Recently, an automobile blogger exposed a complaint notice letter from Li Auto to a certain platform, which pointed out that some users made malicious P pictures of Li Auto's new MEGA model, using "Dian" and related patterns, and marking "new energy funeral car" on the bottom of the body, which seriously infringed on the product image and brand reputation of Li Auto, and infringed on the reputation of Li Auto. Ideally, the platform is required to delete the relevant content.
This news immediately caused an uproar, at present, the links involved in the notice letter have been unable to open, Li Auto also said that the netizen who issued the notice letter has changed the account name, can not find relevant information, is currently being resolved.
It is reported that in the past six months, there have been frequent complaints about the ideal car on the Internet, and the turmoil about the ideal car seems to have never stopped. From January to February this year, many netizens complained that the price of the Ideal L7 dropped sharply after picking up the car, which was suspected of defrauding consumers. One of the netizens said that the sales hinted that the discount in December 2023 would be the largest and lured him to place an order, and another netizen said that the sales clearly informed that the price would not be changed, and the price reduction information was transmitted 40 days after the purchase. In December 2023, some netizens complained about the same model, and the car seat was bulging after only half a year of use, and it was equipped with **and** evidence.
This is not the first time that Li Auto's quality problems have been exposed. On July 17, 2022, according to a CCTV report, there was a problem with the suspension of an ideal L9 test drive, and the left front wheel of the vehicle was stuck in the body and could not drive normally, which was suspected of a vehicle air suspension failure. According to the screenshot of its ** network chat records, the car experienced a "bang" after a sudden braking, and the front overhang broke. In this regard, Li Auto said: "This fault is a case problem of parts of non-production models, and the cause has been identified, and this problem will be solved on the final production body." ”
Previously, Ideal was also suspected of deliberately concealing new car information in order to allow customers to buy old models. According to the information network on June 29, 2021, in April of that year, Mr. Wang, a citizen, bought an ideal ONE car at the retail center of Qingdao Golden Lion Plaza of Li Auto, and the sales consultant informed him that there would be no facelifted model in the near future. But a month later, Ideal held a press conference to unveil the 2021 facelifted model.
At the same time, this series of skeptical voices stands in stark contrast to the glamorous achievements of Li Auto. When Xiaopeng, Weilai and other car companies are still struggling with huge losses, Li Auto has already "won". On the evening of February 26, Li Auto disclosed its financial report and achieved an operating income of 1238 in 20235.1 billion yuan, becoming China's first new power car company with an annual revenue of more than 100 billion yuan, with a net profit of 1180.9 billion yuan, the first annual profit since delivery, not only to achieve a turnaround, but also according to the profit value of more than 10 billion, it can be said that "one go" offset the cumulative loss in the previous five years. Behind the revenue of more than 100 billion yuan is the sharp increase in the delivery volume of Li Auto. According to the data, in 2023, Li Auto will deliver 3760,000 units, a year-on-year increase of 1822%, becoming the sales champion of new energy vehicles of more than 300,000 yuan in the Chinese market. In addition, this earnings report sent Li Auto's stock price soaring, with its U.S. stocks surging more than 18% and Hong Kong stocks surging 25%. Overnight, the value of Li Auto's beauty rose to 438US$6.2 billion, with a Hong Kong ** value of over HK$370 billion.
Such an impressive achievement has greatly increased Li Xiang's confidence, and he has set a delivery target of 800,000 units in 2024, compared to 37Deliveries of 60,000 units will more than double. However, looking at the environment of new energy vehicles, it is not easy to achieve this goal. On March 4, in just 24 hours, a number of industry leaders invariably joined the first battle. Xpeng did the g6 to 18990,000, BYD directly lifted the table, and the competition in the market of more than 200,000 will be more intense. Coupled with the encirclement of new forces such as Huawei Wenjie and Xiaomi Automobile, as well as traditional car companies, it is conceivable that Li Auto is about to encounter a "tough battle".
In addition to the external competitive pressure, the internal pressure of Li Auto should not be underestimated. It is reported that although Li Auto is currently accelerating the layout of 5C super charging stations, the energy replenishment speed is very fast, but in the number and density of outlets and other aspects involving infrastructure construction, a series of evaluations and investment in a lot of money are still needed. In addition, with the continuous iterative upgrading of AI technology, there is still a gap between Li Auto's investment in intelligent driving research and development and that of its excellent peers.
This year's new energy vehicle competition has kicked off, and it will be interesting to see if the ideal car can continue to "laugh proudly".
Information network commentator cloud.