“Order the car quickly and stop the loss in time!” On March 16, several sales staff of Tesla told the shell finance reporter of Beijing News.
On March 15, Byd Company Limited(002594) announced a series of price increases. Previously, from March 10, some Tesla models increased by 30000 in five days. With the price rise of new energy vehicles, a panorama of the industrial chain is slowly unfolding.
Since January 2022, the price rise of new energy vehicles has become a “common phenomenon”. A number of industry insiders analyzed to reporters that in the new energy vehicle industry chain, the prices of raw materials such as lithium, the main material of power batteries and nickel, the main material of parts, are rising sharply. In addition, at the beginning of the year, many enterprises raised prices on the grounds of declining subsidies.
“The price rise of lithium, nickel and other raw materials may last for half a year to a year. The possibility of Tesla‘s further price reduction in the last half year is very low, and the stop loss is the only thing we can do now,” Tesla salesperson told reporters.
Some people also consider holding money for purchase. Ms. Lin, a consumer, said, “if you don’t worry, you can wait. Maybe the environment will be better in half a year.”
Byd Company Limited(002594) sudden price rise? The user who has ordered the car hopes to deliver the car on time
On January 21, 2022, Byd Company Limited(002594) announced that the price of its products would rise due to the decline of subsidies and the rise of raw material costs. Now, the price of Byd Company Limited(002594) all products rises again.
According to the pictures provided by Li Ming (a pseudonym), the sales manager of a 4S store in West Beijing, the models with this round of price increase include Qin plus DM-I, song Pro DM-I, song plus DM-I and Tang DM-I of hybrid series, and 10 products such as song plus EV, Qin plus EV, Yuan pro, yuan plus, dolphin and E2 of pure electric series. Among them, the increase of hybrid series products is small, mostly 3000 yuan; Pure electric products increased significantly, mostly 5 Jointo Energy Investment Co.Ltd.Hebei(000600) 0 yuan.
In the price increase on January 21, Byd Company Limited(002594) of the products basically increased by 3000 yuan, of which the more prominent is the yuan Pro model, which increased by 7000 yuan. Combined with this price increase, the price of pure electric small SUV Pro has increased by 13000 yuan in two months.
The price rise has a sense of “surprise”. After consulting the data, the reporter found that Byd Company Limited(002594) is the price increase news released through the microblog account ” Byd Company Limited(002594) car” at 23:50 on March 15, and the starting time of the price increase is positioned on March 16.
” Byd Company Limited(002594) it’s a little stingy to operate like this.” Mr. Xu, a netizen who failed to go to the store to sign an order because of the epidemic, complained to the shell finance reporter. A store salesperson said that he got up early the next day to know that the car price was rising. He was really caught off guard.
However, Li Ming told shell finance reporters that at present, the store has delayed the price increase for one day, that is, the price increase plan will be officially implemented from the 17th. He expects to order 50 new cars on the 16th. “Everyone is raising prices, and we are just rising with it. There is great pressure on the industry supply chain.” Li Ming said.
Users who have ordered and collected the car said they were more pleased and avoided the pressure of price rise. Owner Wang Fang told reporters: “The price increase must be a headache. Fortunately, I mentioned the car I ordered a few days ago. I’m a little lucky. But I hope Byd Company Limited(002594) can deliver the car on time. I think many users of Xiaopeng P5 and geometric EX3 Kungfu cattle can’t pick up the car, so they are forced to spend more money to change orders or buy other products. However, Byd Company Limited(002594) seems to be OK, and the users around me are basically waiting for 3-5 I can pick up the car every month. “
Ms. Lin, a consumer who holds money to buy, said: “prices are rising. I don’t know what it feels like. Oil cars are expensive to refuel, electric cars are expensive to buy, and nothing is cheap to buy. If you don’t worry, just wait. Maybe the environment will be better in half a year.”
Tesla two models increased by 30000 in five days, and the sales said “buying now is a stop loss”
Within five days, Tesla announced price increases twice.
First, on March 10, Tesla announced that from now on, the price of model 3 high-performance version, model y long-life version and high-performance version will increase by 10000 yuan. The long-range version of model y increased from 347900 yuan to 357900 yuan, and the high-performance version of model y increased from 387900 yuan to 397900 yuan. The high-performance version of model 3 increased from 339900 yuan to 349900 yuan.
On March 15, the update of Tesla’s official website showed that moedl Y’s long-range version and high-performance version were increased by 20000 yuan respectively, and the quotation was increased to 375900 yuan and 417900 yuan respectively; The high-performance version of model 3 is increased by 18000 yuan, and the quotation is 367900 yuan; The price of moedl 3 Standard Edition with a large number of buyers also increased by 14000 yuan, and the final quotation was 279900 yuan.
Taken together, within five days, the most price increases were model y long-range version and high-performance version, with a price increase of 30000 yuan respectively; The price of the high-performance version of model 3 increased by 28000 yuan.
Not only are prices rising in China, but also in the United States. Tesla website shows that previously, the model 3 dual motor all wheel drive version rose $1000. This week, the rear wheel drive version of model 3 rose $2000; Model 3 dual motor all wheel drive version rose $2500; The high-performance version of model 3 is up $3000.
