Nov 30, 2019 Viewed: 38 Tags: 品牌营销   海外营销   新闻资讯   数聚梨推荐  

5 days orders broke 250,000, Tesla's electric pickup trucks sold

Last week, Tesla released the futuristic all-electric pickup Cyberbert. Many people remember the "rollover" scene where the bulletproof glass was cracked, but in fact, at the press conference and after the press conference, Tesla CEO Musk also "touched the porcelain" with a friend—a traditional American car manufacturer Ford. According to all-weather science and technology reports, on the evening of November 25th local time, Musk posted a 16-second video on social media with more than 12 million web views. In the video, Tesla's electric pickup, Cyberbertr, effortlessly drags Ford's best-selling pickup F-150 up the hill. Subsequently, Sundeep Madrea, Ford's vice president of the Ford X division responsible for developing new business models, directly warned Musk and asked the other party to send a Cyberbertuck to Ford for a "matching" pickup tug of war. Musk was glad to face it.

 

This is mainly because many people questioned that the tug-of-war test conducted by Tesla was not fair to Ford. A suspected four-wheel-drive Cybertruck "rolls over" a rear-wheel-drive version of the Ford F-150. The car's net weight and tire type will also have an impact. The astrophysicist Neil deGrasse Tyson, who has always supported Musk to be greater than Bezos, Jobs, and Zuckerberg, is questioning the fairness of the tug of war directed by Tesla. Examine the power of the engine. He asked Musk to "fully load" the Ford F-150, give the rear wheels maximum traction, and then drag it up the hill. Musk accepted the proposal. The new version of the tug-of-war will be held as early as next week. Musk also suggested to broadcast live through the Internet.

 

Tabpear noted that shortly after the success of Ford's "approach to the rack", this morning (November 27), Beijing time, Musk also said on social media that since the launch on the 22nd, Cybertruck has received 250,000 orders. Tesla's uniquely-designed pickup truck was only unveiled at a design studio located in California, USA on November 21st. Musk has been updating the number of orders for Cyberbertuck in real time on Twitter (and Sina Weibo). In addition to its unique design, Musk claims Cyberbert's armored windows are "bulletproof." Embarrassingly, when the designer Franz threw a baseball-sized metal ball into the driver's side window, obvious cracks appeared in both the front and rear windows. Musk can only smile and say that there is still room for improvement.

 

According to Global Networks quoted by CNN, Musk announced the results of a cracked window on Twitter that day. It was reported that at the press conference, in order to show the durability of the pickup, the designer Sen first smashed the front door with a sledgehammer. Although this demonstration was very successful and the door was intact, the impact has caused the bottom of the bulletproof glass in the door to crack, so Throwing a metal ball at the window again caused the glass to break. Although Cybertuck had a problem at the press conference, its order volume was indeed surprisingly high. You know, three years ago, when Tesla accepted Model 3 reservations, it received a total of 325,000 orders in the first week. At present, the pre-orders of the new electric pickup trucks may be comparable. Of course, the situation is slightly different. Tesla allows buyers to book this pickup for a full refund of $ 100; Tesla charged a $ 1,000 deposit when booking a Model 3 sedan in 2016. Facing Tesla Cyberbert with "defects", why are consumers still willing to pay?

 

According to the official website price, the single-motor version of Tesla's Cyberbertuck is priced at $ 39,900, the dual-motor is priced at $ 49,900, and the three-motor is priced at $ 69,900. The price will increase after optional other devices. Ford pickups, which have always dominated the US pickup market, currently have seven F-series pickups on sale ranging from $ 28,200 to $ 67,000. Tesla officials say that Cyberbertuck is better than other trucks because it has a cargo space of 100 cubic feet and a towing capacity of 14,000 pounds (about 6.4 tons). Three versions of electric pickups range from 250 to 500 miles. Tesla promises that Cybertruck will continue to maintain the ultra-high performance of Tesla's instant acceleration of electric vehicles. The top-mounted three-motor all-wheel drive accelerates from 0 to 97 km / h in less than 3 seconds.

 

In addition to the high performance of Cybertruck, the high cost performance of pure electric pickups may also be one of the reasons for consumers to book. A 2018 study by the University of Michigan Transportation Institute found that the operating cost of electric vehicles is less than half that of gasoline vehicles. In the United States, the average operating cost of an electric vehicle is $ 485 per year, and the average operating cost of a gasoline vehicle is $ 1117. At present, the average service life of American consumers is more than 10 years. The daily usage rate and mileage of consumers who buy pickup trucks are far more than ordinary cars, which means that the operating cost of purchasing pure electric pickup trucks will be significantly reduced. From this point of view, consumers who are willing to pay for Cyberbertuck may not only look at the unique design of the Cyberpunk pickup truck, but also have the advantage of "low cost".


