李想认错，能挽回退订的MEGA车主吗 | 车主派
Desire transcends value"
Editor's note
The wave of new energy vehicles is roaring, and more and more people have a new identity: electric vehicle owners. However, the new energy infrastructure still needs to be improved, and the confrontation between petrol and tram vehicles has never stopped. We believe that the popularization of new energy vehicles is just around the corner, so the column "Owner Pie", which focuses on the stories of electric vehicle owners, came into being, aiming to show you the real experience of using electric cars for reference.
Author|Liu Yajie
Edited by Qin Zhangyong
On March 21, Li Xiang issued a letter to all employees, reviewing the failure of MEGA, saying that he mistakenly regarded the ideal MEGA's stage from 0 to 1 (commercial verification period) as operating from 1 to 10 stages (high-speed development period).
Focusing too much on sales and competition from top to bottom makes desire override value, and the pursuit of desire "makes us the person we hate." ”
In the end, a solution was also given, saying that it would patiently operate the ideal MEGA according to the rhythm from 0 to 1, focusing on the core user groups and cities with strong high-end pure electric consumption capacity. At the same time, it will reduce the expectations and desires of sales and return to healthy growth.
Today, 20 days have passed since the release of MEGA, and many people are looking forward to the reversal. However, Ideal only released data once: after the start of delivery on March 11, the first full delivery week delivery exceeded 1,000.
This result is obviously a bit thin, in the ideal interior, MEGA is to support more than 500,000 sales of the king of the product, but after the listing, before waiting for the war report, there was news that the number of unsubscriptions exceeded 10,000.
On the second-hand trading platform, there are also a large number of users who transfer MEGA orders.
We talked to these users who have unsubscribed or are planning to unsubscribe, and many of these people have fans of Li Xiang himself, and even bought more than one ideal car, and they also sympathize with MEGA's situation. But once the likes are exchanged for real money, they need to be carefully weighed.
Especially since the car was still on the cusp, and after weighing the pros and cons, they made their own decision.
01
"I don't care about public opinion, but it's hard to be brainless about the interior and price"
The Ideal MEGA is the first pure electric car that Dong Wei has his eye on, and he has been driving a fuel car before.
Different from the ideal official announcement of the big family car concept, he is a family of 3, although it is a bit wasteful to use such a large car, but he is still attracted by the product concept of MEGA "comfortable travel for a family".
In his opinion, the ideal brand has developed quite well in recent years, and the route of the ideal L series range extension is very ingenious, which can be refueled and charged, and the configuration is also very rich.
The reason why I chose MEGA is because there are charging piles near my home, and there are no obvious shortcomings in product power and configuration.
The reason for the cancellation is not because of the discussion about the shape of the MEGA on the Internet, because people who really want to buy this car don't care about the gossip about hearses and coffins.
"Besides, isn't that what the Internet is all about?"
In Dong Wei's view, as long as one person starts hacking it on the Internet, there will be several waves of people following suit, and brands such as Weilai and Xiaopeng have been hacked very badly, "If it is because of this, there is no need to sell any products." ”
Compared with public opinion on the Internet, Dong Wei cares more about the actual experience, when he went to the offline test drive, the experience was not as good as imagined, and the actual car was a little different from what was said at the press conference, for example, the press conference advertised that there were seven series of space in the second row and five series space in the third row, but he thought it was not realized.
And Dong Wei thinks that the price of the MEGA car is a bit expensive, plus the purchase tax will be about 600,000, if the price of this car is about 500,000, it is acceptable, plus the gap between the interior of MEGA and the L series is not large, next, he will most likely choose L9.
Choosing the ideal car, or recognizing the ideal CEO Li Xiang, Dong Wei said that Li Xiang is a marketing genius, and his online and offline speeches are easy to get people up...... As soon as the brain is hot, many people will impulse consumption for ideals.
At present, the ideal MEGA is a failure, because MEGA's "interior and price are difficult to make users above brainless", which is far less popular than other products before.
The first shot of the pure electric MPV was dumb, which is definitely not a good thing for Li Xiang. Although the reputation and sales of the ideal brand have been very good, he said that "the ideal MEGA will become the first in the market sales of more than 500,000 yuan", Dong Wei believes that it is basically impossible to achieve.
02
"Most of the people who unsubscribe are waiting for the price to drop"
Wang Sheng is an old user of Ideal, and after buying Ideal ONE in 2020, he no longer considers other brands and has become a loyal fan of Ideal.
Because there are charging piles at home, he has not driven a fuel car for 5 years, "I feel like driving a fuel car is like driving a tractor".
When he first mentioned the ideal ONE, aside from the control, Wang Sheng felt that the ideal ONE was the best car he had ever driven, comfortable and brisk. He had also bought BBA and Tesla before, but neither of them was as comfortable as ideal.
In 2022, before the discontinuation of Ideal ONE, Wang Sheng changed hands, and lost 60,000 yuan in two years, which he thinks is still relatively valuable.
