On March 21, after the unfavorable launch of Ideal MEGA, Ideal CEO Li Xiang issued a full letter entitled "How to solve the current problems facing Ideal cars" to review the company's strategy.。

Ideal MEGA has rhythm problems. Companies focus too much on sales.

The full text of the letter is as follows.

Let's review the essential causes and solutions of our March problems.。

First, the problem of the rhythm of the ideal MEGA

Essential reason: We mistakenly operate the ideal MEGA from stage 0 to 1 (commercial validation period) as if it were from stage 1 to 10 (high-speed development period).。Ideal MEGA and high-voltage pure electricity, must go through an ideal ONE and extended range electric similar from 0 to 1 stage, can not be like the ideal L series on the market can have from 1 to 10 operating potential energy, which is our misjudgment of the pace of pure electricity strategy.。The chaos of the ideal MEGA rhythm also allows the sales team to significantly reduce the time and effort to serve L-series users, and the main model, the Ideal L8, doesn't even have a store location.。

Solution: We will patiently operate the ideal MEGA at a pace from 0 to 1, focusing on core user groups and cities with strong consumption of high-end pure electricity.。Abandon a full-blown sales strategy and focus on product experiences and test drives in large retail centers in head cities, and accelerate the construction of overcharge stations in these cities。When the stage from 0 to 1 is effectively completed, then promote to more cities and larger user groups。

Second, the desire to focus too much on sales

Essential reason: we focus too much on sales and competition from top to bottom, allowing desire to transcend value, and significantly reducing the value and operational efficiency of the users we were originally best at.。For the pursuit of desire, let us become their own people hate。

Solution: Lower expectations and desire for sales and return to healthy growth。Focus on users rather than competition, focus on value rather than desire。Return to our best user value improvement, return to our best business efficiency improvement。Follow our three rules of conduct:

• User value comes first

• Reach consensus through co-creation
• Seek truth from facts, correct mistakes

Ideal MEGA's first week sales are far from expected.

On March 11, Ideal MEGA officially opened for delivery, but for various reasons, its sales were far from expected。According to a person familiar with the matter, the ideal MEGA went on sale 72 hours ago, with only about 3,000 units ordered nationwide and more than 10,000 units unordered.。

According to the MPV sales ranking of China's passenger car market in the 11th week of 2024 (March 11 to March 17) announced by the media, Ideal MEGA's first week sales were only 0.110,000, ranking sixth in China。The top five are BYD Tengshi D9, Buick GL8, Saina, Xiaopeng X9 and GAC Trumpchi M8。

Before Ideal MEGA went on sale, Ideal set a full-year sales target of 70,000 to 80,000 vehicles, which means Ideal MEGA will need to deliver an average of 7,000 to 8,000 vehicles per month this year, and the actual situation clearly fell short of expectations.。

In fact, since the listing on March 1, the ideal MEGA has always been criticized, and the biggest controversy is the ideal "hearse incident."。

Before and after the release of Ideal MEGA, a photo of a parking lot with several Ideal MEGA parked was circulated online。At first, everyone just thought it was a bit weird to take this photo of multiple ideal MEGA tails, until some netizens added filters to the photo and everyone finally knew why.。In the dark environment, the whole picture became very strange, and many netizens called the picture "panic."。

As a newly launched new car, the ideal MEGA is labeled "weird," which is intolerable in the ideal aspect。Ideal then sent a complaint notice to today's headline platform.。The notice said that today's headlines have a number of users of the ideal MEGA model malicious Ppicture, "Dian" and "new energy funeral car" and other words posted on the body, seriously infringing on the ideal car's product image and brand reputation, infringing on the ideal car's reputation.。Ideally, today's headline platform is required to delete relevant content and other processing.。

But the move did not hold down public opinion, in other platforms can still see many netizens on the ideal MEGA to play the terrier or P chart。After ten days like this, Li Xiang finally couldn't help it, and chose to say in the circle of friends that he wanted to "use light to fight back against darkness."。

This full letter is another voice from Li Xiang himself for the ideal MEGA.。

Li Xiang said: "The March 2024 issue is an enhanced version of our 2022 issue.。Seek truth from facts, correct mistakes, we are confident that with joint efforts, focus on user value, focus on operational efficiency, patient control rhythm, through down-to-earth problem solving, long-term healthy service to our users。”

According to Ideal's fourth-quarter 2023 earnings report, this year will be the product year for Ideal, and in addition to Ideal MEGA, the company will launch its first model L6 under $300,000, and Ideal L7, L8, and L9 will also usher in the 2024 model year.。

The ideal of learning from the pain, and the possibility of a turnaround。