Shulou(Shulou.com)11/24 Report--

CTOnews.com March 2 news, in today's ideal spring communication meeting, ideal Automobile Chairman and CEO Li would like to explain some of the ideal car's future planning and management ideas.

Li Xiang said that the ideal brand positioning is "the family's preferred luxury electric car brand", hoping to gain 35 per cent market share of passenger cars worth more than 200000 yuan in 2027 and become the world's leading artificial intelligence company in 2030, against Standard Tesla and Apple.

He pointed out that there are now more than 300 new car-building forces, and perhaps only 1% of them are qualified in the brand. "most of the new car-building forces that have problems are first discounted in the brand. Today we talk about positioning the family, and tomorrow we talk about two seconds of acceleration. Employees are pregnant with ghosts and don't know what they want to do."

Li Xiang also stressed the importance of gross profit margin. He believes that to become a new energy car company left on the card table needs at least hundreds of billions of yuan of income; to become the head needs to reach trillions of dollars. He believes that in terms of operation, gross profit margin is the "blood" and is very important for the development of new energy vehicle companies. Only when the gross profit margin is above 20% can the long-term healthy development be guaranteed, and the enterprise can be "not pussy." otherwise, it is impossible to continue to invest in research and development, delivery and other long-term investment.

"many enterprises are learning from Tesla and Apple, but do not learn the key, do not realize the importance of gross profit margin, do not have the life of Apple Tesla, Apple Tesla's disease."

He said that Tesla and BYD can maintain a gross profit margin of 20% even if they cut prices on a large scale, while the ideal car must maintain a high gross profit margin to ensure the necessary investment in research and development, that is, the ideal car will not cut prices for the time being. He said frankly that the competitive pressure in the new energy vehicle industry is indeed so great that the first two companies (Tesla and BYD) can fight a price war, which can not be seen in other industries such as mobile phones.

With regard to the delivery challenges faced in January and February this year, Li wanted to say bluntly that it was indeed difficult in the first quarter of this year: one reason is that part of the sales volume was overdrawn in advance in December last year, coupled with the cancellation of new energy subsidies this year. Shanghai and other cities no longer issue licenses for additional trips; another important reason is the price reduction, which took everyone by surprise. He believes that the price reduction of electric cars may not be profitable, but it can hit rivals.

However, he also stressed that Tesla and BYD's pricing is very smart, "the car is not the more expensive the better, nor the cheaper the better. It's important to find the right price range." He said that if it is ideal to sell medium and large SUV to more than 200,000, they may not be able to sell it, and users will think that they are cutting corners, which is the psychology and consensus of consumers.

Ideal car CFO Li tie also believes that the price reduction is a comprehensive consideration, and Tesla's price reduction is to make full use of production capacity. The ideal hope that this year is the beginning of continuous and stable profits, and pay more attention to efficiency in the long run. "the market will be under pressure throughout the year, but this is also the time for leading companies to expand their market share." 'The ideal will enter the stage of focusing on market share this year,'he said.

At the end of February, ideal released its results for the fourth quarter and full year of 2022. In a conference call after the results were released, ideal CEO Li wanted to reveal his goals for 2023.

Li Xiang said: "in the past less than a year, ideal Automobile has successively launched three models: ideal L9, ideal L8 and ideal L7, enriching the product matrix and achieving comprehensive coverage of the 300000 to 500000 yuan household SUV market. This year, ideal car will challenge 20% of the luxury SUV market in the price range of 300000 yuan to 500000 yuan."

According to the financial report, ideal Automobile achieved revenue of 45.29 billion yuan in 2022, an increase of 67.7% over the same period last year. 133246 vehicles were delivered in the whole year, an increase of 47.2% over the same period last year. The net loss for the whole year of 2022 was 2.032 billion yuan, and that of 2021 was 320 million yuan, an increase of 53.5% over the same period last year.

CTOnews.com gave the latest delivery report of ideal car yesterday: in February, ideal delivered a total of 16620 new cars, an increase of 97.5% over the same period last year. Since delivery, the cumulative delivery of ideal cars has reached 289095.

As of February 28, 2023, ideal Automobile has 298 retail centers covering 122 cities, and 317 after-sales maintenance centers and authorized sheet spray centers covering 223 cities.

Related readings:

"ideal car CEO Li Xiang: the main purpose of the price reduction is to hit the competitor. If you don't sell battery cars, the price can be lower than that of fuel vehicles."

"ideal car CEO Li Xiang: the threshold for the healthy development of car companies is a gross profit margin of more than 20%."

"ideal car CEO Li Xiang: terminal intelligence is equivalent to Android mobile phone, can not achieve urban NOA can only call electric car instead of smart car."

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