Every action of Tesla about price will cause the car market to vibrate. Coupled with the latest round of adjustments, Tesla has increased its price three times in China this year, each time exceeding 10,000 yuan. Tesla officially explained that the price increase was affected by the depreciation of the renminbi. However, maintaining profit margins may be the reason why Tesla continues to raise prices. Beijing Business Daily reporter yesterday found that several rounds of price increases did not affect Tesla's sales.
In the industry's view, compared with the state subsidy and price reduction to maintain sales model, domestic new energy vehicles should start from the quality of the car to create a competitive product. Despite the controversy, many domestic brands are currently building local super-runs, which has also injected vitality into the domestic new energy vehicle industry.
Against the trend three consecutive rises
Petra price cuts with peers. The Beijing Business Daily reporter learned from the official website of Tesla China that the price of the MODEL X model and the price of optional accessories have been raised since 0:00 on November 24. The price of the whole series rose by 22,000 to 358,800 yuan, and the latest price was 888,000 to 1,381,200 yuan. At the same time, the MODEL X P90D will stop selling.
The previous day, Tesla has just raised the domestic price of the MODEL S full range of models and optional accessories. The price of MODEL S increased by 15,400 yuan to 37,100 yuan, with the highest increase of 4.45%. After the price increase, the price of MODEL S is 688,900-1,150,200 yuan.
The Beijing Business Daily reporter noticed that neither the MODEL X nor the MODEL S, the company did not make adjustments in terms of vehicle configuration, power and cruising range.
In October, Tesla has just increased the price of some of its MODEL S and MODEL X. The MODEL S 60 and MODEL S 60D models are up 600 yuan, and the MODEL X 75D is raised by 25,000 yuan due to configuration changes. In addition, the cheapest MODEL X 60D car is no longer available for sale.
On April 1, Tesla Model S has been raised by 50,000-70,000 yuan in China.
Tesla China said that except for the second big price adjustment because of adjusting the allocation factor, the other two price increases are due to the RMB exchange rate.
Guaranteed first
According to the law of the market, in the Chinese market, in the general bulk trade pricing process, 3%-5% exchange rate fluctuations will be considered. However, in order to make Tesla sold in China basically consistent with other markets in the world, when Tesla entered China, the company CEO Musk was sincerely will cancel the 5% exchange rate in the price, which means that the exchange rate changes Factors will significantly affect Tesla prices. This is also seen by the industry as a choice for Tesla to raise prices and protect profits.
Aside from the exchange rate factor, the increase in the cost of supporting charging facilities is also the reason for the price increase. Earlier, Tesla maintained a "high profile" for charging the new national standard policy.
However, at the just-concluded Guangzhou Auto Show, Tesla released a new national standard charging adapter, Tesla's new national standard charging adapter, so that Tesla models can not only use Tesla's own charging network, but also can be used in line with China's new National standard charging facility. The release of the new national standard charging adapter will also increase Tesla's spending on charging facilities.
Limited impact
The continued increase in sales figures is a source of confidence for Tesla's continued price increases. Data show that in the third quarter of 2016, Tesla's global vehicle deliveries more than doubled year-on-year to reach 24,500 units, including 15,800 Model S and 8,700 Model X SUVs.
Tesla said that another 5,500 vehicles have been transited to be delivered to customers, which will be included in the third quarter sales data, and stressed that sales and capacity in the fourth quarter will be flat or higher than the third quarter. This state also contrasts with the sales of domestic new energy vehicles. According to a survey by Beijing Business Daily, an important factor for consumers to choose domestic brands is state subsidies.
At the same time, the release of the new national standard adapter has strengthened Tesla's charging network and enhanced consumer confidence in Tesla.
Tesla's existing owners will complete the order by January 1 next year and will deliver it by April 1 next year, and will use Super Charge for free for the rest of their lives. This will also promote Tesla's sales during this time.
According to the field survey and the comprehensive situation of all parties, the Beijing Commercial Daily reporter has a limited impact on the sales of Tesla.
"Tesla's audience level is high. These consumers buy Tesla is the performance and characteristics of the car, not sensitive to the price. Tesla's price increase in China will not affect sales." Automotive analyst Zhang Zhiyong said .
In addition to the price increase of Tesla in China, which has adopted the “global synchronization†policy, the price of parallel imported cars has continued to rise in the near future due to exchange rate reasons. Beijing Business Daily reporter learned from the parallel import car sales outlets in Shenzhen that the temptation price of the Middle East version of Toyota overbearing 350,000 yuan and the Middle East version of the Toyota Land Cruiser 490,000 yuan has become a past tense.
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