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Recently, it was revealed that the ideal ONE will be sold at terminal stores by 20,000 to 30,000 yuan, and will stop production of the ideal ONE after entering September, and switch to the replacement model, the ideal L8, in November, causing dissatisfaction among many new and old car owners.

On September 4th, in an ideal car store in Hangzhou, a large number of owners of 2021 ideal ONE spontaneously pulled banners to protect their rights. Judging from the videos and pictures posted online, these 2021 ideal ONE cars are affixed with rights banners with slogans such as "ideal ONE car false propaganda deceives consumers", "ideal car company deceives consumers", "ideal and routine, separated by an ideal ONE" and so on.

The Tramway report learned from the black cat complaint website that a large number of ideal ONE owners complained about fraudulent sales of ideal cars on the website. The initiator of the collective complaint, "Don't take my drumstick," said that it bought the ideal ONE on June 30, 2022, and the price was 349800 yuan at that time. It was sold at the time of order and the car manufacturer was of a uniform caliber. It did not mention the related matters such as the upgrading and suspension of production of the vehicle and the price reduction. When asked about this question, they all said that they did not have such a plan, and guaranteed the national uniform price, and there was no price reduction. On August 19, 2022, the ideal ONE completed production and picked up the car. however, it was announced in less than half a month that the ideal ONE was about to be replaced and stopped production, with a terminal discount of about 20, 000 yuan. The complainant believes that the ideal car has problems such as deception, concealment and false publicity, resulting in losses.

In view of the ideal ONE price reduction and suspension of production, the car owners are summarized as follows: 1, the price reduction affects the price of used cars and harms the interests of car owners; 2, the cost of stopping production and after-sales maintenance increases greatly, whether it is time or money; 3, the wave of brand trust and ideal hurts the trust of the Chinese people and requires an explanation from the ideal company; as of press time, the number of complaints is 226, and the processing rate is 0%. At the same time, the car owner put forward the following demands: 1, the refund of 20,000 yuan discount; 2, to ensure the follow-up maintenance of the vehicle after the suspension of production, to provide a lifetime warranty; 3, reserve the right to replace the new vehicle.

The Tramway report learned from the car complaint website that there are also many complaints about the ideal ONE "withholding relevant information / not in line with publicity", with 52 complaints from September 1 to 3, which is expected to win the first place on the list of complaints in September.

In response to the above news, the Tramway report contacted the ideal car customer service and got the following response. In response to the rumors of price reduction, ideal Motors said, "Retail policies will be different in different periods, and the company will adjust its sales policies according to market conditions in different periods, which is a normal business behavior." In response to the rumors of suspension of production, the ideal car said, "the ideal L8 is the replacement of the ideal ONE, and the ideal ONE will no longer be produced after the replacement is completed." However, ideal car officials did not say when to stop production of the ideal ONE.

On September 1st, ideal released the latest delivery data, showing that a total of 4571 new cars were delivered in August, down 51.5% from a year earlier and 56.1% from a month earlier. On the day of the delivery announcement, ideal car disclosed that the ideal L8 would be officially released in November, and that "the month of release and the start of delivery". Shen Yanan, co-founder and president of ideal Automobile, said, "the ideal L8 is a medium-and large-scale intelligent luxury SUV built for families. It will offer two models, six-seat version and five-seat VIP version, to more widely meet the subdivided needs of home users."

Earlier, some users left messages in Li Xiang's Weibo comment area that "they have been waiting for 8", while Li wanted to respond that "at this stage of waiting for L8, don't buy ONE", and said that "you need to complete the delivery and climbing production of the ideal L9 first. It is too difficult for two brand-new models that can deliver more than 10,000 in the first full month to climb production at the same time."

Judging from the information available, the ideal car delivery plummeted in August, which is likely to be the stagnation of the production of the ideal ONE model, giving most of its production capacity to the ideal L9, giving priority to ensuring the ideal L9 production capacity. In order to allay market concerns, ideal ONE begins to sell cars at reduced prices in the end market to clear inventory. After the ideal L9 completes its capacity climbing, it will officially release the ideal L8 in November, that is, it will be a replacement model of the ideal ONE to achieve wrong peak climbing.

Unexpectedly, the scene of a year ago happened again. May 2021, ideal car launched 2021 ideal ONE, compared with the old model, although the price of the 2021 ideal ONE has been raised by 10, 000 yuan, but the upgrade of the software, hardware and configuration of the auxiliary driving system is particularly conscientious. However, a number of car owners asked whether they would launch a new model in the near future, but they all denied that they finally bought the old ideal ONE with an attitude of trust, but they had wanted to buy a new model listed in the near future, and the car owners thought that the ideal car had fraudulent sales and deliberately concealed the news of the new car's listing, thus triggering a rights protection incident.

It is not difficult to see that the ideal ONE incident is even more serious. Normally, the replacement of the car model is a normal operation, but the dispute lies in whether the ideal car has informed the car owner whether it will launch a new model or a new model. At present, this is only one side of the ideal car owner's words, the ideal official did not respond. From this point of view, the ideal ONE price reduction sales really caused the dissatisfaction of many car owners, after all, soon after the new car price reduction sales, psychological gap is inevitable, and more importantly, the ideal ONE will stop production and withdraw from the market, replaced by a new ideal L8, this model will be upgraded in appearance and configuration.

Some car owners said that the ideal backstab old car owners, breaking their promises. The ideal launch of the ideal ONE replacement model is understandable, but did not inform the owners of the upcoming replacement model, the car owner who just mentioned the ideal ONE new car seems to be a "big injustice", more importantly, there will no longer be an ideal ONE model, which feels as if it has been abandoned.

Of course, the mood of ideal ONE owners is also understandable. First of all, the discontinuation of the ideal ONE is bound to affect the price of used cars, which is where car owners are annoyed. Normally, it is normal for product update iterations to produce price fluctuations, and even minor adjustments to product naming are acceptable, but directly suspending production and adopting a new name is really difficult to understand. It is not so much to improve the product camp, it is better to be new and new, making the outside world feel that the new model has changed greatly. From the history of automobile development, few car brands have adopted this practice. for example, after the second generation of Kia Sportage was introduced into China, it was called "Lion run" in Chinese, and the third generation Sportage named it "Zhi run". However, after its listing, Zhirun sold in the same room with Lion run and did not stop production. As for the idea of abandoning the 200000 ideal ONE owners, it may not be an exaggeration. The operation of the ideal car not only harms the interests of the new car owners, but also harms the interests of the old car owners, and will become distrustful and disloyal to the ideal car brand. Imagine which car owner will recommend this brand to friends and relatives.

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