Tesla has previously stated that Cybertruck targets the Ford Classic Pickup Truck Raptor F-150. Facing Tesla's declaration of war, Ford is not far behind. After Tesla announced its entry into the electric pickup truck market, Ford invested $ 500 million in the American electric pickup startup Rivian in April and began developing its own electric pickup truck. In fact, Tesla is not the first electric car company to enter the pickup market. Rivian launched the Rivian R1T, the world's strongest electric pickup truck, as early as November 2018. Since then, the company has continued to gain capital. In addition to Ford, Amazon also invested $ 700 million in Rivian, and also raised $ 350 million in financing for car service company Cox Automotive.

 

In addition to electric vehicle companies, traditional pickup truck manufacturers, such as General Motors and Volkswagen, have also formulated plans for research and development of electric pickup trucks, and competition is fierce. At present, the pickup truck market in the United States has been basically divided up by several major auto giants. It is uncertain whether Tesla's electric pickup trucks can stand out by virtue of their "electric vehicle" advantages. It is worth noting that on Tuesday, November 26, Tesla's share price opened lower and lower, closing 2.21% down to $ 328.92 per share. It has fallen by more than 7% since last Thursday ’s press conference, and the lowest trading volume since November 6. Partly because Wall Street did not recognize Tesla ’s pickup design in a niche market; but due to the latest quarterly earnings report unexpectedly turned profit In the past three months, the stock price has still risen by more than 50%. Ford's share price also opened lower and lower. It fell as much as 1% during the session, but eventually closed up 0.11%. Since Tesla's Cyberbertuck conference, Ford has risen by more than 3%, outperforming the S & P 500 broad market index gains over the same period, and trading close to a one-month high.

 

At 12 noon on November 22, Beijing time, in Hawthorne, Los Angeles, Tesla CEO Elon Musk officially released the Tesla Pickup Cyberbertuck. This is the eighth Tesla release since its establishment in 2003. Models. Right after its birth, this car was full of gimmicks: sci-fi appearance, body bullet-proof, design inspired by the classic movie "Blade Runner", enhanced version will become the official truck used by Mars ... After its release, Cybertruck caused a lot of discussion and sensation. Subsequently, Tesla's official website showed that this product began accepting reservations, and mass production will be realized as early as the end of 2021.

 


Prior to the conference, Musk had already tweeted that this pickup would be a true "futuristic cyberpunk" pickup truck from the "Blade Runner" pickup truck. But he also said that if this avant-garde design is not commercially successful, he will consider producing more traditional pickups in the future. Pickups have run through the development of the United States for more than 100 years. In the centuries of changes, pickups have gone from behind the scenes to the front of the stage and have become one of the best-selling models in the United States. However, in China, the second largest market for pickup trucks, pickup trucks are still classified as freight cars, and it is currently difficult to enter urban areas.

 

 Although Cyberbert is extremely futuristic and Musk's idealism is highly respected, will Chinese consumers pay for Musk's "feelings"? Before the official release of this pickup, Musk had repeatedly mentioned his pickup dream. In 2012, shortly after the Model S was released, Musk tweeted: "I also really want to build a Tesla super pickup with crazy torque, dynamic air suspension and unimaginable control. That ’s great. ”In December 2017, Musk replied on Twitter that Tesla would launch a Tesla electric pickup truck after Model Y. For the core design and engineering elements of this electric pickup project He has been thinking for 5 years. Musk's eagerness to produce pickup trucks is evident.


In March this year, Tesla unveiled a small pure electric SUV Model Y at its design center in Hawthorne, California. At the end of the conference, Tesla released a mysterious trailer for electric pickups. There is not much detailed information in the film, many viewers did not even realize that the information displayed in the trailer was related to pickup products. In June of this year, Musk solicited opinions from netizens on Twitter and asked netizens what new features Tesla electric pickups would add. In the same month, Musk also stated that the price of this car will be less than $ 49,000 (about RMB 344,000), and the quality will be better than the Ford electric truck F150, and explained that the part shown in the trailer is Tesla. Front of electric pickup. At 2:30 pm U.S. June 11, at the Tesla shareholder meeting, Musk mentioned that an electric pickup truck called Cyberbertuck will be released at the end of this summer. In July, Musk revealed the configuration information of Tesla pickup again. After the third quarter earnings report was announced, during a conference call, Musk stated that he could not disclose too much information about the pickup. But he also said that this car could become Tesla's "best product ever." Not long after the meeting, Musk announced the release date of Tesla's electric pickup truck on Twitter.

