Tesla is crazy!
710000 vehicles, the delivery volume of Tesla's Shanghai Super Factory in 2022, also renewed people's understanding of smart electric vehicles and luxury cars. In the most exciting November, Tesla delivered more than 100000 vehicles, which is the best result that many luxury branDS that have worked in the Chinese market for many years have not achieved.
In three years, Tesla has surpassed Benz, BMW and Audi in two models and won the annual delivery championship of luxury brands in the Chinese market; Model Y has also become the first best-selling single car of luxury brands with a delivery performance of more than 450000 vehicles.
The market is indeed the most generous reward for the pioneers. Tesla's answer in 2022 is worth reading repeatedly.
Where is Tesla's "luxury" when two cars win the BBA?
"The demand for Tesla Model Y may exceed the sum of all other Tesla models."
This is what Musk said when he visited Shanghai Super Factory on January 7, 2020.
In 2022, the Shanghai Super Factory will deliver more than 450000 Model Y vehicles, which is equivalent to the sum of sales of all models of Weilai, Xiaopeng and Ideal, and also makes the luxury fuel vehicles at the same price of Benz, BMW and Audi hard to match.
From the mass delivery of Model Y made in China in January 2021, this epoch-making model has become the champion of luxury cars in only two years. The speed of reaching the top must have surprised many competitors' chin.
The Model 3, with a sales volume of more than 250000 vehicles, will also be the focus of the car market in 2022. Looking at the global car market, these two electric models alone have stirred up the market, making the electric vehicles truly positive "rigid" fuel vehicles, and leaving fuel vehicles far behind with product power beyond the times.
Now, how can consumers stop buying traditional luxury cars? From the product level, Tesla's definition of "luxury" is indeed unique.
First of all, "luxury" is intelligent and close to what users need, rather than adding unnecessary operational burden for "looking" luxury.
For example, in terms of design, Tesla's MINImalist interior design not only subverts the industry, but also leads the way. It abandons most of the physical buttons in the traditional fuel car, and integrates many vehicle functions on a central control panel. When new functions are available, it is enough to upgrade the OTA directly. On the contrary, if you want to experience the latest features of the industry on a fuel car, you can't casually add a few more buttons on the center console. In Tesla's eyes, luxury is "smart" and can continuously increase the value of vehicles.
Secondly, "luxury" is rational, which means that consumers will not "extravagant" consumption and will not increase additional costs.
Tesla has publicly stated in the official channel that there are no internal combustion engine, gearbox and other components, and the average annual maintenance cost is reduced by at least 50% compared with the same level of fuel vehicles. More than that, Tesla's national unified maintenance price list is publicized by the media, and the price is transparent and fair; Using Tesla's home charging pile, its annual energy supplement cost is less than 1/6 of that of fuel vehicles. Tesla has achieved the goal of allowing consumers to spend rationally in the car sector.
At the same time, "luxury" should be based on solid safety, intelligence, performance and other technologies. After all, a superior "brand power" cannot make consumers pay for it.
At the end of December 2022, Model Y, made in China, won the highest authoritative rating of IVISTA Intelligence Index of China Auto Research, and the highest rating of "excellent". Model 3 and Model Y of the "Five-Star Safety Grannd Slam" have proved with authoritative certification that electric vehicles are safer than fuel vehicles, and Tesla is the absolute top student in the electric vehicle industry. In the field of performance and intelligence, Tesla's leading advantages need not be overstated.
Intelligent, rational and safe "luxury" is the character of luxury cars in the future.
Throughout the automobile industry, Tesla has almost become a value anchor. At present, it is difficult for any brand to surpass Tesla's product when it comes to the same price and level.
Cost-priced Tesla benefits consumers and promotes industry progress
Just after the New Year, when Tesla made outstanding achievements at home and abroad, the latest prices of the four S3XY models were announced in the Chinese Mainland market, with Model 3 at a minimum of more than 220000 yuan, which once again triggered network traffic.
You should know that Tesla's reverse operation is the most "fatal" against the background of soaring sales, the cancellation of subsidies by the state, and the price increase by other auto companies.
After the announcement of the new price, Tesla's official website was once down - the number of people who snapped up was estimated to be too many. Even more, people who went to the store to defend their rights have ordered another Tesla.
Tesla clearly gives the benefits to customers in a more direct way, and shapes an updated market standard for the automotive industry with an open and transparent direct sales model and truly excellent products and services. Without dealers and 4S stores, Tesla treats all consumers equally.
In fact, not every enterprise has the ability of "cost pricing". Only through continuous improvement of production process and process can Tesla reduce manufacturing costs again and again, give consumers the opportunity to enjoy electric vehicles with better prices, and allow more users to easily start smart electric vehicles with low threshold.
Behind this is the continuous efforts of Shanghai Super Factory, making Chinese Mainland one of the regions with the best selling prices for Tesla's global models, and making Model Y and Model 3 cheaper and better than other models anchored by consumers.
Tesla also restructured the sales system with the innovative direct sales model, and brought new ideas and industrial resources for the new energy vehicle industry through continuous innovation in production, service and other fields.
For example, Tesla has been committed to refined production and manufacturing processes for many years. Through advanced technologies such as integrated die casting, it has streamlined production steps, shortened production time, and reduced costs and increased efficiency. It took Shanghai Super Factory less than 40 seconds to get a Model Y body-in-white off the line, which is the speed that even Volkswagen and other traditional fuel vehicle companies are amazed at. 99.9% of them are Chinese in Shanghai Super Factory. They are also training and delivering new energy vehicle talents to the industry, contributing to the development of China's intelligent vehicle forward research and development system.
In terms of service network construction, Tesla charging and store network are also continuously encrypted. At present, Tesla has reached the construction of 10000 super charging piles in Chinese Mainland, with more than 1500 super charging stations, more than 700 destination charging stations, more than 1900 destination charging piles, and hundreds of thousands of Tesla owners' exclusive private charging piles, making Tesla charging more convenient than fueling vehicles. At the same time, as of the end of December 2022, Tesla stores and service centers also have more than 320 stores nationwide.
It is not difficult to find that the better the sales volume of Tesla in the Chinese market, the stronger the industrial development it drives, and the more confident the Chinese auto industry will stand on the top of the nation.
Driven by Tesla, China has completed the layout of the new energy industry chain at least five years ahead of schedule, and has obtained a rare first-mover advantage in the current round of global competition - which is also Tesla's biggest contribution to China in 2022.
From the bright sales volume to the constant price reduction, to the innovation of production technology and support of the new energy supply chain, it seems that "the teacher is killed by the fist", but there are rules and regulations in every move. In 2022, Tesla taught another lesson to Chinese auto manufacturers.
How will it perform in 2023? We will also wait and see.
