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2022-10-31

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周周谈｜降价冲量、收购推特，你永远猜不透马斯克想干啥

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SGD","LU0056508442.USD":"贝莱德世界科技基金A2"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/jjxw/2022-10-30/doc-imqmmthc2640426.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2279845836","content_text":"本周特斯拉占据了诸多媒体头条，先是车型大幅度降价，后马斯克又成功收购了推特。这边特斯拉打个激灵车圈抖三抖，那边有新创公司被认为“碰瓷”宾利，且上手就要对标保时捷，真是印证了那句歌词“得不到的永远在骚动”。马斯克收购推特，并进行架构大清洗事件概述：10月27日，埃隆·马斯克完成对推特的收购，并解聘数名高管。28日，推特在纽约证券交易所暂停交易。当日，马斯克出现在了推特公司总部，手上抱着洗手台盆，面带微笑——就像走进自己家那样。点评：马斯克的“口水”滴在推特管理层或员工头上或许重于泰山，他们正在经历一次职业生涯中最戏剧化的时刻。但对于马斯克来说，这只是全球首富任性地改变世界的小动作之一。而如果说马斯克的火箭公司、新能源车公司和脑机接口公司是他在各个工业领域的科技探索，满足的是脑中理性部分的宏伟计划。那么成功收购推特则是真正满足了他对于“言论自由”这一精神世界最高追求的愿景。对于普通人而言，自由的最高境界是在规则内随心所欲，而马斯克的不同之处在于，一些规则可以由他制定。马斯克收购推特这件事实际上和汽车圈没啥关系，真要说有关系，那就是通用汽车宣布今后将停止在推特上投广告。显然，这家美国传统巨头将对于特斯拉这样新势力的敌对情绪宣泄在了马斯克身上。是否在推特上投广告，不论是对于马斯克，还是对于通用汽车本身而言，都没什么大不了。宾理汽车首款车对标保时捷Taycan事件概述：10月30日，BeyonCa首款新车将亮相。有媒体报道这家中文名称宾理汽车的公司，首款车型直接将价格锁定在“百万级”，或将对标保时捷Taycan。对此公司内部人士表示，目前为止公司正式的品牌名称是“BeyonCa”，“宾理智能科技”只是公司名称，官方也没有“宾理汽车”这个说法。据悉，宾理智能科技在2021年6月11日成立，由大众中国前高管苏伟铭创立。宾理汽车注册资金为20000万美元。点评：首先要承认，我孤陋寡闻，尚未听说过汽车行业有这么一家公司。其次也必须指出，宾理之名有着“碰瓷”超豪华汽车品牌宾利之嫌。就和快消品行业的“阿迪王”、“康帅傅”等山寨品牌一样引人不适。纵使创始人苏伟铭在多家知名车企担任过高管，但汽车行业高管下海造车还未有大获成功的案例。威马的沈晖、拜腾的戴雷、法拉第未来的毕福康……究其原因，职业经理人和创业者本身是两个截然不同的角色，做得好前者未必做得好后者。再深挖一点，宾理智能科技是长城华冠与宾理信息共同成立的合资公司，2021年6月刚刚成立。长城华冠业内人士并不陌生，是前途汽车的母公司，而前途汽车也基本可以宣告创业失败。但值得注意的是，如今在天眼查上查看宾理的股权架构图，“北京长城华冠汽车研发有限公司”已经成为了“历史股东”。一个没有造车经验的创始人，一家没有成功案例的母公司，加之成立时间才刚刚超过1年。试问，这些条件结合起来，能造出对标保时捷Taycan的车吗？特斯拉降价事件概述：10月24日，特斯拉中国宣布，将对国产Model 3与Model Y两款热销车型，进行价格的全面下调，降价幅度为1.4-3.7万元不等，其中特斯拉Model Y长续航版车型的价格下调了3.7万元，而后驱版车型也降价了2.8万元，此外官方还将该车原来售价0.8万元的冷光银车漆选配搞成了免费。点评：看到这则新闻，全行业都上头了。这令人不解，传统汽车品牌哪款车型不根据市场环境和时间窗口而发生价格波动？特斯拉价格涨跌常有，只是这次变成了全系跌。然后又是那套“降价了老车主当韭菜，涨价了老车主当理财”的论调，成熟点，没必要。这就是一个纯粹的市场行为。原材料涨跌，车价当然就随之涨跌。有人将这解读为特斯拉的营销手段——显然不是。特斯拉确实需要营销，但看上去它需要“营销”的对象是华尔街，而不是普通消费者。每个月末、每个季度末、每个年末，特斯拉都需要对投资人负责，而达到他们的预期就是特斯拉需要做的事。根据三季度财报，特斯拉今年交付量可能会低于年初定下的全球产量增长50%的目标，这显然不利于它在资本市场上的表现。所以在成本能hold住的情况下，降降价，拔高一下销量，一切都在掌控中。但另一方面，国内某些造车新势力也被带节奏跟着降价了。比如今年势头正劲的车圈新人问界AITO就紧跟着免去了M5和M7车型“8000元”保险费用，相当于“便宜了”8000元。在这一点上，经历过江湖险恶的“蔚小理”们至今还按兵不动——正面硬刚打不过，那不如先隔岸观火。","news_type":1},"isVote":1,"tweetType":1,"viewCount":766,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"hots":[{"id":665174848,"gmtCreate":1667161798384,"gmtModify":1667180352040,"author":{"id":"3548915916765556","authorId":"3548915916765556","name":"鹫惜翎凌","avatar":"https://static.tigerbbs.com/02d0c0b091922a3354a498cb6852dea0","crmLevel":8,"crmLevelSwitch":0},"themes":[],"htmlText":"说说你对这篇新闻的看法...","listText":"说说你对这篇新闻的看法...","text":"说说你对这篇新闻的看法...","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/665174848","repostId":"2279845836","repostType":2,"isVote":1,"tweetType":1,"viewCount":766,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0}],"lives":[]}