Chinanews client, Beijing, July 17 (Reporter Zhang Xu) Tesla CEO Musk once stated on social media that Model Y will not launch a standard battery life version because the battery life does not meet the minimum standards he believes.
However, under the temptation of lowering prices to seize the market, he soon couldn't help but "really fragrant."
On July 8, the Tesla Model Y standard battery life version was put on the domestic official website. The subsidized starting price was 276,000, which was a full price reduction of more than 70,000 yuan compared with the long battery life version previously launched.
Hot sales even led to the paralysis of the car booking system on the official website.
Many people came to see the car in a Tesla experience store in Chaoyang District, Beijing.
Photo by Zhang Xu
Model Y surpasses Model 3 in sales
"After the price of Model Y is reduced, the number of reservations is indeed very hot." A staff member of the Tesla Experience Store in Beijing Fangcaoyuan told reporters that the domestic Model Y is priced at 276,000 yuan, which is a deduction of import duties, freight, purchase tax, and national taxes. The final selling price after the subsidy.
There was an endless stream of customers coming to consult on the spot, and reporters waited a long time before being received.
"Now the car is booked and it is expected to be delivered by October as soon as possible, and it may be postponed if it is later." More Tesla sales staff bluntly said in the circle of friends: The order is two days away, and the difference is one month.
Tesla sales staff said in the circle of friends: the difference between placing an order is two days, and the difference is one month for raising the car.
In the earnings conference call for the first quarter of this year, Musk said, "Model 3 has become the world's best-selling high-end sedan, and Model Y will soon break the record set by Model 3."
From the perspective of sales trends, the domestic Model Y has overtaken the Model 3 as Tesla's best-selling model.
From January to May of this year, the sales of domestic Model Y were 1641/4630/10151/5407/12728, of which, in May, the domestic sales of Model Y surpassed Model 3.
The Model Y standard battery life version will be delivered in August. Taking into account its high popularity, it is expected that Tesla's sales in August are expected to reach a new high.
A big drop of 70,000, domestically produced batteries make a great contribution
The reason why the price of the domestic Model Y standard battery life version can be dropped significantly is that it is equipped with a lithium iron phosphate battery, which greatly reduces the cost.
At present, the power batteries carried by domestic new energy vehicles mainly include ternary lithium batteries and lithium iron phosphate batteries, of which ternary lithium batteries dominate.
However, as the "blade", "CTP" and other technologies have increased the energy density of the lithium iron phosphate system to 160Wh/kg, the advantages of the cost and service life of the lithium iron phosphate battery have become more apparent, and the limelight is gaining momentum. Model adopted.
Huaan Securities stated in a research report in September 2020 that according to the current price, the cathode material lithium iron phosphate can reduce the cost by 65-72% compared to ternary; considering the limit of no cobalt and the sharp drop in the ternary price, The use cost of lithium iron phosphate is still significantly better than that of ternary, with 55% and 22% cost reduction advantages at the positive electrode and battery cell levels, respectively.
Because it does not contain precious metals such as cobalt and nickel, the price fluctuation of lithium iron phosphate is much smaller than that of ternary materials, which is conducive to cost control.
Data map: New energy vehicle production line.
Photo by China News Agency reporter Zhang Bin
Tesla staff told reporters that in addition to the lithium iron phosphate battery produced by the Ningde era, the domestic Model Y standard battery life version uses a "single motor + rear-wheel drive" power configuration, while the long battery life version and the high-performance version are equipped with dual The motor adopts the power configuration of "dual motor + all-wheel drive".
Among them, the high-performance model accelerates from 100 kilometers to 3.7 seconds, which provides a better driving experience.
Mr. Chen, a Beijing car owner who bought Model Y half a year in advance, told reporters that compared to this little performance gap, the price cut seems more real.
"I don't think I've been cut leek. After all, I buy it early and enjoy it early, but the difference has dropped by 70,000 yuan. I can use it to do something bad."
Zhang Xiang, an automotive analyst, also holds a similar view.
"The standard endurance version has a shorter cruising range of 69KM and a speed of 0.6 seconds from 100 kilometers, but it is nothing compared to the reduction of 71,900 yuan. In addition, the lithium iron phosphate battery is safer and more durable than a ternary lithium battery. There are no small advantages, and the price/performance ratio is definitely more prominent."
