Is the ideal "ideal" broken?

Source | Tech Planet

Wen | Qiao Xue

The new pants band has a song, "No ideal people are not sad".

Today, for the owner of the ideal car, this lyrics seem to be fulfilled:

On September 1, the ideal car announced that the ideal ONE model was reduced by 20,000 and discontinued production. The previous news did not inform the owner in advance. The sudden production discontinued information caused a strong protest from the owners of the original price.

So, there was a dramatic scene, the ideal car owners wearing the "sickle cut leeks" cultural shirt, holding a handle of leeks, making a lot of ideal cars, shouting "ideal ideals, false publicity, fraudulent consumers."

There is also the owner who takes the black word "ideal and routine, separated by an ideal One", "riders talk to ideal, but ideal to the car as a fool" is surrounded by the car, and the founder of the ideal car Li Thinking of his hometown, Hebei Shijiazhuang's street protection. For a while, ideal became synonymous with "cut leeks".

In order to achieve the performance of more than 10,000 monthly sales, the ideal ONE has been used for two years, but it has caused the market and users to question it, but in just dozens of days.

From the data point of view, August Ideal had the most ugly answer sheet and delivered 4571 ideal ONE, a year -on -year decrease of 51.54%, and sales were cut. The stack of the recent "referred to the suspension of leeks" storm, the ideal was pushed to the forefront of public opinion.

In fact, the ideal performance of the ideal car last quarter is not optimistic. The loss has expanded without the loss, and the growth rate has decreased significantly. It is a signal of market feedback. "Ideal", this dream of this one is gradually broken.

The ideal ONE is discontinued, the bicycle loses 170,000, and the "ideal family" crying

In early July, the owner Li Ran paid a 5,000 yuan deposit to order an ideal ONE car, which was priced at 349,800 yuan. At the time of purchase, Li Ran asked the sales specifically. Does the company have a new car launch plan? Several sales have stated that there is no such plan and guarantees the unified price of the country without price reduction.

In mid -August, Li Ran successfully lifted the car. However, after half a month, the ideal car announced that the ideal ONE will be upgraded to discontinue production and discounted 20,000 yuan for sales. Li Ran told the TECH planet that "this is simply fraud."

Another car owner Zhou He, after learning that the ideal car ONE was going to stop production in less than a year, drove the car to the second -hand car market evaluation, and the evaluation price was about 200,000. The price is 290,000 yuan. At this time, it was only about 4 months before he really used the car to pick up the car. In just a few months, the car depreciated nearly 100,000 yuan. Zhou He felt very angry. I will lose one -third of the money in less than a year, which is very unfair to old customers. "

The owner Chen Fang said that the update can be understood that the products of car companies need to be continuously innovated and improved, but they do not apply this way to deceive consumers. "When we place an order, we don’t want to find out the new model. We care about it. We care about it. Yes, the whole company, the founder, Li Xiang, to sell, it is a user who deceives us in the past six months, you can replace it, but you should inform them in advance to let consumers choose themselves. "

In just a few weeks, from the price reduction of 7,000 yuan to the discount of 20,000 yuan, to directly announced that the production was discontinued. No one thought that this ideal one that supported the explosive model that had been ideal for 7 years would eventually usher in the fate of discontinue production.

Tech Planet asked a used car dealer, the car dealer made it clear that there is no plan to acquire ideal ONE recently. The current price is 20 % off the fare. If the model is confirmed to be discontinued, the purchase price will fall 50 % off. In other words, a car owner who recently purchased an ideal ONE would lose about 170,000 yuan if he wanted to change hands.

In response to the demand of the ideal ONE owner, on the evening of September 3, the ideal car said that it will be the original "three -year traffic worry -free plan" as all ideal ONE users. Free traffic to ensure the car owner's car experience.

The six -year traffic has not been replaced by the owners' compromise. The common demands of the owners include: 20,000 yuan in cash compensation (equivalent compensation for oil cards, points, maintenance, etc.), equivalent to the right to buy L8 new car purchase rights right The right of life protection for the entire vehicle. At present, some car owners have told the TECH planet that the ideal way of ideal ONE is to compensate 3,000 yuan of oil cards.

