Tesla Taolin: price of model y on sale increased by 8000 yuan

Wechat scan QR code to share with friends and circle of friends_ blank" href=" https://news.163.com/news/search?keyword=%E7%89%B9%E6%96%AF%E6%8B%89 "> Tesla < / a > vice president of external affairs < a target ="_ blank" href=" https://news.163.com/news/search?keyword=%E9%99%B6%E7%90%B3 < A / target = "> on the 24th_ blank" href=" https://news.163.com/news/search?keyword=Model%20Y "> model y < / a > the price is increased by RMB 8000 with immediate effect. The ordered customers will not be affected by the price adjustment. related reading: model y is popular, and the traditional high-end pure electric SUV is very hurt recently, Volvo China announced that the official of Volvo xc40 pure electric version dropped nearly 60000 yuan, entering the range of 300000 yuan. In pure electric vehicles, Volvo is not the only high-end brand to reduce the price. Before that, BMW ix3 was also officially reduced by 70000 yuan. At the same time, there are also substantial cash discounts at the end of the market. After the launch of Tesla Model y, it seems that the price reduction of electric vehicles has become a tacit understanding between traditional high-end brands, while in contrast, it is the price strength of new car building forces. Under the strong "rhythm" of Tesla, the high premium policy of traditional high-end brands may not be sustainable.

♦ At the beginning of this year, Tesla announced that compared with imported models, the full drive and high-performance models of model y local models were reduced by 148100 yuan and 165100 yuan, respectively, which can be described as a substantial shot into the SUV market. Followed by a substantial increase in sales. Relevant data show that in February, the sales volume of model y reached 4630 vehicles, nearly three times higher than that of last month. the strong rise of model y is enviable. After all, affected by the Spring Festival holiday in February and other factors, the overall domestic car sales showed a downward trend compared with January. The overall retail sales of new energy vehicles decreased by 37.9% on a month on month basis, while the overall retail sales of high-end brands decreased by 45% on a month on month basis. the offensive of Tesla Model y has greatly promoted its market share. And to other friend business, this kind of price reduction rate is extremely lethal. Take Volvo xc40 pure electric version as an example, according to the statistical data, its sales volume in 2020 is 87, and that in January 2021 is 51. Sales performance is far from the initial market expectations, which also forced Volvo to decline to increase sales. just one day before the official fall of xc40 pure electric version, Volvo car released its global sustainable development strategic plan. In the future, it will focus on electrification transformation and business model innovation, and strive to become a high-end pure electric car enterprise by 2030. This, together with the official news, highlights the embarrassing situation of pure electric vehicles of traditional high-end brands.

also has a price cut of brilliance BMW. After adjusting prices, the price of BMW iX3 decreased by 70 thousand yuan compared with the price at the end of last year, reaching 14%. For traditional high-end brands, the official price reduction is rare, not to mention the price reduction as high as 70000 yuan at a time. Like Volvo xc40 electric version, the main reason for BMW ix3 price reduction is poor sales. Why do high-end brand pure electric models seem to have no fighting power in the face of the impact of Tesla's price reduction? some analysts believe that this is mainly due to the problems of the product itself. For the pure electric version of Volvo xc40, there is no separate electric platform, and the operation of "replacing oil with electricity" on the original model has not been recognized by the market. In terms of appearance, there is no drastic change in the sense of science and technology on fuel vehicles, and the data with a price range of 300000 yuan and a driving range of 420km do not have the competitiveness with Tesla, Weilai and other competitive products. compared with traditional high-end brands, Tesla has established absolute influence in brand power, automatic driving technology, interior and exterior decoration design and other fields. If you want to change the status quo, there is no alternative but to reduce the price at this stage. "At the moment when pure electric vehicles are becoming more and more abundant, people's expectation of electric vehicles has been positioned at the level of Tesla and the new force of car manufacturing. However, some traditional high-end brands launch pure electric models with weak hard power, which can not meet the market demand. After the elimination of the technical barriers of engine and transmission, the transformation of traditional high-end brands has not kept up, and they still stick to the original advantages of fuel vehicles. " The relevant person in charge of a vehicle factory told reporters.

