The "highway high-speed rail" is finally here. On March 1, at Li Auto's 2024 spring press conference, Li Auto officially launched its first pure electric model, Li MEGA, which is also the first new model after Li Auto's "dual-energy strategy".
After the revenue of Li Auto exceeds 100 billion yuan and the net profit exceeds 10 billion, the pure electric model Ideal MEGA will also be given different expectations. Li Xiang, Chairman and CEO of Li Auto, said, "Li MEGA will become the next hot product of Li Auto. ”
Even in the face of the industry's best war, seeing that WM Motor and Gaohe Automobile are facing difficulties, Apple gave up its car-making plan. Li Xiang is still full of confidence, or the success guidance of "study hard", Li Auto is striding to challenge the next 100 billion revenue.
The scene of Li Auto's 2024 spring press conference. Photo: Photo by the Beijing News Shell Financial Reporter.
Li Auto has entered the era of pure electric vehicles, aiming at the market of more than 500,000 yuan.
On March 1, Li Auto's first pure electric model, the Ideal MEGA, was finally launched. Ideal MEGA adopts an 800V architecture and jointly develops a Kirin 5C battery pack with CATL, which can achieve a range of 500 kilometers in 12 minutes of charging.
Li Xiang, chairman and CEO of Li Auto, said that every pure electric model launched by Li Auto, including Li MEGA, will be equipped with 5C supercharging capacity as standard.
From the entry of the extended range to the layout of the pure electric market, Li Auto has been preparing for a long time. To this end, Li Auto announced in April 2023 a "dual-energy strategy" that includes two major directions: "intelligence" and "electric energy". Among them, the energy replenishment network is the most critical.
In the high-speed scenario, Li Auto has built more than 300 supercharging stations so far, and plans to invest more than 6 billion yuan in the future to build more than 5,000 directly-operated 5C charging stations, covering 95% of the country's high-speed and important national highways.
In urban areas, charging stations with a franchise model will also be implemented on a large scale in 2024. The average charging power of the Ideal MEGA using urban supercharging piles reaches 300 kilowatts, and 15 minutes of charging can supplement the range of 500 kilometers.
In addition, Ideal MEGA will also provide 20 kW DC charging piles for users to choose, fully covering the daily energy replenishment scenarios of pure electric users.
In addition, the ideal mega configuration is full. "Salesman" Li Xiang has no shortage of praise for it, "comparable to the energy replenishment efficiency of fuel vehicles, the styling of the new era, the wind resistance of coupes, the space of whales, the comfort of D-class luxury cars, the safety of flagship SUVs, and the ideal classmates who are getting smarter and smarter." ”
The software and hardware equipment, products and energy supplement system are ready, Li Xiang has high hopes for this, "Ideal MEGA will become the next explosive product of Li Auto, and it will also completely subvert the sales pattern of more than 500,000 cars." ”
The price of the ideal mega is 55980,000 yuan is expected in the market. With the addition of the Ideal MEGA, the competition in the MPV market has also intensified, and models such as the VOYAH Dreamer, Xpeng G9, Denza D9 and ZEEKR 009 will also face pressure.
However, there are also voices in the market that the biggest competitor of Ideal MEGA is Ideal L9. This will also make consumers have a difficult choice between range extender and pure electric, SUV and MPV.
The competition in the industry has intensified, and the ideal L series has been upgraded.
A new round of ** war has begun, and the economic plug-in hybrid model ** has been explored again. With the official start of a new round of ** war after the Lunar New Year, more and more car companies have followed up and launched preferential measures of different strengths.
Li Auto has responded by upgrading its configuration, and along with the launch of Ideal MEGA, there are also 2024 ** products of Ideal L7, Ideal L8, and Ideal L9. The 2024 Ideal L series will be equipped with 523kwh large battery extended range electric system; Realize the standard configuration of the whole series of magic carpet air suspension; All models are equipped with nine airbags as standard.
