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Recently, since Tesla China announced a big price cut on January 6, although it has aroused the dissatisfaction of some old car owners, it has been frantically soliciting new orders because of the price reduction.

According to the sales staff of Tesla Guangzhou Tianhuan experience Store: after the price reduction, Tesla's order volume has increased significantly, the national sales volume has increased several times, and the customers of the store have also surged. Ten cars were sold in half an hour, and more than 500 have been sold since January. At the same time, it also said that the best-selling model is the long-lasting version of the Model Y. It is understood that the price reduction of the long-lasting version of Model Y is 48000 yuan, and the price is reduced to 309900 yuan from 397900 yuan earlier.

In fact, every time Tesla cuts prices, he can get a lot of orders. On October 24 last year, Tesla China announced that the domestic Model 3 and Model Y models were on sale, with an overall price reduction of 1.4-37000 yuan, of which the largest price reduction was Model Y, with a price reduction of 37000 yuan for the long-lasting version and 28000 yuan for the rear wheel drive version, plus the standard "cold silver" car paint (8000 yuan on the official website) can be purchased for free, equivalent to a price reduction of 36000 yuan. This also causes the terminal store order to soar instantly. According to a staff member of a store in Tesla, "they received a sudden notice of price reduction on October 24, and the number of inquiries and orders increased sharply in the next three days. In these three days, individuals have sold 21 cars, about the usual monthly sales."

Why Tesla suddenly reduced the price and the order was full, which may be related to Tesla's repeated price increases on his models due to rising supply chain costs and Tesla brand halo. The price reduction in Tesla China in January was greater than that of last year, and it is more likely to cause users to place a large number of orders. Earlier, media reported that Tesla China had received orders for 30, 000 cars in three days after Tesla announced a price cut on January 6. At the same time, there is also news that Tesla picked up more than 10,000 cars nationwide on the day of the price reduction. However, with regard to the above news, Tesla said that he "will not comment." With the increase in new orders, Tesla's delivery time has also been extended. 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 that of Model 3 and Model Y high-performance version has been extended to 1-4 weeks.

Tesla's price reduction not only brings dissatisfaction from old car owners and crazily soliciting new orders, but also has a certain impact on domestic new car-building forces. On January 6th, under the influence of Tesla's announcement of a price reduction, the share prices of the new forces of car-building plunged one after another. Lulai Motor fell by 4.65%, Xiaopeng Motor fell by 15.08%, and ideal car fell by 9.16%.

In addition, the price reduction storm of Tesla also caused the price of Tesla's secondary market to fall sharply. Some used car markets even put up the slogan "do not accept Tesla". According to the person in charge of the used car market told the media: second-hand cars are different from other commodities, they are low-margin and low-risk commodities with strong liquidity. In the current Guangzhou used car market, the average loss of a Tesla is 30, 000 to 40, 000. It is an exaggeration for car dealers to lose 30,000 to 40,000 yuan, because the gross profit of a used car is generally about 10,000 yuan. If a used car loses 30,000 to 40,000 yuan, it is two or three times that of other cars. At the same time, said: second-hand car dealers charge Tesla, the commercial risk coefficient is very high.

There are also industry insiders said: "after a sharp official drop in October 2022, Tesla new car guidance prices fell, resulting in a greater impact on the used car market, the speed of its depreciation, market fluctuations, become second-hand car dealers in the eyes of the 'hot potato'. If you take into account the factor of Tesla's official downgrade again in early January 2023, the high probability of preserving value of Model Y and Model 3 in January this year will not be optimistic. "

At present, the main reason for Tesla's price reduction has something to do with the oversupply in Tesla's market. It is understood that Tesla expanded its production capacity to 750000 vehicles per year last year, but the corresponding order volume did not increase accordingly, and the actual market performance did not achieve the desired results. Relevant data show that Tesla produced 439701 cars and delivered 405278 vehicles in the fourth quarter of 2022. In 2022, Tesla produced a total of 1369611 cars and delivered a total of 1313851 vehicles. Otherwise, it can be seen from the data that Tesla's capacity is excessive. In this context, Tesla is likely to reduce prices in the future.

In addition, some industry insiders pointed out that in the environment of rapid iteration of new energy vehicle products, the automobile life cycle is also shortening. When the growth rate of the product slows down, the price will be reduced when it cannot be sold, even to less than 200000. Even so, Tesla can still make money. However, with regard to the saying that "we can't sell and reduce prices", Tao Lin has publicly responded: "I think it is nonsense to say that we (Tesla) cut prices because we can't sell. 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, like some cars on the way of transportation."

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