Last night, Ledao Motor officially walked to the front of the stage in Shanghai, which has a good temperature and has just entered the summer.
It is no exaggeration to say that this may be the launch I am most looking forward to since the launch of Xiaomi SU7 on March 28th Beijing time.
As for the protagonist of today’s article I would like to share three stories at the beginning.
If I remember correctly, I first saw the head of the brand, Ai Tiecheng, in the second floor sitting area of the booth at the Shanghai Auto Show in April 2023.
After a short face-to-face and a few words of hasty conversation, he could already feel the sincerity in his bones.
You can take a look at Ai Tiecheng’s professional resume, and he is also a “car-building layman”, so can he really take the helm of the second brand that can not be lost? At that time, no answer was found.
Homeopathy, at the end of 2023, after going through all kinds of twists and turns and uncertainty and being frantically tortured by the Chinese auto market, a core media communication meeting was held.
Li Bin’s words were also impressive.
The time for the second brand to enter the market, although the VB car has long been offline, but we are in no hurry.
According to the previous VB car offline after the release, the pace is usually faster, we now decided to wait, let everyone roll a roll, and then we finally come in to lift the table.
” The words are full of confidence.
Can be in a jungle full of thorns to grab meat to eat, trying to “strike after the attack, one hit to win” is not so easy? Flag anyone can stand, the key is whether it can land.
At that time, doubts still arose one after another.
Unexpectedly, just last week, slower than expected, Weilai ushered in another key milestone-the 500,000 new car off the line.
After the exclusive interview, the “trio” of Li Bin, Qin Lihong and Ai Tiecheng gathered in front of everyone for the first time.
Music is more mature than imagined in many systems.
I think it is really born and mature, and it is the maturity of the end-to-end experience of the whole chain.
” After participating in the whole game, the deepest impression came from Qin Lihong.
From a rational and objective point of view, even veterans inevitably make mistakes, and the difficulty of a new brand’s “debut is the pinnacle” is clearly there.
At that time, there was still a lot of confusion.
The above three stories, which last for more than 400 days, and the corresponding three groups of questions constitute my general outline of the protagonist of today’s article.
Fortunately, fortunately, after last night, all the unknown gradually have a clearer line.
First of all, about Ai Tiecheng.
I have to admit that after mending, he suddenly felt that he had adapted well to the inner roll and cruelty of the Chinese car circle.
His resume, which once worked for Disney, also coincides with his brand concept of “every road with his family is Ledao”.
In terms of the performance of the whole press conference, from the slight nervousness when he first appeared on the stage to the gradual improvement after that, it can be said that the man at the helm of Ludao completed the task assigned to him by Li Bin amazingly.
What is even more surprising is that as the second brand of Ludao, perhaps without the bondage of “high-end”, “luxury”, “business”, “administration” and other key words, Ledao has completely released itself.
Every copy every video in PPT and even every explosive sentence thrown by Ai Tiecheng reveals approachability and aggressiveness everywhere.
There is no denying that Ludao is less gentle and a little more aggressive.
However, there is no doubt that everyone would like to see such a change.
After all, to enter the mainstream market, there is absolutely no courtesy before soldiers, only to tear up the face.
Secondly, about Ledao L60.
In fact, combined with its official introduction, it has been able to fully interpret its product power.
Ledao L60 provides home users with high frequency and high perceptual experience value from six aspects: omni-directional safety, space comfort, intelligent cockpit, range replenishment, driving experience and intelligent driving.
And if summed up in a vernacular that everyone can understand, it is: “the Ledao L60 is a pure electric sedan SUV that hangs Model Y in all directions.
” From the modeling design to the interior language, to the driving space, to the battery energy consumption, to the intelligent driving module, it has achieved transcendence at the parameter level and static level.
At the same time, the energy supplement system, which Weilai is proud of, has also been devolved to Ledao L60 to the maximum extent.
Last night, Ai Tiecheng shouted out the pre-sale price of 219900 yuan.
The Ledao L60 has completely defeated the outside world’s expectations, and knowing that the secret weapon of “BaaS car-electric separation” has not been sacrificed, it will certainly be able to lower its entry barrier at that time.
In addition, the official launch and delivery of the Ledao L60 was frozen in September this year.
In other words, there is plenty of room for it to adjust.
Anyway, after a press conference, I gradually understood how Li Bin had the courage to set up the Flag of “strike after attack and win with one blow”.
For now, at least, the Ledao L60 is offensive enough to bear this ambition.
Qin Lihong said that “born mature” also has a very convincing argument.
However judging from a calm and objective point of view the protagonist of today’s article is not without flaws and challenges.
For example, whether you admit it or not, the entry of the Ledao L60 will certainly have a more or less impact on the SUV models of the Weilai brand, and the dilemma of “mutual blogging between left and right hands” is unavoidable.
For example, because the lesson of ET5 was too painful, the Lodao L60’s ability to officially open the manufacturing end after delivery, or the climbing speed of production capacity, as well as the number of channels, determined its sales limit.
For example, the Ledao L60 cut into the market segment, will be China’s auto market this year, the strong will compete for a crazy meat to eat a sector.
From the sudden parachuting of Avita 07, to the first orthodox SUV of extreme krypton, to the SUV with Huawei’s endorsement of the intellectual world, to the newly refurbished version of Tesla Model Y, every product is its unavoidable enemy, and no one dares to say it is a safe bet.
The Ledao L60, for example, will have to face the shrinking demand for pure electric models from end consumers this year, including a poor consumer environment.
For example, although Ledao L60 seems to have been armed to the teeth, there is still a long way to go before Ledao L60 wants to pull Tesla Model Y down from the altar.
At this point, I would like to throw out the last point, which is also the title of today’s article: “Weilai Le Road, must be ironclad.
” Because only in this way can many stubborn diseases that have been criticized be easily solved, and the heavy shackles on Li Bin’s shoulders can be slowly removed.
Anyway, Ludao thing.
There is no room for compromise, and it is definitely a battle that cannot be lost.
Nilai has been established nearly 10 years ago, and it is time to harvest some fruits of victory.
Otherwise, what kind of car would we build? And this morning, Li Bin and Ai Tiecheng will sit in the interview room again and be tortured by everyone.
Let’s look forward to how the two will respond.
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