Li wants to build a car: no money, what's the ideal?

Wechat automobile 2021-08-12 12:26:24 阅读数:820

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li wants build car money
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today , Ideal car officially landed on the Hong Kong Stock Exchange , After the first day of listing, it broke down . As of am 10:30, Ideal car stock price 117.2 The Hong Kong dollar , fall 0.68%.


These two years , Ideal car is very busy . After the listing of US stocks last year , This year, it was in Hong Kong stocks “ Dual listing ”. In just , It also comes out that the ideal is discussing the return A Share possibility . When it comes to frequent listings , It's also an ideal time for negative news , Many remaining problems , Still not solved .




writing |  Xu Qing

edit  | Jinza

operating  |  Yingying

 



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“ Cleared inventory ”
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Recall 5 month 25 On the night of the 21st , Song Xin still feels heartache .


He is 95 after , It's also 2019 The ideal ONE A car owner of . After dinner that day , He turns on the computer , Click into the live broadcast of the press conference of the ideal car . In the middle of the screen ,CEO Li wants to wear a blue shirt and jeans , In a steady and eager tone , Introduce 2019 The ideal ONE Upgraded version ——2020 The ideal ONE Configuration and parameters of .

 

Song Xin thought , As an ideal car owner , I'm like the bear breaking corn in the corn field , Is extremely happy , But when I heard about the upgrade “ The horizon journey 3 Special chip for automatic driving ” when , Instantaneous , The broken corn doesn't smell good . The press conference went on to the 45 minute , Li Xiang said :“ The price before the subsidy will be in 40 Within 10000 yuan ”, Song Xin's expression gradually solidified , Next , He knows an exact price :33.8 Ten thousand yuan .

 

Song Xin has mixed feelings .

 

Ideal car was founded in 2015 year , Before this conference , Ideal produced only one model , That's what song Xin bought 2019 The ideal ONE, The price is 32.8 Ten thousand yuan .

 

Before buying the car , Song Xin has done a lot of homework , Learn more about the ideal . He doesn't want to buy a car like other new energy vehicles , Update iterations in a short time , The old car was eliminated . He also asked the ideal salesperson if there was any change , Or whether the new model will be released in the near future , The other party said they didn't change the payment , Only one model sells for 40 Wan's new model “ Ideal X01”, It will be available at the end of the year or next year .

 

A gray ideal ONE, Finally bought by Song Xin , In the next three months , He drove it to work with pride 、 Travel . He is a fan of the ideal car , I am also full of worship for Li Xiang , Praise and forward on social platforms 10 In a microblog ,6 These are all related to the ideal car .

 

But the new car launch made the previous happiness disappear in an instant . There are only a few more comprehensive upgrades 1 ten thousand , Song Xin tossed and turned , It's hard to sleep , He is unwilling to , I don't think I'm short of that 10000 yuan , Could have waited for the new .

 

Song Xin's reluctance , To another ideal ONE Zhang Ning, the old car owner, felt , It becomes anger . In his opinion , The ideal old assisted driving has blind spots , So on the newly upgraded new model , Carrying 5 Millimeter wave radar , At the same time, there is another 800 Megapixel visual recognition camera , The original problem was completely solved . Zhang Ning believes that :“ For drivers , This is one of the most important functions .” But the more accurate and appropriate the new car is, the more it upgrades the defects of the old car , The more Zhang Ning feels resentful : Li Xiang doesn't care about users most ? Why don't you care this time ? 


After knowing the configuration and price of the new car , Zhang Ning pulled a special discussion group , After the press conference , More than three hundred people rushed into the group . There are two levels of anger , The first layer is , Old car owners feel cheated or concealed by sales , Lost the right to know and the right to choose . An extreme situation is , Someone is here. 5 month 24 I picked up the old car , I haven't driven home yet 24 Hours , A new car is coming .

 

The second layer of anger spread to founder Li Xiang . Zhang Ning remembers , Li Xiang expressed in the news “ Ideal ONE Can continue to meet the upgrade ” It means , He understood it as , This is a software upgrade , As for hardware ,“ There should be no problem upgrading my car in two or three years ”, But now , He felt himself “ The inventory has been cleared ”.

 

The mood of the old car owners soon peaked . Someone said in the group :“ Farmers and snakes , Dongguo and the wolf , The old car owner and Li Xiang !” Then , Another group friend forwarded the small programs of the people's network and the State Council to the group , Invite everyone to complain . In a screenshot , The ideal car had surpassed FAW at that time - Volkswagen and SAIC Volkswagen , On the “ Brand complaint ranking ” First of all .


