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李想认错：MEGA拖累理想大盘｜ 深网

李想认错：MEGA拖累理想大盘｜ 深网

李想认错：MEGA拖累理想大盘｜ 深网

来源：

视觉中国

作者丨程潇熠   编辑丨康晓

出品丨深网·腾讯新闻小满工作室

短短10天时间，理想汽车创始人李想对MEGA舆论风波有了截然不同的看法。本已决定“用光明反击黑暗”的李想突然主动认错。

3月21日，李想发布以“如何解决理想汽车当下面临的问题”为题的全员信，复盘MEGA风波的本质原因和解决方案。

李想分析，MEGA的本质问题有二。

一是节奏不对，错误把理想MEGA的从0到1阶段(商业验证期)当成了从1到10阶段(高速发展期)进行经营。

言下之意，理想汽车在增程式方面已经完成了0到1，但MEGA是理想汽车的第一款纯电车型，还需要经历类似的0到1的过程。

另外，MEGA节奏的混乱，还影响到了爆款系列L车型的销售节奏，“主力车型理想L8甚至连店面摆放的位置都没有了”。

在全员信发布不久，理想汽车在港交所发布公告，由于销售订单不及预期，现预计其2024年第一季度的车辆交付量为7.6万至7.8万辆，此前交付预期为10万至10.3万辆。另外，今年以来，问界已连续两个月超越理想汽车成为新势力销冠。

问题二：本末倒置，过分关注销量与竞争，导致“用户价值和经营效率显著下降”。

李想在内部信中称，2024年3月的问题是理想2022年问题的加强版。理想汽车接下来要“实事求是，知错就改”。

自3月1日，理想汽车首款纯电MEGA发布以来，理想汽车股价几乎连续走跌。股价从3月1日的43.54美元/股跌至3月30日的34.08美元/股；市值蒸发超百亿美元。另受销量不及预期消息影响，理想汽车美股盘前跳水，截至发稿，大跌近7%。

李想认错：MEGA拖累理想大盘｜ 深网

理想汽车展厅的MEGA车

型。

来源：

视觉中国

据《深网》观察，舆论层面对李想认错的态度认可度较高。也有不少人认为MEGA的主要问题在定价，“便宜10万，马上有销量。”    

近几年来，理想汽车及李想本人对于突发事件的第一时间回应，往往都起了负面效果。

比如，在大众质疑理想L9空气悬架使用钢材未使用更符合定价的铝合金材料时，李想的反驳是，“强烈建议那些认知上觉得铝就一定好于钢和铁的网友们，把自己家房子的钢筋主结构都拆掉，全部换成铝的。”

虽然李想的回答不无道理，无论铝合金、钢材或者是碳纤维等，材料各有所长没有绝对高下，但李想言辞中将铝合金简写成铝，并将车用材料和房用材料放在一起比较的方式，甚至引发网友质疑，“所谓造车新势力的CEO，对车用金属材料的认知就这？”

再比如，还是悬架问题。2022年7月，央广网爆出理想L9试驾车急刹后疑似悬架断裂后，理想汽车的官方解释是，“重庆的试驾车是90公里/小时的速度冲过一个深度20厘米的坑，导致空簧内部的缓冲环破损。”而且，试制版和量产版不一致，实际量产版的缓冲环强度是试制版的2.5倍。

这一回应让原吉利研究院院长胡峥楠实名回怼：正常人会对着20厘米的坑高速行进吗？谁有胆谁表演一个看看。“性能不一样的试制件你制它干嘛？”，并对理想汽车的开发流程和质量管理提出质疑。

到了今年，李想在微博上对2023年的调侃反思，更是被无数网友诟病拿自家事故做调侃，不尊重当事人。

理想汽车如今是继

特斯拉、

比亚迪之后第三家实现全年盈利的新能源车企，去年年销量稳居国内新势力第一。作为行业领头羊之一，理想汽车或该考虑，在坚持理性决策及极致效率之余，也应当增加企业的温度。

以下为李想内部信全文：   

李想认错：MEGA拖累理想大盘｜ 深网

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