First, in the three giants of the new forces, it is ideal to achieve the freedom of sales of SUVs
Once upon a time, the middle class liked to use "XX freedom" such as "cherry freedom" and "snail powder freedom" to indicate that their family was full. In the past, this year's ideal car can be said to have achieved "sales freedom", and the sales potential is full of momentum.
According to the sales data released on December 12 this year, the ideal car's boss Xiaohuadan ideal ONE in November sales reached 13485 units, January-November cumulative sales reached 76404 units, a year-on-year growth rate of 188%, whether it is the monthly sales or cumulative sales ranking, ideal ONE are in the new energy SUV sales TOP3, but it is more than 300,000 units of SUV sales list, but also in the Chinese brand car manufacturing forces are ranked first, It is more than twice that of the future ES6 (cumulative sales of 36,535 units in the same period) and Xiaopeng G3 (cumulative sales of 26,210 units in the same period).
Looking at the data alone is blunt, but the interpretation of the meaning behind this data can be dug deeper.
The big man in the automotive circle once said that in the future, Chinese car brands will face a comprehensive reshuffle, traditional car companies will have three giants, and the new car-making forces will eventually form a situation where the three major brands are standing.
China's new energy vehicle production and sales of more than 1 million is the world's largest new energy consumption market, the current brand is numerous, Weilai, Xiaopeng, ideal, Weima, Nezha, etc., but it is undeniable that the new energy segment track, began to have the previous independent cars, independent SUVs have appeared in the market development situation, that is, from a hundred to the market concentration is getting higher and higher, many non-mainstream brands, soy sauce models began to fall behind, and even have disappeared. For example, it is said that it spent 100 million yuan to invite many top streams to the booth, Jason Statham to endorse the Sailin car and so on.
In the new energy segment, the trend of 4 products (electrification, intelligence, automatic driving, and sharing) is more obvious, and it is also doomed to a higher threshold for car manufacturing. This "capital-intensive", "technology-intensive" and "labor-intensive" industry is destined to be played by only a few players.
The ideal car, which has been attacked later, seems to have gained a foothold, leading the first echelon and beginning to fly freely on the road to record sales.
Second, a thorough look, deep pickpocketing the ideal product force
Can be priced with more than 300,000 yuan of products, to achieve multiple consecutive monthly sales of more than 10,000, in the medium and large SUV even pressed the sales of traditional energy such as Highlander to fight, the ideal ONE is not only the sales champion of China's own brand SUVs, but also can be said to represent the Chinese brand in the high-end market to achieve a breakthrough.
Of course, the ideal ONE can achieve such results, and its product competitiveness is naturally indispensable. If Ideal ONE is the founder of Ideal Car, once the founder of Autohome, Mr. Li Xiang's poisonous market vision, I think this is more directly related to Ideal Car's unique car-making concept and all-round leading car-making technology.
1) Select the entry point for new energy vehicles and select the range increase
Mr. Rao Da, the founder of the deceased China Passenger Car Association, discussed China's new energy development path: Why does China's new energy policy directly bypass hybrid power and directly launch pure electric?
Rao Lao said that China's automobile industry started late, if the step-by-step fuel vehicle - hybrid - new energy / electric route development, although from the technical level is relatively stable, but the mastery of hybrid patents, engine transmissions and other power systems such as foreign capital is completely dominant, there is still not much benefit to the development of China's auto industry. Therefore, one step directly to HEV/PHEV, Chinese brands and foreign brands in the battery, motor, electronic control of the three electric system are on the same running line, and even conditional corner overtaking.
After many years, Chinese auto people have also increased their new energy, and the products are constantly updated and iterated. Relying on the electric vehicle market cultivated by the previous national new energy policy subsidies, the mainstream products in the market have been gradually increased from the initial 200 km comprehensive endurance to 350 km, 500 km or even higher, which has greatly improved the convenience of customer cars.
Even so, in the case of incomplete supporting facilities such as charging piles, the mileage anxiety caused by pure electric has not been effectively alleviated.
As the ideal of the founder of the former Autohome, he naturally understands Chinese consumers better. In order to cope with the mileage anxiety of new energy products and the imperfection of charging facilities, the ideal car can take the extended range route in a down-to-earth manner, even if the ideal ONE is listed later than Weilai and Xiaopeng, but it can seize the pain points of customers and respond to customer needs quickly, and its sales potential is far greater than that of other new car-making forces.
