Reduced prices for cars
I'm an ordinary person who complains and waits excitedly for the release of Xiaomi cars, but Tesla's latest moves have caught my attention. It is said that Tesla has launched a new round of ** policies in the Chinese market, including a time-limited insurance subsidy of 8,000 yuan and a maximum discount of nearly 350,000 yuan. However, this wave of price reduction does not seem to have attracted everyone's attention, but has become a follower.
In the first three months of this year, Tesla has carried out three direct price reductions or preferential subsidy activities, and the frequency of price adjustments is close to that of last year. Last year, Tesla sparked one of the most widespread battles in history, but now things seem to be a little different.
There are general price reductions in the market, and consumers seem to have become more indifferent to Tesla. According to market analysts, Tesla's latest round of discounts has not brought significant growth in store entry and transaction volume. Tesla is losing the leading role and attention of the Chinese passenger car market, and the possibility is gradually increasing.
Tesla's aging products are also becoming more and more serious, and its technological leadership is being surpassed. Chinese auto brands in the same ** range have launched more competitive new products, and the number of products benchmarking Tesla's main models has increased to dozens. The 800V architecture platform, 8295 cockpit chip and urban high-end intelligent driving have become the standard configuration of consumers' requirements for market segments of more than 250,000 yuan.
Tesla's product spectrum is also very simple, with only five passenger cars, which makes it more difficult for Tesla to cope with the headaches of the model cycle. Tesla CEO Elon Musk admitted that Tesla is currently in the middle of two major growth waves, and the next generation of new products is optimistically estimated to be launched in the second half of next year.
In the oversupply of new energy vehicle market, car companies can only occupy more market share by catching up with technological changes and seizing consumer trends. Tesla, which lacks new products, cannot be the focus of attention as it has in the past, and now users are more concerned about the release and price of the first model of Xiaomi Auto. This is still a product that is competing for market share with the Tesla Model 3.
Tesla's performance in the Chinese market is increasingly similar to that of traditional car companies, while most of the "Big Seven" in the US technology stocks are still growing. This year's high-frequency price adjustment also means that Tesla is facing greater growth pressure. Considering the slowdown in the growth rate of the pure electric vehicle market and the further intensification of market competition, it is not difficult to guess that Tesla will continue to exchange price for volume for a long time.
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