When it comes to the head enterprises of the new car-making forces, people often use "Wei Xiaoli" to call it, which is actually corresponding to the brand appeal of the three major new car-making forces before. After all, NIO delivered the first models as early as 2018, and Ideal Auto did not officially deliver the first models until the end of 2019. Judging from the sales volume and word of mouth at that time, the ranking of "Wei Xiaoli" can be said to have no problem. #中大型冠军理想ONE #
However, today, the title of "Wei Xiaoli" may have to be changed. Because from the current sales and word of mouth, the market pattern of "Wei Xiaoli" has undergone a significant change, and the ideal ONE, which was delivered at the latest, has gradually become the "bellwether" of these three car companies. Taking February this year as an example, the ideal ONE won the crown of medium and large SUV sales with a risk volume of 8370 units, and it was not the first time it sat in this position, and relying on this car, it completed the surpassing of the entire brand of Xiaopeng and Weilai in the same month, and won the first sales volume of the new force to become the "double champion". So the question is, why is the ideal ONE so popular?
In the author's opinion, the first must be the product force, after all, the brand power is strong, and it is the product that ultimately determines the consumer's money. The product advantage of the ideal ONE is to completely completely transform the advantages of "extended range power", in the case of full oil and full power, the ideal ONE's NEDC endurance can reach 1080km, which is currently impossible for most pure electric models. Coupled with the advantages of "oil and electricity", it means that the ideal ONE city use and long-distance travel can be satisfied, and the supply can be very fast, which is also impossible to give by pure electric models.
Of course, the extender power for the long-term development of the brand, the author believes that it is still not appropriate, especially in the context of today's high oil prices, the need for range extender power to burn oil characteristics, may also become its development constraints. So now the ideal car is also making a transformation, has successfully tested the high-voltage fast charging technology, and developed two car platforms, Whale and Shark, laying the foundation for the future brand development.
Having said that, the ideal ONE can sell well, and the ideal car has a considerable relationship with the long-term and continuous investment in high research and development expenses. According to public information, last year's ideal car invested 653.4 million yuan in research and development in the second quarter, 888.5 million yuan in the third quarter, and 1.23 billion yuan in the fourth quarter, and it is this growing investment in research and development funds that has created the advantages of ideal ONE in technology and quality.
For example, the OTA 3.0 upgrade carried out at the end of last year helped the current Ideal ONE have advanced functions such as NOA navigation assisted driving and visual parking, and ideal car has become the third brand in the world that can achieve full-stack self-research after Tesla and Xiaopeng.
Good product is only one aspect, let others know that its good is the indispensable measure for hot sales, so the ideal car has also made a lot of efforts in the construction of after-sales service. As of February 28, 2022, Ideal Auto has reached 220 retail centers across the country, covering 105 cities. The number of after-sales maintenance centers and authorized sheet metal spray centers, ideal cars also reached 279, covering 204 cities. For a new power car company that has only been delivering for more than 2 years, such a construction speed is fast.
Summary: Looking at the domestic SUV can sell more than 10,000 cars at a price of more than 300,000 per month, at present, only the ideal ONE has been achieved, even in February, when the market is not good, it is also nearly 10,000 sales. And with the arrival of the ideal second new car ideal L9, if the ideal can also be like the ideal ONE to find the correct positioning, give the right pricing and full of configuration sincerity, maybe it can also create the next sales miracle, for the domestic to save more lost high-end market share.