On April 22, Ideal Auto announced that the brand is about to usher in a wave of price cuts. The price reductions are applicable to many of its existing models, such as Ideal L9 series, multiple versions of L8 and L7, and also involve the latest launches. The price of model ideal mega dropped from 559,800 yuan to 529,800 yuan, a drop of 30,000 yuan.
This comprehensive price reduction marks the first official price reduction for a new model since Li Auto was founded in 2015. Although Li Auto has implemented many indirect price reductions through other methods before, such as a limited-time discount of 10,000 yuan in the form of insurance subsidies in August last year, and a promotion launched earlier this year on the grounds that a new model is about to be released, this direct price reduction But this is the first time, and we have received a guaranteed price commitment from the store.
It is worth mentioning that Li Auto has decided to provide cash rebates to car owners who have purchased the 2024 Lideal l7, l8, l9 and mega models to make up for their losses due to price cuts. This practice of giving back the difference in purchase price of a car in cash is rare in the automobile industry. It is reported that some car owners have stated that they have received this refund. However, only owners of 2024 models can enjoy this benefit.
Looking back a year ago, Li Xiang firmly stated at the spring media communication meeting that Li Auto would not cut prices. However, entering 2024, facing the challenge of sales, even Li Auto has to follow the trend and adopt a price reduction strategy. Does this correspond to Guevara's famous saying - "Face reality and be loyal to your ideals"?
In 2023, Li Auto's delivery volume will continue to rise, from 15,000 vehicles per month to 50,000 vehicles, with annual delivery volume reaching 376,000 vehicles, becoming the sales champion among new power automobile brands. This achievement, coupled with the launch of multiple new models, makes Li Auto full of confidence in the market prospects in 2024 and has set an ambitious target of 800,000 vehicles. However, the price war and more intense competition in the market this year have caught many car companies off guard, and Li Auto is no exception. Industry observers believe that the price cut is ideally a positive response to market pressure and an effort to remain competitive in fierce competition. Although Ideal achieved 80,400 vehicle deliveries in the first quarter of this year, a year-on-year increase of 52.9%, Ideal still needs to accelerate its pace to achieve its annual goals.
Not to mention the Ideal Mega, as a highly anticipated pure electric MPV, its market performance has not met expectations, which has affected the sales of the Ideal brand and other models. As for why the Ideal L6 did not participate in the price reduction, it is because its pricing is equivalent to the sincere price after the price reduction, and compared with its main rival Wenjie m7, the entire Ideal L6 series comes with four-wheel drive as standard. At present, the sales response of the L6 is good. Li Auto announced that the number of orders for the Lili L6 within 72 hours of its launch has exceeded 10,000 units.
