In March, Ideal delivered about 29,000 new cars, which is still a gap from the 31,700 units of Wenjie, which is the third consecutive month that Ideal has been surpassed by Wenjie. In the first week of April, the ideal delivery result was 5,600 units, surpassing the 5,200 units of Hongmeng Zhixing, temporarily stabilizing the situation.
At the beginning of the year, the target of 800,000 units was set, and Li Auto was under a lot of pressure
You must know that in 2023, Ideal will become the champion among the new forces by delivering 376,000 units throughout the year. At the beginning of this year, the official sales target for 2024 was 800,000 units. However, judging from the performance of the first quarter, I am afraid that the ideal will not be able to achieve this goal. Now, in the face of the doubts suffered by Li Auto's first pure electric MPV MEGA, as well as the complaints of some old car owners who feel "backstabbed" because of the new discounts, Li Auto is actually under a lot of pressure.
Then the latest L6, with a guide price of 249,800 yuan (Pro version) and 279,800 yuan (Max version), not only lowers the price threshold of the ideal whole series to below 300,000 yuan, but even enters the position below 250,000 yuan, which is a bold decision for the ideal brand that has always maintained a luxurious tonality.
The price is not as good as the M7? In fact, the ideal L6 has an advantage!
First, let's look at the Ideal L6. From the outside, if you are walking into the ideal store for the first time, it may be difficult to tell the difference between L6 and L7 in a short period of time. At present, the design style of the ideal L-series family is very uniform, which should be a good thing for the target group of L6 customers - just like BMW, if all the design on the 7 Series is devolved to the 3 Series, the luxury experience will be greatly enhanced for the 3 Series customers, but this will also make the image of the high-end series a little cheaper. Originally, the starting price of the ideal SUV was more than 300,000 yuan, relatively speaking, the positioning is higher, and now L6 has entered the fiercely competitive 250,000 yuan market, basically continuing the design style of the family's high-end products, it is inevitable that there will be some psychological imbalance for old users, and this feeling Porsche owners will definitely understand if they are mistaken for Xiaomi.
Ideal L6 adopts extended-range hybrid drive, 1.5T four-cylinder engine with dual-motor intelligent four-wheel drive, acceleration of 100 kilometers in 5.4 seconds, comprehensive range of 1390 kilometers under CLTC working conditions, pure electric range of up to 212 kilometers, equipped with front double wishbone rear five-link suspension and CDC shock absorber, four-screen interaction in the car, with co-pilot screen and HUD, still maintain the advantages of sofa + color TV.
In fact, in terms of the configuration of the L6 Pro version, the price of 249,800 yuan is still good, after all, the dual-motor four-wheel drive version, and the official also gave a deposit of 5,000 yuan to deduct 10,000 yuan, a free charging pile, 10,000 yuan optional fund, etc., a total of 20,000 yuan worth of first sale rights. Many people say that the ideal L6 price is not as good as the M7 has an advantage - the current preferential price of the M7 is 229,800 yuan, which is exactly 20,000 yuan lower than the ideal L6, but the entry model of the M7 is a single-motor rear-drive version, so the price difference can be understood.
The ideal L6 has only made the first move, and it may be more down-to-earth in the future
Taking a step back, if the ideal L6 market performance does not meet expectations, the official may launch a more entry-level single-motor version in the future to reduce the price, or increase discounts, in order to attract more customers - but in this way, the price threshold of the ideal car is lower than 250,000 yuan, which makes people feel that the ideal has also begun to take the cost-effective route, to compete with other extended range replacement products, which may not only affect the luxury tone that the ideal car has been shaping, but also may affect the L7, The market performance of the L8, after all, is more fragrant in comparison to the price of the L6.
The scene of monthly sales of 50,000 seems to be still in sight, and now that it has put down its body and entered the 250,000-level market, Li Auto has become more and more down-to-earth.