Tesla (TSLA) pulls demand levers in China, launches referral program and cuts prices
Tesla has decided to pull on demand levers in China with the launch of a new referral program in the market and cutting prices on Model 3 and Model Y. The TSLA Stock price is down in pre-market.
Over the last few months, there have been increased concerns about softening of demand for Tesla vehicles.
It was enough for CEO Elon Musk to address it during the conference call following the release of Tesla’s Q3 2022 financial results.
The CEO reiterated that “Tesla doesn’t have a demand issue”:
I can’t emphasize enough, we have excellent demand for Q4, and we expect to sell every car that we make for as far in the future as we can see.
In terms of demand softening for Tesla, we reported earlier this month that Tesla’s demand shouldn’t be seen as a concern until Tesla starts pulling on some “demand levers” – meaning that the automaker takes some action to actually create some demand.
One example is that Tesla recently announced new colors out of its German factory. Those cars are now sold out for months longer than previous colors, even with a €3200 premium.
Tesla is pulling demand levers in China
For the better part of the last two years, Tesla has been coasting on the demand front and didn’t do anything to encourage it.
In fact, Tesla did the opposite by continuously increasing prices throughout its lineup and even stopped taking orders on some models because its backlog was getting too big.
Now we are seeing the tide changing for the first time in two years.
One of the biggest demand levers you can pull is reducing prices, and that’s exactly what the automaker is doing in China.
Today, Tesla reduced the starting price of its Model 3 built in China to 265,900 yuan (~$36,800) from 279,900 yuan. The Model Y SUV in China also saw a price reduction to 288,900 yuan from 316,900 yuan.
Furthermore, Tesla has pulled another demand lever in launching a new referral program in China.
We have been reporting for a while that Tesla has been working on a new referral program for vehicle owners after shutting it down completely last year. Last week, we reported on how Tesla should be launching it soon based on some new code in the Tesla mobile app.
Now Tesla has launched a version of the new referral program in China.
The automaker is calling it the ‘”Treasure Chest” Points Rewards’ program. Like the previous referral program, Tesla owners can get rewards if new buyers order through their referral links. The new buyers also get rewards through buying through these new referral links shared through the Tesla app.
The only difference is that instead of directly receiving awards, like free Supercharging miles, both the Tesla owner and the person who made the referral receive “points,” which can later be exchanged for awards like in-vehicle software upgrades, Tesla accessories, or free Supercharging miles.
The points also enter Tesla owners into quarterly and annual raffles.
Here are the prizes for the first quarter 2023 raffle:
- Tesla Texas Belt Buckle, worth 998 yuan, 89 copies in total
- Tesla Model S stroller, valued at $5,999, five copies
- The third-generation home charging service package (national standard 40 meters installation service), worth 8,000 yuan, a total of five copies
- A 24-month right to use the in-vehicle software upgrade package “Fully Autonomous Driving Capability,” worth about 33,400 yuan, a total of one copy
And here are the prizes for Tesla’s first “annual sweepstakes”:
- Tesla Shanghai Gigafactory VIP Visit Invitation Letter (with two immediate family members), worth about 5,000 yuan/person, five copies in total
- The super charging mileage is 50,000 kilometers, worth about 24,600 yuan, a total of two copies
- Three-year right to use new items in the Tesla boutique, up to a value of up to $45,000, one in total
- Model 3 rear-wheel drive version or Model Y rear-wheel drive version of the vehicle for one year, worth about 47,500 yuan, a total of one
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This fall marks the 25th anniversary of the US launch of the first-gen Toyota Prius — a car that, arguably, has done more to more to shift the market away from fossil fuels than any other single vehicle (more on that in a minute). That means that, in many states, you can now get “antique” or “historic” plates for a modern hybrid.
If that sounds appealing to you, here’s what it might cost to keep that OG Prius on the road for many more years to come.
“When the Prius burst into the US market, it was nothing short of a revolution,” reads the breathless Toyota PR copy. “A true trailblazer in the world of hybrid vehicles, (Prius) set the stage for the electrification movement, captivating environmentally conscious drivers with its innovative spirit.”
I think that’s true. And, as for that claim in the header that the Prius did more to shift the US auto market away from fossil fuels than any other single vehicle, ask yourself this: would there even be a Tesla Roadster (much less an “affordable” Model Y) without the Toyota Prius bringing the conversation about electric cars into the mainstream zeitgeist fully eight years earlier?
