The upcoming Ideal L6 is aimed at the "rigid needs" of young families
Dong Che Hui
2024-04-10 09:30Published in Beijing
Medium, large, extra-large cups.
This is an Internet hot meme that has been running through the Chinese Internet for more than ten years. We now have a new understanding of these three words:
"Medium" means small, "large" means medium, and "extra-large", "Ultra", and "Max" are the real sense of big.
No one will give himself a few slaps in the face like Mr. Luo did.
As for what the cup is, no one knows.
Ideal is obviously closer to people than Starbucks, in addition to the L7/8/9 three medium cups, large cups, and super large cups, Ideal has really prepared a small cup - Ideal L6 will be officially released on April 18.
These four SUVs form the ideal "Extended Range Universe", with four cup types for you to choose from.
A new addition to the Extended Range Universe
Although there is still some time to go, it is clear that Ideal does not intend to hide the L6 until the last minute.
Yes, there are no surprises, the Ideal L6 still strictly implements the family design of the Ideal L series, as the so-called L series walks on the ground, can you tell that I am 6789?
Image credit: Mr. Thirteen Studio
In the nesting doll family design, the most benefited is always the entry-level model, after all, the price of the entry-level to buy the appearance of the flagship. But on the other hand, the value of the flagship model's exterior identity will be somewhat diluted. According to this logic, as the big brother, the Ideal L9 is naturally the most loss-making one in the L series.
In addition to the undisguised appearance, the configuration information of the ideal L6 is also eyebrow-raising.
A PPT page screen shot titled "New Ideal L6 Core Parameter Comparison Table" is circulating on the Internet, almost all the possible important parameters of the Ideal L6 have been released.
According to this PPT, the dimensions of the ideal L6 are 4925×1960×1735mm with a wheelbase of 2920mm. Compared to the Ideal L7, the Ideal L6 is 12.5 cm shorter in length and has a wheelbase 8.5 cm shorter.
Creating a mobile home is ideal for the ideal car, and a house is always bigger, so even the smallest L-Series model, the Ideal L6 is not much smaller.
Compared to the Tesla Model Y, the Ideal L6 is still slightly larger in size. In this PPT, the Li L6 and the M7 are defined as mid-to-large SUVs, while the Tesla Model Y and Mercedes-Benz GLC are classified as mid-size SUVs.
More noteworthy is the suspension and drive form.
Ideal official has confirmed that the Ideal L6 will use a front double wishbone and rear five-link suspension combination, and the MacPherson suspension previously spread on the Internet is a false rumor. According to the PPT, the Ideal L6 will also be paired with CDC continuously variable damping reducer.
The PPT also shows that the Ideal L6 will be equipped with dual-motor intelligent four-wheel drive as standard, giving the driver more power reserve in the case of a large fuel tank.
Although the Ideal L6 is the entry-level model in the Ideal L series, the lower pricing doesn't seem to affect the suspension and powertrain.
If the leaked data is true, the Ideal L6 will be available in two versions, L6 Pro and L6 Max, with the main differences being the audio and assisted driving software and hardware configurations, which are priced at 259,800 and 289,800 respectively.
Of course, friends who are familiar with the marketing rhythm of car companies understand that the current price is not highly credible, and the actual price of the ideal L6 can still be announced at the press conference.
Ideal L6, aiming at the "rigid needs" of young families
The price is gradually declining, and the ideal is facing more and more opponents, focusing on the 200,000-300,000 level, and the potential opponents of the ideal L6 include Model Y, Wenjie M7, Xpeng G6, and NIO ES6 that has chosen BaaS battery rental services.
However, these competing products on the bright side are different from the ideal L6 in terms of positioning.
Xpeng G6 has a sense of technology, ideal L6: I have family attributes;
Tesla Model Y has sales support, ideal L6: I have family attributes;
NIO ES6 has battery swap, Ideal L6: I have family attributes.
The M7 means that I can also focus on the family, and the ideal L6: I still have one more color TV.
Source: Mr. Thirteen Studio
The ideal brand attributes are enough to pave the way for L6 to target its core customer base.
However, it is okay to have a family, but it is not okay to have a family thief, and another hidden opponent of the ideal L6 is the ideal L7 that is also oriented to the family, the same five seats, and the same surname "Li".
From the configuration point of view,Ideal L6The core route of the large color TV sofa has not changed,This new car,It can be regarded as the latest small apartment launched by the "ideal real estate company",Approximately covering the needs of two bedrooms to small three bedrooms。
The definition of the ideal L6 is a family five-seat luxury SUV built for young families, and the key to this is the word young, which also means that the ideal L6 is aimed at young people who have just started a family.
The difference between the Ideal L6 and the Ideal L7 is, in the eyes of the Ideal, the difference between "luxury" and "flagship". This is also the difference between the Ideal L8 and the Ideal L9, which are also six-seater SUVs.
In other words, this is the difference between "rigid needs" and "improvements".
Improvement means an upgrade in experience, and it is a clearly perceived upgrade. After all, no one's money is blown by the wind, and how much money is spent depends on how much effect you have to see.
This is actually a tricky problem, if the similarly positioned models cannot make a clear distinction in price and configuration, they can only divide the same piece of cake.
What we need to do is to distinguish between the ideal L6 and the ideal L7 customers, rather than leaving consumers torn between the two.
If the positioning and price of the Ideal L6 are not accurate enough to sink further, and instead compete with the Ideal L7 for the market, there will not be much increase in sales and market share for the Ideal L6.
Ideal L7 interior
In the previous marketing, Ideal would mention the needs of multi-child families from time to time, and now, it is time for Ideal to personally manage a multi-child family.
Of course, for a car company like Ideal, the step of balancing "multi-child families" will have to be taken sooner or later.
The construction of the main product array from 0 to 1 has been completed, and the failure of MEGA has also highlighted the disadvantages of explosive product thinking in a sense.
It's not that explosive products are bad, of course it's best to sell them, but the practice of pouring everything into it and becoming a benevolent person if it doesn't succeed ultimately belongs to the hot-blooded young people who have nothing. Ideal Auto is also not small, with a family background, entrepreneurship has gradually become a business, and then being a stunned young man is not very in line with the personality.
It is more difficult to keep a business than to start a business, this is a milestone, but also the beginning of a new journey, the upcoming ideal L6, is a new test of the long-term operation of the ideal brand.