AutoBeta(AutoBeta.net)02/10 Report--

On February 10, Tesla's official website in China showed that the starting price of the Model Y rear-wheel drive version rose by 2000 yuan, from 259,900 yuan to 261,900 yuan. In addition, the price of the Model 3 and other versions of the Model Y remain unchanged. According to the official website, the current Tesla Model Y rear-wheel drive version, long-endurance version of the expected delivery cycle is 2-5 weeks, while the Model Y high-performance version of the expected delivery cycle is 1-4 weeks.

"Tesla Model Y price reduction of 2000 yuan" instantly appeared on Weibo hot search, netizens posted relevant comments on this: "Excuse me, the price has increased, before those car owners come to make up for the price difference","Tesla actually also increased the price","Car owners want to protect their rights again! Pull the banner to make up for the difference "," cheap I want to take, lose I do not do "...

A month ago, Tesla announced a price cut. On January 6, Tesla China adjusted the price of its Model 3 and Model Y, among which Model 3 dropped 20,000 - 36,000 yuan and Model Y dropped 29,000 - 48,000 yuan. The starting prices of the two models were 229,900 yuan and 259,900 yuan respectively. The starting prices of the two domestic models reached record lows. Subsequently, Tesla announced price cuts in Japan, South Korea, Australia, Germany, France, Spain, Portugal, the Netherlands, Britain, Norway, the United States and other countries, ranging from 1% to 23%, following a sharp price cut in the Chinese market.

Tesla's performance in the end market has been remarkable after its official price cut. It is understood that after Tesla's price reduction, the number of passenger flow and orders in Tesla stores in second-tier and third-tier cities in China increased sharply, and the number of orders in stores in some cities increased by 500% compared with December. Tesla's wholesale sales in China in January were 66051 vehicles, up 10.3 percent year-on-year, including 26843 domestic retail sales and 39208 exports, second only to BYD (150164), according to the association.

According to the financial report, Tesla achieved operating income of US $81.462 billion in 2022, up 51.4% year-on-year, including US $67.21 billion in automobile sales revenue, up 52.32% year-on-year; net profit of US $12.556 billion, up 127.8% year-on-year; gross profit margin of 25.6%; profit margin of 15.4%. It is not difficult to see from the data that Tesla's gross profit margin is much higher than that of other car companies. As long as Tesla wants to cut prices, it can sacrifice some profits for sales at any time, and the room for price reduction will not be small.

It is worth noting that more than half a month after Tesla officially announced price cuts, a number of traditional car companies began to rise prices against the trend. "Auto Industry Concern" learned from Jeep official website that the official guidance price of Jeep Wrangler's full range of models rose by 10,000 yuan, and the price range after the rise was 459,900 ~ 634,900 yuan. Jeep said that the guidance price rise was related to the cost rise. In addition, BMW brand in the domestic sales of a variety of models including X1, X3, X5, i3, i4, iX3, 2 series, 5 series, 6 series, 8 series and other guidance prices are raised, the highest increase reached 20,000 yuan. Among them, 5 series models rose 2600 yuan-19600 yuan, X3 models rose 2700 yuan-7100 yuan, X5 rose 7000-17000 yuan. As for the reasons for the price increase of some BMW models, BMW said that the main reasons for the price increase of some models were due to inflation worldwide, rising raw material and logistics costs and shortage of supply.

After entering 2023, many automobile enterprises have also raised the prices of their new energy models due to the rising prices of raw materials. BYD, FAW-Volkswagen, Changan Deep Blue, GAC Ai 'an and other automobile enterprises have successively announced price increases. Among them, BYD announced to adjust the price of its Dynasty series and Ocean series models, with an overall increase of 2000 yuan ~6000 yuan.

On the one hand, the price increase of new energy vehicles is due to cost considerations, on the other hand, it is caused by the cancellation of national subsidies for new energy vehicles. However, the impact of small price increase on the sales volume of new energy head vehicle enterprises with certain market inertia in high-speed growth is relatively limited, while for some models with poor sales volume, the reason for choosing price increase this time is mainly to follow the wind strategy to improve their gross profit. On the surface, the reason why fuel vehicles choose to raise prices is due to rising costs, but in fact, more lies in the price comparison effect with the general price increase of new energy vehicle head enterprises, so not all fuel vehicle enterprises will follow up the price increase. According to the passenger association data show, January passenger car market retail sales of 1.293 million vehicles, Year-on-year decline of 37.9%, Annulus month-on-month decline of 40.4%, No matter the year-on-year growth rate or month-on-month growth rate is the lowest January data since this century, The car market did not achieve January start, This is in line with the expected reasonable trend. Among them, 332,000 new energy passenger cars were sold, down 6.3% year-on-year and 48.3% month-on-month. Cui Dongshu, secretary-general of the Passenger Car Market Information Joint Conference of China Automobile Circulation Association, also said that if there is no policy support, it is estimated that the overall retail sales volume of passenger cars in China will be 20.6 million in 2023, and zero growth may occur.

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