Less than two months after listing, the ideal MEGA has reduced its price!
Early this morning, LI released brand-new prices for 2024 models of Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA, and lowered the prices of four models. In an instant, # ideal price reduction # rushed to the top of hot search, and netizens talked about it.
Affected by this news, LI opened 5.83% lower at the beginning of trading today, and its share price once broke through HK$ 100.
Among them, the Ultra and Max versions of L7 and L8 series are reduced by 20,000, and the Pro versions of L7 and L8 series are reduced by 18,000. The price of L9 is reduced by 20,000; The new price of the ideal MEGA is 529,800 yuan, which is 30,000 yuan lower than before. The new price can be enjoyed by users who have newly ordered and those who have ordered but not delivered.
At the same time, LI also announced that it will provide cash back to the owners of 2024 models of Ideal L7, Ideal L8, Ideal L9 and Ideal MEGA.
Ideally, this price cut is regarded by the industry as a rescue measure for LI to cope with the decline in sales. The first thing is the ideal MEGA. Ideal MEGA was officially listed on March 1st, with an official guide price of 559,800 yuan. Li Xiang, CEO of LI, once threatened that MEGA would become the number one in sales of all passenger cars with more than 500,000 regardless of energy form and body form, but the market response after listing was not as good as expected. According to the public data of relevant platforms, the monthly sales volume of the ideal MEGA in the first month after listing is about 3,000 vehicles, ranking only the eighth in the monthly sales list of all MPVs.
Besides the poor performance of the ideal MEGA, the orders of L7, L8 and L9 also failed to meet expectations. Due to the discount of 2024 new cars and the price involution of competitive models, L7, L8 and L9 were robbed by competitors. According to official data of LI, LI delivered 28,984 vehicles in March. If the sales volume of the ideal MEGA in March is 3,000, the sales volume of the ideal three L-series new cars is about 25,000, which is nearly 20% lower than that in January this year, and it is far from the performance of exceeding 50,000 at the end of 2023.
Although LI’s sales data increased in March, there was a big gap with LI’s previous expectations. LI officials had expected that the monthly sales of 50,000 vehicles would be restored last year through the listing of the ideal MEGA and the delivery of 2024 L-series models, but only 58% of the target sales were actually achieved in March.
After the performance of Ideal MEGA failed, Li wanted to issue a letter to all employees on March 21st, reflecting on the rhythm and sales volume of Ideal MEGA, and making targeted adjustments to product management, distributors, charging network layout and sales volume expectations. In the internal letter, Li wants to admit that he has misjudged the grasp of the market rhythm, and points out: "We mistakenly regard the stage from 0 to 1 (commercial verification period) of MEGA as the stage from 1 to 10 (high-speed development period) to operate." To this end, Li wants to reduce excessive attention to sales, return to healthy growth, and focus on improving user value and operating efficiency.
On April 3rd, LI issued a staff announcement, announcing the upgrading of matrix organization, which involved the organizational structure adjustment of several departments. This is also a substantial measure taken by LI after Li Xiang, founder and CEO of LI, issued an internal reflection letter on March 21st to admit his mistake.
The price of all models in Tesla China market was reduced by 14,000 yuan.
Yesterday, Tesla China official website showed that the price of all models of Tesla Model 3 /Y/S/X was reduced by 14,000 yuan. After the price reduction, the starting price of Model 3 was adjusted to 231,900 yuan, and the starting price of Model Y was adjusted to 249,900 yuan. At the same time, Tesla also canceled the five-year zero interest financial policy for Model 3 models just launched on April 3. At present, only Model Y can enjoy this financial discount.
Some netizens said: "I woke up and lost money … …”
It is worth noting that on April 1st, under the background of domestic major automobile brands’ price reduction, Tesla China announced a price increase. The price of Tesla Model Y was increased by 5,000 yuan, and the starting price was adjusted to 263,900 yuan.
In addition, Tesla also announced its commitment on April 3rd: all Model S/X models ordered before April 3rd (inclusive) and delivered from April 30th (inclusive) to June 30th (inclusive) can enjoy the rights and interests of the commitment on value preservation according to the contract (a commitment agreement on value preservation is required), that is, if the preconditions agreed in the commitment agreement are met after three years, the owner can apply for Tesla on the basis of 45% of the vehicle fare.
In response to this price reduction, some netizens found that, as far as Model 3 and Model Y models are concerned, this price reduction is equivalent to the preferential strength in March: Tesla launched the "Spring Courtesy-Limited Time Car Welfare" activity on March 1, and purchased and delivered Model 3 or Model Y rear-wheel drive version from March 1 to March 31, and you can enjoy 8,000 yuan insurance subsidy plus 6,000 yuan car paint discount, which is just 14,000 yuan.
In addition to reducing the price in China, Tesla also reduced the price in the United States. Official website of Tesla USA showed yesterday that the price of Model Y was reduced by $2,000 in the US market, of which the price of Tesla Model Y was lowered to $42,990, and the price of Model Y long-life version was lowered to $47,990.
In addition, not long ago, elon musk, CEO of Tesla, said in an internal email to employees that the company would lay off more than 10% of its global employees. He said that this will keep the company lean, innovative and enter the next growth cycle.
Yesterday, Tesla cut prices, and today, LI immediately followed suit. Industry insiders predict that with the opening of the Beijing Auto Show just around the corner, the price war in the auto market will continue this year.
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