Sino-Singapore Jingwei, January 6 (Niu Chaoge) At the beginning of the new year, Tesla cut prices again in less than three months, with a drop of up to 36,000 yuan, and the Model 3 fell to 229,900 yuan.
Tesla customer service said that if the car owner has placed an order but has not picked up the car, he can choose between the current official website price and the order price, but this will conflict with the previous subsidy policy.
If the car owner has mentioned the car before the price cut, he will not be able to enjoy the above policies, and the possibility of having relevant compensation policies is low.
Some people in the industry believe that those car companies whose product line prices overlap with Tesla's price cuts may feel pressure and need to follow up with price cuts to maintain sales.
The highest drop is 36,000
On January 6, Tesla China’s official website showed that the price of Tesla’s domestically produced models has been greatly reduced, with a drop of up to 36,000 yuan.
Specifically, the starting price of Model 3 dropped from 265,900 yuan to 229,900 yuan; the starting price of Model Y dropped from 288,900 yuan to 259,900 yuan.
In addition, the upgraded Model S and Model X also announced the prices in mainland China on the 6th.
Among them, the Model S dual-motor all-wheel drive version starts at 789,900 yuan, the Model S Plaid three-motor all-wheel drive version starts at 1,009,900 yuan; the Model X dual-motor all-wheel drive version starts at 879,900 yuan, and the Model X Plaid three-motor all-wheel drive The wheel drive version starts from 1.0399 million yuan.
Yoke steering wheel and standard steering wheel users can choose free of charge.
The above models will be delivered in mainland China in the first half of 2023.
Zhang Xiang, dean of the New Energy Vehicle Technology Research Institute of Jiangxi New Energy Technology Vocational College, believes that Tesla's price reduction may be due to excess production capacity, especially after the second phase of the Shanghai Gigafactory's production line was put into production last year. The production capacity expanded rapidly, but sales failed to catch up. The pace of production capacity, in order to increase the utilization rate of factory capacity, it is necessary to reduce prices to stimulate sales.
According to data from the Passenger Federation, Tesla China delivered 55,800 vehicles in December 2022, a 44% drop from November.
What about old car owners who have been "reduced in price" one after another?
"The price has been lowered before the license plate is issued"... Sino-Singapore Jingwei saw on social media that many old Tesla owners posted posts expressing dissatisfaction.
Source: Little Red Book
In response to the question of whether there are price protection measures for old Tesla owners, Sino-Singapore Jingwei consulted Tesla’s China customer service as the owner. There is a choice between the two, but it will conflict with the previous subsidy policy.
If the car owner has mentioned the car before the price cut, he will not be able to enjoy the above policies, and the possibility of having relevant compensation policies is low.
"(The plan for car owners who have already picked up the car) is currently not available, and the possibility of some is relatively low. So you won't have much expectation. What I know from my side is that if there is a (compensation plan), There will definitely be an official notification, and the possibility of not having it is still very high." Tesla customer service said.
It is reported that at the end of September 2022, there was news that Tesla might welcome a big price cut. At that time, the staff of Tesla China’s public relations department responded to Sino-Singapore Jingwei, saying that the news was “false news.”
At the end of October 2022, one month after Tesla denied that it would cut prices, Tesla officially announced a price cut, with a maximum price cut of 37,000 yuan.
"The price adjustment was just released today. We have no way to predict what kind of price fluctuations will occur in the future, so we have no way to make sure (on compensation measures) before the official policy comes out. We may have no way to stop everyone Do any rights protection operations, because this is a personal behavior, and we really can't stop it." The aforementioned customer service said.
At noon on the 6th, Tao Lin, Tesla’s vice president of external affairs, stated on Weibo that Tesla’s price adjustments covered countless engineering innovations, which are essentially unique and excellent laws of cost control: including but not limited to Integrated vehicle design, production line design, supply chain management, and even optimized robot arm coordination routes at the millisecond level.
Will other car companies follow suit?
Zhang Xiang told Sino-Singapore Jingwei that the sales volume of some car companies is not high, and the price range of the product line overlaps with Tesla after the price reduction. For these car companies, it is necessary to follow up the price cuts in exchange for the possibility of sales growth.
Sino-Singapore Jingwei’s previous visits found that after Tesla’s official price cut at the end of October 2022, many car companies chose to follow up within a month and launched promotional activities one after another. For example, several Huawei experience stores in Chaoyang District, Beijing launched Insurance and optional discounts for Wenjie M5 and M7; Ford Motor directly chose to lower the price of all Mustang Mach-E models, with a drop of about 20,000 yuan.
Zhang Xiang also pointed out that Tesla's price reduction can only affect some car companies. For the first-tier car companies in the period of rapid development, such as BYD, the pricing of their products is already relatively low, which does not meet the current market position. Instead, the company raised prices.
Judging from the performance of the secondary market, as of press time, Xiaopeng Motors, whose product line prices range from 160,000 yuan to 300,000 yuan, fell by more than 7% to HK$40.95 per share; 11.96 Hong Kong dollars per share; Great Wall Motor fell more than 1% in intraday trading to 10.20 Hong Kong dollars per share.
(For more report clues, please contact the author of this article, Niu Chaoge: niuchaoge@chinanews.com.cn) (China-Singapore Jingwei APP)
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