This article is from the WeChat public account: iawtmt , author: Zhang Jilong, from the title figure: Figure worm

Why do users snap up Model3? Sales consultants say the key is cost-effectiveness. A low-profile Model 3 sells for 323,800 yuan, after deducting the purchase tax, plus government subsidies, the starting price is 299,000, including the Shanghai brand. For those who originally wanted to buy 200,000 models + Shanghai brand, they can buy a Tesla with Shanghai brand for the same money.

Iron Man Elon Musk came to China by private jet. Thanks to the government and the news of the embarrassing dance on the scene made Tesla popular again.

On January 7, Tesla’s domestic Model 3 was officially delivered, and its localization was on track. This also means that its confrontation with the new domestic car-making forces has come to reality from the media.

Earlier on January 3, Tesla announced a price reduction for the domestic version of the Model 3, with the price reduced from 355,800 yuan / car to 323,800 yuan / car, plus exemption from purchase tax and new energy vehicles. Subsidies, the price of the Model 3 low-profile version fell below the 300,000 mark.

Since then, the crowded images of Tesla stores have spread on the Internet.

So how popular is Model 3? Get richHow crazy is the Chinese people against Tesla? We went to Tesla stores and looked, and it turned out that it could really be described as crowded.

Queue to book Model 3

Tesla has nine experience centers in Shanghai. Regardless of location or commercial value, Tesla Taikoohui Experience Center is undoubtedly located in the core business district.

This is adjacent to Shanghai Metro Line 2 and Line 12, Yan’an Elevated Road and North-South Elevated Road are both within easy reach. It is very convenient to get here by car or subway. Convenient transportation has also created land prices, and the price of Jing’an New Village in the annex is more than 105,000 yuan.

Obviously, Tesla spent a lot of money on renting the store and it was also fancy for the traffic and purchasing power here.

The Tesla Taikoo Hui store is overcrowded

Users watch cars at Tesla Taikoo Hui Store

At the Taikoohui Experience Center, almost all the seats are full, and the display cars in the store are full of customers. Almost all sales consultants are busy answering questions and introducing products for customers.

In the cold winter of the auto industry, there are few 4S shops for traditional cars.This kind of crowded scene. Faced with about 300,000 mid-range cars at Tesla stores, people showed a stance of lining up to “buy cabbage.”

“A lot of people have come to the store recently, especially this weekend,” said Sarah, a sales consultant at Taikoo Hui Store.

Crowding is not limited to Taikoo Hui stores. At the Shanghai Jinqiao store, a customer was surprised by the flow of people in the store. A year and a half ago, she and her son patronized the store. At the time, the only big shop was the two customers, her and her son.

Whether it is from the flow of people to the store or from the booking order, the domestically produced Model 3 that has just been reduced in price is undoubtedly a star product.

“Now we can sell 80 cars a day, of which more than 60 are Model 3 and more than a dozen Model S or Model X,” Sara said.

In Shanghai’s Jinqiao store, the Model 3 is also a best-selling model. “Model3 now has a very large order. Our national stores can sell 1,000 units a day, but we only produce 1,000 units a week,” said Michael, a sales consultant there.

Tesla Golden Bridge Store Scene

Due to strong demand, supply is in short supply. A sales consultant said that after users place an order, they usually deliver the car within one quarter; if the order is placed today, the fastest delivery time will also be at the end of March.

As far as the current booking situation is concerned, “if the order is placed one day later, the pick-up period may be delayed by one week.” Therefore, at the store scene, many people place orders on the spot.

According to Tesla’s current rules, users only need to pay a deposit of 30,000 yuan, and pay the final balance when the car is delivered. Before the official delivery, users can receive the refunded deposit within 20 working days if they do not want it; users can also choose not to refund the deposit and choose another time to pick up the car.

Model3 began accepting reservations a year and a half ago, and has accumulated a large number of orders for delivery. But according to sales consultants, most of them have not unsubscribed.

Why do users snap up Model3? In the eyes of a sales consultant, the key is cost-effectiveness.

According to the sales consultant, a low-profile Model 3 sells for 323,800 yuan, deducting 10% of the purchase tax.

In addition to the savings on purchase tax and license plate costs, another core selling point that sales consultants emphasize to users is the low after-sales maintenance and maintenance costs.

Sara said that currently buying a car in Tesla does not provide additional decoration. In addition, compared to the ordinary fuel car maintenance of 5,000 or 10,000 kilometers, Tesla’s maintenance cycle is 40,000 kilometers, each maintenance fee is 800-1000 yuan. The vehicle warranty is 4 years or 80,000 kilometers; the motor and battery are 8 years or 600,000 kilometers; if there is a failure during the period, the user does not need to spend money on repairs.

In addition, with regard to battery issues that people are concerned about, sales consultants say that the battery management of the Model 3 is only 5% per 100,000 kilometers, and there is no need to worry about battery problems within 600,000 kilometers.

