As early as the end of last year, the news that new energy models would be subject to price increases due to subsidy cancellation factors was confirmed. At the beginning of 2023, many brands of new energy models have announced price increases.
But within a few days, Tesla announced on January 6 that two of its domestic models had been officially reduced, with the highest reduction of the Model Y reaching 48,000 yuan.
As one of the wind vane of the new energy market, Tesla's significant official reduction will inevitably cause a butterfly effect, as expected, a week later, AITO brand piece announced an official reduction, AITO M5 and AITO M7 two models of the highest rate of reduction reached 30,000 yuan. So far, the momentum of new energy models began to be reversed by the momentum of price cuts.
On January 17, after Tesla and AITO, Xpeng car and announced official reductions, in addition to the new models just listed Xpeng G9, the remaining three models G3i / P5 / P7 all into the ranks of price reductions, the lowest price reduction of 20,000 yuan, the highest price reduction of up to 36,000 yuan. All models before and after the price reduction price benchmarking see the following table.
As you can see, after this price adjustment, the three models of Xpeng's price has been on par with the same level of fuel cars, especially Xpeng P7, and Camry, Accord, Passat, Magotan, TEANA and other mid-level cars have basically the same price. The Tesla Model 3 and Model Y after the price cut are actually comparable to these mid-level cars in terms of price.
Therefore, the current announcement of a significant price reduction of Tesla, AITO, Xpeng car, will affect not only the choice of new energy consumers tendency, but also will inevitably affect the hesitation of consumers between fuel cars and new energy vehicles, and even directly stimulate the potential consumers of fuel cars directly to the same budget of new energy vehicles.
According to the data released by the Passenger Association, in 2022, the domestic retail sales of conventional fuel vehicles will be 14.87 million units, down 13% year-on-year, while the retail sales of new energy passenger vehicles will be 5.674 million units, up 90.0% year-on-year. Although in 2022, policy-level purchase tax exemptions were granted for fuel vehicles, due to the general environment and oil prices continuing to run at high levels, fuel vehicle sales still saw a year-on-year decline, with auto consumption increasingly favoring the new energy market.
Of course, the fuel car in a short time or will not exit, because from the current point of view, the new energy models of several pain points have not been solved, charging convenience; range problems, as well as environmental factors and driving habits factors on the instability of the range of the impact; battery replacement cost issues.
For the new energy market, the follow-up price reduction of the Xpeng car, further boosted this wave of new energy price reduction wave, there will inevitably be more brands to follow. Although in the past 2022, the new energy market sales continue to grow at a high level, but in fact the new energy sales pattern is not balanced, the main new energy market soaring is actually mainly a few head brands, which BYD is riding high, and then the second tier of Tesla, Wuling and Guangqi Ean these brands, and the sound has been a lot of new power car brands, the actual sales are not very prominent.
So, the next follow up price reduction will probably be the new power brand. In addition, in recent years in the rise of independent brands, joint venture brands began to shake, Volkswagen, Toyota, Nissan, BMW and other brands in recent years also began to make efforts to new energy market, but in the pricing is still maintained the fuel car high arrogance, but know that in the field of new energy is already in the lead of independent brands. So some of the joint venture brand new energy models also exist to follow up on the greater possibility of price cuts.
Finally: Although there has been greater volatility in the price of new energy models, but ultimately will return to the price positioning system established by the fuel car, with the popularity of new energy and more brands and more models to join, especially before the positioning of high-end new energy models will gradually fade away, the price will return to the nature of the corresponding value.