 

There is a detail in this press conference. At the entrance of the conference room, there is a Muscle collection of Lutus Esprit. This car first appeared in the 10th 007 movie "Underwater City" in 1977, and was also regarded as one of the best combinations of the science fiction world and the automotive industry. In 1977, the 007 series "the spy who loved me" was released. In the movie, a Lotus Esprit car named "Wet Nellie" rushed out of the pier and fell into the sea under the driving of the hero. When everyone thought it was "bad", the white sports car rolled up its wheels and turned into a submarine. Musk bought the car for $ 920,000 at an auction in London in 2013 and said he was fascinated after watching the movie in South Africa as a kid, but later learned that this Esprit S1 couldn't really deform and dive Disappointed later, he decided to buy it and install Tesla's electric engine to try to turn it into a real diving vehicle. Before this press conference, Musk also reproduced this snippet from the movie on Twitter, and explained that the design inspiration of Cyberbertuck came from this film in addition to "Blade Runner".

 

To turn childhood dreams into reality and make the science fiction world truly come true. Musk proved to the world that this is not impossible. The concept goes to the concept. As a pickup truck, what we are most concerned about is the performance and selling price of the car. Cybertruck has a powerful powertrain and powerful traction control and torque provided by a low center of gravity. There are three versions:

 

1) Single-motor rear-wheel drive version with EPA range of 250 miles (400 km) and traction of 7,500 pounds. It can achieve a maximum speed of 0-60 mph (about 96 km / h) in 6.5 seconds.

2) Dual-motor all-wheel drive version, EPA has a range of 300 miles (480km), traction of 10,000 pounds, and can complete 0-60 mph in 4.5 seconds.

3) Three-motor all-wheel-drive version, which can accelerate to 60 mph in 2.9 seconds and has an EPA range of up to 500 miles (804 km).

 

According to Tesla officials, Cybertruck is made of a heavy-duty case made of super-hard 30X cold-rolled stainless steel and armored glass. Cybertruck is clearly different from other passenger trucks on the road in that it has a cargo space of 100 cubic feet and a towing capacity of up to 14,000 pounds. This super electric pickup starts at $ 39,900, or about 280,000 yuan. It only needs an additional $ 10,000 to upgrade to a dual-motor all-wheel drive version. Three-motor all-wheel drive is the most expensive at $ 69,900. No matter which level the three versions have, after paying an extra $ 7,000, they can have autonomous driving capabilities. At the press conference, Musk said that this Cyberbertuck is now open for booking. Tesla's official website shows that this car will be mass-produced as early as the end of 2021. Musk also said that Cybertruck uses the alloy metal used by SpaceX, and the enhanced version will become a Mars-only truck. For the US domestic market where Tesla is located, pickups have run through the centuries of change in the United States. For many years, pickups have been one of the best-selling models in the United States. This is another reason why Musk has always wanted to release a pickup in addition to his personal feelings.

 

Data show that in the past four years, the average annual sales of US pickup trucks was around 2.75 million, accounting for 17% of the US automotive market. Pickup trucks generally occupy 4 to 5 positions in the list of US model sales in the past 10 years. The top three in the first three quarters of this year are all pickup trucks. Among them, the Ford F-Series pickup has defended the best-selling model in the United States for 42 consecutive years. With sales of 900,000 units in 2018, the F150 sells one on average every 35 seconds. In contrast, in 2018, all Tesla models sold 245,000 vehicles in the year. Of course, Tesla's road to electric pickups is not a smooth journey. Ford has already begun to launch an electric pickup truck. It plans to build an electric version of its ace model F150. At the same time, it invests in American pickup truck startup Rivian and plans to launch an electric pickup truck next year. In addition, GM also recently announced that it will launch an electric pickup in the fall of 2021. As more traditional automakers launch their own electric pickups, Tesla will face increased competition.

