The comprehensive discount is up to 50,000 yuan, and Huawei's smart SUV asks the M9 to reduce the price!

Zhizhi Auto / Zhengqi

The M9 is undoubtedly the most watched SUV model in 2023, not to mention technology and performance, its exposure and sales on the whole network are indeed "far ahead" of most of its opponents.

However, in the January 2024 sales list of large SUVs, the Li L9 still ranks first. And the question world M9 also made a big move in order to pull down the ideal L9.

1. The M9 is reduced in disguise, and the cost performance continues to be "far ahead"

From the price, the Wenjie M9, which is as high as 469,800-569,800, does not seem to have much advantage in the face of the current ideal L9 price of 429,800-459,800.

However, on this basis, the price will be reduced by 50,000, and the gap between the M9 and the ideal L9 will no longer be obvious. In February 2024, the official Wenjie launched a time-limited rights of up to 50,000 yuan, including a reduction of 20,000 yuan from the balance payment of this product, and a matching fund of 10,000 yuan and a Huawei ADS 2.0 urban NCA intelligent driving package royalty of 20,000 yuan.

Although it is not a real pure cash subsidy, such a preferential policy is definitely attractive to some fans of the Wenjie brand and Huawei's intelligent driving.

Especially for some car owners who bought the M5 in the early stage, when they see the M7, M9 and other models launched by the Wenjie brand one after another, they will inevitably have the idea of replacing the old car. And these subsidies also seem to be formulated for these old car owners.

So, with the subsidy, which M9 is better or worse than the ideal L9 with the sales of large SUVs?

2. The size of the question world is better, and the ideal L9 has fallen behind

On the one hand, the dominant position of the Ideal L9 in the large SUV market is established by its marketing strategy, and on the other hand, its own family-friendly configuration has indeed won it a lot of popularity.

The top-of-the-line version of the Ideal L9 Max comes standard with air suspension, electric doors, ventilated front and rear seats, and a large rear screen and refrigerator. These configurations may seem flashy to some people who claim to know cars, but for some family caregivers, they can highlight their persona for the sake of their families.

As the saying goes, you laugh at the person who buys the ideal and doesn't understand the car, and the person who buys the ideal says that you don't care about the family. In their eyes, the power parameters and driving experience of the car are basically floating clouds, even if driving the ideal L9 is like driving a boat, the bulky body is very inconvenient to park, but the comfort of the family is the most important thing for them.

However, these configurations are also almost all available on the M9, with massage, ventilation and heating of the front and rear seats, as well as on-board refrigerators, air suspension and electric suction doors in all versions of the M9.

In terms of size, the length, width and height parameters of the M9 reach 5230x1999x1800mm, which is even larger than the huge ideal L9 (5218x1998x1800mm). Coupled with Huawei's intelligent driving system and the "Xuanwu body" made of 2000MPa hot stamping steel, the overall product power of the M9 does seem to be better than the ideal L9.

After the price reduction, the M9 seems to be a huge challenge to the ideal L9. So is the ideal L9 really out of the picture?

3. The power cost is low, the price reduction space is large, and the large range of the god cult shows its might

In fact, the Ideal L9 isn't out of the ordinary, although it doesn't look like it's going to be competitive at the price. But judging from its cost, the ideal L9 still has some room for price reduction.

At the beginning of the launch, the ideal L9 claimed to have 100 flagship configurations, which seemed to be extremely costly. But in reality, the profit margins of the models under the ideal brand are very high. According to the third quarter report of Li Auto in 2023, Li Auto's gross profit margin is 22%, which surpasses Tesla.

The reason why Li Auto can achieve such a high gross profit margin while stockpiling materials is that its cost is relatively low. Li Xiang, president of Ideal, once bluntly said that "Ideal Auto is the lowest-cost enterprise among all car brands in China".

Ideal has always used range-extended hybrid as the power of all its models, which undoubtedly saves a lot of research and development costs. On the one hand, the extended-range hybrid has no range anxiety, so it is natural to make the car bigger without thinking too much about wind resistance and vehicle weight. On the other hand, the simple structure of the extended-range hybrid brings more reliable quality, which allows Li Auto to save a lot of quality control costs.

Therefore, although the ideal L9 seems to have little price advantage now, there is still a lot of room for price reduction in the future. Whether the M9's aggressive price war will work depends on how Li Auto responds.

Write at the end

The overall design of the M9 is quite a bit of a way to treat others. Whether it is a refrigerator, a massage chair, or a range-extender power, it is imitating ideals everywhere, and at the same time, it is also aiming at ideals everywhere.

The price war between the two sides is fierce, but such an affordable price also benefits consumers, which is not a good thing.

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