在降价和涨价之间反复横跳，特斯拉怎么了？

盖世汽车2023-05-23

自年初以来，特斯拉似乎一直在不停地调整价格，先是大幅降价，然后偶尔又反弹。这不禁让人想问，特斯拉葫芦里到底卖得什么药？彭博社在一篇文章中，指出了导致特斯拉不断调价的四个因素。一、特斯拉采用价格浮动策略多年来，特斯拉最便宜的汽车一直与美国消费者购买新车的平均价格密切相关。Model 3的起售价和美国汽车行业平均成交价格之间只有300美元左右的差距。当这款轿车在2017年投入生产时，马斯克宣称它的价格...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

上山打脑腐
2023-05-23
上山打脑腐
至今还有人信特斯拉成本定价，合着去年年末今年年初成本爆降6万呗[开心]
跟着队长一起走
2023-05-23
跟着队长一起走
瞎操心，干点正事吧

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2336337704?lang=zh_CN&edition=full","thumbnail":"https://static.tigerbbs.com/e49ab90f6352b6ebbb45091ad18b5a2e","is_english":false,"pubTime":"2023-05-23 12:21","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2336337704","market":"us","top_or_hot":-1,"title":"在降价和涨价之间反复横跳，特斯拉怎么了？","media":"盖世汽车","content":"<div>\n<p>自年初以来，特斯拉似乎一直在不停地调整价格，先是大幅降价，然后偶尔又反弹。这不禁让人想问，特斯拉葫芦里到底卖得什么药？彭博社在一篇文章中，指出了导致特斯拉不断调价的四个因素。一、特斯拉采用价格浮动策略多年来，特斯拉最便宜的汽车一直与美国消费者购买新车的平均价格密切相关。Model 3的起售价和美国汽车行业平均成交价格之间只有300美元左右的差距。当这款轿车在2017年投入生产时，马斯克宣称它的价格...</p>\n\n<a href=\"https://auto.gasgoo.com/news/202305/17I70341764C501.shtml\">网页链接</a>\n\n</div>\n","source":"lsy1577700282030","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>在降价和涨价之间反复横跳，特斯拉怎么了？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n在降价和涨价之间反复横跳，特斯拉怎么了？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2023-05-23 12:21 北京时间&nbsp;&nbsp;&nbsp;<a href=https://auto.gasgoo.com/news/202305/17I70341764C501.shtml><strong>盖世汽车</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>自年初以来，特斯拉似乎一直在不停地调整价格，先是大幅降价，然后偶尔又反弹。这不禁让人想问，特斯拉葫芦里到底卖得什么药？彭博社在一篇文章中，指出了导致特斯拉不断调价的四个因素。一、特斯拉采用价格浮动策略多年来，特斯拉最便宜的汽车一直与美国消费者购买新车的平均价格密切相关。Model 3的起售价和美国汽车行业平均成交价格之间只有300美元左右的差距。当这款轿车在2017年投入生产时，马斯克宣称它的价格...</p>\n\n<a href=\"https://auto.gasgoo.com/news/202305/17I70341764C501.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0820561909.HKD","symbol_name":"ALLIANZ INCOME AND GROWTH \"AM\" (HKD) INC","start_time":0,"source_url":"https://auto.gasgoo.com/news/202305/17I70341764C501.shtml","article_id":"2336337704","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/e49ab90f6352b6ebbb45091ad18b5a2e"],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2336337704","pubTimestamp":1684815660,"columns":[],"sourceInfo":{"source_id":"lsy1577700282030","name":"盖世汽车资讯"},"weMediaInfo":null,"summary":"自年初以来，特斯拉似乎一直在不停地调整价格，先是大幅降价，然后偶尔又反弹。这不禁让人想问，特斯拉葫芦里到底卖得什么药？彭博社在一篇文章中，指出了导致特斯拉不断调价的四个因素。一、特斯拉采用价格浮动策略","collect":0,"end_time":0,"defaultTopTitle":"gasgoo.