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▲  The ideal car is located in “ Brand complaint ranking ” first place   chart / China Auto official microblog


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“ Mercury door ”“ Rusty door ”
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After the new car launch , Complaints from ideal old car owners emerge one after another , Some even pulled up banners and took to the streets to protect their rights , But no matter how loud they are , How intense the behavior is , Ideal car officials and Li Xiang always remain silent .

 

Two months later 7 month 4 Japan , A name is “ Humble uncle ” Our customers are in the ideal car App Post a video to show :“4 Pick up the car in January , Mercury seeps out of the ideal car seat !!!” In the video , His hand pressed on an ideal ONE Car seats , There are silver particles oozing , Roll to the other side of the seat .

 

This dynamic was soon moved to the microblog , Led to a broader discussion , Some people think that , Mercury in car seats is a serious problem in the production process of vehicles . Some people say ,“ Mercury at room temperature 8 It can volatilize in an hour ”, It is difficult to determine whether it is mercury . Also expressed , The boiling point of mercury is 356.7 Centigrade , It is not easy to volatilize in the closed environment of the car , The situation in the video can happen . At that time ,“ Mercury door ” Became the rosengman .

 

Before you respond “ Clear stock ” My ideal and Li Xiang , I can't sit still this time .

 

7 month 5 Japan , Ideal car officials responded that ,“ Mercury is highly toxic , Or the external items containing mercury in the use link are damaged or spilled , Or there is a criminal suspicion of external poisoning ”, And insist on solving problems through judicial channels .

 

Li Xiang's response was more intense , He posted a microblog :“ With mercury ( mercury ) The planting video of poisoning can be photographed , And spread it on a large scale , It's really powerful ! Who is operating ?”

 

After that , Although the owner of the vehicle concerned went to the hospital and confirmed mercury poisoning , but “ Mercury door ” It is still inconclusive , Around this thing , The party and the ideal car are always pulling . here we are 7 End of month , The incident took a sharp turn , In the other direction .

 

To verify the ideal ONE Whether other vehicles have mercury , You know “ Car dismantling Laboratory ” Demolished a car 2021 The ideal of ONE The seat , However, it was found that there were large areas of corrosion marks on the iron support of the seat —— The old car “ Mercury door ”, Into a new car “ Rusty door ”.

 

besides , And the new ideal ONE The owner “ Ott Turkey ” In the ideal car App Post videos and text on , It means that the new car is at a speed of 60km/h When above , There will be an obvious motor roar , At the same time, as the speed increases , The howling is becoming more and more regular . There is more than one such case , And the owner said ,“ No matter the old or the new , No matter oil or electricity , When the speed comes up, there is a whistling sound like a plane ”“ It feels like taking off on a plane ”.

 

“ Clear stock ” It's like opening Pandora's box , At that time ,“ Mercury door ”“ Rusty door ”“ Unknown scream ”, The problem of the ideal car comes one after another .


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The disassembly laboratory is ideal ONE The seat , I found a lot of rust inside the seat . chart / Know the car



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Arrogant
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Around this series of events , And Li Xiang's attitude criticized by public opinion , And the ideal public relations strategy .

 

Facing the rights protection old car owners 、 Rusty seats and new screams , Li Xiang is always silent , Never publicly responded to the rights protection incident of old car owners in any way , Ideal car's official microblog is also silent , Didn't take the initiative to take a stand , but “ Mercury door ” After the event ,“ be ready to swear at people ” Li wants to come back .

 

stay “ Mercury door ” in , Li wants to post a microblog saying :“ The people and the media who rumor that we use mercury , May mercury flow in your blood , My brain is full of mercury !”

 

in the past , Li Xiang has always been regarded as a talented entrepreneur , Dare to find another way , Unusual way . He dropped out of high school ,19 Founded bubble net at the age of ,24 Set up a car home at the age of ,34 The ideal car was founded at the age of , The three startups have made brilliant achievements .

 

meanwhile , He also has another title: gifted Product Manager . He Jiayan, a well-known we media person, once wrote in an article ,2005 When the car house was founded in , Li Xiang uses three strategies to win over users : Write frequently 、 Press 、 Run to the scene , Pull the inner volume of the whole auto website industry with one's own strength . later , Auto home website traffic breakthrough 2000 ten thousand , This is inseparable from Li Xiang's strategy .

 

In the ideal ONE On the design of , It can also be seen that Li Xiang's accurate estimation of the user's Psychology .


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▲  Li wants to attend 2021 Forum of China electric car 100 people's meeting . chart / Vision China

Zhang Ning lives in Wenzhou , I often go to Hangzhou on business , I like driving myself , On the highway, drive down hundreds of kilometers at a time . He can't get the fuel vehicle index in Hangzhou , If you want to buy a car , Only new energy vehicles .