On the black cat complaint platform, the number of complaints of the ideal car from 801 on September 2 reached 1753 on the 12th. At present, the processing rate is still 0.

It is also a new forces of car building. The method of the special time period for the colleagues to deal with the new and old alternation is quite relieved. The stone of other mountains may be used as a reference.

As the earliest batch of new vehicles, Weilai also faced the problem of replacement of old models. For example, when ES6 and EC6 were delivered, the delivery volume of ES8 became worse, but no "cash discount" promotional means were selected. , Maintain the product power of the old model.

As a new forces under Geely, the "pole", which has also faced chip updates, has no competitiveness of the old models. It ushered in the first round of sales.

At the beginning of the establishment of the ideal car, Li Xiang set up a grand concept of creating a third space and home for users. Even the ideal Slogan was "creating a mobile home and creating a happy home." Many ideal car owners believe that the relationship with users should be family members, but she is first broken by ideals. The best -selling myth of a single explosion is broken

The ideal ONE was born in 2019 and has been sold for 3 years. It has sold 200,000 units in 3 years. It was an ideal explosion. This car has become the title of China's medium and large SUV market. Stock and Hong Kong Stock Exchange. It is also the only one who supports the ideal car for 7 years.

The change happened this year.

According to the recent financial report released by the ideal car, the ideal revenue in the second quarter achieved operating income of 8.733 billion yuan, a decrease of 8.7%compared with the revenue of 9.56 billion yuan in the first quarter. The year -on -year growth rate of revenue in the second quarter was also the lowest growth rate of the ideal listing. In the previous quarter, the year -on -year growth rate of revenue was more than 150%.

In addition to the slowdown in revenue growth, the highest loss in a single quarter after the second quarter of this year was still the same, reaching a loss of 641 million yuan, compared with 236 million yuan in the same period last year, the loss increased by 172.2%.

You know, one of the most popular reason for the ideal of the ideal is that the ideal loss in the "Wei Xiaoli" is the least and even achieved the profit of individual quarters. The amount of losses in the first quarter was only 10.9 million yuan. It was 322 million yuan, and the losses in the second quarter were even twice as much as last year.

If the change in the second quarter can be attributed to the epidemic, the expected guidance in the third quarter shows more problems.

According to the ideal second quarter financial report, the expected delivery volume of the third quarter of this year has been set to 27,000 to 29,000 units, and the previous market is expected to be 39,000 units. In fact, in August, the ideal transcript was worse, ideal ideal, ideal ideal, ideals The car delivered a total of 4571 ideal ONE, a decrease of 51.54%year -on -year, and sales were cut.

In early August, Shen Yanan, the president of the ideal car, revealed that since the new L9 was released in June, the cumulative booking volume has exceeded 50,000, of which the number of ordering orders has exceeded 30,000; The order of ideal ONE is not affected by L9.

In September, it coincides with the first batch of L9 delivery time, but the expected sales are still not as good as before. All the signs seem to be explained. Today, a single explosion strategy does not work.

Li wants to worship Apple and admire Jobs' product philosophy, and hopes to turn the ideal car into a world -renowned company like Apple. Therefore, Li wants to advocate minimalist product thinking. At the time of, the ideal always relies on the single model and configuration of the ideal ONE.

Now, when the ideal ONE is stopped and the ideal L9 has not given the market greater confidence, the ideal has launched the L8 model. On L8, the ideal broke his standard thinking again. In the past, the ideal configuration was a single standard configuration, and the price was unified nationwide. According to Li Xiang Weibo, the number of L8 seats has 5 and 6 versions. Double Orin-X plus lidar, and Pro has no lidar, with high-performance chips, which has to make people think deeply. Ideally, I want to interrupt their previous single configuration routes, and lower their heads in front of the supply chain and cost.

In addition, according to data from the Hong Kong Stock Exchange, within 5 days, Shen Yanan, an ideal car executive director and president, sold 1 million shares, cash more than 90 million yuan. On the one hand, L9 and L8 released and delivered one after another, and the market confidence promoted to the outside world; on the other hand, it was a short -term cash -cashful behavior of being the president. The incremental market after the ideal ONE can be seen slightly.

