Li Xiang issued an internal letter to all employees: Ideal MEGA has rhythm problems and pays too much attention to sales

Tencent Auto News reported on March 21 that Li Xiang, CEO of Li Auto, issued an internal letter to all employees, in which he reviewed the problems that occurred in March and proposed solutions. Li Xiang believes that there is a rhythm problem with Ideal MEGA, and he mistakenly treats the operation of Ideal MEGA from the 0 to 1 stage (commercial verification period) as the 1 to 10 stage (high-speed development period). In addition, Li Auto pays too much attention to sales and competition from top to bottom, allowing desire to outweigh value. Li Xiang believes that Li Auto will 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.

The full text of the letter is as follows:

How to solve the problems that Li Auto is currently facing

Let's review the essence of our March problem and the solution.

First, there is the question of the rhythm of the ideal MEGA

The essential reason: We mistakenly treat the ideal MEGA from the 0 to 1 stage (business verification period) as the 1 to 10 stage (high-speed development period) to operate.

Ideal MEGA and high-voltage pure electric must go through a similar 0 to 1 stage of an ideal ONE and extended range electric, and cannot have a business potential energy from 1 to 10 as soon as the ideal L series is launched, which is our misjudgment of the strategic rhythm of pure electric vehicles. The chaotic rhythm of the Ideal MEGA has also allowed the sales team to greatly reduce the time and energy of serving L series users, and the main model Ideal L8 does not even have a place in the store.

Solution: We will patiently operate the ideal MEGA from 0 to 1, focusing on the core user groups and cities with strong high-end pure electric consumption capacity. Abandon the full-scale sales strategy, concentrate on large retail centers in top cities for product experience and test drives, and accelerate the construction of supercharging stations in these cities. When the stage from 0 to 1 is effectively completed, it will be promoted to more cities and larger user groups.

Second, there is too much focus on the desire for sales

The essential reason: We pay too much attention to sales and competition from top to bottom, so that desire surpasses value, so that the user value and operational efficiency that we are best at have decreased significantly. The pursuit of desire makes us become the person we hate.

Solution: Reduce sales expectations and desires and return to healthy growth. Focus on users rather than competition, focus on value rather than desire. Return to the improvement of user value that we do best, and return to the improvement of operational efficiency that we do best.

Strictly follow our three codes of conduct:

• User value comes first

• Consensus is reached through co-creation

• Seek truth from facts, and correct mistakes when you know them

The March 2024 question is an enhanced version of our 2022 question. We are confident that with the joint efforts, we will focus on user value, focus on operational efficiency, patiently control the rhythm, and serve our users in a long-term and healthy manner through down-to-earth problem solving.

Li Xiang

What problems did Ideal MEGA encounter

After Li Auto's MPV model MEGA was launched to the market, it fell into the whirlpool of public opinion because of its appearance, and Li Xiang, CEO of Li Auto, posted on his personal social platform after a week of silence, saying that the organized illegal and criminal acts in the incident have been dealt with by legal means.

Previously, on March 11, Li Xiang wrote, "Although I am in the dark, I still choose the light." If I choose to compromise with the darkness, or even join the darkness, then I and the people around me will become what we hate, and the society we live in will become darker and darker. After much deliberation, we decided to start fighting back, fighting back the darkness with light. ”

Li wants to circle of friends

After the release of this circle of friends, it attracted many likes and comments, including He Xiaopeng, chairman of Xpeng Motors, and Yu Chengdong, chairman of Huawei Car BU, both of whom expressed their support for the ideal.

It is reported that the "things that happened in the past ten days" mentioned by Li Xiang refer to the fact that after the release of the ideal MEGA, which Li Xiang had high hopes for, it was "spoofed" on the Internet due to its unique shape, and many photos and videos were also spread on the Internet.

On March 1, Li Auto's first pure electric MPV, MEGA, was launched, with a price of 559,800 yuan. This also means that Li Auto will officially start the competition in the pure electric MPV market.

At the launch conference of the ideal MEGA, Li Xiang said that the MEGA can achieve a peak 5C battery charging rate, with a peak charging power of more than 520kW and 500 kilometers in 12 minutes. At the same time, relying on factors such as the 0.215 low wind resistance design, the MEGA uses a 102.7 kWh battery, and the range can reach 710 kilometers under CLTC conditions.

On March 9, Li Xiang also posted on Moments, saying, "No matter how difficult it is, you can't become [Darth Vader]." The outside world generally believes that Li Xiang borrowed the role in the movie "Star Wars" to express that he must still stick to the bottom line in the face of adversity and not give up in the face of difficulties.

Ideal MEGA also officially began delivery on March 11, according to previous reports, the first few days of MEGA's listing orders were relatively average, and it was not unusually hot.

Some institutions believe that the ideal MEGA order volume is not ideal, on the one hand, it is caused by its excessively high price, the price of more than 550,000 yuan makes it a ceiling-level existence in a number of domestic new power MPV models, but it is not so prominent in terms of product power;