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Produced by: Electric Planet news
Author: Yufei
On the evening of May 15, Li Bin spent 219,900 yuan in advance The selling price starts the journey of Ledao.
inherits the nt3 platform, power swap network, smart driving R&D team, and even a complete user community approach from the main brand of NIO , making Ledo l60 a 200,000 pure electric market hit in the first half of this year. Inside, there are products that are even hotter.
"The cheapest replacement car" , this is the positioning of the Ledo L60 by old NIO car owners, and even the entire new car public opinion field.
The question is, can these two labels, "cheap" and "battery replacement", penetrate more circles and reach more mainstream users? At the price range of the L60, do you really need a battery-replacement SUV?
In order to find the answers to these two questions, we found the first-order owners of Ledo L60.
They come from Beijing, Guangzhou, Zhuhai, Changzhou, Nanning and other cities, basically covering the mainstream car markets in the north and south. They made up their minds after watching the press conference, and they are all old pure electric car owners.
l60 What to impress them with? Are they willing to wait nearly four months for delivery, and what are the expectations for Ledo?
Today is a heart-to-heart talk and the first in a series of in-depth interviews with Electric Planet car owners.
1. Who is buying Letao?
The five reservation owners interviewed this time were all intensive users of pure electric vehicles who placed orders immediately after the press conference. The reason why
talks about depth is because they all have nearly ten years, or at least more than seven years of experience in using pure electric vehicles.
For example, @xiaoda from Beijing is an old pure electric car user who has experienced the BAIC ev 160 era. He is also one of the first batch of es6 car owners. He has the right to free battery replacement for life, and l60 is an indicator he hopes to give to his family. Get a new car.
Another example is @小宁, the first batch of es6 and et5 car owners in Guangxi. He was originally a control enthusiast who switched from Mercedes-Benz c-class to Tesla model 3 performance version. He is also the only user among the users interviewed this time. I am a friend who wants to see the control performance of L60. The depth and early stage of
are the deep impression we have after this interview and the establishment of the Ledo reservation owner community.
For example, the scheduled car owner in Kunshan @武伊陈, and the scheduled car owner in Zhuhai @Ahman, they are all long-term followers of NIO. @WU Yichen has also been a NIO stock investor for many years, and used the proceeds to directly buy two et5 and et5t units. car.
At the same time, they also said that the l60 is very suitable for parents to drive, and it is a car that parents may like.
But on the other hand, the above interviewees also have another identity in common: NIO car owners, and they are relatively early NIO car owners.
Xiaoba and Wu Yichen both participated in the Leda launch event for car owners held by NIO Niuwu in their city. They both said that there were many NIO car owners who placed orders on the spot.
This brings up another topic: Letao brand’s ability to break through the circle must start with NIO, but can it extend beyond NIO’s main brand?
2. Who knows Ledao?
talked about the possibility of Ledo breaking out of the circle other than Weilai car owners. The users interviewed basically expressed urgency. What
faces before Ledao is the pre-delivery sprint phase of more than three months, where there are variables and challenges.
A person close to Ledo Auto revealed that Ledo's current sales and system construction are proceeding step by step. Colleagues at the regional general and store manager levels have been in place in May, but the actual orders are better than expected, and the sales system of COSCO Need to prepare with greater capabilities.
Taking Guangzhou where we are located as an example, the L60 exhibition car has been on tour at the delivery center in Panyu District during the Dragon Boat Festival holiday. Only the appearance is displayed. The tour will end on June 11.
According to Ledo Sales, which was promoted by telephone, Panyu will also be one of Ledo Automobile's first store locations. Previously, Li Bin revealed that when the l60 is delivered, the Ledo brand will have 100 stores.
Back to this interview, "volume" and "cognition" are the keywords emphasized by the interviewees.
Xiaoba gave an example: model 3 and model y, their visibility in the sinking market is not low. "Tesla is a brand that everyone knows, but Ledao has difficulties in this regard" .
He believes that the point of "ranking second in the energy replenishment experience industry" is very good. "If you use Weilai, you can use yourself. You can continue to do it."
Xiao Ning said that most of his friends don’t understand Ledao and “don’t even know what it is.”
His opinion is that all old Weilai car owners know how awesome this car is and how cost-effective it is, but you go talk to Tesla owners, or Mercedes-Benz BMW owners, or even potential car owners who are paying attention to BYD , they didn’t even know such a car existed.
Moreover, standing in the Guangxi market, Xiao Ning said that even the main brand of NIO has very low visibility , "far inferior to ideal, which is highly recognized in Guangxi."
Aman said that Letao's current play style is already more efficient under its current status, "packaged into a low-end NIO."
As for traffic, Aman is not worried, because the communication visibility of new Internet cars like Wei Xiaoli and Huami is not low whether it is spontaneously promoted by the media or promoted by enterprises. "New cars are born with their own traffic."
The question is, how efficient can the sinking channels, after-sales, and services that Letao need to overcome can be? "For example, if I am in Jiangmen, Zhaoqing, or even in western Guangdong, I am excited after seeing it online. Can I find a physical store?"
Aman summarized this as "another chicken or egg problem."
3. Is 21.99 enough to explode?
Placing an order is the beginning, and paying the final payment is considered a successful entry.
Changzhou reservation owner @ Sherlock thinks that the pre-sale price of 21.99 is not shocking enough.
When he said it was not shocking enough, he meant that the price drop was not extreme enough, or that the "sword skills" were not extreme enough. "It is still a bit dignified like NIO, and Le Dao should actually fight."
