The owner is angry!After 12 days of picking up the car, the ideal one reduced the price of 20,000 yuan!Company: It is a promotion, not price reduction

A few days ago, it was reported that the ideal ONE had a discount of 20,000 yuan and will be officially discontinued in October this year. This news aroused the dissatisfaction of some ideal ONE owners.

According to Sina's consumer service platform Black Cat complaint data, as of September 6, there were 1,293 collective complaints about "ideal cars with deception sales", with a collective processing rate of 0%.

The appeal information of the collector of the collective complaint "Don't take my chicken leg" shows that when it ordered an ideal ONE on June 30, 2022, the sales staff and automakers were unified. Related matters, asked the question, also said that there was no such plan and ensured that the national price was uniform and there was no price reduction. It picked up the car on August 19, but on September 1, the ideal car company announced that the ideal ONE car will be upgraded to stop production and discount 20,000 yuan for sale. At this time, it was only 12 days away from the owner of the car.

Picture source: Screenshot of Black Cat Complaint Platform

The above platform also shows that in the past 30, the number of complaints involving ideal cars has exceeded 1700.

Regarding the above situation, when the reporter of the Daily Economic News consults the ideal car sales staff as a consumer, the other party said: "The news of the price reduction and discontinuation of production is true, but because the ideal is its own factory, the ideal ONE accessories and after -sales after the production are discontinued Maintenance services will not be affected. "

Regarding the price reduction, the above -mentioned sales staff told reporters: "20,000 yuan discount is a car purchase subsidy given by the manufacturer. You can also understand it as a price reduction, but the vehicle warranty is not extended after the subsidy. The landing price of 329,800 yuan is purchased by a naked car. "The official car official responded:" The price of the ideal ONE is 20,000, which is the recent promotional policy, not the price reduction. "

Some of the opinions believe that the ideal car's complaints have been complained by the owner, which reflects that there are flaws in the relevant measures of car companies, and they have not been able to stand on the owner's position and make full considerations. The relevant price reduction measures also appear to be extensive, which has caused some car owners to dissatisfy.

In fact, as more and more car companies adopt direct sales models, similar incidents are not uncommon. For example, the 2020 Xiaopeng G3 launched two models with a range of 400 kilometers and 520 kilometers, and the price was basically the same as the old models, which caused some Xiaopeng Automobile 2019 G3 owners. Tesla did not inform customers when it had planned to produce domestic long battery models, causing customers to make a wrong purchase decision, resulting in the domestic standards of the domestic standards that have been picked up 60,000 yuan within more than a month.

The reason why many car brands use the direct sales model are mainly the advantages of this model. For example, compared with the distribution model, the direct sales model has a more fair and transparent price, making consumers' car purchase process more simple and convenient. The product itself and service. And car companies also avoid the negative impact of brands and products such as malicious competition in the market on the market by recovering pricing power. They can also grasp customer needs through direct transactions with users, so as to achieve a more quality service experience.

Photo source: Photo Network-500676938

However, the disadvantages of the direct sales model are also obvious, that is, car companies have abandoned dealers as a buffer session, and they lose their inventory while losing the flexible adjustment capacity of the channel itself. One of the reasons. Therefore, the direct sales model also tests the product definition and marketing skills based on precise user insights, especially for new forces car companies that are equally important in the previous sales volume as the user's reputation. Any "loss" on the top will be directly fed back to the brand image and reputation, so as to transmit it to the sales end.

As the first mass production model of the ideal car, the hot sales of the ideal ONE showed the ideal car's excellent product definition ability. According to official information, the ideal ONE has set a record of breaking 100,000 vehicles in the fastest vehicle model in China. In the past three years since its listing, the cumulative output of the ideal ONE has exceeded 200,000 units, becoming the first model of the Chinese brand that sells more than 300,000 yuan and produces more than 200,000 vehicles.

The ideal ONE only launched a single configuration approach also means that in the early stage, it took into account the challenge of the direct sales model to the "production and sales" system. However, some views believe that as new car manufacturers such as ideal cars have gradually entered the market expansion period, its existing service system may encounter a more severe test in the context of high user bases and multi -product.

According to the previous plan, the ideal car wants to realize the ideal L8 in September; the ideal L8 of the medium and large SUVs will be released in early November 2022, the release is delivered, and the six models of the six versions and five VIP versions are provided. Essence And the ideal ONE of merit models to discontinue production of users even if it is faced, it may be related to the existing capacity of the ideal car.

Picture source: Daily Economic News Map

At present, the ideal car has two production bases in Changzhou and Beijing in Jiangsu. Among them, the Beijing plant is still being upgraded. It is expected to be put into production in 2023. The annual planning capacity is 100,000 units; the annual planning capacity of the existing Changzhou plant is 100,000 The vehicle. The second -stage production capacity is currently expanding, and the annual capacity of the factory will rise to 200,000 after expansion.

In January 2022, the ideal investment of 430 million yuan in Chongqing took 1.1334 million square meters of second -class industrial land, which was regarded by the outside world as a signal that will set up a third factory in Chongqing, but the factory is expected to be officially put into production after 2024. This also means that the ideal car is now "overload". Official data show that the ideal car delivered about 75,000 units from January to August this year, an increase of 56.5%year -on -year. Based on the current annual capacity of 100,000 vehicles, its capacity utilization rate has been close to 113%.

The ideal car CEO Li Xiang once said in the company's internal email that the ideal car will get a market share of more than 20%of China's smart electric vehicles by 2025, becoming China's first smart electric vehicle company. Based on the total amount of the 8 million smart electric vehicle market in 2025, at that time, the annual delivery volume of the ideal car will be at least 1.6 million. Today, the target period for the ideal car is only 3 years. The ideal car is also accelerating the implementation of the product and the layout of production capacity. Whether the ideal car can achieve the above goals still needs to give the answer to the market.

Reporter | Editor Dong Tianyi | Sun Lei Lu Xiangyong Du Hengfeng

School pair | Cheng Peng

｜ Daily Economic News nbdnews original article ｜

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