Ideal MEGA, not so ideal

It has been five days since the release of the ideal mega, and unusually, in this nearly 5 days, the ideal official has revealed very little about the sales of the mega, which is different from the frequent good news in the past, and the ideal mega after the release is surprisingly quiet.

Ideal mega

Dading's data has not been released for a long time, and it is unknown whether the sales performance of MEGA is hot or cold. Until last night, the two channel tracking agencies of New Channel Observation and Che Fan successively disclosed the order situation of Ideal Mega 72 hours after the release on social platforms.

According to the listing tracking report released by @新channel observation-Batian shows:

Within 72 hours of its launch, MEGA had about 3,218 large orders nationwide (about 10,297 unsubscribed).

After the new car was launched, the number of visitors to the store was ideal, about 30% for the L series and about 70% for the mega

Users who come to the store to see MEGA are mainly wait-and-see, and the actual order quantity is not high

In the wee hours of the morning, car blogger @Sun Shaojun 09 also released the listing tracking report of car fans, which pointed out:

The average mega store has 8-9 orders, and the average store has 60-70 orders

The proportion of mega stores is growing rapidly, but the vast majority of them are curious users

The selling price exceeded 500,000 yuan, and the purchase mentality of Dading customer groups was more like toys, and some business users reported that it was not commercial enough

The comparison model is mainly the Li L9, which accounts for about 20-30%.

After the announcement of mega **, other competitors in the same level ushered in a significant return

Ideal mega arrives at the store

Two 72-hour first-line listing tracking reports were released, and the former opened the skylight to speak brightly, which was slightly explicit and direct; The latter only mentions the store and does not mention the total amount, which is relatively subtle and obscure.

However, based on the number of MEGA stores nationwide 351, 9*351=3159, the Dading data provided by the two is also roughly matchedWe were able to have a relatively clear interval of 3100-3500 units for the 72-hour period of mega's release.

At the beginning of the release, the ideal mega did not achieve satisfactory sales results.

Probably the least ideal of all

By 2030, among the more than 200,000 household users in China, the ideal only needs to eat 1 3 to achieve more than one trillion in revenue. If it can still have a good performance overseas, in 2030, in the home user market of more than 200,000 alone, it is ideal to achieve a global operating income close to that of the iPhone.

Starting from the ideal one, Li Xiang, who has a fierce eye, wants to cut into the largest family car market. In fact, the precise entry into the big family market has also given Li Xiang a return that exceeds expectations.

The ideal starts with one. In October 2018, Ideal officially released the brand's first intelligent medium and large SUV, Ideal One. Since its delivery in December 2019, Ideal ONE has contributed more than 200,000 new vehicles throughout its product life cycle, and once held the No. 1 position in the sales of more than 300,000 models. The highly successful Ideal ONE has helped Ideal lay a solid foothold in the knockout round of new forces.

Ideal one

In the third quarter of 2022, driven by ambition and industry pressure, Li Xiang officially released a new range model, the Ideal L9. From the ONE to the L series, the ideal sales focus has also completed a tight and smooth transition. Positioned from high to low, the three models of L9 8 7 are the mark of Ideal to deeply cultivate the family segment. The successful iteration of the product system has achieved the ideal best state.

The year 2023 that has just passed is the most successful year in the history of Ideal. In December, the ideal monthly delivery volume successfully exceeded 50,000, and the cumulative delivery volume for the whole year was 3760,000 new cars have become the big winners of the year for new car manufacturers.

The record sales volume is reflected in the financial report, which is a money figure for nothing. Ideal full-year revenue reached 1238500 million yuan, with an annual net profit of 1180.9 billion yuan, and the cash reserves lying on the account came to 1036700 million yuan. In only 8 years, Ideal has achieved 100 billion revenue and 10 billion profits from the establishment of the brand.

We can find that behind the great success of Ideal is a blue ocean of growth of new energy family SUVs in China. Discovering and settling in the subdivision space and accelerating the replication and expansion of the right to speak are the most distinctive market characteristics of the ideal.

At the press conference of the ideal MEGA, Li Xiang once talked about the original intention of the ideal MPV - 6 seats can no longer meet the needs of the current family, the product power of the mainstream high-end MPV is extremely poor, and larger families need a larger and better MPV.

In the middle of last year, Li Xinyang, the head of the ideal pure electric product, once said when talking about the MEGA: When the ideal set the sales target of the MEGA, it is not to look at the total number of high-end models, new energy models, and MPVs, and how much we share, but we believe that after solving these fundamental problems, the MEGA can become the sales champion of all models in this price range. 」

However, the premise of creating new things is to first respect the objective laws, first talk about adapting to the ecology, and then talk about creation and breakthroughs.

