respectively.
On July 1, Tesla announced on its official Weibo that users can enjoy preferential benefits ranging from 35,000 to 45,000 yuan when purchasing two new models of Model S/X. It is reported that after the discount, the starting price of Model S is 773,900 yuan, and the starting price of Model X is 863,900 yuan.
However, it is worth noting that the price of Model S and Model X is close to the million yuan range, and there are not many competitors, mainly HiPhi X of Gaohe Auto and Taycan of Porsche, and its delivery contribution is not as good as Model 3 and Model Y.
Therefore, the price reduction of Tesla Model S and Model X, whether from the perspective of its sales boost effect on Tesla or its impact on the price of domestic new energy vehicle brands, is not particularly significant.
Source: Tesla
But the Model Y and Model 3 price cuts are very different.
First, Model Y and Model 3 are Tesla's workhorses. At the peak of deliveries at the end of the second quarter, Tesla's Model Y and Model 3 once again unsurprisingly won the titles of June single month champion and runner-up.
Even in the first half of this year, Model 3 achieved a reverse overtake of BYD Song with an advantage of nearly 20,000 vehicles, getting rid of the latter's suppression since October last year.
Secondly, the price range of Model Y and Model 3 is located in the 200,000-300,000 yuan, which belongs to mid-to-high-end models, which is the field where most domestic new energy vehicle brands compete fiercely.
Nezha Automobile CEO Daniel Zhang has previously bluntly said: 200,000-300,000 yuan market is the most miserable.
This is indeed the case, both "old-timers" and "latecomers". Several enduring explosive models in the domestic new energy vehicle market, including BYD Han, Xpeng P7i, Xpeng G6, etc., are concentrated at this price.
At this point, Tesla will reduce the price of Model Y and Model 3 models this time, or deepen the impact on models in the same price range.
It is worth noting that on the same day that Tesla announced the price reduction, some media reported that relevant people close to Xpeng Motors said that the price range after Tesla's price reduction does not overlap with the main sales range of Xpeng G6, which has no impact on the competition pattern with G6.
According to the relevant person: Tesla's price reduction this time means that the price of the Model Y long-range version and the high-performance version have been reduced by 14,000 yuan respectively, and the price of the rear-drive version remains unchanged; from the public data, the four-wheel drive level of Model Y price reduction accounts for only more than ten percent, and the standard endurance version of 263,900 is the main sales level without price reduction; After the price reduction, the price range does not overlap with the main sales range of Xpeng G6, which has no impact on the competitive pattern with G6; The advantages of G6 in terms of intelligence and space are still the strongest at 250,000, and the standard endurance of MODEL Y 263,900 does not drop, which has no impact on Xpeng G6.
"The probability of a 'price war' in the second half of the year is greater"
But no matter how "explained", it is undeniable that as soon as Tesla's latest price reduction news came out, the owners who were waiting to buy Tesla laughed, and the owners who were waiting to buy domestic new energy vehicle brands also laughed.
After all, Tesla's price-cutting effect is obvious to all. The aftermath of the last round of "price war" spearheaded by Tesla is still there, and the previous "prospective owners" have eaten a wave of "sweetness".
Source: Tesla
Gasch Auto learned that there are still some "prospective owners" who are ready to buy new energy vehicles in a wait-and-see state, and they are waiting for car companies to reduce prices and "roll sales" again.
Facts have indeed proved that a new round of price cuts is quietly brewing.
According to public information statistics, a number of car companies, including Tesla, Great Wall, Extreme Krypton, Zerosport, Nezha, Ora, SAIC MG, SAIC Volkswagen, Chery New Energy, have recently launched relevant price reduction measures.
For example, Extreme Krypton Motors announced that the YOU version, ME version and WE version of the 2023 Extreme Krypton 001 will be reduced by 37,000 yuan, 30,000 yuan and 31,000 yuan respectively.
Looking at this trend, both industry participants and consumers are speculating: will a new round of "price war" start in the second half of the year?
In this regard, Cui Dongshu, secretary general of the Passenger Association of China, analyzed that with the weakening of the overall market sales in different months of the year and the impact of the base in the same period last year, from the comprehensive factors such as maintaining exposure, completing the annual set target and forming the sales potential in the second half of the year, it is expected that some market segments will still maintain normal promotion, and it is not ruled out that some car companies will have counter-cyclical increase promotion.
Previously, Cui Dongshu said in an institutional survey: "The probability of a 'price war' in the second half of the year is relatively large. He also specifically mentioned that the market competition for brands in the plug-in hybrid field will be more intense.
In addition, according to the China Automobile Dealers Association, after three consecutive months of decline, the dealer inventory warning index rebounded again to 57.8% in July, while in the context of the continuous decline in transaction prices, 32.7% of dealers have raised their sales targets in the second half of the year, which means that the sales pressure of the domestic automobile market has intensified, and a new round of "price war" may be reopened.