According to the statistics of the vehicle, in the last 29 months, Tesla has adjusted the price of its models as many as 16 times, including price reduction and price increase. So, who gave Tesla such willful courage?
Among them, the Tesla owner as a party is undoubtedly the most concerned. They could have happily enjoyed the long-awaited Tesla products after mentioning the new car, but the fact that they lost tens of thousands or even hundreds of thousands of yuan soon after picking up the car was like a fly. Stuck in my heart, always worried.
Frankly speaking, what many car owners can't accept is not the price adjustment every three days, but the misleading behavior of some salespeople. A new owner of Model 3 in Xiamen admitted that the original pick-up time should be September 24, but it was advanced to September 23 for no reason. When he suspected that the price would be reduced and asked, the salesperson gave a negative answer. However, on the eighth day after picking up the car, Tesla Model 3 officially announced the price reduction, just after the 7-day dissatisfied return date promised by Tesla. As a result, the owner felt that he was a "routine" and unfortunately became a "spicy leek".
There is more than one similar thing, and it is not a "patent" of Tesla.
In July last year, Xpeng Motors introduced the 2020 Tucki G3. The price of the new model decreased, but the battery life increased. A user who just picked up the car said, "Book the car on July 9, and release the new model on July 10, with an extra 2,000 yuan, more 170 kilometers of battery life, upgraded brakes, power assistance and so on. Who feels better? Obviously deceived. " Many car owners believe that Xpeng has deprived them of their right to know and choose without informing them of the configuration of the new model in advance, so the event of returning the car to defend their rights continues to ferment.
On the fourth day of the price reduction of Tesla Model 3, we saw Xpeng Motors learning from mistakes. The issued price protection policy says: June 2020: 65438+1 October 1 to February 2026: 65438+February1.If the market environment changes, the national suggested retail price will be reduced after the existing comprehensive subsidy for P7 vehicles. According to industry insiders, the first move is to avoid harming the interests of car owners, and the second is to conduct targeted marketing for Tesla's price reduction behavior.
Back in Tesla, in order to calm down the storm, Tao Lin, vice president of Tesla's external affairs, issued six Weibo in six days after the "June 5438+ 10 1 Model 3 price reduction".
She said that price adjustment is a highly confidential work and needs to be calculated repeatedly. Only a few people attended. What we can do is to prepare the internal procedures as soon as possible, and inform you as soon as possible once it is finalized, because no matter when it is announced, it will affect a group of consumers who have recently picked up their cars. "There are many car owners among Tesla employees, and many employees only brought new cars in September. All apply the same price policy as ordinary consumers. Except for a very small number of employees who participate in price measurement, all colleagues know the information of price adjustment almost at the same time as consumers, so there is really no situation in which staff deliberately conceal and mislead consumers. "
However, not all car owners who encounter similar situations will be hard to let go, and some car owners have made full psychological preparations before buying a car. A domestic Model 3 owner confessed to the owner: "If you buy the essence and don't sell it, the price reduction is likely to reduce the price and pay after starting, and Tesla will stop supplying it!"
Reason one: the cost is reduced.
"Thanks to the advanced software technology and efficiency optimization, the cruising range of the updated Model 3 standard cruise upgrade version has been effectively improved by more than 20 kilometers ..." In the news materials of the price reduction of 65438+ 10/domestic Model 3 in June, Tesla only explained the cruising range improvement and did not mention the reasons for the price reduction.
However, combined with the known information, the lithium ferrous phosphate version of Model 3 seems to have appeared.
In May of this year, Tesla Model 3 equipped with lithium iron phosphate battery was included in the 333rd batch of "road motor vehicle manufacturers and products" declared by the Ministry of Industry and Information Technology. Contemporary Ampere Technology Co., Ltd. provides batteries, and Tesla assembles the batteries by itself. At the 20 1 1 9 annual performance briefing on June, when asked when the cooperation with Tesla was expected to start, Zeng Yuqun, chairman and chief operating officer of Contemporary Ampere Technology Co., Ltd. also gave a clear answer. "The company and Tesla's technical team communicated and docked very early, and the delivery time is probably the second half of this year."
Some analysts believe that the power battery accounts for 30%-50% of the cost of a pure electric vehicle, and the decline of the latter cost will undoubtedly greatly reduce the cost of the whole vehicle. At the same time, the addition of more localized suppliers will also reduce Tesla's logistics and other supply chain costs. Industrial Securities released the analysis report of "Tesla Price Strategy" a few months ago. According to the report, the bicycle cost of domestic Model 3 is 1.76 million yuan, and consumers can reduce the price to 220,000-230,000 yuan.
In addition to the power battery with the heaviest cost burden, Tesla also has a clear goal, which is to improve the domestic production rate of the whole vehicle. According to the periodical of Science and Technology Innovation Board, by the end of 2020, Tesla will realize 65,438+000% localization rate of parts. Undoubtedly, from the end of 2020 to 20021,the cost level of domestic Tesla models is expected to reach a new historical stage.
Reason 2: Direct mode.
As we all know, Tesla has always adhered to the direct mode. Elon musk, CEO of Tesla, once responded: "Tesla's online direct selling is to ensure that all customers have the best experience of the whole chain from beginning to end. Investors want to sell higher prices in China. Many car manufacturers do this, but I don't think we can deceive consumers. "
Tesla hopes to avoid the high profits of domestic distributors through the direct sales model, so that salespeople can no longer simply sell products, but provide experience services.
However, the direct mode will also have problems. For example, in March last year, Tesla's vacillation of the offline direct sales model directly led to two official price adjustments, which was impossible for the traditional dealer model. Tao Lin bluntly said: "Tesla's direct sales model makes the price system open and transparent, and consumers will know any price change information at the first time. Our starting point is to let more people enjoy the dividend of scientific and technological development, promote the rapid development of the industry, and accelerate the transformation of the world to sustainable energy. "
Reason three: goal-driven.
Not long ago, according to foreign media reports, elon musk, CEO of Tesla, said in an internal email that Tesla plans to increase its production by more than 65,438+07% month-on-month to achieve the goal of a total output of 500,000 vehicles in 2020.
Let's work out an account. Tesla produced nearly 330,000 cars in the first three quarters of this year. If we want to achieve the goal of producing 500,000 cars this year, it means that at least170,000 cars need to be produced in the fourth quarter. In this regard, Musk said, "In order to achieve this goal, we need to increase production in the fourth quarter."
After setting an ambitious production target, the next step is to set a more ambitious delivery target. Once the limited production capacity can support the market demand before, in order to achieve higher sales targets, price reduction has become the fastest shortcut when other conditions remain unchanged. According to foreign media reports, Tesla's Shanghai factory can produce about 800 cars every day, which means that the factory can now produce as many as 5,600 Model 3s every week (the monthly output can reach 22,000, which is twice the sales in the past two months).
What is certain is that Tesla's willful price adjustment method will continue, and it is likely to further develop on the domestic Model 3 domestic Model Y. At the same time, from the perspective of expanding market scale and declining costs, the price reduction potential of domestic Model 3 is still huge.
Related reading of Crazy Species series:
Close-up | Crazy Species 1: What are the hidden "hearts" of Tesla?
Close-up | Crazy Species 2: What happened to Tesla's IPO Decade?
Close-up | Crazy Species 3: Will the domestic Model Y be staged again?
Close-up | Crazy Species 4: Calling Tesla with "consciousness", is Musk crazy?