Lee wants to test people's bottom lines.
Two or three days ago, Li wanted to say to the outside world that the cost of batteries rose sharply in the second quarter, some companies have begun to increase prices, and some companies that have not increased prices have not yet negotiated with suppliers, and the price will rise after talking.
Soon, the price of the ideal ONE increased, and the price of new cars rose from 338,000 to 349,800, and the price increase was close to 10,0002.
The reason for the price increase is the increase in battery costs that Li xiang said two days ago, because the purchase cost rises Ideal ONE price increase is forced behavior, after all, the supplier price has risen, and the price adjustment as a terminal seller is also reasonable.
The ideal ONE is equipped with a 40-degree electric battery pack, and the battery pack does need a higher procurement cost in terms of cost, and the larger capacity battery pack has indeed been affected by the fluctuation of the price increase, and the price increase seems to be an understandable thing.
But unlike other models, the ideal ONE is currently the only model priced at more than 300,000 yuan, because of the increase in the cost of batteries and the price increase.
In fact, at present, the price of more price-increasing models is not high, BYD, Euler, Great Wall and most of the new forces models are priced within 200,000, the pricing is not high, the profit margin is weak, the ability to resist risks is weak, and the price increase is a forced thing.
But the ideal ONE is completely different, it has a higher pricing and 40 degree battery pack is not strictly speaking, on the basis of higher profit margins, even if the battery price increases, the company will not be greatly affected.
According to last year's financial report, ideal Q4 on the basis of 30,000 car sales, completed 10.3 billion in revenue, net profit reached 295.5 million, that is to say, in the last quarter of last year, the net profit of a car was about 10,000 yuan.
Even Li Xiang himself said that in the case of a large amount of R&D investment and sales network expansion in Q4 last year, the ideal is still profitable, which shows the strong profitability of the ideal ONE bicycle.
In this year's battery price increase storm, the ideal ONE resolutely decided to increase the price by more than 10,000.
There are many reasons for the price increase of pure electric vehicles, more reasons are the decline in subsidies, followed by the rise in battery costs, the ideal ONE itself as a hybrid model does not exist subsidies, only 40 degrees battery packs will increase the price of more than 10,000, from the cost analysis can not be said.
The only understanding is that Li wants to test people's bottom line and see the maximum price that consumers can accept.
The purpose is very clear, that is, to earn more profits to ensure that enterprises enter the state of making money faster, after all, the current crisis of the new forces is still survival and profitability, if the price increase can still have excellent sales, then there may be higher prices in the future.
Indeed, the ideal ONE pinpointed the market pain points, but it is also clear that the price increase is more tentative, otherwise you can not explain the price of an electric vehicle priced at the 100,000 level in the face of subsidy decline, 60 degrees of battery pack costs soared but only increased the price of 8,000 yuan, why a 40 degree battery pack ideal ONE will increase the price of 10,000 2.
Human nature is a little tentative, you are willing to take more money to buy the ideal ONE, Li wants to sell you a more expensive car next time.