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Reflect on landing! Major adjustment of ideal car

2024-06-25 Update From: AutoBeta NAV: AutoBeta > News >


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According to 36 krypton reports, on the afternoon of April 3, ideal Automobile issued a full announcement announcing an upgrade to the matrix organization, involving the organizational structure adjustment of several departments. This is also the substantial progress that ideal car ushered in after ideal car founder and CEO Li Xiang issued an internal reflection letter admitting his mistake on March 21.

According to the above report, the organizational change is mainly concentrated in the CEO office department of ideal Automobile, which has changed from the original department covering brand department, product department, commerce department, strategy department and supply department to "product and strategy group". The change in this department will weaken the supply chain and commercial sales functions and focus on products and strategies instead of reporting to Li. After the adjustment, the product and strategy group will set up a "product line" department and a "quality operation" department. Among them, the product line is headed by Liu Jie, vice president of ideal automotive business, who is in charge of the full life cycle operation of ideal models, while the vehicle PDT team of the product department formerly under the jurisdiction of Fan Haoyu, senior vice president of products, has also been transferred to this department. In addition, under Zou Liangjun, Senior Vice President of sales and Service, ideal Motor set up a new GTM (Go to Market) team, which is responsible for the landing of the new product listing plan and is responsible for the market results.

In response to this organizational restructuring, ideal Motor told Interface News: "this adjustment will focus on solving the problem of excessively long value transfer chain and avoid letting overly complex processes reduce the quality and efficiency of decision-making." at the same time, this organizational upgrade is an efficient and rapid error correction and landing after Li wants to release an internal letter on March 21. "

On March 21, Li wants to release a full letter internally, reflecting on the rhythm and sales volume of the ideal MEGA, as well as making targeted adjustments to product management, distributors, charging network layout and sales expectations. In the internal letter, Li Xiang admitted that there had been a miscalculation in grasping the pace of the market, and pointed out: "We mistakenly regard the MEGA from 0 to 1 (commercial verification period) as operating from 1 to 10 (rapid development period)." as a result, the sales team greatly reduced their energy on the L series and affected the service and sales of the ideal L8, the main vehicle. To this end, Li wants to reduce the excessive attention to sales, return to healthy growth, and focus on the improvement of user value and business efficiency.

On the same day, ideal announced that it had cut its delivery forecast for the first quarter of 2024 from 10-103000 to 7. 6-78000, with an overall cut of 2. 4-22000. On March 26th, ideal stopped releasing weekly sales figures on Tuesdays. The market believes that the change in this behavior may be influenced by the decision-making of the ideal MEGA and the ideal car.

The ideal MEGA is a blockbuster model released on March 1, with a price of 559800 yuan. As the first pure electric car and the first MPV model of ideal car, the car is highly expected. In Li Xiang's view, MEGA has the characteristics of popular style and is confident that it will become the first sales of all passenger cars with more than 500000, regardless of energy form and body form. But the reality is that Li wants to expect too much of the MEGA, and the car has failed to become a new growth point for ideal car sales after its launch.

Previously, Zou Liangjun, vice president of sales and service of ideal car, predicted that the delivery volume of ideal car would exceed 50, 000 in March, 70, 000 in June, and more than 100000 by the end of the year. The latest sales figures show that the ideal car delivery volume in March was 28984, which once again missed the top selling position, and was asked to exceed 31727 cars; from January to March, the ideal car delivery volume was 80400, while the boundary was 85842, and the sales crown status was also taken away by the question.

As the first MPV model and the first pure electric model, whether the MEGA can meet the sales forecast is very important to the development of the ideal car this year. According to the original plan, the annual sales target of ideal car in 2024 is 800000, challenging the sales of Mercedes-Benz, BMW and Audi in China, and achieving the first sales of luxury brands in the Chinese market. But after the defeat of the ideal MEGA, the highly advanced ideal car let go of the "fast forward button". According to a circulating investor note, ideal has adjusted its annual sales target of 800000 vehicles to 560000 to 640000, while the ideal MEGA sales guidance has been lowered from 8000 to 2000 per month.

The new force of car building, founded in 2015, will rely on the ideal ONE to dominate the world before June 2022, and the ideal ONE will stop production and sales in June 2023 and officially withdraw from the historical stage. Today, the product matrix of the ideal car has reached four models, including the ideal L9 of 40-500000 yuan, the ideal L8 and the ideal L7 of 30-400000 yuan, and the ideal MEGA of 550000 yuan, but bid farewell to the era when a model dominates the world, and the days of the ideal car are not easy, but face more challenges.

After entering 2024, ideal car begins to actively reflect and strive to make innovation. At the same time, this year will be the product year of ideal car, and four extended range models and four pure electric models will be launched this year. Among them, ideal Automobile's new medium-sized SUV model ideal L6 may be launched after the 2024 Beijing Auto Show, and monthly sales are expected to be more than 20, 000 vehicles. In addition, Li Xiang has said that the ideal car will not release less than 200000 models in the next five years, and it is expected that by 2030, the ideal will only account for 1/3 of the more than 200000 household users to achieve more than one trillion in revenue.

As for whether the innovative ideal car can capture more market share in 2024 under the siege of QQ and BYD, it remains to be seen whether the products launched this year may play a key role.

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