Good guy, good guy, Li Xiang, who hasn't tweeted for nearly a month, made a big move yesterday that nobody expected.
Last night, Ideal Auto held the performance conference for the first quarter, informing everyone about the earning situation from January to March this year. There is good news, and of course there is bad news.
The good news is that compared with the same period last year, Ideals sold 28000 more new cars and nearly 10000 more each month. The total revenue also rose by 36.4% to 25.6 billion yuan. In the first quarter, I earned the money of Manet in the last half year of Weilai, and the result is really a bit against the sky.
But the bad news is that the net profit in the first quarter plummeted by nearly half compared with last year's 930 million yuan, leaving only 590 million yuan.
Although it is very happy to have net profits in the new force auto enterprises, it seems that it is somewhat confusing to sell more cars and earn less money.
What is more impressive is that Li Xiang suddenly announced at the performance conference last night that the two pure electric car models M7, M8 and M9, which were originally planned to be launched this year, will be delayed to the first half of next year.
There must be a brother who doesn't know what the three cars are. Here I will review them for you.
According to the original plan, it is ideal to launch four pure electric models this year: MEGA, M7, M8 and M9 that have been launched. By next year, there will be a total of six ideal pure electric models, and they will have a combination name of "one whale and five sharks".
Ideally, the product form of the M7-M9 will be SUV, but from the exposed test car photos, they should be closer to the MEGA variants, regardless of the appearance or butt.
Originally, we could see them listed within this year, but now it is estimated that we will have to wait another year.
The news of the delayed launch of the pure electric model, to tell the truth, was quite explosive.
Because from all kinds of news - whether it is the test vehicle on the road or the launch plan, their completion is now quite high.
Developing a car often requires a huge amount of time and money. According to the inertia of the OEMs, once the launch time of the vehicle model is determined, basically all matters have to give way to it, and generally it will not be easily changed.
Now the ideal has not only changed, but also changed for nearly a year.
And ideally, this year should have been a time for them to show their strength in the field of pure electricity.
We will push 4 pure electric vehicles a year, and then make a super product matrix consisting of 11 models (1 flagship+5 extended range+5 pure electric vehicles) in 2025, becoming a super giant in the new domestic power.
However, after the pure electricity plan was shelved, the brand planning that had originally looked very popular may not be followed up for a while.
It is equivalent to that you have prepared for the college entrance examination for two years, and everything is ready. Suddenly, you say that you are ready to re read, and that you will not take the examination. Let's talk about it next year.
Parents, teachers, classmates and so on, it is estimated that they will be a little confused.
It's also interesting to say that whether it's selling more and earning less or the delay of the pure electricity plan, the reasons behind it are the same.
You should have guessed what it is. The MEGA, which was supposed to sell 8000 units a month, now only sells 1000 units.
As for why MEGA is crotch pulling, we won't talk about it in detail today. Interested partners can move to the home page of the small broken station of our car department, which has a special issue of content that has been output crazily for 6 minutes and 50 seconds, so you can eat it with confidence.
What I want to talk about is actually the most ideal and biggest blow for MEGA, which is to lose a lot of money in vain.
For example, we can see here that the ideal R&D expenditure in the first quarter of this year is 3.04 billion, a sharp increase of more than 1 billion compared with the same period last year. The cost of marketing and managing the company (sales, general and administrative expenses) also surged by 1.3 billion yuan.
This money is obviously used for the research and development of new pure electric models and the promotion of MEGA.
In addition, there is also an item called inventory in the financial report, which refers to the materials and equipment purchased in advance in order to ensure the smooth production and delivery of subsequent models. Compared with the beginning of the year, it is nearly doubled.
According to the original idea, if MEGA can achieve 8000 sales per month, they can get more than 4.4 billion cash, whether it is research and development, marketing or part of the inventory, it can be covered, so that the entire electric plan can be smoothly implemented.
So according to my estimation, many of these inventories are purchased for MEGA. Even in the factories in Beijing, there are many MEGAs produced.
Source Weibo @ Turbo_Car Now MEGA can't sell, the early publicity is basically in vain, the spare parts in stock are no longer needed, and the R&D costs are no longer covered.