 

When you decide to buy a car , Ideal ONE It has been on the market for more than half a year , Once known as “ Daddy's car ”: It has 6 A seat version , It can meet the travel needs of the whole family . Before the latest regulations ,7 seat SUV Annual review every two years , and 6 car 6 Annual review once a year , It is more convenient . besides , Ideal ONE Electric and fuel coexist , It is claimed that the mileage can reach 800 km , Even if there is no electricity , Charge point not found , You can also refuel at any time , It eliminates the common mileage anxiety of new energy vehicle owners .

 

Zhang Ning concluded :“ Want a family trip , Convenient and easy , No mileage anxiety , Consider the price again , At that stall , All I can choose is ideal ONE.”

 

“ genius ” The characters , It seems easy to accompany extreme personality , For example, jobs was accused “ narcissism ”“ irritability ”“ Control addiction ”, Musk was also rated as “ paranoid ”“ Mean ”.

 

The extreme of Li's thinking , Reflected in his “ be ready to swear at people ” On , Sanyan finance and economics once sorted out Li Xiang “ Call sb names ” The record of :

 

8 Years ago , Li Xiang is also the president of Auto Home , Participate in the commercial reality show of Jiangsu Satellite TV 《 Win in China's blue sky and clear water 》 when , He and Yao Jinbo 、 Wang Xiaofei and other well-known figures on the same stage “ sports ”, Compete for the number of recruits . In the program , Because the number of contracts prepared by their team is insufficient , Li wants to turn over on the spot , Call your teammates “ Water in your head ”. The president of a well-known enterprise blatantly cursed on the satellite TV program , Very rare .

 

2015 year , When Li wanted to start the ideal car , Some people in the domestic auto self media attacked his new project , Li wants to respond :“ There's no way , The eunuch also ran out to touch the porcelain .”

 

last year 4 month , Ruixing coffee was exposed to financial fraud , While Li wants to burst foul language , Directly call Lu Zhengyao “ Swindler ”.

 

And in the 2020 Ideal car user day in , Because some R & D personnel do not agree with the technical route of adding program electric vehicles , Li wants to shout abuse :“TMD, A bunch of stinky Technology , Every day we're XX.”

 

“ be ready to swear at people ” The characteristics of , Once made Li want to be among the founders of many enterprises “ Stand out from the crowd ”, Successfully conquered a large audience , In the ideal ONE It is the most cost-effective in the market “ Daddy's car ” period , This trait is also interpreted as “ True disposition ”“ Dare to express ”. But now , There are many similar products on the market , Or lower prices , The advantage of Li Xiang and ideal , Began to fade away .



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pressure
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In the short growth process of domestic new energy vehicles ,“ Clear stock ” In fact, it is not a strange word .

 

last year 4 month 10 Japan , Tesla officially released Model3 Long range version , Many car owners reported that , The collection date of the old standard endurance version purchased by yourself “ Be advanced ”, Missed “7 Return and exchange free of charge ” After the policy deadline , They completely missed the long-range version .

 

Zhang Xiang, an automobile analyst, said in an interview with daily people , The technology of new energy vehicles is updated and iterated quickly , Defects can be continuously improved , Meet the higher needs of consumers , But this kind of speed is also a double-edged sword , It brings challenges to the automobile sales system .

 

“ Traditional automobile industry , It is often a configuration upgrade , The price remains the same , Because every car will sign a contract with the supplier , The price is locked . If a new car comes out , To re sign the contract .” Therefore, the new car will not be launched in just one year 、 Quickly launched to the market in two years .

 

Even if there is a similar situation , Relatively speaking , The traditional car market is bigger , More users , Demand is also rigid . Of traditional cars 4s The store network is widely laid , It always sells , If you can't sell it, you can reduce the price . But to the ideal car , They may not want to do this : Ideal ONE At the time of listing, it is known to have “ High cost performance ”, Continue to sell at reduced prices , It means you may lose money .


Ideal can no longer lose money .

 

The prospectus of ideal Hong Kong stocks shows ,2018 Year to 2021 year Q1, Ideal total net loss 44.83 One hundred million yuan . Even though 2020 The annual net loss narrowed , but 2021 year Q1 Our losses have widened again to 3.6 One hundred million yuan , It was the same period last year 4.7 times .

 

The ideal points out , The loss is mainly due to investment in R & D and automatic driving scheme , In addition, it is also dragged down by self built factories and a sharp increase in marketing expenditure . But R & D investment seems to have not seen clear results , And scream 、 A series of quality control problems such as seat rust , Nor does it reflect the advantages of self built factories .