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU0820561909.HKD":"ALLIANZ INCOME AND GROWTH \"AM\" (HKD) INC","LU0097036916.USD":"贝莱德美国增长A2 USD","LU2326559502.SGD":"Natixis Loomis Sayles US Growth Equity P/A SGD-H","LU0234570918.USD":"高盛全球核心股票组合Acc Close","LU1551013342.USD":"Allianz Income and Growth Cl AMg2 DIS USD","BK4548":"巴美列捷福持仓","LU1861220033.SGD":"Blackrock Next Generation Technology A2 SGD-H","LU0943347566.SGD":"安联收益及增长平衡基金AM H2-SGD","LU0719512351.SGD":"JPMorgan Funds - US Technology A (acc) SGD","LU2357305700.SGD":"Allianz Global Artificial Intelligence ET H2-SGD","LU0823411888.USD":"法巴消费创新基金 Cap","LU1839511570.USD":"WELLS FARGO GLOBAL FACTOR ENHANCED EQUITY \"I\" (USD) ACC","LU2063271972.USD":"富兰克林创新领域基金","LU0316494557.USD":"FRANKLIN GLOBAL FUNDAMENTAL STRATEGIES \"A\" ACC","LU1429558221.USD":"Natixis Loomis Sayles US Growth Equity RA USD","LU0823414478.USD":"法巴经典能源转换基金","BK4585":"ETF&股票定投概念","LU1861215975.USD":"贝莱德新一代科技基金 A2","LU2087621335.USD":"ALLSPRING GLOBAL FACTOR ENHANCED EQUITY \"A\" (USD) ACC","LU1861558580.USD":"日兴方舟颠覆性创新基金B","BK4534":"瑞士信贷持仓","IE00BSNM7G36.USD":"NEUBERGER BERMAN SYSTEMATIC GLOBAL SUSTAINABLE VALUE \"A\" (USD) ACC","BK4555":"新能源车","BK4533":"AQR资本管理(全球第二大对冲基金)","LU1720051017.SGD":"Allianz Global Artificial Intelligence AT Acc H2-SGD","BK4588":"碎股","LU0082616367.USD":"摩根大通美国科技A（dist）","LU0348723411.USD":"ALLIANZ GLOBAL HI-TECH GROWTH \"A\" (USD) INC","LU0234572021.USD":"高盛美国核心股票组合Acc","LU1852331112.SGD":"Blackrock World Technology Fund A2 SGD-H","LU0198837287.USD":"UBS (LUX) EQUITY SICAV - USA GROWTH \"P\" (USD) ACC","LU1548497426.USD":"安联环球人工智能AT Acc","BK4527":"明星科技股","BK4511":"特斯拉概念","LU0820561818.USD":"安联收益及增长平衡基金Cl AM DIS","IE00B1XK9C88.USD":"PINEBRIDGE US LARGE CAP RESEARCH ENHANCED \"A\" (USD) ACC","BK4550":"红杉资本持仓","LU1435385759.SGD":"Natixis Loomis Sayles US Growth Equity RA SGD-H","LU0689472784.USD":"安联收益及增长基金Cl AM AT Acc","LU1551013425.SGD":"Allianz Income and Growth Cl AMg2 DIS H2-SGD","BK4574":"无人驾驶","LU1720051108.HKD":"ALLIANZ GLOBAL ARTIFICIAL INTELLIGENCE \"AT\" (HKD) ACC","BK4551":"寇图资本持仓","LU0056508442.USD":"贝莱德世界科技基金A2","LU1861559042.SGD":"日兴方舟颠覆性创新基金B SGD","LU0053666078.USD":"摩根大通基金-美国股票A（离岸）美元","TSLA":"特斯拉","IE00BWXC8680.SGD":"PINEBRIDGE US LARGE CAP RESEARCH ENHANCED \"A5\" (SGD) ACC","BK4581":"高盛持仓","BK4099":"汽车制造商"},"translate_title":"What happened to Tesla when it jumped repeatedly between price reduction and price increase?","themeId":"","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/2f37473ba91874c9bcb748a482b20758","symbols_score_info":{"TSLA":0.9},"content_text":"自年初以来，特斯拉似乎一直在不停地调整价格，先是大幅降价，然后偶尔又反弹。这不禁让人想问，特斯拉葫芦里到底卖得什么药？彭博社在一篇文章中，指出了导致特斯拉不断调价的四个因素。一、特斯拉采用价格浮动策略多年来，特斯拉最便宜的汽车一直与美国消费者购买新车的平均价格密切相关。Model 3的起售价和美国汽车行业平均成交价格之间只有300美元左右的差距。当这款轿车在2017年投入生产时，马斯克宣称它的价格为3.5万美元，几乎完全反映了当时美国新车的平均价格34,944美元。在经历一段时间的通货膨胀后，Model 3在今年1月初的起售价为46,990美元，而美国的新车平均价格为47,681美元。特斯拉车辆最低价与美国新车平均交易价格的差距；图片来源：彭博社特斯拉这种价格浮动策略在汽车公司中是独一无二的，这是因为马斯克拒绝了汽车行业两个世纪以来的传统。首先，他避开了特许经销商模式，让特斯拉能够控制客户购车支付的最终价格。其次，他打破了行业惯例：传统车企会在每个车型年开始时设定价格，随后几年基本保持不变。不过，今年早些时候，Model 3的大幅降价让其开始与美国平均汽车价格分道扬镳。