No one needs L9 more than ideals

This article was original by Sutoo123

Author / Hao Danchun

This one is called "the best SUV within 5 million", and it is finally officially launched ...

A few days ago, the ideal L9 was officially released at the ideal car line conference. It is reported that this model is equipped with a self-developed flagship intelligent driving system-the ideal AD MAX; the mobile "living room"-like five-screen three-dimensional space interactive smart cockpit is priced at 459,800 yuan, from June 21st to July July On the 15th, user booking is opened. The CLTC comprehensive battery life reaches 1315 kilometers, and the WLTC comprehensive battery life is 1,100 kilometers.

At the end of the press conference, some users feedback said that opening the ideal official website showed unknown errors and could not complete the order. In this regard, the ideal car official stated that due to the popularity of the ideal L9 booking, the server is currently being restored in urgent restoration. "We have caused inconvenience to everyone. We apologize. After the server repair, we will inform them as soon as possible."

In fact, netizens' attention to L9 had been picked up to the sky after a few rounds of warm -up and hype. Basically, except for not being announced, other configurations are not bad. As a 6 -seater SUV, the ideal L9 is not only the second production model of the ideal car eight years, but also the first work to enter the new stage of the company's development. It is worth mentioning that the ideal L9 is the only car from the ideal car, the only car before -the ideal ONE release time has been 3 or 4 years.

The test of the ideal L9 is still production capacity and brand leap

In the ideal official definition, L9 is MAX and one is Pro. It can be seen that the difference between the two first comes from the positioning. The ideal ONE is positioned as a medium and large SUV, and L9 is positioned as a large SUV.

From the perspective of the product, L9's grasp of home users is obviously more thorough. It not only upgrades large -scale functions and experiences, but also escort the underlying architecture such as the second -generation extended platform and a new auxiliary driving platform.

In terms of Volkswagen's most concerned prices, the ideal ONE's pricing from 349,800 and L949,800 is also in today's mid -to -high -end and high -end new energy vehicle markets. Therefore, the ideal difference between the ideal ONE and the ideal L9 is limited in terms of product differences or price system.

So, in the case that there is no big intersection with the ideal ONE, can L9 be delivered to 10,000 in September as Li wants to think?

The answer may not be as expected. From the perspective of Sutu.com, although L9 does still maintain a high level in terms of user logic, product positioning, system engineering, etc., whether it is traditional cars or luxury markets for new energy vehicles, there are few large SUVs in large SUVs for more than 10,000 a month for more than 10,000 monthly sales. The situation occurs.

The urgency of the ideal L9 comes from itself. First of all, the ideal existing capacity has been stretched before. In June 2021, the ideal ONE delivery volume was 7,713, and according to the ideal car co -founder and president Shen Yanan, the order volume had already exceeded 10,000 in that month, but the chip was unable to deliver it. With the gradual increase of sales, the ideal capacity has been in a state of tension. Earlier, some media calculated that the monthly production capacity of Changzhou production bases was about 08,300 units. Although it is currently expanding new factories of 100,000 vehicles, it is unknown when it can be filled with various factors such as the epidemic and supply chain shortage. The same is true of Beijing and Chongqing. Therefore, L9 wants to complete the delivery of 10,000 vehicles in September, and the pressure of production capacity can be imagined.

In addition, because of the ideal state for a long time, Volkswagen stays in the original price range of the original 300,000 yuan for its brand cognitive single, and L9 jumps the price range to 500,000 yuan. After the interval, whether the original brand cognition can still support the ideal value transition is also one of the core issues. After all, once the price range has reached 500,000 yuan, in addition to product power, the demand for additional attributes such as the brand image, service system, and even social value will increase rapidly, and the preparation of ideals in this part does not seem to be sufficient.

In the latest May sales volume, the ideal ONE monthly sales reached 11,496 units, and the cumulative sales volume in 2022 reached 47,379 units. Among the SUVs at the same level, monthly sales and annual sales ranked first. In the fierce competition SUV market, it can be said to perform well. Today, the ideal L9 appears as the flagship model, the "mind" of the ideal car is evident.

However, in the current automotive market, there are no models priced at more than 400,000, and the monthly delivery volume exceeds 10,000 models, and more than 300,000 foreign brands have won the top four. From January to May 2022, the top four high-end luxury SUVs with cumulative retail sales were Tesla Model Y, Mercedes-Benz GLC, BMW X3 and Audi Q5L, and their sales were 81,516, 62,969, 57792 and 52975. For the ideal L9, whether the monthly sales can break a thousand units to make a big question mark.

Strong enemies are not good at the ideal car high -end road

In recent years, benefiting from the intelligent change of electricity in the domestic automotive industry, more than 300,000 yuan of luxury car markets have faced multiple optimizations of scale, structure, and pattern. Under the trend of consumption upgrade, the scale of the luxury car market of more than 300,000 yuan has continued to expand. In 2021, the domestic luxury car market sold about 3 million units throughout the year. The domestic luxury brand share is expected to continue to increase to more than 15%, and the total of 4 million vehicles are expected to be in 2025. In this context, the new energy offensives of traditional foreign giants such as Toyota, Ford, and Volkswagen are endless; Ji Yan, Salon, Avita, etc. are also layout; zero -run, Nezha, etc. To win a place in the market, and the ideal car of Chu Ge will be unavoidable to face a layer of killing.

In the industry, before the L9 was released, Weilai and Xiaopeng also released new ES7 and G9. Although they are both SUVs, Weilai ES7 and Xiaopeng G9 are pure electric products. In terms of price, the ES7 is from 468,000 yuan to 548,000 yuan, which is basically the same as the ideal L9. Although the price of Xiaopeng G9 has not announced the price, the industry's predictions will not exceed competition.

Therefore, from the perspective of Sutu.com, in the face of the chase of friends such as Weilai and Xiaopeng, how to use limited resources to maximize the layout of the service system, how to drive the brand image with accurate product strategies, how to be inside inside High -efficiency operating mechanisms in architecture will become the core factor restricting its performance in the market.

At present, the ideal L9 mass production work has been prepared at Changzhou production base. In order to improve the delivery efficiency, the ideal car has invested billions of yuan and a large number of R & D personnel to the platform supply chain. According to the ideal car plan, users can test the ideal L9 in all stores across the country in July this year.

However, although the ideal parts supplier in the Yangtze River Delta region in May resumed partial production, the ideal of the ideal still had the shortage of components. The ideal production capacity of the ideal factory in Changzhou has not fully returned to normal, and the delivery of new cars of some users may still be postponed. In this case, whether the market and users can give their ideals a positive response remains to be questionable.

In addition, in December 2021, Shanghai issued new regulations. Since 2023, the city's mixing and extended process no longer enjoy the dedicated license distribution policy, and it has set up an obstacle for the sales volume of the ideal L9. At the same time, the third -generation CTP technology Kirin battery released by the third -generation CTP technology in Ningde Times also further narrowed the endurance gap between pure electricity and extended models. It is reported that the battery energy density reaches 255WH/kg, which allows pure electric vehicles to achieve 1,000 kilometers of battery life. In other words, no range of amplifiers, cars equipped with this battery, can be close to L9. It can be said that the ideal L9 can only rely on its own product power, not only to achieve the level of the first echelon, but also to make up for some other aspects with higher product power.

Along the way, the ideal will inevitably walk with controversy. A few days before L9 listed, the ideal car was renewed and upgraded. In this regard, the ideal car said that it has completed the distance from "0" to "1", and now it has opened a distance from "1" to "10". At this point, we can only wish the ideal journey go well all the way.

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