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According to Tesla's official news, Tesla launched another "time-limited promotion benefit" on December 7. From December 7 to December 31, consumers will give an additional 6000 yuan in cash and 20, 000 points for consumers to buy eligible Tesla cars.

Tesla China official website

However, this "extra 6000 yuan cash reduction activity" is only for existing cars, that is, you need to use existing car tools to order existing cars, and pick up the car in December to enjoy this benefit. The specific mode of operation requires the store sales staff to check whether there is an existing car from the "existing car tool" before placing an order. In addition, Tesla customer service also said that the current car lift direct reduction of 6000 yuan can superimpose the previous 4000 yuan insurance subsidy, equivalent to the purchase of domestic Model 3 and Model Y existing cars this year, the actual cash subsidy can reach 10, 000 yuan.

Tesla customer service

It should be noted that over the past month and a half, Tesla has "reduced prices" many times. On October 24th, Tesla lowered the price adjustment of Model3 and ModelY on sale in Chinese mainland area. This is the first price reduction of Tesla's model since "six consecutive increases" this year. The starting price of the adjusted Model3 model is 265900 yuan. The starting price of Tesla's ModelY model is 288900 yuan (all after subsidies), of which Model3 is down by 1.4-18000 yuan and ModelY by 2.0-37000 yuan. Fourteen days later, on November 8, Tesla China issued another poster saying that from November 8 (inclusive) to November 30 (inclusive), purchase the car insurance portfolio of existing cars and cooperative insurance institutions and complete the pick-up on schedule, the final payment can be reduced by 8000 yuan; from December 1 (inclusive) to December 31 (inclusive), the final payment can be reduced by 4000 yuan On December 2, Tesla officially cut prices again, saying that consumers who buy existing cars in December and pick up their cars on time will enjoy an insurance subsidy of 4000 yuan. In addition, consumers who place orders for Model 3 or Model Y models online and complete delivery will receive a bonus of 20, 000 "treasure chest" points, which can be exchanged for gifts such as 5000 km mileage limit and roof luggage rack.

"without more promotions, Tesla's new order from the Chinese market could return to 25000 in December," said industry insiders, adding that the increase in production at the Shanghai factory could not be fully absorbed by exports. This time Tesla once again launched the "time-limited promotion benefits" or in order to digest inventory, sprint sales at the end of the year. Relevant data show that in October 2022, Tesla Shanghai Super Factory produced a total of 87706 Model3 and Model Y, delivered 71704 vehicles, inventory 16002, there is a "inventory on the high side" phenomenon. Since the equipment upgrade of Tesla's Shanghai factory in early August this year, the factory's production capacity has increased by about 127% compared with the same period last year. At present, the factory's production capacity has been increased to 1.1 million vehicles, making it Tesla's super factory with the highest production capacity.

Not long ago, it was rumored online that Tesla planned to reduce the production capacity of the Shanghai factory by about 20 per cent. According to people familiar with the matter at that time, the move was related to the fact that the demand in the Chinese market did not meet Tesla's expectations, and it was also a decision made by Tesla after assessing his recent performance in the domestic market. Tesla has enough flexibility to increase production if demand increases. The news was later officially denied by Tesla, Tesla said: "the report that the company's Shanghai factory will reduce production is not true, Tesla Shanghai super factory production rhythm is normal."

Cui Dongshu, secretary-general of the National passenger car Market Information Association, analyzed that the re-launch of Tesla's "time-limited promotion benefits" may be due to the greater pressure on orders that Tesla is currently facing, and many existing cars have not been sold as scheduled. Under several rounds of promotions, Tesla's sales have improved significantly. According to the latest data from the Federation of passengers, Tesla's wholesale sales in November were 100291, an increase of 89% over the same period last year, and a month-on-month increase of 40%, setting a new monthly delivery record. Tesla China expects that Shanghai factory production this year may hit 750000 vehicles, that is, December sales are still expected to reach about 100000 vehicles. By the end of November, Tesla's Shanghai factory had delivered a total of 655069 new cars in the first 11 months of 2022.

Although Tesla took the lead in announcing a price reduction, not all car companies adopted this way to stimulate sales. Except for a few car companies such as Ford Electric Horse and Mercedes-Benz to follow the price reduction, other car companies adopted different promotional methods, such as the introduction of time-limited price protection policy or price increase to seize more orders. Among them, Xiaopeng Automobile, Changan Automobile, AITO Jijie, Geely Motor and Euler adopt the time-limited price guarantee policy; Lantu Automobile launches "Land compensation", and Lan FRE will provide a maximum local financial subsidy of 30000 yuan on December 31, 2022. BYD, GAC Ean, Skyline Automobile, Dongfeng EV New Energy and BAIC manufacturing brands have adopted "alternative" programs-price increases to stimulate sales.

Cui Dongshu said: "year-end purchase tax subsidies and new energy subsidies will promote early purchase before expiration, and advance consumption before the Spring Festival next year is expected to be more reflected at the end of the year." As for whether more car companies will announce price cuts or price increases to stimulate sales, Cui Dongshu said that price adjustment mainly depends on market supply and demand, and there will be no large-scale price cuts for new energy vehicles from the end of this year to the beginning of next year, but there may be a small round of price increases, and several car companies may follow suit.

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