"259,800 yuan is indeed the original price of the ideal L6 Pro", after such news, the final price of the ideal new car is 249,800 yuan, which is 10,000 yuan lower than the rumored internal price, which is the same as the starting price of the M7.
At 8 p.m. on April 18, Ideal announced the product price at the L6 new car launch conference, the vehicle is divided into two versions, Pro and Max, with prices of 249,800 yuan and 279,800 yuan respectively. According to reports, the ideal L6 will have a certain production capacity ramp-up period, and small batch delivery will start next week, and it is expected to deliver about 2,000 vehicles this month, and large batch delivery will start in May.
The ideal L6 length, width and height are 4925mm, 1960mm, and 1735mm, respectively, and L7, L8 is positioned as a medium and large SUV, continuing the appearance of the L series, and L7 compared with L7, L6 length, width and height are 125mm, 35mm, 15mm less, and the wheelbase is reduced by 85mm.
The L6 is the lowest-priced model since the establishment of Li Auto, and has dropped to the price band below 250,000 yuan for the first time, and is regarded as the main model of Li Auto to hit the sales target.
Li Xiang, CEO of Li Auto, said that the L6 will become the model with the highest monthly sales of the L series, and the expected sales of the L6 within Li Auto is 20,000 units per month.
Since the beginning of this year, the sales of Li Auto have not been "ideal". According to official data, Ideal delivered a total of 80,400 new cars in the first quarter, a year-on-year increase of 52.9%.
The reporter noticed that in 2023, the weekly sales list will be announced on the official public account every week, and the frequency of this year's release has decreased significantly, and the last time the list was announced was on March 19, which has been a full month since then. Moreover, on this list, the position of the new power brand in the Chinese market in terms of sales in a single week (3.11-3.17) is occupied by Wenjie, and the ideal is only in second place.
This year, the sales base of the ideal L series products has been affected by competing products.
Starting from November 2023, the sales of the Ideal L7 have lagged behind the Wenjie L7 for five consecutive months, losing the position of the top seller of medium and large SUVs.
According to Autohome data, the first sales volume of medium and large SUVs in the past six months is Wenjie M7 (249,800-329,800 yuan), with a cumulative sales of 124,400 units, the second place Ideal L7 (319,800-379,800 yuan) has a cumulative sales of 85,000 units, and the third is the Ideal L8 (339,800-399,800 yuan), with a cumulative sales of 60,500 units.
It is worth mentioning that, judging from the details of the price announced by the ideal new car L6, the price of the car has been adjusted within the company, and the final pricing of 249,800 yuan is just the same as the starting price of the M7.
The situation of the ideal L9 is similar. According to third-party platform data, in the past six months, the ideal L9 has ranked first in sales in the large SUV segment, but in February and March this year, the M9 landed in the second place in the sales segment, which also affected some sales of the L9. In February and March this year, the sales volume of the ideal L9 was 6,336 and 8,595 respectively, and before the Wenjie M9 was launched, the monthly sales of the ideal L9 exceeded 10,000 for five consecutive months from August to December 2023.
In addition, the sales of Ideal's first pure electric product, MEGA, failed, according to Autohome data, the sales of the car in March were only 3,229 units, far below the monthly sales target of 8,000 units.
In the face of the "encirclement and suppression" of competing products and the failure of pure electric products, Li Auto issued an announcement on March 21 to lower its vehicle delivery forecast for the first quarter of this year, from the previous 100,000-103,000 to 76,000-78,000. At the same time, Li Xiang admitted in an internal letter to all employees of the company that there was a rhythm problem with Ideal MEGA, and mistakenly regarded the operation of Ideal MEGA from the 0 to 1 stage (commercial verification period) as the 1 to 10 stage (rapid development period). In addition, Li Auto pays too much attention to sales and competition from top to bottom, allowing desire to outweigh value.
After delivering 376,000 units in 2023, Li Xiangyuan set a sales target of 800,000 units this year. Zou Liangjun, senior vice president of Li Auto, once talked about the sales distribution of different products: the total sales target of the L7, L8 and L9 cars is 400,000 units, the monthly sales target of the Ideal MEGA is 8,000 units, and the monthly sales target of L6 is 30,000 units. In addition, Li Auto will also launch three high-voltage pure electric models in the second half of the year.
In March, an ideal auto analyst exchange minutes showed that the ideal will lower the original sales target of 800,000 this year to a year-on-year increase of 50%-70%, about 560,000-640,000 units, compared with the previous target, a decrease of 2-3 percent.