“Order the car quickly and stop the loss in time”. After Tesla announced the price increase for the second time in five days, the shell finance reporter of the Beijing News received many calls from Tesla sales. The salesperson told reporters that if the reporter wants to buy a car in the near future, he must seize the time to see the car. Not only Tesla is raising prices, but also other new energy brands are raising prices.
There are more than Byd Company Limited(002594) , Tesla and other brands that raise prices.
Since January 2022, the price rise of new energy vehicles by car enterprises has become a “common phenomenon”. The price of Jixing 2 increased by 5000 yuan, the price of geometry EX3 increased by 7000 yuan, the price of Zero run T03 and jikrypton 001 increased by 8000 yuan, the price of Nezha car increased by 20005000 yuan, and the price of Euler good cat increased by 12000 yuan
There are also consumers. Mr. Li believes that the price adjustment of some brands is a “strategy”. “In order to better sell the standard model y with high volume, they raised the price of model y with high configuration, so that everyone is more willing to choose the model with high volume.” “In addition, I think enterprises have raised prices one after another, which also has the meaning of hunger marketing. It is not necessarily so difficult.” Mr. Li added.
Zhang Xiang, an automobile analyst, also expressed his views on the statement that “Tesla’s price adjustment is to sell volume models”: Tesla has successfully mastered the mentality of consumers through high and low prices.
For the high-end users, the price increase can be adequately borne by them. For example, the high configuration of model y has increased by 30000 yuan, with a range of about 10%, which can be borne by users. However, the price rise of low-end cars will have a relatively great impact on users. The price of high-end cars has increased, and the products with high volume have maintained a low increase, which is easier for consumers to accept.
industry analysis: price rise has long been a sign, and the whole industry is under pressure
Zhang Hong, Secretary General of the new energy vehicles branch of the Circulation Association, told the shell finance reporter that in addition to the decline of subsidies of up to 30% this year, the sharp rise in the price of raw materials is another main reason for the subsequent rise in the price of automobile enterprises.
Zhang Hong said that according to incomplete statistics, the average price of lithium, the main material of power battery, has soared to 480000 yuan / ton since the end of February this year, an increase of 450000 yuan compared with 30000 yuan / ton at the beginning of the large use of lithium carbonate. In addition, many parts of new energy vehicles come from cobalt, nickel, manganese and other metal raw materials and their compounds. These raw materials are also rising in prices. Car companies can be said to have been hit before and after, and had to raise the selling price.
“The price rise of new energy vehicles is an inevitable trend. The price rise of lithium, nickel and other raw materials may last for half a year to a year. The possibility of Tesla’s further price reduction in the last half year is very low, and the stop loss is the only thing we can do now,” Tesla salesperson told reporters on March 16.
In fact, when Tesla had previously raised its price, the salesperson had said that Tesla’s price changed according to the market situation. Because of the problem of raw materials, Germany has raised its price twice in a week. So, what are the raw materials related to Tesla’s price rise?
Analyst Zhang Xiang told reporters that Ukraine is a major producer of neon gas. According to the data released by market research agency techcet in 2022, the global supply share of neon gas in Ukraine is as high as 70%. Now there is a war between Russia and Ukraine, affecting the global neon supply.
In addition, Zhang Xiang also said that Russia is an important supplier of nickel, and nickel is one of the important raw materials of ternary lithium battery. The rise of nickel price also drives the rise of battery price.
Zhang Xiang said that at present, the ordinary version of Tesla Model 3 uses lithium iron phosphate battery, so it is not greatly affected by the price rise of raw materials. Since last year, Tesla Shanghai Super factory has started to completely use lithium iron phosphate batteries for vehicles, so this matter has a limited impact on Tesla’s follow-up.
lack of inventory in the supply chain under the core, and domestic substitution can not fully meet the demand
Insiders pointed out that the price rise is also related to the chip.
Tianfeng Securities Co.Ltd(601162) research report points out that since September 2020, the problem of shutdown and shutdown due to lack of core has been extremely prominent, and the pressure of supply guarantee is unprecedented. Since the second half of 2020, under the influence of multiple factors such as epidemic situation and demand, the lack of core has continued to affect the normal supply of ECU and vehicle production and manufacturing, and the chip supply in some fields has a deteriorating trend. The analysis pointed out that at present, the international situation is still unstable, the market sentiment is heating up, and there is an abnormal phenomenon of hoarding and speculation.
Domestic substitution is also a term constantly mentioned in the long process of “lack of core”.
Tianfeng Securities Co.Ltd(601162) research report shows that there is a continuous shortage of automotive chips, or it will last for the whole year. However, at present, the localization rate of chips is less than 1%. Securities companies are optimistic about the accelerated development of China’s core automobile chip manufacturers under the opportunities of domestic substitution, industrial chain reconstruction and capacity transfer.
In response to investors’ questions, the listed company Konfoong Materials International Co.Ltd(300666) said that at present, the semiconductor market demand is strong, the company’s orders are relatively saturated, and the prices of some products of different customers of the company have been raised to varying degrees.