 

in the light of “ Rusty door ” event , A certified FAW Volkswagen Automotive Engineer “ A cloud ” Pointed out that , Automotive bare metal parts at normal room temperature 、 Under common humidity conditions ,3-7 It will start to rust . Parts come into contact with acidic cutting fluid during machining 、 The sweat of employees when handling and taking them will also accelerate corrosion . Rust proof , Materials can be replaced with inert metals or alloys , These require higher costs , Spend more money .

 

last year 6 month , Cui Dongshu, Secretary General of the passenger car market information joint committee, revealed the ideal ONE The sales of :5 Month to sell 2148 platform ,6 Monthly sales are insufficient 2000 platform , Showing a downward trend . According to the analysis of the first electric network , Ideal ONE There are two reasons for the decline in sales : First, the cumulative number of users has been consumed ; Second, the number of retail centers is limited .

 

Li wants to react quickly , last year 7 June means that the ideal car needs to expand , By the end of the first quarter of this year , Ideal to have 65 Home retail store , covers 49 Cities . But compared to Wei Lai, more than 260 Offline stores 、 Covering China 121 Cities , Xiaopeng's national sales outlets 178 home 、 Cover 70 Cities , And Xiaomi who announced his entry 5000 Home of millet 、 Huawei's 5000 stores , Ideal also needs to make up lessons .

 

meanwhile , The ideal also faces the limitations of a single model . Ideal ONE After the launch of the new car , Once relying on cost performance, the sales data surpassed Xiao Peng and Wei Lai , Jump to the first place , The total delivery volume in the first half of this year reached 30154 car , But if you look at what happened before the new car was launched 2021 The first quarter earnings report will find , Ideal car delivery 12579 car , Reduction in chain ratio 13.03%, Meanwhile, Weilai automobile delivered in the same period 20060 car , rose 15.6%; Xiaopeng auto delivery 13340 car , rose 2.9%. It means , Don't push new cars , The ideal sales volume is facing negative growth .

 

Zhang Xiang thinks , Traditional cars have different models with different positioning ,“ More children make it easier to fight , One car failed and others ”.“ New forces building cars ” The other two Wei Lai and Xiao Peng , It has also launched a number of models in recent years , But ideal ONE Only one car .“ It has no other model in the world , One loss and one hundred loss .” A single production line , Let the ideal face higher risks .

 

It can be seen in the prospectus that the ideal car is urgent to push the new car : The ideal plan is 2022 In, we developed a full-size luxury plus program electric car SUV,2023 Two high voltage pure electric vehicles were launched in .


But we will continue to increase the process next year , The advantage is not as obvious as before .2019 Year to 2020 year , Plug in hybrid ( Including adding program ) The amount of subsidy is from 1 Ten thousand yuan / The table drops to 0.85 Ten thousand yuan / platform ,2020 end of the year , This number becomes 0.68 Ten thousand yuan . At the same time, the latest news shows , Consumers in Beijing must wave numbers to buy additional electric vehicles ; Shanghai announced at the beginning of this year , from 2023 year 1 Month begins , No more green cards for electric vehicles . When the policy continues to tighten , The ideal pressure will naturally increase .


At the moment , stay “ Dual listing ” Gear opening of , The ideal is full of problems . I don't know what it's like for Li Xiang, who has always been firm , After all , He said in an internal letter earlier this year :“ The vision of the ideal car is 2030 In, it became the first intelligent electric vehicle enterprise in the world .


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▲ 2021 Shanghai Auto Show , Ideal car stand . chart /  Vision China



Reference material :


How to add salt :80 After high school student Li Xiang , Start a business 20 year , The valuation 200 Billion
36 Krypton interview : Ideal car investor Huang Mingming : Great projects are always anti consensus in the early days , One is one
Photon planet : Comparison of financial reports of the top three car manufacturers : Xiaopeng has the strongest automatic driving , Ideal to increase R & D investment and start losing money again
Left Lin right beaver : Boiling new decade   Two Li Xiang and one of his ideals
Li wants to fight back , Yang Yu , Rice guy ThePeople
Qianjiang Evening News : A new long-range car will be launched soon , Many customers in Wenzhou were urged to pick up the old car in advance
Pencil path : Reduced price “ Xiao peng car ” Rollover :9 A car owner told me that he was “ pit ” experience
One electricity exclusive : The cumulative order quantity is consumed , The number of offline stores is insufficient , Ideal ONE6 Monthly sales fell again
The first electric network : Ideal car offline stores will expand again this year 60 home , Average monthly sales volume ?
Zheng He Island : Li Xiang : Lifelong growth
Silver persimmon Finance : Through financial reporting | Ideal car's first quarter performance is not “ Ideal ”, The new model was released by old car owners “ Condemnation
A bit of information : musk : Extreme success comes from extreme character
San Yan Finance : Curse the media 、 Curse Technology 、 The TV program is mad , Check the foul language that Li Xiang burst



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