While new buyers are boiling, there is another voice in the market-helplessness, self-deprecation and even anger from old car owners.

    "Our team has received 60 orders."

    After the latest price of the domestic Model 3 was updated on the official website of Tesla China on the afternoon of October 1, a Tesla sales manager told the group of car friends including Times Finance that new models with a starting price of less than 250,000 yuan It is extremely attractive to consumers, "you have to queue up when you swipe your card."

    It is reported that at about 14:30 on October 1st, Tesla's domestic Model 3 adjusted the price, and the standard battery life upgrade version (hereinafter referred to as the "standard renewal version") will be subsidized and sold starting at 249,900 yuan, and the rear-drive long battery life version (Hereinafter referred to as "long renewal version") After subsidies, the sale starts at RMB 309,000. The starting prices of the two versions have dropped by more than 22,000 yuan and 35,000 yuan respectively.

    However, while the new buyers are boiling, there is another voice in the market-helplessness, self-deprecation and even anger from old car owners.

Tesla Model 3 Image source: Unsplash

    "This is equivalent to my car being driven for three months and the official drop of 30,000 yuan. Although I said that I bought it early and enjoyed it, I was still very entangled." On October 1, Guangzhou-made Tesla Model 3 standard battery life was upgraded. The owner of the version, Ms. Chen, told Times Finance that in order to seek self-comfort, she can only compare with the owners of imported standard renewal versions who have lost more money or the owners who mentioned the car later...

    On the same day, in order to appease old car owners, especially those who bought their cars for less than 7 days, Tesla introduced a new policy, saying that it will provide eligible car owners with free supercharge rights for three years.

    In addition, on October 2nd, Tesla played the "emotional card", and from the next front-line sales of the management, they all forwarded their testimonials in the circle of friends: "The pioneers in this world must experience ordinary people’s incomprehension before they can change. The world. Every dear Tesla owner, Of ​​Course I Still Love U."

    Should Tesla be understood? Undoubtedly, this question will get different answers from different angles, but the objective reality is that not a few consumers have been hurt.

The owner's new Model 3 Image source: provided by the interviewed owner

    The price was adjusted 6 times in less than a year, and the starting price dropped by more than 100,000 yuan

    After only 4 months, the price threshold of Tesla's domestically produced Model 3 has been significantly lowered again. According to statistics, this is the sixth price adjustment of the car in this year.

    It is reported that this price adjustment is mainly due to the replacement of new cars with lithium iron phosphate batteries supplied by CATL. Since then, only the performance version of the domestic Model 3 will be equipped with a ternary lithium battery.

    In fact, Tesla will introduce lithium iron phosphate battery models to lower the product threshold. According to the product plan disclosed by Tesla CEO Elon Musk at the Battery Day conference on September 23, Beijing time, lithium iron phosphate batteries will be mounted on Tesla’s entry-level models in the future , And products with higher positioning will continue to use ternary lithium batteries.

    From the perspective of product strength, the domestic Model 3 with lithium iron phosphate batteries has higher endurance (NEDC operating conditions) compared with the previous models of the same class equipped with ternary lithium batteries, and the acceleration time per 100 kilometers is the same. A better choice.

Price of Tesla Model 3 with lithium iron phosphate Image source: screenshot from official website

    But in fact, there are a series of deep differences between lithium iron phosphate batteries and ternary lithium batteries.

    "In intense driving and other high-intensity usage scenarios that require continuous high-power charging and discharging, the performance gap between lithium iron phosphate batteries and ternary lithium batteries will be enlarged", senior new energy vehicle "three power" expert October 1 In an interview with Times Finance, it was stated that even for consumers who are only used for daily transportation, the problem of battery life degradation of lithium iron phosphate batteries when the ambient temperature is low is also very critical.

    Or because the shallow difference between the two types of batteries is not obvious, and even the lithium iron phosphate battery is still dominant. The changes brought to the market by Tesla's new car are more in further lowering the threshold of domestic Model 3 .

    The starting price dropped to less than 250,000, which means that Model 3 not only shows a stronger market voice than Xiaopeng Motors P7, BYD Han EV and other new energy competitors, but also further threatens the Mercedes-Benz C-Class, BMW 3 Series and The Audi A4L equivalent traditional fuel luxury car market, and even Accord Rui Hybrid, Camry Dual Engine and other models may also be affected.

    The next wave of price adjustments may already be brewing

    "At this price, we are embarrassed to wait for the party." According to Times Finance's understanding of many Tesla Model 3 intention group friends on October 1, the starting price of less than 250,000 has greatly increased the potential Consumer attractiveness.

    However, some people are happy and some are worried. For the old car owners who have already started the domestic Model 3 or even the imported version, the further decline in car prices has had a direct negative impact on the value preservation performance of their vehicles.

    "Price adjustment is a highly confidential work that requires repeated calculations. Only a few people participate. What we can do is to prepare internal procedures as soon as possible and inform everyone as soon as possible."

    On October 3, regarding the uproar caused by the above-mentioned price adjustment in the market, Tao Lin, vice president of external affairs of Tesla, said on the social media platform that most of Tesla’s colleagues almost learned about the price adjustment at the same time as consumers. , So there will be no situation where staff deliberately conceal and mislead consumers.

    However, under a series of "coincidences", the above official explanation failed to effectively eliminate consumers' doubts.

    According to the owner of the renewed Model 3 that Shanghai Yi just mentioned on September 29, he took part in the limited-time event launched by Tesla in the last week of September after he picked up the car and purchased a Tesla booster worth 32,000 yuan. Version of Enhanced Autopilot (hereinafter referred to as "EAP").

    "Because of this EAP, I can't choose to return the car for 7 days without reason, and then re-order the model after the price reduction." The above owner said that Tesla said that EAP cannot be refunded, and related functions cannot be transferred to another through OTA. Above a car.

Tesla EAP limited time purchase event Image source: screenshot of official Weibo

    In addition, according to Times Finance, this round of price cuts also hides a greater uncertainty.

    As mentioned above, the lithium iron phosphate battery version is likely to affect the endurance performance due to low temperature, and Tesla's latest eight-way valve heat pump that has been put into mass production can in fact greatly alleviate this problem. However, according to a source close to Tesla on October 2nd, the current batch of new domestic Model 3 cars is not equipped with an eight-way valve heat pump.

    "This is the original words of the leader. Except for the replacement of the battery, the standard endurance car has not changed at all. Apart from the price reduction, the long endurance car has not changed."

    In other words, if the current lithium iron phosphate version of the car is not equipped with an eight-way valve heat pump, the car is very likely to be iterated again in the short term. In this regard, Times Finance sent an inquiry to Tesla’s public relations department on October 2nd, and no response has been received as of press time. Tesla’s official customer service said: “There is currently no relevant information.”