I spent enough time behind the wheel of a seriously quick and capable US Electricar Consulier to tell you this much: no, there wouldn’t.
They’re still out there
The inspiration for this article was, predictably enough, a first-generation Prius sighting in my own neighborhood. One of more than 52,000 first-generation Priuses (Prii?) sold in the US, this one was green, with a straight body, glossy paint, and the woman driving it turned out to be the car’s original owner. Her Prius – Toyota’s first gas-electric hybrid – continued to give her great service from its 1.5-liter four-cylinder ICE and high-torque electric motor, and the car’s nickel-metal hydride battery pack seemed serviceable enough, though she couldn’t tell me if it was original (her husband took care of all that).
That, along with the possibility of trolling boomers with an antique-plated Prius, led me to ask myself, “What would it really take to keep one of these on the road?”
Even if your Prius spent its entire life in a garage and has only 60,000 miles on the clock, 25 years is still twenty-five years, and rubber doesn’t care about mileage. That’s not just the rubber in the tires, either. The factory struts, bushings, CV joints, belts – even the engine mounts will surely need to be replaced. Ditto for the door and window seals.
Along with a 12V battery, fresh oil and filter change, and a thorough cleaning, that’s the kind of stuff you should budget for on day one. Here’s a quick estimate on what that would run (parts only, of course, because you work on antiques yourself):
- tires – Michelin Energy Saver A/S or Bridgestone Ecopia EP422 Plus in 195/65R15, plan on spending about $150/tire
- shocks and struts – KYB Excel-G, commonly sold in pairs, expect to pay about $200/ea.
- control arm bushings and sway bar links – MOOG control arm bushings and sway bar end links, $25-50/link
- engine and transmission mounts – Dorman or Westar makes replacements at roughly $60–120 each, depending on which mount(s) you need
- CV boots / axle rebuild kits – GSP or SKF kits typically sell $25–75/boot
- Serpentine / accessory belt – Gates makes an OE-quality replacement belt for about $40
This is the big one
You’ll notice, by now, that I’ve avoiding one particular bill. The one repair item that makes anyone looking at an older EV or hybrid think twice – the high-voltage battery. And, if you’ve done any kind of research into the cost of replacement batteries for older electric cars, you already know why that is. I haven’t mentioned it, because it’s not that bad.
I found a new high-voltage replacement battery for a Prius from GreenTec on sale for just $2,050 with a 36-month warranty, or $1,399 for a refurbished unit with a 12-month warranty. That’s not only significantly less than the price of a refurbished transmission for a Toyota Corolla of a similar vintage – it’s probably a lot less than people who still think EVs are new technology would have guessed, too.
Battery costs are going down
The costs of replacing a high-voltage EV battery in older model year cars continues to go down – and that’s true for newer EVs, too. “We’ve seen about $12-18K as an average replacement cost for a Tesla battery,” says KJ Gimbel, founder and CEO of extended EV warranty firm, Xcelerate Auto. “(At that number) we’re confident that we’ll be able to support the vast majority of claims that arise, regardless of the model.”
In other words, if you’re the type of gear head who expresses a midlife crisis by buying a sensible, reliable daily driver, you could do a lot worse than a historic Prius.
That’s my take, anyway – what’s yours? Let us know what you think of the Prius’ 25th American birthday, its role in the EV revolution, and whether or not it’ll ever gain true classic status in the comments section at the bottom of the page.
Original content from Electrek.
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Orange EV may not be a household name like Mack or Kenworth, but this small-ish maker of all-electric heavy duty terminal tractors is making a name for itself where it matters: on the job. And this week, the company’s deployed fleet logged its ten millionth hour of operation!
Despite claims from oil-backed “efficiency” groups and fossil-backed hydrogen propaganda to the contrary, battery-powered heavy-duty EVs are proving themselves more than capable of getting the job done today, with millions upon millions upon millions of over-the-road miles as proof. Now, Orange EV is throwing its own data into the mix, with a deployed fleet of HDEVs that’s logged ten million hours of operation across more than 27 million low-speed, extreme duty miles.
