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Recently, a blogger posted a video on a social platform saying that the Ledao L60 is a small 18-line supplier of accessories. As soon as the video was released, it attracted a lot of netizens' attention, and many netizens even shouted to the Ministry of Justice to work.

In response to the blogger's comments, Lodao officials responded and released the names of some vehicle-related suppliers. Officials point out that Ledao integrates many excellent local partners, such as front shield glass from Fuyao Glass, mounting shock absorber to Topp, chassis shock absorber component for Nobo rubber, seat skeleton for Yanfeng, Sanhua thermal management, body steel for Baosteel, wire harness for Huaguang, display panel for Tianma, represented by Huayang HUD.

In addition, it is also pointed out that Lodao integrates global superior resources and has introduced a large number of industry-leading foreign partners, including Bosch, the world's top chassis supplier (steering and brake control systems), Kasma, the world's top chassis supplier, and Otto, the world's top passive safety kit provider (steering wheel, airbag and seat belt), and Ando Tinto, the world's top seat kit manufacturer. Bentler (thermoforming parts), the world's top body system fitter, and VAMA (submarine steel), the world's top steel fitter, are not what the blogger calls an 18-line supplier of Ledao L60 one-body accessories.

At present, the auto industry is concerned that relevant videos can no longer be found on the blogger's social platform.

Data show: Ledao car is a new brand launched by Ludao Automobile. The first model, Ledao L60 positioning medium-sized pure electric SUV, was unveiled in May this year and opened the pre-sale, the pre-price is 219900 yuan. The Ledao L60 was officially launched on September 19th, and the new car launched a total of two models with a price range of 20.69-235900 yuan. The biggest highlight of the car is that it can be purchased by battery rental, with a price starting at 149900 yuan. At the same time, the new car can also share the power exchange network with Weilai.

Officials are very optimistic about the arrival of the first model of the new brand. Li Bin, CEO of Ledao, has said that 20, 000 L60 cars are expected to be delivered in the second half of the year. In the second day of the Ledao L60 listing, Li Bin revealed in an interview with the media that the Ledao L60 has now exploded and its production capacity will reach 30,000 vehicles per month in March next year.

Of course, the launch of Ledao brand by Xilai Automobile is also a measure to occupy a place in the fierce competition in the car market. After all, since 2024, with the increasingly fierce price war in the car market, the sales of Lulai cars have also been affected to a certain extent. Relevant data show that the company sold 20176 vehicles in August, with a cumulative sales of 128100 this year. Compared with the sales of ideal cars, there is still a certain gap. As a reference, the cumulative sales of ideal cars this year is 288103.

At the same time, the financial pressure on Xilai continues to increase, with relevant data showing that the net loss of Lulai in the first half of this year was 10.384 billion yuan, an increase of 4.95% compared with the same period last year. As of June 30, 2024, the balance of cash and cash equivalents, restricted cash, short-term investments and long-term deposits was 41.6 billion yuan, 15.7 billion yuan less than last year.

In this context, the authorities also urgently need to launch a popular model, Ledao L60 also came into being. Ledao brand bears not only the burden of increasing sales of Lulai cars, but also the burden of raising gross profit margin. Li Bin has revealed that according to the current pricing of Ledao L60, there is still a gross profit, the company will not be lower than the gross margin to price.

According to the official plan, the annual sales target for this year is 230000 vehicles, and so far only about 55.7 per cent of Lulai cars have been completed. Whether the follow-up Ledao L60 can help increase sales and get rid of losses remains to be seen. However, it is worth mentioning that the Ledao L60 enters the household market of 200000-300000 yuan. At present, the competition in this market segment is very fierce, and the Ledao L60 will also face certain challenges after listing.

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