The weekly sales invented by Li Xiang killed the ideal MEGA that only sold 800 cars a month!

Pick up the car

2024-05-23 17:58Published in Henan

The objective fact in front of the ideal MEGA is that this pure electric MPV, which has landed more than 600,000 yuan, may not be touched by other consumers except for more stakeholder groups who are buying.

According to the data, two months after the launch of the Ideal MEGA, its weekly sales were only about 150 units.

The weekly sales volume is a sales report created by Li Xiang in order to show the strong performance of the L series models, but the vehicle is a product that has accompanied consumers for more than ten years, and its own assessment cycle is extremely long.

Li wants to use the method of "weekly sales" to tell consumers that the L series has a strong right to speak, to shorten the time and cost of marketing, and to take every 7 days as a cycle, which has whetted the appetite of the consumer market.

But again, the market's assessment cycle for vehicles is very long, and Li Xiang does provide more selling points and topics for the L series by sending sales data four times a month, but in essence, the success of the L series products is essentially linked to its own product strength and the needs of users.

Compared to the L series, the MEGA is obviously not so lucky.

On the one hand, the price of MEGA itself is extremely high, more than 500,000, and considering the factors behind the high pricing, the purchase tax needs to be paid, its landing price has exceeded 600,000, which is an out-and-out high-end product.

On the other hand, as an MPV, more scenarios should be multi-person travel, or high-intensity travel, and it is obvious that the MEGA without an engine is not competent for the work of an MPV.

Although it is positioned as an MPV, it can't do the heavier work of MPV, so the sales performance of the ideal MEGA is not very good.

In fact, it is not only the sales problem of the ideal MEGA, but also the problem of pure electric MPV, how to make the MPV user group accept pure electric vehicles.

This in itself is a matter of wanting to reverse consumption habits and consumption scenarios, or users who choose MPVs will not consider the pure electric version anyway.

After all, no one wants to take out a few more hours to charge when taking the official seal in 800, let alone let a group of people wait for themselves to line up to charge when the family travels.

The main reasons for the success of the Ideal L series are as follows:

1. Although the pricing is high, it is not excessive, and the pricing of 300,000-400,000 yuan is the pricing of the entry BBA SUV market, which can convert potential users of BMW X3 and Mercedes-Benz GLC.

2. There is an engine as a range extender, although the fuel consumption is not economical, but it is characterized by no anxiety in the endurance, diversified use scenarios, pure electric travel in urban areas, long-distance fuel use, and there is no problem logically.

But these points of success are not visible on the ideal MEGA.

In other words, the ideal MEGA itself is a niche market, which has little to do with the design slots of the network, and more because of the pure electric MPV market it develops, which itself is a sector with low user demand.

So in terms of weekly sales, the ideal MEGA rarely appears, and Li Xiang changed the way to tell people that the ideal MEGA is actually not a mature model.

MPVs do need electrification to improve the problems of traditional fuel MPV power, high fuel consumption and poor experience.

But it only allows you to improve, not to let you completely discard the engine, itself MPV and sedan, SUV is not the same, MPV needs more tool attributes, whether it is for family or company use, you need to have as a car, more solid high-intensity car ability.

The reason why sedans and SUVs can better promote pure electric products is that there are really people who use these products to travel and commute to work, but driving a huge ideal MEGA to and from work every day is itself a violation of user consumption behavior.

After all, more companies need a product that can continue to output value, rather than a product that focuses on technology and electrification, and productivity tools must have the appearance of productivity tools.

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