Tesla(US:TSLA) 36氪·2025-10-14 10:43Core Viewpoint - Tesla is shifting its strategy to introduce simplified versions of its popular models, Model Y and Model 3, to capture lower-priced market segments in China and Europe, aiming for increased sales volume while maintaining brand reputation [4][7][15]. Group 1: New Vehicle Projects - Tesla China is advancing two new vehicle projects, internally coded E41 and D50, which are simplified versions of the current Model Y and Model 3, respectively [5]. - The production timeline for these new models is expected to be around mid-next year or later, as they have entered the validation testing phase [6]. - The simplified models will feature significant reductions in configuration, with over 20 features being simplified or removed, leading to a price reduction of approximately $5,000 to $5,500 [6][16]. Group 2: Market Strategy - The introduction of simplified models is part of Tesla's broader strategy to penetrate lower-priced markets, leveraging its established brand reputation [7]. - Tesla has already launched simplified versions of Model Y and Model 3 in North America, priced at $39,999 and $36,990, respectively [6]. - The simplified Model Y has already been listed on websites in Norway, Germany, and Sweden, with an official launch expected in November and December [6]. Group 3: Sales Performance and Market Response - In September, Tesla China achieved a record monthly sales figure of 71,000 units, attributed partly to the introduction of the six-seat Model YL, which has received mixed reviews [9][10]. - Despite the success of the Model YL, Tesla is concerned about the sales performance of the simplified models, indicating a cautious approach to their rollout [11]. - Tesla's global sales for the first three quarters of 2025 reached approximately 1.2178 million units, reflecting a year-on-year decline of 5.9% [15]. Group 4: Future Considerations - Tesla is contemplating the revival of the NV91 and NV93 projects to develop smaller vehicles, which could enhance its competitive edge in the low-price market [11][12]. - The simplified models are seen as a strategic move to counteract the intense competition from lower-priced offerings by companies like BYD [13]. - The company's stock price fell by about 4% following the announcement of the simplified models, indicating market skepticism about the effectiveness of the price reduction strategy [16]. Group 5: Strategic Challenges - Tesla's shift towards simplified models reflects a balancing act between maintaining its automotive business and investing in future technologies like AI and robotics [17][18]. - The challenge lies in sustaining the automotive business while navigating the high-risk, long-cycle investments in emerging technologies [18].