On April 22, the official blog of "Li Auto" announced the price reduction of all Li Auto series.
Ideal announced a new price system for the 2024 Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA, and new subscribers and users who have ordered but not delivered can enjoy the new price.
Among them, the price of the L9 series was reduced by 20,000 yuan, the price of the L7 and L8 series Ultra and Max was reduced by 20,000 yuan, the price of the Pro version was reduced by 18,000 yuan, the price of the ideal MEGA was reduced by 30,000 yuan to 529,800 yuan, and the price of the car was 559,800 yuan.
At the same time, Li will provide cash back for owners of the 2024 Li L7, Li L8, Li L9 and Li MEGA, and will push a cash back notification through the Li Auto App.
Subsequently, the owner of the car has issued a document saying that he has received an ideal refund notice, and the refund will be issued in the form of cash transfer, which will be returned to the payment account at the time of purchase by default, and the owner needs to confirm the information after receiving the notice.
According to media reports, according to third-party sales data, the subsidy range of ideal L7, L8 and L9 is 460 million yuan - 5.1 yuan, and the subsidy range of ideal MEGA is 90 million yuan, and the ideal car will invest about 550 million yuan - 600 million yuan in subsidies for this purpose.
Previously, on March 21, Li Xiang, CEO of Li Auto, released an internal letter on "how to solve the problems currently faced by Li Auto".
Li Xiang mentioned the rhythm of the ideal MEGA. He said, "We will patiently operate the ideal MEGA from 0 to 1, focusing on the core user groups and cities with strong high-end pure electric consumption capacity." Abandon the full-scale sales strategy, concentrate on large retail centers in top cities for product experience and test drives, and accelerate the construction of supercharging stations in these cities. When the stage from 0 to 1 is effectively completed, it will be promoted to more cities and larger user groups. ”
In addition, in the internal letter, Li Xiang also mentioned the desire to pay too much attention to sales. He said, "We focused too much on sales and competition from top to bottom, allowing desire to outweigh value, and significantly reducing user value and operational efficiency that we were best at." The pursuit of desire makes us become the person we hate. In this regard, Li Xiang believes that it is necessary to "reduce the expectations and desires of sales and return to healthy growth." ”
The day before, Tesla China officially announced:
Price reductions for all ranges!
On April 21, following Tesla's announcement of a price cut in the U.S. market, domestic prices soon followed.
According to Tesla's official website in China, the price of the Model Y has dropped to 249,900 yuan, the price of the Model Y long-range version has been reduced to 290,900 yuan, and the price of the Model Y high-performance version has been reduced to 354,900 yuan. The price of the Model S has been reduced to 684,900 yuan, and the price of the Model S PLAID version has been reduced to 814,900 yuan. The price of the Model X was reduced to 724,900 yuan, and the price of the Model X PLAID version was reduced to 824,900 yuan.
At the same time, Tesla's official website in China shows that the price of the new version of the Model 3 has been reduced to 231,900 yuan, and the price of the new version of the Model 3 long range has been reduced to 271,900 yuan.
Yesterday Tesla cut prices, today Li Auto will immediately follow the price reduction, industry insiders expect that with the opening of the Beijing Auto Show is imminent, this year's auto market price war will continue.