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"after Tesla sharply reduced prices, the old car owners were busy protecting their rights, while the new car owners placed orders crazily?"

Tesla received orders for 30, 000 new cars within three days after the price cut in China, according to domestic media reports. According to other sources, a number of Tesla stores said that the number of people and trading volume had increased several times. Tesla lifted more than 10, 000 vehicles nationwide on the first day (Friday) of the price reduction, and more than 200 vehicles a day in a domestic city for the next two days (weekends). However, Tesla declined to comment on the reports.

Tesla suddenly announced a price cut on Chinese mainland on Jan. 6, with the starting prices of both domestic models hitting record lows, with Model 3 falling by 2.0-36000 yuan and Model Y by 2.9-48000 yuan. Specifically, the price of Model 3 rear-drive version is reduced by 36000 yuan, the high-performance version by 20000 yuan, the Model Y rear-drive version by 29000 yuan, the long-lasting version by 48000 yuan, and the high-performance version by 38000 yuan.

In addition to Chinese mainland, Tesla has also launched price cuts in Japan, South Korea, Australia and other countries. In the Japanese market, for example, Tesla Model 3 starts at 5.369 million yen and Tesla Model Y starts at 5.799 million yen. The prices of the two models have been reduced by about 10% respectively, which is the first time that Tesla has lowered the price of Japanese cars since 2021.

With the increase in new orders, Tesla's inventory has been gradually digested. According to Tesla's Chinese official website, the domestic delivery time of Model Y rear wheel drive version and long-lasting version has been extended to 2-5 weeks, while the delivery time of Model 3 and Model Y high-performance version is still 1-4 weeks.

With regard to the changes in the delivery cycle, Tao Lin, vice president of Tesla, said in a recent interview, "the delivery cycle also has something to do with effective working hours. For example, there will be a holiday during the Spring Festival, so there are only about two weeks in January. It will not be able to reach full production, and it will certainly be different from that when October is full every day." The corresponding delivery cycle will be different. "

As Tesla cut prices on a large scale again, it was no accident that the incident of safeguarding human rights was triggered again. According to the news exposed on the Internet, many car owners set up "rights protection groups" to link up their respective losses in order to protect their own rights and interests against price cuts, while some car owners went directly to the Tesla service center to seek a solution. Angry Tesla car owners even went directly to the service center to ask for an explanation, asking Tesla to compensate for the corresponding losses.... However, until the press release, Tesla did not launch the relevant "price protection measures" or "compensation plan" for the price reduction.

Tesla sold 55796 vehicles wholesale in China in December 2022, including 13870 for export and 41926 for domestic retail, according to the Federation of passengers. For comparison, Tesla sold 100291 vehicles wholesale in China in November 2022, including 37798 for export and 62493 for domestic retail. Prior to this, Tesla began many price cuts and promotions in the Chinese market since September 2022, the largest of which was Tesla's reduction in the prices of its two models on October 24th, with Model 3 falling by 1.4-18000 yuan and Model Y by 2.0-37000 yuan, followed by a series of promotions in November and December, according to official data. A series of price reduction and subsidy activities do not seem to have brought significant sales growth to Tesla.

Based on this, many media analysts believe that price reduction subsidies failed to effectively stimulate sales, Tesla may not be able to sell in China. However, Tao Lin, vice president of foreign affairs of Tesla, denied this claim, saying in an interview with the media that Tesla used some relatively new ideas, such as the direct operation model, such as price adjustment strategy. I hope to gradually make people think that these ideas are feasible. As for "reducing the price only if you can't sell it", Tao Lin said that it is indeed nonsense. Compared with other enterprises with this dealer model, Tesla's inventory is very transparent. You may see that there are some differences between our production and sales now, mainly because of the large volume, such as some cars on the way of transportation.

On the motivation and logic behind Tesla's vehicle price adjustment, Tao Lin said, "the price adjustment of a product is actually a prediction of cost changes for the following period of time." The 2023 epidemic is almost over, and we believe that the supply chain has largely returned to normal and will not have a variety of unpredictable material shortages as in previous years, leading to cost uncertainty. " At the same time, said, "in a sense, the price adjustment reflects our better planning for the supply chain, what kind of level the vehicle cost will be, and then we will make such adjustments according to this expectation."

Tao Lin also said, "some consumers may also say that I bought it yesterday, and you can't suddenly change the cost overnight, but the fact is that any company will not calculate this cost every day, but on a time period." At the same time, the price of industrial products can not be immediately reflected in the end products, some raw materials may still be used in the contract signed a few months ago, so in fact it will have a certain lag. "

In Tao Lin's view, Tesla's logic is very simple, its terminal price is directly linked to the cost. When the cost changes, Tesla will adjust the terminal price as soon as possible. Of course, fundamentally speaking, there is no problem for Tesla to adjust the price based on cost, nor does it violate market rules, but it is really unfriendly for car owners who have just mentioned a new car, but it is an excellent opportunity for users who are interested in buying Tesla.

After Tesla reduced the price, a screenshot of moments circulated on the Internet, saying that he had pulled a friend to the Tesla service center to protect his rights, but he bought one because it was too cheap. Although it is not known whether it is a real case or a joke, it shows that consumers will not have a problem with money and will choose the model that is most beneficial to them in front of substantial discounts.

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