Tesla's "drop and fall", indicating that Musk's catfish will be difficult to "bloom" in China?

"The Art of War" said - "All those who fight, with the right fit, with the odd victory", a detailed dismantling of the methodology of "jumping out of the price war".

But, why did Tesla insist on going its own way!

Here I want to ask you a few words about the "idols"?

What is your reason for buying a Tesla?

Do you like its interior, its technology, or do you just like it as a foreign brand?

Perhaps, it is necessary to fan Musk's "spirit of science and technology"?

Tram, Twitter, SpaceX, psychotropic drugs, .......

Therefore, many people in China like Tesla and Tesla derivatives.

Even, many people's recognition of electric cars, as well as the popularization of electrification in China, even experts have publicly said that Tesla has contributed to it as a catfish.

However, as BYD becomes the world's No. 1 electrified brand in 2023, it is becoming more and more difficult for Tesla to have a good life.

Interestingly, on January 3, after the X platform users compared BYD and Tesla.

Tesla CEO Elon Musk then left a message in the comment section, saying, "Tesla is an artificial intelligence/robotics company, and it seems to many people to be a car company. ”

In fact, it was not a matter of a day or two that Musk was not interested in BYD, but later BYD's global self-research and the cost supply of the whole ecological chain made Tesla untouchable.

There are also new Chinese forces that "beat" Tesla like wolves, so that many replacement high-performance products have achieved a comprehensive squeeze on the Model series.

At this time, you will find that Tesla's previous unique marketing concept has not worked in China, and the legal department will sue the defenders at every turn, and what consumers need to receive tram education and training .......

Although the arrogance is still the same, I have to face the skinny reality.

According to Tesla's official WeChat data, Tesla's deliveries in 2023 will increase by 38% year-on-year to 1,808,600 units, completing Tesla's annual sales target of 1.8 million units.

In China, Tesla will deliver a total of 947,000 vehicles in 2023, accounting for 52% of the total global delivery volume (1,808,600 vehicles), which means that Tesla's Shanghai Gigafactory contributes more than half of Tesla's global deliveries.

So far, it can be regarded as the completion of the goal set before.

In 2023, more than 1.739 million Model 3 and Model Y units were delivered and 1.775 million units were produced, while the rest was contributed by Model S and Model X.

The Model Y surpassed the Toyota Corolla to become the world's annual sales champion of a single model, and this is also the first time that an electric vehicle has topped the number one best-selling model in the world.

As a bystander, the results are good, no matter what, the KPIs are accomplished.

However, in the process of both production and sales exceeding the 1.8 million mark, we can feel a trace of weakness and struggle ...... this American car company.

Why?

The core reason is that Tesla's products are no longer so competitive, and both in 2023 and 2024, they will frequently start the rhythm of exchanging price for volume.

Why is this happening?

Next, we focus on the current situation of this car company in the Chinese auto market.

On the one hand, it is an indisputable fact that the attractiveness of Model 3 and Model Y is weakening, and on the other hand, the increasing number of competitors around Model 3 and Model Y are also coming like a tide, constantly eating away at their inherent share.

So what to do?

In other words, if Tesla wants to maintain its dominant position in China in 2024, it can only show greater sincerity, and the most direct, simple and efficient way is to reduce prices.

No, on January 12, Tesla officially announced a price cut, and each model of the domestic Tesla Model 3 refresh and Model Y has different price adjustments.

The maximum range of the Model 3 refresh version reached 15,500 yuan, and the maximum range of the Model Y reached 7,500 yuan.

After the price adjustment, the new Model 3 and Model Y also ushered in the lowest price in the history of the domestic market, which is also the first price reduction since the launch of the new Model 3.

This is not the first drop this year, and on January 6, Tesla started the New Year's price adjustment.

In fact, at the end of November 2023, Tesla announced the launch of a round of insurance subsidies of 8,000 yuan for Model 3 and Y rear-wheel drive models, which will end on December 31, 2023.

But what's even more cruel is that from market feedback, some of Tesla's terminal store discounts have even reached about 20,000.

I don't know, how effective can the three drops in March have?

Xiaobian thinks: "The effect is very average, and it will not make too many splashes. ”

After all, the mass consumer has changed.

With a popular phrase in 2023 to answer "It's not that expensive things can't be bought, but cheap things are more cost-effective", otherwise how can Pinduoduo's market value surpass Alibaba, and how can Ice and Snow Honey City become a new upstart ...... in the tea FMCG industry.

Everyone is more pragmatic, why don't I buy a new force product with a more scientific and technological sense for this money?

Again, "The days of non-Tesla not buying are over." ”

What is NIO, Xpeng, Leap, Nezha, Galaxy, Zhijie, and even Xiaomi in the future...... , wouldn't it be cooler to take it home?

After all, compared with the automobile market a few years ago, today's consumers have a richer choice of car purchases, from traditional fuel vehicles to domestic new energy vehicles, consumers also have a more three-dimensional, more diverse evaluation system for cars, "Tesla is equal to electric vehicles" brand image, has long been the old yellow calendar, this tram purchase cognition is dying out a little fast.

Therefore, Tesla wants to continue to "bloom" in China, and then cut prices to seize market share, which will be the main theme in 2024.

However, it is difficult to say whether Tesla's former "electric roll king" will continue in people's minds?

"Only the new laughs, who hears the old cry"?

Just as China has crossed the historical moment of 20 million new energy vehicles, I don't know who will become the new "new energy catfish" after 2024, BYD, Wenjie, and Ideal ......?