Li wants to postpone the release of the pure electric SUV and the reason is exposed! Is the ideal only good range extension?

Snail Car Chronicles

2024-05-27 15:09Posted in Guangdong automotive creators

In fact, long before the release of MEGA, the news about the ideal M series pure electric SUV model was exposed. Everyone was very much looking forward to it at that time, what kind of pure electric works can the ideal of calling for wind and rain in the field of luxury range extender vehicles bring to everyone? However, a few days ago, Li Xiang announced: The pure electric SUV that was supposed to be released this year was postponed for a year and will not be released until the first half of 2025! We all know that the Ideal L series has brought them a lot of profits, and it is certainly not because they are out of money. So netizens were very puzzled about this matter, and the ideal responded that the product should be polished, and the existing stores could not be placed, etc., but in fact, the real reason was not this at all!

The first reason was that sales of the Ideal MEGA were not as good as expected, and the first full month of deliveries after its launch was in March, with a final result of 3,229 units. In Li Xiang's own imagination, the brand's first pure electric MPV with monthly sales of more than 10,000 units is such an achievement, many people analyze it because of the appearance turmoil, just wait for a while! However, in April, when public opinion had fallen, the price of the new car was reduced to 529,800, and the delivery volume was only 1,145 units. And the 3,229 units in March are still the orders accumulated before, so the results in April can basically see what the performance of this car is like after that!

You can see that the Beijing factory produces a dense array of ideal MEGA new cars, so there is no capacity problem. One thing to say, the appearance of MEGA is indeed very good-looking and eye-catching, as for what it looks like, it is just an inducement. If it doesn't sell well, the price is too expensive, although Li Xiang has been doing expectation management for everyone since last year, and keeps shouting that this car will sell for more than 500,000 yuan! But after it was actually launched, consumers found that the new car did not meet their expectations at all, there was no electric suction door, and the large car over 5.3 meters was not equipped with rear-wheel steering and other configurations. As the most important supporting for pure electric models, the ideal 5C supercharging station currently has only 357 seats, which is not reliable enough.

Tesla's supercharging stations next door are 2,300, the higher-cost NIO battery swap stations are also 2,420, and the charging stations are also laid out 3,850, so the gap is very obvious. It is said that if you prosper with this, you will die with this! Li Xiang ate the bonus of extended range, and did not lay out this in the early stage, but now it has become its weakness. Of course, it's not that the ideal is going to be cold, its blood bar is very thick, and there is enough capital to adjust it through trial and error. As the brand's first tram, MEGA is now also stepping on the pit for the cars behind, and Li Xiang has learned a lesson and must change his strategy. This is a good thing, the ideal adjustment speed in this regard is still very fast, as long as it goes another way to the dark.

The second reason is purely because of the appearance of the ideal MEGA, you can just look at the spy photos of M7/M8/M9, they can be said to be the MEGA variant. The front face is modified, and the side and tail are directly set on the existing design, ideally this is to copy the successful matryoshka experience of the L series to pure electric models! It can also be seen that their entire company should be quite satisfied with the appearance of MEGA, which is why they will make four stir-fried dishes in one dish. But now that it has failed as the first car, it will be difficult for the latter to run, so it can only buy time to change it first.

So ideally, this is a delaying tactic, after all, it is impossible to tell you directly that our new car has not yet been released is a failure, right? What can it do with another year? I really can't think of this, because the situation of MEGA and M series is different. As long as the former is willing to bring the price down and make up for it, it can still be rescued, but what if M7/M8/M9 has not been released yet? If your appearance is flawed in consumer psychology, everyone will naturally think that your pricing is not good, and there is still room for decline! So set a floor price or watch the market react to the price reduction?

But I think it's hard to either one, first of all, it's impossible not to make money, right, so the pricing is bound to be low. The constant price reduction is also the same logic, the long pain is better than the short pain, and the shareholders will not agree to the bloodletting all the time. So you can only change the appearance? It's also very difficult to operate, they are all about to be released, which means that the whole car is already fixed, unlike for example, I wrote a wrong word, just modify it. If it wants to change its appearance, it is equivalent to pushing it to the beginning, after all, it is the entire tail of the car that needs to be moved, not a taillight or a Logo. Anyone who knows a little about the car development process should know how pitty it is, so I said that it's hard to imagine what the ideal will do this year. However, it is Li Xiang himself who should have a headache for this question, and we will see the answer at that time.

Write at the end

The ideal has been smooth sailing for so long, and now it is a problem, and this time it can be solved or the object that makes others envious. If it can't be solved well, then the future development is difficult to predict, after all, no matter how good the L series is, they can't just rely on them to support the development of the brand, right? Therefore, the level of pure electric models must be rushed, and not making progress is equivalent to regression! What do you think about this? Do you have a good idea?

View original image 28K

• 

• 

• 

• 

• 

• 

• 

• 

• 

• 

•