Recently, both Tesla, Elon Musk or both can be described as extremely popular.
Domestic Tesla Model 3 at the beginning and once again finished first delivery prices, Model Y is also engaged in intense overseas road test, an increasing number of spy according successively exposed.
Elon is choked at the delivery ceremony, but also embarrassed dance, it can be considered as Tesla pocketed the traffic.
If the Tesla and Elon recent action seen as marketing, then this wave of marketing is bound to be successful. Single From the results, Tesla only 20 days to complete a $ 400 share price rose to 500 knife, worth more than 90 billion, more than the sum of the traditional American companies GM and Ford make cars.
Further, the domestic hot Model 3 began. Take the phenomenon of Tesla stores in Shanghai, a recent point of view, time is working day, the store was full of people, one of 16 units sold signing day.
“Now the domestic Model 3 users quite the same as before.” A sales bluntly, “there are actually half-made Model 3 home owners choose not to charge pile , is to save 8000. “
view, a considerable number of people they are price-sensitive users, probably from 200,000 B-class SUV and the joint potential customer to switch from. After all, 290,000 price jump enough to get his foot on it, can then be more than 8000, it is not on over 300,000 yet?
a, paving the full price really fragrant
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domestic Model 3 why all of a suddenIn this way it can be very influential? Car poly Jun summed up the following:
▎ unique
network red brand as bedding, new forces want challenge the traditional brand position, which in itself is in line with current unconventional many young people love the taste.
Automobile Dealers Association data shows that younger users become one of the auto industry consumption trends, 2019 90 people after the automobile consumer market accounted for 45 percentage, growth 7 percentage. But young people may be more inclined to choose trendy things, and made corresponding Model 3 can happen.
▎ excessive packaging
All along, there are so many voices will power (te) move (si) car (la) regarded as superior works. They said Elon as “Silicon Valley Iron Man” and “get rid of fossil fuels for all mankind,” the sacred mission are pinned to the Tesla.
Tesla is packaged so sacred, so that for many people caused by some kind of “misleading.”
Tesla although rarely advertise, but it is best Elon Musk’s spokesperson, no less than the money spent on marketing effectiveness of advertising design.
▎ hunger Marketing
This “hunger marketing” Whether it is intentional or coincidental, indeed objectively exist.
In the United States, Tesla was because of funding problems, capacity and supply can not meet the demand, has led to delivery of the vehicle produced unprecedented difficulties, which happens more aroused the consumer’s desire to buy.
to China, the Chinese government freeProvide a venue port, there are a number of Chinese banks has three times the 18.5 billion yuan to provide low-interest loans to Tesla, many consumers are also early payment of a deposit. Reap the favorable factors, Tesla took a year to build factories overseas super, “leek” is cut naturally collected.
▎ Features
Although Tesla does exist been criticized points, such as work in general, NVH is not so good, but Tesla forthrightly partial identity of the Division of Health, the low-drag modeling, automatic driver assistance, software + OTA mode and model 3 excellent handling, etc. have become a new public forces temporarily impassable Hom.
control on some Model Model S owners said control compared to Model S 3, more compact and sensitive, tough style more suitable for young people open.
▎ price key
Model 3 domestic subsidies newcomer price dropped to 30 million, which is equivalent to the traditional best-selling luxury brand sold-level models price, key buying Tesla also do not pay purchase tax, for such first-tier cities of Shanghai car owners can get a green card, it is hard not to be tempted.
Second, the tram car oil, are affected
Model 3 is made in China, he said that indeed affect the whole body is also no exaggeration, domestic impact of the passenger car market should not be overlooked.
▎ electric vehicle market
most directly affected natural electric vehicles, electric vehicles has always been depending Model 3 as enemies of Wei to ES6 and Model 3 belong to the same price, or to vote for the election ES6 Model 3 also has been a problem so that consumers tangled.
apparent, has made Model 3 and ES6 420KM same sporty acceleration, there is a better battery life, the most critical is the price cheaper by nearly 40,000.
