Is it expected to be 100,000 cheaper than Tesla? The release of Ledao L60 leads to which anxieties

Luka cars

2024-05-16 17:30Published in Beijing Automotive Creators

There are two types of car conferences now, one is the previous one, and the other is the Lei Jun style.

The characteristics of Lei Jun's press conference are that he talks less about his own technology, and mainly talks about his differences and functions, so that ordinary people can understand.

The characteristics of the traditional press conference are that they mainly talk about their own technology, mainly about how leading they are, and they are a little self-congratulatory.

After the meeting, as well as the interview the next day, it was a typical Li Bin-style habit of not announcing the number of orders, and Ai Tiecheng said that "far exceeded expectations". As for why it far exceeded expectations, those who know Li Bin understand it, and it was revealed that Ledao would use the BAAS power rental model, although it was not mentioned in the press conference on the same day and in the interview session the next day. However, there is no doubt that this is Li Bin's core killer.

After watching the press conference of the Ledao brand and Ledao L60 on the spot, it is easy to summarize the corresponding keywords:

Anxiety; 2. Cheap; 3. Can't fail; 4. Li Bin-style involution.

Bottoming out the 150,000 yuan Ledao L60? It's a real anxiety for everyone

For a long time, selling anxiety has been a neutral and negative word, but this time it was used in Li Bin, Ledao, and Ai Tiecheng, the owner of the Ledao brand, which can be translated as "bright and scaring people", which is a neutral preference word. not only shouted a price of 30,000 yuan cheaper than Tesla like Lei Jun, but also buried easter eggs everywhere in the car.

Most people can understand one thing, in the main home scene, the characteristics of Ledao compared with existing products include:

1. Safety is the main selling point, Ai Tiecheng's first introduction is security, and at the full press conference, the introduction and analysis of security took the most time. The most prominent point is that it is 4 times higher than the national standard test standard for rear-end collision safety, and Ledao is 90km/h 70% offset rear collision, which is a user concern in today's automobile circle, but there are very few car companies that specialize in doing it and taking it out;

2. Optimization of space,Ledao L60 respectively pulled on Model Y and RAV4 to compare,In view of the fact that 2 1.83m twin men can raise Erlang's legs in the front and rear rows at the same time,This form of expression is also rare in the industry,The effect of user perception is also good。

When the press conference finished talking about safety and space with heavy pen and ink, it suddenly made people feel like they had traveled to the Volvo press conference, especially when Ai Tiecheng began to use long-lasting silver ion antibacterial materials in the car at this time;

3. There is not much about the intelligence in the car, and the intelligent driving outside the car talks about "no lidar", "the layout of the perception hardware is basically the same as that of NIO NT2.0", "use 4D millimeter wave radar to match and perceive stationary objects under high-speed road conditions", plus release a long intelligent driving demonstration video, telling everyone that Ledao L60 has urban NOA at the beginning;

4. As well as the part about driving, they include the battery life that has been warmed up for a long time, low energy consumption, and the chassis tuning that was suddenly brought out at the press conference. In the end, the report card was handed over, after a large number of optimizations in the wind resistance of the whole vehicle, the use of 900V, the use of new Sic and electric drive, the entry range of 555km, the advanced 730km, and the longest 1000+ km. The energy consumption per 100 kilometers is slightly lower than the Model Y's 12.5 kWh, to 12.1 kWh.

5. The optimization of the design is also a highlight, through many details of the rear, side, and front of the car, it has successfully changed the situation of "similar to the Model Y". After seeing the actual car, in fact, it also ended a previous online discussion, that is, how much does Ledao L60 have to do with NIO EC6, but we should talk about how much Ledao L60 has to do with NIO ET series sedans, and whether it will bring benefits in handling.

After reading all of the above, plus the pre-sale starting price of 219,900 yuan, and then continue to further superimpose a deposit of 2,000 yuan to deduct 6,000 yuan for the purchase of a car, and before the listing in September, it can be reduced by another 4,000 yuan, and old users of Weilai can get 30,000-50,000 points when they buy Ledao L60, which is equivalent to 3,000-5,000 yuan, and the final 100 million yuan charging and replacement subsidy.

In the end, the current visible price of Ledao L60 is at most 40,000 yuan lower than that of Model Y. Of course, in view of the fact that various car companies will now continue to give gift packages including replacement, finance, insurance, etc., at the press conference, the lowest official entry price of Ledao L60 has clearly pointed to 200,000 yuan, there are many models, but there is no clear order of the market.

Of course, this is just something on the bright side, and continuing to dig deeper is what makes the rim and consumers anxious at the same time, as follows:

1. With a natural background of being the second in the industry (NIO is the first), and there are 1000+ battery swap stations at the beginning, BAAS will definitely be on Ledao. On the NIO model, BAAS can lower the price of the car by 7-128,000 yuan, if this also happens to Ledao L60, referring to the current pre-sale starting price of 219,900 yuan, it will directly rush to 150,000 yuan, the same range as Honda CR-V, and a little further down, it is Changan, Geely and other domestic SUVs;

2. talked about battery life, but did not specifically talk about battery capacity, talked about the intelligence in the car, the screen of the cockpit, but did not talk about ecology, chips, and other expansion gameplay like at the Weilai press conference. There are still more than 3 months to go before the official listing in September, and the market can be deeply involuted to fight, and Li Bin can make a decision after reading it. And the rules of decision-making are also very clear, and the space for Ledao to increase the size is actually not large, because it cannot hurt the basic disk of NIO.

