BYD outperformed Tesla by 300,000 units in the first half of the year, and Musk urgently adjusted its strategy
So far, the new energy vehicle industry has the strength to shake the fuel vehicle market, in the first half of this year, the global sales of new energy vehicles reached 58320,000 units, a year-on-year increase of 402%, with a penetration rate of 15%, according to agency estimates, it is expected to exceed 20 million units by 2025.
In the global new energy vehicle market, the biggest winner is BYD, because in the first half of this year, BYD's new energy vehicle sales totaled 11910,000 units, while Tesla, which is in second place, sold 88880,000 units, a difference of more than 300,000 units between the two sides.
This gap is not a little big, you know, as early as 2020, Tesla's global sales have reached 49950,000 units, while BYD's annual sales are only 1790,000 units, more than 300,000 units less than Tesla.
But in 2023, Tesla will lag behind BYD by more than 300,000 units in the first half of the year alone, and I believe that there will be a gap of about 600,000 units in the whole year.
So today, who is the boss of the new energy vehicle industry, I believe everyone has a conclusion in their hearts. However, for such a result, Musk, as the industry leader, is naturally unwilling to buy it, so after realizing the gap, Musk has made urgent adjustments in the near future.
Specifically, Musk suddenly and urgently announced in recent days that he would cut the price of his best-selling Tesla modely, which was directly reduced by 1 in the Chinese market40,000 yuan.
You know, Modely has no worries about sales in the world, some data show that in the first half of this year, Modely sold a total of 580,000 units, accounting for 65% of Tesla's total sales, but it is such a good car, Musk actually lowered the price, which is really incredible.
After this price increase, the moderate long-range version in the domestic market has dropped to 29990,000 yuan, modely high-performance version reduced to 34990,000 yuan, while three years ago, the two versions were priced at 4880,000 yuan and 5350,000 yuan.
In the past three years, Musk has made a series of price cuts on modely, and now the ** has been reduced by nearly 200,000 yuan, it stands to reason that the price reduction should become extremely popular, but the result is not satisfactory, Tesla still gave up the first position in the world.
Now this scene, the author believes that there are three main reasons worth paying attention to.
Although there are many accidents around the world, Tesla, as a brand with high popularity on the Internet, will lead to adverse consequences once it triggers the network.
In the past, there were"Tesla has no PR"rumors. True or not, it is undeniable that Tesla's PR is very bad, which changes the direction of **.
Fortunately, Musk is deeply aware of the seriousness of **, so he spent a huge amount of money to buy Twitter, perhaps in order to better control ** in the future, and Tesla has also significantly increased its public relations investment in the Chinese market.
In addition to the well-known BYD, new forces such as Weilai, Xiaopeng, Ideal and Huawei have developed rapidly, as well as the accelerated transformation of traditional car companies, which has also weakened Tesla's expansion to a certain extent.
For example, GAC EA starts with 21Sales of 20,000 units ranked fourth, and Li Auto ranked fourth with 13980,000 units ranked eighth, and Changan Automobile's new energy vehicles also reached 13480,000 units.
The latter is the success of the national manufacturer in the high-end car market. In the past few years, the reason why Tesla has been able to climb all the way in the new energy vehicle market may be because Tesla has created the image of a high-end electric vehicle brand at that time, and the high price of ** has attracted consumers to buy.
But now looking at Tesla, we have completely misunderstood, Tesla's ** has long been lowered from Mercedes-Benz and BMW to the standard of domestic cars, and has become a civilian scooter.
On the other hand, BYD and other car companies have not only continued to consolidate their position in the civilian car market, but also successively launched high-end brands such as Yangwang, Leopard Equation, and Denza to serve different consumer markets, while the sales of Denza D9 series models have been stable at more than 10,000 units per month.
You know, the starting price of the Denza D9 has reached 33580,000 yuan, although it is a medium and large MPV, but such a high price and monthly sales of more than 10,000 domestic cars, in the past, has never been in the past, but now it has been broken by BYD.
The success of the high-end series of domestic new energy vehicles is undoubtedly the success of Tesla's counter-killing, forcing Tesla to cut prices just to survive.
With the current market level, do you think Tesla can surpass BYD and return to the top of the industry?