特斯拉宣布了在中国最大幅度的降价，引发车主不满_风闻

【来源龙腾网】

正文原创翻译：

Tesla just announced it’s deepest price cuts in China, reducing prices of Model 3 & Y by an average of 10%. China is the world’s largest car market, and by far the largest Electric Vehicle market. Additional price cuts have also been announced in Japan, South Korea and Australia. In this video, I share what Tesla’s latest price cuts mean for TSLA investors. Subscribe for more videos on Tesla!

特斯拉刚刚宣布了在中国最大幅度的降价，将Model 3和Model Y的价格平均下调了10%。中国是世界上最大的汽车市场，也是迄今为止最大的电动汽车市场。日本、韩国和澳大利亚也宣布进一步降价。在这段视频中，我分享了特斯拉最新的降价对特斯拉投资者的意义。订阅观看更多关于特斯拉的视频!

No matter what language you speak or what part of the world you call home, one thing is certain: no one wants to miss out on a good deal.

不管你说什么语言，也不管你住在世界的哪个地方，有一件事是肯定的:没有人想错过一笔好交易。

This has proven especially true in China for existing Tesla customers, who are so unhappy about recently announced price cuts to the cars — discounts they missed out on when they bought their cars — they’ve been staging protests across the country for several days now.

事实证明，特斯拉在中国的现有客户尤其如此，他们对最近宣布的汽车降价非常不满——他们在买车时错过了折扣——他们已经在全国各地举行了几天的抗议活动。

Reuters and other outlets have reported that hundreds of Tesla owners gathered at showrooms and delivery centers in Shanghai on Saturday to express their anger over major price drops to the Model 3 and Model Y. Moreover, videos posted on social media platforms show protests in other Chinese cities like Chengdu, Henan, Wuxi, Hangzhou, and Shenzhen. These angry Tesla owners didn’t call it quits just because the workweek started up; apparently, dozens more protested on Tuesday at a Shanghai delivery center as well. 

据路透社和其他媒体报道，数百名特斯拉车主聚集在上海的展厅和配送中心，表达他们对Model 3和Model y大幅降价的愤怒。此外，社交媒体平台上发布的视频显示，在成都、河南、无锡、杭州和深圳等中国其他城市也发生了抗议活动。这些愤怒的特斯拉车主并没有因为工作周的开始就放弃;显然，周二还有数十人在上海的一个配送中心举行了抗议。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

Angry Tesla customers in China have started storming $TSLA stores, But according to academic experts on business and Chinese consumer culture who spoke to The Verge, these kinds of protests are not only common but are also part of a broader trend about the power of protest in China 

中国愤怒的特斯拉消费者已经开始冲击特斯拉专卖店。但据商业和中国消费文化的学术专家表示，这种抗议不仅很常见，而且是中国抗议力量的大趋势的一部分

“It’s more about the political culture because they don’t have the opportunity to express their own decisions on so many different fronts,” said Angela Y. Lee, a marketing professor and consumer psychologist at Northwestern University’s Kellogg School of Management whose research has included consumer behavior in China. “It’s in consumption where they can really come together with a collective voice, which gives them a sense of identity and a sense of power.” 

西北大学凯洛格管理学院市场营销学教授、消费者心理学家安吉拉·李说，“这更多地与政治文化有关，因为他们没有机会在这么多不同的方面表达自己的决定。”她的研究包括中国的消费者行为。“只有在消费领域，他们才能真正走到一起，发出共同的声音，这让他们有一种认同感和力量感。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

Elon Musk’s gambit to slash Tesla prices in China may have partly backfired as angry owners protested the instant loss of value of their new vehicles.

埃隆·马斯克(Elon Musk)在中国大幅下调特斯拉(Tesla)价格的策略可能在一定程度上适得其反，因为愤怒的车主抗议他们的新车立即贬值。

Tesla announced the price cuts on the Model 3 sedan and Model Y crossover on Friday (and in October before that), as it seeks to offset declining demand in its most important market. Tesla’s waning demand in China is cited as one of the key reasons its stock price has fallen so much, along with factory slowdowns resulting from the country’s intense covid restrictions. Globally, Tesla delivered 40 percent more cars in 2022 than the year prior, but it still failed to meet its targets. 

特斯拉周五(以及之前的10月)宣布了Model 3轿车和Model Y跨界车的降价，以抵消其最重要市场需求的下降。特斯拉在中国的需求下降被认为是其股价大幅下跌的关键原因之一，另外一个原因是中国严格的covid限制措施导致工厂停产。在全球范围内，特斯拉在2022年交付的汽车比前一年多40%，但仍未能实现其目标。

The price cuts have been significant, as much as 17 percent on certain models, according to reports. This brings Tesla’s prices more in line with EVs and hybrids offered by its top rival in China, BYD, leading some observers to speculate that a price war could be brewing between the two companies. 

据报道，降价幅度很大，某些型号的降价幅度高达17%。这使得特斯拉的价格更接近其在中国的最大竞争对手比亚迪(BYD)提供的电动汽车和混合动力汽车的价格，导致一些观察人士猜测，两家公司之间可能正在酝酿一场价格战。

The move has led existing Chinese Tesla owners to take to the automaker’s facilities in protest as they fear for the value of their own cars and begin to believe the cars they bought were overpriced. Tesla has said it has no plans to financially compensate owners who bought cars last year. 

