Scan the QR code with wechat < / P > < p > and share it with friends and circles of friends < / P > < p > < p > < p > every reporter Dong Tianyi every editor fan Wenqing < / P > < p > with the release of ideal L9, the remarks of Li Xiang, the founder, chairman and CEO of ideal automobile, have become increasingly eye-catching

a few days ago, Li Xiang said through his personal social media: "it is expected that by the end of next year at the earliest and by the end of 2024 at the latest, the sales price of the main models of BBA (Mercedes Benz, BMW, Audi) domestic medium and large SUVs will be less than 500000 yuan. Consumers will become the biggest beneficiaries."

picture source: Sina Weibo

the above remarks also triggered heated discussion on the Internet again. Some netizens said, "come on, brother, and beat down the BBA price!" However, some netizens expressed different views, saying: "although no one can say what will happen in the future, this judgment has probably failed. After all, the price of some basic hardware costs, especially luxury and comfort, can not be reached."

picture source: Sina Weibo

and most netizens linked Li Xiang's prediction with the advent of ideal L9. As the first large-scale SUV under ideal, ideal L9 is priced at 459800 yuan. Li Xiang not only defines this model as "the best flagship SUV for household use within 5million yuan", but also directly calls out "competitive" models such as Mercedes Benz GLS, Maybach, Range Rover and BMW X7 at the press conference, and says that "we are not afraid even compared with curinan."

ideal automobile CEO Li Xiang (left) picture source: the enterprise provides pictures

what is more "appropriate" is that on the night when the ideal L9 opens the reservation, its reservation channel display service triggers the circuit breaker mechanism, and the page cannot be opened. Ideal car explained this on its official account: "because ideal L9 booking is hot, the server is currently under emergency repair."

the above official reply has also been questioned by some netizens as one of the marketing methods of ideal cars. Some netizens left a message in the comment area: "really 'fried clothes'? Isn't it your marketing method?" "Isn't it embarrassing that such means have been taken out and the sales target has not been achieved?"

picture source: Sina Weibo

some people believe that from the perspective of the price and positioning of the ideal L9, its benchmark models are not curinan, BMW X7, Mercedes Benz GLS and Land Rover, but some medium and large SUVs with similar prices, such as the velai es8, BMW X5, etc. The comparison between the ideal L9 and higher-level models may be entirely due to marketing considerations

in fact, the propaganda script similar to the ideal L9 has become the marketing feature of new car manufacturers. At this year's Guangdong Hong Kong Macao Grand Bay auto show, Yu Chengdong, executive director of Huawei, CEO of terminal BG and CEO of intelligent vehicle solution Bu, also made a "bold statement": "ask the world M7 will completely surpass Toyota ELFA, Lexus LM and other million luxury cars."

and he Xiaopeng, CEO of Xiaopeng automobile, who wants to "throw shoes" at Yu Chengdong's remarks, recently made similar remarks on his personal social platform to promote Xiaopeng's new car, Xiaopeng G9. Hexiaopeng said: "the chassis adjusted by the top German engineer team makes the G9's advanced handling feel comparable to the Porsche Cayenne. At the same time, the zero hundred acceleration reaches the level of 3 seconds, and the NVH quietness of the whole vehicle is comparable to the GLS Maybach. This will be the best SUV within 500000."

image source: Sina Weibo

"in the final analysis, 'brand up' is not about raising the price of products, but must have real materials. Brands must have product support, and products must have technical support. Therefore, enterprises must ensure the continuous progress of their core technology, in order to realize the continuous improvement of brand value." Zhaofuquan, President of the Institute of automotive industry and technology strategy of Tsinghua University, said in an interview that the brand building of an enterprise should not rely on a certain popular product, but must have continuous product support, and ensure that each round of product development can output high-quality products through the system

as a matter of fact, ideal automobile may face greater performance pressure in 2023, while Li Xiang has "frequent golden sentences". On the one hand, ideal automobile has only launched two models, ideal one and ideal L9, since 2019. With the launch of several new models in 2023, the increasing R & D expenses of ideal vehicles may become the norm in the future, and the performance may be under pressure

take the ideal L9 as an example, its chassis control system and intelligent driving system are self-developed by the ideal vehicle, which requires a lot of research and development costs. At the same time, according to the idea of "popular models" of ideal cars, the listing of new cars must be accompanied by a complete and strong market momentum, and the marketing expenses and management expenses will continue to rise

picture source: every time photographed by reporter sunlei (information picture)

on the other hand, in addition to accelerating the launch of products, there are still many plans for the ideal car to be completed in 2023. It is reported that ideal automobile hopes to establish and improve the self-study ability of intelligent driving, and its goal is to surpass Xiaopeng automobile by 2023; The Beijing green intelligent manufacturing base of ideal automobile is also planned to be put into operation by the end of 2023, with an annual capacity of 100000 vehicles. All the models put into operation will be pure electric models

recently, ideal automobile (Li, share price $37.07, market capitalization $35.764 billion) announced that it would sell American Depositary Shares (hereinafter referred to as ads) with a total amount of up to $2billion in the NASDAQ Global Select market through the on floor stock offering plan (ATM offering), and each ads represents two class a ordinary shares. As of the closing on June 28, Eastern time, the market value of the company was $35.764 billion, accounting for about 5.59% of its market value

it is reported that the net proceeds from this offering will be used to study the next generation of electric vehicle technologies, including Bev, intelligent cockpit and automatic driving technology, develop future platforms and manufacture automobile models, and meet the working capital needs and general enterprise purposes

Li Xiang previously predicted that in 2025, more than 8million smart electric vehicles will be sold in China, and the ideal vehicle will obtain more than 20% of the market share of China's smart electric vehicles (1.6 million vehicles) in 2025. For the ideal car, L9 may officially kick off the goal of sprinting, but 2023 will be the key year for it to truly achieve the above goals