The article is from the public number: BusinessCars (ID: BusinessCar01) , author: Ganfang Li, from FIG title: visual China.
I have to say that Musk is the “Zheng Shuang” of the automotive industry-with his own hot search constitution, whoever has anything to do with Musk, dominates the hot list of the car circle every minute. Just a week ago, on November 22, the 17th Guangzhou Auto ShowOn the other side of the ocean that day, Tesla once again attracted global attention because it launched a futuristic pickup truck, Cybertruck, in Los Angeles.
This is Tesla’s big business in a new field after the sedan and SUV market. As for the reason why “Little Pony” is attracted to the pickup truck market, and before its pure electric cars and SUVs have yet to gain a foothold, they will also launch the pickup truck Cyberbert. We can learn from the United States, the world’s largest pickup truck market One or two.
According to the data from the American Automobile News Data Center, The peak annual sales volume of pickup trucks in the United States was from 1998 to 2001, and the average annual sales in these four years exceeded 3 million units, accounting for 20% of the total annual automobile sales in the United States / strong>. In 2018, the annual sales of US pickup trucks were 2.9 million, accounting for only about 17% of the US automotive market share. It can be seen that pickup trucks still have enough room to rise in the US auto market.
In addition, according to the 10 best-selling models in the United States in 2018, all three models of the Guanya season are pickups, which are 909,330 Ford F-series, 585,581 Chevrolet Solod, and 536,980. Dodge Ram. Except for Solod’s decline of 0.05% year-on-year in 2017, the Ford F-Series and Dodge Ram increased by 1.4% and 7.2% respectively. In the first half of 2019, the top 10 models in the US pickup market, with the exception of the so-called “indisputable” Solod, fell by 11.3%, the other 9 models are on the rise.
Among many consumers of pickup trucks in the United States, most are men in their 50s . According to a national survey conducted by the Federal Reserve in January of this year, the average age of US residents purchasing pickup trucks in 2018 was 53 years old. Hedges & Company, the research agency, defines US pickup truck user portraits as white males around 50 years old, with a male to female ratio of 17: 3. Tesla Cyberbert, whose style is too strong, wants to make it more difficult for half-a-year-old American “old white men” to accept, so Musk’s target audience is otherwise .
According to a Bloomberg survey, the largest proportion of Tesla Model 3 users in the United States is Millennials aged 30-40 (Millennials, specifically refers to people born between 1982 and 2000, whose growth has developed along with the Internet) , the ratio is close to one third of all Tesla users. Compared to the aging of pickup truck users of traditional American auto brands, Tesla Cybertruck is more in line with the current trend of young Americans who want to pursue the cutting edge, and it is also a display of those who want to express their own personality and maverick.
When we thought that Cyberbertuck would not have an order because of the “fantastic” look, as Musk kept updating Cyberbertuck’s order volume, this worry was too redundant. The day after the press conference, which was November 24, Musk stated on his Twitter that Tesla had received 146,000 orders for the Cyberbertuck pickup truck. Five days later, more than 250,000 people were still willing After paying at least two years to wait for Musk’s pickup, more than 80,000 of them chose to wait for three years.
In addition, Cybertuck still maintains the fine tradition of Model 3: no one buys low-profile models, and high-profile models break the head. Musk stated that in the orderOnly 17% of the models are low-profile single-motor models, medium-match dual-motor models account for 42%, and high-profile tri-motor models account for 41%. I have to say that Musk’s Tesla represents a group of people- consumers who have the idea of subverting the present and innovating the future .
Facing this situation, the traditional American car brands represented by Ford have also responded. To increase the number of pickups, Ford announced that it will launch an electric version of the F-150 in the near future. Moreover, Ford’s $ 500 million electric vehicle maker RIVIAN will also mass produce its first pickup truck type, the R1T, next year.
After watching the “competition” between R1T and Cybertruck, there is a hot comment saying “Why do you pay more expensive products for outdated products?” It can be seen that In the future, Tesla will be the representative The new car culture is destined to have a positive “bulling” with traditional car brands represented by Ford.
The “Future” is coming soon. On the third day after Cybertruck’s debut, Tesla released a video of Cybertruck vs. Ford F-150. In the video, two cars were “tug-of-war” on an ordinary highway, and the final result was that Cybertruck won, and the F-150 was easily towed away.
We do n’t know the exact configuration or power of the F-150 that competes with Cyberbertuck, but we compared the $ 49,900 Cybertuck dual-motor model with the F-150 Raptor LTD, which sells for $ 53,200. What exactly is the “internal power” of.
Cybertruck’s body size and 10,000-pound towing capacity are also smaller than the 13,200-pound F-150, but as a pure electric pickup that has not yet produced any output, Cybertruck has key attributes such as 100 kilometers In terms of acceleration, ground clearance, and loading capacity, F-150 is definitely not lost.
What is the concept of not losing to F-150? As mentioned above, the F-150 is the 42-year national sales champion in the United States. It sells close to one million vehicles every year! The length of the car body is not known how many times it can circle the earth. This shows the status of this car in the hearts of Americans. I have to say that Xiaoma is a smart businessman. Compared with such a “big god” pickup, losing is not shameful, but winning is enough to “brave up”.
The obvious marketing of “step on” has attracted Sandip Madra, vice president of Ford X. (Sundeep Madra) Shouting, he challenged Musk, asking Musk to send a Cyberbert to Ford for a fair game. Musk took over the war books and tweeted: “Let the horses come.”
So small friends around the world moved up the bench and ate watermelons to wait for Ford and Tesla’s “Battle”, but in the end it was Ford’s official statement: “” The best-selling pickup, we only focus on providing our customers with quality service and do n’t care about what others do. “
In this “special push battle”, Xiaoma can be said to be cheap and sell well. Not only promoted Cyberbertuck, but also slipped back for a wave of orders. Of course, Cybertrok launched by Musk is not only aimed at the US market,For other markets, such as China, for Tesla, which has already been made in China, how can it let go of this market.
Although compared with American pickup trucks, they belong to a larger range of consumption, The Chinese pickup truck market also belongs to a niche consumer culture . Because of this, the Chinese pickup truck market is also synonymous with opportunity. In addition, starting from 2019, various policies such as the cancellation of the pickup truck market operation permit, pickup truck reflective strips, and the availability of pickup trucks with high-speed ETC, the performance of the pickup truck market in China in the future is worth looking forward to.
According to the data of the China Federation of Automobile Manufacturers, the Chinese pickup truck market sold 451,300 vehicles in 2018, accounting for less than 2% of the entire Chinese automobile market. . The total sales volume of the Chinese pickup truck market in 2019 was 350,000 units from January to October. Although affected by the National Six policy, the cumulative sales fell by 3% year-on-year, but still outperformed the Chinese auto market by 12%. By the end of the year, with the national vehicle models of major automakers gradually in place, pickup truck sales will gradually pick up.
Whether it is the US market or the Chinese market, at this stage is not the main battlefield for Tesla Cybertruck. A brand that will not have mass production vehicles delivered until 2021 is not a cause for fear.
For traditional car brands such as Fords, there is still “grass” ready to fight for a year, but will Cyberbertuck be able to snatch BB like the “SEXY” series of Tesla?Like the A market, eat “cheese” from car companies such as Ford, Chevrolet, Dodge? This will only be known the day when Cybertruck’s mass production arrives.
The article is from the public number: BusinessCars (ID: BusinessCar01) , author : Gan Fangli.