MEGA lost for 40 days! The cheapest ideal car in history is here
Author | Li Dawei Source | Internet Brand Officer
In recent times, major car brands have released new cars more and more frequently.
Recently, Li Auto released its new model L6, which is also positioned as a medium and large extended-range SUV, with starting prices of 249,800 yuan and 279,800 yuan respectively for the Pro and Max versions.
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Source: Li Auto's official Weibo
As the first model of Li Auto with less than 300,000 yuan,
The L6 has been called the cheapest ideal car ever, and it's clear that it wants to run through this car.
However, in 2024, when the price war intensifies, the real showdown between major new energy vehicle brands may have just begun.
Shoulder
Porsche Cayenne?
"Ideal L6 is the most user-valuable product within 300,000 yuan, comparable to the Porsche Cayenne in terms of size and performance",
At the press conference of Ideal Auto two days ago, CEO Li Xiang said.
According to the information released at the press conference, at present, the ideal L6 has launched a total of two models, Pro and Max versions, with prices of 249,800 and 279,800 respectively, and it is expected to start mass delivery in May.
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Source: Li Auto's official Weibo
Compared with the previous model, L6 continues the family design style of Li Auto in the exterior and interior, and the three major pieces of the car in the new era, refrigerators, color TVs, and large sofas have naturally been retained, and the most intuitive difference is that the overall size is slightly smaller.
Other obvious differences are naturally in terms of price, after all, before the release of L6, Ideal has never set foot in the price segment below 300,000 yuan. Li Xiang, CEO of the press conference, said, "As the product becomes more and more popular, many friends want us to launch a model with a smaller size, more dynamic shape and more affordable price."
As the first model under 300,000 yuan under the ideal brand, and also the cheapest ideal car, after the MEGA suffered Waterloo, the L6 naturally became a volume model.
Ideal's goal for 2024 is to sell 800,000 vehicles, which was later changed to around 600,000. However, in the first quarter, Li Auto sold only 85,500 units, and the L6 has a heavy burden to achieve its growth target.
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Source: Li Auto's official Weibo
It is worth mentioning that before and after the release of the ideal L6, a large truck pinch test was also done. The L6 was hit by the truck behind and rushed into the bottom of the truck in front, but the ABC pillar was not significantly deformed, and the airbag opened normally, so it can be seen that it is still very low.
Can there be a fight in the Red Sea market?
As we all know, the price segment of 20-300,000 yuan involved in the ideal L6 is quite fierce.
For now, Tesla's Model Y is still the sales champion in this price segment. According to the data released by the Passenger Association, Tesla's Model Y sales in March 2024 will be 47,900 units.
At the same time, the performance of Huawei Wenjie should not be underestimated, in March, the new Huawei Wenjie car delivered 24,600 units in a single month, and the price was only 229,800 yuan after a limited-time promotion. Coupled with the eyesight of brands such as VOYAH and Leap, it is not easy to make a name for itself in this range.
Despite this, Li Auto came with its own brand new model, and the reason is, of course
The market space in the price range of 20-300,000 yuan is attractive enough.
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Source: Li Auto
Official Weibo
The relevant person in charge of Li Auto has said that the market space of 20-300,000 models is twice that of more than 300,000 yuan, and the retail sales of passenger cars at this price will account for 15.9% in 2023, with a broad market space.
However, in the face of such fierce competition, can the ideal L6 have the strength to fight?
According to the official, the ideal L6 is positioned as a luxury medium and large 5-seater SUV designed for young families, and still focuses on family and comfort attributes. Although it is the smallest model in the Li Auto family, the length, width and height of the Li L6 reach 4925×1960×1735mm, and the wheelbase is 2920mm, which is very similar to the size of the Porsche Cayenne.
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Source: Li Auto's official Weibo
From being the least optimistic about being a range-extended electric vehicle to becoming the most beautiful boy in the new energy vehicle market in 2023, Li Auto has proved the preference of consumers with practical actions.
In 2023, among the new energy vehicles priced at more than 300,000 yuan, an average of 3.3 out of every 10 vehicles are ideal cars. If you add the phrase "hybrid car market", this figure will increase to 5.6 units.
This is also why the expectations for the Ideal L6 are still quite high within Li Auto, with a target monthly sales of more than 20,000 units, and a monthly market share of about 10% by the end of 2024.
New energy vehicles, continue to scuffle
An obvious trend is that the auto market will be more volatile in 2024. Cui Dongshu, secretary general of the passenger association, also said that 2024 is a critical year for new energy vehicle companies to gain a firm foothold, and the competition is destined to be very fierce.
Starting from the beginning of the year, BYD Qin started selling at 79,800 yuan, and the major car companies have joined this price reduction army, saying that "there is no minimum, only lower" It is no exaggeration.
With
With the release of Xiaomi cars, the entire new energy vehicle market has fallen into a melee.
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Source: Xiaomi Auto's official Weibo
At the beginning of April, a number of car brands announced price cuts in a row. The price of the entry-level version of the M7 was reduced by 20,000 yuan to 229,800 yuan, the Xpeng G9 was reduced by up to 20,000 yuan for a limited time, and NIO launched a 1 billion yuan fuel vehicle replacement subsidy. In addition, brands including ZEEKR, Denza, Chery and other brands have launched different degrees of subsidies and preferential activities.
In the eyes of industry insiders, the reason why the domestic new energy vehicle market will enter a melee situation may be attributed to the following reasons:
First of all, the entire new energy vehicle industry has changed from the initial technology and market drive to investment driven.
Both local governments and various capitals want to participate in the development prospects of the new energy vehicle market, which has led to a sharp increase in brands in the entire industry.
Many car companies have launched a number of different brands in an attempt to further seize market share.
The second and more critical reason is that the new energy vehicle industry chain has become more and more perfect, and the entry threshold has dropped significantly compared with before.
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Source: BYD's official Weibo
The most intuitive comparison is the Faraday Future created by Xiaomi Auto and Jia Yueting. Both are Internet companies that have transformed into the automotive market, with the former taking only three years to launch a mass-produced model and remaining hot in the consumer market, while the latter has spent 10 years and still not many people have actually seen a real car.
It is not difficult to find that the improvement of the entire automotive industry chain has provided a great boost for Xiaomi to launch mass production models in a short period of time.
It's just that the market is now flooded with various new energy vehicle brands, and under the scuffle, the main theme in 2024 may be "price for volume". Predictably,
In the future, the polarization of the automotive market will be even more severe.
*Choreography |
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