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Reporter / Pan Zhuolun
“I order the Model Y now, and the car will not be picked up until mid-to-late February at the earliest.”
January 4, although it is a weekday, aTeslaThe showroom is still packed with guests until the evening, and it is necessary to queue from time to time to enter the Model Y in the middle of the showroom. Compared to the vehicle’s performance and outlets, more people worry about the pickup time of the new car.
Since Tesla launched the Model Y and modified the Model 3 on January 1, a new round of sales climax has started. Earlier news reports said the new car had received nearly 100,000 orders nationwide on the day of its first launch. Although the folks at Tesla later told the media that the online data was exaggerated, combined with the current estimated delivery time of the Model Y and the estimated annual production capacity of 500,000 vehicles at the Shanghai factory, the order volume fell. conservatively estimated at more than 50,000.
Even if there are only 50,000 orders, it means that Tesla only took a few days to outperform the major “new energy” car companies in a year.Wei Lai、ideal, Xiaopeng officially released full-year sales data for 2020. The three companies submitted 43,728, 32,624 and 27,041 transcripts, respectively. Compared to their own, these three have set a sales record, but versus Tesla, they have been continually scrapped.
With the addition of the Model Y, the new Model Y, which is positioned as a mid-size SUV starting at RMB 339,900, Tesla’s market competitiveness has been further strengthened. Its impact on the market will not only affect new energy vehicles, it will also affect traditional peer fuel vehicles. .
More importantly, the Tesla cards have yet to be played.
Dimensionality reduction
“This time we are pretty sure that friends will cut prices on New Year’s Day. Even the internal conference call has not opened. The data fully demonstrates that price reduction is just a marketing method, and it is definitely a weapon. double-edged “. January 3, Xiao He Xiaopeng, founder and CEO of Peng Motors, commented on Tesla’s “combo hits” round on January 1.
Coincidentally, Li Bin, founder, chairman and chief executive officer of Weilai Automobile, made a similar public statement on the same day, saying that Tesla’s new round of impact has limited impact. “Tesla will go public and Weilai is the ‘BBA'”. .
Although the responses from the representatives of the “new forces” in the two heads seem fearless on the surface, the fact that Tesla’s price adjustment and new launches are extremely aggressive for the market segments where the new forces are located. two auto companies.
As Tesla’s first midsize SUV, the Model Y, its closest rivals in the market are the Weilai ES6 and EC6. The biggest advantage of the first over the last two lies in the price.
Currently, the Model Y starts at 339,900 yuan, the Weilai ES6 starts at 358,000 yuan, and the EC6 starts at 10,000 yuan more expensive than the ES6. At the same time, in terms of vehicle performance, whether it’s pure electric cruising range (NEDC operating conditions) or an official acceleration time of 100 kilometers, the Model Y also dominates.
In addition, the key level of intelligent driving assistance for intelligent streetcars, Model Y comes standard with the autopilot system with lane keeping and adaptive cruise functions, but the intelligent driving assistance functions of both Vehicles must be optional. The price is divided into 15,000 yuan and 39,000 yuan. records. As a result, the price gap between the two vehicles has widened even further.
“Model Y comes with ACC as standard, but does it have air suspension?” At a press conference on January 3, when guests raised similar points as above, Qin Lihong, co-founder and president of Weilai Automobile said that Weilai sells more expensive due to higher settings and better service. Furthermore, Li Bin also stated that the size of the ES6 and EC6 is larger than the Model Y. “The size of a car of this level is worth tens of thousands.”
According to a Times Weekly reporter, the Weilai ES6 and EC6 equipped with air suspension are priced at 398,000 yuan and 408,000 yuan respectively, and although the two cars are between 44mm and 134mm in length, width and height compared to the Model And Advantages, but there is only a 10mm difference in the wheelbase which is more related to the space in the car.
In terms of static performance alone, the Model Y has an overwhelming advantage over the current best-selling models in its class, and the same situation is reflected in the revamped Model 3 as well.
According to an introduction from the Tesla showroom to the Times Weekly reporter on January 4, the Model 3 after the facelift has added a heat pump, double-glazed glass, power tailgate and other configurations. The addition of a heat pump will be criticized for electric vehicles. The winter battery life issue obviously helps. In addition, while the Model 3 is being updated, the price of the entry model will remain unchanged and the price of the performance model will be reduced by more than 70,000 yuan to 339,900 yuan.
