The ideal ONE has only done two years of sales to surpass Weilai, not that Li wants to do well, I think it just shows that Li Bin is not good enough.
The purpose of setting the product at a high level of 400,000 or even 500,000 is to let very few people experience their own products, and do not consider the development of products for the working class, which is destined to be much slower, so today's sales are crushed by the new forces later, which is also an expected thing.
According to the January sales data released by Weilai, the entire brand completed 9562 new car sales, although the year-on-year growth performance was better, but as one of the earliest new power brands in the world, the cumulative completion of 3 models of this achievement is not very good in the strict sense.
The oldest, there are many models, but the sales are not the best, the fundamental reason is that there is a problem with Weilai's strategy. Although WEILAI now has a market value of nearly $40 billion, it has not opened a direct gap compared with other new forces in the future.
In January, Ideal completed the sales of 12,268 new cars, and Ideal ONE completely outperformed Weilai in the new energy market with the status quo of the only new car and two years of historical precipitation.
The way we measure it is not just about sales, but also about the combined market influence, market love, time, disruption and optimism of the capital market.
Ideal ONE this car history is very short, and its pricing is close to 350,000, because of the precise positioning, clear pricing of the two advantages, so that this car in a very short period of time to complete the ES8 has not completed the sales, and from the perspective of capital analysis, ideal car currently has a market value of nearly 30 billion US dollars, 200 billion Hong Kong dollars, the capital vane is very obvious.
It must be understood that NIO's first car, the ES8, has a history of 5 years, while the history of the ideal ONE is only more than two years.
The ideal ONE is more like subverting the 300,000-level travel lifestyle, changing the consumption concept of many people, and the best object of the traditional budget of 300,000-350,000 is the Audi Q5L, Highlander and other traditional fuel vehicles.
There are not many new energy models to choose, the key is that the problem of mileage anxiety cannot be alleviated, resulting in this high-priced market can not have a good value embodiment, after all, for more people, more than 300,000 budgets If you can only choose an electric vehicle that can only run more than 300 and 400 kilometers, the product will inevitably be cold.
This problem is still plaguing Weilai, Li Bin's way is to lay a lot of replacement power stations, and engage in a large number of service investment, from the service point of view to solve the problem of anxiety.
After the emergence of the ideal ONE, the extender architecture alleviates the anxiety problem, a replenishment has a 1000km endurance, for the user does not care about what power, what architecture, for them, the ideal ONE's new energy number plate, pure electric endurance, comprehensive performance, comprehensive fuel consumption and a good sense of technology, comfort, are subverting the existing travel environment.
In a simple word, I didn't feel that anything was bad, but I felt that everywhere was good.
Li Bin's Weilai is bent on doing high-end, the price of ES8 does not drop, even if it is a circle smaller than the ideal ONE, the price of ES6 is also very high, although the product has mileage anxiety, but Li Bin has a series of services to alleviate anxiety.
But anxiety can only be alleviated, not eliminated, although all aspects can be covered, but it has not fundamentally created a completely different consumer market.
500,000 ES8 faces opponents, any one is not worse than it, for users, the meaning of choosing Weilai is pure like, the role of the owner is more like a spiritual shareholder.
In contrast, the existence of the ideal ONE is more suitable for many consumers, and the travel concept, consumption mode and reasonable price are within the acceptance of many people.
It is worth mentioning that after the second and third ideals appeared, the sales gap with Weilai may be more than this.