AutoBeta(AutoBeta.net)01/08 Report--

On January 3, Tesla's official website showed that the price of the standard upgraded Model 3 (including basic version of assisted driving) manufactured by Shanghai Super Factory in China was lowered from 355,800 yuan to 323,800 yuan.

At the same time, the domestic Model 3 entered the national new energy vehicle subsidy catalogue, the subsidy amount reached 24.75 million yuan, so to a certain extent, consumers only need 300,000 yuan to buy Tesla standard battery life Model 3.

However, Tesla's behavior stimulated the old owners, some of whom came to Tesla stores to pull up banners "rights protection," and even some owners even bought a bag of leeks for Tesla store salesmen, probably to express the meaning: old owners have become cut leeks.

Tesla's price adjustment to the domestic version of Model 3 leads to the owner's rights protection, and the reason for the old owner's rights protection is also very simple. Tesla's price fluctuates greatly, resulting in the owner's judgment error. He bought the imported version of Tesla Model 3 with a similar price difference.

It is understood that the domestic version of Tesla Model 3 initially sold for 355,800 yuan, and the imported version of Model 3 only about 8000 yuan difference. On January 3, Tesla adjusted the price of the domestic version of Model 3. After the price adjustment, the difference between the domestic version and the imported version reached 40,000 yuan. In addition, the new energy subsidy preferential treatment, the difference between the two reached 65,000 yuan.

Some owners say we don't support price cuts, we don't support improved technology, Tesla is also a good car. But your underlying sales-inducing fraud and your fantastic 350,000 pricing strategy led us to make the wrong choice.

There are also owners said, why publish a false price in advance? Once on June 1, once in October, knowing that the price of the official website in December is still the same, coupled with the induction of sales, let us believe that the domestic pricing is 356,000 yuan, which eventually led us to spend 60,000 yuan more to buy the imported version.

More owners said Tesla took advantage of unequal consumer information to conceal the true delivery time of the domestic Model 3 in the past few months and induced consumers to buy 364,000 yuan of imported standard battery life models for various reasons to clear inventory.

In response to Tesla's price adjustment, which led to dissatisfaction with car owners, Tao Lin, Tesla's vice president of external affairs, said,"Understand everyone's mood, everyone wants to buy the best cost-effective product..." Before the official announcement of the purchase tax policy on December 27, we are unable to clarify and announce the official delivery time. Tesla's pricing strategy has been said before, no need to explain."

For Tao Lin's explanation, consumers obviously can not accept. In fact, Tesla's price adjustment is nothing new. Tesla has adjusted its prices for many times before. After the price adjustment, it is difficult for the old owners to accept the psychological gap, so they launch rights protection against Tesla to show dissatisfaction.

However, the rights protection of old owners will not have a greater impact on Tesla's development in China, on the contrary, Tesla in the price adjustment, brand stores and official website traffic is also significantly several times more than before.

In fact, price reduction is a good thing for consumers. Why not buy the same product at a lower price? But how to balance the psychology of car owners who have already bought cars is where Tesla needs to learn. Tesla's frequent price adjustments have become commonplace, so consumers need to think twice when buying Tesla.

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