After the release of Li Auto's 2023 earnings report, the stock price soared 20% in one day, and the market value reached a staggering 300 billion, second only to Tesla and BYD's new energy giants.
However, not long after the release of the Ideal MEGA series recently, the market reacted coldly, with an astonishing number of unsubscriptions for bookings, the stock price continued to be **, and the market value evaporated by nearly 50.6 billion yuan.
The high price of the ideal mega is 5990,000, but because of an online P picture, he was ridiculed by netizens.
It also makes the future direction of Li Auto full of variables and suspense.
Shortly after the release of the financial report, Li Auto launched the **MEGA series of models, this new series was intended to continue the glory of the L series, but the reality is cruel.
The market for the MEGA series was unexpectedly sluggish, and the high number of unsubscriptions became a problem that the company had to face.
The policy of only paying a deposit of 5,000 yuan for bookings has failed to retain the hearts of consumers, and the huge proportion of cancellations reveals a reality: the new model does not meet consumer expectations.
This phenomenon quickly turned into a concern for investors, and the reaction was even more direct and rapid, and the stock price of Li Auto began to suffer a heavy fall.
On that turbulent trading day on March 4, Li Auto's stock price experienced a staggering 1289% plummeted, and the market value evaporated by nearly 40 billion Hong Kong dollars.
On March 5, although the decline narrowed, the market value still decreased by about 15 billion Hong Kong dollars, and the cumulative loss exceeded 50 billion yuan.
In just two days, Li Auto's market capitalization has undergone a jaw-dropping sharp turn. 
The turbulence in the market is not unrelated to the pricing strategy of the Ideal MEGA series.
Since its establishment, Li Auto has adhered to the high-end route, and the strategy of an average selling price of up to 340,000 yuan has won the company a certain market share and profit margin.
However, the MEGA series is priced at a whopping $5990,000 yuan, far more than any previous series, this ** obviously discouraged many potential buyers.
Although the MEGA series has technical advantages, such as a range of 500 kilometers on a 12-minute charge, spacious seven-seat space, etc., these highlights are not enough to cover consumers' sensitivity to **.
Netizens had a heated discussion on the pricing strategy and model design of the MEGA series, and some even sarcastically said that the appearance of the new model was like a "hearse", and the P picture was widely circulated on the Internet, and obvious dissatisfaction spread rapidly on the Internet, causing a lot of social pressure.
At the same time, Li Auto is also facing fierce competition from within the industry.
In particular, Wenjie Automobile, which is supported by Huawei Automotive Technology, has entered the market strongly, and the brand's product positioning is similar to that of Li Auto, but it is more accessible to the people, which has directly impacted Li Auto's market share.
Faced with the challenge of Wenjie Auto, Li Auto's market strategy seems to be in a dilemma: either to cut prices to maintain market share, or to maintain the top position to maintain brand image.
At the same time, the performance of Wenjie Automobile, which has strong technical strength and sophisticated marketing methods, is becoming stronger and stronger in the market, providing consumers with more choices.
Driven by this series of events, the competition in the new energy vehicle market is becoming more and more fierce.
For automotive companies, it's a battle of technical prowess, market positioning, and brand image.
And for consumers, this competition not only means more choice, but also more favorable ** and services.
As an important player in the industry, Li Auto's future trend will undoubtedly become the focus of industry observation.
As for the future direction of MEGA, maybe time will tell us the answer!