Earlier this month, Tesla China reportedly reduced the production of Model Y and Model 3 from six and a half days to five days earlier this month, and may continue until April. Tesla China has not responded to this for the time being.
Tesla's days in China's auto market are getting harder.
In 2023, Tesla will deliver 1,808,600 vehicles worldwide, and "step on the line" to achieve the delivery target of 1.8 million vehicles. However, behind Tesla's successful completion of its 2023 sales target, it is inseparable from the sacrifice of profit for price. In 2023, Tesla will cut prices in the United States, Europe, China and other markets, which will undoubtedly improve the competitiveness of Tesla's models, and consumers are still willing to compromise for price, but this has also caused Tesla's gross profit margin to decline for a while, from 19.3% in the first quarter to 17.6% in the fourth quarter.
There is no doubt that the competitiveness of Tesla's products is obviously insufficient, and Tesla's model replacement speed is too slow. Generally speaking, a fuel vehicle is remodeled in about three years and replaced in about six years, while in the era of electrification, the frequency of electric vehicles is higher, and the facelift of domestic electric vehicles is shortened to two years, and the replacement is shortened to four years. Tesla, on the other hand, released the Model 3 in 2016 and will only launch a facelift in 2023.
In the past, many Chinese electric vehicles will regard Tesla as a competitor, or even a model, surpassing Tesla as their primary goal, and from the current market performance, although the performance of the vast majority of electric vehicles is not as good as Tesla, but from the perspective of cost performance, it has indeed achieved transcendence, the reason why there are still consumers willing to choose Tesla, or based on brand recognition considerations, first of all, Tesla is a global brand, and secondly, it has been developing in the electric vehicle market for a long time.
Not long ago, Tesla announced that it would raise prices on April 1, the price of Model Y models will be increased by 5,000 yuan, and the current 8,000 yuan official car insurance subsidy policy and up to 10,000 yuan car paint reduction policy will also expire on March 31. According to the above algorithm, the sales said that the actual price increase of this price adjustment was up to 23,000 yuan. Tesla is not a way to verify the market in the case of other car companies cutting prices, which may be a disguised order forcing move, intended to boost sales at the end of the quarter, and the current delivery time of Tesla Model 3 and Model Y is 2 to 6 weeks.
On the whole, in the current extremely competitive new energy vehicle market, it is estimated that only Tesla is the only car company that dares to raise prices against the trend, but the impact of this price increase on sales still needs to be proved by the sales volume in April.