[Cai Zhi Headline] The ideal ONE price is reduced by 20,000, and production is discontinued in October?Official reply: The news is true

The ideal car has recently fallen into the public opinion vortex of "cut leeks". As soon as the news of the price reduction of 20,000 yuan and the official suspension of production in October this year, a large number of ideal ONE owners defended their rights.

Earlier, many consumers watched the ideal L8 with currency, but in the ideal sales technique, the ideal just launched L9 this year, it is impossible to launch L8 again. Buying the ideal ONE is just right, and there is no need to wait for the car.

So the owner who waited for the ideal L8 chose, but did not expect to become a "out -of -print car owner" and the most watery leek.

Does the ideal one inform consumers in advance?

The staff of the ideal automobile service center responded recently that the news of the ideal ONE price reduction and discontinuation of production is true. The vehicle will officially discontinue production in October, and the after -sales service of the ideal ONE after discontinuation will not be affected. At the same time, the car's replacement vehicle ideal L8 will be officially released in November, and "will be opened for delivery in the month."

The ideal aspect also responded to the media that the ideal L8 is an ideal ONE replacement product. In the future, it will focus on the production and sales of the ideal L8, and the ideal ONE will gradually withdraw from the production line. As for the ideal ONE, the price reduction is 20,000, it is a recent promotional policy, not the price reduction.

On the evening of September 3rd, the ideal car issued the "Explanation of the Ideal ONE after -sales guarantee and software upgrade service" through the official app, which expressed that after the release of the ideal L8, the basic after -sales guarantee of the ideal ONE will not be affected. The owner's warranty commitments are promised to provide the original pure accessories for maintenance and warranty services during use. At the same time, considering that the earliest iden ONE owner of the car that has been lifted for nearly three years, the ideal car decided to be all ideal ONE users. On the basis of the original "three -year traffic worry -free plan", it will be given free of three years of traffic. 20G free traffic per month to ensure the car owner's car experience. For the ideal OTA software upgrade service, the software team of the ideal car will continue to develop and operate.

Before September, the ideal car founder Li Xiang began to disclose some information about the ideal L8. Li Xiang once mentioned that "don't buy ideal ONE at this stage of L8" "The ideal L8 model may be released earlier than expected time."

However, these sporadic states appeared in the comment area and financial report conference calls.

"Assault" before the production is a big promotion?

According to Times Finance News, on September 5, the ideal ONE owner Yan Hong said, "I booked a car on August 10, and the car on August 25. "" Less than a week, lost 20,000. "

Yan Hong said that the ideal sales of ideals before buying a car have repeatedly emphasized the high value preservation rate of ideal ONE. However, when he asked the new car ideal L8, the release and listing, the reply received was "L8 has no news, it will not be released in 2022. After all, there is L9, and it is difficult for L8 to bear such a large production pressure. ","

According to the news of the deep -distance team, after learning about the ideal ONE discount and discontinued production, the owner Leba asked for sales to verify that the sales said that they did not know what to stop production before. In order to be innocent, the sales also sent a screenshot of the internal chat to Leba.

The picture shows that on August 12, some relevant persons in charge reminded in an ideal work group with more than 200 people: "If a user asked L8, our unified reply is 'unclear'. There is a new information. Synchronize everyone, don't answer what you might guess yourself. "

At the same time, LEBA also called the ideal 400 phone. Later, the person in charge of the car's store contacted Leba, and the answer given was just to let the "equal headquarters processing plan". Sales are privately supported, let Leba call 12,315 rights.

"Consumers have the right to know, ideals should tell us the truth and let consumers choose." Leba told the deep journey that his anger is not to reduce prices or discontinue production. "".

Why does the product iteration upgrade frequently attract car owners to protect their rights?

According to the Black Cat Complaint Network, a collective complaint on the "ideal car's deceptive sales", as of now, the number of complaints has reached 991. The founder of the collective complaint "Don't take my chicken leg" said that he ordered an ideal ONE on June 30, 2022, which was priced at 349,800 yuan. When it comes to the upgrading of the vehicle, the suspension of production and price reduction, when asked about this question, it also said that there was no plan and ensured that the national price was unified and there was no price reduction. On August 19, after the car was completed, the ideal car company announced that the ideal car company announced that the ideal ONE car will be upgraded to discontinue production and discounting 20,000 yuan for sales. Various behaviors, there are problems such as deception, concealment, false propaganda, etc., causing my losses.

