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    The New Energy Vehicle Market Will Meet The "Immortal Fight" Era?

    2021/7/9 10:05:00 0

    MarketFairiesTimesTeslaPriceButcher'S Knife

    Prior to the Shanghai auto show in the fight to gradually subside, Tesla also took advantage of the situation to speed up the layout of the Chinese market.

    On July 8, Tesla's China official website officially launched the model y standard endurance version. The "ultra-low" starting price of 276000 yuan (after subsidy) made this Tesla's dominant model explode in the market again. At noon of the same day, a sales feedback of a new force of domestic car manufacturing, a customer jumped the order on the spot and threw it into Tesla's arms.

    Model y is a kind of SUV which is close to the people of Tesla. Together with model 3, it forms two "sharp weapons" for Tesla's running volume. On January 1, this year, the domestic model y was officially put on the market. At that time, the price was 339900 yuan, which has caused the explosion of orders and the influx of a large number of consumers. At one time, the order page of the official website was paralyzed.

    This time, the price of model y standard endurance version directly hit below 300000, which entered the domestic new energy vehicle subsidy range. Tesla further improved its price advantage with the help of new energy vehicle subsidy (estimated at 15840 yuan). Zhu Yulong, an auto industry person, commented that the price was "seductive", and model y would dominate the market demand in the short term.

    In fact, with the ability to control costs, Tesla has obviously adopted a low price strategy in the domestic market. The price drop enables its products to radiate to more consumers, and also affects more fuel vehicles and new energy vehicles with the same price. It is reported that at the end of last month, Tesla has doubled the sales target of its stores in the fourth quarter.

    However, this time Tesla launched the model y standard extended version, which is somewhat "forced" to some extent.

    Tesla's vitality has been greatly damaged by the rights protection incident of Shanghai auto show and the subsequent improper response. Although the impact on sales seems small, Tesla's position in the Chinese market has changed subtly. Another person familiar with the matter told the 21st century economic news that the delivery in the first few months was mainly to digest the previous orders, and the subsequent orders were really weak. It was "the ultimate move" to launch the model y standard renewal version with attractive price at this node. Whether Tesla, which has emerged from the storm of public opinion, can return to its peak depends on how the market votes.

    Price butcher returns

    By contrast, the price of the model y standard extension is really attractive.

    "At present, mode y standard endurance may be the most cost-effective Tesla." Zhihu user "Xiao Li from the South", who has been paying close attention to the automobile market for a long time, told the 21st century economic report that compared with the model 3 standard endurance version, the model y only costs about 25000, but it has gained much more space and more driving mileage. Compared with the model y long-range version, the performance of the standard endurance version has not been greatly reduced.

    The status of model y and model 3 is similar, both of which are "weapons" for Tesla to occupy the market. From the price point of view, the starting price of model y is 25100 yuan higher than that of model 3. However, as an SUV, model y not only has more space, but also has 57 km longer service life than the standard model 3.

    The model y standard endurance version has a range of 525km. Compared with the dual motor long-range version on sale before, the range is only 69 km less, and the zero 100 acceleration is 5.6 seconds, which is only 0.6 seconds slower than the long range version. However, its price of 276000 yuan is 71900 yuan cheaper than that of the long range version.

    Zhu Yulong said that the price of 276000 yuan is very tempting. It is obvious that model y will dominate the market demand in the short term“ At present, Tesla is focusing on factory capacity and global delivery. In terms of overall production capacity, (this year) the target is to hit 1 million yuan, and the minimum guarantee is 800000. The Chinese market has been pulling down the price by relying on the strategy of low price, which has a great impact on the market sales of about 250000 yuan. "

    In fact, Tesla has not released so-called "low-cost" products once or twice. Since model 3 and model y were made in China, Tesla has become a "price butcher". In January and April last year, Tesla successively launched the model 3 standard endurance version and the long endurance version. This previously positioned high-end luxury car brand, the starting price of entry-level models dropped to less than 300000 yuan, causing the market to pursue. At the beginning of this year, the actual price of model y was announced, which was equivalent to a "high platform diving" compared with the previous pre-sale price, which also made Tesla a a big fire in the market.