“Ten million hours makes one thing clear: Orange EV has taken electric terminal trucks from possible to proven,” said Kurt Neutgens, President and CTO of Orange EV. “Our 340 customers are operating at an average of 97% uptime, with no compromises, proving you can cut costs, boost performance, and improve health and safety all at once.”
What might be more impressive than the miles covered, though, is how few trucks Orange has deployed to get to that number. The company reports that multiple units have already surpassed 30,000 hours of active service while others still are approaching a full decade of daily use — and all of them are still running on their original Orange-designed LFP battery packs.
“Diesel yard trucks rarely achieve this level of durability, but Orange EV delivers with every truck,” adds Neutgens, a former Ford engineer. “Every hour of safe, reliable operation raises the bar for what fleets should expect from their equipment.”
Since delivering its first customer truck back in 2015, Orange EV has deployed more than 1,600 trucks across 40 states and four Canadian provinces. Together, these trucks have eliminated approximately 200,000 tons of carbon dioxide and saved fleets over $100 million (US) in fuel and maintenance costs alone. And, in more than 10 million hours of duty, not a single Orange EV yard truck battery has experienced a thermal event.
Electrek’s Take
Over at The Heavy Equipment Podcast, we had a chance to talk to Orange EV founder Kurt Neutgens ahead of last year’s ACT Expo for clean trucking. On the show (available here), Kurt explained how his experience at Ford helped inform his design ideology, and that the Orange EV was designed to be cost competitive with diesel options, even without subsidies.
Give it a listen, then let us know whether you think the big yard dogs’ success will help debunk the “messy middle” myths or not, in the comments.
SOURCE | IMAGES: Orange EV.
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EUNICE, NEW MEXICO — Paul Lorskulsint was a shift manager at a brand new uranium enrichment facility deep in the American Southwest when catastrophe struck Japan in 2011.
A massive tsunami and earthquake had caused a severe accident at the Fukushima Daiichi Nuclear Power Plant. Thousands of miles away in Eunice, New Mexico, Lorskulsint turned on the television to make sure his team could witness what was happening across the Pacific Ocean.
Lorskulsint knew the disaster in Japan was a watershed moment for the nuclear industry. The plant where he was leading an operations shift had just opened in 2010, after the European uranium enricher Urenco had spent years building the facility in anticipation of growing demand.
Over the ensuing decade, public support for nuclear power diminshed and a dozen reactors closed in the U.S. as the industry struggled to compete against a flood of cheap natural gas and renewable energy. Demand for the low enriched uranium that fuels nuclear plants dwindled.
“The price of what we sold basically went through the floor,” Lorskulsint, who is now the chief nuclear officer at Urenco USA, told CNBC. Urenco’s long-term contracts with utilities insulated the facility during the downturn, he said, but the price drop put further expansion plans on hold.
Paul Lorskulsint, Chief Nuclear Officer, Urenco USA talks about the uranium enrichment process.
Adam Jeffery | CNBC
Headquartered outside London, Urenco is joinly owned by the British and Dutch goverments and two German utilities. Its New Mexico facility is the only commercial enrichment facility left in the U.S. The last U.S.-owned commercial facility in Paducah, Kentucky, closed in 2013 and its owner the United States Enrichment Corporation went bankrupt during the downturn after Fukushima.
Fourteen years later, the situation has reversed once again. Urenco USA is racing to expand its enrichment capacity. The nuclear industry is gaining momentum as electricity demand in the U.S. is projected to surge from artificial intelligence and the push to expand domestic manufacturing. Doubts persist about whether U.S. power supplies will ramp up quick enough to meet the needs. Increasing uranium enrichment will be a key part of the process, despite the history of past disappointments.
Also, U.S. enriched uranium supplies are at risk. The U.S. still imported 20% of its enriched uranium from Russia in 2024, a legacy of the now shattered hope for friendship between the two countries after the collapse of the Soviet Union and end of the Cold War.
The U.S. will completely ban the import Russian uranium by 2028 in repsonse to Moscow’s full-scale invasion of Ukraine, leaving a gapping supply deficit just when Washington, the utilities and the tech sector are developing the most ambitious plans in decades to build new reactors.
Nuclear plants like Palisades in Michigan, Crane Clean Energy Center in Pennsylvania and Duane Arnold in Iowa are planning to restart operations this decade after closing years ago. The tech sector is investing hundreds of millions of dollars to bring advanced reactors online in the 2030s to help power their computer warehouses that train and run AI applications.