Coincidentally, on the car complaint online, there are also ideal ONE owners complaining about the idea of ​​concealing the vehicle's upgrade, suspension of production, and lowering prices. The reaction is also. The vehicle was not mentioned that the vehicle was upgraded to stop production and the price reduction related matters, and the relevant issues were mentioned. They also said that there was no plan. Soon after the car was mentioned, the ideal of the ideal ONE replaced production was discontinued, and the sales of 20,000 yuan were sold. In this regard, the owner who initiated a complaint also stated that this behavior has problems such as deception, concealment, and false propaganda, which has caused their own losses, requiring the ideal brand to return or compensate 20,000 yuan. It is worth noting that this is not the first time that the owner's rights have appeared because of the ideal ONE. In April of this year, many consumers set up the ideal ONE 2020 model. Before placing an order, store sales have repeatedly promised that there will be no change models in the near future, but on May 25th, the ideal one of 2021 ideal ONE was released. Compared with the old models, the new ideal ONE has comprehensively improved in various aspects such as assisting driving, battery life, and electric drive systems, but the price is only 10,000 yuan than the old model.

In the new forces of cars, the ideal is not the first to fall into a trusted dilemma by the product's improper processing.

In July 2019, Xiaopeng released a new 2020 Xiaopeng G3. Compared with the old models, the new models have been optimized in terms of battery life, intelligent assistance driving, and chassis, but the price has not increased significantly. Some Xiaopeng G3 car owners believe that Xiaopeng's sales intentionally concealed the listing time of the new car, which led to the new car of the old car owner became a "old car", and the relevant rights protection incidents were booming at the time.

Ideal in August sales sharply decreased

It is understood that the ideal ONE was released in April 2019. As of August 1 this year, the ideal ONE delivered a total of 194,913 vehicles. From the first release of the ideal ONE to the launch of the replacement product, the ideal car took three years.

Delivery data shows that in the past August, although the ideal sales volume decreased sharply, the delivery volume still reached 4,571 units. Among them, the ideal L9 did not begin to be delivered until the end of August. The main force of sales in August was the ideal ONE. Prior to August, the ideal ONE's delivery volume exceeded 10,000 for three consecutive months.

The reason for the sharp decline in sales is that on the one hand, it has been snatched by its ideal L9, and internal competition has been formed. On the other hand, the option of asking the world car in the extension hybrid market, and the market share has been further divided.

This time, the information of the ideal ONE once again caused the rights protection incident again. Obviously, the ideal car was not selected at this point at this time of price reduction sales. At the same time Thus, it only allows consumers to reduce the reputation of the ideal car in the market again.

There are traditional car companies dealers that in the direct -operated model of new forces, manufacturers and direct stores are a family, and the communication between the two parties does not need to coordinate the parties in advance like the dealer model, or consider the inventory of the store The problem, with new products, a manufacturer's instruction can make direct stores on sale. In this case, if the manufacturer suddenly decides to stop production or sell a car, it is possible to temporarily notify the store.

Cui Dongshu, Secretary -General of the Federation, believes that the ideal ONE is discontinued and launched the ideal L8 for replacement. The replacement of this model is a product planning strategy adopted by the car company according to its own situation. This is also a reasonable approach to stop production of ideal ONE and accelerate the update of the product. However, the relationship between product sequence updates and maintaining the feelings of old car owners must be balanced.

Picture source: ideal car

If this time it is not troubled by the original customers, it is undoubtedly worse for the ideal car, and the brand trust will decline directly. And in the past, the after -sales maintenance costs of vehicles will be greatly increased, and whether the current official compensation plan is reliable, it is also unknown. In addition, the official direct price reduction of 20,000 yuan to clear the inventory, which also affected the second -hand car at once, which also affected the second -hand car. Price, harm the interests of old car owners. From this point of view, it is difficult to return to the top three of the new forces to return to the new forces by November.

In addition, this incident also launched alarm to consumers' friends, different from traditional car brands. Instead of selling models, it will not stop production in the same time. The sales of the hall, even in the Chinese market, have three generations of the same hall. However, the product planning of the new forces is not like traditional brands. It has changed its models a year and a few years. It has a clear product planning route. Therefore, before we choose all new forces brands, we must think twice, and the budget is good for various gains and losses.

(WeChat public account "Cai Zhi Headou" comprehensive self: China Securities News, Southern Network, Surging News, Interface News, etc.)

Edit: Fenghua

School pair: Yuan Kai

Review: Gong Zimo

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