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A few days ago, the ideal car official said that the ideal ONE cumulative delivery volume exceeded 30000 vehicles in the past year. In November, Ideal ONE sold 4646 units, leading the way in single-model sales of the new power brand. Sales tend to be good, CEO Li wants to also expose the ideal ONE user base.

On December 21, Li Xiang said on his personal micro blog,"Many people are discussing who is the ideal ONE user group? Let me reveal the characteristics of the real car owners. This is 99% consistent with our set population four years ago."

He said that the top three user groups of the ideal ONE are owners of BBA three brands, followed by owners of VTH (Volkswagen, Toyota and Honda), and owners of absolute first-line brands of luxury and joint ventures. BBA users are mainly buying, VTH users are mainly buying. Of course, more users are still luxury brands, Ferrari, Lamborghini, Rolls-Royce, Bentley are also many.

Li thinks that user value is more important than corporate desire, and car owners like the ideal ONE value proposition very much.

Unlike other new car-building forces, the ideal car is currently only pushing plug-in hybrid technology models. The first production model, Ideal ONE, was officially delivered in December 2019 at a price of 328,000 yuan. The power is equipped with a 1.2T gasoline range extender from Dong 'an Power. The range extender is only used for power generation, directly outputting to the motor or charging the battery pack, and will not participate in driving the car. At the same time, the ideal ONE is also equipped with battery pack and plug-in technology, comprehensive NEDC range of 800km.

Since the ideal ONE electric vehicle was launched, it has been exposed to many "off-axis door" incidents, and the first products of new power automobile enterprises seem to be unable to avoid quality problems. At the beginning of November, Ideal Automobile issued a letter of apology saying that the previous "free upgrade" practice was unreasonable, decided to immediately start the voluntary recall procedure, and to the Defective Product Management Center of the State Administration of Market Supervision and Administration for voluntary recall filing, recalling 10469 Ideal ONE electric vehicles.

The recall information shows that the ideal vehicle recalled this time may cause the ball pin of the lower arm of the front suspension to disengage due to the design reason of the ball pin of the lower arm of the front suspension, which may affect the handling of the vehicle and increase the risk of accident in extreme cases, resulting in potential safety hazard. Ideal Auto said it will replace the front suspension lower arm with a higher ball pin release force for vehicles in the recall range free of charge to eliminate safety hazards.

Shen Yanan, co-founder and president of Ideal Auto, said the recall is currently in progress and is expected to take about three months to complete.

On November 13, Ideal Auto released its first quarterly earnings report after listing. In the third quarter, the total revenue of ideal automobile was 2.511 billion yuan, exceeding the market expectation of 1.925 billion yuan, up 28.9% compared with 1.947 billion yuan in the second quarter; the net profit loss was 107 million yuan, better than the market expectation loss of 502 million yuan, up 42.2% compared with the loss of 75.16 million yuan in the second quarter; the overall gross profit margin was 19.8%, 6.5 percentage points higher than 13.3% in the second quarter. In terms of cash flow, the operating cash flow of Ideal Automobile in the third quarter of 2020 is RMB 930 million yuan, an increase of 105.8% compared with RMB 452 million yuan in the second quarter, and the operating cash flow is positive for two consecutive quarters.

In terms of the new force of independent vehicle building, it has stronger autonomy in grasping the concept, habit and product preference of local consumers. In addition, it invests huge amount in brand service, which is believed to attract some users of luxury and joint venture brands.

In addition, Luo Yonghao, CEO of former Hammer Technology, once said on Weibo: "The ideal ONE is the best car you can buy in the world at this price. Even if it is several times more expensive than it, it is almost completely without rival." At the same time, Luo Yonghao also said that he had chosen to buy the ideal ONE.

Luo Yonghao's comments also caused great debate. However, Luo Yonghao since entering the live broadcast with goods, also fell into a crisis of trust. On December 15, Luo Yonghao said on Weibo that the "Pierre Cardin" sweater sold in the direct broadcast room on November 28 was a fake and shoddy product, and would immediately contact consumers for three times compensation. The fake goods were caused by channel problems.

No matter what, Ideal ONE is also the top-selling product among the new power brands. As of the close of U.S. stocks on December 21, Ideal Auto shares reached $32.86, with a market capitalization of $29.5 billion.

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