While Tesla continues to drive down the prices of its cars, Renault and Stellantis refuse to play this game.
A few years ago, buying a Tesla was reserved for the wealthiest customers, while a Model S costs more than 100,000 euros. But the manufacturer has been able to develop its offer by expanding its catalog, in order to offer much more affordable models. This is the case of the Model 3 and Model Y, which have met with great success since their launch. But the American firm, which experienced some difficulties last year, wants to go even further. To do this, it has made a very sharp drop in its prices on several occasions since the start of the year, in January and then in April. So much so that the “3” and “Y” are more affordable than ever.
There is one exception to the end of the sale of thermal vehicles in 2035 voted by the European Parliament: luxury cars (Ferrari, etc.). Of course, they are few, so emissions will be limited, but for the symbol and social justice, it will be necessary to iron pic.twitter.com/6gPS9lc6ZE
— Audrey Garric (@audreygarric) June 9, 2022
Inevitably, this strategy has cause for concern for some manufacturers, who do not hesitate to review their prices in order to remain competitive. This is particularly the case of Ford but also of the Chinese firm Xpeng. On the other hand, others refuse to play this game. Renault as well as the Stellantis group. The latter’s spokesperson explains that he ” has a pricing policy that it intends to stick to, because that’s what preserves the value of the cars over the long term“. But the Franco-Italian firm is not the only one to have this point of view.
Because the story is generally the same on the side of the diamond mark, which explains that ” We have a well-thought-out and pre-determined pricing strategy, we stick to it. The aim is not to confuse the customer but also to protect the residual value of our cars“. The goal is indeed to reduce the discount on the second-hand market, and avoid harming customers against those who have bought the same car but cheaper because of price reductions. But could the two manufacturers change their minds?
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