This is more than 10000 cheaper than the 10000 person group buying activity launched by pinduoduo on July 22. Subsequently, the topic of Tesla price reduction once hit the hot search list. As an official representative, Tao Lin, vice president of Tesla, delivered a speech on Weibo: our starting point is to let more people enjoy the dividend of technological development, promote the rapid development of the industry, and accelerate the transformation of the world to sustainable energy.
But in fact, this is the seventh time that the model 3 has adjusted its price since it was launched in 2019. The domestic standard model 3 has dropped from 355800 (without subsidy) to 249900 (after subsidy), with a drop of nearly 100000 in a short year, among which the shortest price is only maintained for one month.
Every time Tesla reduces its price, countless leek owners will appear. They are often urged to pick up the car by the sales staff without knowing it. Deep burn learned that some car owners experienced the nightmare of just picked up the car yesterday, and reduced the price today, and Teslas command communication made them angry.
However, the old car owners are distressed and determined to protect their rights, while the prospective owners are overjoyed.
Even on the happy day of the Mid Autumn Festival, Tesla stores are still full of lights. A Tesla salesman in Beijing told shenran, we are all going crazy. Just after Tesla announced the price reduction, there were a lot of orders and phone calls coming from the store.
One hand paid money, the other hand was cut leek
The day before Teslas price cut, consumers didnt know.
Xiaomeng planned to buy a Tesla Model 3 in September this year. After a good test drive experience, he placed an order. But because Tesla has always been known for cutting prices, its not that she hasnt considered the possibility. Sales and delivery consultants also perfectly avoid the possibility of price reduction. Instead, they greet each other every day. The core point is when are you ready to pick up the car?.
Considering that Tesla just finished the price reduction on May 1, I think it will not be so soon. After careful consideration, Xiaomeng picked up the car on September 29, two days before Teslas price cut, under the constant urging of sales and delivery consultants.
Guo Li in Beijing also had a similar experience. As soon as she paid the money and picked up the car, Teslas official website over there reduced the price by more than 20000.
As a result, the rumor about the price reduction came true. It came so fast that it came true two days after she picked up the car.
In addition to dissatisfaction with the sudden transformation into leek under Tesla sickle, more people are not satisfied with the subsequent compensation scheme.
As an official representative, Tao Lin, the vice president, offered compensation for the sudden price reduction. Car owners who meet the 7-day confidence guarantee scheme will give free 3-year rights to overcharge.
Xiaomeng found out that after Teslas price reduction, he immediately contacted the sales and delivery consultant. He made more calls and did not respond. Until that night, the sales department gave two options: first, car owners who met the seven day confidence guarantee plan would give free three-year overcharge rights, but they could only enjoy them by going to the fast charging station designated by Tesla; second, there was no reason to return and replace them within seven days.
The solution sold to Guo Li is similar, but in her eyes, neither solution is reliable.
And Guo Li found that if you want to return the car in full, it is also very difficult. If you choose to return the car, the deposit will not be refunded. The transfer fee of 1500 yuan needs to be paid by yourself. You also need to queue up to check the car in the middle. The process is very complicated. And the agreement says you cant buy the same car for 12 months. That means consumers cant back off and turn around to buy a reduced model 3.
Tesla set up these barriers to encourage old car owners to choose the first compensation scheme. The compensation plan is too insincere. Xiaomeng learned of the obstacles set up to return the car, indignantly said: its just the attitude of buying or not. The store bullies customers. There is no after-sales service.
Many car owners have rushed to the official wechat message of Tao Lin, vice president of Tesla, to appeal: 1. Refund the price difference directly; 2. Return the car, and the EAP (enhanced driving assistance system) purchased last night will be transferred to the newly purchased vehicle; 3. At present, the car does not return, but is upgraded from EAP to FSD (full automatic driving Kit), or AP (without autopilot auxiliary driving function) is upgraded to EAP u3002 4. At present, if the car does not return, the corresponding kilometer overcharge quota or equivalent amount of overshoot will be given, and the quota will not be limited.
Source / microblog screenshot
But Teslas cutting leek behavior seems to damage the enthusiasm of some car owners (quasi leeks). The old car owners are still grieving and determined to protect their rights. The prospective owners are overjoyed.
