从E41与D50看特斯拉策略：以品牌与价格对抗本土强敌
特斯拉正在加快推进两款针对中国市场的新车型项目，内部代号分别为E41和D50，对应海外市场的“标准版”Model Y和Model 3。据多方消息，这两款车型目前已进入验证测试阶段，预计将于2026年中期或更晚 实现量产。
根据现有信息，这两款“标准版”车型在设计上延续现有Model 3与Model Y 的平台和生产体系，但通过简化配置以降低制造成本。海外版本的起售价分别为36,990美元和39,990美元（约合人民币26.3万元与28.4万元），相比此前版本下降约5,000美元。与此同时，部分舒适与辅助功能被削减，包括双层夹胶玻璃、电动折叠后视镜等二十余项配置，LCC 车道居中控制功能亦被取消，但仍保留最新的HW4硬件和购买FSD自动驾驶系统的选项。
外界普遍认为，这一策略反映出特斯拉希望以品牌影响力和成本控制的双重手段，进一步渗透中国的价格敏感型市场。国际分析师指出，入门价格若能控制在20万元人民币左右，将帮助特斯拉打开更广泛的受众群体。然而，从中国消费者的反应来看，舆论并不一边倒。许多网友认为，在相似价位区间内，比亚迪、小鹏、吉利等本土品牌提供了更高的智能化水平与配置体验，一款“减配版”的特斯拉若定价偏高，未必能赢得市场。
目前，特斯拉在中国的主力车型仍为Model 3和Model Y，销量保持稳健，但增长趋缓。2024 年，特斯拉在中国共交付65.7万辆，同比增长约8.8%，表现稳定但难言突破。随着本土新能源车加快迭代、覆盖更广细分领域，特斯拉亟需通过新产品形态维持竞争力。E41与D50 项目的推出，是特斯拉在保持品牌高端形象与扩大市场份额之间的一次权衡尝试。最终成败将取决于定价策略、生产节奏与消费者的感知价值。
Tesla is accelerating the development of two new models tailored for the Chinese market, internally codenamed E41 and D50, corresponding to the “Standard” versions of the Model Y and Model 3 recently introduced overseas. According to multiple reports, both models have entered validation testing and could begin production in mid-2026 or later.
Built on existing Model 3 and Model Y platforms, the new “Standard” versions aim to reduce production costs through simplified configurations. Overseas, they are priced at US$36,990 and US$39,990 (approximately RMB 263,000 and 284,000), about US$5,000 lower than the previous versions. To achieve this, Tesla removed more than 20 features — including laminated glass, power-folding mirrors, and lane-centering control — while retaining the latest HW4 hardware and the option to purchase Full Self-Driving (FSD).
Industry observers suggest that this strategy signals Tesla’s intent to leverage its brand equity and manufacturing scale to reach deeper into price-sensitive segments of China’s EV market. Analysts note that a price point around RMB 200,000 could help Tesla attract new buyers; however, reactions among Chinese consumers have been mixed. Many argue that domestic brands like BYD, XPeng, and Geely already offer richer features and smarter technology at similar prices, meaning that an under-equipped Tesla may find it difficult to stand out unless pricing is aggressive.
Tesla’s core lineup in China — the Model 3 and Model Y — remains stable but shows limited growth momentum. In 2024, Tesla delivered about 657,000 units in China, up 8.8% year-on-year. As domestic competitors accelerate product updates and widen coverage across market segments, Tesla needs new models to sustain its relevance. The E41 and D50 initiatives thus represent a strategic balancing act: maintaining Tesla’s premium image while expanding market share through affordability.