In the domestic auto market, the market share of MPV models has been stable at about 5% for a long time, and the overall market itself is not large. If the dimension of the investigation is drawn closer to the MPV market of more than 500,000, the ideal survival space will be narrowed again, according to relevant statistics: last year, the sales volume of the terminal transaction price of more than 500,000 was about 5840,000 units, accounting for 2 of the overall car market68%；Among them, the sales volume of MPVs is about 520,000 units, only 02%。

0.The market share of 2% is still not the limit of narrowing, and the term "pure electric" is screenedIn 2023, there are only three pure electric MPVs with more than 500,000 units – the Zeekr 009, the VOYAH Dreamer, and Volvo's recently launched EM90. Aside from the EM90, which has just begun to enter the delivery cycle, the total sales volume of the Zeekr 009 and the VOYAH Dreamer EV is around 240,000 units, only occupying the market of 500,000 transaction prices

Respecting objective laws and market ecology, consumers will vote with their feet. According to the interpretation of the annual new energy market of Jielan Road, the new energy MPV with the highest comprehensive pricing and sales volume in 2023 is the DM-i version of the DENZA D9, accounting for nearly half of the annual new energy MPV market.

The ideal of seeking a breakthrough in the family market not only weakens its own market characteristics, but also always has a feeling of "narrowing the road." It is not easy to achieve the first sales volume of more than 500,000 in all categories on this very small segment track, and we take the current sales of more than 500,000 models BMW X5 as a longitudinal reference: according to relevant retail data, the cumulative sales of BMW X5 last year were about 930,000 units, with an average monthly sales of about 7,767 units. In other words, to become the number one in the overall category, MEGA needs to maintain an average of 8,000 units sold per month.

Born in a tight sales space, the ideal mega may be the least ideal product.

In addition, the appearance of the mega is also in a difficult situation.

In the first-line report released by New Channel Observation, we can also find that car owners and users are polarized in design aesthetics. According to the report, this time Zhejiang's orders are okay, and Dading basically accounts for 10%. Guangdong and Jiangsu, which are more traditionally better, are generally higher than Zhejiang, and the order volume is very poor.

The impact of appearance on sales is also reflected in the report of car fans, @孙少军 09 pointed out that the configuration feedback is satisfactory, but the customer thinks that the appearance is too advanced and is waiting for the delivery feedback; Some stores report business needs, and customers think that it is not commercial enough.

Different from the traditional MPV design, the body appearance of the Ideal Mega adopts a teardrop-shaped design, the front end of the same Harmony, and the avant-garde and advanced silhouette elements, which establish a high degree of recognition for the Mega.

The avant-garde design concept can jump out of the shadow of the traditional MPV, so that the design has a new look and is not out of the ord. We must admit that the appearance of the ideal mega is advanced enough, but the advanced appearance aesthetic is often only for a very small group of people. Especially in the already niche electric MPV market, the MEGA also needs to bear the pain of being more niche than the niche.

The MEGA controversial tail design

The exterior design of the mega not only brings a peculiar regional economy to sales, but also a general wait-and-see mood. The appearance is difficult to take into account business needs, and the main household attributes are also facing the struggle of high pricing and untamable appearance.

mega, flush out of the buffer

The planning logic of mega products is very simple, that is, the price segment and the family size of the two elements, the scale of more than 500,000 part of the body form is about 600,000 units per year, but the penetration rate of new energy is very low, only a little more than 11%. In September 2021, the market size and penetration rate of 40-500,000 are also this number, and the two are strikingly similar. One year after the L9 was launched, the market size of this market has grown a lot, and the concentration has also increased a lot, and the penetration rate of new energy is close to 40%, which is a threefold increase.

User demand is very simple and direct, but there is no good supply. The same is true for the market of more than 500,000 people, most users want to buy a comfortable car, we do a good job of the product, and we are confident to gain a market share that was unimaginable.

However, judging from the performance of Dading after the release of MEGA, it is actually not optimistic to open the original 11% market like L9. This is also a barrier between range extender models and pure electric models, and the L9 can shine, not only to hit the largest family SUV market in China, but more importantly, the range extender is a buffer comfort zone for consumers to switch to new energy.

The existence of the fuel tank can support the bottom, giving the owner a sufficient reason to replace and be willing to pay for the extended range, the owner user will not necessarily pay for the more radical pure electric products, MEGA has rushed out of the buffer zone of the ideal range extension.

We used to write in the 55980,000! Ideal released its first pure electric model, MEGA, and one more thing", which made a simple and crude dismantling of Ideal's 2024 sales target. Without considering the new car release cycle and production capacity ramp-up, the average monthly sales volume of ideal pure electric vehicles needs to reach 170,000 units. In reality, the ideal mega that plays the pure electric front line needs to bear more sales pressure.

The initial setback of the mega does not represent the failure of the ideal pure electric vehicle.

For the ideal,The MEGA is more like a pure electric tone product, and the pure electric M series is the main thingThis is also in line with the ideal positioning logic of starting from a high fight. MEGA has set a tone for the ideal pure electric, and has set a tone for breaking out of the buffer comfort zone, as for whether the ideal pure electric spectrum is well compiled, we have to wait for the M series.