    Model y has always been popular in the market. Cui Dongshu, Secretary General of the Federation of passengers, once told reporters of the 21st century economic report that Tesla's first domestic model model model 3 is a family oriented product, which has become popular in sales. The model y with larger space and wider use will be more competitive in the Chinese market“ SUVs will sell better. " "It is estimated that Tesla will sell more than 300000 vehicles in 2021," he said

    Can we recover from the crisis of public opinion?

    However, this time Tesla launched the model y standard extended version, at a relatively special point in time. Over the past two months, Tesla has been shrouded in the shadow of public opinion due to the influence of events such as rights protection of Shanghai auto show.

    "Recently, there has been a lot of negative news about Tesla, and a new car with lower purchase threshold is needed to divert attention. This configuration version should attract a lot of consumers who are watching Tesla's money. "“ "Xiao Li in the south of China".

    Judging from the sales volume alone, Tesla's performance seems to be "more frustrated, more courageous.". According to the data released by the Travel Association, the retail sales volume of Tesla in the Chinese market in May and June reached 21936 and 28138 respectively, up 88% and 28% on a month on month basis. However, in the second quarter as a whole, Tesla has fallen back, with 69280 in the first quarter and 61745 in the second quarter.

    This is contrary to the rising trend of global sales. According to the data previously released by Tesla, the company delivered 184777 vehicles worldwide in the first quarter of this year and 201250 vehicles in the second quarter of this year, an increase of 9% month on month. In other words, the Chinese market has obviously lagged behind Tesla in the second quarter. Although Tesla CEO Elon Musk has not made a statement on the series of rights protection incidents of Chinese car owners, he can not be unaware of the changes in this market.

    Musk estimates it will be difficult to be satisfied with the Chinese market in the first half of this year. In March last year, affected by the new crown pneumonia epidemic, the global automobile market entered a downward channel. In order to boost sales, model y was listed ahead of schedule in major markets such as the United States. The introduction of new models made Tesla grow against the market in the second quarter. In the next three quarters and four quarters, Tesla's sales volume continued to rise, up 55% and 30% respectively on a month on month basis. However, after model y was listed in the Chinese market, it failed to reproduce such brilliance.

    In the second quarter after its listing, Tesla encountered the biggest public opinion crisis in the history of Chinese market, and its original growth engine became a potential "oil bottle". On the whole, the performance of model y in the Chinese market is not very amazing. At present, the detailed data of June have not been released. However, the sales volume of model y in May was less than 13000, and only in March in the previous three months was more than 10000.

    Moreover, people familiar with the matter told the 21st century economic report that Tesla's launch of the model y standard renewal version this time is in the final analysis a "big move" that has to be done. Although Tesla's sales data rebounded last month, the orders to be delivered have nearly dried up at the end of the month. Previously, in order to increase sales, it also subsidized insurance and loan interest, which is equivalent to a disguised price reduction, But the effect is not obvious, and the number of customers in the store has not recovered significantly.

    In the process of Tesla's efforts to win back the favor of consumers, the domestic new energy vehicle market is becoming more and more lively. Weilai, Xiaopeng and ideality all set a new sales volume in June. The ideal new model, Xiaopeng G3 model and P5 are launched with a rapid momentum. BYD, the leader of domestic new energy vehicles, also broke the record in June, with the sales of new energy vehicles reaching 40317, SAIC GM Wuling, which surpasses the "magic car" Hongguang Mini EV, again ranks first.

    Some people in the automobile industry said that China's new energy vehicle market is about to usher in an era of "immortal fight". Whether Tesla can return to the peak and win the first prize at one stroke may have a long way to go.

    ?

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