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零售份额降0.8、新Model Y“逆势”涨价 特斯拉“闯关”2025

Retail market share decreased by 0.8, new Model Y raised prices against the trend, Tesla aims to break through in 2025.

cls.cn ·  17:20

On January 10, Tesla China announced the launch of the revamped Model Y, which is expected to start deliveries in March; at the same time, Tesla's official website also launched a new rear-wheel drive version of the Model 3, priced from 0.2355 million yuan, which is an increase of 3600 yuan compared to the previous rear-wheel drive version.

According to Caixin, on January 10, reporter Liu Yang reported that after much anticipation, the new Model Y from Tesla has finally come online.

On January 10, Tesla China announced the launch of the revamped Model Y, which is expected to start deliveries in March. This Model Y offers two versions: the rear-wheel drive premier version and the long-range all-wheel drive premier version, priced at 0.2635 million yuan and 30.35 million yuan respectively. In terms of autonomy driving hardware, the revamped Model Y has also been upgraded to AI 4 (HW 4.0).

Upon the release of the news, the term 'Tesla Model Y' quickly climbed to the top of trending searches. Tesla's vice president Tao Lin stated that the WeChat official post regarding the revamped Model Y exceeded 0.1 million views within 5 minutes. Meanwhile, Lei Jun, the founder, chairman, and CEO of Xiaomi, promptly responded to Tesla's Weibo content regarding the 'revamped Model Y', saying 'Okay'.

'Today's (new Model Y) orders are booming.' A Tesla salesperson told Caixin reporters that the price of the old Model Y is more than 0.24 million yuan, currently with a 0.01 million yuan discount and five years of interest-free payments. In contrast, the price of the new Model Y has increased by nearly 0.02 million yuan, 'but today, there are still more customers placing deposits for the new model.'

As the first market in the world to sell the revamped Model Y, the importance of the Chinese market is evident. According to the latest data from the Passenger Vehicle Association, Tesla's Shanghai Gigafactory is expected to deliver over 0.916 million vehicles in 2024, accounting for half of Tesla's global deliveries. Among them, Tesla's sales in China are expected to exceed 0.657 million vehicles in 2024, an increase of 8.8% year-on-year; the Model Y leads the annual sales of Passenger Vehicles with a cumulative sales figure of 0.48 million.

While launching the new Model Y, Tesla's official website also introduced the new rear-wheel drive version of the Model 3, starting at 0.2355 million yuan, which is an increase of 3600 yuan compared to the previous rear-wheel drive version; however, the CLTC range has increased from 606 km to 634 km.

'Although the price increase will affect sales to some extent, Tesla's brand influence and technological advantages can still attract a large number of consumers.' Industry insiders believe that Tesla has always adjusted its pricing according to material price fluctuations, so the increase in prices for Tesla's two main models is likely due to rising material costs at the end of the year. 'Price increases and decreases for new vehicles are quite common for a company like Tesla.'

In fact, since the second half of last year, Tesla's pricing strategy to "push sales" in the Chinese market has been quite apparent. In July 2024, Tesla launched a 5-year interest-free benefit policy for the first time, with a discount period of one month, but this has been extended multiple times, remaining effective in January 2025; on December 24, Tesla China revealed another major move, allowing immediate purchase of Model Y with a tail payment reduction of 0.01 million yuan, which can be combined with national subsidies, making the actual purchase price of Tesla the lowest ever after the dual "subsidies."

Factors prompting Tesla to adjust prices include BOM costs and the competition from numerous domestic brands as a major reason. An incomplete count by journalists shows that throughout 2024, new products from companies such as Xiaomi SU7, Leado L60, ZEEKR, Zhijie, Zhiji, Avita, and Lantu have all positioned their competitors against Model Y. According to data from the Passenger Car Association, Tesla's market share in the domestic new energy passenger vehicle retail market fell by 0.8 percentage points in 2024 compared to 2023.

"As the electric vehicle market matures and competition intensifies, Tesla needs to continually adjust its product line, pricing strategy, and marketing strategy to better meet consumer demands in order to maintain its leading position," said an industry insider. Moreover, Tesla needs to closely monitor market dynamics and changes in consumer demands to develop a reasonable market strategy. In particular, in the Chinese market, Tesla needs to gain a deeper understanding of the needs and cultural background of Chinese consumers to launch products and services that better align with the characteristics of the Chinese market."

On January 9, Cui Dongshu, Secretary-General of the Passenger Car Association, stated at the annual analysis meeting of the national passenger vehicle market that the 3% decline in Tesla's delivery volume from the Shanghai Gigafactory in 2024 does not signify much, "its production capacity and profit margins are already at high levels, but the dealer mechanism lacking inventory reserves to respond to market fluctuations."

The translation is provided by third-party software.


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