On May 15, the Ledao brand of Ledao, which is for the mass market, was officially launched.
at the same time, the brand’s first model, the Ledao L60, also launched a pre-sale, with an advance price of 219900 yuan.
Then, on May 16, Li Bin, chairman of Xilai, and Wei, co-founder and president, Qin Lihong, senior vice president of Weilai, and Ai Tiecheng, president of Ledao Automobile, were interviewed by the media.
Source: Ledao, in the past two years, Weilai’s losses have continued to expand, causing market concern, and whether the launch of the lower-priced Ledao L60 will reverse the situation or aggravate it, Li Bin said.
The pre-price of the Ledao L60 starts at 219900 yuan.
This pre-price still has a good gross profit, and we will not do the thing of losing one car to another.
Li Bin once said: “Ledao L60 versus Standard Tesla Model Y, but the cost will be about 10% lower than that of Tesla Model Y.
” This is also the strength of Ledao L60 to be 30, 000 yuan lower than Tesla Model Y.
Previously, when analyzing the cost of Ledao’s new car, the industry said that the BOM cost of Ledao’s new car (excluding the pure material cost of research and development, factory construction, marketing, depreciation, etc.
) was about 140000 yuan.
Industry insiders believe: “because Ledao’s battery is a little less than the main battery life of NIO, the car deduction battery price may not be so high, and it is estimated that the whole car price may be deducted around 50, 000.
” In addition, the rental price of the battery will be reduced by about 25 per cent in NIO’s current plan, so the starting price of the new Lodao BaaS version will fall below 150000.
” However, at present, the Ledao L60 is only a pre-price, and with reference to the current marketing methods commonly used by car companies, the final price may be even lower.
For example, when Xiaomi SU7 is on sale, it has been claiming to be the price of 250000 yuan, and the final price is only 215900 yuan.
The just released Zhiji L6 is also sold as low as 200000 yuan.
Source: Ledao, within Weilai, the sales of Ledao models are the top priority of the brand.
It can be said that the origin of Ludao is to go for sales.
Qin Lihong once said on Weibo that Ledao brand was brewing in Xilai 10 years ago and formal preparations were launched three years ago.
This means that the multi-brand strategy has long been written into the planning book of Weilai, and when the time is ripe, the mass market brand will be launched naturally.
With regard to the logic that Weilai wants to do the second brand Ledao, Li Bin said that it starts from the high end because the transformation of BBA is slow, competitors think that you can’t do it, and there is a good window.
at the same time, there is also an opportunity to do positive research and development, and there is cost and room for innovation.
But he stressed that the size of the high-end market is limited, and if you want to achieve economies of scale, you can’t just be high-end, and you have to serve the mass market.
Tesla does well in many aspects, also starting from the high end, but it is not reasonable to do both high-end and mass market under one brand, and the price range covered by a single brand is limited.
” Li Bin previously said on the earnings call that the Ledao brand will continue to focus on maintaining a high gross profit margin to ensure the company’s profitability, while the Ledao brand will take on the responsibility of promoting sales growth.
in the initial stage, sales will take priority over gross profit margin.
According to Ai Tiecheng, although Weilai never issued a pre-sale battle report, it can be revealed that the order volume of Ledao L60 far exceeded expectations.
In response to the response of the industry, why the Ledao L60 was not released and delivered, Li Bin and Qin Lihong jointly replied: release is delivery, delivery is quantity, which has nothing to do with capacity, nor does it solve real problems, and it takes a certain amount of time to climb the hill.
or firmly abide by the objective law.
Li Bin also said at the media communication meeting: Ledao’s research and development, marketing and other funds have been included in the investment costs of Weilai, and will not consider listing separately in the future.
From the point of view of cost input and income, there is no need for separation and independence at present.
It is understood that at present, Ledao is technically shared with Xilai.
L60 comes from the third generation technology platform NT3.
0 and is based on 900V silicon carbide platform.
In terms of recharging and recharging, Ledao models can change electricity and share the third and fourth generation power stations of Xilai.
On charging, Ledao will also share all charging stations and charging piles built by Wei.
In terms of sales network, Ai Tiecheng said that he will not share the storefront.
Ledao has its own direct store, and there will be 100 this year.
However, Li Bin also said that although Ledao uses a separate sales network, it will use part of the after-sales system of the Weilai brand after sale.
To a certain extent, it saves resources and is conducive to the building and promotion of new brands.
In addition to the Ledao brand, Weilai will also launch lower-priced brands.
Qin Lihong revealed: it is expected that in a year or so, the third brand of Weilai will also face the market.
It is understood that the price of the brand will drop to less than 200000 yuan, entering the A-class car market with the largest market space.
Photo source: Weilai, in fact, from the point of view of the industry, there are also factors that have no choice but to launch brands in the mass market at this time.
At present, with the price war sweeping, many car companies have cut prices to protect themselves.
Not to mention, BYD, Geely and other traditional car companies play hot, new forces are also crazy inside the volume.
Wei Xiaoli, ideal has taken the lead in launching the L6 with a price of about 250000 yuan, breaking the lowest price of the ideal brand, and Xiaopeng’s models have also launched discounts one after another, of which Xiaopeng launched the lower-priced G6 in the middle of last month.
On April 11, Xiaopeng G6 brand new 580 Plus was released with a time limit of 179900 yuan, which is 30, 000 yuan lower than the starting price of 209900 yuan in June last year.
Moreover, Xiaopeng will also launch a new brand with a lower price this year, and it has been revealed that the new brand will position a price range of 100000-150000 yuan.
And the strong addition of the Xiaomi car brand makes it difficult for Weilai, which focuses on high-end, to follow.
After the release of Xiaomi SU7, Li Bin said bluntly in front of Lei Jun that Xiaomi SU7 was priced from 215900 yuan, making it difficult to price behind his music.
On the whole, whether it is active or passive, Weilai has already played this card, and the strength of Ledao L60 will eventually be verified by sales volume.
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