The ideal ONE suddenly announced the price reduction and suspension, the owner did not agree

The price reduction and discontinuation of fuel vehicles are more frequent

But rarely heard of collective rights protection

Did the car company have changed, or did the owner change?

"I was cut by leeks so soon!" A ideal ONE owner who had just mentioned the car just mentioned in the car owner's group: "My appeal is to retreat 20,000 differences or replace L8."

The owner's demand resonated in the group. Soon, more than a hundred car owners participated in the group's dragon. "Visits", "Replacement of new cars", "Venture" ... the ideal car owner once again organized collective rights protection. In the eyes of the owners, the price reduction of the ideal ONE is about to discontinue the production.

Picture source: Screenshot of Black Cat Complaint Platform

At present, on the online complaint platform such as Black Cat Complaints, more than a thousand complaints on the "defrauding sales problem" of ideal cars have been performed; and offline rights protection complaints are also carried out simultaneously. On September 4th, 2021 ideal ONE owners hung a banner to protect their rights at the ideal car store in the ideal car store in the body of "ideal ONE car false propaganda deception consumer" and "ideal car company to deceive consumers".

The ideal car may not expect that the ideal ONE is about to stop production, discounts 20,000 yuan promotion, and launch a new car L8. These self -conscious "normal business behaviors" will cause the old car owner to resist such emotional excitement.

On September 6, an ideal sales told China News Weekly that the current discount of ideal ONE can reach 25,000 yuan. "Recently, the discount is large, and the ideal ONE consultation volume is high again." The above sales said: "To enjoy the discount is currently a good time to buy a car, the car pick -up cycle only takes one week. Ideal L8. "

The ideal wave of operations may also sound the alarm for other new forces car manufacturers, and at the same time, it also worsens doubts. After all, the renewal of traditional car companies has been quite frequent, and price reductions and production are also conventional, but few car owners have appeared. In recent years, whenever new vehicle manufacturers have reduced their prices or launching new models, they have frequently encountered the owner's rights to defend their rights.

Is the car company changed or the owner has changed?

The old car owner thinks it is "backbone"

"If you know that the ideal ONE is about to be eliminated, I will definitely not book a car." An ideal owner who booked a car in June said that he had asked the price reduction and replacement when booking. The unified diameter of business states that there is no such plan and ensure the uniform price of the country, and there is no price reduction. "The new car is reduced when it arrives, and it will be discontinued immediately. It feels deceived and the IQ will be insulted."

Picture source: ideal car

The ideal ONE official guidance price is 349,800 yuan. At present, a large price reduction promotion has appeared in the store. It can enjoy a cash discount of 20,000 yuan and 10,000 points. China News Weekly learned that the latest offers have reached 25,000 yuan. This promotional behavior has aroused the dissatisfaction of many ideal ONE owners, especially users who just mentioned new cars and believed that they were "backbone".

In the past few years, the ideal ONE was the only model under the ideal car. With the ideal car, with the large -scale SUV of smart electric in October 2018, it has formed a "three -legged" trend with the new forces of Weilai and Xiaopeng. On August 1st this year, 20,000 ideal ONE just launched on the ideal car Changzhou base.

In 2022, the ideal car plan ended the "one model to fight the world" and pushed the new speed to accelerate. On June 21, the ideal L9 was officially released. The founder, chairman and CEO of the ideal car Li Xiang praised this model. "The ideal L9 is the best home flagship SUV within 5 million yuan. Sex is not afraid of comparison with Curin. "

Recently, the ideal car released the new car information again. On September 1st, the ideal side revealed that L8 will be released in early November and the release of the monthly will be opened in the month. L8 is positioned as a medium and large intelligent luxury SUV. The overall size is slightly less than L9. It provides two models and two VIP versions. The ideal car official customer service said that the ideal L8 is the alternative model of the ideal ONE.

In fact, as early as a few months ago, there were rumors in the market that the ideal car was about to launch L8. The model was the "flat version" of the ideal ONE, but because it was not officially released, it did not attract widespread attention.

Moreover, these rumors were denied for a while. Many ideal ONE owners said that when they were confirmed with sales before ordering in June and July, the response was still "no price reduction" and "no production would not stop production."

Faced with the dissatisfaction of the owner, the ideal car issued the "Instructions on the Ideal ONE after -sales guarantee and software upgrade service" on the evening of September 3 (hereinafter referred to as the "Statement"), which indicates that after the ideal L8 release The guarantee will not be affected. The ideal car will strictly fulfill the warranty commitment to all car owners, and provide the original factory pure accessories for maintenance and warranty services during use.

The "Statement" also stated that considering that the earliest ideological ONE owner who has been lifting the car has been used for nearly three years, the ideal car decided to be all ideal ONE users. Based on the original "three -year traffic worry -free plan", it will be given to three years. The traffic is worry -free, 20G free traffic per month to ensure the car experience of the ideal ONE owner. For the ideal OTA software upgrade service, the software team of the ideal car will continue to develop and operate. Pain of product changes

Judging from the current information, the price reduction and decision of the ideal ONE are not like "premeditated".

After the official release of the ideal L9, there is already an ideal terminal sales that the ideal One cannot be sold. Many potential consumers of the ideal ONE began to hesitate between the ideal L9 and the ideal ONE.

This statement was confirmed by Shen Yanan, co -founder and president of the ideal car: We are also a little surprised to see that when customers go to the store to test the ideal L9, some customers who plan to buy ideal ONE models, finally chose the ideal L9 Essence

According to the data released by the ideal car in mid -August, the cumulative booking volume of the ideal L9 has exceeded 50,000, of which more than 30,000 yuan has been paid by 5,000 yuan.

