Over the years, as the three giants of German luxury Mercedes-Benz, BMW and Audi, in China can be described as a mixture of wind and water, their advantage is to seize the hearts of the Chinese people, its volume models not only become larger, but also become more luxurious and comfortable, has received the attention of many consumers. However, in November this year, the sales of Mercedes-Benz, BMW and Audi were not particularly eye-catching, but the domestic model Ideal ONE sold particularly well. This makes many consumers and car fans feel strange, why can domestic brand high-end cars sell so well?
Ideal ONE received a monthly retail sales of 13,438 units in November this year, and this sales volume should not be underestimated. In the medium and large SUV segment, the ideal ONE not only ranks first, but also sells more than double the sales volume of the second-ranked Volkswagen Tuon. If placed in the luxury SUV market, the ideal ONE also performed well, Mercedes-Benz GRC, Mercedes-Benz GLB, Audi Q5L, BMW X1, BMW X3, sales are not as good as the ideal ONE. And the price of the ideal ONE is high enough, the price of the bare car is 338,000, and if you choose the other three official special paints, you need to spend an additional 10,000. Therefore, the actual transaction price of the ideal ONE is about 350,000, and the average transaction price of the Audi brand in 2020 is only more than 320,000, which shows the gold content of the ideal ONE sales.
After understanding and looking at retail sales, everyone must be curious about why the ideal ONE can get such a high retail volume. Undoubtedly, the ideal ONE's product strength is outstanding enough, combining more than 5 meters long and nearly 3 meters wheelbase, 6-seat layout, four-screen linkage, luxury configuration, unlimited travel, no endurance anxiety and other advantages in one. And these advantages, many car critics have also analyzed, so let's change the perspective, starting from the ideal car, to see why the ideal ONE sales are high.
The strategic layout of the ideal car is not the same as most of the new car forces, the ideal car first focused on "living", so the ideal car did not plunge into the pure electricity market, but developed a new electric model of short-distance electricity and long-distance charging, which is also the reason why the ideal ONE can do no endurance anxiety. This practice also does allow the ideal car to "win the moment" and solves the concerns of most people when using new energy vehicles.
However, this does not mean that the ideal abandons pure electricity, we can also find the ideal for pure electric models of persistence, it is reported that the ideal has mastered the ultra-high voltage charging technology, can make the battery cell only need 10 minutes to supplement the power that can run 400 kilometers, and today's pure electric vehicles, want to be full of 400 kilometers of endurance, usually need to spend more than 1 hour. The ideal layout of ultra-high voltage fast charging technology is obviously to prepare for future pure electric models.
Of course, in order to develop these new technologies, the investment in the ideal car is also very high. In the third quarter of this year, ideal cars invested 888.5 million in research and development, an increase of 165.6% from 334.5 million in the third quarter of 2020 and an increase of 36.0% from 653.4 million in the second quarter of 2021. It can be seen that the ideal car understands the core technology is the key, and hopes to master its own core technology.
In addition, Ideal Car uses a direct-operated approach to sell models offline. Different from the traditional 4S store method, the price of the ideal model under the direct operation mode is more transparent, and the pre-sale and after-sales charges are the same, which is equivalent to face-to-face communication between enterprises and users, which the traditional 4S point cannot do. Today, the number of direct-operated stores of Ideal Motors has reached 174 (as of November 30), and this number is expected to increase to 200 by the end of this year. Seeing this, do you think BMW Audi fragrance, or the ideal ONE is more fragrant?