Tesla recently launched an unprecedented combination of car purchase discounts in the Japanese market.With three years of free overcharging and dual national and local subsidies, the actual price of Model 3 can be reduced to as low as about 3.14 million yen, which is equivalent to only about 134,000 yuan in RMB, which is called a cabbage price.The Model 3 currently on sale in Japan starts at 5.313 million yen (tax included), and the Model Y starts at 5.587 million yen. The Japanese government provides a unified subsidy of 1.27 million yen for clean energy vehicles (CEV), and additional local subsidies of 800,000 to 1 million yen are available in areas such as Tokyo.
Taking the Model 3 rear-wheel drive version as an example, after adding all subsidies, the actual payment amount can be reduced to approximately 3.14 million yen, which is approximately 134,000 yuan at the current exchange rate.
For comparison, the domestic Model 3 starts at 235,500 yuan, and the price in Japan after subsidies is nearly 100,000 yuan cheaper than in China.
What is the concept of 134,000 yuan in the Japanese car market? The starting price of the Toyota Corolla Hybrid in Japan is about 2.38 million yen, and the Honda Civic is about 3.5 million yen. The price of Model 3 after subsidies is close to that of a traditional fuel-powered Class A car, rather than its previous positioning as a luxury electric car.
The head of Tesla Japan has previously stated that it hopes to break the inherent impression of Model 3 as a "luxury car" and promote it as a mass model.
In addition to subsidies, Tesla Japan also launched a 0-interest finance plan and three years of free overcharging benefits. The three-year free overcharging policy covers all Model 3 and Model Y models, including stock cars and customized cars. The benefits are directly bound to the owner’s Tesla account. The above discounts require ordering before July 31.
Tesla continues to increase discounts in the Japanese market, which is driven by both sales pressure and market penetration. The penetration rate of new energy vehicles in Japan has been hovering around 3% for a long time, which is far lower than the Chinese and European markets.
The depreciation of the yen coupled with subsidy policies,It provides Tesla with a rare price window, using "cabbage prices" to pry open one of the most conservative auto markets in the world.
However, Japanese consumers' acceptance of pure electric vehicles is still low. Factors such as insufficient charging infrastructure and high local brand loyalty are all thresholds that Tesla needs to overcome.
