Chinanews.com, January 7th (China News Finance and Economics Ge Cheng) On the 6th, the topic of "Tesla price reduction" was on the hot search.
Previously, Tesla has repeatedly appeared on hot searches because of price adjustments, especially price reductions.
Why does Tesla's price cut often trigger repercussions?
What is the market conspiracy behind it?
On January 6, screenshots of the prices of two models on Tesla’s official website.
Two models dropped to record low prices Tesla executives responded
According to Tesla China's official website, the price of Tesla's domestic models has been reduced, and the two models have dropped to the lowest prices in history.
Among them, the starting price of Model 3 is 229,900 yuan, and the starting price of Model Y is 259,900 yuan.
Previously, the starting prices of these two models were 265,900 yuan and 288,900 yuan, respectively.
After related topics appeared on the hot search, Tao Lin, Tesla’s vice president of external affairs, responded, “Behind Tesla’s price adjustments, there are countless engineering innovations, which are essentially unique and excellent laws of cost control.”
Tao Lin also said that Tesla started from "first principles" and insisted on cost pricing.
However, this response is difficult to resonate with the old car owners who just picked up the car.
Some car owners posted on the Internet: "Tesla cut prices, and he lost 35,000 in less than a month. The car owner who buys a car in 2022 is a joke." 'Buy early and enjoy early'."
Although car owners have different attitudes, it is an indisputable fact that Tesla has cut prices twice in a row within three months.
In October 2022, Tesla announced a price cut, and the price cuts for Model 3 and Model Y ranged from 14,000 yuan to 37,000 yuan.
The picture shows the Tesla Shanghai Gigafactory.
Photo courtesy of Tesla
Behind the price cut, Tesla’s delivery volume last year did not meet Musk’s goal
Previously, although Tesla's price reduction was not small, it did not have an "immediate" effect on boosting sales.
Estimated sales in the Chinese market released by the Passenger Federation showed that Tesla delivered 55,796 electric vehicles made in China in December, the lowest level in five months.
That figure was down 44% from November and 21% from a year earlier.
Tesla's recently released annual production and sales data show that in 2022, its annual output will be 1,369,611 vehicles, a year-on-year increase of 47%; the annual delivery volume will be 1,313,851 vehicles, a year-on-year increase of 40%.
Although both production and sales have exceeded the one million mark, the delivery volume is still far from the 50% increase goal set by Musk in early 2022.
On January 5, local time, Tesla’s stock price closed down 2.9% at $110.34.
In 2022, Tesla's stock price has fallen by about 70%, setting the worst annual performance since its listing.
Data map: Tesla Model 3.
Photo by China News Agency reporter Yi Haifei
What is the "card" for Tesla to cut prices against the trend?
Entering 2023, affected by the termination of new energy vehicle purchase subsidies, more than a dozen car companies including BYD, Volkswagen, and Chery have successively announced price increases for their new energy vehicles.
Against this background, why does Tesla want to "operate in reverse", and where does it come from?
The financial report shows that Tesla's revenue in the third quarter of 2022 will be nearly 21.5 billion US dollars, a year-on-year increase of 56%.
According to US GAAP, Tesla's third-quarter operating profit was $3.7 billion, with an operating margin of 17.2%.
Among them, Tesla's bicycle profit is about 9,570 US dollars (69,300 yuan).
In terms of single-vehicle profit data, most new energy car companies have difficulty competing with Tesla.
According to financial report data, in the first half of 2022, the profit of bicycles of "new car-making forces" including Weilai, Xiaopeng, and Ideal will still be negative.
Soochow Securities predicts that, like Tesla, BYD, which is also a new energy car manufacturer, will have a net profit of about 10,000 yuan per car in the third quarter of 2022. Although it has hit a record high, there is still a significant gap compared with Tesla.
The above-mentioned advantages have become one of Tesla's "cards" for price cuts, and an important "killer card" for Tesla's market competition.
Market analysts believe that Tesla's "historically low price" will further intensify competition in the new energy vehicle market in 2023, allowing consumers to enjoy benefits, but for some car companies with meager or negative profits, it will undoubtedly It's a "blockbuster".
Tesla's price cut, will you buy it?