On April 21, Musk replied under an article about "Tesla's frequent price adjustments".
Prices in the traditional dealer model are similarly volatile. He emphasized that other automakers will also adjust their prices through constant dealer price increases or incentives from manufacturers and dealers. Therefore, only a fool would think that the MSRP is the actual selling price.
At the same time, he pointed out that Tesla's price must be constantly adjusted to ensure that production matches market demand.
In the Chinese market, Tesla lowered its entire series by 14,000 yuan.
The starting price of the Model 3 was lowered from CNY 245,900 to CNY 231,900.
The starting price of the Model Y has been adjusted from CNY 263,900 to CNY 249,900.
The starting price of the Model X has been reduced from CNY 738,900 to CNY 724,900.
The starting price of the Model S has also been reduced from CNY 698,900 to CNY 684,900......
After the price adjustment, there was a brief surge in sales across the country.
On April 22, some media visited a Tesla experience store in Jinan, and there were many citizens who came to consult in the store and in front of the booth.
The on-site store sales staff said that they did not know the specific reason for the price reduction, but after the price reduction notice was issued, the number of consumers who came to consult and buy increased significantly, "Yesterday, on the first day of the price reduction, a total of more than 200 cars were ordered in 7 stores in Jinan. ”
The salesperson said that although the number of orders has increased significantly, the pick-up time has only been delayed by a week.
"The Model Y was ready to be picked up 2-6 weeks before the price cut, and now it's about 3-6 weeks, but it's definitely going to be picked up within 2 months. ”
In addition to the price discount, Tesla's interest-free activity still exists.
At the same time, on April 22, the media also visited a Tesla experience store in Hangzhou, and the sales staff in the store said that after the price reduction, the store's sales increased by 10 times.
At the same time, the clerk also said, "(The price reduction) is to grab sales and not let other car companies live, and many new energy car companies will definitely die this year." ”
However, auto analyst Sun Shaojun gave different feedback, according to his article, "This Tesla's official downgrade, the effect is a bit average." ”
Leave a message in the comment area to reply to netizens, only the orders skyrocketed on the first day of the price reduction.
Why did Tesla cut prices this time?
As mentioned earlier, Musk said that Tesla's prices must be constantly adjusted to ensure that production matches market demand.
In other words.
Competitive pressure is being felt, and market demand is decreasing.
Tesla announced on April 15 that it would lay off 14,000 jobs worldwide, more than 10% of its total workforce.
Tesla CEO Elon Musk said in an email that it was a difficult decision. He said the move will keep the company lean, innovative and moving into the next growth cycle.
According to the analysis of relevant sources, the layoffs are directly related to the slowdown or even decline in the growth of its sales.
According to Tesla's sales data for the first quarter of 2024, the company delivered a total of 386,800 vehicles worldwide during the reporting period, down 8.5% year-on-year and 20.2% from the fourth quarter of last year, hitting a new low in the past five quarters.
This is also the first time that Tesla's quarterly sales have fallen below the 400,000 mark since the third quarter of 2022.
Can other car companies survive?
In 2024, car companies will be very competitive with each other, especially in terms of price.
According to incomplete statistics, as of now.
Since April, more than 40 car companies and a total of 128 car series have reduced prices or adjusted preferential treatments. And a considerable number of car companies have cut prices and adjusted preferences more than Tesla.
This adjustment is nothing in Tesla's historical price cuts.
Take Model 3, for example.
In October 2019, the starting price of the Model 3 was CNY 355,800.
In December 2019, the Model 3 started at CNY 331,000.
In January 2020, the Model 3 started at CNY 299,000.
In April 2020, the starting price of the Model 3 was CNY 271,550.
In October 2020, the Model 3 started at CNY 249,900......
This is the biggest decline for Tesla, and the starting price of the Model 3 has dropped by almost 100,000 yuan.
This year, the sales of "Wei Xiaoli" were not affected, but showed a multiple increase.
In 2018, the Wall Street Journal said there were more than 487 electric vehicle manufacturers in China.
By 2023, data shows that there are only more than 40 new energy vehicle companies left that can operate normally, and in just five years, more than 400 new energy vehicle companies have disappeared.
Chinese electric car companies have disappeared a lot, but it is not entirely Tesla's "credit".
They experienced supply chain constraints, rising raw material prices, subsidy withdrawals, difficult financing, and intense competition, among other factors, which eventually led to their disappearance.
And Tesla's price cut can't completely kill other car companies.
On the contrary, the super-international electric car maker from the United States is facing a global slowdown in the EV market and a crackdown on China's own auto brands.
McKinsey, a consulting firm, made a statistic.
In 2023, more than 40 models in the 200,000 yuan price segment will be launched in China, and each model has achieved a high level in terms of configuration.
...... 2024
The first car company to stand up and blow the horn of price reduction is called BYD;
The first car that can be driven all over the country and can be driven when there is a road is called Wenjie, Zhijie, and AVATAR;
The car that broke 10,000 orders in four minutes is called Xiaomi SU7;
NIO, Xiaopeng, Ideal, Zhiji, VOYANT, Leap, Zeekr, Deep Blue, Haobo, Star Era......
Don't talk about killing them, just thinking about it gives you a headache.
2024 is a year of competition, a year of "division of superiority", but for them it is not a year of "separation of life and death".
This sales list from April 15th to April 21st is very telling.
Under the siege, Tesla currently has to reduce prices and ensure volume to increase market demand.
For now, I am afraid that only Chinese car companies can "force" Tesla to this part.
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