特斯拉宣布，自3月17日起，对Model Y HW 3.0车型“现车福利再升级”，从官网现车页面购买Model Y HW 3.0车型，可享额外叠加福利，最高优惠超过1万元。这是3月份以来，特斯拉在中国市场第三次开展降价促销活动。

春节复工之后，国内新能源车市场竞争迅速加剧，比亚迪、长安、小鹏等众多新能源车企马上开启“价格战”、截止目前，几乎所有新能源车企均以不同形式参与了这一轮疯狂促销，部分传统合资车企如北京现代、别克、一汽大众等也加入“油电”价格战。

特斯拉再次降价促销

特斯拉此次调价，可以理解为在3月1日推出的8000元保险补贴基础上加码，其中Model Y后轮驱动版再优惠7800元，Model Y长续航版再优惠9000元，Model Y高性能版再优惠10900元。叠加3月1日的保险补贴后，上述三款车型的优惠分别达到15800元、17000元、18900元。

有车主算了下，如果以2023款Model Y现车为例，加上一些地方补贴政策，最低23万就能拿下这款车。

特斯拉Model Y HW 3.0车型即搭载特斯拉自动驾驶车机芯片HW3.0的Model Y车型。对比今年2月1日刚推出的Model Y HW 4.0车型，属于老款车型，新款主要配备全新一代自动辅助驾驶芯片HW4.0，包括超远距离双目摄像头、500万像素摄像头等，芯片算力也比HW3.0提升5倍。

3月1日，特斯拉宣布推出“春日礼遇”，3月底前提走Model 3和Y后驱版可享8000元保险补贴；全系现车限时指定车漆福利，价值上万元；后驱版限时低息金融政策，年费率低至1.99%。

3月16日，特斯拉又推出一批免费车漆现车，从官网现车页面购买Model S或者Model X指定现车，可享指定车漆免费福利。据车主爆料，特斯拉此次提供的油漆选项从13000元到25000元不等，因此还是很有吸引力的。

这一波促销也是今年以来特斯拉中国第四次调价。今年第一次调价是在1月12日，特斯拉中国对Model 3焕新版、Model Y降价，其中Model 3后驱版降价1.55万元、长续航焕新版降价1.15万元；Model Y后驱版降价7500元，长续航降价6500元。

为何在欧美涨价，却在中国降价？

有意思的是，特斯拉在中国市场持续推出激励销售措施的同时，却在欧洲和北美市场不断涨价。

3月16日，特斯拉宣布将于3月22日在多个欧洲国家提高其Model Y电动汽车的价格，涨幅约为2000欧元（约合15660元人民币）或当地货币等值。此前一天，特斯拉宣布，从4月1日起，在美国销售的Model Y价格将上调1000美元（约合7200元人民币）。

其中特斯拉Model Y将是一个月内在美国市场第二次提价，此前的3月1日，特斯拉已将Model Y后轮驱动版和远程版的价格分别提高了1000美元，至43990美元和48990美元。

为什么在欧美涨价，却在中国市场降价？业内人士分析，中国市场新能源汽车竞争日趋激烈是特斯拉不断采取促销措施的主要原因。

春节后，国内汽车市场上迎来了一轮降价潮，多家车企宣布下调旗下车型的售价，其中既有比亚迪为代表的众多新能源汽车，也有北京现代、别克等品牌为代表的的传统汽油车。为了抢占市场份额，各大车企纷纷采取激进的定价策略，甚至喊出了“电比油低”和“油比电低”的口号。

据乘联会统计，特斯拉今年2月在中国的销量同比下降19%，创下2022年12月以来最低。特斯拉公司的股价自今年年初以来更是下跌了35%左右，虽然业内人士认为这只不过是一次迟来的调整，毕竟特斯拉的股价在2023年翻了一番，但中国市场销量的下滑显然也是拖累特斯拉股价的原因之一。

小米SU7定价压力很大

特斯拉不是近期降价的唯一车企，也肯定不会是最后一家车企。据不完全统计，仅3月中旬至今就有以下车企进行降价促销。

3月16日，一汽-大众ID.7 VIZZION推出至高现金优惠3万元的促销政策，限时成交价19.77万元起，同时对于老用户置换还可至高享受1万元补贴。官方表示，降价后的ID.7 VIZZION还新增数字蓝牙钥匙配置。

3月12日，理想汽车在2024款L系列上市仅11天就进行了大降价。根据公告，理想增加了不带空悬（改为搭载“CDC运动悬架”）的2024款L7和L8车型，并且沿用Air的车型命名，售价分别下探到30.18万元和32.18万元，价格均下调了1.8万元。

3月11日，一汽-大众推出ID.4 CROZZ三周年版，限时成交价13.98万元起，相比于此前19.39万元的2024款纯享限量版优惠了5.41万元。这个价格几乎只有德国售价的一半，以至于许多德国网友感到不满。

3月10日，领克汽车破天荒宣布降价，包括领克01、领克02、领克03、领克05、领克06、领克09 MHEV在内的所有老车型全系售价下降1万元，此外，领克宣布上述车型在3月31日前限时优惠6000-8000元，优惠后最低售价不到12万元。

新能源车持续不断的价格战，不但让现有车企绷紧神经，抢夺市场份额，也让即将在3月28日上市的小米首款车型小米SU7的定价成为一个车圈悬念。

随着竞争对手们一再拉低售价，为小米SU7定一个什么样的价格，让雷军越来越为难——定高了肯定卖不动，没有竞争力；定低了，赔本不说还会影响小米汽车的品牌定位，甚至打乱后续车型的开发计划。也因此，小米SU7的定价，成为目前车友们竞猜的热门话题。

3月6日，当当创始人李国庆发视频喊话小米董事长兼CEO雷军，并为小米汽车定价15万-20万元。

李国庆在视频中称，“雷总，咱讲究点，比亚迪降价了，8万5到手。但你那个车型太像帕（拉）梅拉了，外观大气，必定拿过金典奖。外观大气了、体验感上升了，但电池降价了，咱与时俱进别忘初心，为5000万米粉坚持性价比到底，别谈情绪价值，别谈资产价值。为5000万粉丝，我给你个定价，15万到20万，别想40万、50万的事了，让蔚来李斌去想，李斌想的不见得对，我还没工夫说他呢。”

李国庆的建议当然只是个玩笑，但对于小米和雷军来说，关于定价的挑战已经无法回避。

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#202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and 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rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, 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rgba(255, 255, 255, .07)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-COLOR-ACTIVE: #373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-REDORANGE: #ff6146;--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}