In the past two months, Ideal Auto has been under great pressure. The strategic failure of
mega has made Li Xiang's marketing strategy much milder. Switching from extended range to pure electric is the only way for the development of Li Auto. At present, Li Xiang's first pure electric model is not a success.
data shows that in May, the sales volume of mega was only 614 units, and the annual sales volume is not expected to exceed 8,000 units!
Obviously, this is not the result that Li Xiang, the king of Weibo, wants. After all, the sales of the four corresponding L series models in May, L6, L7, L8, and L9, were 13,000, 9,500, 5,300, and 6,500 units respectively.
mega's misstep caused Li Xiang to adjust his operating strategy. Extended-range SUVs are still the core pillar supporting the operation of a huge enterprise.
But since this year, the sales of L series products are also not excellent. In particular, the overall sales of L8 and L9, which have higher unit prices, have shown a downward trend.
Judging from the pace of l6’s launch, it has been climbing at an extremely fast rate in just one month. According to ideal sales, a large amount of production capacity is currently tilted towards l6.
You should know that the average transaction price of Ideal One before L6, including L7, L8, L9 and other models, is not low.
Last year, the sales volume of L9 exceeded 10,000 units for many consecutive months. In November and December, the sales volume was more than 12,000 units for two consecutive months. It became the first choice for 500,000 units, which strongly impacted BBA’s high-end market share. The sales of
l8 are also very rapid. Together with the l9, they are called the twin stars. The sales volume has exceeded 12,000 units for many consecutive months, crushing the high-end models of second-tier luxury brands.
Therefore, the ideal sales target in 2024 is a maximum annual sales volume of 800,000.
However, this year's sales target has begun to be adjusted, not only because of mega's missteps and inability to provide sales momentum, but also because another powerful opponent has appeared in the market, aito. The two models
m7 and m9 are frantically digging for ideal market share.
Since October last year, the sales volume of M7 has exceeded 15,000 units in many months, and the sales volume in three months has exceeded 20,000 units. As a large-size SUV with a price of 300,000, the sales performance of M7 has undoubtedly overwhelmed the L7. market share.
In addition, m9 also began to be delivered on a large scale in April this year. It has achieved sales of more than 15,000 units for two consecutive months, becoming a huge rival of l9. It is also true that in April and May this year, l9 sales continued go lower.
The user share of the high-end electrification market is growing relatively slowly. If a direct competitor appears, the L9 user group will inevitably be effectively converted by Aito.
Last week, the difference in weekly sales between Ideal and Aito was only about 1,000 units.
It is worth mentioning that more of aito's sales are concentrated on the two models of m7 and m9, and the current car delivery cycle is very long, especially for the m9, the car delivery cycle is more than three months.
And the ideal product has tilted towards L6, and the performance of high-end models is relatively weak. Why is there such a big shift in
consumption, from one brand to another in just half a year? The reason is actually very simple. The industrial structure is transforming from the ideal "big and beautiful" to the "beautiful and complete" of aito.
In this year’s Q1 quarter, in terms of vehicle lidar shipments, Huawei’s market share suddenly became the first in the industry, surpassing Hesai, Sagitar, Concentrator, and the sudden increase in market demand for lidar. It is Huawei ads automatic driving assistance system.
Currently, among Huawei-led models, both the S7 and M series are equipped with the mainstream 192-line semi-solid-state lidar, and are equipped with high-speed and expressway intelligent navigation systems as standard.
Urban smart driving has also become a necessary activation item for car owners.
Moreover, with the enrichment of the Hongmeng OS industry chain and the shipment volume of Hongmeng system surpassing iOS in Q1 this year, this means that in the high-end mobile phone market, the appeal of Huawei products has been improved to a certain extent. The mutual bonding of
car terminals and mobile phone terminals, coupled with industrial transformation and upgrading, and the arrival of high-end users' car and phone replacement periods, aito's energy will increase in the new energy sector in 2024.
Attributes and product capabilities such as ads, lidar, and Hongmeng cockpit are not available in Ideal, so for more people, Aito’s value is higher than that of Ideal.
In fact, in terms of the terminal market, the results are obvious due to the hot sales of , ideal l6, and the short supply of aito m9.
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