The ultra-long "standby" Tesla, Inc. rights incident has made the latest progress.

Recently, Ms. Tesla, Inc. in Anyang, Henan Province, issued a statement saying that in the absence of any evidence, some false statements made by Tesla, Inc. and Tao Lin, vice president of foreign affairs of Tesla, Inc., have had a serious impact on their personal and family life. In response, she has submitted a civil complaint to the court to sue Tesla, Inc. and Tao Lin.

After causing a "storm of public opinion", most people are waiting to see Tesla, Inc. 's "joke". After all, there is a precedent. In 2018, Dongfeng Honda suffered a sharp decline in sales due to the "oil gate" incident. Among them, Dongfeng Honda's sales fell 13.4% in the first half of 2018. At that time, total car sales in China maintained a 4% year-on-year growth, and Dongfeng Honda was one of the few automakers to decline. Honda's CR-V sales halved for the whole of 2018, dragging Dongfeng's overall sales down 4.1 per cent year-on-year in 2018.

However, before that, Tesla, Inc. had just handed over a beautiful "report card". In 2021, the total delivery volume of Tesla, Inc. was 185000 vehicles, an increase of 108.9% over the same period last year, a record high; revenue of US $10.389 billion, an increase of 73.6% over the same period last year; and a net profit of 1.052 billion yuan belonging to ordinary shareholders under Non-GAAP, an increase of 363.4% over the same period last year.

Among them, the delivery volume of Tesla, Inc. in the Chinese market reached 69000 in the first quarter, three times that of the same period last year and accounting for nearly 37% of global sales. Revenue in China reached US $3.043 billion, up 238% from US $900 million in the same period last year. It accounted for 29.3% of Tesla, Inc. 's revenue in the first quarter. The Chinese market is still Tesla, Inc. 's second largest market in the world, but the size of the market with the United States is further reduced.

Will Tesla, Inc. 's potential customers stay away from it because of this incident? With such doubts, "Shen Xiang" recently visited several Tesla, Inc. experience stores.

The number of people entering the store is not decreasing.

Tesla, Inc. has attracted a lot of attention since he entered the Chinese market, and he seems to have a "fire-prone constitution". According to incomplete statistics, Tesla, Inc. has been searched more than 230 times since 2014, far more than other car companies.

In this rights protection incident, unlike the "verbal criticism" on the Internet, the owner of Tesla, Inc. in the Eye of the Storm, the atmosphere is relatively calm. A car owner said that if Tesla, Inc. really has safety risks, this incident is a "mine clearance" for car owners; even if not, I believe the service will be improved. "Musk is an extreme element, a company with such a madman. Anything is possible with its products, and it's not uncommon for good or bad. "

At present, the April sales data have not yet been released, so the direct impact of rights protection on sales has not yet been reflected. However, Shenxiang recently visited several Tesla, Inc. experience stores in Beijing, including Qiaofu Fangcao and South fourth Ring Road, and found that the number of customers entering the store had not been greatly affected. In some stores, about 7 groups of guests entered the store within 40 minutes.

At the same time, a number of Tesla, Inc. employees also said that although they were caught in a whirlpool of public opinion, the order situation was not greatly affected. "on the contrary, they made another wave of advertising for Tesla, Inc., almost whoring."

In addition, car owners who have recently booked may find that they have to wait longer to get the car. Some netizens said that when booking a car on April 20, it was shown that it would take 3-5 weeks to pick up the car, but now it shows that it would take 5-7 weeks. "I was hoping that someone would cancel the reservation or postpone picking up the car, so that I could mention the car earlier." "

However, Tesla, Inc. suffered a "siege" at the same time, car owners and prospective owners are also under tremendous pressure, and indeed some potential consumers choose to wait and see. After all, the car is not only a means of transportation, but also has an extra layer of social function.

Some netizens said on the forum, "solve it quickly, or else the car owner will be scolded, I will have no choice. I am going to be anxious when I ask me why I am still driving Tesla, Inc.."Today, I went to see Model 3, but let's wait and see first. after all, safety comes first."

At the same time, Tesla, Inc. also issued a statement saying that in the past few days, all Tesla, Inc. cyclists have been under undue pressure, and they are extremely sorry for this. But the subtle thing is, under this Weibo Corp, the most comments are "how long have you been in this situation?" "

Indeed, when the owner of Tesla, Inc., you need to have a "strong" heart. Prior to this, Tesla, Inc. cut prices many times in order to increase sales as soon as possible. According to incomplete statistics, Tesla, Inc. has adjusted prices more than 10 times since February 2019.

Although this will drive new consumers to place orders, it also makes old car owners feel "hurt", and even some car owners go to Tesla, Inc. stores to protect their rights. Netizens like to call Tesla, Inc. car owners "leeks" and "cut" when needed. The only difference is, are you a "new leek" or an "old leek"?

