The ideal car accident door continues: huge marketing is swallowed, and safety and quality are facing tests

"Harbor Business Watch" Wang Xinyi

Just denied the ideal car that issued digital currencies and digital collections to the public, and the ideal ONE of the hot -selling product was out of the chassis failure, and the incident was less than two weeks before the ideal L9 air suspension.

Promote your left hand and face your right hand. How to control the safety and quality of the ideal car? At the performance level, the gross profit margin is difficult to increase, and the marketing investment continues to increase. When will it achieve a profit?

Vigorously publicize and the quality of unbearable

The ideal car was established in 2015. The main operating company is Beijing Cars and Home Information Technology Co., Ltd.. As the first echelon player of the new energy, the ideal car chose the family car group as the target customer group. Create a happy home. "

In October 2018, the ideal car launched its first model, a large SUV ideal one in smart electric. In 2020, the ideal ONE won the Chinese New Energy SUV market sales champion, and at the same time became the sales champion of domestic models of more than 300,000 yuan. But in the near future, the popularity of the ideal ONE seems to be a bit back.

In the second quarter of this year, the ideal car delivered a total of 28,687 units, a year -on -year increase of 63.2%, a decrease of 9.55%month -on -month. In June, the ideal car delivered a total of 13024 ideal ONE, with a year -on -year growth rate of 68.9%and a month -on -month growth rate of 13.29%. In May this year, the year -on -year growth rate of the ideal car delivery was 165.9%. It can be seen that significantly slowed down in June.

Regarding the decline in the growth rate, the ideal car did not respond publicly. Some people in the industry said: "There are many reasons for this phenomenon, or the limited target group has reached the ceiling.

At the financial report, Li Xiang, the ideal car chairman, mentioned; "From this year to next year, the company will launch three new products, including L9, and new generation of extended products and BEV high -voltage platform products."

The ideal L9 was listed on June 21, 2022. The new car is priced at 459,800 yuan, focusing on family cars. Three days after listing, the order volume reached 30,000 units. When promoting the ideal L9, Li wanted to mention: "Thank you for your expectations for L9, the best home flagship SUV within 5 million? Yes!" "Even compared with Curina, we are not afraid."

Generally speaking, the price of Rolls -Royce Curina series in recent years is between 6.1 million and 7.8 million. Many market voices believe that in order to give more eyeballs to the ideal L9, Li Xiang's speech against Kurisan was indeed "fight".

But less than 20 days before the delivery, the topic of "Ideal Test Drive Gashalike Air Suspension Fracture" was on Weibo hot search. According to several media reports, the ideal L9 of a driving was a sudden brake, which led to the collapse of the front wheel air suspension and a break.

In this regard, the relevant personnel of the ideal car said: "Chongqing's test driving car is at a speed of 90 kilometers/h and rushed through a pit of 20 cm in depth, causing the buffer ring inside the empty spring to be damaged."

Interestingly, in the response, the ideal car mentioned that the trial production and production version were inconsistent: "Because of the supply problem, some test drive uses the buffer of the trial stage. The big impact situation will occasionally fail. The actual mass production version of the buffer riser is 2.5 times that of the trial version, and there will be no problem in the face of greater impact. "

The trial version is different from the mass production version. What is the significance of the trial version? "Harbor Business Observation" contacted the ideal car and did not receive relevant replys.

Yu Fenghui, a well -known economist and a new financial expert, told "Harbor Business Watch": "It is a very risky behavior to talk about the top in publicity. Parts, this incident has led to the ideal car itself. In the future, the ideal car needs to be more conservative in publicity. In this way, companies will be more proactive in front of public opinion. "

How can there be confidence in the total failure?

The ideal car has indeed been hot recently, and the reasons are all accidents.

On August 1st, an ideal ONE fire at the Chengdu -Chongqing highway in Sichuan Province. On -site videos showed that the body was burned into an empty frame in a short period of time.

On August 4, the ideal car disclosed the progress of the accident investigation. The ideal car said that when the vehicle was caught fire, the vehicle data showed that the vehicle increase system and oil circuit system, high -voltage power supply system, low -voltage power supply system, three -power system (including power batteries, driving motors, motor controllers) all worked normally. Without any short circuit and fuel leakage, vehicle voltage, current and fuel pressure are not abnormal.

"According to the current information, we believe that the fire is not caused by the quality of the vehicle. The ideal car will cooperate with the fire department to investigate the specific reasons for the vehicle."

