There is a very classic saying: why do businessmen make money? Because the mindset is different.
The same development of products, the logic of ordinary people is to first develop products according to their own ideas, such as the development of cars, spend a long time to manufacture and polish a car based on the concept of the designer, the result to the market, found that the sale is not good, so as to find that the product has problems, can not meet the consumer. Then the rework started, but the market has seen a lot of competitors, missing time and wasting money. The businessman is to first build a scooter, verify that there is no demand for transportation in the market, if there is a further improvement of the product, to create bicycles, motorcycles, cars, in the technical iteration at the same time, but also accumulate the brand's reputation, the most critical is not to miss valuable time.
The core of this statement is to "read and verify user needs, and then reverse development according to user thinking", what you want, what I give you.
So Li wanted to give the majority of dads the ideal one such a product, and there was no doubt that it succeeded.
According to the November delivery data released by Ideal Auto, Ideal One delivered a total of 13,485 units in November, an increase of 190.2% year-on-year, and the cumulative delivery reached 110,000 units. There is no doubt that the ideal car has become the leader among many new car-making forces, and with the ideal one, it has become the first model with more than 10,000 bicycle sales in the new car-making forces, and it is also the first new car-making force with a single product to exceed 100,000 production.
What does the ideal one do?
A product becomes a hit, it must be because it meets the needs of a specific type of user through the core technology of the product. There are two kinds of users, one is the majority of users, and the other is to segment the users.
The first kind of user, the market is large, the competition is more intense, to solve the common needs of users, you have to face the serious homogenization of products, the price war will also fly up at any time, etc. Obviously, as the ideal car of the new car-making force does not have obvious advantages in this regard; the second kind of user, the market is small, but the competition is also small, to solve the different needs of users, you can do depth through products. Ideally chose the second type, focusing on the family car, making the "only or main car" that "meets the vast majority of Travel Scenarios of Chinese families".
What are the "vast majority of travel scenarios for Chinese families"? Grandparents and grandparents take one or two babies to and from class/class to the city commute, and three generations of old, middle and primary schools go out to eat or travel.
According to the survey of ideal cars, more than 80% of the surveyed car owners have fuel vehicle license plates, but the vast majority of them consider new energy models, after all, in the case of urban commuting, the ability of new energy vehicles to save costs is incomparable to fuel vehicles. But pure electric models always have endurance anxiety, for Chinese families, the endurance anxiety of pure electric models is not mileage anxiety but charging anxiety, if you are a grandfather with a mother-in-law, wife and children out of power, looking for charging piles for half a day, but also have to queue up, it is difficult to queue up, a look, to charge half an hour, get, this should be scolded.
Different car-making thinking: always from the user's point of view
This is where the core technology of the ideal one lies - the extender hybrid system. The range extender (engine) is not directly involved in the driving force of the vehicle, but transmits the power to the motor, which generates electricity, thereby driving the vehicle. The range extender can be understood as a huge charging treasure.
When Li Xianggang decided to choose an extender, he didn't know how many engineers he had sprayed. Because in the engineer's car-making concept, there are no successful cases of extended range cars on the market. The extended range system structure is composed of three parts, the range extender of power generation, the battery that stores electrical energy, and the motor that drives the vehicle, the cooperation between the three is extremely difficult, and it is necessary to balance between the three indicators of power, economy and NVH, but the relationship between these three indicators is contradictory, and if the range extender works efficiently, the noise of the vehicle is large, if the range extender works inefficiently, then the power is not good.
Therefore, from the perspective of engineering, the extender must have obvious shortcomings, but jumping out of the engineering angle, from the user's point of view, the extender is an advantage, in the city when driving electricity, long-distance driving when generating electricity, greatly reducing the cost of use. The new electric model pioneered by Ideal One has successfully solved the travel pain points of Chinese families.
Moreover, the ideal one is still in the continuous upgrade, the ideal one of 2021 adopts a new three-in-one rear drive motor, compared with the old model, NEDC pure electric mileage has been improved, reaching 188 kilometers, enough to ensure the daily urban commuting of pure electric driving. The 2021 ideal one also expands the fuel tank from 45L to 55L, increasing the cruising range and reducing the fuel consumption under the working conditions of the hot engine, according to official data, the comprehensive fuel consumption is as low as 6.05L per 100 kilometers.
Electric large six-seat design, leading the industry trend
The ideal one from the user's point of view is not only reflected in the technical route, but also in the design.
As a family car, the ideal ONE interior space and comfort are given high priority. According to ideal car survey data, 86% of ideal one users are more than two generations of home users, and 88% of home users are families of three or more. In other words, the number of people traveling is likely to be 5-6 people.
So the ideal one in the car design, the use of a large six-seat design, this design layout so that the first and second rows can enjoy a very comfortable space, the third row of children can also rest assured, can put down the 28-inch trunk trunk, leaving enough safe space for the third row, and do not have to worry about rear-end collision, while the 2021 ideal one continues to increase the space in the car, so that the space in the third row increased by 41mm, children can have a larger "small world". This is also why, after the ideal one, more and more models began to promote the large six-seat design.
Not only is the space comfortable enough, in the seat, the ideal one also has enough money, the ideal one front two rows of electric seats and are equipped with seat heating, electric waist rest and waist massage, in the 1 million medium and large SUV, the ideal is unique.
Four-screen linkage, full vehicle interaction. Smart, not less at all
In the ideal, once the decision involving user value is made, it is not allowed to be compromised.
When designing the ideal ONE, the first four-screen linkage, the four screens in the car use Linux and Android Automotive two sets of systems, the hardware also uses two different computing chips, to achieve four-screen linkage, in 2018, the difficulty coefficient is very large, which involves the compatibility coupling problem is very complex.
But this is not the most fatal, the most terrible is the whole car voice, that is, the four seats in the front two rows of the car four-tone area recognition, so that the occupants of the corresponding sound area can achieve point-to-point control of air conditioning, seats, windows and so on through voice. This design scheme has not been done by anyone before, compared to the dual tone area recognition, the system increases the takeoff amount is not as simple as multiplying by two, and it has increased by more than one order of magnitude.
The first of the two spelling power made the design team of Ideal One extremely worried, I don't know what they went through, only that Ideal is the first car manufacturer to mass-produce voice capabilities in four districts, and it is still the only one.
And the ideal one of the human-machine dialogue is warm, do not have to actively wake up the ideal classmate again and again, a wake-up, can be a continuous dialogue within 30 seconds, and can even support cross-tone dialogue, such as the front row to open the seat heating, the back row to say "I also want."
Write at the end:
Ideal Car has been breaking the convention, breaking our inertia thinking, Ideal Car has not been building a car for investors, but always based on a specific market segment. For buying a car, perhaps consumers do not know more about themselves than the ideal car, which is why the ideal one can continue to sell higher. In recent years, independent brands have exhausted a variety of postures to break through upwards, and there have also been phenomenon-level models, but most of them are short-lived. In the final analysis, perhaps the independent brands are used to targeting a joint venture competitor model to chase, forgetting to think carefully about what the user groups they pay attention to need are what they need.
The ideal one to become a hit does not mean that the independent brand has achieved curve overtaking in new energy, but the enlightenment it brings to the industry is enough to make people think for a while.