New energy concept (ID: xinnengyuanqianzhan) original
At the moment when "car-sea tactics" has become an essential trick for new energy car companies, if any brand has the confidence to "do the opposite" and has also achieved the envy of its peers, it must be Tesla.
With a Model Y, Tesla earned a lot of money and became one of the most profitable new energy car companies. Model Y has also successfully become the "best-selling" model in the global new energy market and even the entire automobile industry.
According to the data of the Federation, in 2023, Tesla Model Y sold 646,847 vehicles in the China market, winning the annual model sales champion.
Figure/Tesla Model Y won the annual sales champion in 2023
Source/Chenglian Branch New Energy View Screenshot
Not only in China, but also in the global market, Model Y has become a "champion model" and delivered 1.2 million vehicles in 2023, making it the single model with the highest sales volume in the world.
However, becoming a hegemon means that many opponents will challenge it. Pure electric vehicles of the same level and price; Extended range models of the same level and price; Even different levels, different prices, and even different power models can be said to be attacked by groups.
Especially in the China market, where the development of new energy vehicles is extremely rapid, the models of Tesla Model Y have mushroomed.
In this context, if Model Y wants to continue to be "far ahead", it must also need to practice some skills.
1.Model Y is a "thorn in the side" of car companies?
How long does it take for a car to win the best-selling model in the world?
In the era of fuel vehicles, Toyota Corolla was listed in the Guinness Book of World Records for 34 years with the cumulative sales of 25 million vehicles as the "best-selling car" in history. It also took Toyota RAV4 nearly 30 years to become the "sales crown" of a single car model in the world.
However, after the rapid rise of new energy vehicles, Model Y took only five years to replace the "predecessors" Corolla and RAV4, and reached the top of the global sales champion in 2023.
Figure/Tesla Model Y won the global sales in 2023
Source/Internet New Energy View Screenshot
According to the data released by research organization JATO Dynamics, before Model Y reached the top, the world’s best-selling model has been swept by Toyota for four consecutive years.
It is undoubtedly a milestone for the whole automobile industry to become the first electric vehicle model in the world to surpass fuel vehicles. But at the same time, Model Y has also attracted various opponents for itself, and almost every brand has come up with a car and Model Y wrist wrestling.
"Fully benchmarking Model Y" has become one of the most common rhetoric in the field of new energy vehicles.
At the 2024 Chengdu International Auto Show, including but not limited to the brand-new Zhiji LS6, Aouita 07 and Lantu Zhiyin, many new cars with their own brands regarded Model Y as competitors.
Li Weimeng, CMO of Zhiji Automobile, bluntly said, "Not only us, all car companies want to win the track championship. (Chengdu Auto Show) Several SUVs just released in Hall 10 all mentioned Tesla Model Y, which is still TOP1 in this range. "
As Li Weimeng said, Model Y has even become a thorn in the side of its own brand in the SUV market segment.
In addition to the above-mentioned models, those directly aiming at Model Y "going to war" include BYD’s Song PLUS Champion Edition, Song L, Song Pro, Song Max, Tucki G6, the first Krypton SUV "Krypton 7X", and Weilai’s second brand Ledao’s first pure electric SUV Ledao L60.
At the launch conference of Ledao brand, Li Bin, the founder of Weilai, bluntly said, "Ledao L60 is against Tesla Model Y, but the price will be reduced by about 10% compared with Tesla Model Y."
At present, although Ledao L60 has not been officially listed, the new car has been pre-sold, with a pre-sale price of 219,900 yuan, which is 30,000 yuan cheaper than Model Y.
Figure/Le Dao L60
Source/Ledao Auto WeChat official account New Energy View Screenshot
What’s more worth mentioning is "showstopper", and the intellectual community R7, which is called "Huawei Model Y" by the industry.
Yu Chengdong, managing director of Huawei, chairman of BG, and chairman of BU, a smart car solution, said openly in the live broadcast of Zhijie 7 that "Zhijie R7 brings an experience beyond Model X at the price of Model Y.. The product strength of Zhijie R7 far exceeds Model Y in terms of intelligent driving, chassis, cockpit space and battery life! "
Yin Tongyue, secretary of the Party Committee and Chairman of Chery Automobile, also said, "Intellectual R7, the product strength surpasses Model Y in all aspects."
2.Model Y disenchanted?
If in 2022 and 2023, if you want to buy a pure electric SUV, Tesla Model Y will still be the first choice, then in China, the market penetration rate of new energy vehicles has exceeded 50%, and independent brands have launched a series of competitive models through continuous technological innovation and product iteration. At present, Model Y may become the leader among the alternatives, but it is definitely no longer the first place.
