The ideal was forced to lower the delivery target, and the fate was completely changed?
Originally, Li Li planned to sell 800,000 vehicles this year, but the sales of its first pure electric model, the MEGA, did not meet expectations, and it is rumored that Li Li decided to lower its sales target for this year, from 800,000 to 56-640,000 units.
Li Xiang, CEO of Li Auto, seems to confirm the rumors. Li Xiang admits that the company has gone wrong with the rhythm of MEGA, and the company has been focusing too much on sales recently. Li Xiang made it clear: "Reduce the expectations and desires of sales 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. ”
A few families are happy and a few are sad, the ideals that were happy back then are now worrying, but now the joy is the world. The M9 has been on the market for 86 days, with more than 60,000 large orders. You must know that the price of the car is as high as 469,800-569,800 yuan, but in the new energy vehicle market from March 11 to 17, its sales rushed to the third place, reaching 8,700 units, exceeding the 7,100 units of all models of the ideal.
What setbacks have the ideals encountered, and how can we get out of the predicament?
MEGA didn't live up to expectations by more than just a design issue
As soon as the Ideal MEGA was released, it was bombarded, and the avant-garde and trendy design failed to be sought after, but instead attracted criticism. Isn't the Tesla Cybertruck more avant-garde and newer? Why isn't there so much scolding? To be honest, the dissatisfaction with the ideal is understandable, and the criticism is also somewhat malicious. For the high-spirited ideal, the first pure electric car failed to win, and the blow is not small.
It should be noted that the M9 has two versions, pure electric and extended range, although I don't know how many pure electric versions are sold, but Huawei's determination to curry favor with pure electric enthusiasts can be seen in general.
Why doesn't Ideal MEGA offer an extended range version? It may be that Ideal is too confident. The Ideal MEGA is equipped with a CATL Kirin 5C battery, with a CLTC comprehensive range of 710 kilometers and a maximum range of 500 kilometers in 12 minutes. With such a powerful charging capacity, what is the need to extend the range? Unfortunately, the market does not appreciate the ideal publicity. If the Ideal MEGA offers an extended-range version, will sales improve?
The bigger issue could be pricing. The ideal L7 is priced between 319,800 and 379,800 yuan, the L8 is priced between 339,800 and 399,800 yuan, and the L9 is priced between 429,800 and 459,800 yuan. The highest-end L9 will sell 114377 units in 2023, and it may be precisely because of the "ideal" results that the ideal is confident to set the starting price of MEGA at 559,800 yuan. You must know that the starting point of ZEEKR 009 is only 500,000 yuan, and the range is 702 kilometers. The Denza D9 EV is more affordable, with a starting price of only CNY 379,800.
Compared with its rivals, the sales of Ideal MEGA are not bad, but they just do not meet the company's expectations. The ideal weekly sales volume is about 1,100 units, which is higher than the pure electric Denza D9 EV and Zeekr 009, and less than the Xpeng MEGA. BYD and ZEEKR have been fighting in the field of pure electric vehicles for many years, and the ideal wants to become popular with the first car, is the idea too "ideal"?
The threat of the world has just begun!
I remember that when Apple announced that it would give up making cars not long ago, many Chinese car company bigwigs happily posted, and Li Xiang also said that Apple's decision was very correct, and focusing on artificial intelligence was a good choice.
Li Xiang said: "If the car is made and successful, Apple will increase its market value by $2 trillion, but the necessary condition for the success of the car is still artificial intelligence." The electrification of cars is the first half, and artificial intelligence is the final. “
If Anroid does not protect Xiaomi, VIVO, and OPPO, if Google does not block Huawei, and if Huawei chips are unimpeded, how can Huawei mobile phones be frustrated?
Li Xiang and He Xiaopeng want to compete with Huawei in the field of intelligent driving, and they can only rely on American companies. Even if Tesla develops a top-level intelligent driving system, it will not be open to Chinese car companies, and like Apple, it follows a "closed-loop mode". Of course, if Apple can come up with a top-level intelligent driving system, Ideal and Xiaopeng can only silently watch, and only Google may be able to help them resist Huawei's intelligent driving technology. However, even Waymo, which was once in the limelight, is a huge mystery when it will be able to rescue the old and new forces.
