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Tesla Price Cuts, Where Will New National Car Manufacturing Forces Go?
Domestic manufacturers of new energy vehicles urgently need to improve the quality and innovation of their products
At the beginning of the new year, Tesla launched a “blockbuster” for the automotive market. Its domestic model Y SUV was officially launched, and the price dropped from 140,000 to 160,000 yuan, which is cheaper than many domestic new energy vehicles. After the news of the price cut broke, many customers of the Tesla store were overwhelmed and its official website was once paralyzed due to the excessive number of visitors.
To be sure, this further reduced the space for new forces to build cars. Where will the newly upgraded new energy home vehicles go?
30% discount on the new Tesla car produced in the country
Tesla’s second domestically produced car, the China-made Model Y, again slashed prices significantly. The new car is available in two versions, the long-life version and the high-performance Performance version, priced at 339,900 yuan and 369,900 yuan. The long-life version has a maximum cruising range of 594 kilometers and the high-performance Performance version is 480 kilometers.
In terms of prices, the domestic version of the Model Y has been significantly reduced compared to the imported version. The price of the long-life version has been reduced from 488,000 yuan to 148,100 yuan, and the high-performance version has been reduced by 165,100 yuan from 535,000 yuan. Just get a 30% discount.
According to statistics, prior to this announcement of the Model Y price cut, Tesla’s Model S, Model X, Model 3 and Model Y models had a total of seven price cuts since May last year.
Tesla Store reservations and test drives are hot
After news of the price cuts spread, Tesla’s offline physical stores in Shanghai, Guangzhou, Hangzhou and other places were extremely popular in the past two days, and the official website was directly paralyzed due to the number excessive number of visitors. The crowds of the Tesla experience store in Guangzhou are understood to be comparable to the iPhone sales. At the Shanghai Taikoo Hui Experience Store, people directly book the show car before it arrives.
A salesperson at Tesla’s Beijing Fangcaoyuan Experience Store told reporters: “Since the price announcement on New Year’s Day, the inquiry call has not stopped. The number of people in the store is also increasing day by day. We don’t have data on how many people there are. Thousands of customers have arrived at the store in almost three days. “
Previously, Tesla also posted news on social platforms that the order page of the official website could not be updated due to the increase in traffic. In response to this response, Tesla internal staff said: “Model Y pre-orders and test drives are very popular. There will be a lot of people in the store these two days, and consumers may peak.
Tesla gains market share
By the end of 2020, Tesla has built more than 600 super charging stations in China. Tesla invested in the construction of a supercharger battery factory in Shanghai that integrates R&D and production. It plans to officially put it into production in the first quarter of 2021. The initial plan is to produce 10,000 supercharger batteries per year. In addition, Tesla plans to establish a product design center in China to carry out local product design, research and development.
It is understood that from January to November 2020, cumulative sales of the Tesla Model 3 have exceeded 110,000. This model alone accounts for about 12% of the Chinese market for new energy passenger cars.
Cui Shudong, secretary general of the Travel Association, said that considering that SUVs are very popular in the Chinese market, the Model Y may sell better than the Model 3 in China, and Tesla’s sales this year are expected to reach 300,000. .
Unlike domestic new automakers, Ideal Auto’s sales volume in 2020 is only 32,621 units, Weilai Auto delivered 43,728 units in 2020, and Xiaopeng Auto delivered more than 20,000 units from January to November. It is yet to be announced, but the top three domestic new automakers are expected to sell more than 100,000 units during the year.
In 2020, while the shares of Xiaopeng, Weilai Automobile, Ideal and Tesla have risen staggeringly, they have also seen substantial setbacks. Let’s take Weilai as an example. Since it peaked at 57.2 yuan in late November, its share price has started to fall. Although it has recovered in recent trading days, its current share price is still falling 14.79% from the highest price.
Whether it’s in terms of sales volume or stock price, Tesla has put enormous pressure on the new car-building forces. With the further implementation of the rebate policy, domestic electric vehicle manufacturers will also be forced to improve the quality and innovation of their products.
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Wei Lai Automobile: Large-scale chargeback information has been sued related platforms
The price cut of the domestically produced Model Y puts considerable pressure on new domestic automakers. Take Weilai Automobile for example. Its official website shows that the three ES6 models, which are the same SUV as the Model Y and have similar levels, are priced at 468,000 yuan, 398,000 yuan, and 358,000 yuan respectively. The price of the Model Y was reduced this time to 339,000 yuan, which is even cheaper than the Weilai price. Along with the influence of the brand effect, the news of large-scale cancellations of Weilai users has spread online. On January 2, on the Weilai EC6 forum, there was also a post about order transfer.
Weilai responded to this, saying, “The news that the official website system has encountered a large-scale chargeback is false, and we have filed a complaint against the relevant platform.” Earlier, Weilai Chairman Li Bin mentioned Tesla’s price cuts. He believed that Tesla’s constant price cuts will hurt consumer loyalty to the brand. Weilai hopes to increase user satisfaction and loyalty through more service innovations.
On the afternoon of January 1, Wei Lai released a message saying, “Be loyal to your choice to ‘call’, don’t ask ‘Why.’ In the image below, it read: “He’s an opponent and a teammate. 2021, together Power up and move on.” And Wei Lai granted additional preferential policies for Tesla owners. “Welcome to the NIO test drive, even if you choose Tesla, you can still get 3 free one-key ignition services from NIO Power.”
This group of articles / our reporter Wang Ronghui
