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At the time of imminent delivery, the threshold for the purchase of the domestic version of Model 3 was reduced from 355800 yuan to less than 300000 yuan. The sudden price reduction of Tesla's domestic version of Model 3 caught domestic automakers by surprise, made some old car owners feel dissatisfied, and even pulled up banners to safeguard their rights.

It is understood that when Tesla priced the domestic version at 355800 yuan, there was only a difference of 8100 yuan between the domestic version and the imported version. Many consumers and sales confirmed that they gave up the domestic version and chose to buy the imported version with a higher price. Now the domestic version has dropped to less than 300000 yuan. Many car owners feel dissatisfied and cheated, and set up car owners to protect their rights. Under the Weibo account of Tesla's official blog and Tao Lin, vice president of foreign affairs of Tesla, many car owners have expressed their dissatisfaction.

One of the netizens said that Tesla car owners are not interested in cutting prices at all, but in order to boost their performance by the end of the year, misleading consumers to buy imported models on the grounds that the quality of domestic cars is poor, there is no subsidy, there will be no big price cuts, or there will be no short-term production.

In addition, the owner of the car who claimed to be "leek cut by Tesla" wrote down the whole story of the suspected tricks, believing that Tesla took advantage of its unequal information with consumers to release false induced price information through official websites, sales tricks, and other channels to mislead consumers into buying imported versions to help them get rid of inventory. His demands for safeguarding rights include returning the car, refunding the price difference, and so on.

In response, Tao Lin explained on her Weibo today, "I understand people's feelings. Everyone wants to buy the most cost-effective products." We have made a lot of efforts in cooperation with the government so that the time limit for examination and approval has been greatly shortened and the delivery time has been greatly advanced. And all this, before the formal announcement of the purchase tax policy on December 27, we are unable to specify and announce the official delivery time. Tesla's pricing strategy has been said before, so there is no need to explain it. "

Domestic Model 3 dropped to less than 300000

According to Tesla's official website on January 3, 2020, the price of the standard battery life upgraded version of Model 3 (including basic driving assistance) made by the Shanghai Super Factory in China has been reduced from 355800 yuan to 323800 yuan, a reduction of about 9 percent.

At the same time, domestic Model 3 entered the national list of subsidies for new energy vehicles, with the amount of subsidy reaching 24750 yuan, so the actual purchase threshold for Model 3 produced by super factories in Shanghai, China has been lowered to 299050 yuan.

In May 2019, Tesla announced for the first time that the price of the domestic standard Model 3 upgrade (with a mileage of 460km, excluding the basic auxiliary driving function) is 328000 yuan, and open bookings are made at the same time, with a deposit of 20, 000 yuan. Tesla set the basic driving assist function as standard on October 25, raising the price threshold of the domestic Model 3 to 355800 yuan, which is not much different from that of the imported version.

Until recently, when Tesla announced that he was about to deliver, the official health information was officially released, and the final domestic Model 3 was priced at 299050 yuan, including an official reduction of 32000 yuan and 24750 yuan in subsidies.

However, after the price reduction, the domestic Model 3 canceled the service of giving away and installing household charging piles free of charge, and the purchase cost an additional 8000 yuan.

There is still room for price reduction.

According to the latest research report on Tesla's domestic supply chain released by Societe Generale Securities, the gross profit margin of domestic Model 3 is significantly higher than that of American-made Model 3, and the production cost of domestic Model 3 is 20% 28% lower than that of the US version. Societe Generale Securities estimates that if it pursues a gross profit margin similar to that of the US version, domestic Model 3 will have a price reduction of 27% Murray 34%, corresponding to an absolute price reduction of 85000-108000 yuan.

According to media reports, 30% of the parts of the domestic version of Model 3 have been localized, and the localization rate of car body parts is expected to reach 80% in July 2020 and 100% by the end of 2020. This also means that with the gradual localization of Tesla's supply chain, it is possible to further reduce prices in the future.

Tesla announced earlier that it will officially deliver the domestic version of the Model 3 model to sellers booked in China on January 7. This day is also a special day for Tesla, because exactly a year ago, on January 7, 2019, Tesla CEO Elon Musk arrived at the Shanghai Lingang factory base to announce the groundbreaking ceremony of the super factory.

Production at Tesla's Shanghai super factory is rising sharply, reaching 3000 vehicles a week, according to Tesla's latest release. The first phase of Tesla Shanghai Super Factory has a production capacity of 250000 vehicles per year, with a total capacity target of 500000 vehicles per year.

Tesla's price reduction will help Tesla quickly seize market share in China and increase the production capacity of the Shanghai factory, while also putting more competitive pressure on China's new electric vehicle companies, which are already in the market trough. After the new power of electric vehicles subsidised, the sales fluctuated violently, and the phenomena of tight funds and large-scale layoffs appeared frequently. It is worth noting that the Tesla price reduction and delivery, has always been high-profile publicity of the new power companies into silence, which further reflects the phenomenon of sluggish sales in the electric vehicle market.

Finally, Tesla's frequent price adjustment is nothing new. Tesla's sudden official reduction of up to 340000 yuan in March 2019 has caused dissatisfaction among old car owners and incidents of safeguarding their rights. Tesla's price adjustment does not violate the law, but it virtually hurts old car owners. According to feedback, the dissatisfaction and protection of Model 3 owners is mainly due to Tesla's unguaranteed promise to let consumers buy imported versions rather than cheaper domestic versions, which is considered to be a means to clean up the inventory of imported cars.

The delivery volume of Model 3 is larger than that of S and X, so this price adjustment involves more users. It can be seen that Tesla's price strategy is not the first time to "hurt" old car owners, and perhaps not the last time.

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