AutoBeta(AutoBeta.net)12/19 Report--

Recently, in order to stimulate the vitality of the city and create a good consumption atmosphere, Shenzhen launched the "HiGo Nanshan" car consumption coupon activity. It is understood that the activity time is from December 18,2022 to January 31,2023, eligible consumers can apply! Within the total budget of RMB 100 million yuan, the cloud flash payment coupons shall be reviewed and issued in the order of the complete set of information successfully uploaded by individual consumers in the background and meeting the requirements.

The specific contents are as follows: According to the purchase invoice amount (including tax price) of a single automobile, cloud flash payment consumption coupons are issued in three levels: the first level: the purchase invoice amount is 150,000 yuan (excluding)-250,000 yuan (inclusive), and cloud flash payment consumption coupons are issued according to the standard of 6000 yuan for fuel vehicles and 8000 yuan for new energy vehicles; The second level: the purchase invoice amount is 250,000 yuan (excluding)-400,000 yuan (inclusive), and cloud flash payment consumption coupons are issued according to the standard of 10,000 yuan for fuel vehicles and 12,000 yuan for new energy vehicles; The third level: If the invoice amount of car purchase is more than 400,000 yuan (excluding), cloud flash payment consumption coupons shall be issued according to the standard of 20,000 yuan.

In response to this policy, Tesla also issued relevant posters saying that subsidies are about to expire, with a cumulative maximum of 33,000 yuan. In addition, it was pointed out that all existing subsidy policies could be superimposed. It is understood that Tesla since October, has launched a number of subsidy preferential activities.

On December 7, Tesla launched a "limited-time promotion benefit". From December 7 to December 31, consumers who purchase eligible Tesla cars will receive an additional 6000 yuan in cash and 20,000 points. On December 2, Tesla officials announced another "discount". Consumers who buy current cars in December and pick up their cars on schedule can enjoy 4000 yuan insurance subsidy; in addition, consumers who order Model 3 or Model Y models on the time-limited line and complete delivery will receive 20,000 "treasure box" points reward, which can be exchanged for 5000 kilometers of overcharged mileage, roof luggage rack and other gifts. On November 8, Tesla China also issued preferential policies saying that from November 8 (inclusive) to November 30 (inclusive), the final payment can be reduced by 8000 yuan when purchasing the automobile insurance combination of the existing car and cooperative insurance institution and completing the car withdrawal on schedule; from December 1 (inclusive) to December 31 (inclusive), the final payment can be reduced by 4000 yuan; If several preferential subsidies are added together with the original 11088 yuan new energy state subsidy, it is estimated that if Tesla is purchased in December, the accumulated subsidy will reach 33,000 yuan.

Of course, preferential policies are not only in the domestic market, Tesla's U.S. market was also reported in December, starting a round of price cuts of $3750. Tesla said the offer was a time-limited offer that would require owners to pick up their cars in December 2022 to enjoy the credit, and the $3750 was exactly half of the $7500 limited tax credit for new energy vehicles in the United States, which would take effect in January.

In response to Tesla's frequent launch of preferential policies, some insiders pointed out that this move is either to digest inventory, sprint year-end sales. "Without more promotions, Tesla's new orders from the Chinese market in December could return to 25,000." Cui Dongshu, secretary-general of the National Passenger Car Market Information Association, also said that Tesla's launch of "limited-time promotional benefits" may be due to Tesla's current order pressure, and many existing cars have not been sold as scheduled.

On the issue of orders, earlier media reports said Tesla plans to reduce production capacity at its Shanghai plant by about 20%. According to people familiar with the matter, the move is related to demand in the Chinese market not meeting Tesla's expectations, but also Tesla's decision after assessing its recent performance in the domestic market, Tesla has enough flexibility to increase production if demand increases. However, Tesla later said in response to the news: "Reports that the company's Shanghai factory will reduce production are untrue, and Tesla's Shanghai Super Factory production rhythm is normal."

As far as Tesla is concerned, the importance of the Chinese market is self-evident. It is its largest automobile export center in the world and another main battlefield besides the US market. Tesla's market share in the Chinese market is also in crisis as domestic self-owned brand car companies accelerate their electric layout. Tesla China delivered 318,200 vehicles from January to September 2022, with a market share of 8.2%, according to the association. Tesla has launched a variety of promotions in the Chinese market since October in order to rapidly increase orders, but the data show that Tesla China delivered 335,400 vehicles in the first October, with a market share of 7.6%. In contrast, BYD's share of the domestic new energy vehicle market is showing a rapid growth trend, with BYD's market share reaching 30.7% in the first 10 months of this year.

Earlier Tesla CEO Elon Musk said Tesla's global sales would grow by more than 50% in 2022 compared with 2021, mainly due to the start of new plants and increased production at existing plants, but Tesla's global delivery performance in the first three quarters was not easy. Official data show that Tesla delivered 908,000 new vehicles worldwide in the first three quarters of 2022, which means Tesla needs to deliver more than 500,000 new vehicles in the fourth quarter, up at least 45.7% month-on-month, according to Tesla's sales target of 1.5 million vehicles for the whole year. Tesla has little chance of achieving this goal. In a previous conference call, Tesla Chief Financial Officer Zachary Kirkhorn said. Tesla is unlikely to achieve a 50% increase in full-year deliveries this year. However, with policy support this time, Tesla sales may be expected to sprint in December.

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