ifnioandzeekrthe data is not too exaggerated, which means that more than 100,000 people did not choose to spend 300,000 yuan to buy a car in the fourth quarter of this year.

li bin is quite unique in the automotive industry, so every time he is asked about the number of orders at a communication meeting after a press conference, he always says, "we never say it, so it's best not to ask." therefore, now almost no one asks such questions. however, not asking and not answering does not mean that there is no news.

aboutledao l60regarding the order data, the official response at the communication meeting the next day was that the orders exploded and the server capacity was temporarily expanded by 5 times.

unofficial but logically supported reports include, "i heard that the small orders were over 120,000," "after the press conference, the large orders were at least 50,000."ledaoafter the explosion, some people also mentioned the pastnio et5the orders were booming, and the numbers were staggering. at that time, nio had more than 230,000 orders, but due to many reasons such as production capacity, it failed to seize the opportunities.

zeekr openly listed the number of orders in its ppt. in 20 days, zeekr 7x received more than 58,000 small orders for the pre-sale price of 239,900-300,000 yuan. if the previous conversion rate of 30% is used, which is relatively good in the industry, it means that zeekr has received more than 20,000 large orders. however, given that the price this time is at most 30,000 yuan lower than the pre-sale price, the old conversion rate rule may not apply.

in short, the chinese auto market has reached a new turning point. the 200,000-300,000 yuan market is like the northwest of shanxi in the ping'an gel battle in "bright sword".Model Y。

in fact, li bin is equivalent to musk in 2023

although an conghui said at the zeekr 7x launch conference that model y should not be imitated, everyone wants to kill model y, and everyone also wants to become model y. kill the best and then redefine the rules by yourself. this is the operating rule of mingpai.

2023, isteslathe official price cut directly led to the 18-month price cut wave and price war in the chinese auto market. at present, li bin’s le dao also has the potential to become a fuse.

starting from the end of september, this chaotic war will last at least until the launch of the zhijie r7 in october, and then it will be temporarily suspended. after that, the ideal pure electric suv will debut. although there is no simple and crude price reduction war in the auto market, the new round of new car pricing war is an unstoppable trend.

the starting price of 206,900 yuan is not surprising to people familiar with li bin. the starting price of the baas model is less than 150,000 yuan, which was clearly calculated when the ledao l60 was first officially announced. the problem facing li bin and ai tiecheng is that as the first to announce the price of a new car in the new round of chaos, if the price is not attractive, they will become a stepping stone for at least five car companies to rise to the top.

from a marketing perspective, everyone is learning from huawei and xiaomi, trying to seize every holiday to stimulate consumption. in this round of tesla sniping war, ledao l60 opened the market first, followed by zeekr 7x.avita07，zhiji ls6, zhijie r7. all of them are basically the same in size and battery life. it just depends on whose price and market positioning are stronger.

so, if you ask about the ledao l60 or zeekr 7x, they are both all-round household bucket cars with no shortcomings, and even the general logic of product definition is the same.

the order of ledao's product points from the development level is safety, space, energy consumption, and design. from the perspective of product implementation, safety is not easy to define, but with dual-chamber distal airbags, rollovers, and various battery scratches, the aeb brakes successfully stopped at a speed of 120km/h at night, and even a ghost head test of 4 cars at a continuous intersection at 40km/h, which can give consumers peace of mind. in terms of space, 4 bloggers weighing more than 200 pounds sat in the l60 car at the same time and broadcast live, and it was still spacious. as for energy consumption, whether it is official information or information under live broadcast tests, the 900v system has delivered a score of less than 12.5kwh/100 kilometers, and on the highway, it is 5kwh lower than tesla.

in addition, the 4+1 exchange coupons are set based on the 2,000 kilometers of use of the oil car every month. ai tiecheng has repeatedly emphasized that the baas mode battery rental is actually only equal to the cost of filling a 60l tank with 92-grade gasoline. i believe this will become one of the main sales tools for ledao stores in the future. the most important thing behind this is undoubtedly the support of the "county-to-county" battery exchange network released not long ago.

the logic of zeekr 7x is actually the same. the product definition is promoted according to safety, space, energy replenishment, off-road, and control. safety is a global first. the fastback design is not used to improve the endurance and free up space. the energy replenishment speed is as fast as 15 minutes for kirin battery to replenish 546 kilometers, and 10.5 minutes for bric battery to complete 10%-80% charging. the whole series is 800v, and the air suspension of the four-wheel drive version increases the ground clearance to enable a certain degree of off-road, as well as the control emphasized by zeekr.

the two models are both small cars with prices lower than consumers' expectations. they are both unique in terms of logic. the only car that has low-power energy-swap and many generalized capabilities of nio at 200,000 yuan is the ledao l60. the only pure electric suv with high safety, fast charging, and full configuration and space at more than 230,000 yuan is the zeekr 7x.

the threshold for traditional luxury cars will be reduced by another 50,000 yuan?

the original market segments of the fuel vehicle era have been broken up before our eyes. the latest competition logic is actually what an conghui said: where there were standards before, (the new round of new cars) all have them, and where there were no clear standards before, these new cars all establish their own standards.

the first in the industry, the only one in its class, the best in its class, these words appeared prominently on the background wall of the press conference, but people did not feel that they were too far-fetched in the advertising law, but rather were acceptable.