此举导致中国现有特斯拉车主前往特斯拉工厂抗议，因为他们担心自己汽车的价值，并开始认为自己购买的汽车定价过高。特斯拉表示，它没有计划对去年购买汽车的车主进行经济补偿。

“I haven’t been able to eat or sleep.”“I haven’t been able to eat or sleep,” a Shanghai Tesla owner who went only by her last name, Feng, told Reuters. She also claimed Tesla’s salespeople put pressure on her to buy her Model 3 in December by claiming prices would go up in the new year.

“我吃不下饭，也睡不着觉。上海一位姓冯的特斯拉车主对路透社说:“我一直吃不下饭，睡不着觉。”她还声称，特斯拉的销售人员在12月向她施加压力，要求她购买Model 3，声称价格将在新的一年上涨。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

But price changes often draw the ire of Chinese consumers, especially when the long-term value of an asset like a car or an apartment is affected, said Z. John Zhang, the director of the Penn Wharton China Center at the Wharton School of the University of Pennsylvania.

但宾夕法尼亚大学沃顿商学院沃顿中国中心(Penn Wharton China Center)主任张志刚说，价格变化常常会引起中国消费者的愤怒，尤其是当汽车或公寓等资产的长期价值受到影响时。

“I think that this is not really unusual in China,” Zhang said, citing examples where homeowners angrily protested price cuts offered to new buyers. “There have been multiple instances where protesters actually smashed the sales offices of some of the realtors. In this country, when you lower the price, people tend to be very sensitive about it.” 

“我认为这在中国并不罕见，”张说，举了一些房主愤怒抗议新购房者降价的例子。“抗议者砸毁房地产经纪人的销售办公室的情况已经发生过多次。在这个国家，当你降价时，人们往往会非常敏感。”

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

Granted, it’s not like customers in the US and Europe take price hikes and “bait and switch” sales tactics lying down. Social media backlash against corporate America feels almost like the backbone of social media itself. In the automotive world, BMW has struggled to respond to considerable criticism over its pivot to charging subscxtion fees for features like heated seats. And Taylor Swift fans, outraged over the recent Ticketmaster / Eras Tour debacle, have sparked a federal antitrust investigation into the company and filed at least two class action lawsuits. 

当然，美国和欧洲的消费者并不是对价格上涨和“诱饵转换”销售策略不以为意。社交媒体对美国企业的强烈抵制本来就是社交媒体经常做的事。例如，在汽车行业，宝马对加热座椅等功能收取费用的做法引发了大量批评，宝马一直难以对此做出回应。泰勒·斯威夫特的粉丝们对最近Ticketmaster和Eras巡演的惨败感到愤怒，引发了联邦政府对该公司的反垄断调查，并提起了至少两起集体诉讼。

But this outrage over the price of goods doesn’t often spark actual physical protest in America. Not so in China. As is the case anywhere in 2023, protests in China against businesses are often organized on social media channels, where government surveillance can be quick to swat down political protests. 

但在美国，这种对商品价格的愤怒通常不会引发实际的抗议活动。但在中国却不是这样。与2023年的任何地方一样，中国针对企业的抗议活动往往是在社交媒体渠道上组织起来的。

Zhang said that there may be an even greater degree of anger in China because Tesla is seen as a premium brand that merits a sizable investment from owners counting on it holding its value. “This is not like buying a bag of potato chips,” he said.

张勇表示，在中国可能会有更大程度的愤怒，因为特斯拉被视为一个高端品牌，值得车主进行大量投资，指望它能保持其价值。“这不像买一包薯片，”他说。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处

Lee added that Tesla’s presence in the country as a foreign brand, as well as a luxury one, may have heightened the anger around these protests. They may also be somewhat less inclined to protest a homegrown company due to their connections with the Chinese government, she said. 

李补充说，特斯拉作为外国品牌和豪华品牌在该国的存在，可能加剧了围绕这些抗议活动的愤怒。她说，由于他们与中国政府的关系，他们也可能不太倾向于抗议一家本土公司。

“With the luxury brands, we have been seeing this over the last few years, even before the pandemic,” Lee said. “They feel very protective of Chinese culture and heritage. They would come out and boycott the brands, and some would never recover,” she said, citing a now-infamous Dolce & Gabbana ad campaign in 2018 that hammered the fashion company’s sales there. 

李说:“在奢侈品牌方面，过去几年我们已经看到了这种情况，甚至在大流行之前。”“他们觉得自己非常保护中国的文化和遗产。他们会站出来抵制这些品牌，有些人会永远无法恢复，”她说，她引用了2018年杜嘉班纳臭名昭著的广告活动，该广告打击了该时尚公司在中国的销售。

Moreover, there are lessons to be learned here for Tesla and other Western automakers seeking inroads into China’s massive car market, Zhang said. 

此外，对于特斯拉和其他寻求进入中国庞大汽车市场的西方汽车制造商来说，这也是值得借鉴的经验。

“I think Tesla needs to learn to be a little more sensitive” to the needs of the market, Zhang said. “[Tesla] probably wants to give people a reason why they’re lowering the price.”Rebates or financing offers may have gone over better, Zhang said.

“我认为特斯拉需要学会对市场需求更加敏感，”张说。“(特斯拉)应该给人们一个降价的理由。”张说，补贴或融资优惠可能会更好。

“All you need to do is make sure your price discount is temporary or perceived to be temporary… you better make sure that you pay attention to the sensitivities of your previous owners,” he said.

他说:“你所需要做的就是确保你的价格折扣是暂时的，或者被认为是暂时的……你需要考虑之前购买者的敏感性。”