Only by relying on the ideal of one model, I have to launch a number of models. According to the current sales data of July and August, even if you want to reach 27,000 units in the quarter, the sales volume of the second quarter will be flat. In September The delivery volume also needs to be 13,777, and this year's ideal is the best sold in June, and 13024 vehicles were delivered. In the face of unprecedented sales, coupled with the reputation in front of consumers, the sales volume may be in September. Even more ugly.

The ideal target of 2025 has been determined to become China's first smart electric vehicle company, accounting for 20%of the market share. At present, it seems a step away from Li Xiang's grand "ideal" realization.

Ideal internal and external trapped valley period

Who is the most popular extension SUV? The ideal ONE must have the name.

In the early days of the development of new vehicles, extension technology was not favored by the industry and counterparts. In the past, models such as BMW i3, Buick Velite 5, which have taken the same technology, have proven that the extended process is not the mainstream route and is not popular.

The failure of the first car in the early stage made Li want to quickly find the way to survive. At that time, some investors suggested that "you can invest in you, but the premise is to switch to pure electricity." This did not make Li Xiang not shaken. As the number one product manager of the ideal car, Li wants to observe that the inconvenience and endurance mileage anxiety of family cars to charging can make the ideal car clear the main processing technology. Later facts proved that Li wanted to bet on the right: focusing on a niche route to let him stand on the same level for nine consecutive months. The success of the ideal ONE shows that the market does have pain points. But the cruel fact is that in the past, the bonus of time was obtained by the extended threshold of the extension, and now it has gradually disappeared. More and more opponents of new forces have become difficult to stand out.

Since the beginning of this year, Changan, Nezha, self -traveling, zero -run, and Dongfeng have all been deployed in extended technology. In the low price range, on July 25, the first model of the Changan Deep Blue brand SL03 was officially launched, and the extended version of the model was priced at 168,900 yuan; on July 31st, as the new forces of today's new forces, the Nezha S was launched. , The extended version of the model is divided into 3 models, with a pricing range of 199,800 to 239,800 yuan, which is also very cost -effective. In addition, September, the self -traveling family NV, Zero Run C11, and Dongfeng's high -end off -road in September The first model of the new energy brand warrior will also be equipped with an extension.

If players in the low -cost interval cannot confront their ideals, then the "interrogation world" of Huawei's thigh tightly is an ideal and powerful opponent.

Compared with the 4571 cliff -type decline sales in August, the sales of the "Ask Realm" further achieved leapfrogging. The entire series of sales reached 10045 units. Among them, the "Ask Realm" M5 was delivered for half a year. The delivery was only opened on the 24th. Theoretically and actually could not deliver too much. It can be seen that the "Ask Realm" M5 supported by the broader market was still very competitive.

The "Ask Realm" M5 is directly targeting the ideal ONE. After the production is discontinued, the ideal does not have a product to fight, and the "Ask Realm" M7 is more like declared war with ideals. Some people in the industry revealed to the TECH planet that one of the major reasons for the ideal ONE product L8 to this year was also stimulated by the "Ask Realm" M7. At the conference call of the financial report, Li Xiang publicly announced that L8's listing time will be more advanced than the original expectations.

The ideal can no longer stay in the original comfort circle for a long time. There are only three months left this year. The ideal of the two new cars has been improved and delivered. It is a great challenge to the ideal car supply chain. The supply chain crisis exposed this year. I don't know if it will be reproduced.

On the other hand, according to the exposure information of L8, the appearance of L8 and L9 is extremely similar. In such a short period of time, two new cars are released, facing the suspicion of collision, and some of the owners of L9 have also fallen into a dilemma. Then tell the TECH planet that you have to wait for another.

The ideal abdomen is affected by the enemy. On the one hand, the internal and yellow problems cannot be differentiated; on the other hand, I have found the "daddy special car" route with less competitors, and the environment that goes smoothly. Now At the beginning of the company competing for the cake of the household market, the ideal advantage gradually disappeared, and the trust with consumers, the logic of a single explosion, the logic of the single burst, the ideal should be picked up again, but also relying on the future hard power.

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