With less than 30 days left before the official withdrawal of the "state subsidy" for new energy vehicles, many car companies have taken notice and stepped up promotions to seize the market.

On December 2, Tesla China announced that in order to allow more consumers to catch up with the last train of "national subsidies", Tesla has launched a variety of preferential policies. Consumers who purchase an existing Tesla car in December 2022 and take delivery of the car on time can enjoy an insurance subsidy of 4,000 yuan.

Prior to this, Tesla has launched multiple promotion plans, including price reductions, limited-time insurance subsidies, and limited-time final payment reductions.

Tesla urgently launches car purchase subsidies to boost sales

On December 2, Tesla China announced that the company plans to launch a variety of preferential policies. Consumers who purchase a current car in December and take delivery of the car on time can enjoy an insurance subsidy of 4,000 yuan; in December, users who order Model 3 or Model Y through online self-service ordering and complete delivery can receive a 20,000-point "treasure box" reward. It can be redeemed for 5,000 kilometers of supercharging mileage, etc.

In addition, Tesla has also launched a fuel vehicle replacement benefit. Users who order a vehicle as of December 31 and complete the replacement agreement before delivery can receive a 90-day free trial of the enhanced automatic assisted driving function. Chance.

It is reported that before the "state subsidies" for new energy vehicles are withdrawn, that is, in the second half of the fourth quarter of 2022, Tesla's Shanghai Gigafactory will further optimize production efficiency and concentrate on supplying the domestic market.

Prior to this, Tesla has officially announced that it has adjusted the delivery cycle of its main products. Among them, the Model Y rear-wheel drive version has been adjusted from the previous 1-4 weeks to 1-5 weeks; the Model 3 rear-wheel drive version/high performance Version, Model Y high-performance version/long-range version and other four models have been adjusted from the previous 4-8 weeks to 1-5 weeks.

Industry analysts said that Tesla has successively launched promotional plans after price reductions for two reasons. First, the Shanghai Gigafactory has completed the production line upgrade since September, and its production capacity is expected to reach 1 million to 1.1 million vehicles. , a significant increase; second, domestic demand has weakened since September, and new car-making forces have gradually launched competing products, which has intensified competition.

In fact, after Tesla announced a price cut, Ford Electric, Xpeng, Leapmotor, Wenjie and other car companies also followed suit and launched a series of price guarantee policies to attract consumers to buy cars. .

Price increase or price reduction? The marketing strategies of car companies are now divergent

It is worth noting that in the face of the withdrawal of subsidies for new energy vehicles at the end of the year, different car companies have adopted completely different marketing strategies.

Among them, car companies represented by Tesla, Wenjie, and Dianma took the lead in cutting prices; car companies such as Changan Automobile, Xpeng Motors, and NIO adopted limited-time price guarantee policies. For example, Xpeng Motors announced that orders with deposit payment completed before December 31, 2022 will continue to enjoy the 2022 national new energy subsidies and will not be affected by the delivery time.

While most car companies are cutting prices to seize sales, BYD and Aian are the first to announce price increase plans to cope with the cost pressure caused by the withdrawal of subsidies for new energy vehicles and rising raw materials.

Huafu Securities analysis said that it is expected that most car brands will "follow the decline rather than the rise". The core reasons are two-fold. First, it is expected that major brands will continue to differentiate in 2023, and maintaining share is more important than maintaining profitability. On the other hand, there are insufficient orders in the industry, and the price increases of individual brands have further suppressed the demand for brands.

As for the impact of the withdrawal of new energy vehicle subsidies on the market, the industry generally believes that the impact will be limited. CITIC Securities analyzed that the industry's smart electric trend will continue to accelerate in the future. The impact of the withdrawal of subsidies at the end of the year will be limited. The electrification and intelligence boom will be upward. Domestic new energy vehicle sales are expected to be 9 million units in 2023, a year-on-year increase of 31%.

Ping An Securities pointed out that the withdrawal of new energy vehicle subsidies is expected to cause a certain overdraft in the demand for new energy vehicles in the first quarter of 2023, but the new energy vehicle purchase tax reduction policy will decline in 2024, which is expected to have a negative impact on 2023. Sales of new energy vehicles formed a certain support in the fourth quarter.