去年25%、今年18.2%！特斯拉“全球价格战”的底气还有不少

华尔街见闻2023-07-20

“多轮大幅降价，使特斯拉在打造电动汽车城堡后处于优势地位，现在将进一步将其变现。”历经长达一年的“全球价格战”，特斯拉毛利率已从去年同期的25%下降至今年Q2的18.2%，盈利能力遭到大幅挤压，但马斯克似乎仍底气十足。当地时间周三，马斯克在特斯拉Q2财报电话会上表示，将在“动荡时期”继续降价，即如果利率继续上升，特斯拉将继续降价。马斯克告诉分析师：有时候似乎世界经济正在崩溃，但第二天又好像一切都...

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Tesla's \"global price war\" still has a lot of confidence","themeId":"","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/8420fc7a5a563c8ffcb88627247dc5c5","symbols_score_info":{"TSLL":1,"TSLA":1},"content_text":"“多轮大幅降价，使特斯拉在打造电动汽车城堡后处于优势地位，现在将进一步将其变现。”历经长达一年的“全球价格战”，特斯拉毛利率已从去年同期的25%下降至今年Q2的18.2%，盈利能力遭到大幅挤压，但马斯克似乎仍底气十足。当地时间周三，马斯克在特斯拉Q2财报电话会上表示，将在“动荡时期”继续降价，即如果利率继续上升，特斯拉将继续降价。马斯克告诉分析师：有时候似乎世界经济正在崩溃，但第二天又好像一切都正常了。我真不知道到底发生了什么。我们正处于动荡的时期。“以价换量”策略发力，特斯拉巩固主导地位自去年年底以来，特斯拉已在美国、中国和其他主要市场多次降价，并实施更多折扣和其他激励措施，在去库存的同时，应对日益激烈的竞争和经济的不确定性。“以价换量”的策略确实奏效，公司Q2收入和利润均超过预期，且期间的交付量创历史新高。但与此同时，大幅降价也给特斯拉汽车毛利率造成了压力。根据路透社的计算，第二季度，特斯拉不包括监管信贷的汽车毛利率从Q1的19%降至18.1%。相比之下，一年前这一数字为26%。一月份，特斯拉首席财务官Zachary Kirkhorn表示，他今年的汽车利润目标是20%（不包括监管信贷）。但在电动汽车需求普遍放缓和库存膨胀的情况下，这一目标很难维持，Kirkhorn在4月份取消了这一预测。根据特斯拉公布的数据，目前公司全球市场库存量为16天，高于上季度的15天和一年前的4天。财报显示，特斯拉Q2整体毛利率为18.2%，创16个季度以来的最低纪录，而Q1为19.3%，去年同期为25%。尽管盈利能力遭到冲击，马斯克仍表示，特斯拉将牺牲利润率来推动销量增长。对此，投行Wedbush分析师在一份报告中表示：多轮大幅降价，使特斯拉在打造电动汽车城堡后处于优势地位，现在将进一步将其变现。华尔街见闻此前文章提及，特斯拉Model Y登顶2023年Q1全球最畅销汽车，取代多年来占据这一宝座的丰田卡罗拉，这也是电动汽车首次成为全球销量冠军。特斯拉重申了今年实现约180万辆汽车交付量的预期，但警告称，由于工厂升级，第三季度产量将略有下降。值得一提的是，在至关重要的中国市场，特斯拉由于缺乏新车型上市，在与本土车企的竞争开始焦灼起来，特斯拉可能不得不通过继续降价来吸引客户。分析师表示，像Cybertruck这样的新车型也可以帮助特斯拉维持销量增长。不过，这款万众期待的电动皮卡可能需要明年才能大规模上市。","kind":"highlight","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":10,"commentSize":0,"repostSize":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"deviceId":"web-server-community-laohu8-v3","version":"4.29.3","shortVersion":"4.29.3","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2352618120"}