The ideal L6 has recently been launched, with a starting price of less than 250,000 yuan, which meets the psychological expectations of most consumers, and many consumers have reported that the gap between it and L7 is not so big. It's more than 50,000 yuan less, which is quite cost-effective. Correspondingly, MEGA, which was launched in early March, failed to make any waves. Perhaps the L6 will become one of the best-selling models in the second half of this year.
Compared with L7, L6 is closer to the average person
If L8 and L9 are customized for multi-person families, then L7 is for newlyweds or families of three, whose user base is actually closer to middle-class families, and their income and assets are not low. L6, on the other hand, is significantly closer to the average person. The price is the biggest factor, removing some useful but not so necessary features, such as air suspension, electric suction doors, etc.
The L7 and L6, which also have a two-row seat five-seat layout, are actually not that far apart. In terms of external dimensions, the length, width and height of L7 are 5050*1995*1750mm, and the length, width and height of L6 are 4925*1960*1735mm, respectively, with a difference of 125mm, 35mm and 15mm.
It looks like it's a lot worse, with a length of more than ten centimeters, but if you look at it alone, the body of the L6 is still the standard for medium and large SUVs. The legroom part of the rear row, if you compare it head-on, can definitely distinguish the high and low, but when it comes to comfort, it is actually not much reduced.
The interior is exactly the same, it is the set of things we are familiar with, the chip is the latest 8295P, 15.7-inch central control and passenger screen, small instrument with integrated steering wheel, HUD, Nappa leather, wireless charging, refrigerator, panoramic sunroof. In terms of intelligent driving, the ideal AD Pro, or AD Max.
The power is still the range extender system, 1.5T range extender, 300kW dual motor, 36.8 degree battery, compared with the L7 battery and motor are a little smaller, but the pure electric range and performance have not changed much, after all, the body is smaller, and the efficiency has become higher. However, this time it is a lithium iron phosphate battery, and some users may be more mindful.
Let's just put it this way, 50,000 yuan in cash in front of you, let you give up the air suspension, the second row of screens, the power and battery life are a little worse, the space is reasonable, most people should be excited.
The ideal L6 is here to put out fires
If it is not the ideal ONE, the ideal from L9, L8, L7 three cars, to the release of MEGA, there is an interval of almost 2 years, I thought that I could rely on MEGA to hit sales again and win the high-end MPV market, but I didn't expect a serious loss. Subsequently, after an interval of less than 2 months, Ideal came up with the most entry-level model - L6.
Just a few days after the L6 was launched, Ideal announced a price reduction for almost all of the series, with a price reduction of up to 30,000 yuan. Take L7 as an example, the entry version was canceled, and the Pro was sold as the entry version, which still started at 301,800 yuan. The reasons for the price reduction must be varied, but the purpose must be to sell a few more units, no company says that it is to give everyone benefits, and the price will be reduced if it loses money, and it is a routine to say so.
To sum up, we can see that the purpose of the ideal operation is to increase sales and maintain the moat stacked with sales. So many people say that the ideal L6 is here to fight fires.
Unlike many people's concepts, the earning power of high-end cars is often not as good as that of low-end cars, but the premise of all this is based on the volume of low-end cars. The Ideal L9 sold well, so they have the healthiest cash flow among new cars. Once the high-end car is in volume, the speed of making money is much faster than that of the low-end car. However, since the beginning of this year, the ideal sales results have obviously been weak, and they used to be particularly keen to release sales results, which began to die down last month.
Can the ideal continue to be popular this year?
In terms of the current ability of the ideal, it is no problem to survive, and even live better than several others, but it is not certain whether it can be popular. MEGA is a personal self-realization of Li Xiang, he built a car that he thought would meet everyone's needs, but it fell so badly that L6 marketing, which is actually more in line with the needs of the public, is very cautious.
The suspected internal PPT released before shows that the Pro model is priced at 259,800 yuan, which is actually a smoke bomb, see how the market reacts, and give everyone a preventive shot. It is the same reason that Mr. Lei said that Xiaomi SU7 is a bit expensive. If the price is lower than this after the listing, then some people will think it is a good deal.
Ideal understands marketing, it can be said that before Xiaomi came in, Ideal was the brand in the car circle that best understood what marketing could bring to a car company. The boss is to make the Internet, and make a vertical website for automobiles, what do users need, how can users accept their own products, that is the door clear. But blind self-confidence, that is the beginning of destruction, fortunately, the ideal precipice reined in, show sincerity.
If nothing else, the ideal L7, L8, and L9 cars can still sell well for a while, after all, this price reduction has really improved the cost performance. But in the long run, the ideal core competitiveness is slowly losing, and everyone has a refrigerator sofa and a large color TV. And if L6 can have a steady sales growth in the future and become the sales pillar of the ideal brand, then it is very likely that the ideal will continue to stay at the table.