ledao ai tiecheng: the 150,000 to 200,000 yuan range is the last bastion of joint venture cars
2024-09-20
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"the market segment of 150,000 to 200,000 yuan is the last bastion of joint venture cars. products such as camry, rav4, and passat are all in this segment. in addition, the market share of new energy vehicles has exceeded 50%, but in this price range, the proportion of fuel vehicles is still very high. ledao l60, which adopts the battery leasing plan to purchase a car, will also enter this market segment." in a recent interview with a reporter from china business network, weilai senior vice president and ledao automobile president ai tiecheng said.
ledao is nio's second brand, which will focus on the mainstream mass market with a price range of 30,000 to 50,000 us dollars. currently, 3 to 4 products have been planned. the brand's first product, ledao l60, will be officially launched on september 19. the car will start pre-sale on may 15 with a pre-sale price of 219,900 yuan. previously, nio's management has repeatedly stated that orders for new cars have exceeded expectations.
ai tiecheng told reporters that ledao l60 was benchmarked against tesla model y at the beginning of its development, and was positioned as a "finely decorated, enlarged, battery-swappable model y, but the cost should be 10% lower than that of model y.
tesla is recognized as a "cost killer" in the industry, and the starting price of its model y standard version is 249,900 yuan. according to information revealed by li bin, chairman and ceo of nio at the second quarter earnings conference, the price of ledao l60 will be slightly lower than the pre-sale price of 219,900 yuan, and the price still maintains a certain gross profit margin.
regarding how ledao can maintain gross profit while pricing lower than tesla model y, ai tiecheng said that model y was released five years ago, and the technology has been rapidly iterated in the past five years, and the new technology has achieved cost reduction.
"the nio brand will be more inclined towards high-end business and require more innovation; ledao is more inclined towards home use, and some of nio's advanced technologies will be decentralized to the 200,000 yuan price range, and the r&d costs will be shared through scale." ai tiecheng said that based on nio's technological accumulation, ledao was the first to apply 900v electrical architecture, central computing and other technologies. at the same time, ledao can realize the high-speed noa function available nationwide when it is delivered.
in addition, ledao l60 is produced on the same line as some of nio's products, which is expected to further reduce costs by expanding the supply chain scale and improving capacity utilization. in terms of after-sales service, ledao will continue to use nio's existing service system.
although the company has high expectations for it, ledao l60 still needs to face the situation of "tigers in front and wolves behind".
tesla model y, which is fully benchmarked by ledao, still maintains a strong market sales performance. in august 2024, the total number of deliveries of tesla shanghai super factory was 87,000 vehicles, a month-on-month increase of 17%, of which model y sales were 45,000 vehicles.
however, ai tiecheng believes that 2023 will be the peak year for tesla model y sales, and it will take the top spot in global sales. however, this product has been released for 5 years. during these 5 years, china's new energy vehicle market has experienced rapid technological iterations and product competitiveness has been greatly enhanced. from the current industry level, model y's competitiveness is no longer sufficient. there will be more and more competitive products like ledao l60 on the market, and chinese brands also have the hope of replacing model y and taking the top spot in global sales.
"39% of ledao's reservation users have considered tesla." ai tiecheng said that the problem ledao faces now is how to increase its popularity among users of original fuel vehicles and gain new growth from fuel vehicles priced between 150,000 and 200,000 yuan.
on the other hand, li bin said that the delivery target of ledao l60 this year is 20,000 units, with a monthly delivery of 10,000 units in december and a monthly delivery of 20,000 units next year. compared with some competitors who have increased their sales volume as soon as they were launched, ledao l60 still needs some time to ramp up.
in addition to the increase in sales, domestic car companies have recently launched products with positioning and pricing similar to model y, which will also have a certain impact on the sales and order conversion of ledao l60.
in early september, zhijie r7 started pre-sale, positioned as a coupe suv, with a pre-sale price of 268,000 yuan; zeekr 7x is scheduled to be launched on september 20, with a pre-sale price of 239,900 yuan; avita's first suv avita 07 is scheduled to be launched on september 26. the above-mentioned models benchmarked against model y are also potential competitors of ledao. although they have accumulated orders exceeding expectations, during the production ramp-up period, ledao l60 will face the risk of orders being snatched by competitors.
ai tiecheng told reporters that starting from the first half of 2022, ledao's procurement, quality and other teams will be stationed at suppliers to prepare for the capacity to deliver 20,000 vehicles per month; ledao can also choose to produce a batch of vehicles first and then put them on the market, and achieve large-scale delivery as soon as they are on the market; but ledao focuses on home users, and home users need about 3 to 6 months of consideration period. ledao opened pre-orders in may, and there are only 4 months until it is launched in september. the capacity ramp-up period can also give users more time to consider.
(this article comes from china business network)
