Tesla has a limited time of 0 down payment, and luxury cars are used to tricks, can they help Tesla recover?

Luka cars

2024-05-17 17:30Posted in Beijing Automotive Creators

Tesla has nothing to play with and has taken the old path of a luxury brand.

On May 17, Tesla officially announced that for the Model 3 and Model Y models, it will launch a limited-time 0 down payment or 0 interest purchase plan, and users can choose one of the two. During the May Day period, Tesla has provided a zero down payment and ultra-low interest rate purchase plan for the Model 3 designated models.

This kind of equity policy is not uncommon among luxury brands. Not long ago, after the release of the "new regulations on car loans", ultra-low down payments have become a new means for some car companies to pursue sales. In fact, as early as a few years ago, luxury brands have been promoted through "0 down payment" or ultra-low down payment, and the desired effect has also been achieved.

With 0 down payment, Tesla can sell as many more cars

0 down payment As the name suggests, as long as you pay taxes and buy insurance, you can drive the car away.

According to the existing policy, you only need to buy insurance to drive a Tesla Model 3 or Model Y, and you can choose a loan policy of 12 months to 60 months.

Previously, Mercedes-Benz dealers also had a 0 down payment car purchase plan, and the maximum loan term was also 5 years. There are also financial policies that use the down payment as the final payment, such as withdrawing a new car with 0 down payment, taking out a loan for 3 years, and then paying off the unpaid down payment at that time in a lump sum after repaying the loan for 3 years.

In addition to Mercedes-Benz, BMW and Audi have also launched low down payment plans before, and the down payment ratio is only 10%.

This year, the "New Regulations on Auto Loans" was released, and the maximum proportion of loans for self-use of traditional power vehicles and self-use new energy vehicles is determined by financial institutions, which has also given rise to a large-scale car purchase plan with zero down payment and low down payment in the auto market.

In the first week of May, Tesla sold 11,000 units, and in the second week, sales fell to around 9,800 units. Another data, Tesla's order volume during the May Day Golden Week was 15,000 vehicles. No matter which data is put in March, excluding the Spring Festival season in February, Tesla's current performance can only be described as "bad".

Following the price increase, price reduction, insurance subsidy, car paint subsidy and other equity policies, Tesla can play, only 0 down payment remains.

Judging from the effect of BBA's three 0 down payment or low down payment, the 0 down payment car purchase category is mainly concentrated in about 300,000 models, mainly concentrated in 34C models, and some users also use 0 down payment or low down payment solutions on Q5, GLC or X3. No matter how expensive the model is, the user audience is different, and there are fewer users who need this plan. It can also be seen from the sales of the above models that the 34C has endured for a long time and has always been the sales responsibility of the luxury brand C-class sedan, and the same is true for several SUVs, which are the most popular models of their respective brands.

The prices of Tesla's two models coincide with the 34C, which is more suitable for the 0 down payment car purchase plan. According to the calculator on Tesla's official website, at present, when buying the Model 3 rear-wheel drive model, you can choose 60 installments with 0 down payment, a monthly payment of 4,059 yuan, and an annual rate as low as 1.4%. If the loan is 36 months, the monthly payment is 6634 yuan. According to the previous minimum down payment ratio of 15%, the down payment needs to be 34,785 yuan, that is to say, after 0 down payment, the price of the original down payment is at least enough to repay 9 months of loans for users who have been on loans for 5 years, and 6 months of loans for users who have been on loans for 3 years, which greatly reduces the burden on users.

Although Tesla's sales and orders so far in May have not met expectations, there are signs of recovery compared to April. Looking at the sales ratio in the last week, among the 9,800 new cars, the Model Y sold about 8,500 units, and the Model 3 sold only 1,300 units, which is not much changed from the sales ratio of the previous two models. In other words, the previous zero down payment policy, which was only available for the Model 3, did not work. However, the addition of the Model Y to the Model Y with a zero down payment has the opportunity to further increase the sales of the Model Y, while the sales of the Model 3 will be further diluted.

From this point of view, Tesla's 0 down payment policy is different from the effect achieved by BBA, BBA users pay more attention to the cost performance of buying a car, and Tesla's potential users, at present, various policy stimuli cannot change the car purchase choice of Tesla users, and what can be changed can only be the difference between the waiting party and the instant party.

The price war is useless, what can car companies do to stimulate sales

Car companies stimulate sales of two magic weapons, marketing and promotion.

According to the Association of Automobile Manufacturers, in the first four months of this year, car sales reached 9.07 million, a year-on-year increase of 10.2%. Of course, this includes passenger cars in the broad sense and passenger cars in the narrow sense.

The auto market is improving, but car companies are getting more and more involved. And judging from the sales volume of the head car companies, traditional car companies are thriving, but new energy car companies have their own joys and sorrows.

Brands with outstanding performance in the previous stage, such as Wenjie, Ideal, and Tesla, have been in a state of ups and downs since April. There is a phenomenon that the M9 sells more than the M7 and M5, but it can be understood that the M5 has just been on the market for less than a month, and the M7 has just been remodeled. Although Ideal relies on L6 to have a warming trend, at present, L6 has eaten up the sales of other L series models, rather than providing incremental growth for Ideal. Tesla introduced above, using all its might, and there is no sign of solving the problem.

From another point of view, what Wenjie is best at is maximizing the dissemination of technical effects, what the ideal is best at is maximizing the effect of car scenes, and Tesla is maximizing brand influence.

Driven by the price war, all car companies can not escape the price of ways to stimulate sales, dilute the price publicity, and refocus on new car technology and brand power.

On the contrary, the sales of traditional car companies are getting better and better, such as BYD's sales of more than 300,000 in a month, and Chery, Geely, Changan, Great Wall and other car companies, sales have also increased further. The reason is that in the era of electrification, the auto market has gradually returned to rationality after the "Great Leap Forward". It can also be understood that traditional car companies have returned to the essence of car manufacturing, re-focusing on technology research and development, rather than marketing and promotion, and bringing the new energy vehicle market back to rationality.

From another angle, it is still the distance of the M7, the first model will be launched in 2022, and after the distemper, after the launch of the new Wenjie M7 in the second half of 2023, it suddenly exploded, but only half a year later, the momentum of the new Wenjie M7 was overwhelmed by other new cars, and it had to continue to launch facelifted models.

In other words, the new forces rely more on new products and new concepts to create new marketing content to open up the market. Traditional car companies are more car-based, such as Chery Star Era ET, which takes more than 3 years to build, which is no different from the R&D cycle of traditional fuel vehicles, and can also ensure the integrity of vehicle development and testing.

Generally speaking, the most popular price in the current market, the price is the underlying foundation, and the user's requirements for the essence of the product are getting higher and higher, which is an important phenomenon in the mature period of new energy development in the past ten years, and it is also the best way to make car companies and the car market return to rationality.

epilogue

This year, the automotive industry has introduced more and more preferential policies, and the auto market is also improving. But on the other hand, the automotive industry will also accelerate its phase-out. In the second half of the year, those who are still obsessed with losing money and fighting a price war will accelerate the pace of elimination, and only the car market will return to rationality, and only rely on policy support to fully support market sales.

Returning to Tesla's 0 down payment, it can play a certain role in stimulating sales, but the effect will not be too obvious. On the contrary, some traditional car companies, economic cars have launched a zero down payment or low down payment policy, and the effect will be better.

View original image 306K

• 

• 

• 

• 

• 

• 

•