Car stuff (public number: chedongxi)
Author | Juice
Edited by | Xiaohan
Recently, the China Automobile Data Center announced the amount of insurance in domestic passenger cars in November. Ideal ONE continued to rank first in the november medium and large SUV sales list with a score of 13,438 units, and almost became the sum of the sales of the next three Ashkenazi brands, which allowed Ideal ONE to continue to lead the market segment with a greater advantage.
▲List of medium and large SUV sales in November
In addition, as a new Chinese power brand in the luxury SUV array, in the face of this market segment full of fierce competition from many foreign luxury brands, the ideal ONE's achievements in the luxury SUV list are still very prominent. From the list, although the ideal ONE ranking is second only to Tesla Model Y and Hongqi HS5, it is the only product with an average price of more than 300,000 to pressure BBA sales, which can be said to have really gained a foothold in the entire luxury SUV market.
▲Luxury SUV sales ranking in November
Through this information, we can also find that no matter in which market segment, the ideal ONE has stabilized its footing and is definitely a successful model. But what exactly is the reason for the success of the ideal ONE?
First, the ultimate product does not do both
To say that the reason for the success of the ideal ONE, the first thing is the precise locking of the target user. Only by learning to choose, accurately finding users, and meeting the needs of this part of the people can we create the ultimate product. And can not be greedy to meet the needs of different users, to make a product that can be combined.
Ideal Car CEO Li xiang found in the daily car scene that there is no car on the market that is really designed for home users, and even the back row of many cars is simply punishing the family, and many family users choose only to choose a relatively suitable car among many models.
▲Ideal Auto CEO Li Xiang
With the car entering the family, Lee wanted to start a motor home. For the pain points and needs of domestic car users, Li wants to have a deep understanding and cognition. Building a car for himself and his friends and creating value for users has always been the goal of Li Xiang and this company.
Second, accurate insight into user needs
After locking in the target users, Ideal Auto has continuously gained insight into the pain points of home users in the early stage of product definition, and is committed to creating a product that truly meets the needs of home users.
1. Space needs of home users
The ideal ONE has a body size of 5030/1960/1760mm and a wheelbase of 2935mm, and with the optimization of the chassis and the space layout inside the car, it "cuts" the comfortable seating space for the user.
▲Ideal ONE
In terms of space layout, the six-seat layout of the whole vehicle adopted by the ideal ONE not only meets the needs of families with children in the second row, but also allows the third row to have a more ideal riding space.
In addition, in the development of the product, the engineers of the ideal car also took pains to find the central passage of the second row of seats. In order to achieve the most comfortable width of the central channel, the engineers went through several demo tests and finally found an ideal value - 180 mm. The width of such a two-row central aisle allows passengers to easily enter and exit the second and third rows, and even performs better than some MPV models.
Luxury spaces for family travel cannot be limited to the "big" aspect. The second row in the Ideal ONE is designed with separate seats that support 4-way electric adjustment, and seat massage is standard in the first and second rows of the car. This design takes fully into account the passengers in the car, and the second row is generally the elderly and children in the process of family users, which is very friendly to these special passengers.
▲Ideal ONE second row seats
2. The battery life demand of daily travel
In addition to the relatively high space requirements, the mileage is also a major consideration for home users to choose new energy vehicles. When driving an electric car and taking a family out to play, if the mileage is not enough, taking the family around to find a charging pile is a very bad experience. In order to solve the pain points of charging and replenishing electric vehicles at present, Ideal ONE pioneered the extended-range electric drive system, which can also generate electricity with gasoline generators in addition to using batteries to provide power for the front and rear motors. Truly achieve electricity in the city and long-distance power generation.
As can be seen from the official website of ideal car, the ideal ONE currently on sale is equipped with a 40.5kWh ternary lithium battery, under the blessing of this battery, the ideal ONE's NEDC pure electric mileage is 188 kilometers, if it is usually only in the city, then the 188 kilometers of cruising is enough to meet the requirements.
When the whole family travels for a long distance on the weekend, the ideal ONE can directly refuel to ensure the endurance, and in the case of full fuel, the vehicle's NEDC fuel range is 892 kilometers, without worrying about endurance.
Overall, the ideal ONE's NEDC comprehensive working condition range can reach 1080 kilometers, which is an experience that pure electric vehicles cannot bring at present.
In terms of safety, the ideal ONE achieved good results in crash testing. At the beginning of this year, Ideal ONE received G (Excellent) evaluation in many of its collision tests, and its performance was very outstanding.
Large space, high ride comfort, good safety, and no battery life anxiety are the keys to the ideal ONE to attract users.
3. Interactive needs of family outings
On the other hand, the ideal ONE is also very intelligent, serving users in every seat when traveling as a family.
The Ideal ONE is the industry's first model to adopt a four-screen solution, which can provide greater entertainment companionship for the whole family when traveling long distances.
Ideal ONE's car machine system is equipped with a lot of mobile phone commonly used Apps, and its App is specially developed by developers for the ideal ONE car machine screen, which better adapts to the car machine wide screen at the same time, and the use experience even exceeds the mobile phone App. During the family trip, the co-driver passenger can chase the movie through the co-driver screen and will not affect the use of other passengers. At present, the design scheme of the triple screen has also been recognized by users and the market.
▲Ideal ONE central control design
In addition, the ideal ONE also realizes a full-vehicle voice interaction scheme with a four-tone zone. The main passenger, the second and third rows of passengers can directly summon the "ideal classmate", and the "ideal classmate" can also accurately identify the needs of the user, which makes it easy for parents from kindergarten children to 70s and 80s to interact with the ideal ONE.
In terms of assisted driving, the ideal ONE is equipped with an 8-megapixel camera as standard and uses five Bosch 5-generation millimeter-wave radars, allowing the vehicle to achieve a 360-degree all-round perception of the surrounding environment. In terms of chips, the ideal ONE uses two Horizon Journey 3 chips to further guarantee the computing power.
▲The ideal ONE uses an 8-megapixel high-definition camera
Thanks to such a powerful hardware configuration, the ideal ONE can realize NOA navigation assistance driving, can realize automatic up and down ramps, automatic line and other functions, can effectively reduce fatigue during long-distance driving. At this stage, NOA has carried out large-scale pushes.
It is worth mentioning that ideal car has always believed that the safety of the whole family is only standard, not optional. In other words, users can enjoy NOA functions without additional purchases.
▲The ideal ONE has an ideal level of assisted driving system
In terms of intelligence, the ideal ONE has long been in the first echelon.
Comprehensive space performance, safety, mileage and intelligence and other dimensions, the ideal ONE has excellent performance, is a powerful product, truly become the first choice of home users, and this is also the reason why it can become a hit.
From the above analysis, it is not difficult to see that the sales performance of the ideal ONE in November is not accidental. With accurate insight into Chinese home users, it fully meets the market demand, and while leading the medium and large SUV market segment, it can surpass a number of joint venture luxury brands such as BBA at the same level. In the future, with the precise definition of products and the pursuit of extreme products, the ideal car may create more explosive products.