Before the end of the year, Ideal delivered 41,030 vehicles in November, a total of 325677 vehicles delivered throughout the year, and completed the annual sales target of 300,000 set at the beginning of the year ahead of schedule. This achievement is unique among the new power brands, not only is the sales far ahead of other new forces, but also the only brand that brags about the cowhide but makes a draft.
Many people may not understand, isn't Ideal the brand that has been ridiculed the most on the Internet?What is "taking off your pants and farting", "no technology", "relying on marketing storytelling", how can it sell the best in the end?To analyze this problem, we have to go back to 4 years ago, the launch of Ideal ONE's first model.
I don't know if everyone realizes that from the launch and delivery of the ideal ONE to the official debut of the ideal L9, during the period of 2 and a half years, the ideal only has one car on sale, and Xiaopeng and Weilai have laid out the second or even the third car early, but the sales volume has not opened a gap with the ideal, and even some months will be overtaken by the ideal. One car is comparable to the sales of three cars, and now the three brothers of the Ideal L series are essentially equivalent to three improved versions of the Ideal One that meet different needs, and half of the reason why they can sell well is because of this original product.
On the official website of Li Auto, we can find the most conspicuous words, not "car" but "home", from the beginning of the ideal has given the tone of its own products, that is, family cars. Starting from the ideal ONE, to the ideal L series, and then to the latest ideal MEGA, the ideal car manufacturing concept has not changed, and all products are family cars.
What is a family car?In most understandings, a family car may be a car with enough space and a spacious and comfortable car, specifically a large-size SUV, but does a family car only need a lot of space?Ideal obviously doesn't think so, and it is not difficult to see from the various details of the ideal ONE that Ideal has more consideration for family cars.
If you are the head of a family of five and want to buy a car with enough space for the whole family to travel without crowding and comfortable for long distances, you have to buy a large-sized SUV with soft suspension, but you don't want to give up the thrill of driving alone. You think about it carefully, "Since the suspension part is sacrificed, let's find a car with strong power, and the overtaking power on the road is the key", but the oil car in front of you, almost none of them can meet your needs, despite the budget of 300,000, 2The power of 0T can be picked arbitrarily, but due to the weight of the large-size SUV, the acceleration is basically about 8 seconds.
That's when you find the ideal one, with 326 hp and 530 Nm of torque from two motors, it only takes 6 to accelerate from zero to 100In 5 seconds, the acceleration is faster than the small steel cannon Golf GTI. After the test drive, you found that because of the characteristics of the motor, the power of the ideal ONE not only outputs linear response quickly, but also has not been frustrated by gear shifting, and it is much lighter and faster to drive than a fuel car at the same price. It just so happens that the ideal one has a six-seat version to choose from, and it is much more convenient to enter the third row and take the middle aisle than a seven-seater car to enter and exit the third row and need to fold the second-row seats, and it is just a configuration, and the entry is the top configuration, and there is no need to worry about which version is cost-effective.
Although the ideal ONE has canceled most of the physical buttons, you find that the commonly used functions such as seat heating and ventilation, air conditioning adjustment, and trunk switch are integrated into the middle screen, and it is just in front of the gear lever, and you can reach it by reaching out, and the operation of some commonly used functions is to slide left and right or up and down directly on the screen, so there is no problem with blind operation, and it is even more convenient to use than physical buttons. The ideal one's car machine is also much stronger than the oil car you drove before,If the car screen of the oil car is an ornament,You have to use a mobile phone to navigate and listen to songs,The ideal one's car machine is a smart tablet,Not only has a lot of third-party applications built-in,Excellent voice control also greatly reduces the cost of learning。
However, you have never bought a tram before, and you are very worried about "range anxiety" Question, after listening to the sales, he smiled and explained to you that the ideal ONE is an extended-range tram, which can burn oil to generate electricity, and the comprehensive range can reach 800 kilometers, and this car can drive pure electric, NEDC has a range of 180 kilometers, even if it actually opens a seven-fold discount, there is a battery life of 120 kilometers, usually commuting to work for twenty or thirty kilometers, charging an electric energy can be driven for five days, which saves a lot of money than simply burning oil.
Seeing this, I believe that most of the owners of the family are moved, for the family that can only buy a car, the ideal one seems to give a "perfect" answer, the family's riding experience, the driving experience of the homeowner, and even the "configuration choice", "battery life anxiety", "car cost" and other aspects of the problem It has been taken into account, coupled with the huge advantage of no indicators and no restrictions, it is actually reasonable to sell well, but for many cars** Or from the perspective of the so-called car savvy, this may be unexpected.
So does the ideal one have no drawbacks?Yes, and quite a few. Looking back at the Ideal ONE from the Ideal L series, the two most obvious shortcomings of the latter are the range extender and the chassis.
Ideal ONE, whether it is the first generation or the facelift, the range extender used is 12T three-cylinder engine, the technical strength of this machine from the current point of view, even unsatisfactory, at most it can be used. In terms of chassis, the tuning is too comfortable, resulting in the ideal one to drive like a boat, many people don't like this "dangling" feeling, plus the MacPherson front overhang plus multi-link rear overhang, the suppression of roll is not very good. However, are these two shortcomings fatal?The hot sale of Ideal ONE has already told us the answer.
