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Recently, against the background of Tesla's repeated price increases this year, Tesla China announced a price reduction for the first time on October 24, with both Model 3 and Model Y models on sale participating in the price reduction, ranging from 14000 yuan to 37000 yuan. Among them, Model Y long-lasting version of the largest price reduction, down 37000 yuan, instant store orders skyrocketed.

On October 26th, the media visited the Tesla store in Jinan. According to the staff of a store in Jinan, Tesla said: in the past two days, cars have been sold a lot. The price has been reduced for a month since the 24th. In addition, it also said that the original price of model Y, which was originally 31 yuan, has dropped to 28,8900 yuan, and this price is also entitled to this year's national new energy subsidy. Tesla, a store in Jinan, said that he was suddenly notified to adjust the price of the model on October 24, and individuals have sold 21 cars in the past three days, about a month's sales.

Ningbo Tesla one sales center staff also revealed: the stimulating effect of price reduction is very obvious, 12 sales managers in the store all morning "full firepower" to help place orders, reply to inquiries, almost never free. With the surge in orders, the delivery time of Tesla models has been lengthened accordingly. According to Tesla staff told the media, the past two days more orders, Tesla's official website is not easy to enter, orders can not be placed. Now the order is a waiting time of 4-8 weeks, and the latest pick-up date is set on October 26th as an example, two months later before December 26th.

It is worth noting that Tesla China has raised the price of its models several times this year because of rising supply chain costs. On March 10, the price of Model 3 all-wheel drive high-performance version rose from 339900 yuan to 349900 yuan, Model Y all-wheel drive version from 347900 yuan to 357900 yuan, and Model Y all-wheel drive high-performance version from 387900 yuan to 397,900 yuan. On March 15, Model 3 rear wheel drive rose from 265652 yuan to 279900 yuan, the price of Model 3 all-wheel drive high-performance version rose from 349900 yuan to 367900 yuan, the price of Model Y all-wheel drive version increased from 357900 yuan to 375,900 yuan, and Model Y all-wheel drive high-performance version rose from 397,900 yuan to 417,900 yuan. The price of the Model Y rear wheel drive version rose to 316900 yuan from 301840 yuan on March 18. In this context, Tesla's price reduction led to a surge in orders is not a strange thing.

Tesla's price reduction may have been planned for a long time. Tesla Musk said in an earlier post on the social platform: if inflation slows, Tesla cars may lower prices. Since September, Tesla has also introduced a lot of preferential policies for buying cars.

On September 16, according to an internal email about Tesla, the owners of domestic Tesla Model 3 and Model Y delivered during September 16-September 30, 2022, if they choose to buy Tesla's in-store insurance, and the insurance includes compulsory insurance and car damage insurance, can enjoy an insurance subsidy of 8000 yuan, which is in the form of a direct reduction of 8000 yuan in car price at the time of delivery. The insurance subsidy policy covers domestic brand-new models, in addition, exhibition cars and non-brand-new cars (without a formal license plate) can also enjoy this preferential policy.

On October 1st, Tesla launched the insurance subsidy activity again. All series models of Model 3 and Model Y (only applicable to unlicensed vehicles) ordered and delivered between October 1 and December 31 in 2022 will enjoy an insurance subsidy of 7000 yuan if they choose to purchase insurance with Tesla's cooperative insurance institution. Tesla official said that the new price after this round of adjustment is the order payment price, can not share the insurance subsidy discount.

Judging from Tesla's recent subsidies and price cuts, many people in the industry pointed out that with the accelerated layout of new energy of domestic brands, the continuous introduction of new products, and the decline in Tesla's market share, Tesla may be forced to start the strategy of exchanging price for quantity. Ma Jian, vice president of Ningbo Automobile Circulation Association, said that although there are some reasons for the decline in raw material costs, some strategic adjustments can be seen in this round of price cuts. Cui Dongshu, secretary-general of the passenger car Market Information Association, said to Tesla that the Chinese market accounts for 1% of Tesla's global sales, and that a sudden sharp price cut in the fourth quarter of this year is undoubtedly a preparation for the sprint of global delivery volume.

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