By making a significant price cut on its Model 3 and Model Y electric cars, Tesla has attracted many customers, as announced by Elon Musk during the presentation of financial results. An increase in demand that was quickly accompanied by a small increase in prices. And a Cybertruck that will be produced this year, but in very small numbers.
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In recent months, Tesla’s situation has been somewhat worrisome, especially in China. And for good reason, the brand has too much stock of Model Y and Model 3 that it couldn’t sell, despite a price cut and the return of the sponsorship program. It was not necessarily better in the United States, while customers preferred to wait until January 1, 2023, the date from which the brand’s vehicles became eligible for the $7,500 tax credit.
A profitable decline
If the manufacturer broke its record with more than a million cars delivered in 2022 worldwide, customers weren’t necessarily there at the end of the year, even though factories were running at full speed. This is how on January 13, Tesla made an unexpected price drop, worldwide. The Model Y then dropped $13,000, or about 11,900 euros based on current exchange rates.
And inevitably, this new pricing policy had an impact on sales, as Elon Musk expected with this strategic move. Relayed by the site automotive newsthe head of the brand explains that ” so far in January we have registered lThe highest number of orders compared to the previous year“. He goes on to say that ” we are currently seeing orders at double the production rate« .
Result, Tesla decided increase the price of your Model Y again, of the order of 500 dollars (about 458 euros), due to an increase in demand. A revaluation that is not surprising, because the brand is used to playing yo-yo with the prices of its cars, and it has been going on for several years. notice that this increase does not affect the French market.
The Cybertruck will count for little
Tesla also released fourth quarter and full year 2022 results, announcing that a record profit of $12.5 billionagainst 5,500 million in 2021. An incredible development, when we know that the company had lost 1,000 million in 2018. A revival that we owe in particular to the Model 3, then to the success of the Model Y, which was the best-selling car in Europe in November , all engines combined.
But the brand wants to go even further. If you delivered no less than 1.3 million cars worldwide in 2022, Tesla announces a goal of 1.8 million this year. Even if Elon Msk claims to be capable of producing two million vehicles, barring major issues. What to keep its main competitor BYD at a distance? Hard to say. However, it is above all in the Model Y and Model 3, which will soon be redesigned, that Elon Musk counts the most to reach this figure.
In fact, if the Tesla Cybertruck launches well this year, it shouldn’t count for much in the 2023 results. It will begin its commercialization this summer in the United States, and it will still be time before it invades other markets. Tesla announces that production volume will be very low this year, with a start scheduled for the summer. As a reminder, the Model 3 has been on the market since 2017 in North America, but only made it to Europe a year later. And it wasn’t until 2019 that it was released in China.
The electric pickup truck will also have to face some stiff competition, landing a bit late in the market, taking on the Ford F-150 Lightning, Rivian R1T, and other Chevrolet Silverado EVs. Because for the record, it was unveiled in 2019 and then postponed many times before Elon Musk announced a final date for summer 2023.
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