And the 2021 ideal ONE has upgraded this range extender system, which can meet the needs of driving this 5-meter-long car for 188 kilometers in pure electric mode, and the daily commute in the urban area is completely easy to cope with. The newly upgraded fuel tank is expanded to 55L, matching the smaller three-in-one drive system, making fuel consumption lower and longer battery life. According to the data released by the Ministry of Industry and Information Technology, the fuel consumption of the ideal ONE's NEDC heat engine is only 6.05L per 100 kilometers, making this automatic 2.3-ton large SUV with a length of more than 5 meters and a traditional car fuel consumption similar. In terms of endurance, it is a staggering 1080 km (NEDC comprehensive endurance).
This reminds me of the pure electric vehicle of the ideal car before to go to the activity of Mount Everest, when the vehicle ran out of power, and the rescue car was needed to charge it halfway. The extender does not have such a problem, to meet the Chinese consumers' dream of fighting the sword to the end of the world.
2) Not just big, I know Chinese consumers better
If ideal ONE chooses to take the extender technology route to solve the basic problem of car use of Chinese new energy consumers' mileage anxiety, then the following details can be seen that ideal cars have in-depth research skills on Chinese consumers.
The ideal ONE is different from other model profile settings in that the standard is the top of the top, and the purchase is the design concept of enjoyment.
In terms of technology configuration, the 2021 Ideal ONE is a well-known leading dialogue intelligent platform company in the United Nations, and Spichi upgraded the AI system of ideal ONE, which made Xiaobian directly feel that it was smarter and more humane.
Unlike other models or intelligent interaction systems, in the face of no logic, discontinuity, and in-car voice clutter, the ideal AI system can accurately identify effective instructions and no longer give people the feeling of being blunt about the machine. This is more intimate for all the family members, especially for the small pot friends who cannot accurately express themselves or for the elderly who are not very adapted to high-tech things, they can fully enjoy the convenience brought by artificial intelligence.
In addition, many consumers initially choose a 6-seater car is a cheaper tax rate and cross-bridge cost than a 7-seater car, and the ideal ONE certainly has this consideration, but the ideal ONE exceeds people's expectations for a 6-seater car.
Xiaobian has a Japanese 7-seater SUV at home, but the third row is basically a pile of debris, or a pet seat. It is not that the third row is used less, mainly because the space and riding comfort of the third row are really difficult to compliment. The ideal ONE's 5030mm long body provides a wider and more suitable riding space for all employees.
Not only that, but the ideal ONE of the 21 models has a comprehensive upgrade to ride comfort. For example, the second row adds electric seats to the waist, massage, etc., and re-adjusts the softness and hardness of the sponge, each of which is the main seat. In addition, ideal ONE for the needs of Chinese multi-child families, the second row, the third row are set to reserve THEOFIX child seat interface, and can be used at any time on the home screen when the vehicle is driving to monitor and remind whether the child seat is fastened, the details of the care, people sigh.
3) Closer to the LV3 level of driver assistance system, half a position ahead of the opponent
Speaking of driving assistance systems, whether it is the ideal of the new car-making force Iron Triangle, Weilai, Xiaopeng, or traditional car companies, they all regard it as a selling point. However, due to the limitations of current technology, cost and regulations, the mainstream driver assistance systems in the current market are mostly in the LV2 level of driver assistance systems, which means that the function of "assist" shares the driving intensity of the driver and improves the convenience.
However, the 2021 Ideal ONE has just pushed and upgraded the OTA 3.0 version, which makes me see the technical confidence of the Ideal Car to try to get closer to LV3 level automatic driving, and it is also a surprise.
In closed road conditions covered by high-precision maps, the ideal ONE's ideal AD intelligent driver assistance system can accurately identify more road signs, guide drivers and even automatically adjust the driving status of vehicles.
According to xiaobian's test drive, the ideal ONE can accurately identify a variety of complex road conditions, such as cone barrels, triangle cards, ramps, double solid lines, dotted solid lines, real dotted lines, vehicle congestion, lane switching, etc., and can carry out virtual reality and visual reminders of the environment and road information. Under the NOA function of the ideal AD intelligent driving assistance system, the vehicle can complete the actions of autonomous lane change overtaking, entry and exit ramp and highway switching according to the set navigation route, which is not available in other models of the same level, it can be said that the ideal in terms of driving assistance has been half a position ahead of competitors.
It is expected that Ideal will continue to upgrade the Ideal AD Intelligent Driver Assistance System through OTA, and I don't know how many surprises Ideal will be able to give us at that time.
All in all, to better understand the ideal of Chinese consumption, in order to please users, it can be described as painstaking. Therefore, the result of consumers voting with their feet is naturally the report card that has continued to sell more than 10,000 yuan for a long time and has firmly ranked first in various market segments.