AutoBeta(AutoBeta.net)04/16 Report--

Li, founder, chairman and CEO of ideal Motor, said on Weibo on April 15, "from the perspective of mass consumers, is it as simple as possible to achieve the same user value?" Or the more complicated the better? This is what the top leader himself needs to understand in order to avoid letting the following people continue to consume the resources of the enterprise and brush their personal sense of existence. Brand, product, R & D, technology, procurement, manufacturing, promotion, sales, service and so on. Who is doing user value? Who is brushing the sense of existence? It is the choice of the inner value of the top leader. "

At the same time, Li Xiang continued to express his views under the Weibo, saying, "it's easier complicated than simple." Anyone can increase complexity, and it can also reflect a personal sense of existence. Simplicity requires more effort, because there is no sense of existence to brush, only the verification of real user value can be closed-loop. " In addition, Li Xiang also commented, "Why do so many people in enterprises continue to have a sense of existence?" Because the mind is not strong, there is no sense of security. Why is the mind not strong and there is no sense of security? Because the company has not invested resources and energy to build an organization (internal products) that supports everyone's continued success. "

Although Li Xiang did not specify which brand, he knew full well that Li wanted to insinuate Wei Pai.

On April 13, Wei Lanshan DHT-PHEV officially launched two new models with prices of 273800 yuan and 308800 yuan respectively. It is understood that Wei Lanshan is based on the "coffee intelligence" technology platform, positioning six comfortable electric SUV, equipped with hybrid DHT, NOH, Coffee Pilot 2.5 and other core technologies, there are many bright spots in design, power, battery life, configuration and other aspects, which is regarded as Wei Brand's masterpiece that burns its bridges.

At the listing conference, Wei Brand CEO Chen Siying said that with decades of experience, Wei Brand put all the industry's leading technology and what it wants to say to users in the Blue Mountain, making it better than the "best SUV in 5 million". 'We can't ignore the quality and service of our products because of the price,'it said. Car building is not a pile of materials, we should return to the first nature of the product, whether the pursuit of true value is good, whether it is durable, whether the quality is stable enough, whether the experience is excellent, and whether the service is reliable.

This remark has also been interpreted by the industry as Wei Brand Lanshan's "positive hard steel" to the ideal L8. In this regard, Chen Siying said that Wei Brand belongs to the car building school, and behind its R & D, production and manufacturing is decades of experience. Many capitalists have just experienced the detours taken by the Great Wall Group, and the capitalists want to conquer the stability of products, the durability of use, and the reliability of services. There is still a long way to go.

Although Chen Siying did not mention a competitor's name, anyone with a discerning eye can see that he is pointing the finger at the ideal car. This is also the reason why Li wants to insinuate Wei Brand. In Li Xiang's view, the ideal car calls out the slogan "the best SUV under 5 million" based on user value, while Chen Siying regards Wei Brand Lanshan as a better model "than the best SUV under 5 million". It is because "the mind is not strong and there is no sense of security", so Li Xiang does not explicitly point directly to the brand, but can associate it with Wei Brand everywhere.

So can Wei Lanshan play the ideal L8? Compared with the price of 35-400000 yuan speculated by the outside world before listing, the price of Wei Brand Blue Mountain is indeed enough to be pleasantly surprised, which is much lower than the ideal L8's 33.98-399800 yuan, and has a certain lead in size and power parameters. Obviously, this almost "flipped table" pricing and the alignment of the ideal L-series indicate that Wei Pai hopes to restore the double influence of brand and technology through Blue Mountain, and Blue Mountain does have the characteristics of popular style. However, it is not easy for Lanshan to surpass the ideal L series. In March, the ideal L7 and L8 sold 7702 and 6224 respectively, ranking first and third in the list of medium and large SUV.

To put it simply, as a masterpiece of Wei Brand to burn its bridges, Lanshan has indeed achieved this, with the possibility of leading Wei Brand back to the rise, but it is not easy to surpass the ideal L system. It is expected that there will be a certain amount of Wei Brand in the first two months, mainly because the orders accumulated in the early stage began to be delivered, but whether it can continue to rise still needs to be tested by the follow-up market. On April 10, Wei announced on its official Weibo that bookings for Blue Mountain models exceeded 10000.

Liu Yanzhao, CTO of Wei Brand, said that Lanshan is the vanguard of a comprehensive counterattack against capital with six-seater SUV models. As the brand's new flagship, Lanshan fully inherits the 32-year construction heritage of Great Wall Automobile. Through the hybrid combination of DHT and NOH advanced intelligent driving assistance technology, it enables science and technology to equalize power, let conscience car-making return to essence, let integrity car-building return to essence, and let core technology lead car-building to return to essence.

Wei Brand urgently needs to seek an opportunity to prove itself again from the market through Blue Mountain, and the reason why it is so urgent is inextricably related to the depressed market performance of Wei Brand. In March, Wei brand sales were only 1275, down 73.19% from a year earlier, halving sales for six months in a row.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat