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Original title: Model Y refers to the traditional luxury fuel car market, Tesla sounded the clamor for the popularity of pure electric vehicles
Our reporter Gong Mengze
On the first day of 2021, after the Tesla Model 3, the second new model produced by the Tesla plant in Shanghai, the Tesla Model Y made in China, officially went on sale. This time, Tesla has released two versions of the China-made Model Y Performance high-performance version and the long-life version. At the same time, the standard battery life home version of the Model 3 ushered in a facelift, and the initial price of the upgraded version remained unchanged at 249,900 yuan. In addition, Tesla also launched the high-performance Model 3 Performance version, priced at 339,900 yuan.
In fact, since the start of construction of the Tesla Gigafactory in Shanghai in January 2019, the official delivery of the Chinese-made Model 3 in January 2020, and the launch of the Tesla Model Y this month, Tesla has been around for a year. node. , “China Speed” appears frequently. And the launch of the Model Y this time not only directly affected the price range of the main models of the new national forces.
More importantly, with its strong brand appeal and price comparable to mid-tier luxury SUVs like Mercedes-Benz GLC, BMW X3, Audi Q5, etc., it will definitely make a big impact on the fuel vehicle market.
Tesla sales this year
It is expected to impact 300,000 vehicles
A “Securities Daily” reporter logged on to the official website of Tesla in China and showed that the high-performance version and the long-life version launched by the domestic Model Y have a starting price of 369,900 yuan, which is lower. than the previous presale price of 535,000 yuan. Up to 165,100 yuan, the starting price of the long-playing version is 339,900 yuan, a decrease of 148,100 yuan from the previous presale price of 488,000 yuan. And right after the announcement of the price cuts, Tesla’s official website was even “paralyzed.”
According to the official Tesla website, the new China-made Model 3 has been optimized in appearance, interior, comfort, and energy efficiency compared to the previous version. The addition of the heat pump system further optimizes the vehicle’s energy consumption performance. As another new product that worries the market, the Model Y and Model 3 are developed on the same platform and share 75% of the parts. In the words of Tesla CEO Ellon Musk, the Model Y is a compact SUV that “everyone can afford.”
Some employees of the Tesla Beijing experience store said in an interview with a Securities Daily reporter that after the news of the price cut broke, the inquiry was very heated and many people booked directly without even seeing the car. “Because there are too many reservations, for how long can I pick up the car now he cannot give an exact time. But it should be delivered in the first quarter,” the aforementioned staff told reporters.
With the launch of the Tesla Model Y and the new facelift of the Model 3, the outside world is full of expectations for Tesla sales in 2021. According to statistics from the Passenger Association, in the first 11 months of 2020, the Cumulative retail sales of domestic new energy passenger vehicles (including pure electric vehicles and SUVs) were 904,800, while China-made Model 3 sales in China reached 111,600. , Just one model occupies more than 12% of the industry’s total sales, and it is firmly ranked as the sales champion of pure electric vehicles in the Chinese market.
This time around, the Model Y’s substantial price adjustment is sure to appeal to more common car buyers. Musk has said that the Model Y as a cross-border vehicle may surpass the Model 3 in terms of word of mouth in the future. He predicted that as Tesla’s production capacity increases in China and Germany, Model Y sales may overtake other Tess in 2021. It pulls its models.
In this regard, Cui Dongshu, secretary general of the National Travel Association, told the “Securities Daily” reporter that the Chinese market has more acceptance of SUV models and is more popular, so it is likely that the sales data Model Y nationals are better than the Model 3. Tesla is expected to hit the 300,000 sales mark in China this year.
Price reduction strategy
Impact on the luxury car market
According to the journalist’s observation, from a market competition perspective, the China-made Model Y has a direct competitive relationship with the mid-tier Weilai EC6 SUV, which is also a fastback model, in terms of product positioning and price. . The three EC6 models currently on sale are priced at 368,000 yuan, 408,000 yuan and 468,000 yuan before subsidies, and the starting prices are slightly higher than the national Model Y. New domestic car manufacturing forces and Tesla’s new round of product and price competition will be tested in the new market test.
“There is no question that the EC6 and Model Y are in direct competition.” Li Bin, president of Weilai Automobile, frankly said in an interview with a reporter from “Securities Daily” that Weilai launched EC6 at that time, on the one hand, it further expands its users. The crowd, especially the post-80s and 90s user groups; on the other hand, it is blocking the Tesla Model Y.
Overall, the industry believes that in the past year, with the continued price reduction of the Tesla Model 3, the gap in the B-class luxury car market has been broken and the monthly sales volume has exceeded 20,000, which It has greatly impacted the Mercedes-Benz A, BMW 3 series, B-class sedan market like Audi A4.
“Tesla is actively attacking luxury brands and hopes to replicate this success in the SUV market.” Lin Shi, a columnist for Sina Finance, told reporters that compared to the impact of the new car-building forces, the Model Y really challenges the market. It is a mid-level SUV from luxury brands like Mercedes-Benz GLC, Audi Q5L, and BMW X3.
In Li Bin’s view, what Weilai needs to do is allow users to switch from gasoline vehicles to electric vehicles. Be it Tesla or other auto companies, you are not only an opponent, but also a teammate. “The size of the electric vehicle market is still very small, and now we are going to mainly capture the market share of traditional fuel vehicles. Therefore, different car companies have their own opportunities.” Cui Dongshu also expressed similar views.
“Electric vehicles are about to cross the tipping point, including the maturity of products, policies and users.” Li Bin told reporters that under this wave of vehicle electrification, China’s new energy vehicles and new vehicles will account for 25% of the total sales target in 2025. It is not difficult to achieve.
