Storm continuous: The closeness and far -sorry for the ideal car

21st Century Business Herald Reporter Zuo Maoxuan Beijing report

In this quarter, the life of the ideal car is less "ideal".

In July, an ideal L9 left front wheel was caught in the body, and there was a problem with the suspected air suspension. In August, the ideal car became the only company in the "new power manufacturing forces" declined year -on -year. The decline of 55.95%; September, Shen Yanan, an ideal car executive director and president, reduced its holdings of 1 million shares in the secondary market, cash out about 91.13 million yuan. At the same time, thousands of ideal ONE owners questioned the company's suspected false propaganda to launch rights protection.

On the afternoon of September 26, the ideal car updated the company's delivery outlook in the third quarter of 2022. The ideal car is expected to be delivered by about 25,500 vehicles in the third quarter of 2022, which is lower than the previously released delivery expectations of 2.7-29 million vehicles. The ideal car claims that the update is mainly caused by the supply chain limit, and the potential demand of the company's vehicles remains strong.

Under the storm, on September 30, the ideal L8 of the ideal ONE will be officially released. The ideal car from 0 to 1 -the ideal ONE, this delivery of delivery in early 2020, the mid -2021 renovation of the model, the "daddy god car" replaced by L8 in 2022, is about to withdraw from the stage.

Whether it is the weakness of the current market or the impact of rights protection controversy caused by the replacement, the influence of the reputation of the company has made the prospects of the ideal car more confusing.

Storm

On September 2nd, Shen Yanan, executive director and president of the ideal car, reduced its holdings of 400,000 Hong Kong stocks, cash out 5.2888 million US dollars; four days later, 600,000 shares were sold again. This allowed him to get about 9113 million yuan, and the shareholding ratio dropped from 1.74%to 1.68%.

The ideal side responded that Shen Yanan's reduction was normal, and it was not necessary to interpret it.

As far as listed companies are concerned, executives are cash out, but now the ideal car is facing a series of troubles. The company's "No. 2 characters" reduction will inevitably cause external associations.

On the one hand, the ideal car has just encountered the "broken axis door" again.

In mid -July, some netizens feedback on the social platform: a problem with an ideal L9 suspended during the test drive, the vehicle's left front wheel was caught in the body, it was unable to drive normally.

On July 16, the ideal car party responded to this: The failure of the case of non -production models has been found to be found out, and this problem will be solved in the final mass production body. This explanation not only did not make things clear, but attracted greater controversy and doubts.

On the other hand, the ideal car has experienced the ideal ONE's "production door".

The emergence of the ideal L9 is affected by the approach of the target group, and the order volume of the ideal ONE is affected.

On August 15th, the ideal car CEO Li Xiang said on the social platform that "don't buy one at the current stage of L8." Then, on September 1, the ideal ONE officer dropped 20,000 yuan.

This moves many new car owners who just pick up the car. Some car owners said that when they ordered a new car, the sales of the ideal car and the car manufacturer did not mention the upgrade of the car to stop production and price reduction, and corporate behavior was suspected of deceiving, concealing, and false publicity.

On September 22, the ideal car hung an article "A letter to the ideal car owner" in the official community to explain the after -sales, software guarantee, and data services of the ideal ONE after production. However, unlike traditional car companies' products at the end of the life cycle, it is difficult for the new forces to build a new car to adjust the unified price. Because, this will also cause the dissatisfaction of the car owner before. Last year, similar situations had appeared when the ideal ONE was changed in the medium term, and similar scripts staged again. However, this time, the discontinuation of the ideal ONE has made consumers' attitudes more intense.

From a certain extent, there is no very proper means to solve this problem. This also affects the brand image of a company. Learning how to get along better with consumers seems to be a big problem in front of the ideal car.

Hidden concerns in the crisis

Due to the single model and the low development costs and sales expenditures, the ideal car is the new Chinese car manufacturing forces with the fastest quarterly profit.

From the perspective of the outside world, the ideal car's early focus on the home car market can effectively open a market segment to help it survive. However, from the long -term perspective, a single model and extended route are difficult to support the ideal car continued in the "Marathon".

Li wants to repeatedly emphasize that the logic of the ideal car's car is to pay tribute to Apple's choice.

Judging from the market performance of the ideal ONE in the past two years, as a single model with the highest sales volume in the new forces, this is a product that has reached the expected car's expected. Li Xiang is indeed a qualified "product manager".

However, if an enterprise continues to accurately locate the needs of a certain type of population and continues to pay for users, it seems to be a competitive barrier. Focusing on a segment again, L9 may be able to copy the success of the ideal ONE, but it cannot allow Li Xiang and his ideal car to transform into a regular army who rely on systems to fight from a "strange soldier" tactical company.

Because products and brands are accurate as home users, the overlapping of ideal L8 and ideal L9's target audience is much higher than competitors. In contrast, Weilai's ES8, ES6, EC6, Xiaopeng's P5 and P7, the positioning and style are more different, that is, to broaden the user group. The ideal user and product positioning between the ideal new and old products are high, and "fighting with both hands" is more like "internal consumption".

User rights to deepen the cracks between the ideal and consumers, the internal consumption between the ideal L9 and the ideal L8, for the ideal car, the sales bottleneck brought by the product strategy lies in the strong pressure brought by competitors.

As far as an extension of electric vehicles, Huawei ’s empowerment has exceeded the ideal car. If you look at a larger plug -in hybrid market, the traditional car companies represented by BYD have entered this track since this year, and the market is growing rapidly.

Although the ideal car has been planned to enter the pure electric vehicle market in 2023, the smart pure electric market is already very fierce. It is not easy for the ideal car to make cakes from the competitors.

At present, the ideal car is still facing a more severe supply chain problem, which is officially explained that this is the main cause of sales in the third quarter than expected. For the new forces, due to the small shipments and limited bargaining space at this stage, this is the biggest disadvantage compared to traditional car companies. But this year's long -term supply chain crisis due to the epidemic is an issue that the ideal car needs to be faced.

In fact, the new forces have impacted the automotive industry in product, marketing models, and user operations, but traditional car companies have a strong learning ability, and they have a relatively mature production system and the right to grasp suppliers.

How to seek a larger market scale, Li wants to jump out of the restraint of the "product manager". From creating a successful product to becoming a company with long -term competitiveness, it is still far away to enter the reality.

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