Shortly before the accident, on July 29, an ideal ONE failed during driving, and the parts behind the chassis were broken, resulting in the vehicle unable to drive normally; on July 26, the ideal car L9 test driving car came out again. The axis "accident; on July 17, a test drive of an ideal L9 suddenly burst into fire during the test drive. It is reported that the vehicle's left front wheels fell into the body and could not drive normally.

More quality hidden dangers have previously been a lot. In November 2020, due to the repeated situation of the front suspension hem arm ball from the ball, the ideal car recalled 10,469 units of the ideal ONE produced by June 1, 2020, and the free replacement of the ball was sold for free. Suspension hem arm. On the black cat complaint platform, there are different questions about the quality of the ideal car in different aspects. Some consumers said: "Because the vehicle was purchased twice after purchasing in less than ten days, the engine bee was fierce for the first time, and the second engine was high -temperature alarm. The maintenance found that the engine accessories were not assembled and worn the belt to wear the belt. (Need to be replaced), insufficient opening and closing angle of the temperature -saving is not enough. There is a problem with the mechanical water pump (need to be replaced). There are also problems with the touch screen, and you need to replace it after testing. "

"Ideal ONE to pick up the car for 5 days, because the vehicle accelerates the jitter, the manufacturer gives the solution to replace the semi -axis, and the rear -drive semi -axis problem. The twisted power is insufficient ... too surprising me. In addition Ginocol

Not only the ideal car, why do new energy vehicles always have large or small problems? Yu Fenghui believes: "In the final analysis, new energy vehicle companies still have to make the quality of the car and make safety. Now the new energy vehicle is facing a big problem. How can the battery life be improved at low temperature? How to guarantee safety? After all, new energy vehicles are still in a popular stage, and core issues need to be paid attention to. "

Frequent failures, how to ensure after -sales has become a problem that consumers have to face. "Harbor Business Observation" found that when the black cat complaint platform retrieved the ideal car, as of August 6, 2022, the ideal car had a total of 67 complaints on Black Cat complaints. %, The completion rate is low.

Hanging the customer experience on the mouth, but the implementation is not easy. Yu Fenghui said: "During the publicity, the expected expectations were mobilized, but it was far worse than expected in the hands of consumers. It is difficult to implement after -sales. Over time, consumers will choose to discard the company. Reflection. "

It's not easy to be the champion of Wei Xiaoli

According to the financial report data, from 2019 to 2021, the ideal automobile revenue has grown sharply, recording revenue of 284 million, 9.457 billion, and 27.01 billion respectively, respectively, and a net loss of 2.439 billion yuan, 152 million yuan, and 320 million yuan, respectively. Although this loss is the least among the new forces of "Wei Xiaoli", it still failed to achieve a winning loss.

But in terms of sales, the ideal car still has a large space. In comparison, in June this year, the ideal car delivered a total of 13024 ideal ONE, a year -on -year growth rate of 68.9%; Xiaopeng Automobile (09868.HK/xpev.us) was delivered 15,295 units, an increase of 133%year -on -year, Xiaopeng in the second quarter, Xiaopeng in the second quarter, Xiaopeng in the second quarter. The car has been delivered 34,422 units, and it has won the new vehicle construction forces for four consecutive quarters.

Or in order to increase sales, the ideal car increased its marketing costs in 2021. In 2021, the market sales and management cost of the ideal car were the highest point in the past three years, invested nearly 3.5 billion, of which marketing and promotion costs were 1.1 billion yuan, which was several times higher than the same period last year.

On the other hand, the ideal car gross profit margin increased in 2021. From 16.4%in 2020 to 21.3%, the gross profit margin of the vehicle rose from 16.4%to 20.6%. In the first quarter of 2022, under pressure from the rise in battery costs, the ideal car was adjusted by product price, and the gross profit may have a larger space after price increase.

In this regard, the ideal car responded at the financial report: "In the first quarter, some power batteries increased the price, but the actual financial performance was not obvious. It mainly had inventory, and the cost was rolling in time. In the second quarter, battery costs and vehicle prices were rolled. At the same time, compared with the first quarter, the company does not expect a very high gross profit margin in the second quarter. "

Can the ideal car in 2022 have good performance? How to match publicity and quality? If the basic guarantee cannot be guaranteed, how to compete for the throne of the new forces? "Harbor Business Watch" will continue to pay attention. (Produced by Harbor Finance)

- END -