No accident, the ideal ONE has once again become a "hit". Recently, ideal cars officially released the delivery data for March this year, and the ideal ONE delivered 11,034 bicycles last month. Breaking through the 10,000 results again, the ideal ONE achieved a year-on-year growth of 125.2%.
Looking back at the first quarter of the ideal car, the momentum is also quite strong. According to the data, the cumulative delivery volume of Ideal Car in the first quarter of 2022 reached 31,716 units, with an average monthly delivery of more than 10,000 vehicles. What is the concept for a mid-size SUV priced at more than $300,000? Let's take you for example, the Highlander, which was previously known as the "7-seat SUV overlord" at the same level, sold only 4969 vehicles in a single month in February. The average monthly delivery volume of the ideal ONE can even compete with luxury brand models such as Mercedes-Benz GRC and Audi Q5L.
The success of the ideal ONE has become an established fact. But perhaps everyone was once curious about a question. Ideal ONE as a car that is not optimistic about everyone, the "extender" at that time was also complained about the old technology and stole the concept. Why is it now quietly squeezed into the head, and even become a dark horse in the new energy vehicle market? In this regard, the author conducted research on the ideal ONE and even the ideal car, and finally found the answer.
First of all, from the ideal ONE clever product positioning. Looking at the more than 5 mid-size SUVs currently on the market, Highlander is already a relatively balanced product, right? However, due to the nature of its gasoline vehicles, the restricted traffic policies of some cities have removed them from consideration.
Other products have a variety of problems such as space utilization, high fuel consumption, and low level of intelligence. In contrast, although the ideal ONE uses a relatively backward range extender technology, it will solve the biggest pain points of potential users of this level of model, spend more than 300,000 yuan, you can buy a large six-seater, low fuel consumption, green card, high configuration, high intelligence of the bulkY SUV, but also save the purchase tax. For those friends with specific needs, the ideal ONE starts with a win in product positioning.
Secondly, it is the unique marketing model of the ideal car. This point has to be attributed to Li Xiang, the founder of Ideal Car. Li Xiang, who came from the automotive media, understands the advantages and disadvantages of his ideal ONE, and if it is promoted as a "car", its product weaknesses will be amplified by users. But on the contrary, if with the help of its clever positioning, the ideal ONE is built into a "daddy car", perhaps the problem will be solved. Therefore, the ideal marketing copy you can see is nothing more than a combination of family travel, pets, fishing, self-driving travel and other elements.
Because of this, the media delivery you can see is almost not vertical, on the contrary, UP owners such as digital technology, travel, pets, and babies and babies receive the most ads for the ideal car. This is where Li wants to be clever. Through the change of marketing means, the ideal ONE car has achieved the maximum precision of delivery.
Secondly, thanks to Li Xiang's deep understanding of automobile marketing, it has also had different innovations in its offline sales model. Compared with Tesla's "high cold", the sales of the ideal ONE are much more enthusiastic, not only occupying the C position in major shopping malls, but even taking the initiative to run to the residential area where the "target customer" is located to experience activities, I heard that the experience test drive also sends gifts, such a selling method, combined with its current rising sales, more and more good to sell is definitely a nail in the coffin.
Conclusion: Marketing is a double-edged sword for enterprises, and the same is true for car companies. If you don't play well, there are many people, and the consequences are obvious, such as Chery. But playing too fancy, although the short time will increase sales, but it is not a long-term solution. The current ideal ONE is like this, on the basis of the lack of hard-core product strength, only rely on "please" in exchange for sales, there will eventually be a day of decline. Whether the upcoming ideal L9 can break this embarrassing situation, we will wait and see.