The sales of the new car L6 are less than expected, and the ideal routine has been seen through!

When the frustrated ideal puts all hope on L6, will L6 be able to take on this responsibility?

On the evening of April 18th, the ideal L6 was officially released, originally thought that as the cheapest model under the ideal, the situation must be good after the release, but I didn't expect that the day after the release, the stock price of the ideal car fell sharply, down more than 7%.

On April 22, Li Auto started a big move again, announcing that all models (except L6) were reduced in price, with a maximum drop of up to 30,000 yuan, and it was affected by the price reduction factor of the whole system, and the opening of the day was opened, and the Hong Kong stock of Li Auto hit a new low, with a maximum decline of nearly 9%.

Xu is affected by the unsatisfactory sales and stock price, everyone found that Li Xiang, who has always been high-profile, has also changed the previous normal, for example, the ideal L6 press conference is a rare recording form, Li Xiang himself only made a 5-minute opening remarks, and as the "king of Weibo", Li Xiang has always kept a low profile on personal social media during the launch of the new car.

As for the ideal L6 that everyone is particularly concerned about, the ideal car also announced its sales performance, with 72 orders exceeding 10,000 units in seven hours, and the performance of selling more than 10,000 units in three days is still very eye-catching at first glance.

However, some sharp-eyed netizens soon discovered that the 72-hour order announced by the ideal L6 is a small order that can be refunded within 7 days rather than a large order as understood in the traditional sense, and the gold content of it will be discounted a lot.

It stands to reason that although the growth rate of sales of the ideal car has slowed down since this year, the overall performance is still quite good, the ideal L6 as the first model priced at 20-300,000 yuan of the ideal car, why not only did it not usher in the explosion situation, but it did not meet expectations?

First, the ideal sees the wrong market and positions itself wrong.

The price of the ideal L6 has come to the price range of about 250,000 yuan, although 20-300,000 is the mainstream market of automobiles, with the most users, but correspondingly, the brands that have entered this field are also the most, and the competition is quite fierce. Not to mention the ideal L6 when it was not yet on the market, it was frequently compared with the new M5 and M7, and the pure electric car also has Extreme Krypton 001, Extreme Krypton 007, Xiaomi SU7, Tesla Model 3, Tesla Model Y and other models, which are not just as simple as volumes, it is simply a "fairy fight".

And different from the market users in the price range of more than 300,000, users at this price pay more attention to cost performance, so throw the ideal L6 into this pile of products, and only get a "not up or down" evaluation in terms of cost performance. Therefore, don't look at the market of more than 300,000 is not easy to do, but the main players of independent brands are basically only ideal, Weilai and Wenjie, and the ideal still has a great right to speak, and it is still in the safety zone of the brand, once it gets out of this safety zone, it is another matter.

Second, the nesting doll design is suspected of cutting leeks.

Although the ideal L6 has been regarded as a price drop in the ideal full range of products, this does not prevent users from evaluating it as "cutting leeks". In other words, the pricing of the ideal L6 is still high. For example, the late ideal L6Nezha L, which was listed in a few days, also achieved the configuration of the refrigerator color TV sofa, but the price was pulled to 120,000 levels, and only 136,900 yuan can buy a pure electric range extension car with a range range of 310km, so in comparison, do you think that the ideal L6's 249,800 yuan is a bit of an IQ tax?

Moreover, the nesting doll design of the ideal L series not only makes users lose their freshness, but also allows users to clearly recognize that the price of the ideal L6 is still inflated. For example, the four cars of the ideal L6 series have at least 50% of the common rate of appearance, interior and power components among them, which shows that the cost of the ideal L6 in terms of design, research and development and manufacturing is not high. Combined with the gross profit margin performance of Ideal Auto in 2023, which is much higher than that of the whole industry, everyone knows how profitable it is, so it is not surprising that after the price of Ideal L6 is nearly 250,000 yuan, it is considered a "leek car".

So at the end of the article, the editor asks you another question, is the price of the ideal L6 expensive, is it worth starting? Is there a chance to bring the price down in the next few months? What do you think about this, welcome to leave a message in the comments and discuss.