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Editor’s Note: This New Year’s Day, Tesla did not unexpectedly make another big move, but contrary to expectations, the domestic Model 3 did not usher in the “one more” price cut as expected. On the contrary, it was the official launch of the Model Y produced in the country that almost everyone forgot. In addition to suffering from our automotive media professionals, Tesla’s strange stunt seems to instantly ignite Tesla stores across the country …
It is no longer possible to verify what irresponsible means are, or Tesla himself began to instigate the “Tesla Model Y price cut by 140,000” stunt, but I thought of the author of this title out of good will. : You must also be inertial to think that Tesla will cut prices on New Years Day, or is it purely for clicks! (This article will discuss this price reduction problem later in this article)
But the truth is that with more and more media following the trend, Tesla has definitely become the king of the subject in the 72 hours of this New Year’s Day, and each of us can find all kinds of things in our circle of friends and Douyin. “The Tesla store is full of people”, photos or videos.
[ · 特斯拉门店火爆 销售人员一天成交8台 ]
And just 72 hours after the Model Y was released, I thought I should have calmed down at the end of the last day of the festival and come to the Tesla store near Financial Street in the Xicheng district, Beijing …
Passing through the crowd, we find Alice (names in the article are all pseudonyms), who had previously organized a good car sale. Alice smiled happily. “Yesterday, 9 models of the Model Y were sold as soon as they hit the market. My roommate’s boyfriend was in Weilai and he sold 2 models in one day.。 “
Tesla’s popularity is more than that. Alice tells us, now pay a deposit,It takes 2 to 3 months to mention the car and 10 days to experience the test drive。
Objectively, from a product robustness perspective, if the Weilai ES6 and Model Y have the same cruising range and basic automatic driving (ACC + lane departure, etc.), the Weilai ES6 needs about 408,500 yuan (including 58,000 yuan for Battery Upgrade Package and NP Selection Package 15,000 yuan), Tesla Model Y (four-wheel drive twin-motor version) only 339,900 yuan.In contrast, Weilai’s price is higher for price-sensitive consumers.
[ · 成交量攀升 但消费者观望情绪依然严重 ]
“I have to wait for Tesla to lower the price. I don’t want to be a leek. It’s horrible to cut the price by 140,000 at a time. Wait, how can I reduce it to 280,000?”Consumer It is believed that Mr. Cao’s ideas represent the demands of a large number of consumers at this stage.
As to whether the 140,000 one-time price cut is true or false, let’s leave it alone. From the mouth of many “Mr. Cao”, it is not hard to find that frequent price cuts have created a great deal of “defense psychology” for consumers.Although short-term, price cuts can effectively stimulate sales and quickly capture users who only need them; In the long run, you still have to question whether such price cuts are good for brand building and word of mouth.
Of course, here we also want to clarify what many consumers think the price of the Tesla Model Y is reduced by 140,000:
First of all,The 140,000 Tesla Model Y price cut is in itself the wrong messageThis price reduction information is derived from the previous estimate of 488,000 for the imported Model Y on the official Tesla (China) website (no pre-sale delivery). It can be said that the price was to promote Model 3 sales at the time. This time it was widely publicized as a 140,000 yuan price cut, which was partial.
Second, compared to the long-lasting model 3 made in the country (the price is 309,000 yuan), the price of the domestic four-wheel drive twin-engine version of the Model Y (339,900 yuan) released this time is about 10% higher; In North America, Model Y models are 6% more expensive than Model 3s.From a price point of view, the currently published price of the domestic Model Y is reasonable, and it cannot be said to be more expensive.
Finally, will the price of the domestic Model Y drop? We think it is possible: First, it is derived from the additional increase in general Tesla sales + localization fee, which does not rule out the possibility of simultaneous price reductions of the national Model Y and the national Model 3; second, the current domestic Model Y does not release a standard battery life model and does not rule out future domestic production The Model Y released a single motor lithium iron phosphate battery entry model to further tap the market .
In addition to some consumers who randomly visited offline, we also conducted a survey on Weibo and the Edianyuan WeChat group. Under the question “What is the reasonable price range for the Model Y”, 201 people expected It is reasonable that the price of the Model Y will fall between 250,000 and 300,000 yuan, which represents 53% of the voters.
[ · 蔚来汽车基本不受影响 ]
The popularity of the Tesla Model Y has made media outlets who like to watch live on weekdays even more unscrupulous. Throughout the entire incident, in addition to the unscrupulous media that led the outbreak of the “price cut of 160,000”; another medium that could not be verified also rushed to see the principle that the emotion is not too great, and put the innocent Wei Lai on stage. , An article on “Unsubscribe from NIO ES6 / EC6 in a large area” brought public opinion to a climax.
In this regard, Li Bin, founder and president of Weilai Automobile, also stated within 72 hours after the Model Y was launched: Tesla Model Y has not affected Weilai, and the number of orders in these two days has not changed much . Qin Lihong, co-founder of Weilai Automobile, said bluntly:Our user unsubscribe channel is not found on the official website.
But we can still feel the pressure from Weilai. The Model Y published the price in less than 72 hours. A service was launched on Weilai’s second-hand car as scheduled. We can’t speculate on the connection between the two with ulterior motives … But when we arrived at NIO HOUSE on Financial Street, the two or three consumers in the showroom with their children looking at the car really formed a stark contrast to the scene. hot on the other side.
“In fact, there are car owners who have asked about the return of the deposit, but nobody has canceled the subscription. Of course,We can’t withdraw from Dading. “Stan, NIO’s car buying consultant, told reporters bluntly during the exchange.”Hello, you have waited two days for our NIO DAY car to appear, I am afraid the room will be full。 “
Written at the end:After the Model Y was launched, the sales “carnival” appeared and the market gave positive feedback. However, the so-called 140,000 price cut is in fact a “peer misunderstanding”, and due to Tesla’s frequent price cuts before, it has also contributed to many consumers having money to buy.
For Wei Lai, who has been pushed to the forefront, the number of Tesla Model Y listings has a certain impact on product sales, but the impact is quite limited. After all, the market positioning of the two still has certain differences. The so-called “low has paralyzed the official website” is just a rumor.
With the launch of the Model Y, the fight in the new energy vehicle market has become more intense. So the Model Y has an impact on those products, how does the interior exterior space of this new car work? Pay attention to the follow-up report of Sohu Auto · E Electric Park.
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