As Chinese car companies go further and further under the high-level gameplay of "roll value", Tesla, feeling the pressure, begins to take action.
Foreign media recently quoted three people familiar with the matter as saying that Tesla is accelerating the E41 project and plans to put the new people-friendly Model Y into production at its Shanghai Super Factory. This improved version based on the current best-selling model is expected to achieve at least 20% production cost optimization and is expected to start large-scale mass production in 2026, focusing on the Chinese domestic market.
February 11, 2025, Tesla Shanghai Energy Storage Super Factory.
According to people familiar with the matter, the new model will adopt a compact design and will be modified based on the existing production line. Compared with the facelifted Model Y launched at the end of 2023, its body size will be reduced, but its core functions will remain competitive in the market. The current starting price of Model Y in China is 263,500 yuan, and the pricing strategy of the people-friendly version has not yet been disclosed.
As Tesla's largest manufacturing base in the world, the Shanghai factory will undertake the main production task of the people-friendly version of Model Y, and will also give priority to the Chinese market to cope with the strong impact of local new energy brands.
Tesla's current market share in China continues to be under pressure. According to the China Passenger Car Association, Tesla's share of China's pure electric market will drop from 7.8% in 2023 to 6% in 2024. Although Model Y has been the sales champion in the Chinese auto market for two consecutive years, local automakers including Wenjie, Ideal, and Xiaopeng have launched no less than 10 competing products of the same level in the past year.
Of particular note is Xiaomi's upcoming YU7 crossover model. Since the world's third-largest smartphone manufacturer launched sales of its first model, SU7, in April last year, its monthly sales have continued to surpass Tesla Model 3. Industry analysts generally believe that the launch of YU7 may reshape the mid-range electric SUV market.
In January this year, Musk revealed that a low-cost model would be launched in the first half of 2025, but did not specify the specific parameters. The company's recent product strategy has clearly shifted to the rapid iteration of existing models. In addition to the plan to launch the six-seater version of Model Y in China this year, the self-driving taxi Cybercab will become the only confirmed new model in 2026.
As of press time, Tesla has not responded to the launch of the "Youth Edition" Model Y. As the price war in China's new energy vehicle market continues to escalate, whether Tesla can regain market dominance through cost innovation will become a key battle affecting its global strategy.