♦ The new force is unmoved after model y is launched into the market, it is difficult for traditional high-end brand pure electric products to maintain the original price, but the price of new force of car building is very strong. Li Bin, the founder of Weilai automobile, said that Weilai will not reduce its price for every cent of the price. He Xiaopeng, the founder of Xiaopeng automobile, said in the circle of friends that the price reduction has proved to be only a way of marketing, and it must be a "double-edged sword". Xiaopeng automobile is confident. Judging from the current situation, the new power head enterprises are doing well. Data shows that the sales of Weilai, ideal, Xiaopeng and other brands in February showed a year-on-year upward trend. In this regard, Chen Quan, executive president of Chengdu Sanhe Enterprise Group Co., Ltd., told reporters that BBA (Mercedes Benz, BMW, Audi) and other traditional high-end brands of electric vehicles were forced to reduce prices with Tesla, indicating that the products and marketing competitiveness of these brands in the field of electric vehicles is not strong. On the contrary, the price of new car making forces represented by Weilai still remains strong, that is, they insist on product and marketing for a long time The result of marketing innovation. "Of course, the market competition is dynamic, and the product and marketing competitiveness of BBA and other traditional high-end brands in the field of electric vehicles will certainly gradually improve." He said. the Internet, big data, artificial intelligence and other emerging technologies deeply empower the traditional manufacturing industry, and promote the transformation of automobile from simple means of transportation to mobile intelligent terminal, energy storage unit and digital space. Its development trend is comparable to that of mobile Internet in that year. Among them, the new forces of car manufacturing are developing rapidly, especially in the technical reserve and layout of the Internet of vehicles and automatic driving, which has shown signs of surpassing the traditional automobile enterprises. "after Tesla Model y was introduced to the market, it did not occupy more market share of new car building forces. New car building forces have built their own differentiated competition strategy into an embryonic form." The relevant person in charge of the above vehicle factory told reporters, "in the face of the price competition set off by Tesla, the new forces of car manufacturing have said that they have no price reduction plan. This is also a strategy of the new force of head building cars, that is, to stabilize existing and potential customers and maintain the brand tone through price protection. " Zheng Fu, Roland Berger's global senior partner and head of automotive industry center, also gave a similar view. In his view, Tesla, Weilai, ideal, Xiaopeng, etcThe new force of car building has indeed built some advantages in some market segments, such as intelligent technology, model modeling and cost performance.

♦ High premium strategy challenged the price adjustment of traditional high-end brands also reflects the embarrassing situation faced by these brands in the era of electric vehicles, and the long-term high premium strategy of high-end brands has been challenged. Moreover, the market pattern formed by the long-term tacit understanding of BBA and other high-end brands will also change imperceptibly. In the era of fuel vehicles, most of the reasons why BBA can achieve a high brand premium come from the unique technical barriers. "In the field of traditional fuel vehicles, high-end brands have strong competitiveness, so the premium will naturally be high. The future premium strategy will definitely depend on the competitive situation. " Chen Quan said. "high premium is always based on excellent product power, at least in the high-end models of traditional high-end brands, such as Mercedes Benz S-class, BMW 7 series, etc., so as to drive the low-end model series to have a good premium, but at present, the traditional high-end brands do not have any pure electric products that can compete with Tesla, so it can not be maintained High premium. " The relevant person in charge of the above vehicle factory said that the core suppliers of pure electric vehicles are relatively mature, and the product price is relatively transparent, which also makes the gap between high-end brands and brands such as self-made car forces continue to narrow. In the future, the retail price of high-end brands will continue to decline, and will be close to the average price of the whole market. High end brands need to innovate in intelligence, and then deeply cultivate in user service. In particular, the pure electric model launched must put aside the simple "oil to electricity" thinking and make products with market impact. both Tesla and new car building forces have their own unique advantages. Take Tesla as an example, behind the comprehensive competitiveness of products is the breakthrough of Tesla's business logic. Since the introduction of software to define the concept of automobile, Tesla has continuously transferred the value of automobile from hardware to software. Tesla's current software profit has reached $1 billion level, and is still growing. The person in charge of the above-mentioned automobile factory specially stressed that software will become a long-term growth point of the automobile industry, which is the result of industry competition, mixing and cross-border after the advent of new technology. The change of business model is to meet the natural demand of the market to expand business. For traditional high-end brands, the improvement of software technology strength and user service is the focus of future development. CCTV interview with musk: China will become Tesla's largest market. what is the "14th five year plan" in the eyes of this technology wizard who is committed to "disruptive innovation"? What opportunities will the new plan bring? impressed by China's commitment to low-carbon economy and sustainable development? Tesla CEO musk: if you ask me what impresses me most about China's 14th five year plan, it's the huge commitment to low-carbon economy and ultimately sustainable energy economy. In this five-year plan, China is committed to achieving "peak carbon" by 2030 and a sustainable energy economy by 2060. It's a very aggressive goal, and I think it's also a great goal. I hope more countries can actually set these goals. China will become the largest market for new energy vehicles Q: what is the impact of China's high-quality development and the implementation of the strategy of expanding domestic demand on you? Tesla CEO musk: in the next ten years, China's economic development will be better. It is also committed to a future characterized by sustainable energy. We produce cars. In the long run, China will become our biggest market, and also the place where we produce the most cars and have the most customers. the new five year plan will help China achieve more prosperity & nbsp; Q: & nbsp; how do you view the opportunities brought about by the 14th five year plan? Tesla CEO musk: I would like to make an optimistic view. I am very confident that China's future will be bright. China is moving towards becoming the world's largest economy and will become more prosperous in the future. This five-year plan will become an important part of this prosperity. (CCTV reporter & nbsp; Related reading: musk: will not provide Tesla China customer data to the US government Musk) participated in the China Development Forum through the Internet. At the meeting, musk said Tesla would not provide the U.S. government with data collected by its vehicles in China or other countries. He said that Tesla's companies in the US or China would not collect sensitive or private data and then share it with the US government, ensuring that the data of Chinese customers would be fully protected. < start! > < fragment! ---

2023-03-22 10:04:30

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