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特斯拉降价,车主跳脚:“感觉被骗了!”

Steve Mollman
2023-09-07

这并非特斯拉的车主第一次因为降价而感觉“被骗”。

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特斯拉的首席执行官埃隆·马斯克正在听取客户对其最近降价的不满。图片来源:NATHAN LAINE/BLOOMBERG VIA GETTY IMAGES

每当特斯拉(Tesla)像上周的做法一样降价时,想买电动汽车的车主通常都会受益。但在降价前买车的车主却感到非常失望。毕竟,如果他们再等等,就能够节省一大笔钱,但他们不可能提前知道降价的消息。

今年,埃隆·马斯克的汽车厂商已经多次下调高端车型的价格。特斯拉面临的风险是,现有客户会心生不满,更不必说他们的汽车会贬值,而且一些人不愿意买车,因为特斯拉可能不久就会再次降价。

特斯拉于8月31日经过最近一次降价后,新特斯拉车主纷纷在社交媒体上表达不满,他们通常会在马斯克的社交网络X[原推特(Twitter)]上给他留言。

9月1日发布的一条推文写道:“特斯拉降价2万多美元,是在玩弄客户。我一天前刚刚提了一辆Model S Plaid,才开了不到100英里(约160.93千米),结果已经被骗了2万多美元。再也不买特斯拉。”

在此之前,特斯拉大幅下调了Model X SUV和Model S轿车Plaid车型的售价,降幅高达18,500美元。特斯拉的其他X车型和S车型也大幅降价。现在一辆Model S的基础价格为74,990美元,Model X的基础价格为79,990美元,比两周前分别下降了3,500美元和8,500美元。此外,特斯拉决定不再对某些车漆颜色额外收费。

因此,如果有客户在周一买了一辆任何车型的Plaid款,并额外支付了车漆费,他肯定就会在周五愤怒不已,或者在知道降价的消息后很快就会不满。

特斯拉会“失去客户的忠诚”

9月1日的一条推文写道:“这种出人意料的降价,对于最近购买特斯拉的车主而言是不公平的。”

一条回复写道:“我(今天)刚买了S,但我同意降价非常糟糕,他们会失去客户的忠诚。”

在今年年初买车的车主同样不满。当时,一辆Model S的售价为104,990美元,X车型的售价为120,990美元。现在同款车型分别降价30,000美元和41,000美元。

当然,计划卖二手特斯拉的车主也可能对降价感到愤怒。

有客户已经要求马斯克提供有价值的赔偿,来弥补他们的不满。9月1日发给亿万富翁首席执行官马斯克的一条推文写道:”感谢特斯拉降价,我那辆行驶里程不到2,000英里(约3,218.69千米)的Model S,现在比今年早些时候我买车的价格贬值了25,000美元,而Plaid车型的售价仅比这款车贵6,000美元。至少发布跟踪/动力升级,让我不会觉得这是一次彻头彻尾的诈骗。”

另外一位车主向马斯克提到了增强辅助驾驶系统(Enhance Autopilot):“在降价前一周内提车的Model S和X车主,能否获得免费EAP升级?真心喜欢在不关闭辅助驾驶系统时可以变道的功能。”这位客户称其在今年8月的早些时候买了一辆Model S。其推文说:“你怎么能够如此对待你的忠实客户。”

另外一条推文也对马斯克表示:“我在2022年为Model X Plaid全额支付了购车款,但你现在却降价30%?!?!?我应该获得终生免费超级充电服务。”

特斯拉的车主再次感觉“被骗”

另外一位客户写道:“我感觉彻底被骗了。我60天前才花90,000美元买了一辆Model S LR,现在Plaid车型比我的购车款还便宜。我本来可以用更低的价格,获得完全自动驾驶功能(FSD)和更长续航里程。我的资产贬值了20,000美元。”

但这并非特斯拉的车主第一次因为降价而感觉“被骗”。今年1月,特斯拉大幅降价后,其客户表达了类似的不满。一位自称“特斯拉粉丝女孩”的车主当时刚买了一辆Model Y,特斯拉便宣布Model Y降价。她告诉彭博社(Bloomberg):“我感觉自己被骗了。作为客户,我感觉被特斯拉利用了。我在短短的时间内就损失了13,306美元。这次大幅降价,会对刚刚买车的许多车主产生影响。”

上周,特斯拉还将其完全自动驾驶软件的费用从15,000美元降至12,000美元。2019年,马斯克称,客户购买配备完全自动驾驶软件的特斯拉,是在“购买一项持续增值的资产”,因为其功能强大。他在推文中写道:“如果我们按照计划为所有汽车配备使用完全自动驾驶软件的自动驾驶功能,随着使用时间从每周约12个小时延长到约60个小时,任何特斯拉的价值就将达到10万美元至20万美元。”

