After the Xiaomi SU7 was launched, many car companies have launched various preferential measures. At the same time, Tesla announced that from April 1, the price of the domestically produced Model Y will be increased against the trend.
According to Tesla's official website in China, the price of the Model Y has been raised to 263,900 yuan, the price of the Model Y long-range version has been raised to 304,900 yuan, and the price of the Model Y high-performance version has been raised to 368,900 yuan, with a price increase of 5,000 yuan.
In fact, in March, Tesla launched a limited-time campaign, including an official car insurance subsidy policy of 8,000 yuan and a car paint reduction policy of up to 10,000 yuan. This means that after this price adjustment, the comprehensive price increase of the Model Y will reach up to 23,000 yuan.
Therefore, for Tesla's price increase, netizens said that they couldn't understand it. Some netizens believe that Tesla's price increase is to make sales for other brands, and some netizens said that Tesla's price increase is to prepare for the next wave of price cuts.
Tesla's price increase may be closely related to the profit pressure it is facing. On January 25 this year, Tesla released its financial report showing that last year's revenue was US$96.773 billion, a year-on-year increase of 18.79%, net profit attributable to common shareholders was US$14.997 billion, a year-on-year increase of 19%, and non-GAAP net profit attributable to common shareholders was US$10.882 billion, a year-on-year decrease of 23%. This is the first annual profit decline since 2017.
However, Tesla's price increase strategy is not without risk in the Chinese market. Because of the fierce competition in the domestic new energy market, many car companies have successively launched preferential policies and subsidy activities to attract consumers.
NIO announced the launch of a subsidy of up to 1 billion yuan for the replacement of oil vehicles, and from now on, oil vehicle users who replace new NIO 2024 cars will receive an additional 10,000 yuan of optional fund subsidies. Combined with other preferential policies, fuel vehicle users can get up to 15,000 yuan of optional funds, a NIO Phone coupon worth 6,498 yuan, 36 battery swap coupons worth about 3,600 yuan, and a one-year use right of global navigation assistance worth 4,560 yuan.
NIO released its latest delivery outlook for the first quarter of 2024, expecting about 30,000 vehicles to be delivered in the first quarter of 2024, compared to the previous forecast of 31,000 to 33,000 vehicles. This is also the second price adjustment for NIO in nearly half a month. At the NIO long-life battery strategic communication meeting in late March, NIO officially released a new BaaS battery rental service plan. After the adjustment, consumers who purchase NIO's standard battery pack and adopt the BaaS method will receive a 70,000 yuan reduction in the car price, and the monthly service fee will be reduced from 980 yuan/month to 728 yuan/month, and the car price will be reduced by 128,000 yuan and the monthly service fee will be reduced from 1,680 yuan/month to 1,128 yuan/month when purchasing a long-range battery pack and the BaaS method. This move is also seen as NIO's way of dealing with the price war.
In addition, according to the Hongmeng Zhixing App, the price of the new M7 entry-level version of the M7 Plus large five-seater rear-wheel drive model has been adjusted to 229,800 yuan, a decrease of 20,000 yuan.
Whether it is a price increase or a price reduction, it is due to the consideration of car companies for their own development, and for the market, it will further intensify competition.