In 2024, just when new energy car companies are cutting prices, Tesla played a trick on April 1 to go the other way, and the Model Y series price increased by 5,000 yuan, although this money is not much, but it will make people want to ask "Who gave him the courage?".
This is less than a month after the price increase, and the price of all Tesla models has been reduced by 14,000 yuan, and the owners who have just bought Tesla once again feel the feeling of being stabbed in the back. The Model 3, which originally started at CNY 245,900, has been reduced to CNY 231,900. Some car owners may have just paid the money and have not yet got the car, but they have lost 14,000 yuan, and they have a feeling of speculating in stocks when they buy a car.
Of course, this is not the first time that Tesla owners have been backstabbed by price cuts, and Tesla's price cuts have become the consensus of car owners.
Why is Tesla cutting prices at this time?
The answer is actually obvious, because Tesla is currently experiencing the first bottleneck after the mass production of cars, and sales are declining. Recently, Tesla released its global sales in the first quarter, and the company sold 386,800 vehicles in the first quarter, a year-on-year decrease of 8.5%, which is also a new low level for Tesla in the last five quarters.
With Tesla's sales falling in the first quarter, Tesla soon announced its own layoff plan. Musk said in an internal letter that the company will lay off at least 10% of its workforce. It stands to reason that the layoff plan will last for a while, but I didn't expect Tesla to complete the layoff in one day. Because the work card of the laid-off employee will be directly invalid the next day, and he will not be able to enter the company. There are two layoff standards for layoffs in China, those who agree to leave on the same day will be compensated N+3, and those who want to have a deep chat with the company will be compensated N+1. At home, this standard of compensation is already considered a conscience, but abroad, this compensation is not very attractive. We don't know what the standard of compensation for Tesla's foreign employees is laid, anyway, Musk immediately apologized for the lack of compensation.
With declining sales and layoffs, is Tesla going out of business?
Definitely not, Tesla's performance in 2023 is very bright, with an average net profit of 43,000 yuan for every Tesla sold. The good profit level also gives Tesla a lot of room for price reduction, and price reduction for sales is also a behavior that Tesla has always adhered to.
There is another reason for Tesla's price cut, that is, domestic new energy vehicles are fierce, and Tesla is completely covered in marketing, which is also related to Tesla's lack of marketing department.
In terms of marketing, Xiaomi SU7 is the recent traffic king and one of Tesla's potential competitors. Because Xiaomi SU7 is not inferior to Model 3 in terms of appearance. In terms of functional configuration, in addition to assisted driving, Xiaomi SU7 is also remarkable. In terms of price, the standard version is 215,900 yuan, and the PRO version is 245,900 yuan.
To be honest, at first I didn't get the price mantissa of Xiaomi SU7 is 05,900 yuan, and now I realize that Xiaomi SU7 is coming for Tesla Model 3, because the starting price of this car is 245,900 yuan before the price reduction, which is the same as the Pro version of Xiaomi SU7. With Tesla's price cut, the price difference between Xiaomi SU7 and Tesla Model 3 is only 16,000 yuan, I don't know if consumers will choose Tesla or Xiaomi?
In addition to Tesla's desire to block Xiaomi's attack, even Zhijie Automobile, which has in-depth cooperation with Huawei, is also ready to grab Xiaomi SU7 customers.
According to Red Star News, in a Huawei authorized experience store in Chengdu, Sichuan, the reporter asked if he paid a deposit of 5000 yuan for Xiaomi's lock order and bought Zhijie S7, whether it was possible to give a subsidy for the loss of the deposit, the staff said that now the store can indeed apply for such a policy.
However, Huawei's official website does not disclose this policy, but an internal policy launched by the contracted stores of HarmonyOS Zhixing across the country, and the activity lasts until the end of May.
Some people may ask,If you have already paid a deposit of 5000 yuan for Xiaomi's lock order,Why buy ZhijieS7? In addition to in-depth cooperation with Huawei,The main reason is that Xiaomi SU7The delivery time is too long。
It can be seen from this that both Tesla and Huawei are intentionally or unintentionally snatching customers from Xiaomi. I don't know what strategy Lei Jun will use to deal with it next?
Anyway, thank you Lei Jun for entering the field of new energy vehicles. Although Tesla's sales decline has nothing to do with Xiaomi, Tesla's price reduction may still have something to do with Xiaomi, which also shows that Xiaomi still has some strength in bringing down the price of its peers.
At present, a group of car owners have gotten the delivery vehicles of Xiaomi SU7, and various small problems have also been exposed by car owners, such as: map crash, trunk failure, paint off the front of the car, degumming of the side fenders, etc. Xiaomi will not only have to face the sniping of friends next, but also deal with the problem of quality control, which is a new challenge for Lei Jun. After all, selling a car is not a one-shot deal, but to see who lives long in this market, so we stay tuned for Lei Jun's performance!
This is the best era, but also the worst era, with capital thinking and new business model integration, the whole world is your stage!
In the world of new business, there is no eliminated industry, only the subverted out of the enterprise, and now all business competition will focus on "model innovation and capital operation".
A company or a boss, if there is a shortage of innovation ability and capital thinking, is destined to lose in advance.
Remember: without innovation, how can there be imagination, without imagination, how can there be competitiveness, if you want to break through, you must subvert the original business model, reconstruct a new business model!