Why does Ideal Car single out Cullinan?

On June 21, at the summer new car launch conference in Beijing, Li Auto, "the best family flagship SUV within 5 million yuan", dared to single out Cullinan's Li Li L9, and officially met with the public. The scene was very burning.

Ideal car and Li Xiang himself are really good at atmosphere.

At the press conference, the owner sat in the first few rows, followed by the media seats.Formed a "field midfield".

A director who has just participated in the recording of Li Xiang's interview program said that Li Xiang's communication gives people the feeling of "sweet mouth, cruel heart, and deep pockets".

Before the press conference, there were industry comments: the hot topic on Weibo about the release of the ideal new car is the "classic model of communication under the Internet thinking" that the ideal car has put forward for the industry.

It has to be said that the marketing idea of ​​Ideal Car does work, whether it is the outside world's attention to the new car L9, or the situation at the launch site can confirm this.

It is said that in the previous tasting meeting, the feedback from car owners on the L9 was very good: some car owners said they would upgrade and replace the new car.

On the dark stage at the press conference, accompanied by a beam of detection light, before Li Xiang stepped onto the stage, the car owners spontaneously cheered and greeted him.

"It's an epidemic now, but it would be a pity if we couldn't meet you on-site for the release of L9." The words fell into a long applause.

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The whole press conference was like being in a theater, or the scene of a well-recognized talk show, and the applause came one after another.

Especially when Li wants to say something like this:

“The interior space of the Ideal L9 is far ahead of the combined second-row, third-row and trunk space of mainstream SUVs in its class, and even more than the Toyota Alfa.”

"The seat of the ideal l9 is made of 3D comfort foam and Nafa leather, which is more comfortable than the Italian sofa at home."

"The Ideal L9 has an external discharge function of 3.5 kilowatts, and has a dual power supply system inside and outside the car. When camping, you can use hot pot, music, and lights together."

"Compared with fuel vehicles of the same level, the comprehensive energy use cost of the ideal L9 can be reduced by more than 80%, and even more than 50% lower than that of a compact hybrid sedan. Under today's special oil prices, I feel that our The R&D team is amazing."

After including but not limited to the above words, the audience gave excited reactions.

Li Xiang, who was standing in the center of the station, couldn't help but laugh at himself: "Are we too stingy in the past?"

He first sorted out the achievements of the Ideal One: the pioneering four-wheel-drive extended-range electric system has been trusted and recognized by more than 180,000 car owners; in 2021, the Ideal One will become thesales champion of medium and large SUVsin China ; the 2021 Ideal One has won the AEB's first-place finish is also the only model in the final group that can identify lateral vehicles and vertical e-bikes.

Regarding the ideal One being called an "explosive product", Li Xiang said that there is no special specialty or ability, but it will maintain output with great restraint in terms of product type and quantity to ensure that each car can invest 5-10 times more than The industry's average level of manpower, technology, and capital make each car a real "explosive product" and improve the success rate.

He said that the ideal L9 is what he really wants, a smart flagship full-size SUV product that can meet the needs of families that no amount of money can buy in the past.

The outside world has always questioned or worried about the strategic choice of L9's positioning as a family smart full-size SUV.

The industry's previouspredictionfor the second model of Li Auto : It will be a mid-range extended-range SUV smaller than Li Li ONE, because the lower price will attract a wider range of potential customers, and the competitive pressure will be relatively small.

At the media communication meeting, Li wanted to respond to this question.

"The outside world always says that targeting families is to narrow the user's positioning, (this statement) lacks basic theoretical and logical judgments." In Li Xiang's view, the price range above 400,000 is a very healthy market.

Through data research, Ideal Auto found that 89% of households have purchased vehicles with a price of more than 200,000 yuan.

"If I talk about high-end every day, no one cares about you, and even the team doesn't know how to make a product, and randomly builds a sense of presence on the product." In Li Xiang's view, targeting more than 200,000 users, "Eat in one range and one range. "It will let the team know exactly what to do and what features to develop.

Tribute to Apple: "Enough is enough" to experience the luxury level

After L9 locked the family track, the further refinement of the definition was luxury.

Luxury homes are destined for high demands.

When it comes to quality requirements, there is a little story about Li Xiang being strict to products.

For example, after a test drive, someone reported that the ideal One's dual armrests would scratch against the waist when getting on and off the car. He took the risk of a large number of chargebacks and replaced the "dual armrests" that had been advertised as a selling point.For another example, he once held an impromptu meeting and scolded a newly developed car parts product on the grounds that it was "ugly and not practical, and users would not like it".

Li Xiang has said many times that he hopes his products can pay tribute to Apple.

He himself likes to study Apple, will watch interviews with Jobs, and even combine "Jonathan", "Cook" and "Jobs" to think about the logic behind Apple.

"Few people can study Apple clearly. Everyone always thinks that Apple's things are expensive, but in fact, Apple's philosophy is that everyone can buy the luxury-level product experience and details in the past with a little bit of price," Li Xiang emphasized. It means that the product makes a very unique innovation in experience and design.

