The new forces of domestic car manufacturing are a rather "chic" circle, and the people inside are all very talented and speak well.
There is a month when you can't sell 20,000 vehicles but want to support a power exchange network, there are those who obviously sell more than 200,000 but vigorously promote scissor doors, and those who are obviously the sons of traditional manufacturers but insist that they are new forces.
Ideal Car is also one of the best, and founder Li Xiang is even more responsible for topic traffic.
It has been ranked among the top manufacturers of new forces in car manufacturing for many years, but after its establishment, only one car has hit the world.
However, in the past 2022, it launched 3 consecutive cars in less than a year.
What's more, it even uses the "nesting doll" skills of some joint venture cars.
01
Is it really good to have more children?
From an objective point of view, the ideal car can use the ideal ONE car to enter the first-line camp, and at the same time "milk" the controversial extended-range electric system, which is indeed worthy of praise.
However, relying on a car to fight the world is not a long-term solution after all.
As a result, Li Auto now has three main models on sale: L7, L8 and L9.
In fact, there are not many, the average price of NIO next door is 400,000, and the models on sale have reached 7.
The problem is that the ideal three cars are too similar, not only the appearance is highly similar, but even the model naming is carved out of a mold.
The ideal L9 has only one Max, the ideal L7, L8 have Air, Pro, Max three cars, at first glance, the ideal car and Apple mobile phone seem to have some indescribable relationship.
In addition, the three main models of Li Auto are also quite subtle in terms of pricing.
The first to be listed is the ideal L9, priced at 459,800 yuan.
Then the large-scale delivery began to be L8, priced at 33.98-399,800 yuan.
Finally, there is the L7, priced at 31.98-379,800 yuan.
Recently, Li Auto added an Air model to L7 and L8, and the price was reduced by another 20,000.
Consumers are a little confused: is this a gradual price reduction?
The biggest difference between L7 and L8 is actually the selling price!
Also, one of them is a 5-seater and one is a 6-seater.
The ideal L7 and L8 6 cars, placed in other brands, may only dare to make one.
Ideal Yigao is bold, and can use the size of the space in the car to distinguish different series, and it can be said that it accurately hit the Chinese heart of everyone who wants to buy a house.
That's the ideal strategy!
This is an ancient practice of having more children and fighting, the configuration, power, and endurance are similar, as long as different stories are told, who can sell whose ability.
Regardless of the effect, it at least changes the dilemma of the ideal car relying on only one car.
So, how to distinguish these models of unlimited matryoshka dolls?
02
Ideal L7, is the knife technique accurate or not?
In view of the fact that the ideal L7 and L8 models are named exactly the same, we will take the ideal L7 as an example to briefly analyze a question: If you want to buy the ideal L7, how to choose?
The ideal L7 has three configuration models: Air, Pro, and Max, and their prices are as follows, Air is 20,000 cheaper than Pro, and Pro is 40,000 cheaper than Max.
The design of the three cars is also simple and crude, they are equipped with the same power system, suspension settings, driving assistance functions, interior configuration, and even the seat functions are exactly the same.
The main difference between Pro and Max is: Max is equipped with dual Qualcomm Snapdragon 8155 chips and dual NVIDIA Qrin-X assisted driving chips, while Pro is only a single chip.
In addition, the Max offers a 15.7-inch LCD screen in the rear, which the Pro does not.
In other words, Max is based on the Pro to greatly improve the entertainment function, more suitable for those family users who like to be happy in the car as a family.
Looking at the Air version, it has been reduced on the basis of Pro, replacing the battery of the Ningde era with the battery of Hive Energy, canceling the suspension height adjustment and air suspension functions, and the texture is not so strong when opened.
The subtext of this design is, you don't care about the driving texture, right? Well, 20,000 cheaper to sell you! You like to turn your car into a home theater, right? Well, 40,000 more is given to you; Want a 6-seater version? Then you can go and see the L8.
This knife technique is still very accurate, and the three cars have their own characteristics.
The only question is, how many users are willing to add 40,000 in exchange for sitting in the back and brushing the TV series function?
03
"Matryoshka addiction", what is the ideal car calculating?
As a result, Li Auto set a precedent for domestic cars: it was the first domestic manufacturer to introduce Volkswagen's matryoshka doll technology on a large scale.
How capable is Volkswagen Matryoshka doll?
The kind of dense horizontal chrome strip composed of the middle net, many people in elementary school when the public is in use, until college graduation is still in use, Volkswagen CC slightly adjusted the chrome strip, it became the "most beautiful Volkswagen".
The same reason is also Toyota, Honda and other joint venture manufacturers who are good at playing the two-car strategy, with Corolla also to get a twin Leiling, with the Fit, Life can not be absent, the same car, a feng, Guangfeng will also have a high probability.
So, why should Ideal Car follow the example of Volkswagen and Honda?
In fact, there is nothing mysterious about this, it does need more models.
An ideal car store, if only one car, gives the intuitive impression that the choice is poor, consumers will subconsciously feel that this car company is not good.
In addition, the ideal L7 and L8 model settings also cure the difficulty of choosing a considerable number of people, the basic configuration of each model is basically the same, and then use the difference in details to meet different user needs, users no longer need to look at the dense configuration table.
To change the thin product lineup in a short period of time, this is the lowest cost and fastest method.
A new car, even if it is just a redesign of the exterior, takes a lot of time, now well, even the money and time of designing the exterior can be saved.
This can indeed work in the short term, in fact, the difference between the ideal L8 and L9 is not very big, the main difference is in the body size and interior space.
However, in December last year, these two cars each won more than 10,000 sales, making Li Auto the first new force to sell more than 20,000 a month.
But it should be noted that this method also has a clear consequence, that is, it causes aesthetic fatigue.
The price of the ideal L9 is as high as 459,800 yuan, which is obviously two grades with L7 and L8, but there is no difference between them in appearance and interior, which will obviously reduce the recognition of the model.
However, Li Xiang is also trying to avoid this problem, not long ago Li Xiang said on Weibo that the future will launch mid-level L5 and L6, the price will be further reduced to the range of 200,000-300,000, will not be limited to SUV models.
In this way, there will be no more matryoshka dolls, right?
Conclusion
The small scale of sales is a common problem of new automakers. The ideal car temporarily enriched the product lineup through matryoshka dolls, but this approach can only save the moment, not a long-term solution. Apple mobile phones can survive in the way of matryoshka dolls, but no one in domestic cars has that brand influence.