in essence, the competition between ledao l60 and zeekr 7x is not big. the price difference between the two is about 20,000 yuan. the product strength in other aspects is tit-for-tat. everything depends on who the consumer chooses and the performance of the sales consultant. the last two models to debut at the end of september have the price setting of l60 and zeekr 7x, which can also directly show their approximate performance.

zhijiin recent years, it has been existing as a price butcher. the purchase price of zhiji ls6 will generally be set according to ledao l60. the price of avita 07 will be more flexible due to its extended range, and it has the advantage of huawei's full-blooded intelligent driving, so it can compete with zeekr 7x and ledao l60 at the same time, and will focus more on the pricing market of zeekr 7x.

therefore, the common point of these cars is that they are tightly priced and, although their product strength is very good, it is difficult for them to become the main market with a price of more than 300,000 yuan.

the logic of involution is this: once a benchmark product brings down its price, the prices of similar products will fall as a whole, just like byd's champion edition and honor edition, and the model y. in short, the latest situation today is that traditional luxury car brands have no choice but to compete with their products priced above 300,000 yuan.

the current matrix is ​​that ledao l60 has broken through the floor price, and because of the baas model, no other company can lower the price to less than 150,000 yuan. ideal l6 quickly achieved sales of 100,000 units, penetrating the market around 250,000 yuan. the same is true for wenjie m7, which has penetrated the market of 250,000-300,000 yuan with the pro and ultra versions. with the appearance of zeekr 7x, the competitiveness of traditional luxury cars, especially gasoline cars, in the market of 250,000-280,000 yuan will further decline.

first-tier brands can still find ways to compete, but the latest series of actions by second-tier brands have clearly shown that they are retreating to advance. cadillac has also used a limited-time fixed price for its xt5, which is responsible for its sales, with a pre-sale range of 279,900-339,900 yuan. compared with the previous generation of luxury/prestige/platinum models, this price has dropped by more than 100,000 yuan.

however, even if the prices are similar, it is still clear that new energy vehicles are equipped with the most advanced and popular technologies, including large models, urban noa, chassis technology advancement, and air suspension. the speed of energy replenishment is getting faster and faster. 800v supercharging is no longer enough, but the era of 10 minutes of energy replenishment for more than 500 kilometers, and the addition of extended range, it is actually difficult for old car companies to complete the technical shortcomings in the face of them. so there is no possibility of a head-on fight.

nowadays, the threshold of hot-selling products that were originally priced at more than 300,000 yuan has been lowered to more than 100,000 yuan. the terminal bare car price of mercedes-benz c-class is less than 190,000 yuan, the entry-level price of mercedes-benz glc is less than 290,000 yuan, the entry-level terminal price of audi a4l has dropped to less than 220,000 yuan, the audi q5l has dropped to less than 260,000 yuan, the main selling price of bmw 3 series has been reduced to less than 250,000 yuan, and the bmw x3 has been reduced to less than 280,000 yuan.

therefore, the new price of cadillac xt5 is just a preview. when chinese brands further reduce the corresponding price by 50,000 yuan, the sales base is so large that if they want to survive, they will naturally think of more ways to change the price. after all, the technological asymmetry is getting bigger and bigger.

at the communication meeting on the second day of ledao l60, we asked li bin about the latest rumor. as nio nt3.0 will gradually be replaced from 2025, and as ledao l60 has been sold out as soon as it was launched, there are rumors that nio will consider raising prices in the future to leave more room for ledao to survive.

li bin's answer is that the next vehicles of the nio brand will add more business attributes in addition to the existing home and smart models. in addition, the personalized models for the self-pleasing market, such as et5t and ec6, will continue to be retained. in addition, referring to the performance of huawei and byd, the two leading companies, it is not difficult to see that the market above 300,000 yuan will truly become a watershed for luxury cars.

only with industry-exclusive core technologies can sales be achieved above rmb 300,000. if you just max out the configuration, it is actually difficult to survive above rmb 300,000. byd uses three-motor technology to set the starting price of the denza z9 gt at rmb 334,800. huawei uses ads3.0 qiankun intelligent driving + lidar + end-to-end full-blooded performance to support the performance of the m9. even ideal has recently increased the sales of l9, accounting for 20% internally, relying on the latest end-to-end + vlm intelligent driving.

although the idea of ​​conditional autonomous driving is debatable to some extent, there is no doubt that the growth in sales means that some consumers have already recognized it first. as for nio, as it builds more and more battery swap stations in every county, the moat that others cannot catch up will become deeper and deeper. judging from the current explosion of orders at ledao, li bin's long-termism is getting stronger and stronger.

final thoughts

in fact, from the latest rumors, we can see more changes in the market above 300,000 yuan. it is rumored that the xiangjie s9 has started a review after its listing, and huawei and baic are rethinking the way to break through the new energy. the difficulty of pure electric vehicles is too high, so the market competition has been lowered to 200,000 yuan. the logic of extended-range, plug-in hybrid, and intelligent driving is the same. because car companies want to win, with the competition between ideal and wenjie, the pricing of new plug-in hybrid and extended-range vehicles is also not dare to cross the line.

as for who can break through the siege within 300,000 yuan, ledao actually gave a very classic case. it has no shortcomings, obvious strengths, and extremely lethal prices. li bin also announced that the medium and large dad suv will be delivered in the third quarter of 2025, and the backup plan has been continued.

as for when the problem of difficulty in selling products above 300,000 yuan will be solved, one thing depends on the technical reserves, and the other more important thing is when the economy will recover and the income will have optimistic expectations again.