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On February 3, the Federation of passengers released the wholesale sales of new energy passenger car manufacturers in January 2023. It is estimated that the wholesale sales of new energy passenger car manufacturers in January will be 410000, down 45% from the previous month, which is basically the same as the same period last year. Subdivided into the major car companies, affected by the traditional Spring Festival in January, the sales of most new energy car companies have declined to varying degrees, and the "Wei Xiaoli", which has released sales data, all declined month-on-month.

According to the data of "New Energy Wholesale sales in January" released by the crew Federation, Tesla's sales performance in China is more eye-catching. Tesla's wholesale sales in China in January 2023 were 66051 vehicles, up 118.4% from the previous month and 10.3% from the same period last year, second only to BYD.

"Automotive Industry concern" believes that Tesla's sales volume in China to achieve month-on-month and year-on-year growth is related to its "price for volume" product strategy. Tesla China cut prices on an unprecedented scale on January 6, 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.

According to the official website, Model Y rear-wheel drive and dual-motor all-wheel drive are expected to be delivered in 2-5 weeks, high-performance versions are expected to be delivered in 1-4 weeks, and Model 3 rear-wheel drive and dual-motor all-wheel drive versions are both expected to be delivered in 1-4 weeks. According to media reports, an internal memo from Tesla shows that Tesla plans to increase production at his Shanghai factory in the next two months (February and March) due to a surge in orders caused by Tesla's massive price cuts. to meet the surge in demand for Tesla models after sharp price cuts in China and Europe. In response to the above news, Tesla said that the authorities have no relevant information for the time being.

Tesla's Shanghai plant currently has a capacity of about 15000 vehicles a week, and the internal memo shows that the plant has an average capacity of about 20, 000 vehicles a week, close to the level of September last year. For reference, the Shanghai factory produced a total of 82088 Model 3 and Model Y cars last September.

Another analysis pointed out that the increase in the production capacity of Tesla's Shanghai factory is related to the lower-than-expected increase in factory capacity in the United States and Germany. Nai asked that Tesla's "price for quantity" product strategy is not limited to the Chinese market. In January, Tesla also cut the prices of Model 3 and Model Y models in the United States, Britain, Germany, France and other countries around the world.

The latest news shows that Tesla's price reduction has been extended to Taiwan and South Korea. According to Tesla's Taiwan official website, the current price of the Model YLong Range version has been reduced to NT $2.1199 million, a price reduction of NT $180000 or 7.8% for the latest performance version of NT $2.3799 million, a price reduction of NT $220000 or 8.4% for the latest price of the RWD version, including the latest price of NT $1.6949 million for the RWD version, a drop of 3.4% for the latest price of NT $2.0849 million for the long Range version, a drop of 6.7%. The latest price of the Performance version is 2.2689 million yuan, a decrease of 8.1%. Tesla's South Korean website showed that the Model Y Performance was 82.69 million won, down nearly 13% from January. The price of the RWD version of the model 3 was 59.9 million won, down more than 5% from a month ago.

Tesla Taiwan official website

Tesla Korean official website

Tesla CEO Musk previously responded to the news of "Tesla's global price reduction". Musk said: "the price adjustment did have an impact on ordinary consumers, pointing out that market demand was twice as much as output in January." The price reduction of Tesla in China in January can be called "unprecedented", in the price advantage, the increase in sales is not surprising.

As for the sales forecast for 2023, Musk said that without external interference, Tesla's global sales are expected to be 2 million vehicles in 2023. It should be noted that Tesla's Chinese market is Tesla's second largest market in the world, and it is also the most competitive market. As a reference, Tesla delivered a total of 1.314 million vehicles worldwide in 2022, an increase of 40.3% over the same period last year, of which retail sales in China were 439800, an increase of 37.1% over the same period last year, accounting for 33.47% of the total sales. Tesla cut prices sharply in the Chinese market since October 2022, and the move of "sharp price reduction" is considered as "Tesla can't sell". On the one hand, the new car-building power headed by Wei Xiaoli is rising rapidly, on the other hand, independent brands such as BYD are rapidly laying out new models. Under the increasingly fierce competition for electric cars, the competitive pressure of Tesla Model 3 and Model Y models has increased sharply.

The Federation pointed out that after the withdrawal of state subsidies for new energy vehicles, the national new energy passenger vehicle market quickly entered the freezing point as scheduled in January, and then gradually warmed up. As the sales time before the Spring Festival is only 20 days, the new energy car market has not yet fully recovered. As a result, the loss of more than seven days of effective sales time during the Spring Festival in January, coupled with drastic changes in sales after New Year's Day, led to a sharp drop in overall manufacturer sales in January compared with December. With the recent obvious price reduction trend of lithium carbonate, some manufacturers took the initiative to slow down production and sales in January to achieve homeopathic recuperation before the Spring Festival. It is expected that the new energy vehicle market will get off to a good start in February, achieving year-on-year and ring-to-ring growth.

In other words, the competition in the car market will officially begin after the Spring Festival, and under the general trend that new energy vehicles have gradually become the mainstream, it means that the competition for electric vehicles will become more and more fierce. As for Tesla, who relies on the product strategy of "price for quantity" in this environment, it is worth studying how long the right to speak can be mastered.

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