Very Krypton prospective car owner unsubscribes, CEO apologizes
Tesla's price reduction strategy has put a lot of pressure on other car companies.
To follow or not to follow, this is a question.
As early as January this year, BMW's new energy model iX3 significantly reduced the price by 70,000 yuan.
Volvo launched the "First test drive of the XC40 pure electric version at the store, get a 500 yuan JD card" event for the new energy vehicle customers who won the bid; FAW-Volkswagen will give a 600 yuan JD card to the customers who test drive the ID. BAIC Motor launched the EU5 Beijing Special Edition, limited to 300 vehicles, giving away 4000 kWh charging pile power and up to 20,000 yuan replacement subsidies, in order to increase the purchase conversion rate.
Very Krypton 001 at the Shanghai Auto Show.
The picture comes from the official WeChat account of ZEEKR
But these measures failed to stop Tesla from harvesting the market.
But there is one model that has high hopes-Geely’s Jikrypton 001.
Very Krypton 001 was a hit at the Shanghai Auto Show, with 3.8 seconds breaking 100, 700km long battery life, frameless doors, air suspension and other features. It is considered a strong competitor of Model Y.
However, the price difference between Model Y and Extreme Krypton 001 after the price reduction is only 10,000 yuan.
In some car forums, some prospective car owners of krypton 001 began to transfer their orders.
There are also many comments in the Jikrypton APP community such as "I don't want a car, transfer the order", "Unsubscribe, refund money", and "Reduction when ordering".
Some car owners pointed out that the reasons for unsubscribing include, but are not limited to, "The original standard configuration of Jikr 001 is now a paid option. The delivery of the new car is delayed and the car may not be picked up until next year."
The owner of Jikr 001 transferred the order in the forum.
Consumers also questioned its false propaganda.
At the press conference, Jikrypton 001 was built on the Haohan platform and strongly promoted that the platform “supports 800V high-voltage fast charging”, but in the end consumers found that the model only has 400V fast charging.
On July 12, An Conghui, Geely’s president and CEO and CEO of Geely, expressed apologies to the owners of Geely’s reservations and reflected on their work.
But the car owners didn't buy it, and some even commented: "Buying extremely krypton is like buying a blind box, a fright a day."
In order to restore the lost orders, GKr may also learn from Tesla's road of price reduction.
The latest filing information from the Ministry of Industry and Information Technology shows that its motor supplier has been changed from Nidec to Wei Rui (wholly owned by Geely).
After replacing the self-developed motor, the profit margin of Jikr 001 has increased. In the future, there is a chance to obtain stronger market competitiveness through price reduction.
Tesla's price cuts, will the new car-building forces follow?
In the face of Tesla's frequent price cuts, new car manufacturers such as Xiaopeng and Weilai have been particularly "calm".
Xiaopeng Motor’s chairman and CEO He Xiaopeng once said publicly, “The data fully proves that Tesla’s price reduction is only a marketing method, and it is definitely a double-edged sword.” Li Bin, the founder of Weilai Automobile, said, “Price reduction The strategy is not suitable for NIO."
ES6 displayed at Weilai Experience Store in Chaoyang District, Beijing.
Photo by Zhang Xu
But in the eyes of industry insiders, it is not so much "not following" as it is "not to be".
Zhang Xiang pointed out that Tesla's sales volume far surpasses other brands, and with the help of the scale effect, its price reduction space is much higher than other car companies.
"Tesla's factory has a high degree of automation, and the cost is lower than other manufacturers. Coupled with the advantage of large purchases, the profit margin is incomparable to other manufacturers.
However, recently there is news that there is a shortage of power batteries. Will this have a certain impact on Tesla's siege?
In this regard, Zhang Xiang believes that even in the face of the battery shortage, Tesla will be the least affected.
"As the largest source of orders for power batteries, CATL will prioritize the concentration of production capacity to supply Tesla. On the one hand, it is profit considerations, and on the other hand, it is of strategic significance. All suppliers cut their brains and want to cooperate with Tesla. Tesla chooses After the Ningde era, it is the affirmation of its technology and the endorsement of the brand, so the Ningde era will not miss this opportunity."
Faced with the menacing Tesla, are other brands ready?
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