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On the last day of 2020, the Ministry of Finance, the Ministry of Industry and Information Technology, the Ministry of Science and Technology and the National Development and Reform Commission issued the Circular on further improving the Financial subsidy Policy for the Promotion and Application of New Energy vehicles. According to the notice, the subsidy standard for new energy vehicles in 2021 will decline by 20% from 2020.

According to the 2021 new energy vehicle promotion subsidy program, in the new energy passenger vehicle subsidy program (non-public sector), there is no subsidy for pure electric vehicles with battery life below 300km, which is consistent with 2020. Among them, the 300~400km subsidy for the mileage of pure electric passenger vehicles is 13000 yuan, and the subsidy for mileage of more than 400km is 18000 yuan.

In addition, the price before the vehicle subsidy should be less than 300000 yuan, based on the statistical invoice of motor vehicle sales and the official guiding price of the enterprise, with the exception of the "power exchange mode".

It is worth mentioning that the day after the four ministries issued the latest "notice", Tesla announced a price reduction, which was not generally small. The domestic Model Y officially went on sale, with a total of two long-lasting and high-performance models, starting at 339900 yuan and 369900 yuan respectively, according to Tesla's official website. According to the official website, the new car is expected to be officially delivered in January.

In addition to the official launch of domestic Model Y, the modified Model 3 is also officially on the market. The new Model 3 only launches two models, the standard rear wheel drive upgrade version is still priced at 249900 yuan, and the high-performance all-wheel drive version is priced at 339900 yuan, which is 79900 yuan lower than the older model, while the long-lasting rear wheel drive version is directly removed from the shelves.

To sum up, the Model Y long-lasting version and the high-performance version decreased by 148100 yuan and 165100 yuan respectively, while the Model 3 high-performance version dropped by 79900 yuan. This rate of price reduction is simply a "price slaughter".

It is worth mentioning that Model Y has the possibility of price reduction in the future. Take Model 3 as an example, the standard continued version of Model 3 has been adjusted four times since it was launched, which is 355800 yuan, 309900 yuan, 291800 yuan and 249900 yuan respectively.

As Model Y is developed on the Model 3 platform and 75% of the parts are shared by the two, with the deepening of Tesla's localization, the price of Model Y is expected to go down, and it is possible to be less than 300000 yuan. after all, less than 300000 yuan can enjoy subsidies.

However, if nothing happens, Model Y will certainly launch an entry-level model with less than 300000 yuan, that is, a standard continuous flight version with a single motor. Some industry insiders said, "Model Y is the inflated Model 3, the ideal price should be 27-280000 yuan, and the lower price of the standard continued version of the single motor is already on the way."

Tesla price reduction not to mention the impact on the traditional luxury brand Mercedes-Benz BMW Audi, that is, the new energy brand NIO, Xiaopeng heart have to shudder, especially NIO, the impact is still relatively great.

Model Y locates the medium-sized SUV and EC6 directly to the standard. From the price point of view, the subsidized price of EC6 is 36.80-526000 yuan, while the price range of Model Y is 33.99-369900 yuan. The price of Model Y is lower than that of EC6. In terms of delivery time, Model Y will be delivered in January, while EC6 will take 8 weeks. The number of orders soared to more than 100000 within 10 hours of the announcement, according to Tesmanian, a well-known Tesla accessories website, citing sources. At the same time, the EC6 forum shows that some would-be car owners post discounted transfer orders.

In addition, the ideal ONE and Xiaopeng P7 will also be affected, but these two models have less impact, one is a sedan, the other is an add-on SUV, and there is no direct competition with Model Y.

In response to Tesla's price reduction, Li Bin once said: Tesla will continue to reduce prices, reducing prices many times in the past year, which had a great impact at first, but then there was basically no impact. NIO's products and services and its unique competitiveness, after the launch of Model Y, has a positive impact on the market as a whole, but competing with Model Y, NIO's products will be more competitive.

Li Xiang, the ideal CEO, said bluntly, "the 300000 threshold is estimated to be designed to limit Tesla, but it gives Tesla the reason and necessity to reduce the price." For Tesla's continued high sales in first-tier cities, Li Xiang even used the word "disaster" to describe it, saying bluntly that even doing the best in terms of range, intelligence or performance-to-price ratio failed to change Tesla's "monopoly" in sales.

Cui Dongshu, secretary-general of the Federation of passengers, said that the price reduction of Model Y has a direct impact on traditional luxury brands. After the price reduction, the competitive price relationship between Tesla Model Y and Audi Q5, Mercedes-Benz GLC, BMW X3 should be obviously reversed. Tesla Model Y's price has a certain advantage, which will get more enthusiasm of luxury car consumers. Especially in mega-cities, because of the advantages of license plates, Model Y should have a better performance.

Tesla's entry into China has caused great survival pressure on domestic independent brands, whether it is Lai, ideal or Xiaopeng, Volkswagen, Toyota and other traditional car companies have also accelerated the layout of new energy products. Tesla brand high premium effect, coupled with price reduction to seize the market, is bound to seize the market share of competitors, after all, 250000 yuan Model 3, 300000 yuan Model Y is still very attractive to consumers. Li Xiang has said that domestic electric vehicles are generally under pressure, especially for products with higher prices, most of which will be suppressed by Tesla to less than 200000 yuan.

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