Orange (pseudonym) is 35 years old and owns a Honda fuel car that has been in operation for nearly 10 years.
Since the ideal L7 was launched at the beginning of last year, Orange has moved the idea of changing cars. It’s just a comparison. After a year and a half, Orange still hasn’t decided which car to buy, or even the brand.
"From the ideal L7 to the ideal L6, and then to the world M7, I also tested the Aouita 11, and went to see the Ledao L60 a few days ago … It seems that I feel that I have done a good job in all aspects, such as intelligent driving and face value." Orange said that this time he was going to switch from a car to an SUV, and after the official listing of Ledao L60, he might make a decision after another comparison.
Interestingly, Orange mentioned that when he was in college, he saw Tesla running on the domestic road and said, "I will make money in the future, and I must buy a Tesla."
"It’s really profitable. Whether it’s the first car or the car that is about to be replaced, I didn’t consider Tesla. It was expensive before, but now it is unnecessary. " Orange mentioned that Tesla Model Y is not so fragrant, both in terms of technology and price.
In the little red book, posts such as "What made me return Model Y and buy Weilai ES6", "Don’t buy Model Y this year" and "Why don’t you buy Tesla Model Y" are endless.
Figure/Weilai ES6
Source/Internet New Energy View Screenshot
A car owner who bought Tesla Model Y listed his dissatisfaction with this "car" from six aspects: interior, suspension, skylight, car navigation, voice function and high-order assisted driving.
The owner mentioned that "the cool functions such as changing lanes and automatic parking should be increased, and domestic new energy brands are basically standard."
Just like Orange and the above-mentioned netizens, there are not a few consumers who are disenchanted with Tesla Model Y. It’s not because we can’t afford it, nor because Model Y is not good, but the models of our own brands can better meet the multiple needs of consumers for personalization, intelligence and cost performance.
3.Model Y is "old", how to remain competitive?
It is not difficult to see that with the intensification of competition in the global new energy vehicle market, especially in the China market, Tesla Model Y is facing unprecedented challenges.
Although Model Y is still the leader in the electric vehicle market, with the rapid growth of China’s new energy vehicle market and the rise of its own brand, consumers have more choices.
At this time, if Tesla wants to maintain its leading position in the China market, it may need to make adjustments in financial policy, interior design and vehicle configuration.
In July, Tesla launched a new car purchase financial policy for its Model 3 and Model Y, which can be ordered before July 31 (inclusive) and enjoy a five-year zero-interest plan, covering the standard version and the long-life all-wheel drive version.
Since then, the interest-free plan has continued again and again, which seems to be a flat replacement for Tesla not to cut prices.
Figure/Tesla 5-year 0-interest plan
Source/Internet New Energy View Screenshot
In the "price war", the price range of Model Y 24.99-354,900 is not competitive. Therefore, it may be one of its best choices to continue the stronger financial policy. Facts have proved that this trick really works. Especially in August, Model Y sold more than 45,000 vehicles in China.
Tesla’s option has always been criticized by the industry and consumers.
At the press conference of Xiaomi SU7, Lei Jun, the founder of Xiaomi, repeatedly "cued" the problem of the high matching price of Tesla Model Y, and lowered the matching price of Xiaomi SU7 based on this.
At a time when consumers are increasingly pursuing personalization, Tesla can configure and upgrade Model Y for the China market. For example, add more interior choices that are in line with consumers’ preferences in China, provide more personalized customization options, or add some intelligent interconnection functions specially designed for the China market, so as to enhance the user experience and maintain the sales advantage.
Beyond the product level, improving service is also one of the sharp tools.
For example, providing one-stop car purchase services through the official App, including online booking, configuration selection, price inquiry, financial scheme confirmation and vehicle delivery, etc., thus enhancing consumers’ car purchase experience.
Or Tesla can further expand its sales and service network in China to provide a more convenient and comprehensive service experience. Including increasing the number of service centers, improving service quality, and providing more charging facilities and maintenance services.
Through the above adjustments, Tesla Model Y can better meet the needs and preferences of consumers in China, even though it can’t maintain its remarkable annual sales of 1.2 million, thus maintaining its leading position in the highly competitive market.
In addition, Tesla’s continuous release of the latest news and redesigned models of FSD into China is also a great weapon for its breakthrough. It is not difficult to see that Tesla’s main model is in danger, but it is not easy to be beaten. The new Model Y that launched FSD is another hero.