On the evening of April 18, the ideal L6 was launched, which is the last model of the ideal L series SUV, and the previously rumored ideal L5 may not be an SUV.
Ideal L6 provides Pro and Max version of two configurations to choose from, the official guide price is 249,800 yuan and 279,800 yuan respectively, this is the first ideal model priced below 300,000 yuan, and it is also the cheapest model of the ideal at present, and it is also likely to be a model that the ideal saves the decline in sales.
So, can the ideal L6, which is priced at 249,800 yuan, really save the decline in ideal sales? In the author's opinion, it is very difficult.
The first thing that can be confirmed is that the listing rights and interests of the ideal L6 are still very sincere, including an optional fund of 10,000 yuan, a home charging pile installation service of 5,000 yuan, and a deposit of 5,000 yuan to deduct the balance of 10,000 yuan. It is not clear whether the optional fund and charging piles can be discounted, if so, it is equal to a cash discount of 20,000 yuan, and the actual payment price of the Pro version has become 229,800 yuan.
If the optional fund and charging pile cannot be discounted, the actual payment price of the ideal L6 Pro is 244,800 yuan. Don't look at the gap of only 15,000 yuan, this will become the key to the ideal L6 sales trend.
In the author's opinion, if there is no wave of new energy model price reductions at the beginning of this year, there is nothing wrong with the pricing of the ideal L6. But in this wave of price cuts, the ideal did not follow up, and even the ideal L6 is still adhering to the original pricing strategy, which is really unacceptable.
Of course, the ideal is also a last resort, after all, if the price is reduced, the image of the "luxury brand" that has been hard built in the past few years may be gone, and it may even trigger a large-scale protection of the rights of old car owners. At this time, it is best to give a higher price, and reduce the starting price through market discounts or first-sale rights.
Judging from the official configuration table, the ideal L6 is also rich in standard configurations, not inferior to the ideal L7, and the difference between the Pro version and the Max version is only in the auxiliary driving and car refrigerator, in addition, although the capacity of the battery pack is 36.8kWh lithium iron phosphate battery pack, but the Pro version supplier is Xinwangda, and the Max version supplier is CATL, and there is a theoretical difference in the cost of the two, so the pricing of 30,000 yuan for the Pro version and the Max version is also more reasonable.
But the boomerang is here, before the ideal CEO Li Xiang had expressed that the lithium iron phosphate battery pack is not suitable for plug-in hybrid models, but the ideal L6 has become the first model equipped with lithium iron phosphate batteries, I don't know how the ideal will come back, or simply as if nothing happened.
The more critical problem is that the ideal luxury comes largely from the "magic carpet air suspension", although this "magic carpet" is only a trademark, and the technology has nothing to do with it, but it does establish a preliminary "luxury brand" impression for users, after all, the air suspension is a high-end configuration, and almost only million-level models will appear.
But now the threshold of air suspension is very low, and there is no shortage of models equipped with air suspension at the price of 20-300,000 yuan, and air suspension as the core competitiveness of the ideal, the absence of the ideal L6 is really incomprehensible. If Ideal really cares about sales, equipping the Ideal L6 with an air suspension may be the most reasonable solution, but unfortunately, Ideal did not do so. Of course, once the ideal does this, the sales of the ideal L7 may be greatly affected, and it is really not easy to choose.
This has another problem, although the 4 models of the ideal L family, although the positioning difference is obvious, but the difference in design, power, and configuration level is not large, resulting in the competition between the ideal L6 and the ideal L7, and the ideal L8 and the ideal L9 also have a competitive relationship.
After the launch of the Ideal L8, the sales of the Ideal L9 were affected, and according to this theory, the sales of the Ideal L7 may also be affected after the launch of the Ideal L6. Ideal may have learned this lesson, so as to lower the positioning of the Ideal L6 as much as possible, so that the Ideal L6 will face competing models directly, rather than diverting the customers of the Ideal L7.
It is this idea of "both want and want", which leads to the fact that in the end, the ideal L6 has become a product that cannot be positioned, and the competitiveness is greatly reduced after the lack of air suspension, and there is indeed no obvious advantage in competitiveness compared with models at the same price.
If the ideal can pull down the face and further lower the price of the ideal L6, it should be able to kill all sides in the market of about 200,000. Or be ruthless and put the air suspension on the ideal L6, then the ideal L6 can be killed in the market of about 250,000.
However, the ideal L6 with a price starting at 249,800 yuan and no air suspension may really rely on substantial discounts to stimulate sales in the future.