There are actually only two real selling points of the M9, one is HarmonyOS 4 intelligent cockpit technology, and the second is the price tag of 469,800-569,800 yuan.
Yu Chengdong publicly stated not long ago that Huawei's intelligent driving system is only used in models with more than 300,000 yuan. The implication is that Huawei's intelligent driving car can be 300,000 yuan, or in other words, once the M9 is formed, there is still a lot of room for price reduction.
Other car companies should feel lucky, because from Huawei's past history, it has little interest in the low-end market, and the high-end will not fight a price war. But Ideal is sad, after all, the average selling price of Ideal Auto reached 316,600 yuan, which just reached the threshold of 300,000 yuan mentioned by Yu Chengdong.
The crit of the Question Realm on the ideal has just begun, and more suffering will fall from the sky in the years to come. Ideally, other high-end car companies should also tremble. That's right, that's you, BBA!
Smart driving is here again, are you ready?
Li Xiang said that the electrification of cars is the first half, and artificial intelligence is the final, and there is no mistake, all aspiring car companies are deploying!
Like NIO NOP+, the ideal NOA Highway system is highly dependent on high-definition maps, and the accuracy can reach the centimeter level, but from the perspective of experience, let alone the M9, the ideal system is far from Xiaopeng. Starting with the second generation of cars, Ideal has added a huge head-up display, which not only shows the surrounding vehicles, but also gives detailed navigation prompts. As a result, the driver has a more intuitive perception of the real world, which is considered an improvement.
The ideal delivery volume has already exceeded 700,000 units, which is a huge advantage. Like Tesla, Ideal can use the car to collect rich data and continuously optimize the intelligent driving system.
The competition will definitely be more fierce in the future. In December last year, NIO released its self-developed driverless chip, which will be implanted in the ET9 flagship sedan in 2025. In January this year, Ideal counterattacked, announcing that it would introduce Nvidia's Drive Thor driverless chip in 2025. The competitor of NIO Shenji NX9031's self-developed intelligent driving chip should be NVIDIA Orin-X. It is interesting to know that the ideal choice embraces NVIDIA, but NIO stands on its own, why did the two brothers choose to come?
Honestly, it's more likely that the two companies make different choices on the personal orientation of the founders. In everyone's impression, Li Xiang is not a firm "technocracy".
Don't forget, Li Xiang once said: "A bunch of stinky technology, beep at me every day, what extended range electric is a backward technology." What kind of technology have they come up with?!" He also said: "Let a group of people who have no user thinking and don't care about users at all study the technical route every day, what kind of technical route is TM?
Do you know when Li Xiang said these words? On August 29, 2020, just two months after the voice landed, that is, in October 2020, the ARCFOX Alpha T was officially launched, equipped with Huawei's intelligent network and intelligent electric vehicle technology, but unfortunately it did not achieve great success. Up to now, the world of questions has surpassed ideals, and this transcendence relies on technology.
Before asking the world, everyone scolded each other, after all, half a catty to eight taels, no one is much better than anyone, but the world has become a benchmark for intelligent driving, and the mouth cannon is useless, only a truly powerful intelligent driving can conquer consumers.
This is the new reality that ideals need to face.
The people evaluate the car
For a long time, Apple has given a lot of bad inspiration to Chinese technology companies, and it seems that they don't need to develop any technology, copy it, and then use creativity, design, marketing, and hype to win a lot of money. Apple can do this because of TSMC, Samsung, LG, Sony, Qualcomm Delivery Technology. When it came to the car, there was no strong hardware and software technology, and Apple engaged in it for 10 years to admit failure.
Consumers' recognition of Huawei is actually a recognition of technology and brand. Of course, the ideal cannot be compared with Huawei, and there is a distance between brand and technology. It's a pity that since it's a high-end car priced at 500,000 yuan, don't look at the technology or the brand, is it really just a refrigerator and color TV sofa? I hope that the ideal can find its own way of survival in the cruel competition, and not become a short-lived brand. Among Chinese car brands, there is no shortage of bright fireworks, and what is needed is eternal stars.