The price of the whole system has been greatly reduced, and Li wants to give the opponent the highest standard respect
Up to 30,000 drops"
Author: Wang Lei
Edited by Qin Zhangyong
Even if it is the "range extension king", it will have to join the price war.
Early this morning, Li Auto announced two major events, one is to announce that the new Li L6 72-hour order exceeded 10,000 units.
And netizens are more concerned about the first one - the price reduction of the ideal whole system. Not only L7/8/9, but even MEGA, which has been on the market for less than a month, has also joined the army of price reductions, with a price reduction of up to 30,000 yuan.
After the news was issued, the prospective car owners were secretly happy, the old car owners were blindfolded, and the "ideal price reduction across the board" quickly appeared on the hot search, and the people who eat melons quickly gathered in place.
A year ago, when asked if the price would be reduced, Li Xiang said no. Now in the face of the market, we have to face the reality. Or affected by the news of the official drop, Li Auto opened 5.83% lower at the beginning of the session, and as of press time, it fell nearly 9%.
After experiencing the MEGA loss and losing a series of "Waterloos" for the championship, the ideal can't sit still. However, from the perspective of terminal products, the ideal product power is still there, and when the range extender king begins to lift the table, the domestic price war is bound to rise to another level.
01
The old car owner refunds the difference
Let's take a look at the core message of this price cut:
On April 22, that is, starting today, users who have not yet purchased a car and those who have already bought but have not delivered it will adopt the new price system.
The ideal L7 Pro is sold for 301,800 yuan, the ideal L7 Max is sold for 329,800 yuan, and the ideal L7 Ultra is sold for 359,800 yuan.
Previously, the price range of the ideal L7 was 319,800-379,800 yuan.
The same is true for the Ideal L8, with a price reduction of 18,000 to 20,000 yuan for all models.
The entry-level version of the L8 Pro is now sold for 321,800 yuan, which is 18,000 yuan lower than the previous 339,800 yuan, and the ideal L8 Max and Ultra are priced at 349,800 yuan and 379,800 yuan respectively, with a price reduction of 20,000 yuan.
It should be noted that the addition of the non-airborne L7/8 Air version, which was previously announced on March 12, has now been cancelled again.
According to insiders of Li Auto, this price adjustment, the Pro model has covered the original Air model price, and the L6 can also provide a good CDC suspension to meet the demand. Therefore, the L7/L8 will not be available as an Air model. ”
The L9 is reduced by 20,000 yuan for the whole series, and under the new price system, the ideal L9 Pro is priced at 409,800 yuan, and the ideal L9 Ultra is sold for 439,800 yuan.
As for the ideal first pure electric MPV MEGA, it will be directly reduced by 30,000 yuan, and the current price is 529,800 yuan.
The price reduction is a good thing, but another question that comes with it is that the new car owners have adopted the new price, what should the old car owners do?
The ideal is to absorb the lessons of the previous "backstabbing" of the old car owners, and the operation of this wave of ideal cars can be said to be full of sincerity - directly to the old car owners to pay money.
According to the announcement, Li Auto will provide cash rebates for owners of Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA, but it should be noted that it is limited to old owners of the 2024 model.
Although there is no specific cash back, many old car owners have posted the notice of cash back on the ideal car they received on third-party platforms.
Taking the ideal MEGA as an example, the cash feedback notice shows: "The model version is the same as the unified feedback amount of 30,000 yuan", and the ideal MEGA has also been reduced by 30,000 yuan before.
However, some car owners posted a cash rebate notice for the ideal L9Ultra, and the page shows: "The unified feedback amount of this model version is 15,000 yuan". However, it is worth noting that this time the ideal L9 series is all reduced by 20,000 yuan.
Not only L9, but also in the screenshots released by other car owners, it can be seen that the MAX of the ideal L7 and the Ultra of the L8 are all compensated for 15,000 yuan.
In this way, the ideal car is not necessarily a complete return of the price difference to give cash compensation, the probability is to be specifically combined with the preferential policies at the time of purchase to calculate, but from the current reaction of the old car owners, such an operation is definitely sincere for most of the friends
In addition, the page shows that while adjusting the price this time, a new time-limited rights and interests with a total value of 10,000 yuan have also been launched for new car owners, 5,000 yuan of free color options and 5,000 yuan of charging piles for free.
