While several manufacturers have decided to join Tesla’s game by lowering their prices, some like Renault or Fisker are radically opposed. For them, lowering their rates is absolutely unnecessary at best and dangerous at worst.
At the moment
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For a few days, something is happening in the automotive world. Indeed, it is a real price war that has broken out between various manufacturers of electric cars. This was triggered by Tesla, long accustomed to price swings but taking a new step on January 13. And it is not for less, Elon Musk’s firm has lowered the price of its Model 3 and Model Y to 13,000 euros, worldwide.
a world war
A change that had a real snowball effect, then worrying the manufacturers who fear while the controls collapse. This is particularly the case with Xpeng, which has slashed the prices of its P5, P7 and G3. The firm was quickly followed by VinFast, which also decided to review the prices of its cars, and in particular its VF8, which went from $59,000 to $53,000 in the United States.
A few days later, it was Lucid’s turn to tweak its pricing policy for its Air sedan, now available in Europe, but only on the rental deal. Ford also decided to act by lowering the price of his Mach-E, contrary to what he had said a few months earlier. At that time, the manufacturer preferred to increase its profits instead of lowering the price of its electric cars.
In short, many brands have agreed to join Tesla’s game, which has opted for this radical measure to boost its sales. In fact, and although it broke its own record with more than a million cars delivered worldwide in 2022, the Texas-based firm has suffered a difficult situation, particularly in China and the United States. It is also preparing for one of the worst years in its history in 2023.
A pessimistic forecast, which we owe to the phenomenal progress of Chinese manufacturers. But if many have decided to practice more aggressive prices, other brands refuse to play this little game, in particular the case of Volkswagen, which will not lower the prices of its ID.3, ID.4, ID.5 and ID. buzz. Same for Porsche. which even plans to increase its prices by 6% according to certain dealers absorbed by Automotive News Europe.
Not for everyone
But the two German brands are obviously not the only ones. This is also the case with Renault, as confirmed by its boss Luca de Meo to the British site. car. He explains that “ we have to invest, we have to generate margin for electric cars. Without it, it will not become a healthy business model for the industry.“. The businessman takes the opportunity to remember that the battery is 40% of the price of the carThus, the room for maneuver is reduced. The price of the battery depends on 80% of the price of the materials.
It is not, therefore, to reduce the prices of its electric cars, although the Mégane E-Tech has made a slight rise in recent months. The same in Dacia, where all the models in the range, including the Spring, have gone from 500 to 1,000 euros. But the tricolor brand is not the only one that rejects this downward trend, although it has found a solution to reduce the price of its cars, opting for smaller batteries.
In fact, this is also the case with Fisker. Relayed by the site Fisheryspecialized in brand news, its CEO Henrik Fisker explains that ” I don’t think we have to do that, because we are half full 2024 […] Everyone is seeing cancellations, but at the moment I don’t see an overall reduction in our bookings.“. The leader also recalls that there are more than 1,000 people on the waiting list for Ocean One in case a client withdraws.
For the leader, the brand’s prices are already very competitive and it offers features not found elsewhere, like the solar panel on the roof of the electric SUV and the Pear. As a reminder, both can now be booked in France.
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