AutoBeta(AutoBeta.net)01/13 Report--

On January 13th, AITO officially announced that the price of its M5 EV and M7 models will be adjusted. Among them, the adjusted official guidance price of the two M5 EV models is 259800 yuan and 289800 yuan respectively, and the price is reduced by 28800 yuan and 30, 000 yuan respectively; the price of the M7 top model remains unchanged, and the adjusted official guidance prices of the other two models are 289800 yuan and 309800 yuan respectively, with a reduction of 30, 000 yuan.

AITO is the first domestic car brand to follow Tesla's price reduction. Tesla announced on its official website that it will adjust the prices of domestic Model 3 and Model Y. the starting prices of both domestic models hit record lows, with the starting prices of the two models falling to 229900 yuan and 259900 yuan, respectively, of which Model 3 was cut by 2.0 yuan to 36000 yuan and Model Y by 2.0 yuan to 48000 yuan.

In addition to Chinese mainland, Tesla has also launched price cuts in Japan, South Korea, Australia, the United States, much, Norway, Spain, France, Portugal, the Netherlands and other countries. In the United States, for example, Model 3 is reduced by $3000 (about 20200 yuan) to $43990, and Model Y is reduced by $13000 (about 87500 yuan) to $52990.

As for the large price adjustment, Tao Lin, vice president of foreign affairs of Tesla, wrote on her Weibo: "behind Tesla's price adjustment, there are numerous engineering innovations. In essence, it is a unique excellent law for cost control: including not limited to vehicle integrated design, production line design, supply chain management, and even optimizing robotic arm coordination routes in milliseconds." Proceed from the 'first principle' and insist on pricing at cost. "

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). 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.

As the "catfish" of the new energy vehicle market, Tesla's every move affects the whole market, but in the face of such a substantial price reduction, domestic car companies have not announced to follow up in a short time, while AITO is the first car company to announce a follow-up since Tesla announced the price reduction.

In fact, the price adjustment of automobile products is nothing new, but according to the traditional automobile sales channels, the price adjustment is often reflected in the terminal stores of various brands. Therefore, when buying traditional automobile products, consumers tend to "shop around" and run a few more 4S stores to achieve the goal of buying at a lower price. With the arrival of Tesla and the new power of car building, direct marketing has gradually become the sales model of these car companies. When the price adjustment subject changes from a dealer to a whole car factory, the direct impact of users on the price of products is also more direct. Now that AITO has become the first domestic brand to follow Tesla's price reduction, will other car companies follow suit?

However, unlike Tesla, AITO, in announcing the price reduction and taking into account the feelings of car owners who have picked up their cars, compensates car owners who have picked up their cars before 08:30 on January 13, with a total value of 33000 yuan to 35000 yuan, including extending the vehicle warranty to 8 years / 160000 km and giving 120000 AITO points, while asking M5 that M5 can enjoy 2 years of basic maintenance. To put it simply, the price reduction of AITO is not much worse than that of Tesla, and it also takes into account the feelings of old car owners, so that new and old car owners are treated equally to avoid the occurrence of rights protection incidents. From this point of view, the practice of AITO is really worth learning from Tesla.

At present, the models on sale in AITO include M5 and M7, in which M5 is divided into extended-range version and pure electric version, while M7 only provides extended-range version. This price reduction is mainly M5 EV and M7. The M7 went on sale on July 4, 2022, with the latest price of 289800 yuan for the comfortable version and 309800 yuan for the deluxe version, with both models reduced by 30, 000 yuan. M5 EV went on sale on September 6, 2022. The latest price of the standard version is 259800 yuan, with a price reduction of 28800 yuan. The latest price of the four-wheel drive performance version is 289800 yuan, with a price reduction of 30, 000 yuan. Industry insiders believe that the announcement of price reduction by AITO is a positive hard steel between the two new energy car companies.

AITO said that since its official delivery in March 2022, the AITO series has delivered more than 75000 vehicles, making it one of the fastest-growing new energy vehicle brands. Data from the Federation of passengers show that the cumulative sales of the M5 and M7 are 56855 (including EV) and 21226 respectively.

In fact, the AITO world announced a price reduction, there are a lot of small ideas worth digging. First of all, AITO is the first brand to follow Tesla's price reduction, which itself is a hot news. Secondly, the price reduction at the same time, but also to the old car owners to provide a certain degree of compensation, won a reputation. Finally, AITO announced a reduction in the prices of M5 EV and M7 models, and there was no price reduction in the extended range version of M5. This price reduction is more like a marketing campaign, attracting traffic with the price reduction of M5 EV and M7, which accounts for a relatively small proportion of sales, bringing more store passenger flow, while compensating for the rights and interests of old car owners because the proportion is not high, the cost can also be controlled.

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