With the release of the insurance volume data of new vehicles in February, the real level of each model was displayed. Among them, in the medium and large SUV segment, the ideal ONE won the top spot in this field with 8370 vehicles on the insurance data. And this is not the first time that the ideal ONE has won the title of medium and large SUV. And this dad car, which was once evaluated as "the worst solution used", can also be regarded as the realization of domestic car counterattack. But why is it so popular? #中大型冠军理想ONE #
When it comes to this problem, usually everyone will analyze it from the perspective of product force. In fact, the ideal ONE is mostly purchased by the young and middle-aged dads, these consumers are not stupid, willing to spend more than 300,000 yuan to start the ideal ONE, must be looking at some of its advantages. For example, co-oilable and electric no endurance anxiety, seat comfort, flexible space, comprehensive configuration, etc., I believe that there is always a point that attracts consumers.
Of course, these are also the basis for the ideal ONE to be able to sell well. However, in fact, what everyone needs to understand is that any product is not a good product power can sell well, brand, market, sales network, etc., are a very important part, then what about the performance of the ideal ONE?
Let's start with branding. Ideal, together with Weilai and Xiaopeng, is known as the top three new forces, and is regarded as the three most well-known brands in the new car-making forces. They are also among the new car-making forces, and there are few companies listed on both US and Hong Kong stocks. Therefore, even if there are still consumers who are not familiar with the ideal brand, the ideal is definitely more well-known than the latecomers such as Gaohe, Zhiji, and Jihu. At the same time, in fact, in the eyes of many consumers, the brands of Ideal, Weilai and Xiaopeng are already domestic luxury brands that can compete with BBA. Therefore, at the level of brand marketing, ideals also occupy a certain advantage.
Let's talk about the market. As we all know, the biggest opportunity in the current automobile market is new energy, so whether it is a traditional car brand or an energy company, an Internet company, or a technology leader, it is leaning in this direction. However, pure electric vehicles are still facing the problem of slow charging and discounted battery life, and the rise in the price of battery raw materials during this time has exacerbated the survival crisis of pure electric vehicles.
The ideal ONE is not affected by battery life discounts due to the use of extended range hybrids. Because of this, in the process of most car owners changing from the experience of using fuel vehicles without mileage anxiety to the experience of pure trams, the ideal ONE just provides a more reasonable option. Of course, the future is definitely still the world of pure trams, so in the long run, the ideal ONE is not suitable for the long-term development of the brand, so if the ideal car wants to continue to stand in the future, the development of pure trams is certainly crucial.
Finally, let's take a look at the sales network of ideal ONE. Different from the "dealer model" adopted by traditional car companies, the ideal car adopts the "direct operation model", that is, the way car companies directly open stores for sales. The biggest advantage of this model is that it can gain the trust of car owners, but the drawbacks are also obvious, and the cost is too large. By the end of February, Ideal Auto had opened 220 retail centers, 279 after-sales maintenance centers and authorized sheet metal spray centers across the country, covering 105 cities and 204 cities respectively. There may be a gap with the number of dealers of traditional car brands throughout the country, but for a new brand that has only been delivering for more than 2 years, the development speed is also relatively fast.
Therefore, from a comprehensive point of view, although the ideal ONE model is relatively single, the energy system is not suitable for brand development in the long run, but it is undeniable that the product strength it has, the influence of the ideal brand, and the high degree of fit of the range extender power on the current car environment are all important reasons for it to become the top of the medium and large SUV. But, as I said,
In the future, the ideal car wants to continue to lead the market, it is crucial to improve the richness of the model, and the ideal second model, the ideal L9, is also on the way; in addition, we can also find that the ideal car has a high-voltage pure electric platform under development, and one day we can also see the performance of the ideal car in the field of pure electricity.