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No more challenges to BBA! Ideal car downgrade sales target

2024-04-13 Update From: AutoBeta NAV: AutoBeta > News >


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A document called "Summary of Internal Communication of ideal car" has been revealed that the ideal car may lower its annual sales target. According to the minutes of internal communication, due to the lower-than-expected sales orders, the delivery volume in the first quarter of 2024 is expected to be 7.6-78000 vehicles, and the full-year sales target will change after the downgrade of the guidance. The sales growth rate in 2024 is 50% Rose 70%, corresponding to the sales guidance of 56-640000 vehicles, which is 16-240000 vehicles lower than the previous 65-800000 vehicles. This also means that ideal cars may fail to challenge BBA China sales target.

In addition, in view of the various problems that arise after the listing of MEGA, it is clear that even if the performance of MEGA falls short of expectations, there will be no adjustment in pricing, which will boost the performance of MEGA market in three aspects: 1, strengthening the infrastructure of charging piles; 2, further grasping the core user group of MEGA; and 3, solving problems in a down-to-earth manner. For infrastructure construction, the latest guidelines are that there will be more than 10,000 urban charging piles and more than 3,000 high-speed charging piles in 2024. It is understood that the sales forecast of ideal car for MEGA has dropped to 2000 vehicles per month, and after the above changes, the monthly delivery volume of Q4 is expected to increase to 4000 to 5000 vehicles. The monthly sales volume of ideal car for MEAG is expected to be 8000 vehicles, challenging the first overall category sales of more than 500000 vehicles.

At present, ideal cars mainly rely on L-series volume, although the L-series product market has been suppressed, but the market share has not changed much, ideal cars will not consider price reduction for the time being. Ideal Motors said that the price reduction of luxury brands would have a negative impact on brand power, especially that the price reduction of new models is tantamount to drinking poison to quench thirst. The ideal L6 is likely to be launched after the 2024 Beijing auto show and is expected to sell more than 20, 000 vehicles a month.

However, as of press time, the official of ideal Automobile has not commented on the relevant information. Ideal car insiders told Interface News that the interior had not been notified of the adjustment of the annual sales target, but that the adjustment would effectively reduce internal pressure and focus on the product offensive.

On March 21, ideal CEO Li wants to release a full letter internally, reflecting on the rhythm and sales volume of the ideal MEGA, as well as adjusting the product operation, dealers, charging network layout and sales expectations.

Li would like to mention in his internal letter that ideal MEGA and high-voltage pure electricity must go through a stage from 0 to 1, which is similar to that of extended range electric, and cannot have an operating potential energy from 1 to 10 as soon as the ideal L-series is listed, but the ideal car mistakenly regards the commercial verification period of the ideal MEGA from 0 to 1 as a high-speed development period from 1 to 10, resulting in a miscalculation of the strategic rhythm of pure electricity. Li Xiang said that due to the chaotic rhythm of MEGA, the sales team has greatly reduced the time and effort to serve L-series users, and the ideal L8, the main model, even has no place for storefronts. Next, it will abandon the fully blooming sales strategy, focus on product experience and test drive in large retail centers in the head city, and accelerate the construction of supercharging stations in these cities.

In the letter, Li also reflected on the staff's excessive focus on sales: "We pay too much attention to sales and competition from top to bottom, so that desire exceeds value, resulting in a significant decline in user value and business efficiency, which we used to be best at." the pursuit of desire makes us people we hate. " To this end, the ideal car will reduce sales expectations and desires, return to healthy growth, return to the improvement of user value that is best, and return to the improvement of business efficiency that is best.

Not long ago, ideal Automobile handed over a perfect financial report with a revenue of 123.85 billion yuan in 2023, making it the first new car-building force in China with an annual revenue of more than 100 billion yuan, with a net profit of 11.81 billion yuan, making a profit for the first year since it was delivered. By the end of 2023, the company's cash reserves reached 103.67 billion yuan, sufficient cash flow can support it to spend money on sales and replenishment, as to whether the ideal car can win this turnaround remains to be verified.

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