On April 22, Li Auto announced a price cut, including the price reduction of all L7, L8, L9 and MEGA models, while the newly launched Li L6 did not participate in this event. It is reported that the price of L series will be reduced by 1.8-20,000 yuan, and the price of MEGA will be reduced by 30,000 yuan. However, Ideal did not backstab old car owners this time, and will provide cash rebates to owners who have mentioned the 2024 Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA.
You must know that Li Auto has maintained the position of the sales champion of the new car-making force before, and now it has to be involved in the ranks of the "price war", which shows how severe the market environment it is facing. In the past March, Li Auto delivered 28,984 new cars, far less than the 50,000 delivery level estimated by Li Xiang. At the same time, Li Auto also announced that it had lowered its full-year sales target from the previous peak of 800,000 units to 56-640,000 units.
However, based on the current sales situation, at least 480,000 units will be delivered in the next nine months to reach the minimum target of 560,000 units for the whole year. This means that the average monthly sales will exceed 53,000 units. And this is almost the pinnacle of Li Auto's previous achievements.
If Li Auto wants to return to the achievement of 50,000 monthly sales, the price reduction does not seem to play a big role. It really depends on the new ideal L6 to stimulate the increase in sales. However, it is worth mentioning that as the model most dependent on the sales of Ideal Automobile, when the ideal L6 was launched on April 18, Li Xiang appeared in an unofficial recording and broadcasting mode, which was gradually distancing himself from the previous Li Xiang who "scolded Fang Xuan" on the Internet.
Li Xiang seems to want to escape from the center of this whirlpool of public opinion, but the ideal L6 cannot lack attention for the ideal car. And since Li Xiang began to "go silent" on March 2, Li Auto's sales seem to have begun to decline. This also seems to further lead to the fact that the Ideal L6 is not very loud after its launch, and it is also reflected in the number of orders that are also less than expected.
According to the official data released by Ideal Auto, the ideal L6 has exceeded 10,000 in 72 hours on the market, not to mention how much "moisture" there is in the official report card of the ideal, even if it breaks 10,000 in 72 hours, there is a huge gap with the performance of Xiaomi SU7 when it was listed.
In fact, the volume of the ideal L6 after its listing was affected, not only by the pressure of public opinion after the listing of the ideal MEGA, but also the fierce market competition it faced was completely different from the situation faced by the ideal L8 and L9. You know, there were very few extended-range models in the range of 30-400,000 yuan, and the arrival of the ideal L series quickly made up for the gap in the market, and the product strategy of "refrigerator, color TV, and large sofa" quickly won the favor of family car consumers.
Now the ideal L6 has entered the price range of 20-300,000 yuan, and the strength of the competitors it faces is also good, such as Lynk & Co 08EM-P. The Nezha L, which has just been launched, has lowered the price of a mid-size extended-range SUV to less than 130,000 yuan. Of course, the new M5 that was just launched on April 23 is also its biggest enemy, with a price range of 249,800-279,800, which has achieved an increase in allocation and a price reduction, further filling the competitiveness. The official launch of the new M5 will further test whether the Dading data of the ideal L6 can be truly translated into actual trading volume.
Write at the end
On the surface, Li Auto's entry into the downward channel is due to the launch of the Li MEGA, which has not won recognition in the high-end pure electric market, which has put pressure on L-series models. From an in-depth perspective, the road to success of Li Auto is easier to replicate, although the range extender track is becoming more and more crowded, and the core competitiveness of Li Auto has been significantly diluted.
Although Li Auto has become the first brand to achieve profitability among the new car-making forces, there is still room for further price reduction, but if Li L6 cannot effectively open the market, then Li Auto will inevitably face a greater crisis in the future.
(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source: Wenwu Lane, the author of this article: Hefeng, personal opinion, for reference only)