On March 1, the ideal MEGA was launched at a price of 55980,000 yuan! The day before the listing, Li Xiang, CEO of Li Auto, said, "The current number of 5,000 yuan small orders for Ideal MEGA has far exceeded the performance of Ideal L9 in the same period in 2022. Merchants and partners, production capacity must keep up, and don't be misled by the assumption that there is no sales of high-end pure electric vehicles. ”
But after the listing, the price of Ideal MEGA was too high, and rumors that more than 10,000 orders had been unsubscribed followed. There are even netizens who spoofed, saying that MEGA is a "coffin".
However, the truth is that the ideal mega may be about to "explode".
According to the statistics of car fans, the ideal MEGA single store has a total of 60 70 small orders, according to the calculation of the current 464 retail centers of the ideal, the ideal MEGA after the launch of the small orders at least 27,840 units, and this is still the data on March 4th!
After the listing, the small order was close to 30,000 units, but it was said that the order was not good! The stock price plummeted @ Li Auto, but it was really wronged!
The average store orders are about 8 to 9 units, which are also calculated according to 464 storesThe large number is at least 3,712 unitsThe conversion rate for large orders is 13About 3%!
An MPV model with a landing price of nearly 600,000 yuan, a large order of 3,712 units! I don't know if it can be called a "hot order"?
In terms of unsubscribed users, as of March 4, about 15% of users chose to unsubscribe (more than 4,000 people chose to unsubscribe), and the unsubscription rate is also very normal. Most of these users think that MEGA's ** is not suitable, and it is higher than psychological expectations, so they choose other competing models. A purchase behavior that is very in line with the laws of the market is a wave of unsubscription in the mouths of some people!
In terms of user structure, it is a fact that there are not as many C-end users who buy Ideal MEGA as expected, and there are many B-end users of leasing companies who place orders, and these users support many orders of Ideal MEGA. In addition, nearly 50% of users buy cars in the name of family cars, with the exception of business reception users.
The selling points of the Ideal MEGA are comfort, large space, and 5C fast charging. To this end, Li Auto will build a total of 2,000 charging stations this year, and build a total of 5,000 charging stations in the future.
At the same time, Li Auto already has a brand effect, is a luxury brand in new energy vehicles, and has a certain brand influence. Coupled with this year's thunderstorm, users will be more careful in buying cars and will be more willing to choose profitable car brands.