Recently, the news that Li Auto was subject to a class action lawsuit by investors due to securities fraud has attracted attention. Investors accused Li Auto of overstating the market's demand for vehicles and the effectiveness of its operational strategy when it launched the MEGA model. As a result, it is unlikely that Ideal will deliver vehicles in the first quarter of this year as expected. Once disclosed, the aforesaid matters are likely to have a material negative impact on the Company's financial condition, and therefore, Li Auto's public statements during the litigation period in this case were materially false and misleading.
In terms of market performance, the ideal MEGA is indeed not very good, in March, this pure electric large MPV can still sell 3229 units, but in April, the sales of this car fell to 1145 units. It can be said that the first pure electric model launched by the ideal is difficult to say successful, and because this model was sued by investors as a class action, the price is indeed not small, and the successive adverse news is indeed a bit of a house leak and even rainy.
After the launch of the ideal MEGA, this car was "spoofed" by netizens P pictures and other methods, so that this car was associated with the "hearse". And this public opinion undoubtedly has a negative impact on the vehicle and the brand. Previously, according to sources, the ideal MEGA had a whopping 10,300 refunds within 72 hours of its launch.
In fact, if you want to stand out in the high-end MPV, the styling design is indeed very important, and it is actually the right thing to distinguish it from the traditional MPV, but the design of the ideal MEGA feels too advanced, and this bold design may not be easy to be favored by many family users.
As for the interior, although it is spacious, there is nothing new in the design of the ideal MEGA, which continues the interior styling of the L series.
In the current high-end MPV market, in fact, traditional fuel vehicles or hybrid models are more popular, such as the Denza D9 is a good example, this car has two systems, plug-in hybrid and pure electric, but the main sales force is indeed the plug-in hybrid version. And let's take a look at the MPV sales list in April, except for hybrid models, which are fuel vehicles, pure electric models do not account for any of the top ten. After all, whether it is a family MPV or a commercial MPV, it is common to go far away, and pure electric MPVs are not as flexible as gasoline or hybrid vehicles, and it does take time to charge them halfway.
The reason why the ideal L series sells very well in the market segment of more than 300,000 is that this car captures the consumption psychology of the middle class, with the advantages of large space, rich configuration, atmospheric styling, oil and electricity, etc., so that many consumers give up choosing BBA and consider buying ideal L7, L8 and other models. And it is precisely by relying on the L series that Ideal has always been a first-line brand of new car-making forces. However, it seems that it will be difficult for the Ideal MEGA to replicate the success of the L series.