"I blindly booked MEGA in November 2023, because the family usually lives with 7 people, and the selling points of large space and ultra-fast charging are also very much in line with my needs. ”
At that time, he thought that he would be able to mention the car at the end of the year, and he sold the ideal L8 to change to MEGA, and he thought that he would drive MEGA to take his family on a road trip during the Chinese New Year, so that the whole family could play more comfortably, but he did not wait until the end of the year, and finally he could not deliver the car until March 24.
Although the price is higher than expected, it is acceptable, Wang Sheng chose to cancel the subscription mainly because he was not satisfied with the initial rights, and he thought that MEGA might reduce the price later.
Besides, there is still a Tesla Model S and NIO ET5 at home, which is not too rigidly needed, "I want to wait for the second half of the year to have a discount."
As for the online MEGA being complained about like a hearse, Wang Sheng thinks that it has no impact on him, because Zeekrypton 009 had a similar statement when it was first listed, but the voice was not so loud.
In his opinion, the ideal car, as long as you have driven it, basically like it. For example, there is basically no slot in the product force, the software and hardware are not equipped as standard, and the value is more maintained in the second-hand market. ”
In the actual experience process, Wang Sheng also recognized the product power of MEGA, thinking that it feels better than any MPV he has experienced before, with strong space, comfort and function, that is, the interior is no different from the L series.
At that time, when he went to the store for a test drive, there were many people queuing up in the store for a test drive, and in his opinion, most of the people who unsubscribed to MEGA now should be waiting to see the price reduction.
"The reason why MEGA is not as good as expected is that everyone's expectations for MEGA are too high, and the ideal does not control the pricing. ”
At present, the price war in the automobile market is very turbulent, Wang Sheng said that this price is not too sincere compared with other brands, and it is not enough to take care of the first batch of car owners, and now there are a group of range extender fans who do not believe that the ideal can solve the anxiety of pure electricity, and it is difficult for MEGA to become a hit.
However, in Wang Sheng's view, the ideal will come out of the haze, because there are still many cards to play. For example, the launch of low-profile models, disguised price reductions or tens of thousands of subsidies, it is not impossible to increase sales, coupled with the experience of the first batch of car owners, the ideal service area after the laying of more supercharging stations, sales are likely to come up.
"At present, many people still ignore the product power of the MEGA and think that it is no different from other trains, but I think the differentiation will become more obvious in the future. In the future, there is no problem with the monthly sales of MEGA rushing to more than 8,000 units, and there is still a chance to become the first in the market sales of more than 500,000 yuan in the later stage. ”
03
"The interior is adjusted, the price is lowered, and it will definitely sell out"
Liu Nan is a family of six, and unlike the appearance criticized on the Internet, he liked the appearance of the MEGA at first sight, and when he went for a test drive, he also felt very quiet and had a good driving experience.
At the press conference, Liu Nan directly made a blind booking, and now it has been turned into a big set, but the problem is still the price, "The price is too high, if it can be cheaper than the current price by 50,000 to 80,000, it is a must." ”
In terms of configuration,MEGA does not have the rear-wheel steering function,Xiaopeng X9, which is cheaper than it and faster200,000 has,Liu Nan believes that now the supercharging station is not so popular,This configuration wants to be the first in sales in the market of more than 500,000,It is still very difficult。
If by April, Liu Nan's order has not been returned, he will not be able to return, and now he is in a hurry to transfer out, but there are not many people who consult the transfer at present.
Like Liu Nan, Cheng Dong also liked the appearance of MEGA very much, and he did not hesitate to place an order at that time.
After the press conference on March 1, he went for a test drive and found that the difference between the interior of the actual car and the price of 600,000 yuan (including purchase tax) was a bit big, because of the appearance, he had high expectations for the MEGA car. But suddenly seeing that the interior of the MEGA is just a nesting doll of the L series, it is difficult to accept this gap.
At the Guangzhou Auto Show in November 2023, the ideal engineer answered a question about the force on the A-pillar steel, saying that the two pieces add up to 3,000 megapascals, and when Cheng Dong was test driving, the sales technique became 1+1 is not equal to 3,000, which must be more than 1,500 megapascals, "which makes people feel very speechless." ”
In Cheng Dong's view, as a 600,000 MPV, no matter how much it focuses on the family, such a plain interior does not match the cool appearance.
When he went to Xiaopeng and ZEEKR to see the MPV, he found that there were many new customers in the store, and many of them came from the ideal MEGA.
Of course, Cheng Dong believes that the ideal brand is still very good among the new forces, and began to pay attention to the ideal brand in 2020, when he felt that all the configurations of the ideal ONE were superior to the oil cars on the market and the trams at that time.
When I was going to change the car, I originally planned to change to a Land Rover because I liked the hard-core masculine shape, but I was moved when I saw the Ideal ONE, and I deliberately went to the store to see it twice, and the price was reasonable at that time, so I directly bought the Ideal ONE.
"For MEGA, only by adjusting the price or upgrading the interior can the sales increase. According to the current configuration, if the MEGA can be sold at the same price as the L9, it will definitely sell out. ”
(Dong Wei, Wang Sheng, Liu Nan, and Cheng Dong are pseudonyms in the article)