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先降價又升價,特斯拉打得什麼算盤?
格隆匯 03-20 14:48

國產車還在進行轟轟烈烈的價格戰,特斯拉卻逆勢升價了,引發廣泛討論。

Model Y升價5000元

據特斯拉中國內部消息,特斯拉即將在4月1日官方升價,Model Y車型售價調高5000元人民幣。

同時,現行的8000元官方現車保險補貼政策、最高10000元的車漆減免政策也將在3月31日到期。本次調價實際升價幅度最高達2.3萬元。

此前,特斯拉已經上調了Model Y在歐美的售價,此次中國地區售價的變化或是同步上調。

上週五,特斯拉宣佈,4月1日起將美國銷售的所有版本Model Y汽車的價格提高1000美元。

上週六,特斯拉表示,3月22日起將其Model Y在歐洲多個國家的價格提高約2000歐元(2177 美元)或等值當地貨幣。

受上述消息影響,特斯拉股價週一大升6%,創6個月以來最大升幅。

回顧來看,在車企價格戰背景下,特斯拉的Model Y今年在國內已經多次推出優惠措施:

1月12日,特斯拉中國宣佈,對Model3/Y後輪驅動版及長續航版售價進行調整,下調幅度6500至15500元不等。調整後,Model3起售價為24.59萬元,ModelY起售價25.89萬元。

2月1日,特斯拉微博宣佈,3月底前下訂Model3/Y/S/X任意車型並交付,年費率可低至2.5%起,下單ModelY指定版本現車立享8000元現金減免。

3月1日,特斯拉官宣三重優惠,購買Model3後輪驅動版和ModelY後輪驅動版現車,均可享受限時現車保險補貼8000元,同時還享有指定車漆優惠和金融低息優惠。

海外上,此前2月,特斯拉曾暫時降低了部分Model Y汽車在美國的價格。

由此可見,特斯拉這一波是先降價現在又升價。

價格戰暫緩?

至於此次升價的原因,特斯拉並未提及。有業內人士猜測,特斯拉今年在歐美和中國市場表現不夠理想,升價是為了“逼單”。

今年開年,在比亞迪的帶領下,國內的車企紛紛降價以獲得爭搶市場份額。

如今,特斯拉卻逆勢升價,難道就不擔心銷量嗎?

就此而言,乘聯會崔東樹分析,價格戰對短期的銷量促進作用實際並不明顯,尤其是在價格不穩情況下,消費者的觀望情緒特別濃重。

不過,他也指出,在價格相對穩定後,市場銷售將逐步啟動。

此外,影響消費者購買意願的因素是複雜的,價格只是其中之一,品牌、產品性能等也很關鍵。

另一方面,作為行業龍頭,特斯拉的行動必將影響到其他車企,就不知道此次升價後能否減緩一下國內價格戰的瘋狂,甚至帶動一些車企升價。

上述問題還沒有答案,但可以肯定的是,特斯拉這波確實是賺到了關注度。

展望未來,崔東樹認為,近期市場價格戰的根本原因是新技術取代舊技術,新能源車對燃油車的替代過程,在建立市場新秩序過程中,新老廠商替代競爭激烈,預計這一過程會持續幾年的時間,直到新的格局形成。

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