The same is true for model 3. A few years ago, the competitors of Tesla Model 3 were BMW 3 Series and mercedes benz c Class. Based on this, Model 3 has better appearance, more radical performance and more comprehensive intelligence. Before and after the release of Model 3 in 20 15, the price of 500,000 to 600,000 can be really fragrant. Entering China, the price of more than 400,000 yuan will be in short supply.
People always like to play with something new and exciting. When they meet the right person or thing, the lower body begins to dominate the upper body, and their hearts are like a fire, and adrenaline instantly dominates the brain.
However, Tesla Model 3 was indeed the best choice at that time. After all, Tesla also experienced the first wave of fierce market killing before it stood out. In 2008, when China's new energy was still the mainstream of traditional car companies such as Chery and BAIC, with huge government subsidies, Tesla had beaten GM and Toyota everywhere in the United States, and then began to curl up and kill competitors such as Fisk. Without a few brushes, Tesla will never have the last laugh.
Tesla killed Sifang for many reasons. First of all, Tesla has experienced more than ten years of development and accumulated a lot of experience from the first Roadster to the Model S; Secondly, from thermal management to performance and actual performance, Tesla showed a completely crushed situation and established a high-end brand image. Thirdly, from Model S to Model X, and then to Model 3, from 5.6 million to 200,000, the strategy of holding high and hitting high makes consumers feel that they have earned it.
There is no doubt about the significance of Tesla to the whole pure electric vehicle. From scratch, we have gradually sorted out and established a perfect pure electric vehicle supply chain, so that latecomers do not need Tesla to develop better cars at such a large cost. This model also sets a benchmark for the latecomers, whose performance and price can only survive if they are surpassed, and also stimulates the latecomers' desire for survival.
The owners of Tesla's early high-end models helped a lot.
That is to say, if the cars launched after Model 3 can't surpass in performance and price, it is wise to pack up and go home early, which is why many people choose Tesla in front and more and more people choose Tucki P7 in the back. On the one hand, performance and price are not bad, on the other hand, differentiated competition is becoming more and more important.
Compared with Tesla, Weilai has better service and luxurious texture, and it is the most ideal to make cars that meet the needs of consumers in China with extended programs, while Tucki P7 relies on perfect service and intelligent experience to attack the city.
However, in my opinion, Tucki P7 has two advantages that competitive products do not have. First, he is a China car company rather than an American car company, and the consumption habits of Americans are very different from those of China; Second, Tucki's development route is not from overseas to China, but from China to attack overseas.
If implemented on Model 3 and Tucki P7, the first point can be divided into two small aspects. 1, the problem of luxury texture; 2. The logic of software peddling.
1, luxurious texture
In the eyes of Europeans, Americans are nouveau riche who don't pay attention to details and quality, and even their lifestyle is not as gentle as that of Europeans, so Americans can make more expensive products, but they can't breed luxury brands. This explains to some extent why most luxury brands are concentrated in Europe.
However, China consumers are particularly fond of European luxury brands, not only in the automobile field, but also in clothing, bags, motorcycles, cosmetics and watches.
In contrast, those models that sell well in the United States have simple interiors, strong power and rich safety configurations, which are not in line with the habits of China consumers (except family cars). Although consumers in China also need motivation and security, the sense of luxury, that is, the so-called atmosphere, luxury and face, is the main factor that can influence China's purchase decision.
If the early consumers in China chose Tesla Model 3 because of its intelligence, then after achieving the same intelligence in Tucki P7, richer application scenarios and more advanced luxury experience become particularly important.
Therefore, Tucki P7 tries to create a luxurious atmosphere and try to avoid the problem of lack of texture. On P7, consumers see, touch, use and hear almost all good materials. Tucki P7 pays special attention to the creation of five senses (sight, hearing, smell, taste and touch), and strives to create a sense of luxury in interior materials and workmanship, the most typical of which is the intelligent music cockpit enhancement kit.
The enhancement kit includes Dana stereo and Napa seat. It is not common to invest 200,000 yuan in such high-level audio equipment, which just reflects that Tucki people know more about the G-spot of China consumers. After all, a good sound system often hides the requirement of quietness behind providing an excellent audio-visual feast, and quietness is the most important and subjective factor in China consumers' perception of luxury.
2. Software peddling logic
In the earnings conference call in the fourth quarter of 2020, Musk said that only 65,438+0-2% Tesla owners in China have purchased fully automatic driving service (FSD), which indicates that overseas logic may not be suitable for China.
The price of FSD service is more than 60,000, and most consumers are very resistant. One thinks it is unnecessary and the other thinks it is too expensive. Therefore, in order to grasp the psychological expectation and software price of China consumers, or in front of FSD pricing and market, China brand will definitely find another way.