In October 2021, Xi Zhongmin, deputy general manager of GAC ea’an, expressed his concern about the price rise in the supply chain to the reporter of shell finance at the 2021 Auto Supply Chain Conference.
“We just think we can carry it (now), but it doesn’t mean we can carry it next year. This year is hard.” Xi Zhongmin told reporters that when prices were rising in all links of the automobile industry, the prices of vehicle manufacturers did not adjust much because enterprises were carrying them hard. GAC AEAN also raised the price of its products by 2 Tcl Technology Group Corporation(000100) 00 yuan in early January and early March 2022.
Byd Company Limited(002594) also faces the same trouble. Zhang Hong believes that the sales volume of Byd Company Limited(002594) vehicles is relatively large. At present, although many supply chain layouts have been made, the layout does not fully meet the needs of users. There are also a large number of external purchases, which will also be affected by the rise in global raw material prices. Zhang Hong also mentioned that perhaps the price increase of Byd Company Limited(002594) is also a transitional solution to alleviate the pressure of short supply of its products
Zhang Xiang believes that for the Byd Company Limited(002594) official, its products sell well and are well-known, and are in short supply. As the cost rises, Byd Company Limited(002594) in order to maintain the reasonable profit of the enterprise, the price increases. At the same time, Zhang Xiang mentioned that the price increase is also one of the means for enterprises to improve their brand image under certain circumstances.
subsidy decline brings great pressure, on behalf of the committee members, it is suggested to delay the subsidy
At the beginning of 2022, many enterprises raised prices on the grounds of declining subsidies. For example, Volkswagen and Weilai increased the price by 5400 yuan due to the decline of subsidies, while Xiaopeng increased the price by 4300 yuan – 5900 Yuan due to the decline of subsidies.
People from all walks of life still have different views on the decline of subsidies Guangzhou Automobile Group Co.Ltd(601238) chairman Zeng Qinghong mentioned the content of delaying the decline of subsidies in the proposal of the two sessions in 2022. Zeng Qinghong said that China has implemented the subsidy policy for new energy vehicles for many years, which has played a key role in the growth of emerging markets and effectively enhanced the competitiveness of the new energy vehicle industry.
Zeng Qinghong mentioned that the decline of state subsidies will stop at the end of this year, resulting in high cost pressure on enterprises on the supply side. Based on the anxiety of “safety”, “difficult charging” and “slow charging” on the demand side, the consumption enthusiasm also needs to be improved; At the same time, the overall scale of new energy vehicles is still relatively small, the construction of supporting infrastructure (such as charging, power exchange, etc.) still has great room for improvement, and the industry has a long way to go for rapid development.
Zeng Qinghong also made suggestions on subsidies for new energy vehicles, hoping to delay state subsidies for one to two years, simplify the procedures for receiving subsidies in the early stage, and alleviate the financial pressure of enterprises. At the same time, he suggested that the national level consider adjusting the strategic direction of the subsidy policy for the promotion and application of new energy vehicles in the new era: on the one hand, for the purpose of boosting and encouraging the consumption of new energy vehicles, tilt the subsidy policy to the demand side (consumers); On the other hand, in order to accelerate the supporting construction of new energy vehicles, the subsidy policy is inclined to the construction party. Finally, strengthen research and improve other incentive policies as soon as possible to ensure the effective and sustainable development of the market after the complete cessation of subsidies for new energy vehicles.
Zhang Xiang, an automotive analyst, believes that the current decline in subsidies is a good time, because the new energy vehicle industry has become more mature and enterprises have reached the stage of development through technological progress. Zhang Xiang said that the subsidy policy originally planned to completely decline by the end of 2020 has been extended for two years on the premise that the government supports industrial development. These two years have also achieved good results: the sales volume of new energy vehicles will increase by more than 160% in 2021, and the user acceptance will be higher and higher.
Zhang Xiang mentioned that the original intention of government subsidies is to support industrial development. When the industry is relatively mature, the government should withdraw and stop subsidies. At this stage, the time point of subsidies is well controlled, and the government can use the funds in other industries. At present, the decline of subsidies may cause greater cost pressure on some enterprises with relatively small scale and low technical level, but the industry should also gradually optimize the industrial structure, and the survival of the fittest is the inevitable result.
Zhang Hong believes that after the rapid development in recent years, new energy vehicles have shifted from policy driven to a new stage of market and policy two wheel drive development. The decline of subsidies in 2021 has begun, the shortage of chips is serious, and the price of raw materials has risen, but none of them can stop the sudden rise of new energy vehicles. The annual production and sales volume reached 3.5 million, and the penetration rate was close to 15%. From this point of view, as long as the market demand is strong, the impact of subsidy decline exists, but it is absolutely limited.
Zhang Hong said that subsidies play a vital role in cultivating a new market, and when the decline depends on whether the baby grows up healthily to the weaning level. This year, it is expected that the production and sales volume of new energy vehicles will reach more than 5 million, and the penetration rate will reach 15% – 18%. The market drive will move forward steadily, and the decline of subsidies may be at the right time.
