In the November 2023 new energy vehicle brand sales estimate ranking released by the Passenger Car Association, Tesla's sales data was determined, with a sales volume of 820,000 units.
Its October sales were 72,115 units, an increase of about 13 percent month-on-monthAround 7%.
It can be seen that Tesla's price increase strategy has worked, so what is needed in the next stage is whether the price will continue to rise.
Recap: On October 27, the price of the Model Y high-performance version was raised by 140,000 yuan.
On November 9, the price of the Model Y all-wheel drive long-range version was raised by 2,500 yuan, and the price of the Model 3 long-range refreshed version was raised by 1,500 yuan.
On November 14, the price of the Model 3 rear-wheel drive refreshed version was raised by 1,500 yuan, and the price of the Model Y rear-wheel drive version was raised by 2,500 yuan.
On November 21, the price of the Model Y rear-wheel drive version was raised by 2,000 yuan.
Tesla has raised three times in November, and has recently raised it four times, which makes many car enthusiasts feel confused, because car companies other than Tesla are fighting a ** war;To put it bluntly, the entire industry is in fierce competition, and now it can only rely on the price-for-volume model to compete for market share, and Tesla's price increase at this time will indeed be very abnormal. However, this is the cleverness of Tesla, in short, Tesla is to capture the consumption psychology of ordinary consumers "buy up, not buy down".
When a brand's products begin to reduce prices, if it does not meet the psychological expectations of consumers, then its potential users will have enough patience;Because once it starts, it will not end easily, and the major car brands are vivid examples, so these prospective users will choose to wait patiently, except for users who just need it. Tesla's first decline in sales has declined, and the objective evaluation of its products does not have an advantage compared with domestic cars of the same level, and the brand premium space is relatively large;As a result, as long as such an operation starts, it may not be able to stop the car, and its prospective users may have a more serious wait-and-see mood than other brands' prospective users.
So it is important for Tesla to reverse the impression of its users and prospective users on the brand image in a timely manner and re-evaluate the brand;Otherwise, the only thing waiting for Tesla is the continuous sinking of brand positioning, and the only option left for Tesla at this time is to increase the price of the product.
The strategy of raising prices has brought Tesla an increase in sales, will it continue to rise in December?
The author believes that Tesla may also have a ** increase in December, because on November 28, Tesla made a reduction after raising the price of four consecutive rounds of products;The plan is to provide 8,000 yuan insurance subsidies and low-interest car purchase discounts, and the insurance cost of 8,000 yuan is equal to the direct discount, which basically reaches the sum of several increases in the Model 3. In other words, Tesla Motors will have the most flexible adjustment space, and then downward adjustment after the adjustment, in this way not only can continuously stimulate its prospective users, but also in a range that will not make its prospective users "run orders", or in a range that its prospective users can acceptTherefore, there is indeed a possibility of an increase in December, but the magnitude should not be very large, and it is possible to pull it back in reverse before the end of the Lunar New Year.
Summary: Tesla's marketing strategy is indeed very novel, and the strength of MKT is indeed very strong, as for the product, it will not be evaluated;However, Tesla's sales data in December is actually more worthy of attention, because this data determines whether Tesla can complete the VAM agreement signed with Shanghai, and if it cannot complete the corporate tax payment according to the agreed standard, Tesla will have to make a lot of additional investment in Shanghai in 2024.
Among them, the most important thing is that the localization rate of automobiles should reach 100%, and the localization rate of parts in Tesla's Shanghai Gigafactory is more than 95%.As an American automaker, if its parts localization rate reaches 100%, it is worth paying more attention to how Tesla will take next.
Editor: Tianhe Auto-Automotive Science Island, released by Tianhe MCN, welcome to retweet and comment.
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