Mars immigration order

On the first day of the new year, Tesla announced heavy news: Model Y, a new medium-sized SUV electric vehicle, started from 339,900 yuan for the long-life version and 369,900 yuan for the high-performance version. Compared with the previously announced US version, the highest price reduction is 654.38+0.6 million!

Netizen: It's like buying an apple for 2999 yuan 12! It is reported that due to the price reduction of Model Y, Weilai suffered a large-scale car withdrawal. Although Wei came out to rumor and "sue the media that made false statements", it is difficult to hide the fact that Tesla is selling like crazy!

Although the online "10 hour 65438+ million orders" is somewhat exaggerated, it is a fact that there are long queues outside the store, the number of visits has skyrocketed and official website is paralyzed.

Then the problem is coming. Behind the crazy price reduction, whose cheese is Tesla's "shark" swallowing? What can consumers get from brand competition?

Looking back on the whole year of 2020, domestic new energy vehicles are on the rise.

At the beginning of the year, affected by the epidemic, the sales of various brands were trapped, but the monthly sales increased significantly compared with that in the middle of the year. The sales of new energy vehicles increased by 1 1 month. Under the background that the monthly sales of new energy vehicles such as BYD, Weilai and Ideality decreased by 7.6%, it will be realized by the end of the year.

Since the delivery of the domestic Model 3, Tesla has repeatedly reduced the price (initially 400,000-500,000, and by the end of 2020, it fell to 249,900). In the cry of the old car owners and the cheers of the new car owners, the sales volume easily broke through 10,000. This time, just after New Year's Eve, Model Y plunged by 654.38+0.6 million, which really shocked everyone. Everyone knows that Tesla is not good, but I didn't expect it to be so embarrassing!

Wei Lai had previously released goodwill to Tesla, calling it an "opponent and teammate". I think this makes sense, because "the enemy of my enemy is my friend". Throughout the entire automobile market, traditional fuel and new energy are naturally divided into two camps. Before consumers fully accept new energy vehicles, all new energy vehicles must first solve how to seize market share from traditional fuel vehicles.

To put it bluntly, your Tesla is very powerful in the new energy market. You can get 6, and our other brothers can get 4, but the size of this 10 depends on everyone, and it depends more on "Big Brother". Tesla did "live up to expectations", shooting rockets, building a "star chain" and even sending an electric sports car into space. Tesla's power and high profile have made many people realize:

Electric cars are no joke.

After a series of big moves to seize the user's mind, Tesla began to lay out medium and large SUVs, hunting Mercedes-Benz GLCl, BMW X3, Audi Q5l, Cadillac XT5 and other similar products. The price of model Y 33.99-36.99 million has been able to cross the new energy vehicles behind and directly compete with traditional luxury brands.

Mercedes-Benz GLCl price: 350,000-540,000 yuan

Price of BMW X3: 360,000-480,000 yuan

Audi Q5L Price: 387,800-498,000

Do you think this Tesla is the "big brother" of the new energy family, or is it ambitious to have both?

Comparing Model Y with ES6 and EC6 of Tesla's biggest competitors Weilai, it is not difficult to find that there is still a long way to go to win on the new energy track.

For Tesla's price reduction, Li Bin, founder of Weilai, said "no price reduction":

In this regard, there is a big V comment: Tesla's price reduction is to cut the leek of old users; Weilai doesn't cut prices, isn't it cutting the leeks of new users?

When Tesla has turned the domestic auto market upside down, whoever can calm down and make up his mind to engage in research and development and service will win the future. Under the background of increasing production capacity and decreasing costs, the loss of users can not be recovered simply by not reducing prices, and the new force of China automobile manufacturing has reached the point of burning eyebrows.

When all car companies are black and blue, consumers can "choose the best among the best" and shop around for cost performance!

In the past, consumers with larger car purchase budgets may choose traditional luxury car brands such as BBA, while brands with smaller budgets may choose Hongqi, Volkswagen, Honda and Geely. Now, consumers have more choices. With the maturity of new energy vehicle technology, the innovation of appearance, the improvement of service and the support of policies, more and more people are driving green photo cars.

In my opinion, Tesla's strategic intention is already obvious:

Before taking action, traditional car companies will quickly increase production capacity, reduce costs, lay out supporting facilities, seize market share, and rely on Tesla's unique in-vehicle software, driverless system and service system to form a monopoly on the entire automobile industry.

When Weilai is still thinking about "power on together", Tesla is already planning a dimension reduction blow to the entire automobile industry.

In fact, entrepreneurs like Jobs and Musk have one thing in common, that is, their focus is not on the immediate business level, and they all want to change the world. The mobile phone that Jobs understands is not the same as the mobile phone that we understand. Similarly, Musk, who is committed to "immigrating to Mars" and going out of the earth, has no understanding of cars as most people think.

Such enterprises and entrepreneurs are often too idealistic, but once the realistic conditions reach the level that can help them realize their ambitions, they will bring about changes in the lifestyle of the whole industry and even all mankind, and they will act faster than expected.

Hesitation will lead to failure. I hope our national enterprises can be honest and make long-term efforts to seize every development opportunity!