For reference, the high-performance version of Xiaopeng Motors P7 is priced at 339,900 yuan, but the pure electric range (NEDC) and the official acceleration time of 100 kilometers are both weaker than the performance version of the Model 3.
Strong bargaining power in the supply chain
In the face of the looming Tesla, major “new forces” auto companies such as Weilai and Xiaopeng, both the focus of the market, will certainly not stand still.
Among them, Xiaopeng recently said that it will launch the latest version of the intelligent driving assistance system with high-speed autonomous navigation and driving as soon as possible (before the Spring Festival) -XPILOT 3.0, and Weilai will launch a new version on NIO day 2020 on January 9. Flagship cars, 150kWh batteries, second-generation power plants and other products.
In fact, in addition to the aforementioned “new forces” car companies, there will be a number of players in the domestic electric vehicle market in 2021, such as “North and South Volkswagen” ID series pure electric vehicles. , and the first mass production of Geely SEA pure electrical architecture will be launched. Cars will be available, but in the eyes of industry experts, the impact on Tesla is limited.
“The real advantage of Tesla is that it has taken the lead in mass production. As a result, its bargaining power in the supply chain is extremely strong and the cost can be lower. This will not only help it improve the competitiveness of current product prices, but will also accelerate New technology is on the ground. ” On January 4, an engineer for a national new energy auto company told a Times Weekly reporter.
On the same day, a person who had worked for Tesla’s national parts supplier told a Time Weekly reporter that Tesla was putting unprecedented pressure on suppliers, both in terms of cost and efficiency. To place Tesla orders, Suppliers even have to renew their own lives, optimize processes and equipment, and it’s all just to meet Tesla’s requirements, “it’s not about the problem of providing profit, it’s desperate to convert at a Tesla supplier. ” .
As a first step in becoming mainstream in the market, Tesla’s cost, selling price, sales volume, and production have formed a virtuous circle, and this mutual promotion is still going strong.
According to a few days ago36 kryptonAccording to national media reports, the Tesla Super Factory in Shanghai has a planned production capacity of 550,000 vehicles in 2021, and the current production capacity is about 150,000 vehicles, and it is operating at full capacity in “double shifts.” For reference, Li Bin revealed at the January 3 press conference that Weilai’s current production capacity is 7,500 vehicles per month, which translates to an annual production capacity of 90,000 vehicles per year.
Catching up with Tesla is not as simple as making products better than the Model 3 and Model Y.
Differentiation will be the key
Of course, the national market for new energy vehicles is so large that even a “great crocodile” as large as Tesla can accommodate several.
According to the Deputy Secretary-General of the China Automobile Manufacturers Association at a media communication meeting held by the Ministry of Industry and Information Technology a few days ago, sales of new energy vehicles are expected to reach 1, 3 million in 2020, and the growth rate in 2021 is more likely to exceed 30% to 1.8 million.
In fact, in this year’s new energy vehicle market, there have been rivals comparable to Tesla in size.
According to official data, the Hongguang MINI EV, a small pure electric vehicle launched by SAIC-GM-Wuling during the year, will sell 127,651 units in 2020. Although it is unknown whether it will exceed Tesla’s sales in China, it has been overwhelming for several consecutive months. . Sla Model 3 became the biggest seller of new energy vehicles in China.
You can see that although Tesla is strong, it is not the only one on the market. If you can find the track that is clearly different from Tesla like Hongguang MINI EV, you still have a chance to become a market giant.
As for the current new energy vehicle market, Tesla mainly dominates the 250,000 to 400,000 yuan market, and its products are all new energy pure electric vehicles. In other words, including plug-in hybrid electric vehicles (PHEVs), extended-range electric vehicles, and low-end pure electric vehicles, there is still plenty of room on the market. This is evident from the tranquility of the ideal car in the face of Tesla’s new round of shock.
But it is worth mentioning that with the continued development of Tesla, the market it covers will become more and more broad.
As a source close to Tesla recently revealed to the Times reporter, Tesla will also have models that include the modified Model 3 full-length rear-wheel drive version and the Model Y full-length rear-wheel drive version during the year. If you look further, new cars equipped with high-nickel batteries and even 4680 batteries are also expected to be launched between 2021 and 2022. “A number of new technologies will not only strengthen the power of Tesla’s new car products. , but they will also have better prices. ”
Tesla has left plenty of room for his teammates to play, but there isn’t much time left for his teammates.
