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Every time Tesla new car release news and price reduction storm will cause an uproar, the old car owners feel "suffer losses" and "be cut as leeks" and appear to safeguard their rights. After the release and announcement of the price of the long-range afterdrive version of domestic Model 3, a few days ago there was online news that the price of the standard continued version of domestic Model 3 was about to be greatly reduced.

According to Internet exposure, a screenshot of the chat titled "programmers talk about Tesla 4 groups" said that Tesla had internally confirmed that the price of the domestic standard battery life upgrade version of Model 3 would be adjusted to 220000 yuan. At present, the subsidised price of the car is 299050 yuan, which means that it will drop by nearly 80, 000 yuan after less than half a year on the market. This leek is cut well.

If the news is true, it is bound to cause collective dissatisfaction among the Model 3 owners who picked up the car before, and may lead to a new round of banner rights protection. Tesla China has given a preliminary reply to the news of the upcoming sharp price reduction, saying that the news is not true.

Domestic Model 3 still has room for price reduction. The earliest price of the domestic standard life version of Model 3 was 355800 yuan, and when it was finally delivered, it was adjusted to 323800 yuan. The sudden drop in price was Tesla's "usual" practice, which immediately caused the dissatisfaction of some owners of imported Model 3 cars.

The earlier batch of domestic Model 3 delivered on the market has a localization rate of only 30%, with an official price of 323800 yuan and a price of 299050 yuan after deducting subsidies. According to the localization rate plan announced by Tesla, the localization rate of spare parts is planned to increase to 70% Mel 80% by July and 100% domestic by the end of the year, using power batteries provided by local suppliers. Therefore, as the localization rate increases and costs fall, there is still room for Model 3 to reduce its price.

Societe Generale Securities earlier released a research report showing that after Tesla adopted the domestic supply chain, the domestic Model 3 will have a maximum price reduction of 27% Murray 34% at the cost level.

Pricing is confusing. Four months after the launch of the domestic Model 3 standard battery life upgrade version, Tesla immediately released the domestic Model 3 long-range rear wheel drive version, the difference between the two models is 40, 000 yuan, the latter subsidized price of 339050 yuan, stronger performance 100 km acceleration increased by 0.3 seconds, speakers changed from 12 to 15, and the mileage is also more than 223km to 668km, which is Tesla's longest lasting Model 3 in history.

Shortly after the release of the new car, the move caused dissatisfaction among some owners of the upgraded version of the domestic Model 3 standard, and the rights protection incident broke out again. They believe that Tesla has "deceptive" behavior, and were told that the domestic Model 3 long-range rear wheel drive version will not be launched in the near future or will not be made in China, and raised the standard continued version in advance.

Reflected from the side, 40, 000 yuan in exchange for higher performance and additional 223km life, long-range rear wheel drive version is more attractive. The first batch of new cars will be delivered in June this year, so this time the standard life upgrade may usher in a period of user withdrawal and sales downturn.

Such a confusing pricing strategy may lead to a rapid reduction in sales of domestic Model 3 quasi-life upgrades in a short period of time.

Production capacity is rising, seizing the market. Domestic Tesla Model 3, with monthly production and sales of more than 10, 000 vehicles, has become one of the largest production and sales of new energy vehicles in China. According to the China Federation of passengers, domestic Model 3 sales reached 10160 in March, exceeding 10, 000 for the first time, accounting for 19% of China's total new energy vehicle sales that month. Tesla has also become one of the few brands in China to maintain sales growth.

Since the formal resumption of work and production on February 10th, the production capacity of domestic Model 3 has been rising. Tao Lin, vice president of foreign affairs of Tesla, said that at present, Tesla Shanghai Super Factory is producing at full capacity and will accelerate to achieve its target of producing 150000 vehicles in 2020.

Tesla also plans that on the premise of achieving the full localization of spare parts supply by the end of the year, the second phase of Tesla's Shanghai factory is to increase its annual production capacity to 250000 vehicles.

The high premium effect of Tesla brand, coupled with repeated price cuts to seize the market, will also seize the market share of competitors. After all, more than 200,000 Model 3 is very attractive to many young consumers.

In response to Tesla's repeated price cuts, some netizens said, "Tesla really reduces the price after buying and treats users like people with a lot of money." Some netizens believe that Tesla's price reduction may be the impact of the epidemic, eager to return to profit, but also conducive to achieving production capacity and sales targets.

With the increase in production capacity and the increase in the rate of localization, there is still room for a price reduction in domestic Model 3, which is not impossible to reduce to 220000 yuan, but it may further hurt the old car owners.

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