There is no doubt that Tesla is one of the most successful car manufacturing companies in the world, and its Model series of electric vehicle products are marketed worldwide, becoming the single electric vehicle brand with the highest global market share. Looking at China, the world's largest car sales market, Tesla is still a performance of the dust, although those emerging car-making new forces car companies are performing better and better, but compared with Tesla, it can only be looked back, take the sales level of more than 70,000 Models of Model 3 and Model Y in December last year, no other brand can compete with it in the field of pure electric vehicles, relatively strong market performance, relatively strong product performance, so that Tesla has become one of the benchmark brands of electric vehicles.
In fact, observing Tesla's performance and trend in the domestic market in the past two years, we can see that the continuous reduction in price is an important reason for the excellent performance of Model 3 and Model Y sales. Tesla and its founder Musk do not seem to see the profit of bicycles very high, so as long as the cost has declined, the price of new cars will immediately follow up, so the price of Model 3 once fell to 235,900 yuan, and the price of Model Y once fell to 276,000 yuan. Although reducing the price will not greatly reduce the profits of these two models, because Tesla's bicycle profits have always been considerable, if the price is not reduced, the bicycle profits are not higher?
This is where Tesla and Musk are smart, for electric vehicles, which are slightly niche compared to massive fuel vehicles, to be able to obtain market share should be a very important goal for electric vehicle manufacturers, because only by reducing prices to obtain sales can more consumers choose electric vehicle products. For Tesla, an electric vehicle manufacturer with a very Internet spirit, only by achieving a larger ownership base, those more "money-making" projects are possible, and continuously reducing prices can undoubtedly do this.
Speaking of Tesla's way of making money, I can't help but think of the current Internet TV, LCD TV as hardware, the price is really getting cheaper and cheaper, but if you want to smoothly use the various functions of Internet TV, you have to pay to open a variety of members, compared to the hardware expenditure, pay to open the new feature is a greater cost. The same is true of Tesla's models, although the price of new cars is getting cheaper and cheaper, but it does not mean that the cost of being a car owner will be lower and lower, on the contrary, if the owner has a little demand on the car experience, various post-costs will begin.
A few days ago, Tesla to the 2020 model and the previous Tesla Model 3 to open the electric rear tailgate upgrade service, priced at 3980 yuan, like the electric tailgate owners can choose to upgrade; and before, Tesla also launched an upgrade for the Model 3 rear seat heating and steering wheel heating service, the official price of 2400 yuan, as long as the payment is successful, the function will be opened, because Tesla has buried the heating device for the seat and steering wheel early.
Of course, one of Tesla's most profitable "business" is to open the driver assistance system, before Tesla's official EAP (enhanced version of the driving assistance function), FSD (fully autonomous driving capability) prices were 32,000 yuan and 64,000 yuan, respectively, the vehicle in the factory buried in the various hardware of driving assistance, but some models are not opened, if consumers want to open and use these driving assistance functions, it will cost tens of thousands more. How much does it cost to have a minimum Model 3 with power tailgates, seat heating and EAP? What is the total price of this Model 3 combined? Isn't it high!
The key problem is that if these optional components are added when buying a car, in fact, the overall price is very high, then for many consumers, it is difficult to buy, and even some consumers will be "scared off". But selling a new car to a consumer at a lower price is a different story. After consumers buy a car, they will find that some functions are missing, which does affect the experience a bit, or pay to open it, after all, the feeling of spending a small amount of money many times, it is indeed not once spent a lot of money so "meat pain"! And in this way, it avoids the high price to discourage consumers, that is to say, after using low prices to promote consumers to buy vehicles, there are more possibilities for consumers to choose and open more configurations and functions, and the journey of "cutting leeks" can be officially opened.
So in fact, in essence, Tesla is a successful Internet company, Tesla Model 3 and Model Y and other models are only the basic hardware, although the hardware itself is already very intelligent, but for consumers, want to fully "unlock" the software and higher-end functions of these models, or need to spend some more money, such a way, compared to the traditional car company vehicle factory that is, the "stereotyped" configuration method may scare off many consumers in price, it will be more wise. After all, the lower price allows consumers to buy hardware such as electric vehicles, and then consumers are likely to bring Tesla a steady stream of "software" revenue!