Price reduction coming soon? Behind the pricing of Model 3, Tesla’s secrets are hidden

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On September 1, the refreshed version of Tesla Model 3 was officially launched, injecting new vitality into this 7-year-old model.

But what is unexpected is that the starting price of Model 3 has increased from 231,900 yuan to 259,900 yuan, and the price of the long-range version has reached 295,900 yuan.

This makes people suspicious,Is such a large price increase justified? Especially in China’s new energy market where competition is so fierce, does such pricing affect terminal sales?

Now that it has been exactly one week since the release of the new Model 3, we might as well try to find out the answer to the question.

The price of Model 3 is not determined randomly.

The whole thing starts with the old Model 3 before the refresh. Judging from the data, the Model 3’s refresh on September 1 had a great impact on the sales of the old model.

Tesla’s delivery volume in the first week of September (August 28 to September 3) was approximately 11,800, which not only dropped 19% quarter-on-quarter, but also dropped 27% compared to the same period last year. Specific to models, Model Y is the absolute main force supporting Tesla’s delivery volume, with weekly deliveries exceeding 10,000 units, while the Model 3 before the facelift only had 1,541 units.

If we extend the time to the whole of August, although the monthly delivery volume of 84,100 vehicles has a year-on-year increase of 9.3%, and the delivery volume of Model 3/Y models has also increased by 30.9% compared with last month, the real hero behind it is still the Model. Y, the weekly delivery volume of Model 3 has been hovering at 2,000-3,000 units.

These data point to an indisputable fact – the Model 3 before the refresh was not having an easy time.

It wasn’t until the Model 3 was fully refreshed that consumers’ demand for car purchases was truly released.

Now everyone is familiar with the new The willingness to buy Model 3 is still very strong.

Although there are endless doubts about pricing, a Tesla salesperson told the Dong Auto Conference that after the release of the refreshed version of Model 3, its sales difficulty is much less than in July-August before the release of the new car. Many people even go directly through the official website Place an order.

Unfortunately, since the delivery of the refreshed version of Model 3 has not yet begun, its sales cannot be quantified through data. However, through on-site visits to offline stores, we can still see that the model’s sales are improving.

But it is undeniable that the pricing of new cars is still controversial, for which Musk “cannot absolve himself of the blame.”

Whether it is at the investor day at the beginning of the year or at the shareholder meeting in the middle of the year, the information released by Musk and his team is: reduce production costs and reduce vehicle prices. Coupled with Tesla’s consistent “price reduction style”, consumers are increasingly looking forward to a “190,000 yuan Model” 3″.

But from a sales perspective, the unexpected starting price of the refreshed version of Model 3 actually has its commercial rationality.

The first thing that needs to be pointed out is that,259,900 yuan is the pre-sale price of the refreshed version of Model 3, not the final price. In the Model 3 car pre-sale agreement, Tesla clearly wrote:

Because the vehicle is in the pre-sale stage when you initially place your order, the configurations reserved and the prices displayed are estimates and may eventually change. You agree that the final price and configuration will be subject to confirmation by our company after the vehicle is officially launched.

Why does Tesla set an exorbitant pre-sale price? Is it to lower consumer expectations and make the final pricing more impactful? This may be one of the reasons. In addition,There may be a deeper reason to induce more consumers to switch to the Model Y, which is only 4,000 yuan more expensive..

At present, the recently released Model 3 is still in the stage of ramping up its production capacity and will not be delivered until the fourth quarter. Therefore, in the next period of time, Tesla needs a Model Y that can “stand alone” to support the production of the Model 3. Quarterly sales.

After Tesla finishes digesting Model Y orders and the production capacity of the new Model 3 stabilizes, the fuse of the price war will be immediately ignited.

Model 3 prospective owner Su Mei has been waiting for this moment.

On September 1, after the pre-sale price of the refreshed version of Model 3 was announced, Su Mei gave up the order because the price was too high, but the salesperson said that he could place a new order and wait until the new car is officially released before making a decision, “said Maybe the price will be a surprise?”

Tesla will not only cut prices

In fact, many car companies have already smelled the smell of gunpowder.