更令人震惊的是，此前Model Y SUV的起售价比平均交易价格高出近2万美元，而现在却低于行业平均价格。特斯拉Model 3和Model Y的价格降至历史最低；图片来源：彭博社二、特斯拉有降价空间当前除了比亚迪，全球没有哪家汽车制造商的电动汽车产量能够接近特斯拉。虽然特斯拉只有少数几款车型，但其高产量意味着无与伦比的规模经济。随着制造技术的创新，从整车结构到更简单的电池，特斯拉一直在降低成本。特斯拉是全球最大的电动汽车制造商；图片来源：特斯拉今年第一季度，特斯拉的毛利率为19.3%，虽然低于预期，但仍好于诸多国内外汽车品牌，在中国表现最好的比亚迪也仅为17.8%。因此，即便特斯拉的利润指标在今年第一季度有所下滑，但其在行业内的利润空间依然十分惊人，在价格战方面依然十分有优势。特斯拉营业利润率遥遥领先；图片来源：特斯拉相比之下，Rivian Automotive Inc.和Lucid Group Inc.等新兴竞争对手远未达到收支平衡，福特汽车和其他传统汽车公司的电动汽车业务也是如此。除此以外，特斯拉还坐拥可观的现金缓冲，并在过去三年偿还了约100亿美元的债务。特斯拉现金储备不断增长，债务不断下降；图片来源：彭博社三、特斯拉正面临需求问题当然，高产能有利有弊。在经济繁荣、消费者需求强劲的时候，这是件好事，但在经济动荡时期就没那么好了。自去年下半年开始，特斯拉每个季度的产量都比交付量高出数万辆。汇总特斯拉网站上车辆列表的博客发现，特斯拉在欧洲、美国乃至全球的库存还一直在增加。此前特斯拉公布，第一季度其汽车库存可供销售15天，根据行业标准这一水平相对健康。但如果从其汽车库存的增长趋势来看，前景并不乐观，因为即使在最近的降价大促之后，特斯拉汽车库存仍处于疫情开始以来的最高水平。特斯拉汽车库存一直在攀升；图片来源：彭博社伯恩斯坦公司（Bernstein）的分析师Toni Sacconaghi在5月1日的一份报告中写道:“特斯拉显然正在从供应受限（交付量随着产能和价格的增长而增长）转变为需求受限（价格下跌以刺激需求，生产速度超过交付速度）。”马斯克本人也对经济衰退的风险发出了警告。在去年年底的一次Twitter Spaces对话中，他称利率上升和消费者需求下降是特斯拉面临的“双重打击”。“你想增加销量吗?但在这种情况下，你必须下调价格；还是希望以较低的速度或稳定的速度增长?”马斯克曾抛出这样一个问题，并给出了答案：“我倾向于，在不让公司面临风险的情况下尽可能快地增长。”四、动态定价可能会成为新常态年初时，还有特斯拉车主因不满特斯拉大幅降价而挤进展厅表示抗议，但现在，并没有明显迹象表明消费者对特斯拉的愤怒持续存在。其他汽车制造商也在关注马斯克的做法。随着电动汽车需求的飙升和传统车企对特斯拉的追赶，包括福特和沃尔沃汽车在内的车企开始朝着更加集中地控制电动汽车销售和定价的方向发展。例如，福特去年三次修改了其新款电动皮卡F-150 Lightning的建议零售价。福特首席执行官吉姆•法利（Jim Farley）上个月对记者表示：“你必须能够迅速重新定价。这是一个竞争激烈的市场，一些品牌会选择保护销量增长，而不是盈利。”事实上，特斯拉就是如此。不论是降价还是涨价，特斯拉目前的主要目的都是为了促进销量增长，提高自身的市场占有率。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":652494374,"gmtCreate":1684818642598,"gmtModify":1684821349158,"author":{"id":"3454417446558248","authorId":"3454417446558248","name":"上山打脑腐","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3454417446558248","authorIdStr":"3454417446558248"},"htmlText":"至今还有人信特斯拉成本定价，合着去年年末今年年初成本爆降6万呗[开心]&nbsp;","listText":"至今还有人信特斯拉成本定价，合着去年年末今年年初成本爆降6万呗[开心]&nbsp;","text":"至今还有人信特斯拉成本定价，合着去年年末今年年初成本爆降6万呗[开心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/652494374","repostId":2336337704,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":652496611,"gmtCreate":1684816836933,"gmtModify":1684816838449,"author":{"id":"3479771273726972","authorId":"3479771273726972","name":"跟着队长一起走","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"hat":"https://static.tigerbbs.com/eec1894d24f295622b8891594288edf1","crmLevel":2,"crmLevelSwitch":1,"idStr":"3479771273726972","authorIdStr":"3479771273726972"},"htmlText":"瞎操心，干点正事吧","listText":"瞎操心，干点正事吧","text":"瞎操心，干点正事吧","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/652496611","repostId":2336337704,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":6,"commentSize":2,"repostSize":4,"favoriteSize":3,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.4","shortVersion":"4.29.4","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2336337704"}