21st Century Economic Report Reporter Zheng Zhiwen Intern Xiao Yuxuan reports from Shanghai
On November 9th, following an increase of 14000 yuan in the price of the Model Y high-performance version on October 27th, Tesla China once again raised the prices of the Tesla Model 3 and Model Y long range versions. At the same time, the official claims that there may be further increases in the price of the extended version in the future.
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Specifically, the increase this time is not significant, with the Model 3 long range version increasing by 1500 yuan and the Model Y long range version increasing by 2500 yuan. It is worth noting that, unlike previous public opinion methods such as debunking rumors or keeping quiet before Tesla's price cuts, this price increase has been confirmed by the authorities in advance and is accompanied by official propaganda: "In the case of extended delivery cycles and the possibility of price increases at any time, for consumers who are interested in Tesla, only by placing an order as early as possible can they enjoy the benefits and choose their car before the Spring Festival holiday
Although the official did not provide a direct response to the reason for the price increase. However, it is clear that this reverse operation is still aimed at promoting, creating anxiety generalization by increasing the sales of low value models, and once again stimulating the sales of high-volume models in the fourth quarter, in order to achieve the annual target of 1.8 million units.
However, some industry insiders have pointed out that Tesla's price increase this time will not increase profits or boost sales, it is only a public relations communication effect. Spread the price increase externally to encourage consumers to purchase as soon as possible. This price increase does not involve lower priced and higher selling models. These models were once lowered on August 14th, and at that time, they were also the lowest equipped models without a price reduction, so they did not have a significant impact on Tesla's sales in the third quarter. "The industry insider emphasized that since the beginning of this year, Tesla's impact on sales through price reductions, price increases, and other means has become increasingly low.
On November 8th, according to sales data released by the China Association of Automobile Manufacturers, the delivery volume of Tesla's Shanghai Super Factory in October was 72115 vehicles. However, due to the impact of the new Model 3 only starting delivery on October 26th, it decreased by 2% month on month. As a result, the cumulative delivery volume of Tesla's Shanghai Super Factory in 2023 has reached approximately 771000 vehicles, surpassing the full year of 2022.
According to reports, Tesla's weekly sales from October 30th to November 5th surged to over 14000, a year-on-year increase of 39%. With the delivery of the updated Model 3 next week, Tesla's weekly sales will further increase. Regarding this, some experts have stated that the delivery of the new Model 3 is gradually increasing, which has supported sales last week. "However, the price reduction or launch of low-priced versions by domestic new forces has a differentiation effect on the sales of both domestic models of Tesla. Tesla's domestic market capacity is estimated to have almost reached its peak, and the next traffic explosion node will still need to wait for them to significantly reduce prices or launch lower priced segmented market models
Since the beginning of this year, Tesla has significantly reduced prices in multiple countries and regions such as the United States, Europe, China, Japan, and South Korea, involving multiple models such as Model 3 and Model Y, becoming the main reason for Tesla's high delivery growth in the first two quarters of this year. With the weakening of the price reduction effect, increasing competition in the new energy vehicle market, and multiple factors of Tesla's factory production line adjustment, Tesla's sales, revenue, and profits have declined month on month in the third quarter. Tesla CEO Musk has stated on multiple occasions that he can sacrifice profits in the short term to boost sales. "For current Tesla, market share is more important than profit." At the same time, Musk has also repeatedly signaled the possibility of further price reductions. Therefore, some industry insiders have analyzed that this wave of price increases is still preparing for price reductions.
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