Aika observes the price adjustment of new energy vehicles (price reduction)
[Aika car Aika observation original]
In 2023, the national new energy subsidy officially withdrew, and various new energy vehicle companies adjusted their prices one after another. Just when consumers thought that the price of new energy vehicles would continue to soar this year, Tesla "have no martial ethics" directly lowered the price to a record low. Such a surprise move made domestic new energy vehicle companies lose their minds and cut their prices again to follow up Tesla’s sneak attack. In this issue of Aika Watch, we will explore the specific price reduction of new energy vehicles with high domestic concern through on-the-spot shop visits.
Tesla crit
In 2023, Tesla launched a "critical strike" in 2003, and the prices of domestic Model 3 and Model Y dropped sharply, which directly led to the record low price of Tesla in China. After the price reduction, the effect was obvious. Sales staff said that the number of customers entering the store increased significantly. It was even reported that after Tesla China announced the price reduction, it won an order for 30,000 cars within three days. Later, Tesla official website also adjusted the expected delivery date of the rear-drive version and the long-life version of Model Y from the original "1-4 weeks" to the current "2-5 weeks", which is enough to show that the strategy of reducing the price and changing the sales volume is very successful.
Tesla’s price cuts also put great pressure on competitors, so after Tesla’s price cuts, car companies such as Wenjing, Tucki and Weilai announced price cuts one after another. Among them, the industry responded the fastest. One week after Tesla announced the price reduction, the industry officially announced the price reduction. Both the M5 EV version and the M7 version had price reductions, and the maximum price reduction reached 30,000 yuan. Xpeng Motors followed closely, and also gave the news that the official price dropped by 26,000 ~ 36,000, mainly targeting at the G3i, P5 and P7 models.
With the price reduction in China and Tucki, more and more domestic car companies have joined the army of price reduction. Car companies such as Zero Run, Lantu, Ai ‘an and Krypton have all reduced their prices to varying degrees. It can be said that with the price reduction of Tesla, the domestic new energy market has started a "price chaos".
Weilai, which "resolutely does not reduce prices", has the highest discount.
Among all brands, the most surprising thing is Weilai, which is known as "resolutely not reducing prices". It was exposed that the highest price reduction was 100,000 yuan, which aroused widespread concern of consumers. butAfter visiting the store, we inquired with the sales staff and learned that although there was no official announcement of price reduction, Weilai did reduce the price for the stock cars, but it was not as much as 100,000 yuan.As for the effect of price reduction, the salesperson said that the effect is still quite obvious.
According to the sales introduction of the exhibition hall, the 2022 ES6 and ES8 can enjoy the national new energy subsidy of more than 10,000 yuan from Weilai. At the same time, for exhibition cars and inventory cars, the ES6 can be given a further discount of 18,000 yuan, the ES8 can be given a further discount of 24,000 yuan, and the vehicles with inventory cars for more than 120 days can be given a maximum discount of 40,000 yuan. In addition, if you replace a new car with an old car in Weilai, you can enjoy an additional replacement subsidy of 15,000 yuan.
In other words, non-replacement users can directly enjoy a price reduction of up to 50,000 yuan, and if they use replacement and loan purchase, they can enjoy a price reduction of more than 65,000 yuan. In addition to cash concessions and replacement subsidies, Weilai also has some other financial preferential policies, such as a down payment of 15%, zero interest and zero handling fee for loans for three years. Weilai sales staff said that this financial policy may last until the end of February.
As for the news that "the discount is 100,000 yuan", the salesperson said that the 100,000-yuan reduction needs to meet certain conditions, such as local car purchase subsidies, plus the donated rights and interests, and it is also necessary for internal employees to buy exhibition cars and long-term inventory cars under the condition of holding internal coupons. But even if it does not reach 100,000 yuan, Weilai’s current preferential margin is also very large.
As for the effect after the price reduction, the sales staff said that on the day of the price reduction news, the number of customers who entered the store to book cars increased significantly, and all the long-term inventory cars were basically sold, leaving only a small number of long-term inventory cars such as 2022 ES6 and ES8 in some stores. During the visit, the actual number of visitors is really considerable, and you need to queue up if you want to test drive.
AITO’s passenger flow has increased significantly.
AITO Jiejie is the first brand to follow up the price reduction, with a direct drop of 30,000 yuan. From the actual situation, Tesla’s price reduction has a great impact on AITO Jiejie. After all, the most direct competitor of the main sales model M5 is Tesla Model Y. In addition to the price reduction, AITO also has a continuous gift option configuration, which is different according to different models, but it is basically upgraded around the rim and seat configuration.
Because AITO’s cars are placed in Huawei’s experience stores, the traffic in the stores is obviously more than that in other car brands’ experience stores, but some consumers buy electronic products, and not all consumers come to see the cars.
As for the effect after the price reduction, the staff in the store said that the current effect is still quite obvious. Although it is not as good as the monthly sales of 50 vehicles during the peak period in December last year, it has improved a lot compared with January. At present, the M5 EV, which is the main sales model, needs to be booked, and the delivery time is expected to be about 2 months. If a test drive is needed, an appointment will be made one day in advance.