Yesterday the ideal L9 brushed a wave of hot searches, which should be said or not, very strong and fierce.
Although the positioning of this car at 450,000-500,000 looks a bit high, but in fact, in 2022 today, the core products of the new forces have sold to more than 400,000 is not a difficult thing to understand, after all, the high price of ES8 has been sold for many years, and the market indirectly recognizes this high-end goods.
Although the sales volume of ES8 is not very good, but the root cause is that there is a problem in the essence of the product, even if consumers accept Li Bin's brand culture construction strategy, but the 400km, 500km endurance performance really affects the quality of life of the car.
The endurance of the entry-level model 450km can only run more than 300km, in essence, the product is problematic, although the power service system network is relatively sound, but the paid service is very down.
I believe that consumers value products more than services, and Lexus sells well by no means the "kneeling service" proposed by Akio Toyoda, it is just the icing on the cake based on quality.
The ideal L9 essentially takes the extended range route, so there is no anxiety about endurance, so it has an endurance of more than 800km easily, and there is no shortage of pure electric vehicles in the basic car quality.
Moreover, the ideal L9 has achieved the limit in intelligent technology, and continues to deepen on the basis of the ideal ONE, not only to do the best sense of intelligent experience in the front row, but also to take care of the rear passenger experience, and as a large size SUV, the space continues to be USED.
Li wants to put the ideal L9 car in a relatively high position, the purpose is actually obviously to grab the market share of ES8, I firmly believe that this segment is not large, a market segment can definitely only leave one product.
Rational analysis, in essence, the ES8 with problematic endurance is unable to fight the L9.
The first reason is that as a basic travel tool, the endurance is still a key product force, and the electric vehicle with a theoretical endurance of 450km and the two cars that can actually run 800km endurance have completely different market recognition.
The second reason is that the ideal L9 is not an over-selling service, its position is to fight for product strength, so the design, sense of technology, comfort, fuel consumption and new energy number plate do not fall.
Of course, in essence, L9 and ES8 are high premium products pushed out by capital, but the market is in demand for this product, the high-end market is never short of rational high-budget consumers, driven by the advantage of new energy number plates, the 500,000 market has few strong new energy players.
In the past, the ES8 sold quite well because there is only one car in this range, and the market pattern after the emergence of the ideal L9 will be completely different, the two cars will be mediated back and forth in the list of potential consumers, L9 and ES8 can only choose one, I think most people will choose the former.
After all, there is no mileage anxiety problem, and the sense of technology and design is more sufficient.