On July 8, two things about Tesla quickly attracted the attention of the industry. One is that it has launched the Model Y standard battery life version for only 276,000 yuan, which is 71,900 yuan lower than the current version, which is surprisingly large. The other is that the latest data shows that Tesla’s sales in June “increased instead of falling” under the continuous negative public opinion in the past two months, which was quite “magical”.
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Among them, the low-priced listing of Model Y standard battery life immediately attracted a fierce market response. After the release of the model, a screenshot of a suspected Tesla salesperson’s Moments of Friends circulated on the Internet. The screenshot showed that Tesla’s official website was paralyzed several times due to too many orders for the Model Y standard battery life version. Can appease customers “don’t worry”, and urgently carry out ordering guidance under new circumstances. “Hesitate to wait for an hour and more for a month!” The suspected Tesla salesperson said in a circle of friends.
Model Y orders are overburdened and the official website is paralyzed? Is this true? A reporter from Economic Observer Network interviewed a certain Tesla insider.
“I didn’t update the official website much yesterday, but I saw some users posting and taking screenshots on the forum, saying that there were some problems with the official website.” A Tesla insider provided an official website abnormal operation to a reporter from Economic Observer. Screenshot. The screenshot shows that on the page labeled Tesla, “Error has occurred” and a string of garbled characters are displayed.
But whether the paralysis of the official website is caused by the large increase in orders for the Model Y standard battery life version, and how much order data is there for the Model Y standard battery life version? The insider said that he is not aware of it yet, but mentioned that when the domestic version of Model Y was launched at a lower price in January this year, Tesla’s official website also appeared similarly paralyzed.
“Last year, when the Model 3 price was cut (of the official website), it was not paralyzed.” The person revealed that Tesla has intended to expand the official website traffic entrance, but “the action is a bit slow.”
Whether the Model Y standard battery life version really has a surge in orders is still unclear, but the price of only 276,000 yuan has already made many netizens call “really fragrant.” Compared with the long battery life version of 347,900 yuan on sale, the standard battery life version uses a lithium iron phosphate battery and has a range of 525 kilometers, which is only 69 kilometers less than the long battery life version. The acceleration per 100 kilometers is 5.6 seconds, which is slower than the long battery life version. It took 0.6 seconds, but the price was reduced by more than 70,000 yuan. It is reported that the Model Y standard battery life version will be delivered in August this year.
Due to frequent price cuts, Tesla is known as the “price butcher” in the industry. The Model Y standard battery life version may have a greater impact on the current new energy vehicle market, especially the pure electric vehicle market with a price of around 300,000 yuan. Products include Volkswagen ID.6 X, Volkswagen ID.4 X, BAIC Jihu Alpha T, Xiaopeng Motors P7, Lantu FREE, Ideal ONE, BYD Han, Jikr 001, etc.
In addition, it is worth noting that, despite the continued negative public opinion, Tesla’s sales in China in June rose instead of falling. According to data from the Federation of Travel Services, Tesla’s wholesale sales in June were 33,000, of which Model 3 sold 21,000 and Model Y sold 12,000. Retail sales were 28,000 vehicles, an increase of approximately 27% month-on-month and an increase of approximately 81% year-on-year.
Tesla’s sales performance in June was somewhat beyond industry expectations. Generally speaking, the current month’s sales are the presentation of last month’s orders. At the end of April and May of this year, Tesla fell into the “brake door”, and car owners’ rights protection incidents continued to ferment, which is considered to have brought more to Tesla. Negative impact. In June, Tesla was involved in the “recording gate” again.
Regarding the strong sales performance against the trend, Tesla insiders did not comment, but said that “With the delivery of the Tesla Model Y standard battery life version, (Tesla) sales can go up.”
It is worth noting that the problem is that with the launch of the Model Y standard battery life version and the price drop, its sales “diversion” of Model 3 may be more obvious. Data shows that the Model Y standard battery life version launched this time is only 25,100 yuan higher than the Model 3 standard battery life version, but it has certain advantages in terms of range, battery capacity, and model space.
In fact, since Model Y was made in China this year, with the increase in sales of Model Y, Model 3 has declined to a certain extent. The sales peak of Model 3 this year appeared in March, reaching 25,000 units, but by May it was only 9,000 units, while Model Y has gradually stabilized at over 10,000 units per month.
How does Tesla view and deal with this “internal friction”? “(Tesla internal) should only look at the total amount. Each quarterly analysis meeting only analyzes the total sales volume in each district. They do not analyze the data of each model in detail. They will adjust the focus of the corresponding models according to the current hot spots.” A Tesla insider revealed to a reporter from the Economic Observer Network. However, the person also pointed out that Tesla should take some measures for Model 3 in order to improve its market performance.
In the first half of this year, Tesla’s cumulative sales in China were 162,000, accounting for 42% of global sales. The position of the Chinese market is becoming more and more important. And Tesla’s repeated price cuts are also considered to be a hope to continue to consolidate its share in China. Prior to this, Tesla, considered a “catfish,” caused a certain range of “price wars” due to price cuts. In January this year, BMW officially announced that the price of iX3 was significantly reduced by 70,000 yuan. Although Weilai’s products did not cut prices, they launched more Preferential replacement service, etc. It remains to be seen whether Tesla will again trigger the chain effect of the auto market after only 270,000 yuan of models are sold.
Reporter / Zhou Ju
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