Pain that Brother Neck saw on the way 「 MEGA 」
When so much money is wasted, the profit margin must fall in response.
Looking back, the postponement of the pure electricity plan was largely due to MEGA's cold weather.
In the internal communication, Li Xiang actually mentioned two reasons for the delay of the pure electricity plan, First, he believes that it is very important for high-end pure electricity users to quickly recharge, or to easily use MEGA's 5C overcharge.
But now there are only about 400 ideal 5C charging stations in China. In contrast, the domestic pure electricity Tesla has more than 2300 overcharge stations nationwide.
Even Weilai, which has a huge cost of power conversion, has built 2420 power conversion stations and 3850 charging stations in China. The gap really seems to be quite large.
So the ideal plan for the next step is to expand the national overcharging station to 2000 seats or more before releasing the new car, so as to solve the demand for charging anxiety first.
Another reason, Li Xiang felt that if the new car was launched too fast, the existing ideal stores would not be able to be put in place, so he had to slow down.
But in my opinion, neither of them is an ideal priority.
After all, the convenient overcharge network is not a big problem for users who are willing to choose more than 500000 trams. First, most of these car owners have their own home filling piles, which can basically cover short commutes.
Even if it is far away, the ideal current charging station in the service area, the charging piles open to brands such as Weilai/Jikrypton, and various third-party charging piles can fully meet their energy supplement needs.
Look at the brothers who buy Porsche Taycan and BMW ix, they really don't care about having to charge quickly, or the whole charging station can only enjoy themselves.
The reason for store size is more abstract. You can see that Tesla Model Y sells so well, and many large and small stores only have one Model 3 outside. What's the explanation? It means that we have to put all the cars we want to sell out, just how many cars we can put in a large area.
Even if it is postponed for half a year, the area of the store will become larger?
I think it's better to think about the ideal idea of product dolls instead of solving these two problems in a hurry.
Why? Although this idea is particularly useful when the wind is favorable, for example, after the success of L9, subsequent L8, L7, and even the recently launched L6 will follow.
In this way, we can make money on new cars and save a lot of money on design and research and development.
But once the head of the doll is not up, the rest of the series of products will have to be sent.
Unfortunately, after the success of the L series, Ideals is not only very confident about the idea of dolls, but also very optimistic about the market prospects of MEGA.
Together, not only the interior of MEGA itself is covered, but also the follow-up products are covered with MEGA's shell early, intending to replicate the glory of L series.
However, when MEGA came into the market, we found that... The interior is nothing new, and the appearance is so controversial. After all, the price is pure electricity, which will definitely be more expensive than the previous L series.
In contrast... It's not very fragrant. I declined.
Pop, it's cold.
Once MEGA cools down, no matter how the price and marketing strategy will change in the future, as long as the model remains unchanged, I think the probability will still get the evaluation of "small MEGA".
I really can't say how the sales performance will be.
But to change the design, such as changing the shape of the most controversial butt, is a more arduous task for the current ideal.
Because for the OEMs, the development process of a car is often to determine the positioning and pricing of a car first, and then hand it to the design center to design the appearance, that is, the skin of the car. After various departments improve it and freeze the appearance design, it can be carried out in the design - such as the design of the body structure, electronic and electrical architecture, etc.
Dynamic design is basically the same as dynamic foundation.
I think it's really difficult to go through the process again in half a year.
Li thought that what he would do would be known only next year. But there is no denying that Li Xiang is very, very decisive in making decisions after encountering defeat.
Knowing the news of the plan's delay, the stock price will certainly plummet, and I still did so.
In fact, it is true that the ideal market value has directly evaporated by more than 12% after the conference call, and a small amount of 10 billion yuan has disappeared.
Looking at all the players who build cars, who else can make such a super bleeding decision.
In my eyes, today's Li Xiang is really like a Musk. "Don't try to persuade me what I want to do, just try to persuade me, then leave."
The only explanation is that, in Li Xiang's opinion, the economic losses on the bright side may be smaller than those of the new car driven by MEGA.
Wait for the party, we are lucky again.
Editor in charge: Luo Mu
