On the morning of April 19th, the Shanghai Auto Show Tesla booth staged a wonderful rights program, and a woman wearing “brake failure” is standing on the roof of the car to argue with each other. The surrounding media came to report. For a time, the title of Tesla brake failure has occupied the home of the major car websites. After further fermentation, the incident has passed from the circle to the ring, and even boarded the microblogging. At the beginning, Tesra management is extremely resolute, saying that the specific data before the vehicle traffic accident is not provided, but later as social pressure gradually increases, the attitude is from “arrogant” to “compromise”, not only to provide the incident Data and also clarify the official sectoral outgoing identification.
This is no longer the first Tesla brake failure to become a topic discussed after people’s meals. In addition to the ladies of the roof of the rights, Hainan is also in March this year. There have been a test drive to hit the wall, but that time is in a slippery weather, and it is a test drive, and things have not been fermented. In addition to the brakes, Tesla Model 3 is also pointed out that the sunroof will not be drained, and the problem is not charged. If you say it once, you can summary the car, but it is difficult to classify it into an incident.
So after this privilege, Tesla sales will fall? I have perhaps a little impact, but the time will dilute everything, such as the top two years of the Octa throttle event, the sales volume will be a thousand feet after exposure, is it now not a sales list? So Tesla’s sales will not make it affected by life. Then there are so many questions in Tesla, why consumers will collect it as the first choice, not the independent brand of other price?
First is the impression of the brand, Tesla is more early in the field of new energy, and is the first to file automatic driving and willing Enterprises invested a lot of R & D costs, more importantly, Tesla is a US company, although the Chinese people have gradually developed the impression of their own brands, butThe direction is still the foreign car company, which can be seen from the monthly sales list. Tesla’s development has been a bit like Apple redefines smartphones, so consumers naturally use the two companies’ impression, think that I bought a Tesla means that I have pursued personality, hobbies the identity of technology. label.
In contrast, the models launched by BYD and a domestic independent brand are low-end products that walk the cheap route, and the impression of early crudeness, and quality, no guarantees. “Deepening into the hearts”, although the new car in these years has a big improvement in this area, the brand is still the brand, the consumption does not buy it, this is why many traditional car companies need to re-establish a new electric car brand s reason. 
Secondly, the price is cheap enough, and the Tasla Model 3 is exemplified. The initial Model 3 is sold in an imported car. Broad through 400,000, the top-bearing high-performance version is even 600,000. Therefore, the owner of the owner is “imported leeks”. Later Tesla came to Huajian Factory, model 3 price came directly to 300,000 intervals, and with the gradual localization of parts, the domestic rate increased, Model 3 has experienced several officials in just two years, and now starts today. The version is only 249,900 yuan, and it is difficult to find the opponent to the enemy.
In addition to brands and prices, Tesla’s excellent energy management and automatic driving system make it more advantageous. To know, the parts inside the new energy vehicle are basically allocated, as long as you have money, you can purchase it from the supply chain, which is basically the same as the mobile phone, and the manufacturer is more integrated as a program. Therefore, under the same premise of hardware, how to make them more closely in the work process, becoming the problem of manufacturers, and in this regard, Tesla start time is relatively early, and more experience is also more.
Summary 
, TeslaWhy can you continue to sell? The first is to win in the brand image, and the self-owned brand image has not been really built, and there is no cognition similar to a fan group; secondly, the price is cheap enough, and hundreds of thousands of cars that have only 20,000, but still A Tesla, is difficult for consumers who like electric vehicles; the last is the technical accumulation, Tesla has the advantage of the first, and it is difficult to catch up in a short time.