Tesla's localization plan will be clearer at the end of the year

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Tesla's factory in China, whether it is surnamed "Shanghai" or surnamed "Guangdong" or surnamed others, has been suspicious for more than two years. After many rumors and official denials, now finally has a more reliable answer - - Tesla has responded to the Southern Reporter recently and pointed out that it is currently discussing with the Shanghai Municipal Government the possibility of building a factory in the area. "Tesla has been committed to deepening the Chinese market. Let's take a look at the car electronics series. Let's take a look at the relevant content.

At the same time, in order to better serve the global market, we also continuously evaluate the location of potential manufacturing plants on a global scale. "Tesla, which is equipped with advanced new energy technologies, has always been one of the focuses of the world's auto industry. It is difficult to turn a blind eye to China's high-speed development of new energy vehicles. In addition, the temptation of China's huge market has also made it special. Sla had to speed up the layout. Accompanied by it was an invisible Tesla “race for battle.” Now, Tesla’s factory in China is basically a foregone conclusion, and consumers are expected to buy cheaper Tesla. However, Tesla’s efforts to increase production capacity are not a good thing.

Tesla's localization plan will be clearer at the end of the year

“The localization plan will be clearer at the end of the year”

The news that a car company has never built a factory in China is so confusing.

Since the founder of Tesla, Musk, came to China in 2015, the news of Tesla's establishment of a factory in China was almost uninterrupted. At that time, China's new energy vehicle market exceeded the United States for the first time and became the world's number one. Who can introduce Tesla with obvious technical advantages, apparently doing more with less in the layout of new energy vehicles, and the “competition war” has started.

As early as last June, Shanghai Jinqiao Group Co., Ltd. and Tesla "signed" the news that did not have a binding memorandum, but it was not long before the former denied it.

This year, Tesla’s news of building a factory in China entered an “outbreak period”. On the occasion of the “tangled relationship” between Tesla and Shanghai, Tencent, a Shenzhen-based company, invested in Tesla through its Yellow River and acquired 1,867,500 shares of Tesla in the open market for US$1.778 billion. The five major shareholders, Tesla and Guangdong are also attached. In addition, there are news outflows in the industry. Tesla has plans to build factories in Guangdong, but this news has come to an end with Tesla’s unilateral denial.

Tesla's main customers are concentrated in the north and south of Guangzhou and Shenzhen, as well as Tianjin and Hangzhou and other first-tier and first-tier cities. In addition, considering that pure electric vehicles are more suitable for production in the warm climate of the south, Shanghai and Guangdong naturally become “alternative sites”.

In June this year, some media quoted the news that Tesla officially decided to settle in Shanghai and built the joint venture factory in Shanghai Lingang Development Zone. After that, it was still familiar with the "routine", and both Shanghai Lingang and Tesla denied it.

Perhaps it was realized that the paper could not hold the fire, Tesla finally showed the intention of cooperation with the Shanghai Municipal Government. However, as of now, as for the progress of Tesla’s domestic plan, what is the specific form of joint venture, no matter whether it is Tesla or its partners in China, there is no further announcement. “At the end of this year, our localization The plan will be clearer.” Tesla gave this timetable to Southern Reporters.

Improving production capacity may not be the same

Luxury brands need to significantly increase sales, and it seems that the establishment of a factory in China is the only way. BMW Brilliance, which was formed in 2003, has launched a million BMWs in January 2015. The Tiexi, Dadong and Powertrain plants and R&D centers in Shenyang currently form China's most important high-end production base. First, five BMW models have been put into production at the Shenyang production base. Similar to Beijing Benz, Mercedes-Benz and BMW's explosive growth in recent years, it can be said that there is an absolute connection with domestic production. Even the late Volvo was made in the name of the Asia-Pacific, and the price was lowered.

It is not necessarily 100% suitable to compare the luxury brand Tesla with pure electric vehicles. However, the role of localization in improving production capacity and price is undoubted. The mature joint venture experience of domestic enterprises can also make Tes Pull localization and take less detours. Cui Dongshu, secretary-general of the National Passenger Car Market Information Association, pointed out that Tesla’s construction in China has triggered the “squid effect” of the domestic new energy vehicle market. “China’s establishment of factories can reduce the tariffs and freight charges borne by consumers, and secondly Tesla's new product bookings are large, and new super factories are needed to expand production capacity."

What is the current capacity limitation of Tesla? In the past few years, Tesla’s sales have not been able to grow by orders of magnitude. The lack of capacity is an open secret of the industry. Take the “cheapest” Tesla Model 3 as an example. Laguan.com has set the delivery date for this model to be at the end of 2017, but now the official website has been revised to be delivered in North America in 2018, followed by Europe and Asia Pacific. Tesla's capacity limitations have even been “opened up” by domestic new energy vehicle companies. Southern Reporter was informed on the company's open day of the company that its target period for delivering a mass-produced smart car is Tesla's three-pointer. one.

Although the prospects may seem beautiful, but the foreign-funded pure electric vehicle brands have to be domestically produced, but they may not be able to achieve peace. Some analysts in the industry pointed out that at present, if foreign-funded car companies set up factories in China, they must find cooperation with Chinese partners. At the same time, the shareholding ratio must not exceed 50%. For Tesla, who is a bit "proud", I am afraid it will be spent. Time to adapt to China's national conditions.

The production of batteries, the core of new energy vehicles, may be the most troublesome thing for Tesla. At present, China's new energy vehicle production qualifications are based on Chinese-made battery distribution, but at present all of Tesla's batteries are sourced from its super battery factory. If the battery is not made domestically, it will not be able to obtain new energy vehicle qualifications and Policy subsidies. However, Southern Reporter has previously learned from Panasonic insiders that Tesla has already announced plans to set up a factory in China with Panasonic to produce special batteries.

Tesla’s current response is still relatively conservative. “Most of the production is expected to be completed in the US after the domestic production.”

Outlook

Tesla's price will fall in the future, the joint venture brand "harvest period" will come?

From the consumer's point of view, in the official response given by Tesla, its description of the future price of the vehicle is most worthy of attention. “We need to set up overseas factories to ensure that more local consumers can afford our. Product. Take Tesla Model3 as an example. Assume that tariffs, value-added tax and other expenses are removed. According to its official guide price of 35,000 US dollars and the latest exchange rate, theoretically 240,000 can buy a Tesla, and according to imported cars. For the price, you will have to pay more than 40% of the car price. The 240,000 yuan is the price that the mid-to-high-end new energy vehicles of the current self-owned brands also touched. This has not considered whether Tesla will launch a more favorable Chinese "special supply" model in the future.

There is a common concern in the industry that self-owned brands can cultivate consumers' consumption habits of new energy vehicles, and after the charging piles are further popularized, the joint venture brands with relatively strong vehicle strength can harvest the market as long as they introduce new energy vehicles. Squeeze the profit and subsidy space of independent brands. In the current new energy vehicle market (including pure electric vehicles and plug-in hybrid cars), the independent brands occupy almost the majority of the market share, Tesla's models only have a market share of about 2% to 5%, as for other For a moment, the traditional giants are hard to shake the new energy status of their own brands. However, the past new energy vehicle market policies and subsidies as the main driving force, after the market is fully competitive, Tesla and other giants aiming at new energy vehicles will bring huge challenges to their own brands.

The above is a more clear introduction to the end of the Tesla localization plan for automotive electronics. If you want to know more information, please pay more attention to it. Electronic engineering will provide you with more comprehensive, more detailed and updated information. .