AutoBeta(AutoBeta.net)04/23 Report--

On the morning of April 22nd, the topic of # ideal price reduction topped the list of hot searches on Weibo.

According to the official announcement of ideal Automobile, the prices of all its L7, L8, L9 and MEGA models have been reduced, of which the L series has been reduced by 1.8-20000 yuan and the MEGA by 30000 yuan. It is worth mentioning that the ideal car has no backstab owners, and cash rewards will be provided to owners who have proposed 2024 ideal L7, ideal L8, ideal L9 and ideal MEGA.

Specifically, the ideal L7 of the five-seat medium and large SUV is on sale with three configuration models: the Pro version, the Max version and the Ultra version. before the price adjustment, the corresponding prices are 319800 yuan, 349800 yuan and 379800 yuan respectively, and the corresponding prices after the price adjustment are 301800 yuan, 329800 yuan and 359,800 yuan respectively. Among them, the price of the Pro version is reduced by 18000 yuan, and the Max version and Ultra version are both reduced by 20, 000 yuan.

The ideal L8 of the six-seat medium and large SUV is on sale with three configuration models: the Pro version, the Max version and the Ultra version. The corresponding prices before the price adjustment are 339800 yuan, 369800 yuan and 399800 yuan respectively, and the corresponding prices after the price adjustment are 321800 yuan, 349800 yuan and 379,800 yuan respectively. Among them, the price of the Pro version is reduced by 18000 yuan, and the Max version and Ultra version are both reduced by 20, 000 yuan.

The ideal L9 with 6 seats of large SUV is on sale with Pro version and Ultra version. Before the price adjustment, the corresponding prices are 429800 yuan and 459800 yuan respectively, and after the price adjustment, the corresponding prices are 409800 yuan and 439800 yuan respectively, and the prices of Pro version and Ultra version are reduced by 20, 000 yuan.

As the first MPV of the ideal car, the ideal MEGA only offers the Ultra version of a configuration model, the price before the price adjustment is 559800 yuan, after the price adjustment is 529800 yuan, the price reduction of 30, 000 yuan.

At present, the crisis encountered by the ideal car is far more serious than expected. In March, sales of ideal cars that completed the launch of new products and revamped old models fell short of expectations, at just 29000, the only new power that has not returned to pre-Lunar New year holiday levels against the backdrop of a pick-up in overall sales.

On March 21st, ideal car CEO Li wants to release an internal letter. Li Xiang admitted in his internal letter that he had misoperated the ideal MEGA rhythm and caused the sales team to significantly reduce the time and effort of serving L-series users. In addition, Li Xiang also mentioned the desire to pay too much attention to sales. "We focus too much on sales and competition from top to bottom, allowing desire to exceed value, significantly reducing the user value and operational efficiency that we used to be best at," he said. " In this regard, Li Xiang believes that it is necessary to "reduce the expectation and desire of sales and return to healthy growth." Since then, the ideal car no longer released weekly sales list, Li Xiang rarely posted comments on social media, even the ideal L6 such an important launch is in the form of recording.

Retail data show that ideal car sales in the first quarter of this year were 80400, up 52.9% from a year earlier, with ideal L7 being the highest, with 32800, ideal L8 and ideal L9 being 24000 and 20900 respectively. Not long ago, the ideal car sales target was lowered to 56-640000 units from the previous 800000. Even if it is to meet the full-year target on time according to the minimum full-year target plan, it also means that it is ideal to deliver 480000 new cars in the next nine months, that is, more than 53000 vehicles per month. In the short term, in the absence of a substantial increase in cash models, if you want to return to the monthly delivery level of 50,000 vehicles, you can only hope on the ideal L6.

As for the newly listed ideal L6, it did not join the list of price cuts this time. The ideal L6 is the fourth SUV of ideal Motors, which went on sale on April 18 and is available in Pro and Max versions at a price of 249800 yuan and 279800 yuan respectively. According to the official announcement of ideal Automobile, the ideal L6 has accumulated a total of 10,000 yuan in 72 hours on the market, with a deposit of 5000 yuan and refundable within 7 days. Generally speaking, the report card of ideal car official Xuan is more or less "wet", and the score of more than 10,000 hours in 72 hours is not very ideal, and many consumers are still watching. After all, the new M5 will be officially released and listed tomorrow. If the price is beautiful enough, it may cause many consumers to unsubscribe and choose to ask about the new M5, and it happens to be within a week from April 18 to the time when the new M5 is released and launched. Consumers do not have to bear any responsibility for unsubscribing the ideal L6.

Affected by the price reduction of ideal cars, the shares of ideal cars opened 5.83% lower at HK $100.1 per share, with a total market capitalization of HK $212.414 billion.

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