Domestic refrigerators, color TVs, and large sofas are challenging Tesla, not bragging!
I don't know if you still remember, Tesla, which has always been very awesome some some time ago, also made a phase of content, to diss domestic new energy vehicles, saying that you can't look at PPT to choose safety when buying electric vehicles, and you can't choose the surface decoration of refrigerators and color TV sofas.
To choose a truly secure Tesla, choose smart devices such as motors, electronic controls, and batteries.
I don't know if these contents have achieved the effect that Tesla needs, but it is enough to prove the domestic ones"Refrigerator, color TV, large sofa"Tesla is being squeezed dry, and Tesla is already in a hurry.
In fact, the same is true in terms of sales – Tesla sold only 1.81 million units globally last year, and what about BYD? More than 3.02 million units were sold worldwide, 1.2 million more than Tesla.
In the Chinese market, Tesla's share is only 7About 8%, while BYD's share is as high as 35%, and there are other domestic cars, such as the world, ideal, Leap, Zeekr, Xiaopeng, Weilai and other domestic new energy vehicles have increased comprehensively, and a large number of Tesla cars, especially refrigerators, color TVs, and large sofas, are known as ideals, with sales of 3760,000 units, which is an excellent performance.
In fact, everyone knows very well that the so-called refrigerators, color TVs, and large sofas are not refrigerators, color TVs and large sofas in the real sense, but new energy family cars that are very well equipped in terms of comfort.
Nowadays, many domestic cars have adopted these comfort configurations: the sofa in the car is comfortable enough, the refrigerator is standard, the screen is more special, luxurious and comfortable, visible to the naked eye.
What about Tesla? In terms of these comfort configurations, it is actually much worse than the new energy vehicles of domestic brands, and Tesla's flagship model has been remodeled several times and is still as simple as a mud house.
In the past, people could also say that Tesla's technology was very strong, batteries, motors, electronic controls, chassis, automatic driving, intelligent cockpits, etc., but what about some time ago? Even Xiaomi, an upstart in the automotive circle, has learned Tesla's integrated casting technology, has autonomous driving technology, and has the Surge OS car system.
New energy vehicles in other countries are not inferior in terms of scientific and technological configuration, such as the series of cars supported by Huawei, in terms of technology content, it is also greater than Tesla, and in terms of comfort configuration, it is a second kill Tesla, how do you let everyone choose?
2023 is the first shot of the Tesla** war, and 2024 is the first shot of the Tesla** war.
But instead of boosting profits, the price cuts have led to a sharp drop in Tesla's gross margin, which has fallen to about 17 by the fourth quarter of 20235%, and even BYD and Ideal now have higher gross margins than Tesla.
In the past, Tesla's success relied on leadership in the field of new energy"Pioneering", get an electric car"Right to Definition"with"Pricing power", as well as support for Tesla's brand image. Tesla's brand image is supported.
But now, with the emergence of domestic new energy vehicles, especially the crazy invagination of the whole people, the development of daily life, Tesla's rights are slowly being snatched away by domestic car companies"Refrigerator, color TV, large sofa", began to prevail.