On March 1, Ideal's first pure electric and MPV model MEGA was officially released, 55The price of 980,000 yuan attracted an uproar, and the smoke of competition in the car market gradually spread to the pure electric family MPV.
Li Xiang once said,MEGA's sales target is to be the No. 1 seller of more than 500,000 units, regardless of energy form or body type.
The L series of Li Auto has achieved outstanding sales results in SUVs of the same level, and has been in the top sales for many years, and has won market recognition with its range extender and refrigerator sofa large color TV, and has a certain brand influence. For such an epoch-making family super-large MPV, Li Xiang is naturally confident.
Unexpectedly, 48 hours have passed since the official launch of MEGA, and Li Auto has no information about the number of new car orders except for updating some stories behind MEGA and new accessories, which is indeed a bit abnormal.
Xiaotong took a look on the Internet, and there are very few bloggers and ordinary users who post mega orders, and most of them are new car experiences, which is quite popular or not.
If the sales of Ideal MEGA are not as Li Xiang guessed, is it really the problem of MEGA itself?
Mega's internet volume is high, for 55At the price of 980,000 yuan, some people said that they would let the bullets fly for a while, and some people sang about it, thinking that this ** would be an upset, according to conventionAs long as the new car sales are good, Li Auto will definitely report the war as soon as possible. In order to highlight the sales advantage, Ideal also created a weekly sales list, if the MEGA reservation is hot, I believe the official will be the first to send it out.
MPV is currently recognized as the best new energy solution is still hybrid, which aims to cater to high-intensity and long-distance travel scenarios, and refueling can save a lot of trouble waiting for charging.
In addition, the ideal supercharging network will take more time to improve, and it is believed that most ideal potential groups are more optimistic about the option of range extender than pure electric vehicles.
There is no problem with the product definition of ideal mega, continuing the route of extreme home, refrigerators, sofas, large color TVs, faster charging solutions are better, and ultra-low wind resistance is designed for long battery life services, which more than 500,000 carry a lot of thinking from car companies.
The person in charge of the MEGA product said that the market size of more than 500,000 yuan is about 600,000 units per year, and the penetration rate of new energy is very low, only 11%. For **, they also think 55980,000 yuan is reasonable, striking a balance between enterprise development, long-term service and product strength.
Of course, whether it is the category of ** or MPV, the consumer group itself is not as wide as the price range of 20-400,000 yuan, and in the short term, they want to copy the explosive models of the L seriesAnd it is also a pure electric model, and the difficulty is certainly not low.
Don't talk too hard, maybe the ideals are ready to prove them right with their results.
The discussion on the Internet about the power of MEGA products did not last long, and Xiaotong found another voiceThey believe that the market is fierce now, and as soon as they grab a lot of products with reduced prices, maybe they will have better and cheaper cars after a little longer.
This does benefit many people who have not yet bought a car, but the **war** has also begun to show, and people have a stronger wait-and-see attitude towards ** models, firmly believing that there is still room for price reduction. Perhaps, MEGA itself has the potential to be a hit, but because of the recent ** war, everyone has to treat these new cars rationally, join the team of the party, and wait for car companies to come up with better products and experiences.
This wave of ** battles has made everyone's enthusiasm for new cars lower, and the users who used to actively embrace new things and love to rush to the first place have also calmed down.
Xiaotong has indeed rarely seen the first sale of new cars from car companies opening champagne recently.
In the past, new cars have not yet reached the official launch link, and car companies have been publicizing on Weibo, showing off the achievements of blind booking and Dading. The new ZEEKR 001 that was recently launched,From the perspective of product power and design, it is obvious that the new car can achieve good growth results for the brand, but it has been on sale for a few days, and the official first sales report has not yet been announced.
Xpeng's first pure electric MPV, in addition to the 30,000 orders before the launch, has not yet announced more sales information. It is not difficult to guess that car consumption is gradually becoming more rational, and users are clutching their wallets and waiting for better products.
In the New Year of 2024, BYD fired the first shot of the first battle, continuously promoting the price reduction of the whole series of Glory, and a number of car companies followed up, arousing the enthusiasm of consumers to actively support domestic new energy vehicles, and putting pressure on traditional joint venture brands with lower **. Car companies seem to meet enemies, and the more fierce the fight, the happier we are.
