According to the data of the Passenger Car Federation, from January 1 to 27 this year, the retail volume of the passenger car market was 985000, down 45% year-on-year and 43% month-on-month. In the face of the reality of weak market, price reduction promotion may be one of the most effective ways to increase sales at present. After Tesla's price reduction, AITO, Xiaopeng, Zero-Run, Feifan, Weilai and Jikron also followed up the price reduction and promotion measures.

Tesla's price cut at the beginning of the year has had a huge impact on its sales in January, and even its capacity has been fully expanded to cope with a large number of orders.

Subsequently, domestic new energy vehicle manufacturers began to follow up, or announced the price reduction, or increase the promotional incentives. In the face of sales difficulties, how to survive has become the most important issue at present. First Electric believes that the price reduction tide is just beginning.

Except for the models in the chart, although Weilai Automobile has no official announcement, its sales promotion in the store has reached 100000 yuan. Specific subsidies are:

24000 yuan of exhibition car discount+12600 yuan of national subsidy (Weilai)+39000 yuan of NIO Pilot full package+15000 yuan of replacement subsidy+9600 yuan of HUD+NOMI discount if optional, totaling 100200 yuan.

At the same time, Krypton 001 has also introduced time-limited benefits, and the guiding price remains unchanged, but it has provided a large discount in terms of options. For example, a limited-time free option (worth 6000 yuan) for the extreme blue exterior decoration, a discount of 11200 yuan (original price 28000 yuan) for the optional air suspension of the WE version and ME version, and a premium of 40000 points/set for the purchase of insurance from the cooperative brand of the YOU version.

It is noteworthy that, according to foreign media reports, Tesla will launch a new model "Model Q", which is smaller than Model 3 and Model Y on March 1 this year, with a market price of 25000 dollars (about 150000 yuan). At present, Tesla denies this, but its entry into the low-end market is not groundless. The difference is only in the time. In the middle of 2022, Weilai was also revealed to be planning to launch a third brand with a positioning of 100000 to 200000 yuan. It can be seen that the competition among new energy vehicle enterprises will be more fierce in 2023.

First, Electric believes that the essence of cars is a travel tool, and the cost performance ratio is always an important measure when people buy cars. It is good news for consumers for enterprises to reduce prices sharply due to market competition or actively expand product matrix. Under the parallel of these two measures, new energy vehicles will accelerate the increase of market share. However, for enterprises such as Xiaopeng, Celes and Weilai, whose gross profit rate is not high and has not yet turned from loss to profit, the "follow the trend" price reduction may make the loss situation of enterprises more serious, which is a double-edged sword for their future development.