On January 15, Tesla officially announced the fees in mainland China, the cost is 1.8 yuan / kWh. In addition, according to Tesla's previous notice, the last model to enjoy the free charging policy is the vehicle that was placed before January 15, 2015 and delivered before April 15, 2017. This also means that the policy of Tesla's lifetime free charging has ended since yesterday.
On January 14, the "Securities Daily" reporter visited Tesla's Beijing-based Liangmaqiao destination charging station, Xiangheyuan Street's contemporary MOMA destination charging station, and the CapitaMALL charging point to interview a number of Tesla owners. What the reporter did not think is that most of the owners did not show any objection to the superchargers (hereinafter referred to as superchargers) charges, and the owners of the interviews all agreed and supported.
It is worth mentioning that a small number of car owners reflect the excessive acceptance of parking fees in Tesla's overcharged parking lot. The reporter's investigation found that this part of the charge is not the official opinion of Tesla, but the fee charged by the hotel or the parking lot unilaterally. However, some insiders believe that the Super Charging Station is part of Tesla's free charging network promised to customers. On the issue of fees, Tesla China is suspected of “inactionâ€.
Tesla charging into the charging era
On January 15, Tesla officially announced the fees in mainland China. The reporter calculated the official price of 1.8 yuan / kWh, driving from Beijing to Shanghai, about 1200 kilometers, the fuel cost of ordinary fuel vehicles is about 780 yuan. Tesla Model S is about 400 yuan for electricity according to the new charging standard. It can be seen that Tesla's energy bill is still far lower than the cost of traditional cars.
It is understood that Tesla super charging station is divided into two types: one is urban overcharge, the other is high speed overcharge. The former, as the name implies, is in the city, mainly for urban commuting to replenish electricity; the latter is mainly built on high-speed borders and intersections to replenish vehicles for long-distance travel. In China, the number of urban overcharges is more than that of high-speed overcharge, and its usage rate is far overloaded. The phenomenon of overcharge queues in cities such as Beijing and Shanghai is particularly serious.
In the interview, Mr. Li, the owner of Tesla MODEL S, told reporters that many Tesla owners used supercharges not because they had to rely on overcharge, but on the occasion of having a home at home, to save money. What's more, "Because most of the overcharged parking fees are free, many people use Tesla as a parking space. The car is thrown there for one afternoon. There are more people who have free resources. The charging station often has crowded queues. This behavior has also been met with a weekly crusade by the owner of the car." Â
Previously, Tesla's US headquarters had sent a letter to the owner, suggesting that non-long-distance travel should not occupy the super-charged position, so as to avoid charging congestion. Then, according to another MODEL X owner, Mr. Wang, he called on the respondent to say, “Humanity is profitable. When the cost of using overcharge is lower than that of home charging, and when parking is free, no one will give up more comfortable overcharge.â€
From the third quarter financial report released by Tesla in FY2016, Tesla turned around for the first time in three years, and the net orders for Model S and Model X new cars increased by 68% year-on-year, while the demand for high-end models continued to grow. Carrying orders for more than 400,000 entry models, Model 3, in fact, in order to be able to deliver the Model 3 on time, Tesla is continuing to increase its investment in base capacity to produce 500,000 Tesla in 2018. The goal of the car.
Some analysts told reporters that when the supply problem was solved, the supply of the next charging device became a problem. Tesla is currently putting all the bets on the production of Model 3, and the debt pressure of her own is gradually rising. Tesla has almost no other energy to spread more super-charged piles.
The above-mentioned person said that in the face of the demand for charging that will multiply in the future, Tesla's change of "free charge" to "charge charge" is not only a matter of profit consideration, but also an efficiency and service consideration: on the one hand, it can be improved. The problem of poor customer experience in the super charging station is low; in addition, an online real-time charging charging system can be built. Before the Model 3 is taken, the charging system and system can be optimized continuously; finally, a small amount of cash can be recovered.
Tesla's "out of the world" influence geometry?
The reporter noted that Tesla has saved costs from all aspects under the dual pressure of tight cash flow and worrying about earnings. Tesla also admitted in the announcement: This (charging charge) allows us to reinvest in the super-charged network, accelerate the expansion, and ease the waiting time for the owner to charge.
According to public information, Tesla has been losing money since its listing in 2010. The accumulated loss amounted to US$2.1 billion. This is also a common problem faced by all new entrants in the automotive industry.
Recently, LeTV's founder Jia Yueting said that LeTV's auto business needs another 10 billion yuan to guarantee production. Another electric vehicle company, Faraday's factory in Nevada, was shut down due to shortage of funds at the end of last year. It can be seen that the automotive industry is a highly resource-intensive industry, and emerging car companies, including Tesla, are facing considerable pressure.
The relevant person in charge of Tesla told reporters that the change in the charging system does not mean that Tesla will charge immediately. The owner can still charge 400 kWh per year for free, which is equivalent to driving about 1600 kilometers. It is only after the power consumption is exceeded that the super charging pile will charge a certain fee.
At the same time, he pointed out that the above charges only refer to the public Tesla super charging pile, and the user-installed home charging facilities are not affected, and they still pay according to the electricity standard stipulated by the property. Tesla promises never to use super charging as a profit point.
However, in just over three years, from the time when I entered China, I promised that the super charging station will be free for a long time, and now I will change the price and set up another price tag. Tesla is so “out of the wayâ€, will this cause the current owner or some sensitive potential users? Questioning its integrity?
Su Hui, vice president of the China Automobile Distribution Association's Tangible Automobile Branch, said that Tesla's brand image and value have been established, and that a service is no longer free to have a significant impact on consumers' willingness to purchase. In the context of marketization, it cannot be said that free is good, and it cannot be said that charging is not good. However, since the decision is made, the service can keep up.
“As a Tesla owner, the service quality and experience requirements will be relatively high. Correspondingly, Tesla needs to be prepared for billing methods, payment processes, and troubleshooting. After all, customers are free and chargeable. The tolerance is not the same." Su Hui told reporters.
In fact, with the increase in the number of new energy vehicles, the charging method will inevitably be diversified, personalized, and scientific. When paid charging becomes a common sense, the focus of everyone's concern will naturally shift from free to convenient.
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