特斯拉又雙叒叕降價了!
特斯拉(TSLA.US)當地時間週日深夜宣佈下調Model S、Model X在美國的起售價,分別降價5000美元和10000美元,以尋求在本季度最後一個月提振需求。
根據該公司網站的數據,Model S從94990美元降至89990美元,降價5.2%;Model S Plaid 從114990美元降至109990美元,降價4.3%。Model X 從109990美元降至99990美元,降價9.1%;Model X Plaid 從119990美元降至109990美元,降價8.3%。

特斯拉直接向消費者銷售汽車,並經常調整定價。特斯拉已在1月份大幅降價以提振銷量,最近繼續進一步降價以拉昇需求。1月份,特斯拉在美國宣佈的Model 3和Model Y的降價幅度在6%至20%之間。
當地時間1月12日,特斯拉美國官網大幅下調了所有新車型的價格,其中降幅最大的是基礎版Model Y,降價1.3萬美元至52990美元,降幅爲20%。此外Model 3基礎版降價3000美元至43990美元,降幅爲6%;Model S基礎版降價1萬美元至94990美元,降幅爲10%;Model X基礎版降價1.1萬美元,降幅爲9%。
在最近的投資者會議上,特斯拉首席執行官埃隆·馬斯克稱:“人們擁有特斯拉的意願非常高。限制因素是他們購買特斯拉的能力。”
特斯拉一再降價的底氣在於其超高的毛利率。這家電動汽車製造商的單車利潤遠高於全球範圍內大多數主要競爭對手。而現在,馬斯克正在利用這種卓越的盈利能力作爲他發起的電動汽車價格戰的武器。數據顯示,特斯拉在的單車毛利潤約是大衆汽車的兩倍多、豐田汽車(TM.US)的四倍、福特汽車(F.US)的五倍。

而特斯拉利潤率較高的主要原因是生產成本較低。爲了控制生產成本,特斯拉在新的製造技術上投入了大量資金,比如用大型鑄件取代小型金屬零件。特斯拉將電池製造和供應鏈的其他部分納入內部,並將汽車設計標準化,以提高規模經濟。在最近舉行的投資者日上,馬斯克和其他領導人也強調了生產效率和成本削減。
對於特斯拉來說,在需求走軟的情況下,其可能會充分利用其“毛利率武器”進行進一步的降價。然而,對於其他毛利率並不高汽車製造商來說,迴旋餘地便要小得多:一方面是降價,但會削弱利潤水平;而另一方面,不降價又將面臨損失市場份額。
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