特斯拉宣佈了在中國最大幅度的降價，引發車主不滿_風聞

【來源龍騰網】

正文原創翻譯：

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!

特斯拉剛剛宣佈了在中國最大幅度的降價，將Model 3和Model Y的價格平均下調了10%。中國是世界上最大的汽車市場，也是迄今為止最大的電動汽車市場。日本、韓國和澳大利亞也宣佈進一步降價。在這段視頻中，我分享了特斯拉最新的降價對特斯拉投資者的意義。訂閲觀看更多關於特斯拉的視頻!

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.

不管你説什麼語言，也不管你住在世界的哪個地方，有一件事是肯定的:沒有人想錯過一筆好交易。

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.

事實證明，特斯拉在中國的現有客户尤其如此，他們對最近宣佈的汽車降價非常不滿——他們在買車時錯過了折扣——他們已經在全國各地舉行了幾天的抗議活動。

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. 

據路透社和其他媒體報道，數百名特斯拉車主聚集在上海的展廳和配送中心，表達他們對Model 3和Model y大幅降價的憤怒。此外，社交媒體平台上發佈的視頻顯示，在成都、河南、無錫、杭州和深圳等中國其他城市也發生了抗議活動。這些憤怒的特斯拉車主並沒有因為工作周的開始就放棄;顯然，週二還有數十人在上海的一個配送中心舉行了抗議。

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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 

中國憤怒的特斯拉消費者已經開始衝擊特斯拉專賣店。但據商業和中國消費文化的學術專家表示，這種抗議不僅很常見，而且是中國抗議力量的大趨勢的一部分

“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.” 

西北大學凱洛格管理學院市場營銷學教授、消費者心理學家安吉拉·李説，“這更多地與政治文化有關，因為他們沒有機會在這麼多不同的方面表達自己的決定。”她的研究包括中國的消費者行為。“只有在消費領域，他們才能真正走到一起，發出共同的聲音，這讓他們有一種認同感和力量感。

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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·馬斯克(Elon Musk)在中國大幅下調特斯拉(Tesla)價格的策略可能在一定程度上適得其反，因為憤怒的車主抗議他們的新車立即貶值。

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. 

特斯拉週五(以及之前的10月)宣佈了Model 3轎車和Model Y跨界車的降價，以抵消其最重要市場需求的下降。特斯拉在中國的需求下降被認為是其股價大幅下跌的關鍵原因之一，另外一個原因是中國嚴格的covid限制措施導致工廠停產。在全球範圍內，特斯拉在2022年交付的汽車比前一年多40%，但仍未能實現其目標。

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. 

據報道，降價幅度很大，某些型號的降價幅度高達17%。這使得特斯拉的價格更接近其在中國的最大競爭對手比亞迪(BYD)提供的電動汽車和混合動力汽車的價格，導致一些觀察人士猜測，兩家公司之間可能正在醖釀一場價格戰。

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. 

此舉導致中國現有特斯拉車主前往特斯拉工廠抗議，因為他們擔心自己汽車的價值，並開始認為自己購買的汽車定價過高。特斯拉表示，它沒有計劃對去年購買汽車的車主進行經濟補償。

“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.

“我吃不下飯，也睡不着覺。上海一位姓馮的特斯拉車主對路透社説:“我一直吃不下飯，睡不着覺。”她還聲稱，特斯拉的銷售人員在12月向她施加壓力，要求她購買Model 3，聲稱價格將在新的一年上漲。

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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.

但賓夕法尼亞大學沃頓商學院沃頓中國中心(Penn Wharton China Center)主任張志剛説，價格變化常常會引起中國消費者的憤怒，尤其是當汽車或公寓等資產的長期價值受到影響時。

“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.” 

“我認為這在中國並不罕見，”張説，舉了一些房主憤怒抗議新購房者降價的例子。“抗議者砸毀房地產經紀人的銷售辦公室的情況已經發生過多次。在這個國家，當你降價時，人們往往會非常敏感。”

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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. 

當然，美國和歐洲的消費者並不是對價格上漲和“誘餌轉換”銷售策略不以為意。社交媒體對美國企業的強烈抵制本來就是社交媒體經常做的事。例如，在汽車行業，寶馬對加熱座椅等功能收取費用的做法引發了大量批評，寶馬一直難以對此做出回應。泰勒·斯威夫特的粉絲們對最近Ticketmaster和Eras巡演的慘敗感到憤怒，引發了聯邦政府對該公司的反壟斷調查，並提起了至少兩起集體訴訟。

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. 

但在美國，這種對商品價格的憤怒通常不會引發實際的抗議活動。但在中國卻不是這樣。與2023年的任何地方一樣，中國針對企業的抗議活動往往是在社交媒體渠道上組織起來的。

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.

張勇表示，在中國可能會有更大程度的憤怒，因為特斯拉被視為一個高端品牌，值得車主進行大量投資，指望它能保持其價值。“這不像買一包薯片，”他説。

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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. 

李補充説，特斯拉作為外國品牌和豪華品牌在該國的存在，可能加劇了圍繞這些抗議活動的憤怒。她説，由於他們與中國政府的關係，他們也可能不太傾向於抗議一家本土公司。

“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. 

李説:“在奢侈品牌方面，過去幾年我們已經看到了這種情況，甚至在大流行之前。”“他們覺得自己非常保護中國的文化和遺產。他們會站出來抵制這些品牌，有些人會永遠無法恢復，”她説，她引用了2018年杜嘉班納臭名昭著的廣告活動，該廣告打擊了該時尚公司在中國的銷售。

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，對於特斯拉和其他尋求進入中國龐大汽車市場的西方汽車製造商來説，這也是值得借鑑的經驗。

“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.

“我認為特斯拉需要學會對市場需求更加敏感，”張説。“(特斯拉)應該給人們一個降價的理由。”張説，補貼或融資優惠可能會更好。

“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.

他説:“你所需要做的就是確保你的價格折扣是暫時的，或者被認為是暫時的……你需要考慮之前購買者的敏感性。”