The unhappiness is actually those prospective car owners who have just bought a new car for a short time.
* The war is undoubtedly a major benefit to the wait-and-see group, but in the eyes of the people who have already bought a car, the price reduction of car companies is a proper backstab, and the new car has not been driven for long before losing tens of thousands, and the blow is bound to be very large. Some of Xiaotong's friends originally planned to buy a car this year, but after seeing the fierce ** war, they decided to continue to wait and see.
The real backstab is not the collapse of the car company, but the ever-changing technology configuration and technology.
The same model, ** provides a comprehensive configuration upgrade, better experience, more mature experience, but also increase the amount without increasing the price, some models of the new and old models have been replaced for less than a year. Old car owners spend the same amount of money and can't enjoy the best experience, and second-hand cars are shrinking wildly, just because they are supported in advance, and they are leeks in vain.
Tesla and Ideal have been subjected to ** and complaints from users because of events such as price cuts and suspension of production.
Surprisingly, many people's consumption psychology is to buy up rather than buy down. It has been reported that Tesla has raised the number of cars, and the number of orders has increased. This may be Tesla's clever use of consumption management expectations, and if you don't place an order now, the price may increase tomorrow, which has attracted more people to pay.
So, sometimes boosting sales doesn't necessarily depend on price reductions alone.
The ideal mega lacks active rear-wheel steering, front electric suction doors and other configurations, which may be made up for in a future version, and maybe users who buy cars impulsively will be stabbed in the back.
Brands with a small user base will compensate old users through 0 yuan upgrades, otherwise these users can only suffer dumb losses.
There are also intelligent assisted driving that car companies are promoting, and many consumers take a fancy to this function and buy a car, but the speed of each car company is different, and some people may not need it for a long time. And some old models can't experience the latest intelligent driving technology, and the official can only take the hardware computing power limit as an answer.
Domestic new energy vehicles are gradually improving, the experience of car manufacturing is becoming richer, the configuration of various technologies has become mature, the pace of iteration is also very fast, and there are many consumers, so we can wait for a better product experience. But this also means that a large number of new cars have lost the support of consumers' real money, and car companies do not like to send war reports, which may also be brought by the war.
* War is a normal means of competition between enterprises, which has miraculous effects in the short term, but is not conducive to development in the long run.
As Xiaotong said, the sharp price reduction of car companies will stimulate the demand for automobile consumption in the short term and convert fuel vehicle users, and at the same time will lead to a strong wait-and-see mood among consumers, because they realize that if they don't buy today, they may have better and cheaper ones tomorrow.
Price reduction is a double-edged sword, the sharp blade of car company price reduction is stabbed at friends and friends, and it is also stabbed at the old users who have paid money to support. The user base needs to be maintained by the brand for a long time, and it cannot be broken by continuous backstabbing to break the hearts of users.
In the long run, Xiaotong believes that the war will become a thing of the past, and car companies will promote the stability of automobiles and achieve a healthy pace of iteration, which will not backstab old users, but also allow new users to experience the superiority of new products. Only in this way can consumer confidence in the brand be rebuilt.
However, before the formation of a stable first-class system, the leading car companies will still reshuffle the market order through a series of means such as first-class wars, accelerate the process of elimination, and eliminate or merge car companies with insufficient strength. Until a new market pattern is formed, the battle will continue, and we should recognize this.
The endless war is not conducive to the automotive industry, reasonable profit margins can ensure the healthy development of car companies, and selling cars under the banner of "not making money" or even "selling at a loss" is not really for consumers. Therefore, the first battle will stop at a certain point in the future, and the industry competition will gradually cool down.
As for whether it is suitable to buy a car in 2024, Xiaotong's answer is that it has not changed. For those who just need to use a car, now the new car ** discount is very large, the configuration, rights and interests are very sincere, and it is definitely a time to buy a car worth considering. However, the group that is not in a hurry to use the car is still recommended to hold the currency and wait and see, and it is obvious that the sincerity of the car company will be greater in the future.