[Exclusive] Tesla Is Unlikely to Cut Prices in China Again, VP Says(Yicai Global) Dec. 30 -- Tesla is not likely to further drop its vehicle prices in China as the US electric carmaker has mostly achieved its localization goal, according to a vice president of the company’s operations in the country.
Higher prices for Tesla vehicles also cannot be ruled out if the costs of raw materials and parts rise in the future, Grace Tao told Yicai Global in a recent interview.
The sticker price on Tesla's China-made Model 3 has fallen several times since the car’s debut, irking owners of older Model 3s. The cost dropped five times in the 12 months to October, with about CNY100,000 (USD15,320) shaved off the upgraded rear-drive model with standard battery life. They now sell for CNY249,900 each, down from an initial CNY355,800.
Founder and Chief Executive Elon Musk is a stickler for controlling costs. The California-based company had a gross profit margin of 23.5 percent in the quarter ended Sept. 30, while that for the China-made Model 3 was even higher, prompting anticipation of another reduction in the vehicle’s price.
Panasonic was recently reported to be ready to start trial production of a cheaper battery for Tesla as early as next year, raising hopes that this would also trigger a new round of price cuts, leading prospective Tesla buyers to take a wait-and-see approach that could weigh on sales.
Model 3 sales jumped 77 percent to 21,604 at the end of last month from October, according to data from the China Automobile Dealers Association Automobile, bringing the total sold in China to 111,645 as of last month.
As sales climb, so does the pressure on Tesla’s after-sales service. The company expects to have 90 service centers in the country by the end of this year, Xue Juncheng, director of China after-sales, told Yicai Global. And it aims to double the number next year from 2020.
Battery charging is an important service of the company, Xue said. With ever-more Teslas on the road, drivers do not have access to enough public charging facilities. In light of this, the firm has built its own charging piles in Shanghai, at all V3 super charging stations. Their number may reach 10,000 next year. Tesla will also install more in garages, highways and other public spaces.
Editor: Ben Armour