“It is a pivotal moment, the next five to 10 years for the nuclear industry,” Lorskulsint said. “We’re going to have to have to deliver on time, on schedule and continue to maintain that momentum, which is a significant challenge.”
Employees at Urenco USA receive a cylinder of feed material for enrichment process.
Adam Jeffery | CNBC
Expansion plans
In deeply divided Washington, support for nuclear power is one of the few issues that can still muster some bipartisan support. President Donald Trump wants to quadruple nuclear power by 2050, a significant increase over President Joe Biden’s previous goal to triple it by that date.
The U.S. has only built one new nuclear plant from scratch in the past 30 years, raising doubts about whether such ambitious plans can be realized. But any effort big or small to expand nuclear power in the U.S. will run through Urenco’s facility in New Mexico.
The plant currently has capacity to supply about a third of U.S. demand with $5 billion invested in the facility to date. Urenco is expanding its capacity in New Mexico by 15% through 2027 as utilties replace Russian fuel. It has installed two new centrifuge cascades for enrichment this year. But Urenco’s expansion alone won’t fill the Russian supply gap, Lorskulsint said.
“Our competitors will have to expand in order to make sure that as a whole the industry is still supplied,” he said. “We’re building quickly as we can to make sure that the the industry is not short handed.”
As Russian fuel is banned from the U.S., the Trump administration is pushing for 10 new large reactors to start construction this decade. Alphabet is investing in about 2 gigawatts of new nuclear, Amazon has committed to more than 5 gigawatts, and Meta wants to bring up to 4 gigawatts online.
Urenco USA Facilities in Eunice, New Mexico.
Adam Jeffery | CNBC
The industry is worried about the supply gap, Lorskulsint said, but filling it “is not an insurmountable task.”
Urenco USA is a candidate to receive a contract from the Department of Energy to produce more low-enriched uranium, part of U.S. efforts to standup a domestic nuclear supply chain. The contract would allow the New Mexico facility to expand further with the construction of a fourth production building.
Urenco’s competitors are also seeking support from the Energy Department to build out U.S. enrichment capacity. France’s Orano is planning to build a facility in Oak Ridge, Tennesse, with operations potentially starting in the 2030s.
Publicly traded Centrus has a facility in Piketon, Ohio, where it plans to produce low-enriched uranium, but it hasn’t yet started commercial operations. Centrus is the successor company to the United States Enrichment Corporation that went bankrupt in 2013.
Centrus stock has gained more than 400% this year as investors bet on a growing demand for enriched uranium due to U.S. plans to expand nuclear power.
Paul Lorskulsint, Chief Nuclear Officer, Urenco USA talks about the uranium enrichment process next to centrifuge cascade.
Adam Jeffery | CNBC
Supply chain bottlenecks
But enrichment is just one stage in a long supply chain that will be stretched by growing demand. Uranium delivered to the U.S is often mined in Canada and it is then converted into intermediate state called uranium hexafluoride that is the feedstock for enrichment.
The feedstock is spun in Urenco’s centrifuges to increase the presence of the isotope Uranium-235 to 5%, the level needed for most nuclear plants. The enriched uranium is then shipped to fuel fabricators that manufacture the pellets that go into reactors in power plants.
U.S. nuclear plants are facing cumulative supply gap of 184 million pounds of uranium through 2034, according to the Energy Information Administration.The biggest bottleneck right now for Urenco is the conversion of uranium into the feedstock for enrichment, Lorskulsint said. There are only three facilities in the Western world located in Canada, France and Illinois that convert uranium into feedstock.
“Every portion of the supply chain is going to have to expand, it’s not just about enrichment,” Lorskulsint said. “We need more of everything but conversion right now is the bottleneck.”
The nuclear supply chain may not be the biggest challenge in the end, the executive said. The ageing U.S. electric grid could prove to be the real constraint on building new nuclear due how long it takes to complete upgrades, he said. While this could slow Urenco down, it won’t stop the expansion, he said.
“We came here when the market demanded it,” Lorskulsint said of Urenco’s investment in the U.S. “We were here when the market didn’t demand it. And we are now expanding to make sure that we can still support as much as the market needs from us.”
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