The second pulse of Li Auto's appointment and supervision was opened up by Li Xiang

With price, sales, profits, and reputation, it only took five years for Li Auto to transform into a "four-have" brand from being questioned.

Nowadays, Li Xiang has opened up the second pulse of Rendu Ideal Automobile, which is becoming the biggest winner of new energy high-end car brands.

1. Li Auto became the biggest winner

The numbers don't lie, and Li Auto takes the lead in the high-end new energy track.

In the past November, the ideal delivery volume hit a record high again, reaching 41,030 vehicles, a year-on-year increase of 172.9%.

According to the list of the top 10 new energy manufacturers in terms of sales of the Passenger Association, the ideal cumulative delivery of 325677 vehicles in the first 11 months of this year, a year-on-year increase of 190.7%.

In terms of year-on-year growth, Ideal is far ahead, and the other nine car companies are up to less than 100%. BYD 52.6%, Tesla 32.7%, far from ideal.

Sales have exceeded 40,000 units for two consecutive months, and the ideal has been infinitely close to the level of BBA. You must know that the average price of the ideal model exceeds 350,000 yuan, which is a rare sales performance.

In this regard, Li Xiang was obviously not satisfied, and he said with some Versailles: "With the increase in market demand, we will continue to challenge the target of delivering 50,000 vehicles in December." ”

More importantly, the continuous surge in sales of Li Auto is not a desperate effort under the price war on the new energy track.

As of the third quarter of this year, Ideal has achieved profitability for four consecutive quarters, and the gross profit margin has reached 22%, far exceeding Tesla's 17.9%.

2. It took five years to go all the way

As the first car company in the industry to carry the banner of range extender technology, Ideal has always been in the eye of public opinion because it has been "backward".

In the eyes of the outside world, the extended-range hybrid is simply a technical route of "taking off your pants and farting", and the ideal is questioned by the market. But Li Xiang, who is strong in his heart, is unmoved, even if he swears back, he must adhere to this technical line.

As a result, the ideal ONE, which was launched in October 2018, became an instant hit, and the L series, which was ridiculed as a nesting doll, made great progress.

Ideal has gone all the way in the past five years, and has smashed all kinds of doubts with extremely brilliant achievements.

In addition to the advantages of both fuel vehicles and new energy vehicles, Li Xiang, as the best product manager in China, insists on making the ideal corporate strategy firmly on the side of "consumers", which is also the key.

What consumers need, the ideal provides, rather than talking about what technology, etc. For example, at the Ideal L7 press conference, Ideal rarely mentioned hard indicators such as vehicle performance and parameters, but more publicized large spaces, massage seats, in-car theaters, etc.

In the field of medium and large SUVs of new energy, Ideal has the right to define products and occupies the commanding heights of the market.

3. Li wants to open up the second pulse of the ideal governor

Even in the face of competition from range extender followers such as Huawei Wenjie, Ideal is still getting braver in terms of sales.

To have a price, to have sales, to have profits, to have a reputation, to have a good reputation, ideal car is in the highlight moment.

On the track of high-end new energy vehicles, all players, including BBA, can no longer ignore or dare to ignore Li Auto.

Obviously, with a keen strategic vision, accurate product definition, efficient terminal execution, a wolf-like company tonality, and a reasonable organizational structure, Li Xiang has opened up the second pulse of Li Auto.

Of course, the victory of the extended-range is only the prelude to the ideal playing, and the next step is to exert force in the field of pure electricity, and the ideal of walking on two legs must start playing a piece of music by Huang Zhong Dalu.

Li Xiang has long understood that "range extender is the best solution in the next 5 years", "before the fast charging technology matures, the ideal will not launch pure electric models".

Now that the time is ripe, the 800V platform has almost become the standard configuration of pure electric vehicles above 200,000 yuan.

After enjoying the dividends of range extender technology, when the time is ripe for pure electric vehicles, Ideal launched the first model under the pure electric architecture - Ideal MEGA.

For the Ideal MEGA, the first model under the Ideal electric architecture, Li Xiang set the Flag of "becoming the No. 1 sales volume of all passenger cars with more than 500,000 units, regardless of energy form or body form".

In addition, next year, Li will also launch three pure electric vehicles - M9, M8 and M7, as well as a new extended-range hybrid car L6. Next year, the ideal target is 800,000 units.

Last year, BMW, Mercedes-Benz and Audi sold 792,000 units, 752,000 units and 636,000 units, respectively. If the ideal reaches 800,000 units next year, there is a high probability that BBA can be picked off the horse and become the No. 1 luxury brand in domestic sales.