On April 22, 2024, Li Auto launched the first full-price system adjustment since its establishment, and the four models of Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA adopted a new price system.
Among them, the price range of the 2024 ideal L7 is: 301,800-359,800 yuan, with a maximum reduction of 20,000 yuan.
The price range of the 2024 Ideal L8 is: 321,800-379,800 yuan, with a maximum reduction of 20,000 yuan.
The price range of the 2024 Ideal L9 is: 409,800-439,800 yuan, with a maximum reduction of 20,000 yuan.
The Ideal MEGA offers one model for sale, priced at CNY 529,800, down by up to CNY 30,000.
At the same time, the official provides car purchase rights worth 10,000 yuan for the above four models, including 5,000 yuan optional fund and 5,000 yuan home charging pile and installation services.
In the face of the price reduction of all Li Auto products, we can also see the competitive pressure and market share of the current domestic automotive new energy market. Although we do not know the reason for the price reduction of Li Auto, from the recent market performance of Li Auto, this price reduction may be directly related to the recent sales performance of Li Auto, the sales of the new model Li MEGA after its launch did not meet expectations, and the listing orders of Li L6 were not as expected.
First of all, from the perspective of Li Auto's overall sales, in March 2024, Li Auto delivered 28,984 new cars, a year-on-year increase of 39.2%. A total of 80,400 vehicles were delivered in the first quarter of 2024, up 52.9% year-on-year.
Although Li Auto still maintained a year-on-year growth, in contrast, AITO Wenjie delivered 31,727 new cars in March, and surpassed Li Auto for three consecutive months to become the sales champion of new car brands.
Secondly, on March 21 this year, Li Auto announced that due to sales orders falling short of expectations, the company now expects its vehicle deliveries in the first quarter of 2024 to be 76,000 to 78,000 units, which updated its previously announced delivery forecast of 100,000 to 103,000 units.
In this regard, Li Xiang, chairman and CEO of Li Auto, summarized two major reasons, the first is the rhythm of Li MEGA. The second is that Li Auto is overly concerned about sales and competition.
But in fact, the ideal MEGA did expose some problems in the sales problem, for example, in March this year, the ideal MEGA for three consecutive weeks of weekly sales of more than 1,000 units, but in April, it began to show a very obvious downward trend, April 1 - April 7 This week, the ideal MEGA weekly sales of 418 units, and April 8 - April 14 This week, only 265 units, compared with the previous week down 153 units.
In the end, although the ideal L6 gave a price range of 249,800 yuan-279,800 yuan, the overall price of the ideal L6 did not give a big surprise. And 72 hours after the launch, Li Auto officially announced the news that Dading exceeded 10,000 units.
Although it can be seen that the ideal L6 has also handed over a good large order, but compared with the explosive scene of Xiaomi SU7, the ideal as a model that the ideal car hopes for this year, I still don't know if it can achieve the expected results.
Written at the end of the article
In 2023, Li Auto delivered a total of 376,000 vehicles, a year-on-year increase of 182.2%, ranking first among new EV manufacturers, and this is also the first time in the history of China's new power car companies to exceed the 300,000 annual delivery mark.
In 2024, Ideal lowered its annual sales target, from 800,000 units at the beginning of the year to 56-640,000 units, but for Ideal Auto, there is still a lot of pressure, and I don't know whether the MEGA after the price reduction and the Ideal L6 that has just been launched can become a new growth point for Ideal.