Not long ago, Automotive Intelligence New Media published an article on the March sales inventory of the ideal ONE. The article mentioned that the ideal ONE once again achieved a year-on-year growth of 125.2% in March. After the release, it immediately attracted the attention of many netizens. In the comments section, we also saw a lot of different "sounds". Among them, many netizens are curious: they all say that the technology of the extender is not advanced, and the ideal car itself is a "rookie" of the car market, coupled with its high-end positioning of more than 300,000 yuan, how can it be so hot?
In this article, the author also briefly analyzed the advantages of the ideal car in terms of marketing. Of course, as the saying goes, marketing is the sail and the product is the boat. If the ship itself is not good enough, even the best sails are doomed to go far. Therefore, today we will talk from the product level, why is the ideal ONE, which is not low in price, become a "hot product"?
First of all, I first throw out the conclusion, no one is perfect, the car is not finished, and the best car will have a "short board" in the product. And the ideal ONE, of course, can not escape this law. But although it is not perfect, it is still a hot seller, and the "answer" can actually refer to the Japanese car of that year.
Why do you say that, then let's talk about the situation of Japanese cars in China, take Toyota as an example. Once upon a time, when Chinese brands had not yet risen, people bought cars and preferred Japanese cars, especially Toyota cars. Why? Is a Toyota perfect? Of course not, from an objective point of view, Toyota also has its shortcomings, such as the Japanese car recognized as thin paint, slow speed, poor sound insulation and other issues.
So why are people still willing to choose Toyota? From Corolla to Highlander, supply outstrips demand. The answer is four words: the middle way, which is also a major feature of Toyota at that time. The so-called middle way, in fact, as the name suggests, is to achieve "no merit and no fault" as much as possible in all aspects. Space, fuel consumption, durability, maintenance economy, retention rate, configuration, etc., if you want to ask the Japanese car in which aspect is very very good, I am afraid I really can't say anything, but you have to ask its hard injury, sorry, at least in the year it really did not. Therefore, such a product is good for most consumers. It's not perfect enough, but the overall performance is balanced enough. Enough to use the demand.
In fact, if you think so, how can the success of the ideal ONE be a similar truth today? The times are different, with the rapid development of China's automobile industry and the changes in people's demand for cars, today's consumers no longer hold the old concept of buying a car, if you use "giving up the light and seeking the heavy" to describe the previous consumption concept, then now everyone's needs are "fish and bear paws at the same time". In the case of ensuring excellent product quality, it is necessary to be more comprehensive.
Therefore, the more comprehensive the performance of the car, the more people will be loved. Just like the ideal ONE, as a 300,000-level new energy SUV, it does not hastily follow the trend to catch up with the "pure electric wave". Instead, after research, it was decided to take the road of the extended range electric mode, which can ensure that the user has unlimited purchases and unlimited numbers, and at the same time dispels the user's battery life anxiety. This is the ingenuity of the ideal ONE positioning.
With the unique advantages of product characteristics, Ideal Auto has targeted the mid-to-high-end 300,000-quality home SUV with product positioning. And this segment, before the ideal ONE, can be said to be unprecedented. Looking at the 300,000-class SUV market at that time, in addition to luxury brand models such as BMW X3 and Mercedes-Benz GLC, there were few pure electric models, not to mention range-extended models.
Compared with the BMW X3, Mercedes-Benz GLC and other "born into the giants" of the competition, the ideal ONE first won in the seat layout, in today's multi-population family background, 5-seater cars are suitable for fewer and fewer families, and pseudo-7-seatER SUVs are completely impractical. In contrast, the ideal ONE's unique six-seat design solves this pain point very well. Its 5030/1960/1760mm length, width and height, coupled with a 2935mm wheelbase, easily meet the space needs of most families.
Not only that, in order to further cater to the needs of the new generation of consumers, ideal ONE has also achieved a good level of configuration and intelligence. 300,000 models, there are four-wheel drive, front and rear suspension, full vehicle multi-airbag, parallel assist, lane departure, lane keeping, road traffic identification, active braking, 360 panoramic image, automatic parking, soft and hard adjustment suspension and many other high-end configurations. In addition, it is also equipped with configurations such as remote start, steering wheel heating, mobile phone wireless charging, seat ventilation heating massage, rear electric adjustment and other configurations that highlight the quality of grade improvement. Looking at this price point, there are not many people who can do this level. Of course, in terms of intelligence, 5G car networking, OTA and other advanced products with the same frequency as the times are naturally not absent. For many car buyers, it already belongs to the "ceiling" level.
Conclusion: Through these, it is not difficult to see that on the space ideal ONE may not be the largest; on the endurance, the ideal ONE may not be the farthest to run; on the brand, the ideal ONE may not be the most background. In many ways, the ideal ONE may not have achieved the so-called "industry's best". But, as I described it, it was really very balanced. It only takes more than 300,000 yuan, and you can buy the upstream level of the same level in all directions. Seeing this, perhaps you can understand why the ideal ONE can become a "blockbuster".