2023-04-23 18:22:00
The prices of electric cars playing yo-yo, there is enough to make winners and losers!
On the night of Thursday to Friday, insomnia pushed the chief complainer out of bed. Before trying his luck under the duvet again, he… looked at the price of Teslas. He is not one of the famous Tesla fanboys, ready to fall on you if you criticize Tesla or Elon Musk, as the fanzouses do as soon as you attack the God Hanouna. But his professional interest in this brand, like all the others, pushes him to do surprising things in the middle of the night.
It is indeed on Friday at midnight that Tesla changes its prices. And after lowering them on January 13, the brand did the same again on April 14, knocking out the competition even more in the electric car market. Another drop in prices during the week in the United States therefore raised hopes of another drop at home the following Friday, which however did not take place. A new reduction could have pushed a new wave of customers to sign the order form for a Model 3. Perhaps even the never happy, who nevertheless wanted to make his diesel SUV last, which is almost 9 years old, because price zones, cumulative aid, which make him hesitate!
But another decrease would also have annoyed anyone who received a vehicle before. There was already a hell of a lot of dissatisfaction in January, when the Propulsion version went from 53,490 to 44,990 €, or even 39,990 €, since the car again benefited from a maximum bonus. It was not the first time that this had happened, there had been a similar situation at the beginning of 2021 when the prices of the 3 had melted for the first time, with an entry ticket then falling to €43,800. If this price remained stable for a year, it was then raised several times, up to €53,490, then €44,990 and finally €41,990 to date. Buying a Tesla, is it like playing the lottery?
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But don’t let the “pro” or “anti” Teslas get excited. Because the examples are not lacking in other brands. In early April, the price of the electric Citroën C4 Live fell from €39,700 to €34,990. At Ford, that of the Mustang Mach-E Propulsion has been reduced from 61,650 to 56,990 €. In the United States, Ford had already lowered prices in January. The French division had explained that it was not planned for the moment in France. It happened three months later. Well then, what boss is going to say “don’t buy now, the price will drop in three months”?
The complainer still wonders about the ability of certain brands to plunge their prices overnight. A proof that the starting one was exaggerated in order to make a super-profit? Manufacturers justify themselves. For the blue oval, there was no question of tying this to a response to Tesla. Ford has highlighted the increase in production of its connected SUV, which is lowering the costs of it. And then there is a decline in the cost of materials, which had soared in 2022, driven in particular by the war in Ukraine.
Last year’s Model 3 price hikes were justified by this aspect, with battery prices soaring. Elon Musk had pledged to roll back as soon as possible. So it did, even if the aggressive strategy of early 2023 also seems to be driven by the need to keep factories running. When presenting Q1 financial results, Elon Musk assumed that Tesla made less money but sold more. This is the opposite of the current automotive trend!
Musk’s desire is also to democratize electricity. But to the detriment of those who have just started? Because taking an electric car would be like playing the stock market right now. Like an action, you have to know how to buy at the right time, especially with a view to reselling it at the right time. CAC40 style, so there are winners and losers. To tell you that it may be better to wait or go for it, you must study the evolution of the curves, analyze the market context, know the status of supply and demand, without forgetting to do competitive intelligence. .
The respective brands will not say it, but the new prices of the C4 and Mustang Mach-E are also dictated by the price war launched by MG and Tesla! Moreover, if the Mustang Mach-E is officially displayed from 56,990 €, the configurator puts forward a discounted price of 46,990 € in order to have the bonus of 5,000 € and therefore a model at 41,990 € , a price close to the Model Y. Instead of €61,650 previously! In 2021, the Ford model cost €48,990, with a bonus of €3,000, or €45,990. Between, there seems to have been some…pigeons?
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The inflation then deflation curve can obviously be applied to many areas and products. Energy and wheat costs have fallen in 2023, the package of small butters will surely fall too! It is the same with the automobile therefore. Moreover, we can tell you that prices will drop further in the months to come. But with the automobile, the sums at stake are not the same. Losers can lose big. Model 3 Propulsion buyers have seen the new price of their car plummet… and the residual value of their car shaken up! The brands thus take the risk of offending the customer who has just been captured… and seeing him quickly leave.
If the complainer were to take a 3 Propulsion, he imagines the face of his neighbor, when he sees the same car land opposite, which cost €15,000 less. He might lose sleep too. Hopefully he hadn’t additionally bought Tesla shares when they were at $1,000.
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