For example, he thinks that the HUD and rear electric adjustment and other enjoyable configurations on the L60 can be cut off or taken out as optional packages. This strategy can allow l60 to have the explosive number of Xiaomi mobile phone 1 13 years ago: 9.99.
"I think this will be more shocking."
Xiao Ning believes that Letao can fully exploit the advantage of baas and make the starting price lower. After baas, the price can reach a broader market.
"My initial expectation was that the price after baas would start at 150,000, so that I could reach Song Dynasty's level."
On the other hand, Wu Yichen believes that the current configuration of the l60 is already a very value-for-money choice at this price. First of all, he I think "the l60 is much better looking than the current es6, and even a little more durable than the main nio brand."
And combined with tools like baas, he believes that spending hundreds of thousands to buy a "Nio quality thing" is a very important concept.
When talking about baas, Aman believes that whether NIO’s “math questions” are straightforward enough is one of the keys to winning new users. The standard version of
l60 will use a brand new battery specification of about 60kwh. He believes that the baas monthly rent of the new battery needs a figure with a lower threshold of understanding, or simply put it simply and crudely.
"It will take at least 6 years (evenly divided) to attract everyone. 00 is about 499 per month. "
He believes that in the market of less than 200,000 yuan, consumers are more than one level more price sensitive. "Weilai The story that can be told is hard to tell if the music is lower."
So back to another question, how much does 0 kWh cost? How much is the appropriate price for the long-range version (cltc 730km)?
Aman believes that 60 kilowatt hours of electricity can be sold for about 50,000 yuan. Both he and Wu Yichen said that large batteries are of little significance. It is more important to ensure the price of standard batteries.
On the other hand, Dad Xiao, who lives in Beijing, said that if he finally orders the L60, he will most likely choose the long-life battery, because iron-lithium really cannot withstand the winter in the north, and the ternary system feels more secure.
So we asked him what he thought was the appropriate price difference between standard battery life and long battery life. Dad Xiao’s answer was:
“Forty thousand is about the same, but even if the difference is really only thirty or forty thousand, some people will not accept it in the end because of competing products. You don’t need 30,000 or 40,000, the general environment is like this.”
4. How good is Ledao?
Until now, the topic has not left Weilai.
then simply opened up and started chatting: Under such fierce pricing as , how many percent of Weilai’s soul can be retained by Letao?
Aman believes that one point that people may not pay enough attention to is the space left for Ledao in the battery replacement station. In other words, it is also a third- and fourth-generation station. How much space will leave for Ledao?
He said that although Ledao's good sales are ultimately good news for the NIO system, after the delivery volume increases in the medium term, it will still be a burden on battery swap stations, especially high-speed battery swap stations.
To sum up, the percentage of NIO’s power swap system bonus that Letao can enjoy determines the recognition of the power swap system by the wider user base.
Another ratio is the extent to which Letao can retain Weilai's service .
All the interviewed users mentioned Niowu. Both Xiaoba and Wu Yichen said that in theory, there would be no problem for Ledao users to enter Niuwu.
Wu Yichen further said that there should not be many cattle houses that are profitable now. According to the current community operation model, Ledao may promote more point consumption, which may allow some cattle houses to become profitable.
"If there are more and more Ledao car owners, can more and more cow houses be opened?"
Another feature of NIO's service is "worry-free".
Aman said that in fact, Weilai has some worry-free services. If you calculate carefully, the cost is not very high, but it is a very unique project, such as picking up and delivering cars, door-to-door tire repairs, etc., which are highly rated by everyone. service items.
"If these can retain 60 to 70%, it will be different for other brands."
But how to grasp the middle degree? If Ledao is very similar to NIO, how can NIO grasp its own characteristics?
Sherlock believes that the next step for Weilai’s main brand may be to continue to increase the price of .
He gave an example. Letao may be like the current Audi , targeting a market of more than 200,000 yuan, while the main brand of Weilai may start from the nt3 platform to further increase product value, "a bit like Porsche The meaning of ".
Wu Yichen also believes that the emergence of Letao actually gives Weilai more reasons and room to rise. "For example, the current 5 and 6 can be upgraded in configuration and price in the future."
Xiao Ningze It is believed that the Ledo brand’s priority is sales volume, and the sales volume of the Weilai system will be increased.
He gave an example. What Ledao urgently needs now is to make a three-row SUV, "es8 Youth Edition, two to three hundred thousand, benchmarking the ideal L8 level" .
How many units can be delivered in the fifth and fourth quarters?
At the end of the interview, I will ask the users a question: How many units do you think Ledao can deliver in total in the fourth quarter?
Arrange from least to most, "I hope the total number of units will exceed 10,000 in three months" is the delivery result that Sherlock believes will show quality, "It will be good if the total number of units exceeds 10,000 in three months."
Xiao Ning believes that has about 6,000 every month. As the owner of the first batch of es6 and et5 cars, he believes that solving the small problems in the early batches is the next point of the NIO system that cannot be missed.
Xiaoba's prediction is "The maximum impact on monthly delivery in the fourth quarter is 8,000" . He also believes that 20,000 in three months is a more rational judgment on the ramp-up of production capacity.
Wu Yichen's prediction is that "averages over 10,000 units in three months" , which is a delivery performance of 30,000 units in a single quarter. He believes that the f2 factory is still capable of hitting a monthly output of 10,000 units.
Aman thinks that "if it has a total of 40,000 in three months, it is very good." , he thinks that Letao was released a little late.
"The key is how cost-effective the final price is."
(End)