In 2023, Li Auto will rely on the blessing of the "three children", and the company's total car delivery will reach 376,030 vehicles, a year-on-year increase of 1822%。The growth of deliveries boosted the growth of the annual performance, and Li Auto achieved revenue of 1238 for the whole year500 million yuan, a year-on-year increase of 1735%。
The gross profit margin of vehicles, the company's gross profit margin continues to increase, which also enables Li Auto to turn losses into profits in 2023 and achieve annual profit, with a net profit of 118100 million yuan.
Although it will be hard in 2023, it will also achieve Li Xiang's goal, break through the 100 billion revenue mark, and become the third new energy vehicle company in the world to achieve profitability after Tesla and BYD.
The pressure on other car companies, Guotai Junan International Research Report mentioned that a new round of the first round of war will intensify, resulting in an increased wait-and-see mood in the market, and the release of terminal demand will be hindered in the short term. Recently, the stock price of the auto market has gradually bottomed out, and the new car cycle in March is expected to drive the auto market upward.
From the end of February to the beginning of March, including the "new forces of car manufacturing" NIO and Leapmotor; As well as traditional new energy vehicle companies such as BYD, Great Wall Motor, Geely Automobile, Zeekrypton and other major car companies have launched new models and facelifts.
This also means that the market will be more competitive in 2024. Li Auto will also step up its attack, "2024 will be a big year for Li Auto products." In March, Ideal MEGA was released and delivered. By the end of the year, the product line will include 4 range extenders and 4 pure electric models, with a total of 8 models. ”
Wang De'an, an analyst at Ping An, believes that optimistic about the growth of high-end new energy vehicles represented by the ideal and Huawei ecosystems in 2024, although Li Auto has not yet proven itself in the field of pure electric vehicles, the company has fully demonstrated its product definition, channel control and chain management capabilities in the field of range extension, and the company's range extension models are still expected to maintain growth and contribute stable profits in 2024.
Study hard" is the success of Li Auto.
The new energy market is changing rapidly, WM Motor encountered an operational crisis last year, and this year Gaohe Automobile is also facing the dilemma of "selling out". Recently, Apple also announced that it would abandon car manufacturing.
In this regard, Li Xiang posted on Weibo on February 28 that Apple's abandonment of car manufacturing and choosing to focus on artificial intelligence is an absolutely correct strategic choice, and the timing is also appropriate.
When someone suggested that Li Auto lay out RVs, trucks, sports cars, senior cars, etc. Li Xiang believes that the cognition of seeking truth from facts is really a fatal thing in strategic choice, and not knowing that you don't know is the most terrible.
Choice is more important than effort, because a good choice must be self-driven, and a bad choice process is often self-moving, and the result is a comprehensive injury without dead ends. Li Xiang mentioned.
Will it lay out the market below 200,000 yuan? Li Xiang said at the performance meeting that in the next five years, Li Auto will not launch models below 200,000.
In fact, Li Auto will adjust the ** range of smart electric vehicle products in 2021. The lower limit of the range has been raised from 150,000 to 200,000, which means "strategically focusing on new energy vehicles between RMB 200,000 and RMB 500,000".
Li Xiang believes that by 2030, 35% of China's home user market with a price of more than 200,000 yuan will be trillions, and if it wins some overseas markets, it will be able to exceed the peak global turnover of the iPhone.
More than 200,000 new energy vehicle market, in the fourth quarter of this year, will show the result that the top three brands eat up 70% of the market share, not CR5, but the head of CR3, which is more concentrated than fuel vehicles, and smart phones. Li wants to predict the market pattern this year.
Li Xiang's self-confidence may stem from Li Auto's success of "studying hard". "Apple for products, Tesla for business, Toyota for manufacturing, Huawei for organization, and Microsoft for change. At the current scale, the most important thing is to study well. Li Xiang mentioned after the start of the Spring Festival in the Year of the Dragon.
Beijing News Shell Financial Reporter Chen Weicheng.
Edited by Tao Ye.
Proofread by Wu Xingfa.