Even on the happy day of the Mid Autumn Festival, Tesla stores are still full of lights. Xiao Yang, a Tesla salesman in Beijing, told shenran, we are all going crazy. Just after Tesla announced the price reduction, there were a lot of orders and consultation calls coming from the store. Basically, its going to be late in the morning.
Teslas leek cutting culture
Standing in the car, Teslas official leek cutting behavior has been perfect.
For the model 3 alone, this is the seventh price adjustment since it was launched in 2019. The domestic standard model 3 has been reduced from 355800 (without subsidy) to 249900 (after subsidy). The price reduction rate and time are so fast that the car owners who buy Tesla once mocked themselves as leek.
They all have the same experience. Without knowing it, they were urged to pick up the car by the sales staff and missed the new, better and cheaper model. There are also many self mocking jokes in the circle of car friends: for Tesla owners, you never know which comes first tomorrow or the price reduction. if you hesitate, you will reduce the price. If you hesitate for a while, you will feel happy when you are hesitant all the time..
For the recent price change, Tesla vice president Tao Lin specially tweeted this time to explain implicitly: Teslas direct marketing mode makes the price system open and transparent, and consumers will be informed of any price change information at the first time.
As a matter of fact, the price changes of automobiles are normal, and we have already informed them in place.
According to Tesla sales Xiao Yang, we knew about it 10 minutes earlier than the average consumer. The news of price reduction is out of our reach at the bottom.
Faced with the question of frequent price reduction proposed by Shenzhen Fuel Co., Ltd., Xiao Yang explained: seeing Teslas price cut frequently is actually that we are too direct marketing and the national unified price. Other fuel vehicle brands, such as BMW and Mercedes Benz, also have price changes, but there are dealers. Unless they go to the 4S store to ask, it is very difficult for consumers to know whether the price has been reduced.
Consumers are obviously not satisfied. I feel that (Tesla) misunderstands the price openness and transparency . The real openness and transparency should be to let consumers know that there will be such a low-cost model of lithium iron phosphate in the future, so that consumers can choose a slightly more expensive lithium-ion battery or a lithium iron phosphate battery with higher cost performance, instead of suddenly lowering the price, giving no choice, no sign, no new The old replacement, even ask the sales staff, they dont know A car owner left a message in the official micro comment area of Tesla.
Source / pexels
However, due to the frequent and large decline in price, there have been several cases of rights protection of Tesla leek in China.
Similar to the situation on October 1, on January 4, the day after the official delivery of the domestic version of the model 3, Tesla lowered its price and made it clear that users who did not collect the car could enjoy the new price.
Some car owners of imported model 3 think that Tesla is cheating consumers, and some even hold up a banner that says Tesla will reduce its price at will and infringe upon the legitimate rights and interests of consumers.
On February 28 this year, Teslas domestic car owners collectively defended their rights, saying that Teslas hw2.5 chip is inconsistent with hw3.0 (hardware 3.0) marked on the environmental protection list.
In the face of the fake gate incident, Tesla still did not put down its arrogant attitude. Only in the official microblog response, because of the supply chain situation during the epidemic, it was forced to install hw2.5 chips on some Model3.
On April 10, this year, Tesla announced to launch the domestic long-range version of model 3 without prior notice. Under NEDC conditions, the driving range is 668km, and the price of the new car after subsidy is 33905 yuan. However, it is only four months before the domestic model 3 standard endurance version is launched, and the price difference is less than 40000 yuan.
Tesla owners once again defend their rights. The focus of the debate is: why does Tesla conceal the launch information of the long-range version, and even induce the ordered car users to pick up their cars in advance in March.
Taking a similar sales contract dispute case in Daxing District of Beijing in 2019 as an example, the plaintiff believed that Teslas price reduction on March 28, 2019 was fraudulent, but the court rejected all the plaintiffs claims in the first instance judgment.
Beijing Daxing District Court pointed out that the transaction price of the vehicle involved in the case was determined according to the configuration of the vehicle involved in the case and the market rules when the transaction was concluded. There is no evidence to prove that Tesla invented the market price. At the same time, according to the facts of the case, there was no significant misunderstanding or unfair situation when the contract was signed and performed.
