In the past six months, Tesla's domestic activity can be said to be quite high. First, on May 10th, Tesla (Shanghai) Co., Ltd. obtained the business license issued by the Shanghai Pudong New Area Market Supervision Bureau; then on June 6th, Tesla announced at the shareholders meeting that it would build a factory in Shanghai; finally, on July 10th Shanghai Lingang Management Committee, Lingang Group and Tesla signed a pure electric vehicle project investment agreement. In just over two months, Tesla completed the preliminary work for localization. The speed is surprising. As early as 2014, when Shanghai Pudong was building Tesla's world's largest supercharger station, there were rumors that Tesla was about to produce it. There has been no progress for 4 years. Now that it took only two months to sign the cooperation agreement, we can’t help asking what spurred Tesla?
For Tesla, recent years can be said to have been eventful. First of all, in the United States, with the government's new tax policy and regulations for automakers, the first 200,000 vehicles sold by automakers can enjoy tax credits and financial incentives, which can reduce the cost of electric vehicles. After automakers deliver 200,000 vehicles, the tax credits enjoyed by their consumers will be reduced by 50% every six months until they stop. According to predictions from relevant departments, as sales increase, Tesla users will not be able to get any tax relief in 2020.
The second is the production capacity problem that Tesla has criticized. Although on July 1st Musk announced through Twitter with great interest that Tesla has achieved a production capacity of 7,000 vehicles per week, behind this achievement is that Tesla employees work 6 days a week and work 12 hours a day. , There are also temporary tent factories. This does increase Tesla's production capacity, but considering the high cost of servants in the United States and the tent factory, this is obviously not a long-term solution.
Finally, there are a large number of chargebacks caused by capacity issues. Due to the failure to fulfill the promise in 2018, the scheduled MODEL 3 models were delivered to users on time, which caused a large number of consumers who paid the deposit to choose to refund the order. According to relevant data, this proportion is as high as 23%.
Although these problems are quite difficult, they are not the most serious for Tesla. The recent increase in tariffs caused by the Sino-US trade war is the most serious problem facing Tesla. The trade war has imposed a 40% tariff on cars imported from the United States, and Tesla is among them. According to Tesla’s official price adjustments, the minimum price increase of Tesla models currently sold in China is 139,300 and the maximum price increase is 256,600, with an average increase of 189,900. Tesla, which was originally not cost-effective, is in a more difficult situation. Although Tesla's car owners have money, the price increase of hundreds of thousands will inevitably make many people retreat.
Take the Tesla MODEL 3 as an example. Although the car has not yet entered the country, as the cheapest model of Tesla, its price advantage is very obvious. With its good cost performance, it has also become the most popular in the United States. Welcome Tesla models. However, after this round of tariff increases, according to the increase reference issued by Tesla, the domestic price increase of MODEL 3 may be around 200,000. With other costs, the price of MODEL 3, which is the main cost-effective model, is about to skyrocket. Just imagine, how many people will recharge their faith regardless of price?
The right time, the right place and the right people, building a factory in China is Tesla’s best choiceGoing back to the beginning, the reason why Tesla is so fast to finalize domestic production in China, I think this is because of its dilemma, which can be well resolved after domestic production. First of all, as my country gradually liberalizes shareholding restrictions on joint venture auto companies, Tesla, which has always wanted to be wholly-owned, has finally waited for this opportunity. The second is China's domestic subsidy policy for pure electric vehicles. Although the subsidy policy has changed in recent years, pure electric vehicles with longer battery life like Tesla have always been the focus of policy support and also enjoy larger subsidies. Coupled with the new energy points generated by pure electric vehicles, this will also create considerable profits for Tesla.
Building a factory in China will also greatly reduce Tesla's production costs. The first is the reduction of labor costs, and the second is that various taxes and fees will be further reduced after domestic production. Compared with imports, transportation costs will also be greatly reduced. The reduction in labor costs can also allow Tesla to hire enough workers, which will also help production.
Moreover, China is the world's largest pure electric vehicle market. In 2017, China's pure electric vehicle sales were 579,000 units, ranking first in the world, significantly ahead of the second place in the United States with 200,000 units, and will continue to grow in the future. Profit-seeking is the nature of businessmen, and the huge potential of the Chinese market will provide Tesla with huge potential benefits, but all of this is based on Tesla's domestic production. Therefore, domestic production is very necessary for Tesla, and now is the best time.
Here is the reason why Tesla has made frequent appearances in China recently. However, domestic production is not just a matter of signing an agreement. For Tesla, it is now only the first step in the long march of localization. Subsequent factory site selection, qualification review, and factory operation will take time, and we also look forward to In the near future, the domestically produced Tesla MODEL 3 will be able to be opened.
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