在上周或今年早些时候购买Model X或S的特斯拉车主,对马斯克的说法提出质疑是有道理的。

《财富》杂志联系了特斯拉,但未收到立即答复。(财富中文网)

译者:刘进龙

审校:汪皓

每当特斯拉(Tesla)像上周的做法一样降价时,想买电动汽车的车主通常都会受益。但在降价前买车的车主却感到非常失望。毕竟,如果他们再等等,就能够节省一大笔钱,但他们不可能提前知道降价的消息。

今年,埃隆·马斯克的汽车厂商已经多次下调高端车型的价格。特斯拉面临的风险是,现有客户会心生不满,更不必说他们的汽车会贬值,而且一些人不愿意买车,因为特斯拉可能不久就会再次降价。

特斯拉于8月31日经过最近一次降价后,新特斯拉车主纷纷在社交媒体上表达不满,他们通常会在马斯克的社交网络X[原推特(Twitter)]上给他留言。

9月1日发布的一条推文写道:“特斯拉降价2万多美元,是在玩弄客户。我一天前刚刚提了一辆Model S Plaid,才开了不到100英里(约160.93千米),结果已经被骗了2万多美元。再也不买特斯拉。”

在此之前,特斯拉大幅下调了Model X SUV和Model S轿车Plaid车型的售价,降幅高达18,500美元。特斯拉的其他X车型和S车型也大幅降价。现在一辆Model S的基础价格为74,990美元,Model X的基础价格为79,990美元,比两周前分别下降了3,500美元和8,500美元。此外,特斯拉决定不再对某些车漆颜色额外收费。

因此,如果有客户在周一买了一辆任何车型的Plaid款,并额外支付了车漆费,他肯定就会在周五愤怒不已,或者在知道降价的消息后很快就会不满。

特斯拉会“失去客户的忠诚”

9月1日的一条推文写道:“这种出人意料的降价,对于最近购买特斯拉的车主而言是不公平的。”

一条回复写道:“我(今天)刚买了S,但我同意降价非常糟糕,他们会失去客户的忠诚。”

在今年年初买车的车主同样不满。当时,一辆Model S的售价为104,990美元,X车型的售价为120,990美元。现在同款车型分别降价30,000美元和41,000美元。

当然,计划卖二手特斯拉的车主也可能对降价感到愤怒。

有客户已经要求马斯克提供有价值的赔偿,来弥补他们的不满。9月1日发给亿万富翁首席执行官马斯克的一条推文写道:”感谢特斯拉降价,我那辆行驶里程不到2,000英里(约3,218.69千米)的Model S,现在比今年早些时候我买车的价格贬值了25,000美元,而Plaid车型的售价仅比这款车贵6,000美元。至少发布跟踪/动力升级,让我不会觉得这是一次彻头彻尾的诈骗。”

另外一位车主向马斯克提到了增强辅助驾驶系统(Enhance Autopilot):“在降价前一周内提车的Model S和X车主,能否获得免费EAP升级?真心喜欢在不关闭辅助驾驶系统时可以变道的功能。”这位客户称其在今年8月的早些时候买了一辆Model S。其推文说:“你怎么能够如此对待你的忠实客户。”

另外一条推文也对马斯克表示:“我在2022年为Model X Plaid全额支付了购车款,但你现在却降价30%?!?!?我应该获得终生免费超级充电服务。”

特斯拉的车主再次感觉“被骗”

另外一位客户写道:“我感觉彻底被骗了。我60天前才花90,000美元买了一辆Model S LR,现在Plaid车型比我的购车款还便宜。我本来可以用更低的价格,获得完全自动驾驶功能(FSD)和更长续航里程。我的资产贬值了20,000美元。”

但这并非特斯拉的车主第一次因为降价而感觉“被骗”。今年1月,特斯拉大幅降价后,其客户表达了类似的不满。一位自称“特斯拉粉丝女孩”的车主当时刚买了一辆Model Y,特斯拉便宣布Model Y降价。她告诉彭博社(Bloomberg):“我感觉自己被骗了。作为客户,我感觉被特斯拉利用了。我在短短的时间内就损失了13,306美元。这次大幅降价,会对刚刚买车的许多车主产生影响。”