In contrast, the price system of traditional car companies, the first is to establish a relatively stable official guidance price, each 4S store in the specific sales process, will give part of the discount according to the manufacturer's policy and sales target. Some balance has been maintained between new and old car owners because of the open official guidance price and the less transparent actual sales price.

In view of the recent pressure on car owners and the May Day short holiday, Tesla, Inc. introduced benefits for new and old car owners: free use of EAP (enhanced autopilot) for 45 days, free use of super charging stations during the May Day holiday, and a 75% discount for the replacement of air-conditioning filter elements. Behind this is to appease the old car owners on the one hand and stimulate consumers to place orders as soon as possible on the other hand.

Who is buying Tesla, Inc.?

Tesla, Inc. officially entered China in April 2014, when Musk first came to China to deliver products to the first batch of car owners. The first batch of car owners include Wang Dongfeng, Li Xiang, Yu Yongfu, Pan Yanming, Xu Liang, Dong Xiaoli and other 8 entrepreneurs. In addition, Lei Jun, Chao Guowei and other IT technology leaders are also Tesla, Inc. 's first fans.

In the following years, Tesla, Inc. 's development in China has mainly gone through three stages:

• The first stage was from 2014 to 2019, when the sales in China were mainly imported Model S and Model X, with monthly sales hovering around 4000 vehicles.

• In the second stage, from 2019 to 2020, Model 3 was officially localized, the price entered the range below 300000, and the sales volume was stable at more than 10, 000, with a maximum of more than 20, 000.

• The third stage is from 2021 to now, with the listing of domestic Model Y, the sales volume in the first quarter is three times that of the same period last year. In particular, sales in March were 35400, setting a new monthly sales record in China.

At present, Tesla, Inc. has sold more than 250000 vehicles in China, so who is buying Tesla, Inc.?

From a geographical point of view, Beijing, Shanghai and Guangzhou is Tesla, Inc. 's main "position". According to the data of compulsory traffic insurance, the number of Tesla, Inc. registered in 2020 was 139000, of which 33000 in Shanghai, 26000 in Guangdong, 17000 in Zhejiang and 14000 in Beijing, accounting for 23.7%, 18.5%, 12.4% and 10.2%, respectively, bringing the total to 64.7%. This also means that the areas with high demand for Tesla, Inc. are still the more developed and restricted areas in the east and coastal areas.

In terms of the owner's age, according to NetEase, Inc Automobile Survey, Tesla, Inc. 's owner is 30.3 years old, which is lower than the user base of many car brands. Among them, car owners aged 31 to 40 accounted for 56%, 25 to 30 years old accounted for 20%, even 18 to 24 years old accounted for 3% of users. This also means that young people have a relatively high degree of acceptance of Tesla, Inc..

Professionally, Tesla, Inc. car owners are mostly engaged in the digital, technology, electronics and Internet industries. They have a certain understanding of the latest electric vehicles and new energy technologies, and are more tolerant of some minor problems that may arise. At the same time, they are also more tolerant, and many car owners even laugh at themselves at "leeks."

It is worth mentioning that 83% of Tesla, Inc. owners own two or more cars, and electric cars are not the first. Only 17% of car owners take Tesla, Inc. as the family's first car, mainly because the number restrictions and current policies in cities such as Beijing, Shanghai and Guangzhou have given birth to this part of the user demand.

Although Tesla, Inc. has been subjected to various "social beatings" because of price cuts or tough remarks, in the long run, sales will not be greatly affected, which is the law of "true fragrance".

At present, Tesla, Inc. is divided into four models: Model 3, Model Y, Model X and Model S. Among them, Model 3 and Model Y are its main models. Tesla, Inc. 's Model 3 competitors are not domestic new energy brands, but luxury medium-sized cars such as the BMW 3-Series, Mercedes-Benz C-Class and Audi A4, while Model Y's competitors are BMW X3, Mercedes-Benz GLCs and Audi Q5L.

In horizontal comparison, Model 3 and Model Y have obvious advantages in power performance, configuration and price, except for space. Among them, the maximum power and torque of Tesla, Inc. Model 3 standard version is higher than that of competitive models with traditional powertrain, and the acceleration of 100 km is faster; in terms of price, the standard continued version of Model 3 is 19%, 14% and 19% cheaper than low-configuration Mercedes-Benz C-Series, BMW 3-Series and Audi A4; from the configuration point of view, the whole series of Model 3 comes standard with active safety system, and the safety level is significantly better than that of competitive models.

The market is also tilting towards Tesla, Inc., and this trend has begun to be reflected in the American market. It is understood that in the US market in 2020, Model 3 sales (120000) have exceeded the combined sales of the three competing products (90,000). Although Model Y is still climbing (70,000), it also surpasses the best-selling BMW X3 (60,000) among the three competing products, and there is still great potential for improvement in the future.

According to Musk and Tesla, Inc. 's "temper", there may be more "noise" in the future, whether it will bring praise or criticism. However, China also needs such a "catfish", not only the new energy vehicle industry chain, but also electric vehicle consumption habits and culture.