Therefore, Tucki P7 chose two pricing systems for XPILOT 3.0 software, which cost 36,000 yuan to purchase the upgrade and 20,000 yuan to purchase Tucki P7 at one time-first set an expectation, and then give an awesome price, which makes consumers feel "earned" by comparison. This is very characteristic of China.
China consumers' unique comparative purchasing psychology can only be understood by China enterprises, so I think there will be a phenomenon that "China people know China people better" in many industries in the future.
About the whole part of XPILOT 3.0, almost all the media spoke highly of it, calling it "more China's autonomous driving".
Different from the United States, China has low speed, traffic jam and disorderly parallel lines, so NGP needs to consider more safety strategies. When entering the expressway, Tucki P7 will leave the rightmost lane first to avoid being slowed down by the truck. Once the driving speed is lower than the set cruising speed, Tucki P7 will tend to overtake in time and choose the scheme of smoothing lanes.
Moreover, Tucki P7 lane change will not stick to the super lane logic, and you can choose the left and right lanes at the right time. That is to say, if there is a slow train in the overtaking lane, Tucki P7 will also judge the overtaking logic by itself, and at the same time, it will do enough detection for oncoming vehicles in the rear. Once the oncoming vehicle is detected, the vehicle will drive in the original lane to avoid accidents.
This practical and innovative driving experience will allow consumers to make choices with reference to the future frequency of use. Results 73.4% and 98% users respectively chose P7 of Xpiolt2.5 and Xpilot3.0 with driving assistance, which was extremely intelligent.
The second point, "Tesla is a global car company that entered China from overseas, not China", can also be divided into two small aspects, 1 and intelligent experience; 2. After-sales service of batteries
1, intelligent experience
For some reasons, the Internet in China and overseas is relatively isolated, which leads to a completely different application ecology between them. From cloud services to social software, China has its own system, which is easy to see from mobile phones.
Due to the rapid development of cmnet, many so-called smart products developed in the global market are simply "five war dregs" in front of China. A simple example is the automobile system. When the in-vehicle system of China brand developed to voice, gesture and even intelligent cockpit, the in-vehicle system launched by the joint venture brand still could not meet the daily needs.
For example, Ford's SYNC system, which has been overseas for many years, was easily killed by the SYNC+ system made by Ford China. China's unique usage habits make it difficult for foreign monks to recite scriptures.
Another way of saying this is that people who enter China from overseas, rather than those who export from China, often present certain disadvantages. There is a simple reason. China's software market is huge. A software or product has to be tested by hundreds of millions of people in China, and there are few bugs after being exported overseas. Tiktok and WeChat vividly illustrate this point.
However, when overseas software enters China, it is easy to cause various bugs, either because too many people use the software at the same time or the system is not stable enough. After Spring Festival travel rush's epic killing of 12306 and double 1 1 Taobao, China's ability to develop Internet apps is unique in the world, which also contributed to the ability of China Internet to find and solve problems.
This can be seen as the difference between Tucki P7 and Model 3. Tucki P7 was developed by a domestic team. Finding the difficulty of solving problems and the frequency of system bugs is easier to win the favor of domestic consumers. At the same time, there is more room for content selection.
Autopilot is the most influential part. I don't recommend consumers to buy overseas autopilot systems. The reason is that China's national conditions, driving habits, map data and living environment make these autopilot applications very good overseas, but they may not be easy to use in China. At present, many overseas autonomous driving companies do not have R&D teams to carry out localization work in China.
Therefore, overseas car companies cannot compete with Tucki P7 in tapping consumer demand. For example, it is difficult for American consumers to meet the parking problem of China consumers living in buildings and shopping malls. Therefore, Tucki P7 has added services such as VPA to the latest OTA promotion. Domestic manufacturers have more advantages in the application scenarios with China characteristics.
2. After-sales service of batteries
Although battery technology is rapidly iterating, the last link that China consumers resist pure electric vehicles is the battery. Therefore, Tesla Model 3 and Tucki P7 are also two ways to solve battery doubts.
Model 3 provides the battery with an 8-year vehicle warranty of 654.38+0.6 million kilometers, and the battery capacity is not less than 70% during the warranty period. The warranty level belongs to the standard stipulated by national laws.
Based on this understanding, Tucki P7 put forward the service of 4,000 yuan battery lifetime warranty, which fundamentally and thoroughly solved the worries of consumers. In fact, the battery warranty is only one of the points. In the global competition, many competitive strategies of China enterprises are radical and many policies are revolutionary. It is precisely because of this extremely involution competitive strategy that pure electric vehicles are developing faster in China than overseas.
China's mobile Internet is coming step by step, so I prefer to believe that China will do better than foreign countries in pure electric vehicles.