上周,特斯拉还将其完全自动驾驶软件的费用从15,000美元降至12,000美元。2019年,马斯克称,客户购买配备完全自动驾驶软件的特斯拉,是在“购买一项持续增值的资产”,因为其功能强大。他在推文中写道:“如果我们按照计划为所有汽车配备使用完全自动驾驶软件的自动驾驶功能,随着使用时间从每周约12个小时延长到约60个小时,任何特斯拉的价值就将达到10万美元至20万美元。”

在上周或今年早些时候购买Model X或S的特斯拉车主,对马斯克的说法提出质疑是有道理的。

《财富》杂志联系了特斯拉,但未收到立即答复。(财富中文网)

译者:刘进龙

审校:汪皓

When Tesla slashes prices, as it did last week, shoppers looking for electric vehicles generally benefit. But for anyone who buys a Tesla right before such price cuts, the frustration can be acute. Waiting just a little longer to buy, after all, could have saved them a significant amount of money—but they had no way of knowing.

A risk for Elon Musk’s carmaker, which has repeatedly cut prices on its high-end models this year, is that existing customers will feel resentment—not to mention see their vehicle lose value—while some shoppers hesitate to buy because another price cut might be right around the corner.

After the carmaker made its latest price cuts on August 31, new Tesla owners vented their frustration on social media, often addressing Musk in posts on X (formerly Twitter), the social network he owns.

One tweet posted on September 1 reads: “Tesla screws with people so much when they drop price by $20k+. I just picked up my Model S Plaid one day ago, drove less than 100 miles on it and I’m shafted by over $20k. TESLA NEVER AGAIN.”

That followed Tesla dramatically dropping the price—by about $18,500—of the Plaid versions of its Model X SUV and Model S sedan. The carmaker also made significant price cuts across the rest of its X and S range. Shoppers can now get a Model S for a base price of $74,990 and a Model X for $79,990—that’s $3,500 and $8,500 less, respectively, than two weeks ago. What’s more, the carmaker decided to no longer charge extra for certain paint colors.

So a customer who on Monday bought a Plaid version of either model with a paint color costing extra was in all likelihood fuming by Friday—or will be soon when they learn of the reductions.

Tesla will “lose some loyalty” among customers

“These big unexpected price cuts definitely not fair with one’s who recently bought Tesla vehicles,” reads one tweet posted on September 1.

A reply to that on September 1 reads: “I just bought the S (today) but I agree, pretty crappy, they are going to lose some loyalty.”

Also frustrated are those who bought either model at the beginning of the year. Then, a Model S started at $104,990 and an X at $120,990. Such customers are now seeing the same cars sell for $30,000 and $41,000 less, respectively.

Anyone looking to sell a used Tesla is likely feeling agitated by the price cuts, too, of course.

Some customers have called upon Musk to give them something of value to make up for the frustration. One tweet posted on September 1 and addressed to the billionaire CEO reads: “Thanks to the price cuts, my Model S with less than 2k miles is worth $25k less than I paid for it earlier this year, and the Plaid is only $6k more. At least release the track/power upgrade so I don’t feel like this was all a complete rip-off!”

Another customer asked Musk, referring to Enhance Autopilot, “Can Model S&X owners who pick up within a week of the price cut get a free EAP upgrade? Would really love to be able to change lanes without disengaging AP.” That customer claimed to have purchased a Model S earlier this week and wrote: “How could you do this to your loyal customers.”

Another post also addressed to Musk reads: “I should get free supercharging for life after paying the full 2022 price for model X Plaid and now you drop the price 30%?!?!?”

Tesla buyers feeling “duped”—again

Another customer wrote: “I feel completely duped. I just purchased a model S LR for $90,000 60 days ago, now the plaid is cheaper than what I paid for. I could of got FSD and the long range for cheaper. Value of my asset dropped 20k.”

Yet this is hardly the first time Tesla owners have felt “duped” by falling prices. In January, customers made similar complaints after dramatic price cuts then. One self-described “Tesla fan girl” told Bloomberg after price cuts to the Model Y, which she had just bought: “I feel like I got duped. I feel like a got taken advantage of as a consumer. Right off the bat, I’m out $13,306. It’s such a large reduction that it’s going to affect a lot of people who just bought a vehicle.”

Tesla also cut the price of its Full Self-Driving (FSD) software from $15,000 to $12,000 last week. In 2019, Musk suggested that customers buying a Tesla with FSD were “buying an appreciating asset” thanks to the feature. He tweeted, “If we make all cars with FSD package self-driving, as planned, any such Tesla should be worth $100k to $200k, as utility increases from ~12 hours/week to ~60 hours/week.”

Tesla owners who bought their Model X or S earlier last week, or earlier this year, couldn’t be blamed for doubting that.

Fortune reached out to Tesla but received no immediate reply.

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