02
If you don't have to worry about selling, you have to drop
In fact, not long ago, the launch of the ideal new L6 laid the groundwork for the price reduction of the ideal whole series.
As the lowest threshold model of Li Auto, the L6 did not launch a more entry-level Air version, but directly started with the Pro version of the model, and many people discussed why not launch the Air version of the L6 at that time.
Now it seems that the official drop of Li Auto this time has been planned before the launch of the ideal L6.
And from the pricing of the ideal L6, we can also see the trend of price reduction, from the previous L8 and L7 pricing differences, before the price reduction of the ideal L7 and L6, the difference is close to 70,000 The price difference is inevitably a little large.
And the ideal L6, in fact, is already a price reduction. Liu Jie, vice president of the product line of Li Auto, previously said at the press conference that the original price of the L6 Pro version was 259,800 yuan, but after internal consideration, it was finally changed to 249,800 yuan.
In other words, the price reduction of the ideal this time is actually the official drop of the whole brand, which should also be the first clear official drop of the ideal since its establishment.
The source of everything has to start from the trough when Li Auto fell into a trough due to the failure of the pure electric model MEGA.
In the internal letter, Li Xiang reflected that the company mistakenly regarded the operation of Ideal MEGA from the 0 to 1 stage (commercial verification period) as the 1 to 10 stage (the high-speed development period), and lowered the internal sales expectations and desires.
According to the announcement issued by Li Auto on the Hong Kong Stock Exchange on March 21, Li Auto will update its delivery outlook for the first quarter due to sales orders falling short of expectations.
The revised ideal first-quarter delivery guidance of 76,000 to 78,000 units was lowered by about 24,000 units, compared to the previous delivery forecast of 100,000 to 103,000 units, and the full-year guidance was also lowered to 56-640,000 units.
As for the downward revision of sales forecasts, Li Auto explained that it "overestimated its own capabilities".
As for the sales forecast for the whole year of 2024, Li Auto's previous data was 800,000 units. This is more than double the sales of 376,000 in 2023. To accomplish this, Li Auto must sell an average of 200,000 units per quarter in 2024.
However, nearly a quarter of the time has already passed in 2024, and Li Auto has not yet completed one-tenth of the annual KPI, which is far from the goal.
Therefore, Li Auto had to adjust its sales target for 2024 to 560,000 to 640,000 units.
Not only is the rhythm of sales disrupted, but in today's environment of price war, the ideal is to reduce the price even if it is no longer worried about selling.
According to 36Kr's report, this price cut is a decision made by Ideal based on front-line sales feedback. "The internal pressure of competition is clearly different from last year, although the customer flow data is not bad, but the user's car purchase decision cycle is longer than last year, and the wait-and-see mood has become stronger. ”
In fact, the day before the ideal official announcement of the price cut, Tesla reduced the price by 14,000 yuan.
On April 21, Tesla, which had just raised prices for three weeks, suddenly announced a price cut. According to Tesla's official website in China, the price of the Model 3, Model Y, Model S, and Model X was reduced at the same time, and the price of the four models was reduced by 14,000 yuan for a total of 9 versions.
In particular, the starting price of the Model Y has dropped from 263,900 yuan to 249,900 yuan, which has set a new record low.
Moreover, Xpeng Motors announced on April 20 that from now until May 5, 2024, it will launch a time-limited car purchase subsidy of 500 million yuan, which basically covers most of Xpeng's models, including G9, G6, P7i, and 2024 Xpeng P5, a total of four models.
According to the statistics of third-party institutions, since April, more than 40 car companies, a total of 128 car series, have carried out price reductions or preferential adjustments, including 84 traditional fuel models and 44 new energy models, which is the first time in the history of the automotive industry that such a large-scale price reduction has occurred.
Obviously, after the loss of MEGA and the industry's price war, the sales of the L series were also affected, and the ideal must have a strong medicine. With this round of price cuts, the gross profit of the ideal car may be affected.
According to third-party sales data, it is estimated that between 550 million and 600 million yuan will be invested in the subsidy for car owners who have picked up the car.
Picking the factory, it's really going to be bloody.