"For example, the 7.3.4 audio system we provide, each speaker uses the industry's highest standard, 2160 watts of power, such a set of audio used to cost about 60,000 to 70,000 yuan for luxury brands. Optional."

In fact, there is no difference in the material cost in essence. The difference is that each car has to match different R&D costs, and each set of speakers has to share a lot or even tens of thousands of R&D costs.

This is also the reason why the ideal L9 implements standard functions. "If 150,000 L9s are sold a year, the cost of each car may only be 100-200 yuan."

Li Xiang said that L9 boldly used this method to bring the seemingly unattainable products in the past to the price of luxury brand mid-size cars.

Similar choices and thinking run through the details of the L9.

For example, the seats of the L9 are made of Nappa leather and 3D comfort sponge. The first and second rows of seats are equipped with side wing heating, seat ventilation and SPA-level ten-point massage function.

It is worth mentioning that, in order to make the riding experience of the seat no longer "almost mean", Li Li L9 has developed the only Chinese human body model with body surface, muscles, joints and bones in China.

Another example is air conditioning, the construction of the air conditioning system of the car and the static building are not on the same difficulty factor.

"Because the car is moving, the conditions such as the angle of sunlight exposure are constantly changing, and different people in the car have different tolerances for temperature," said Liu Liguo, vice president of Liguo's complete vehicle electric vehicle.

When the air conditioner is running, it will estimate the energy demand of each area of ​​the cockpit according to more than 35 signal sources, and control the energy distribution through 18 independent air outlets in three areas.

The world's first three-dimensional space interaction in the car, language and physical instructions, bring the cool feeling of sci-fi movie photos into reality.

Officials say that users of the Ideal L9 will not get motion sickness, thanks to the excellent performance of the dual-motor intelligent four-wheel drive system, which not only ensures power safety, but also maintains the smoothness of driving.

The ideal car will be proud of the battery life, expressed as "extended range is to increase the mileage of happiness".The L9 has a total CLTC cruising range of 1,315 kilometers and a WLTC total cruising range of 1,100 kilometers.

Officially provided video data shows that the L9 can identify alien cars, overturned cars, cones, stationary pedestrians on dark roads, and brake in time.

"Such a scene may never be encountered by most people in their lifetime. In case of encountering Li Xiang L9's AD Max, it can save a family's life. I believe that before this, no mass-produced car can do it, even experience Even the rich old drivers may not be able to do it, and this capability can be delivered when mass-produced." Li Xiang's words were full of pride.

move forward under pressure

It is said that once the price of the L9 was released at the press conference, the app crashed instantly.

It is reported that the L9 orders exceeded 10,000 that night.

However, at the communication meeting, Li Xiang did not synchronize this data with the media, "I don't like false reports than traditional manufacturers. New forces are more honest, so we won't report the number of orders. It's useless, it depends on sales."

He repeatedly said that the L9 is not worried about selling, and the sales volume will steadily exceed the ideal One, although the price is more than 100,000 more expensive.Previously, when the official warmed up the new car, it also stated that it would be delivered in August. It is confident that the L9 will be delivered in September this year, setting a new record for full-size flagship SUVs.

From January to May this year, Ideal ONE delivered a total of 47,379 new vehicles.Among them, 11,496 vehicles were delivered in May, a year-on-year increase of 165.93%. This data ranks first in the "MayNew Energy VehicleSales - New Power Model Sales Ranking" released by the Passenger Federation. Up to now, the Ideal One has delivered a total of more than 170,000 new vehicles. It is called the best-selling model outside Tesla among the new energy vehicles above 300,000 yuan.

According to the financial report data for the first quarter of 2022, the gross profit margin of Ideal Auto was 22.6%, a year-on-year increase of 17.3%.In the 2021 financial report, this figure was 21.3%.

On the one hand, the gross profit margin increased, on the other hand, the revenue fell by 10% month-on-month, and the net profit fell by 104%.In terms of profits, the net loss was 10.9 million yuan, a decrease of 104% compared to the net profit of 295.5 million yuan in the fourth quarter of 2021.

Some analysts pointed out that in addition to the seasonal decline in sales and the narrowing of single-vehicle revenue in the first quarter, the reason for the decline of Li Auto's net profit in the first quarter of 2022 is also the main reason for the R&D investment of 1.4 billion.

According to the official next planning layout: 3 models will be launched in 2023, two pure electric and one extended-range model, and in 2025, it will take more than 20% of the market share of China's smart electric vehicles to 1.6 million.

"Lixiang Auto has 4 independent teams operating on AI and algorithms alone." Li Xiang said, "In the past three years, Lixiang Auto has been conscientiously stocking up, investing a lot of people in artificial intelligence and solving problems in the three-dimensional world. , money and energy. These teams have been recruiting people on recruitment websites.”

At the L9 press conference, the outside world saw Li Xiang's determination to go to the probe.As for whether the L9 can replicate the explosive model of the One, Li Xiang himself is also waiting for the market to give an answer.

This means that in terms of expanding the product matrix and research and development, Li Auto may move forward under pressure.