The three-cylinder engine of the ideal ONE may not be satisfactory when taken out alone, but it is not so bad to put it on the ideal ONE, because the ideal ONE is an extended-range tram, and the engine only needs to undertake power generation work, plus it does not participate in the power output, and it can run in the high-efficiency range most of the working time, at least the engine is not bad. Secondly, for users who are convenient to charge at home, under most urban travel conditions, this three-cylinder engine is in a dormant state, and the shortcomings such as jitter and noise are not felt by users most of the time, and under high-speed conditions, road noise and wind noise increase, and the noise and jitter of the engine are not very prominent.
As for the chassis, in fact, for the vast majority of users, there is no "so", what is a good chassis and what is a bad chassis, it takes a long time to experience different cars, and there will be a conclusion after comparison, but for most people, it is obviously not possible to get in touch with so many cars, and it is naturally difficult to drive a car The chassis is good or bad, not to mention that the chassis of the ideal one is not said to be so bad that it feels like it is going to fall apart.
In addition, the pricing of the Ideal ONE is also very "chicken thief". On the surface, a new power brand with no background, the first model comes up with a "lion big mouth" to 3280,000, no matter how you look at it, it is a pricing strategy with courage and no strategy, in fact, the disadvantages of the ideal one pricing are more obvious. The low-end market below 300,000 has always been the most competitive price, and the more cheap the car, the more consumers value the brand and reputation, because these people's budget is enough to buy a car, and once they use it for seven or eight years, they naturally want their cars to be durable and reliable, and the ideal one as a new product, there is no past case guarantee at all, and naturally no one will be a "guinea pig".
In a market of more than 300,000 people, consumers do not pay so much attention to word-of-mouth and brand. First of all, these people are likely to have a luxury brand model, and they know how many pounds and taels the traditional brand has. Secondly, having a larger budget for buying a car means that there is a cost of trial and error, and these people are more willing to try new things. Finally, family cars and executive cars are different, product demand is greater than brand demand, ideal one compared with the same price of oil cars, in intelligence, acceleration performance and other aspects have obvious advantages, and even **, compared with traditional luxury brand models, but there is a cost performance.
The pricing of more than 300,000 yuan has many benefits for the ideal brand itself. Everyone knows that it is difficult for a brand to hit from the bottom up, once the cheap brand impression is deeply rooted in the hearts of the people, it is difficult to sell ** models with existing brands, and at the beginning of the positioning of high-end, if it is successful, whether it is up or down to expand the product matrix, it will be easier. Secondly, as a new force with no background, the car was sold so expensive at the beginning, which obviously attracted a lot of "keyboard warriors" to complain, as the so-called black and red are also red, the more ruthless the "black", the more it can bring heat to the ideal one, so that more people pay attention to this car.
It can be said that the ideal to build the ideal ONE is not to build a car casually first, so that consumers know that there is such a new power brand called the ideal car, but to the vacant market demand under a "fierce medicine", not only let consumers know the ideal one, but also make the ideal one become the pioneer of the 300,000-level extended range family car. And the word-of-mouth spread of the family car is very fast, and the neighbors look up and don't look down, and see that the person who lives next door buys a car that has not been seen before, and will naturally be curious, and will go to the neighbors to understand what the car is about, and after the experience, it is found that it is indeed suitable for family use, and may go to the offline store to order a car the next day.
In just over two years, the sales of Ideal ONE have taken off, from 1,475 units in March 2020 to 11,034 units in March 2022, an increase of more than 7 times. After a facelift and upgrade, the high-end impression of Ideal Auto has been completely rooted in the hearts of consumers, and the brand sales and reputation have gradually stabilized in the first echelon of new forces.
Ideal ONE can be popular, simply put, "make up for nothing", just look at any of the product points of Ideal ONE is actually not outstanding, but combined, you can choose only Ideal One, plus the ideal ONE itself The product power is also good, and the volume is not surprising at all. And first occupy the pit, word of mouth accumulates, even if the follow-up friends launch competing products, they can also win by word of mouth, just like now as long as the buyer's car is discussed, the ideal car will almost not be absent.
After that, the continuous hot sales of the Ideal L series first had the reputation of the Ideal One, and secondly, a large number of optimization and iterative upgrades were made on the basis of the Ideal One.
The first is to patch the shortcomings of the ideal one. Bad chassis?The new car has been replaced with double wishbones and multi-link, the support has been greatly optimized, and the air suspension can be adjusted soft and hard, and the "driving feeling" of the ideal ONE has also been alleviated on the L seriesThe range extender is not good?All new cars were replaced with brand new 1The 5T four-cylinder range extender not only greatly optimizes noise and vibration, but also improves work efficiencyIntelligence is not as good as that of friendsThe new car is equipped with lidar, and the driving assistance software and hardware have been upgraded in an all-round way.
The second is that the product coverage needs have become wider. L9 is the ideal ONE with more space, L8 is the original ideal ONE, L7 is the ideal ONE for a family of three, plus the configuration is clearly divided into high and low configurations, consumers no longer have to spend more money for some unwanted features.
Finally, the product is very new, L9 is a car delivered at the end of August last year, L7 was delivered at the beginning of March this year, buy the ideal L series in 2023, basically will not be stabbed in the back, and the ideal is very attentive to the L series, from 4 in just one year1 has been OTA to the latest 50, the product power is constantly upgraded, every few months is the same as buying a new car. On the other hand, some brand models say that they have OTA functions, but in fact, from the launch to the present, there may not even be one time.
The ideal sells better and better, and the sales volume is ahead of other new forces, and now looking back on the ideal for the shaping of products and the marketing history of the brand, it is obviously no coincidence, and everything may be premeditated by the ideal. I have to say that Li Xiang really knows how to build a car, he knows who his car should be sold to, and he also knows how to build a car to maximize the avoidance of competition.