In short, all this is enough to make the Chinese auto market full of anxiety. On the consumer side, it is a kind of anxiety of happiness under waiting, in order to avoid the missed outlet of NIO ET5 back then, Ledao L60 will be ready to explode production capacity when it is launched. The anxiety on the industry side is the anxiety that is not easy to keep up with the rhythm of Ledao.

In the SUV market within 250,000, who will be deeply anxious?

The first is naturally the anxiety of entry-level luxury brands, followed by the anxiety of 15-200,000 yuan of joint venture brands, and the anxiety of technical schools such as range extension and plug-in hybrid.

For example, just after talking about safety and home, some people have begun to compare it with Volvo, and the naked price of the fuel Volvo XC60 entry-level model is now only 290,000 yuan, which is 70,000 yuan more expensive than the pre-sale price of Ledao L60;

Then there is the possibility of leaving all the suspense brought by the BAAS model, there is a precedent for the price of NIO cars to be reduced by 70,000 yuan, and many NIO users are now very accustomed to 780 yuan/month rental battery, Ledao's battery is smaller, and the rent will obviously be less, to calculate the thinking path of how much money can be saved in the whole life cycle. Yes, fuel vehicle users within 200,000 yuan need time to change their cognition and consumption habits.

However, Ledao's continuous mention of RAV4 at the press conference is actually a hint and embedding. For example, under the overall cost of use, it ultimately saves 10,000 yuan a year compared with RAV4 and college tuition for 5 years, which is also attractive to budget-conscious people.

Finally, it is actually the PK of the new energy market segment.

People who extend the range, plug-in hybrid, pure electric people, and battery swap people now have innate differences in the choice of thinking paths. The usage habits of the first two are more inclined to oil cars, and they don't want to have too much range anxiety and need more peace of mind. NIO's battery swap network does have its own moat and advantages, but for household consumers, if the coverage of the construction is not enough to universalize, it is too difficult to affect the mind. NIO's own sales reflect the process of changing from quantity to quality.

The good news is that in 2025, the number of battery swap stations in the world will exceed 4,000, and the number of Ledao users will exceed 2,000. In other words, it can generally achieve the current use effect of NIO, at least it solves the link of running high-speed and rapid energy replenishment in the country.

Of course, many things will continue to ferment about Ledao.

For example, the BAAS model and the subscription model of intelligent driving are an obvious challenge to the cognition of people within 200,000 yuan. In the electronic consumer market, the cracked version and the green version are prevalent, and the paid members of the major apps mainly rely on delivery, which is a kind of mindset. You've already spent money on a car, but you still need to continue to pay for some of the features.

Although a few people have adapted and accepted this, the majority of the population is not buying it now, and in order not to harm the interests of NIO users, the subscription model will still exist. Unless, the dual brands of NIO and Ledao all cancel the smart driving subscription.

For example, although it is 900V, the peak charging power is 200kW, which is due to the limitation of LFP lithium iron phosphate battery. Users with parking spaces and home charging piles are naturally not very concerned, but in cities and areas with insufficient infrastructure, this will become a certain possibility of persuasion.

In short, the next situation has become, with 10 years of technology research and development, manufacturing system reserves, in the face of price wars, can no longer maintain a high cold, a series of technical reserves applied on Ledao, the three electric capacity is better than Tesla, the price is much cheaper than Tesla; In terms of intelligent capabilities, it is necessary to wait until the actual car arrives before verifying, but after all, there is no pure-blooded Huawei within 200,000 yuan, and the first echelon can stand; Battery swapping, BAAS, etc. are all unique moats, but it is obvious that Ledao users or the elite and open-minded class will buy first, and there are opportunities to break the circle, but there are also difficulties.

It is necessary to recruit a new sales team, to lay out a new sales network, to continue to spend a lot of money on battery swap stations, to maintain capacity utilization, and to deal with dozens of car companies at the same price to continue to reduce prices and roll in.

Money is needed, more cooperation is needed to complete flowering and fruiting.

Write at the end

In short, the emergence of Ledao is a good thing for the current automobile market.

It is no longer a simple and crude meaningless involution, if Ledao can be quickly formed, then at least it can bring the atmosphere of the car market better, and fight whose bottom line is higher, technical reserves and manufacturing system are stronger, rather than who can squeeze the cost more. Or if the cash can't be sold, hurry up and change the name, change the shape, and change the way to continue to reduce the price.

There are many challenges left to Li Bin's team, the most obvious is how to determine the price and configuration, which can ensure sales growth, but does not impact or slightly impact the vital interests of NIO's existing base, after all, the two have many of the same operation and thinking patterns.

Of course, the most important thing is the price, there are still more than 3 months before the official launch time, in the current market environment, it is necessary to give continuous stimulation, even if the Xiaomi SU7 is pouring traffic, it is also encountering the scene of 40% refund in the early stage.

View original image 303K

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

•