自$Tesla (TSLA.US)$Since the localization, the price of its model has experienced many ups and downs, but it is still rare to adjust directly from the guiding price.

A reporter from Securities Times e Company visited Tesla, Inc. 's Shanghai store a few days ago. the salesperson told the reporter that all cars picked up before September 30 could enjoy an insurance subsidy of 8000 yuan, and the car price would be reduced when the final payment was delivered. Some industry insiders said that in the highly competitive new energy car companies, "price reduction in disguise" may be a helpless move.

Sprint delivery

After Tesla, Inc. 's preferential policies spread, she attracted a number of consumers to the store for consultation. A reporter from Securities Times e Company saw in a Shanghai store of Tesla, Inc. that the Model 3 and Model Y exhibition cars in the store were full of people. The promotional posters of this preferential policy have not been put up in the store, but consumers have a lot of advice on subsidies.

"I didn't pick up the car when I placed the order two months ago, so I came in time for this event." Mr. Li, the owner of Tesla, Inc., told reporters. There are also consumers who quickly place orders after seeing the news, "the activity will be over in a few days, while the delivery is very fast now, I have placed an order for a Model3." Ms. Wang said she waited and watched for a while and chose to do it in the last few days of the event.

"A lot of people have come to see the car recently, and after this month, there may be no such activity in the future." Tesla, Inc. store sales staff introduced to the reporter, as of September 30, the delivery of all Model 3 and Model Y car owners, if they choose to buy Tesla, Inc. store insurance, and the insurance includes traffic insurance, car damage insurance, will be given insurance subsidy of 8000 yuan. The way of subsidy is to directly reduce the car price by 8000 yuan when the final payment is delivered.

As for the reason for the "reduction of 8000 yuan", the salesperson said, "at the end of the quarter, in order to sprint delivery volume, some cities are now relatively serious and unable to deliver on time, and now it is mainly delivered in Shanghai."

Shanghai factory expands production again

While launching preferential activities, the production capacity of Tesla, Inc. Shanghai Super Factory is also increasing. According to the information of the environmental information disclosure platform of Shanghai enterprises and institutions, the second phase of the production line optimization project of Tesla, Inc. Shanghai Super Factory (Phase I) was completed and debugged on September 1, and the acceptance period is expected to be from September 1 to November 30.

Tesla, Inc. 's financial report in the second quarter of 2022 shows that the Shanghai factory has the highest production capacity of Tesla, Inc., with a production capacity of more than 750000 vehicles. The industry is also expected to have a more significant increase in the production capacity of Tesla, Inc. 's Shanghai factory after the upgrading of the production line.

With the climbing of production capacity and the improvement of the degree of localization, Tesla, Inc. 's delivery speed is also improving. "the main reason for this subsidy of 8000 yuan in insurance is to digest sufficient production capacity and increase delivery." An unnamed analyst told reporters that according to past experience, Tesla, Inc. 's sales volume at the beginning of the quarter was mainly export, while at the end of the quarter it was mainly domestic.

The reporter learned that the Model Y rear wheel drive version is the fastest, with a delivery cycle of only 1-4 weeks, while Model3 and other versions of Model Y have a delivery cycle of 6-10 weeks or more. Store sales staff told reporters that the current pick-up cycle has been greatly shortened, Shanghai stores still have existing cars, but the recent delivery speed is very fast, the number of cars is small.

A disguised price reduction or a helpless move.

Since the beginning of this year, in addition to the rapid offensive of new energy brands of traditional car companies, new energy products from joint venture brands are also squeezing the market space of new car manufacturers. Some industry insiders said that in the highly competitive new energy car companies, "price reduction in disguise" may be a helpless move.

As a matter of fact, Tesla, Inc. 's "price reduction in disguise" is not alone. Other new car-building forces have also launched preferential activities.

The reporter is in$XPeng (XPEV.US)$Shanghai stores learned that XPeng Inc. launched a series of activities such as car booking and battery quality assurance. "We are now in the active period, and the car booking will give the battery a lifetime warranty. In addition, the new car listing booking period also doubles the deposit activities, pay 5000 yuan deposit can be deducted 10, 000 yuan. XPeng Inc. staff told reporters that at present, a gift package worth 3000 yuan can also be given when booking a new car.

In addition, in early September, there was market news that ideal ONE has reduced its price by 20, 000 yuan and will formally stop production in October this year. To this$Li Auto (LI.US)$Store sales staff said that the upcoming sale of the ideal L8 may be tens of thousands of yuan more expensive than the ideal ONE, which is an upgrade to the ideal ONE. "now you can enjoy the final discount of 20, 000 yuan for the purchase of ONE, and the discount may become 15000 yuan next month. Stores have existing car inventory to pick up cars." The salesperson said.

Industry experts believe that the "disguised price reduction" of this new power is more out of the consideration of impacting sales and enhancing competitiveness. Some industry insiders say that terminal discounts or to stimulate sales of "used cars" and appease consumers have little to do with costs.