The leading brands of new forces responded the fastest. Before the release of the new Model 3, some car companies tried to cut prices to capture the market first.

Last month, Weilai announced a price reduction for some of its inventory vehicles. As one of the Model 3 competitors, the ET5 has a price reduction of 24,000 yuan. Ideal offers discounts in the form of insurance subsidies. Depending on the region, the discount for some models ranges from RMB 10,000 to RMB 15,000.

On September 1, the day the refreshed version of Model 3 was released, Weilai launched another car purchase benefit worth about 10,000 yuan, including a battery exchange experience coupon, a one-year right to use NOP+ enhanced navigation assistance, etc. Xpeng has also launched a limited-time car purchase discount for the P7i, which can save up to 24,000 yuan. Subsequently, Leapao also launched a price subsidy that dropped by 10,000 yuan in an attempt to defend its already small territory.

Back to the Model 3 product itself, although Tesla has introduced a new design and new interactions, and the comfort configuration has also been increased, the lack of high-voltage architecture, intelligent driving, and vehicle intelligence makes the 25.99 The Model 3, which costs 10,000 yuan, is slightly less competitive overall when facing competitors.

Therefore, price advantage will remain the main strategy for Model 3 to boost sales.

But unlike in the past, today’s Tesla is no longer the Tesla that only cuts prices. They now understand that consumers need more than just an affordable Model 3. In fact, Model 3 has quietly transformed from a “performance steel cannon” into a “comfortable home”.

The refreshed version of Model 3 not only adopts more comfortable suspension tuning, but also sacrifices the performance of the tires, replacing the previous PS4 with the quieter Michelin E PRIMACY, which directly causes the vehicle’s top speed to drop significantly from 225km/h to 200km. /h. Of course, in addition to being quiet and comfortable, it also comes in exchange for longer cruising range.

Inside the cockpit, the new Model 3 Inhaled front seat ventilation and multi-color ambient lighting have been added. Tesla also followed the “trend” and added an 8-inch control screen to the rear row, which also has entertainment functions.

You can’t deny that the more comfortable and technological Model 3 is the Model 3 that consumers are more willing to accept. Do you want performance? Let’s wait for the Model 3 Performance to be released in the fourth quarter.

How long is the Model Y’s life?

Perhaps in order to bring goods for the new Model 3, Tesla took the unprecedented step of participating in the recently held Munich Auto Show (IAA MOBILITY). However, the car company’s booth remains low-key and is one of the smallest booths in the venue, even smaller than the booths of some suppliers.

Although the booth was not very grand, the refreshed version of Model 3 still became the focus of this year’s Munich Auto Show. The gray Model 3 at the scene was surrounded by circles of media.

Perhaps they were busy organizing YouTube users to rush to buy new cars. The staff on site did not have much time to receive media. Any media who wanted to take photos of new cars needed to make an appointment in advance. In stark contrast to this “big star” is the largely unnoticed Model Y next to it. For the domestic and foreign media present, it can only play a supporting role.

But in Tesla stores, it’s a different scene.

Hu Ting just ordered a rear-wheel drive Model Y two days ago. In an interview with Dong Auto Club, she said that she had never considered Model 3 before buying a car because she and her husband had just welcomed a new child into the family. member.

For family users like Hu Ting, having enough space is often a rigid indicator when buying a car. The same is true for another prospective Model Y owner Duan Xiang. He said that unless it was “when there were no children before,” Otherwise, he would not buy a Model 3 – even if he knew that the new car he bought was already a generation behind.

Moreover, Duan Xiang purchased the long-range version of Model Y, which is priced at the same level as the long-range version of the new Model 3. This is thanks to the price cut in early August. At that time, the price of the long-life version was reduced from 319,900 yuan to 299,900 yuan, a drop of 20,000 yuan.

Judging from Tesla’s official website, this price adjustment has indeed greatly boosted sales of the Model Y long-range version. The estimated delivery date of this model has been extended from the original 2-6 weeks to 6-8 weeks.

This means Tesla’s plan worked.

It is foreseeable that the popularity of Model Y will continue until the official price of the refreshed version of Model 3 is released. After that, Model Y will show a new look.

*At the request of the interviewees, the characters in the article are pseudonyms.

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