 

Although pickup trucks are not as important in China as in the US market, more and more consumers in China are beginning to prefer pickup trucks. The pickup market has gone beyond traditional agricultural, construction and maintenance operations. After China relaxed the restrictions on pickup trucks entering the city, demand for pickup trucks began to rise. But like most parts of the world, pickup trucks in the past were still a niche market in China, accounting for less than 2% of total car sales. The development of the Chinese pickup market is limited by a number of factors. Pickup trucks have more restrictions in the city, and many places still have limited travel requirements and reflective stickers, which have affected some residents’ willingness to buy. Pickup trucks with good sales in the domestic market are basically within RMB 100,000, and only about 150,000 models are Nissan. , Jiangling, Isuzu, etc .; In addition, pickup trucks mostly use diesel engines. China's diesel supply is not sufficient. Most of them are used in large machinery. Vehicles have limited oil and pollution. In addition, pickup trucks in China are currently mainly targeted at consumers in third- and fourth-tier cities and rural consumers. They buy pickup trucks for production and use pickup trucks as a means of carrying people and goods. They are used more in the southwest and Hainan regions, especially high-end Operator of cash crops and high-end farmhouses. 

 


More importantly, the per capita purchase price of the Chinese pickup truck market is about 100,000 yuan, which is much lower than the selling price of Cybertruck. In terms of price, Cybertruck does not have an advantage in the Chinese market. On the other hand, in order to promote consumption and promote the healthy development of the pickup industry, starting from 2016, relevant state departments have gradually introduced relevant policies to relax administrative restrictions. At the beginning of 2016, the government relaxed the trial of pickup trucks entering the city, and carried out pilots to relax the restrictions of pickup trucks in cities in Hebei, Liaoning, Henan, Yunnan, Hubei, and Xinjiang.

 

In January 2019, in the "Implementation Plan for Further Optimizing Supply to Promote Steady Growth of Consumption and Promote the Formation of a Strong Domestic Market (2019)", the document stated that in assessing the six provinces, Hebei, Liaoning, Henan, Yunnan, Hubei, and Xinjiang, pickup trucks were released Based on the effect of the city restriction pilot policy, China will continue to expand the scope of pickup truck restrictions in an orderly manner. Taking the first-tier city Beijing as an example, pickup trucks are only allowed to enter the urban area between 23:00 midnight and 6:00 am, and they cannot enter the fifth ring road of Beijing at other times. However, for people who live in Beijing and have no car purchase indicators, they no longer have to spray the exclusive pickup truck logo on the body. The vehicle attributes can be non-operational. The pickup truck can be directly listed on the Beijing brand without a lottery. Instead, buying a pickup truck becomes their eclectic choice. .

 

According to statistics from the British Elsey Automotive Market Consulting Company, pickup truck sales in the Chinese market will increase to approximately 452,000 in 2019, an increase of 10%, the fourth consecutive year of growth. Although still far below the sales of nearly 3 million units in the US market, China has surpassed Canada to become the second largest pickup market in the world. It can be said that pickup trucks have huge potential in the Chinese market next.

Among the first- and second-tier cities in China where Cyberbertuck has the most sales potential in the future, pickup trucks currently have a clear market growth rate, especially in Beijing. Pickup trucks ’cumulative sales in 2019 have increased by 452.8% year-on-year. It's not just Tesla that is eyeing this market. According to media reports, Ford plans to launch a new pickup truck in China this year, having previously introduced the F-50 Raptor and Ranger in early 2017 and 2018, respectively. Ford said sales of the Raptor tripled last year to nearly 2,500. Raptor starts at RMB 468,800 and Ranger starts at RMB 305,800.

 

Some domestic car manufacturers are also considering developing electric pickups. Previously, Great Wall Motors, the leading pickup truck market in China, revealed to the media that it is developing the first leisure model; Ford's partner Jiangling Motors and Volkswagen partner JAC are also considering developing electric pickup trucks; according to media reports, Zhejiang Geely Holdings is also developing a new electric pickup. In the past two years, users in first- and second-tier cities will purchase imported high-end pickup trucks for off-road and travel. After the administrative restrictions are gradually lifted and pickup trucks are driven by pure electric power, the Chinese market will usher in the spring of pickup truck markets. After all, Cyberbertuck will not begin mass production until 2021. For those who like Cybertruck in China, they also need to wait patiently and watch the market change.






More blogs    
"5 days orders broke 250,000, Tesla's electric pickup trucks sold"的评论



Add a comment:




CONTACT
US