It would appear, in fact, the problem will have an answer.
In addition, as 25.99-35.99 Wan Biyaditang new energy and upcoming sales 24-37 P7 million for Xiaopeng will not bypass the domestic Model 3.
▎ fuel vehicle market (luxury brands)
The first fuel car market affected or the same level models , first-line luxury brands like BMW 3 Series, the Audi A4L, the Mercedes-Benz C-class, second-tier luxury brand Cadillac CT5, Volvo S60, Jaguar XEL etc. will also meet the challenges of domestic Model 3.
outside the network data show that the third quarter of 2019, Model 3 sales accounted for 27 percentage of all small and medium sized American luxury car sales.
As the domestic Model 3 just listed, you can refer to a set of 2019 1-11 January’s North American luxury brand car sales data to feel the momentum of overseas edition.
Tesla Model 1 3 single model – the November total sales have far exceeded the sum of the BBA 4 models sales, the luxury brand market can not be affected it?
▎ fuel vehicle market (non-luxury brands)
non-luxury brands will also be affected, but not like Model 3 with the level of luxury brand market is so direct.
For example, consumers like Shanghai, there are about 300,000 car budget, spending eighty-nine million for the removal of the license plate, at most, can only choose nude prices 200,000-something car. In other words, domestic Model 3 even affected the level of 200,000 non-luxury car brand.
Third, the parties affected, will continue to
six months ago ▎ Musk said, Tesla Shanghai factory “average production cost per vehicle is expected to be lower than the United States Model 3 stage production system about 65 percentage.” Currently manufactured in China Model 3 parts localization rate of about 30 percentage, in 2020 plans to increase to 70 percentage -80 percentage, before the end of the year this figure will increase to 100 percent.
production costs of the most direct impact is the price, it seems the rumors 250,000 starting price is not groundless.
▎ port, according to internal staff Tesla super factory introduction, the current yield is 28 units per hour, if calculated according to 10 hours a day every day will yield 280 Model 3.
assume that 365 days a year do not stop production, has only 102,200 units of production, with a maximum capacity of 500,000 units a year can be far in the future production will be greater, the price is still room for decline.
▎ few days ago, the Ministry also said that in 2020 the new energy car allowance will not significantly back slope, the new energy market or will usher in a new spring, there will be more and more car owners consider electric vehicles, Tesla considered domestic.
hot
▎Model 3 Tesla and rise simultaneously, more and more traditional companies began looking for a way out. FCA previously and chose to hold together for warmth PSA, merged into aThe world’s fourth largest auto company. Volkswagen also announced that it will become a software-driven company, and set up a special “Digital Car amp; Service” department. Toyota also transformed into a mobile travel company.
Tesla future opponents will not only traditional car companies, more like Google Nvidia, Uber high-tech companies, and even oil giants.
Elon Musk’s ambition has never made a secret, with the automatic driver assistance mature, Tesla will build the team involved in the taxi area.
car poly Summary
Domestic Model from 3 the sale price does reduce a lot, but Elon is a shrewd businessman. Now buy domestic models users will no longer enjoy complimentary services and install home charging pile, want to install have to continue to pay.
In addition, Model 3 made further memory canceled steering wheel, heated rear seats, vehicle front fog lights, interior PM2.5 filter means. The most critical is that Tesla proud Autopilot automatic driver assistance also becomes the basic version of driver assistance systems, and also need to spend 27,800 yuan of optional fee.
However, imports become a series of domestic reform (jian) move (pei) has become commonplace for consumers, these are insignificant, the price was It is king. Although domestic Model 3 just listed, maturity is not the best, but there is still a lot of friends willing to serve as emergency (xiao) first (bai) front (shu).
Model 3 is undoubtedly the arrival of domestic wolf into the flock, such a case, the car is expected to gather more traditional monarch car prices and a domestic public how the new forces will to take measures to fightBattle of sound market, wait and see.