At the beginning of 2024, the intensity of the "involution" of the domestic new energy market continues to increase, and the battle of a brother is even more shocking, on January 9, the sales list of the first week of the new year was released online, of which Li Auto only sold 0430,000 units, compared with the historical results of tens of thousands of units per week on average in the past, it can be said that it is directly cut in half. The most important thing is that Li Auto was also overtaken by AITO and gave up the top position on the list for the first time.
And when the outside world speculated whether there would be an ideal weekly list, it appeared on time. Ideal official said that in the past December, through the full cooperation of the **, production, sales and delivery teams, a new record of more than 50,000 deliveries was achieved. At the beginning of January 2024, our teams will take a break to meet the challenge goal of 800,000 units in 2024.
The implication is the fact that sales fell sharply in the first week. But as soon as the words fell, Li Auto immediately sounded the horn of an all-out counterattack.
On January 10, it was confirmed by the major ideal sales employees that a new round of preferential policies for Ideal Auto was released, which was greater and more attractive than before. The specific performance is as follows:
Ideal L9 Direct Cash Offer 360,000 yuan, and at the same time free 10,000 yuan worth of original electric pedals;
Ideal L8 in the original offer 260,000 to 340,000 yuan, cancel a series of electronic gifts given before, which is equivalent to discounting;The ideal L8 MAX version will give you an extra 21-inch wheels, and if you don't need the wheels, you can continue to discount 5000 yuan;
The ideal L7 series also cancels the giveaway, and the direct cash discount is 330,000 yuan, of which the AIR version will give an additional 3W points.
Compared with the preferential policy in December last year, the ideal L9 series cash discount was 260,000 yuan, while giving fuel cards, points, Apple watches and other gifts, and the latest policy canceled all gifts, cash discounts of 10,000 yuan, but also more than 10,000 yuan worth of the original electric pedal, the strength is more gratifying.
There is no doubt that the aim of launching a new round of year-end offers in such a short period of time is to increase the number of new orders. Some industry insiders said that in the past 12 months, the ideal exceeded the delivery target of more than 50,000 units, refreshed its own new record, and at the same time almost exhausted the number of user orders in hand, which is likely to be an important reason why the ideal sales fell far more than other manufacturers in the first week of January.
On the one hand, both of them focus on the extended-range market, and there are many similarities at the product definition level, and there is a large overlap in the user baseOn the other hand, Ideal has always regarded Huawei as the most threatening opponent, for fear of being pressed by it.
With the popularity of the new M7, since October last year, the production capacity and delivery speed are far from keeping up with the growth of orders, and recently with the release of the M9 high-end flagship, the order volume of the new M7 has once again ushered in a wave of small climax. Therefore, there are still a large number of orders to be produced in the hands of the current question, and the first week is 0The delivery of 60,000 units can only be regarded as normal performance, and the weekly delivery is likely to be higher and higher after that.
Therefore, Ideal needs to introduce more attractive terminal preferential policies, not only to continuously enrich its order volume, but also to try to regain the top spot of the weekly list.
Especially in the first half of this year, the ideal next main sales of new cars, but also in response to the new M7 "cost-effective move", priced at 20-300,000 yuan in the price range of the ideal L6, the fastest to wait until April to officially release and go on the market, the middle three months still rely on the L789 series without any changes to support the scene, so can only maintain their competitiveness through continuous price reductions, stimulate the majority of consumers.
Seeing this, or the old saying, in the past two years, the domestic new energy market "** war" has prevailed, leeks, backstabbing has become an unavoidable reality for many car users, "wait for the party is really fragrant" I don't know how many times it has been said, but there will always be a next time. Buying your favorite car at the right time for you is all that matters.