Pay attention to and often read the tram lab punch card to think about new energy insights
The ideal ONE sells better and better, which is really a phenomenon-level existence.
Author: Small electricity
Today is the Lantern Festival on the fifteenth day of the first lunar month, the first full moon night of the year, and it is also the day when Chinese families get together to eat tangyuan.
There was once a very hot topic on Zhihu, similar to the discussion of "what kind of family is a Chinese family", netizens have been talking about it, and I think a comment that is relatively worthy of praise is written like this:
"If we refine the questions in the topic to focus on 'what Chinese families need in the new era' to get a peek, on a large scale, they need three key words - equality, harmony, and personality development."
Chinese families in the new era have a better knowledge education background, a better growth environment, and a broader insight or hobby. This means that each role in the family has its own color, Chinese men in the new era love the family more, Chinese women in the new era are more independent and more educational, and children in the new era are more fond of sharing and interaction.
This is the beginning of this article, and it is also the author's feeling after experiencing the full functionality of the ideal ONE at a depth of 1000 km during the Spring Festival:
The ideal ONE hits the overall hard demand of Chinese families in the new era.
01
Delivered more than 10,000 for three consecutive months
The cumulative delivery volume reached 136,356 units
Set a new delivery record of more than 300,000 Chinese brand luxury models
When evaluating the ideal car, many people will describe Li Xiang's phased product initiatives as "flattering", but when consumers vote with their feet, they give the outside world full confidence.
When human beings criticize the outside world, one word that always comes to mind is the "motive" of the other party, and in the matter of car building, the above-mentioned Li Xiang, Geely Li Shufu, BYD's Wang Chuanfu, etc. or many others have the purpose of profit, but "making a good car, selling a good car, building a good car Chinese willing to buy a good car or even selling it to the world" is also the most basic logical motivation.
This is also the origin of some ideal ONE car owners in interviews about "the most angry things". As a temperamental person, Li wants to vent his anger publicly on Weibo several times, and more often it seems to be to prove the importance that the ideal attaches to the owner of the car, and the original intention of them to build the car.
It's hot, and it's a single model that continues to sell hot – which proves that as long as the product is "good" enough, the market will definitely give positive feedback.
02
My Spring Festival story: ten fellow villagers watching, three placing orders
Every year during various long holidays, I will drive various test cars back to my hometown in Meizhou, Guangdong, and every time many neighbors and friends who return to my hometown from other places come to watch what car I have driven back. And this time the ideal ONE as an Internet celebrity model, of course, it is not surprising that it has been warmly welcomed.
Among the dozen or so onlookers/test drives, there were a few families that impressed me, and three of them said to me later that they had "placed an order.".
The first is the second dog who is arguing with his wife to change cars, dragging her wife out of the house to see our ideal of parking on the patio, saying that this car does not need to buy taxes, you can also refuel, how to be good Barabala and the like. His wife made a big fuss with him, saying"No car change, no car change", and then privately asked me how the car was. Perhaps the best thing about love is to laugh in the middle of a fight and hold each other at the crucial moment.
The second is Li Shao, who brought his son back to his hometown from Shenzhen, his original car was Odyssey, engaged in the film and television industry, he needed to often load equipment to drive long distances, and in his leisure time, he loved to take a family of people to drive by car. In the four or five hundred kilometers trip from Shenzhen back to Meizhou, Guangdong, Odyssey has accompanied him through the double hundred round-trip mileage, and now the change of car is completely planting ideals, he said that he has made an appointment to go to the store with his wife to place an order after the Spring Festival.
The third is more interesting, Xiao Ning of the production team next door, did not go out to work after graduation, and made some special intentions in the countryside and county seats. Because he could not try the ideal in the county town, he ordered a Highlander before the Spring Festival, and after hearing that I had opened the ideal back to the village, he came to borrow a car with me for half a day. And he finally decided to retire Highlander, and the reason for switching to the ideal was that "usually you can charge, go long distance to refuel, look good, don't want to be too old-fashioned like after 6070", and before he "just heard the rumors on the Internet".
I don't quite remember what the recommended percentage of the ideal ONE owner to buy a car is, but from my experience of returning to my hometown for ten days, for consumers who really have family needs to buy a car and are within the budget range, the ideal ONE is indeed a rare product worth recommending to the people around them. And after the real test drive, experience, and understanding, the conversion rate of the order is extremely high.
03
Do these 6 points, the ideal ONE thus becomes the "ideal car"
So for more than 10,000 newly born car owners every month, what is the ideal doing right? After talking to dozens of people in the community and folks, I came to six conclusions:
1) Simplify the complex and ideally cure the difficult disease of choice
Cut the seven-seater model, come standard with various configurations, and even the intelligent driver assistance function is free standard, in the ideal ONE study of the "Chinese family in the new era", "equality" allows each member of the family to have their own comfortable space. For the family men who use the car, taking care of everyone in the family is love, and choosing such a car without worries is also another kind of love for themselves.
2) Range extender power, can be salty or sweet
Short-distance power-up, long-distance refueling, many people evaluate the ideal ONE is the current model that is in line with the policy and in line with the actual car scene of most people. The pure electric mileage of nearly 200 kilometers, if there are charging conditions when returning home from work, two charges a week basically do not need to refuel in the city.
3) High degree of intelligence, second kills competitors of the same level
"Ideal classmate, navigate to Canton Tower", "Ideal classmate, open AC", after the OTA to the new version of the car, the ideal ONE's intelligent cockpit experience has completely surpassed the same level of competitors similar to highlanders. For most people, there is only one reason why they don't need such a smart car: he has not experienced a good car machine, and he has not yet opened the door to a new world.
4) Assisted driving function, free + continuous evolution
Before the Spring Festival, we opened the first phase of the intelligent assisted driving cross-evaluation with Tesla, Weilai and Ideal, and the ideal ONE also got a score of 70+. His more conservative lane change strategy and downgrade criteria are actually in line with the standard needs of home users. When Tesla and others are turning on the subscription assisted driving mode, the ideal ONE free method has allowed more than 60,000-70,000 car owners to experience the NOA function.
5) Internetization of pre-sales and after-sales service under the management of direct operation mode
Transparent price policy, offline orders and offline solutions, real-time feedback on progress - the best thing that new cars such as ideal ONE do in pre-sales and after-sales service is to implement the idea that young people want to "save worry and save trouble", which is also the most disturbing place for traditional car companies.
6) Car owner image
The ideal has always said that he wants to create a mobile home, a happy home. The core role of the family is that every member of the family is well taken care of by the "main bone". In fact, the ideal car owner is such a group of people: love life, love family, is also the benchmark representative of the "New Era Chinese Family" mentioned above. As long as the conditions permit, who does not want to give better care to their families, and they have a better image to form a positive cycle of themselves?
In fact, the owner of the car is the most valuable wealth of the new car builders represented by the ideal.
04
Write at the end
For a model that has been launched for three or four years (with a modification in the middle), the ideal ONE sells better and better, which is really a phenomenon-level existence.
But what we need to know is that due to the limitations of the ideal car on the research and development stage, hardware, architecture, cost and many other restrictions of its first model, this is already a product with more than 85 points, and the ideal X01 and the ideal follow-up new car developed in the case of relatively abundant funds, more talents, and the development of the industry are also accelerating, which is really full of imagination.
Today's topic
Ideal ONE or Highlander, which one do you choose?
Feel free to leave a message in the comment area
Scan the code to add the operation assistant and make notes
Join the Tram Lab AC group