In 2023, Tesla's global deliveries will reach 1.81 million units, with revenue and net profit both increasing by 19% year-on-year, and it will continue to be the global champion in pure electric vehicle delivery.
But at the same time, Tesla's revenue growth has slowed down significantly, and the gross profit margin has fallen back to less than 20%, and Tesla's stock price has suddenly **, and its market value has evaporated by nearly 12%.
In terms of products, the Model 3 and Model Y, which are responsible for volume production, have both been on the market for four years, with the Model 3 mid-life facelift just on the market, and the Model Y mid-life version on the eve of launch.
Tesla's only new model is the Cybertruck, which has been delivered overseas, but it cannot be sold in China and legally on the road due to policy restrictions.
Even so, Tesla recently made a strange move to ship eight brand-new Cybertrucks to China and exhibit them in major cities across the country.
Under this current situation and operation, many people will have all kinds of questions about Tesla, such as why Tesla, which has such a high delivery volume, but the profit margin is getting lower and lower?
Why is the Cybertruck, which cannot be sold in China, specially transported to China for a large-scale exhibition? In the face of the aggressive competition of domestic new energy vehicle companies, is Tesla a little anxious?
Tesla's character is in danger.Since the establishment of the brand, Tesla is a company focusing on science and technology, and the scientific and technological personality is the foundation of its life.
The once lead is about to expire
For example, power batteries, before Tesla, we did not have an absolute standard for what battery to use for new energy vehicles, and it was Tesla that first brought the 18650 battery in the field of consumer electronics into the automotive industry.
On this basis, Tesla not only developed its own battery electronic control software to ensure battery performance and stability, but also began to develop its own new batteries, and now the main 4680 battery has also become a new choice recognized by other car companies.
For example, in the electric drive system, Tesla took the lead in the research and development of high-performance motors, not only the first to mass-produce motors with oil-cooling technology and flat wire winding technology, but also the first to use energy-efficient SiC components.
For example, intelligent driving, such as data-driven, transformer, occupancy network and other technologies that domestic car companies talk about today, are all first proposed and put into use by Tesla.
In addition, in terms of the degree of software and hardware compatibility of intelligent driving, the coverage that can be used, etc., it is also Tesla's fastest progress, which has been recognized in the industry for a long time in the past and is difficult to surpass.
It is precisely because of the blessing of these technical forces that Tesla has attracted many consumers, and it is the first time that Tesla has made everyone feel the strong performance of the tram, and the highly integrated central control screen has also become the mainstream of today's car design.
But now, although Tesla's deliveries have been rising, this is based on the brand recognition and preferential margins that have been formed, and the so-called technical strength has gradually drifted away.
First of all, domestic new energy vehicle companies have been engaged in technological upgrades in recent years, such as 800V high-voltage, 4C overcharging, intelligent driving and other technologies are not only widely popularized, but also lower and lower, and began to compete directly with Model 3 and Model Y.
In contrast, Tesla's current models on sale in China not only begin to lag behind in terms of performance and function, but also have too long a replacement cycle for their new cars, resulting in product experience that cannot keep up with domestic trams at the same price.
In other words, the Model series models currently on sale in China can no longer support Tesla's technological personality, and in the long run, it is easy to exhaust consumers' freshness about it.
Someone has to come out and take the lead
At this time, the Cybertruck, which integrates many new technologies, has become the hope of Tesla's entire village.
I wrote a content article before that there are many black technologies on the Cybertruck, such as stainless steel body, 48V low-voltage architecture, steer-by-wire, 4680 battery, etc., which can be said to be the world's most technologically attributed new car.
However, because the Cybertruck's overly strong and sharp stainless steel body structure greatly weakens its ability to protect pedestrians, it is difficult for it to meet China's crash safety tests in the short term.
However, for Tesla, cybertruck is still very important, as long as everyone knows that Tesla still has the ballast stone of cybertruck, the belief in Tesla can continue, and the technological personality will not collapse.
Summary.Although Tesla was once the world's first new car-making force, now it seems that Tesla is becoming more and more like a traditional car company, which is not a good trend.
For example, the long model replacement cycle, traditional luxury car companies such as BBA usually change the model every eight years, while the Model 3 is only launched after five years of launch.
For example, the flagship model S, the official website does not introduce much to its intelligent cockpit and intelligent driving, but performance has become the protagonist, which is very similar to the routine of luxury brands in the past to determine the level of power.
In addition, Musk's profit forecast for Tesla in 2024 is also very conservative, because the next main new model will not be unveiled until 2025, and it is also an entry-level model that focuses on cost performance, and the technical embodiment is more limited.
In other words, the Cybertruck will have to bear all the pressure to carry everyone's technological expectations for Tesla for a long time to come.
However, although the Cybertruck cannot meet the relevant domestic regulatory requirements now, it does not completely mean that it will never be satisfied.