Not all automakers want to follow Tesla’s dynamic. Fisker and Renault explain why they will not drastically lower their prices.
Recently, Tesla applied huge price cuts to its electric vehicles. The Model 3 saw its price drop by 13,000 euros, to return to its lowest level for a year. Some brands, like Lucid Motors, plan to follow the same trend.
On the other hand, others have already announced that they cannot stick to it, this is the case of Volkswagen. And it would seem that this trend is more followed than that aimed at aligning itself with the prices practiced by the firm of Elon Musk.
Henrik Fisker, owner and founder of the eponymous brand, does not like these variations. The businessman reacted to this news by explaining that his brand would not change its price list.
“I don’t think we need to do that, because we are fully booked until halfway through 2024”did he declare. “Everyone is seeing cancellations, but at the moment I don’t see an overall reduction in our bookings. »
Maintain a sufficient and sustainable margin
The situation is the same at Renault, where CEO Luca de Meo flatly refused to follow Tesla. Worse, he is worried about seeing a fall in prices that would melt the brand’s operating margin.
“I think the price battle for the electric car, as we start our operations, is not the best thing that could happen to the industry”noted De Meo. “Because we have to invest, we have to generate a margin for electric cars. Without that, it won’t become a healthy business model for the industry. »
The Spaniard revealed to Autocar that the battery accounted for 80% of the material price. “Everyone is trying to protect their margin. The cost of electric cars is still relatively high. »
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