In terms of charging costs, users can choose to install a charging pile for 8,000 yuan. In addition, Tesla currently provides more than 40 super-charging stations in Shanghai, with a charging capacity of 100 kilometers per 10 minutes, and the battery can be fully charged in half an hour. According to the price of 2 yuan, the 60-degree battery full of Model 3 only needs 120 yuan, which can meet the driving needs of most users.

“Smart car, Tesla has the final say”

In the communication with customers, the employees of Tesla stores are full of confidence and unique superiority.

“We are not selling, we are not selling, you can ask me if you have any questions, reservations are fine, I don’t want to come to you because there are too many people,” said Michael, a sales consultant.

It is understood that Tesla’s sales consultants do not need to push customers to place orders because they are paid a fixed salary and there is no commission for selling cars.

“Of course, poorly sold stores may, after all, performance appraisal is still needed, but everyone in our store has exceeded the standard,” said a sales consultant.

To retain them, Tesla also offered options to front-line sales consultants in China. but,It takes 4 years to cash out. “When I joined, the stock price was more than 200 pieces (USD) , now it is almost 500 pieces,” said a clerk.

So clerks also care about Tesla’s stock price. It’s just that some people don’t have great hopes. After all, it will be a long time for them to stay for 4 years.

However, in their conversations with customers, there is a sense of pride and even superiority.

“We don’t compare with others now, because the direction is different,” said a sales consultant. “It’s like Apple is the standard for the smartphone industry. Where does the smartphone go next? Apple has the final say. Smart cars Tesla has the final say. ”

Some sales consultants also introduced to customers that the current smart cars are only “Tesla” and “Other” brands; traditional BBA is no longer comparable to Tesla. “Now BMW and Mercedes really sell Can’t drop. ”

“In 2020, the times are changing.” A sales consultant told customers that like Nokia and smartphones, did you buy a Tesla or a traditional car now?

Tesla Shockwave

Tesla’s localization not only affects the C-end consumer’s car purchase decision, but also brings a continuous shock wave to the capital market and the entire new energy automobile industry.

The recent Tesla financial report shows that the company’s various indicators have reached a record high for the company and better than market expectations. Tesla’s stock continues to rise at a high level. Among them, on January 8, Tesla’s stock price rose to 492.14 US dollars, up more than 30% from a month ago.

As of the close of January 10, Tesla’s total market value reached 86.184 billion U.S. dollars, exceeding General Motors ( 49.507 billion U.S. dollars) and Ford Cars ($ 36.675 billion) The total market value of the two cars.

In China, on January 7th, as domestic Model 3 was delivered to 10 social users for the first time, and Musk announced the official launch of Model Y’s localization project, Tesla’s supply chain concept stock ushered in soaring. The Tesla Index has risen more than 20% in the past month.

Among them, shares of Xusheng, Wynn, Tianqi Lithium, Ganfeng Lithium, etc. that have involved the Tesla concept have ushered in a surge in recent times.

According to Tesla’s Shanghai plant, currently, the localization rate of parts made in China for Model 3 is about 30%, and the price of localization rate will increase to 100% by the end of 2020. In addition, with the launch of Model Y localization in the Shanghai plant, domestic Tesla supply chain companies will usher in more opportunities.

It is understood that at present Tesla’s core suppliers are made up of Japanese, European and American manufacturers. For example, Sumitomo Japan provides cathode materials and separators, calendars provide anode materials, and the electrolyte is produced by Mitsubishi.

With the increase of localization rate, domestic manufacturers are expected to replace foreign capital. At present, Fuyao glass is selected for window glass of domestic Tesla.

A number of securities firms have said that Tesla’s localization will bring greater market space for the domestic new energy vehicle industry.

Shenwan Hongyuan Securities estimates that it is assumed that Tesla will achieve 300,000 units of production in 2021, and the value of bicycles will be 300,000 yuan. It is expected that battery, materials, high-voltage DC relays, and thermal management systems will bring more than 40 billion yuan of market space .

However, for Tesla’s domestic new energy vehicle competitors such as Weilai Automobile, Tesla’s various actions may not be good news.

On January 7, the first delivery of a domestic Model 3, Weilai Automobile’s stock price fell more than 11%. On January 11, Li Bin, chairman of Weilai Automobile, responded to how Weilai responded to Tesla’s price reduction, saying Weilai would not officially lower, but it would do better service in the future.

There is a brokerage analysis. With the deepening of Tesla’s localization, there is still room for Model 3 to continue to reduce prices. The latest research report released by Industrial Securities said that after Tesla adopted the domestic supply chain, the domestic Model3 There is a maximum price reduction of 27% -34%.

This means that the price of Model 3 may drop to around 250,000 yuan. For Weilai people, the bigger challenge may still be coming.


This article is from the WeChat public account: iawtmt , author : Zhang Jilong