Figure source: ideal car

Since the L9 was only opened on August 30, this also led to directly lead to the sales volume after the new model was listed. Data show that the ideal car delivered a total of 4571 vehicles in August, a year -on -year decrease of 51.54%, and a decrease of 56.14%month -on -month. The ideal car sales in August are basically the sales of the ideal ONE.

Faced with the weak market, the ideal method of choosing promotion to stimulate the market. At the second quarter financial report conference held on August 15, Shen Yanan confirmed that his terminal was conducting an ideal ONE discount of 7,000 yuan. On August 15, Li Xiang even responded to the user on his personal social account and said: "Don't buy one when L8."

However, the previous promotional activities obviously failed to ease the decline in the delivery of the ideal ONE. Immediately after, the ideal car increased its promotion to 20,000 yuan, or even a discount of 25,000 yuan today. In the next step, the ideal ONE, which cannot bear the pillar of sales, is about to stop production.

The analysis of Soochow Securities believes that the ideal ONE sales in August decreased in the same year, mainly because the 2021 ideal ONE is about to be replaced vertically. When the new and old alternation, the sales volume is not bad. Industry terminal demand is weak.

With the arrival of new products, the ideal ONE is slowly "falling out." Internal car insiders believe that the ideal ONE has been sold for many years. Although it has been performed for hundreds of OTAs, it still needs stronger products.

The ideal car performance report shows that the ideal car achieved revenue of 18.295 billion yuan in the first half of the year, an increase of 112.4%year -on -year. However, its operating loss in the first half of the year still reached 1.392 billion yuan, an increase of 47.5%compared with the same period last year, and a net loss increased by 9.5%to 652 million yuan. This means that the ideal car does urgently need more money to make money. Li Xiang has also said that the ideal L9 gross profit margin is higher than the ideal ONE.

In view of the change of new and old models, the three -quarter sales guidelines in the ideal car are also very conservative, with only 29,000 units, which is more than 25%lower than the expected 39,000 vehicles given by the market. In this regard, Li Xiang said: "About the guidance is because we have seen the slowdown of the ideal ONE order. I think the main problem is that when our store has new products, more attractiveness will be on new products instead of Old product. "

The owner's trust and reflection

In fact, this is not the first time that the ideal car has appeared in the new and old model.

In May last year, the new ideal ONE was listed (that is, the ideal ONE currently on sale). The new car has been greatly improved in terms of configuration, but it only increases by 10,000 yuan from the current model. At that time, some owners said that the ideal aspects deliberately concealed the news released by the new car, in order to clear the inventory deception and even induce consumers to buy old models. Hundreds of old -fashioned ideal ONE owners conducted rights protection by pulling banners, writing rights protection books, and sending lawyers' letters. In the end, some car owners received 8,000 yuan compensation from the ideal official.

The two car owners' rights protection incidents are quite similar. Both the new models have been obvious compared to the old models and did not release new car information in advance, which led many consumers to choose the old models without knowing the truth.

This time, the ideal ONE of the ideal models of the ideal of the ideal of the year directly announced that it was unacceptable to the user who had just mentioned the car. You know, although the sales volume of the ideal ONE has declined significantly, it still sells more than 4,000 units in August.

In contrast, it is obvious that most of the traditional fuel vehicles have even sold less than 100 vehicles before the production is discontinued. At the end of the product life cycle, these models are often sold at the end of the product life cycle. And most of the traditional car companies will announce the suspension of production in about half a year in advance. Terminal sales will also inform the models that will be discontinued and a large discount. Therefore, consumers will not have much emotion, but they will have a little joy of "picking up".

At the same time, traditional fuel vehicle companies often have a variety of models under the same platform, and parts and components are also universal. Even if a certain type of discontinuation is discontinued, there are no problems with difficult maintenance and difficulty in accessories. And the ideal car's models are only a handful of them. Consumers are concerned about the problems such as maintenance and price increases of accessories after the production of the ideal ONE. Another obvious change is, including Tesla and other new forces car companies, their owners have formed a completely different fan culture from car companies.

Before Tesla, no matter which brand of owners, most of them are difficult to say who the CEO or founder of its own model brand is, and most car owners have not joined the riders, or they do not pay attention to the news in the riders. Essence Consumers buy cars just as consumer goods.

But in the past two years, after the appearance of Tesla, Weilai, ideal, Xiaopeng, etc., it has occupied the consumption mind of target users with completely different marketing methods. The owner began to become a fan of a car company or founder. Many Tesla's car owners are Musk's fans. Weilai's owners are also very concerned about Li Bin's words and deeds. Xiaopeng's owners are "Pengyou". Who.

The exchanges of these car owners in the owner group are often more frequent. This has formed brand loyalty to a certain extent, but once these car companies do things that hurt the owner's feelings, the anti -bulls will come more strongly.

It is worth noting that the rights protection incident even involved some consumers who have already mentioned the car for nearly half a year. In the owner's group, some consumers who were originally not strong in defending rights were affected by the atmosphere of collective rights protection. They also joined the rights protection incident and formed a "excessive rights protection" to a certain extent.

For ideal, the discontinuation of the ideal ONE is largely to give way to the upcoming L8. However, as a user -oriented company, the ideal should also take into account the dissatisfaction caused by the short -term production buffer period of the current model, and how to minimize the impact of the price of used cars. After all, once trust collapses, accumulation will be a long process.

Author: Liu Shanshan

Edit: Zheng Yu

Operation editor: Wang Lin

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