Accelerate The Tilt Of The Chinese Market: Tesla Three Months After The "Explosion"

"No more! China makes super long endurance. It is expected to lift cars around June. The customers who want to make a reservation occupy my place. In April 11th, a Tesla sales in Shanghai said on its social platform. New product launches, she takes advantage of the hot metal to promote more potential users.

In April 10th, Tesla China released a highly concerned domestic Model 3 long version of the model. After the subsidy, the price of 339050 yuan exceeded the industry's expectations. Some people commented on this. Tesla raised the price again.

China's Model 3 long version has become the main driving vehicle for Tesla in the Chinese market. Now click on the website of Tesla's official website Model 3, the default option is this new car. And relatively low prices also make it quickly become "exploding". It is reported that the day of the announcement of the price, Tesla official website was paralyzed, and even the first-line sale of the booking link also appeared Caton's situation.

This seems to re enact the lively scene of Model 3 when it was just made in China. In early January of this year, the Model 3 mass production of the Shanghai factory was downloaded, and unprecedented national attention was gained. Whether it was Tesla's store in the big city or the booth at the auto show, there were many consumers who asked for orders.

At that time, the upgraded version of the domestic Model 3, which was upgraded by standard, quickly went out of the loop. From its performance, the long listed version had a very fast pace of listing, and only 3 months later, Model 3 and Tesla brand appeared in the Chinese market.

Why is Tesla so worried?

Tesla Shanghai super factory inside. - Xinhua News Agency

Speed up the localization process

With the upgrade of Model 3 standard upgrade in Shanghai, other Model 3 models will also be made domestically. This is originally scheduled on the agenda, but Tesla's localization speed is still beyond expectations.

Tesla did not advance the long listed version of the domestic Model 3, but a line of sales has told consumers that the long run edition is not expected to be made in the near future, and that it will be by the end of the year. To a certain extent, this is to persuade consumers to buy the upgraded version of domestic standard Model 3, but it also gives people the psychological expectation of the new model.

Another super expectation is price. Compared with the upgraded version of the standard upgrade, the long run domestic Model 3 has a mileage of more than 223 kilometers, but the price is only 40 thousand yuan. This price is quite attractive, so that some owners who bought the upgraded version of standard endurance in March openly expressed their dissatisfaction.

Quantified, the long battery capacity of the domestic Model 3 is more than 18kWh of the standard upgrade version, with an average of 2222 yuan /kWh. As a reference, the newly upgraded car companies provide the battery upgrade service for users, and the capacity upgrade fee of 14kWh is 50 thousand yuan, with an average of 3571 yuan /kWh.

The long-range version of the domestic Model 3 upgrade is not just batteries, but also has improved in other configurations, such as interior textures.

However, the core advantage of the long-range version of Model 3 lies in its mileage. Under the GB condition, the mileage of this model can reach 668 km, which is nearly half higher than the standard upgrade version, and has a significant advantage in the category of electric vehicles.

"I thought that the order of the updated version of this standard is still acceptable. After long endurance, the drive plate has not been pushed so fast. I didn't expect it to be so fast." There are automobile industry media said. The localization of the long life version of Model 3 has further enriched the product layout of Tesla's domestic models, and will also take the position of the main models in the hands of the pioneers.

Although Tesla did not disclose the specific sales volume in China, but in twenty-first Century, the economic news reporter was informed that in the first two months of this year, the domestic Model 3 (that is, the upgraded version of standard renewal) reached 4737 vehicles, ranking the first in China's market, accounting for nearly 10% in the Chinese market under the double influence of the Spring Festival holiday and the outbreak of the new crown.

The trend is that Tesla's overall localization process is further speeding up.

On the day of April 10th, the newly released models also included the high-performance version of the domestic Model 3, in addition to the Model 3 long version. Although the delivery time of the latter is nearly the next year, Tesla has realized the localization of Model 3 in selling cars. That is to say, Tesla's Model 3 models that will be sold in the Chinese market will be produced almost entirely by the Shanghai plant.

American factories are unlikely to return to work in the short term

Under the epidemic, Tesla had to accelerate the layout of the world, and the Shanghai factory, which was the first to return to work, did not become the "greatest hope" of Tesla in the short term.

According to the announcement previously released by Tesla, local vehicle manufacturing base in California Fremont factory will "orderly stop production temporarily" starting from March 24th. Tesla did not decide to close the most important production base, but after several days of negotiations, Tesla also had to compromise.

The latest news shows that in the internal mail to employees, Tesla said it plans to restart the factory in May 4th.

The initial shutdown time for us factories was two weeks, or around April 8th, but there was no news of any resumption. Tesla CEO Elon Musk said on the personal social networking site that the US epidemic is expected to end by the end of April, but there is some optimism from the current situation. According to the latest statistics released by Johns Hopkins University in April 12th, the number of confirmed cases in the United States exceeds 550 thousand, and the number of confirmed cases is the largest in the world.

Even if the plan to start in May 4th can be implemented, it means that Tesla will have more than a month's production break. With Tesla's production in the fourth quarter of last year, the output of the California plant is about 35 thousand a month. For Tesla, which has limited capacity, this is not a quantity that can be easily remedied.

In particular, another Model Y has just been delivered this year. Production stagnation will undoubtedly bring greater pressure to Tesla. Prior to this, Tesla has said in its annual report that due to the commissioning of the Shanghai plant and the listing of Model Y, the delivery volume of vehicles in 2020 will be "more than 500 thousand vehicles easily".

The sudden outbreak of the disease made them all uncertain. Some analysts pointed out that even if Tesla California factory resumed in May, unless the vaccine came out or Tesla could develop ventilation engineering equipment, the capacity of the US plant would still be affected.

Production and delivery issues have significantly affected the company's operations. Since late March, in a company's internal mail, Tesla said it would reduce the salaries of the US headquarters paid employees and last until the end of the two quarter, while the Nevada battery factory, which is jointly owned by Matsushita, will cut some of its workforce while reducing production capacity.

Tesla took the preparatory measures to deal with the impact of the epidemic, such as upgrading and upgrading the California vehicle base during the shutdown period, thinking that the Model Y would increase production lines, but in the short term, Tesla will have to rely on the Shanghai factory which just started.

After the outbreak, Tesla Shanghai factory, one of the earliest enterprises to return to work in China, officially resumed work in February 10th. In order to boost Tesla's resumption of work and resume production, the Shanghai Port Area Management Committee of the new port area of FTA has also solved the problems of staff accommodation, masks distribution and other issues for Tesla, and even safeguards the resumption of production by Tesla suppliers. According to Tesla's introduction, on March the 6 date, the recovery rate exceeded 91%, and recovered to the level before the epidemic.

According to the above analysis, under the situation of unclear overseas epidemic situation, Tesla will continue to accelerate the tilting of resources to Shanghai factory. On the one hand, it will support production, on the other hand, it will also include the deployment of new models and new production lines. According to this trend, Model Y is also likely to accelerate entry into the Chinese market.