Although the fake door, the rights of the door constantly staged, join the team of Tesla leek army is also continuous. For the user groups in the first and second tier cities, automobile indicators are tight, and more and more people choose to buy electric vehicles. In addition, Tesla brand and reputation are outside, which is becoming the choice of more young people.
Tesla starts price war again, and everyone shivers?
To put it bluntly, we still have the confidence to reduce the price.
Zhang Xiang said that Tesla can and is willing to reduce its price. It can even be said that Tesla has set off a price war in China, which is also to increase sales volume, further expand market share, and further crack down on competitors, so as to consolidate its position as the number one in sales volume.
In the second quarter of this year, Tesla delivered nearly 90000 vehicles worldwide, including 31000 in the Chinese market, accounting for nearly a third of the total. Revenue contribution is also increasing. Teslas revenue in China is $2.3 billion, accounting for 19.13% of the total revenue of $12.021 billion.
The Chinese market, step by step, has become an important battlefield for Tesla.
Its not just these two companies that start to panic. Tesla, which is firmly in the first place among the new forces of car building, will shake the new forces of car making in China every time it cuts prices.
On April 23 this year, according to the notice on improving the financial subsidy policy for the promotion and application of new energy vehicles issued by the Ministry of Finance and other four ministries and commissions, the price of new energy passenger vehicles enjoying policy subsidies from 2020 must be less than 300000 yuan (including 300000 yuan), but the vehicles supporting power exchange are not subject to this regulation.
Ten days after the new deal was announced, Tesla lowered its price to allow model 3 to enjoy the new deals subsidies. Many media said that Tesla began to raise the price of the butchers knife to slaughter the new forces of car building.
Source / official website of Weilai, ideality and Xiaopeng
Li Xiang, the founder of ideal automobile, was even flustered and sent several microblogs and wechat. One of them reads: designing a subsidy threshold of 300000 yuan is basically an accurate assist to Tesla to defeat domestic pure electric brands. You just need to change your position and think about how you will deal with and price if you are Tesla, and you will know what disaster is. Finally, I had to bear the pain to cut the meat: ideally, I would bear the reduced part of the subsidy, and the users price would not change.
But in fact, from the current situation, despite Teslas preemptive and price advantage, it has caused the catfish effect and stimulated the potential of new domestic forces.
Weilai, idealized and Xiaopeng, three new forces of car making, have been listed one after another, and their share prices are rising. In the first half of this year, the total delivery volume of the new auto manufacturing forces reached 34000, with the market share increased to 13%, including 14000 Weilai vehicles, 8000 Weima vehicles and 4000 Xiaopeng vehicles.
Tesla has just entered the domestic market and has not absolutely monopolized the market. It is too early to say that the new forces of car making will be wiped out. Jia Xinguang, an auto analyst, said that Tesla has not developed to a large extent of crowding out the market, and the market demand is diversified, and the core technology is the most important. In the view of an automobile investor, Teslas entry into China is a bit like Apples entry into China in those years. In fact, it has accelerated the publics recognition and acceptance of the industry. In the context of using the market for the technical upgrading of the industry, it is both an opportunity and a challenge for each new force of car making. The key is to find out whether it can find its own way and produce products that are more in line with the users positioning. He said. *The title is from pexels. At the request of the interviewees, Guo Li and Xiao Meng were pseudonyms. Source: interface news editor: Zhang Mei_ NF2100
Tesla has just entered the domestic market and has not absolutely monopolized the market. It is too early to say that the new forces of car making will be wiped out. Jia Xinguang, an auto analyst, said that Tesla has not developed to a large extent of crowding out the market, and the market demand is diversified, and the core technology is the most important.
In the view of an automobile investor, Teslas entry into China is a bit like Apples entry into China in those years. In fact, it has accelerated the publics recognition and acceptance of the industry. In the context of using the market for the technical upgrading of the industry, it is both an opportunity and a challenge for each new force of car making. The key is to find out whether it can find its own way and produce products that are more in line with the users positioning. He said.
*The title is from pexels. At the request of the interviewees, Guo Li and Xiao Meng were pseudonyms.