In fact, domestic cars in recent years have been underestimated by everyone. Many people may think that the progress of domestic cars is only a low-end market within 150,000. However, what the author wants to tell you is that our domestic cars in the "high-end bureau" also play well, 200,000 levels, 250,000 levels of the field has emerged Hongqi HS5, BYD Han, recently released by china automobile data in November medium and large SUV sales list shows that the ideal ONE with 13438 retail sales volume, pressure the same level Mercedes-Benz, BMW to win the "MVP", has become the sales king of the market segment.
As shown in the above list, Mercedes-Benz GLE and BMW X5, which are first-line luxury brands, only sold less than 5,000 units last month, and even Volkswagen Tuang, which once dominated the sales list of large-scale SUVs, sold only 5668 units last month. Judging from the data alone, the ideal can not hold their heads up this time, after all, it has 7770 more than the second place. However, then again, why can ideal cars suppress these first-line joint ventures and first-line luxury brands? Today we will analyze it from the brand aspect.
The brand is clearly positioned to target home users
As one of the three strongest new forces, Ideal Auto has a set of product concepts that are different from Weilai and Xiaopeng. What to say? Weilai takes the service route, and the wind evaluation on the network is also better, while Xiaopeng is the same as Tesla, taking the technical route. The ideal is to start from the family car experience and strive to create a high-end intelligent family car for the majority of families. After the verification of sales and time, the ideal car route has not gone wrong, and in just 708 days, the total sales of its bicycle ideal ONE has exceeded 100,000 units.
Range anxiety has always been the "pain point" of electric vehicle travel, and the ideal ONE is a new electric model of urban power generation and long-distance electricity consumption, which solves this problem very well. And the form of oilable and electric energy replenishment, so that long-distance self-driving travel does not have to worry about waiting for charging piles and finding charging piles. Seeing this, there may be small partners who will say, wait and wait, electricity can be cheaper than oil. The author does not refute this, but what if the whole family travels? If it is a snowy day, a rainy day, will it wait? The answer is obvious.
The brand investment is not small, and the production capacity and technology have been improved
"We want to invest more than 10 points (10% of revenue) for R&D expenses on a long-term and continuous basis!" This is a sentence that Li wants to say in an interview. This is not an exaggeration, according to official data, Ideal Motors' revenue in the third quarter of this year was 7.78 billion yuan (about 1.21 billion US dollars), while its research and development costs in the third quarter were 888.5 million yuan (about 137.9 million US dollars), accounting for 11.4%.
This money is not only used to improve the product strength of existing products, but also to develop new products. It is reported that the NOA navigation assisted driving function has been launched and can be upgraded through OTA 3.0. Moreover, its second model X01 will also be officially met with everyone in the second quarter of next year, and delivery will begin in the third quarter; in addition, in addition to research and development, the ideal funds are also used for the expansion of the Changzhou factory and the landing of the Beijing factory, according to the official said that if the firepower is in full swing, the production capacity will reach 500,000 units / per year, and the double shift can even reach 700,000 units / year to ensure the efficiency of the car.
The sales network is becoming more and more perfect, and the logistics support is also keeping up
No matter how good the product is if there is no good, comprehensive sales network, it is undoubtedly "paper talk", Ideal Auto also knows this truth, but it did not go to find partners to open 4S stores, but adopted a national direct sales model, and provide online and offline dual channels to order cars. At the same time, as of November 30 this year, Ideal Auto has 174 retail centers across the country, covering 93 cities, and the store location is basically in the center of the business circle, allowing users to experience the car while shopping with their families. According to officials, by the end of this year, the total number of stores will reach at least 200, covering 100 cities.
In addition to the increasingly perfect sales network, the "logistics support" of the ideal car can also keep up, as of November 30, the ideal car has a total of 236 after-sales maintenance centers and authorized sheet metal spray centers, covering 171 cities, providing a more solid "backing" for the majority of ideal car owners in daily and long-distance self-driving trips.
Summary: Ideal Car can beat these first-line joint venture brands and luxury brands in terms of sales, in fact, it does not mean that it is much more powerful than the other party. After all, the two sides are different fields, and the ideal car just caught up with the opportunity of new energy development, and the brand positioning is clear, aiming at home users, and solving the real mileage anxiety with a new set of electric models. The continuous improvement of product strength and the gradual expansion of the sales network have also provided a lot of help. With the gradual improvement of the product camp, the ideal car is bound to embark on the fast track of development!