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Since the day of New Year's Day, Tesla's sharp price reduction on its models has indeed maxed out on the Internet, quickly attracting attention both inside and outside the industry. The price reduction of more than 100,000 yuan is a great impact on competitive models in the same industry. A few days ago, there is also an online rumor that a large number of car owners have come to transfer orders because of Tesla's price reduction, but NIO officials have responded.

According to media reports, on the day of the launch of Model Y, it was exposed on the Internet that the price of Intezra had been greatly reduced, resulting in a large-scale refund of the order of the direct competitor Lailai. From a screenshot of a suspected forum, a number of netizens declared that "discounted transfer order or transfer" NIO model.

It is understood that "transfer order or transfer" means that a car owner who has issued an order or placed a deposit to another car owner through a certain discount, plus a certain discount, is a "private subsidy to sell" behavior. Because the "deposit" is a certain amount of money paid by one party to the other party in order to ensure the performance of the contract, it has the function of guarantee and proves the establishment of the contract, so it is non-refundable.

For the emergence of large-scale orders at this time, it is not difficult to guess that it has something to do with the price reduction of Model Y. As a direct competitor, Tesla Model Y was the first to open the scheduled starting price of 488000 yuan, which is much higher than the 35.8yuan and 368000 yuan of ES6 and EC6, but as the latest price reduction of Model Y has fallen to 339900 yuan, which is obviously lower than the above two models, the situation of conversion is no exception.

In response to the matter, NIO official responded that "the news that the official website system has been promoted on a large scale is not true, and we have lodged a complaint against the relevant platform."

Of course, judging from the pictures posted on the Internet above, not all the cases of conversion occurred after the official drop of Tesla, which means that it is impossible to know that Tesla is about to reduce the price of some Lulai models, or for other reasons. However, in the view of netizens, it is the malicious dissemination of information by the "Water Army", and it is new from the point of view of some registration numbers.

In any case, the recent shift will be more or less due to the price reduction of Model Y models, from the comparison of Model Y and ES6 models, Tesla Model Y does have a certain advantage in price and performance. For example, ES6 and EC6 are more expensive in price, and the total motor power and total torque are slightly superior, but the acceleration time of 0-100km/h is half a second slower than that of Model Y, and you can drive a high-performance Tesla with a low configuration.

From the perspective of the entry version of the two models, the mileage of Model Y is in 594km, while for ES6 is only 420km, there is a big gap, and the advantage of mileage for electric vehicles is obvious.

In addition, although the workmanship and service of NIO are certainly better, Tesla's mileage and autopilot are also better. One of the major advantages of NIO is to change electricity. If the local way of changing electricity is not ideal, it will not be able to play the role of NIO.

Although NIO is still not afraid in the face of Tesla's price reduction, and issued a new poster: "is the opponent, but also teammates, loyal to their own choice of calls." Welcome to the test drive, even if you finally choose Tesla, you can still get NIO Power 3 times one-button power-up service for free.

In the copywriting of this poster, the text issued by NIO is "faithful to the choice of letting yourself" call. Don't ask "Why", with a hint of saving consumers. The humble meaning or tolerance of "even if you have changed your mind, I will still serve" in captions and posters may not be as effective as price means. Earlier, Li Bin, chairman of Xilai, also mentioned Tesla's price reduction. He thought that Tesla's constant price reduction would hurt consumers' brand loyalty, and they would not have such a strategy.

At the site of the second-hand car business released by NIO this afternoon, Qin Lihong, co-founder and president of NIO, first responded to the news that Tesla grabbed the order: "We are all happy that electric cars are selling well all over the world." Then Li Bin laughed that his answer was too official, and further said: "Tesla Model Y price is higher than I expected, I expect less than 300000, you can get a subsidy."

NIO responded quite calmly to Tesla's price reduction news. however, the total delivery of 43728 units for the whole year did not explain how to deal with this obvious price shock, let alone that Tesla's further price reduction was a high-probability event.

At the same time, in the eyes of many netizens, "loyalty does not seem to be worth much in the face of material benefits."

In fact, Tesla's price reduction has a great impact on most domestic new energy vehicle companies. From the current growing sales of Tesla, we can see that Tesla has this strength. If domestic brands do not reduce prices, it will be very difficult to obtain the market. If the price reduction is carried out, the car companies that are already unable to achieve profits will lose further. Once the capital chain is broken, then the car companies may face a new round of elimination. So are we really not afraid of Lai and many new forces?

However, NIO, which delivered a cumulative total of 43728 units throughout the year, did not explain how it would respond to this obvious price shock, let alone that Tesla's further price reduction was a high-probability event.

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