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<h1>理想汽車真的沒有一合之?dāng)硢幔?/h1> <div id="cnilgqi" class="authorTimeSource"> <span>作者：電車曼曼談</span> <span>時間：2023-07-14</span> <span>來源：EEPW</span> <link rel="stylesheet" type="text/css"/> <span style="float:right; width:150px;margin-right:0px; text-align:right;"> <div id="mhgqloy" class="nav0"> <ul> <li style="width:150px;"><a href="javascript:void(0);"><img src="http://www.ex-cimer.com/event/action/images/icon_add_4.png" width="20" border="0" align="absmiddle" />英飛凌汽車電子生態(tài)圈</a> <ul> <li style="width:150px;text-align:center;"><img src="http://www.ex-cimer.com/event/company/images/code_2.jpg" width="150"><br />掃碼關(guān)注<br />獲取最新最全汽車電子<br />技術(shù)方案與實用技巧</li> </ul> </li> </ul> </div> </span> <span style="float:right; width:30px;margin-right:0px; text-align:right;"><a rel="nofollow">收藏</a></span> </div> <div id="kvblcqp" class="hAd4_Afinal20a_back">  <iframe id='a890e388' name='a890e388' src='https://ad.eepw.com.cn/www/delivery/afr.php?zoneid=88&cb=INSERT_RANDOM_NUMBER_HERE' frameborder='0' scrolling='no' width='660' height='60'><a target='_blank'><img src='https://ad.eepw.com.cn/www/delivery/avw.php?zoneid=88&cb=INSERT_RANDOM_NUMBER_HERE&n=a635e61e' border='0' alt='' /></a></iframe> </div> <div style="margin-top:28px;"></div> <div id="ovflgqt" class="content" id="contentDiv" style="position:relative;"> <div id="kzflkui" class="ad_300x180_Afinal13_back">  <iframe id='a225770a' name='a225770a' src='https://ad.eepw.com.cn/www/delivery/afr.php?zoneid=87&cb=INSERT_RANDOM_NUMBER_HERE' frameborder='0' scrolling='no' width='300' height='200'><a target='_blank'><img src='https://ad.eepw.com.cn/www/delivery/avw.php?zoneid=87&cb=INSERT_RANDOM_NUMBER_HERE&n=a576c0a2' border='0' alt='' /></a></iframe> </div> <span id="contentlabels" style="font-size:14px;"><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">最近，智能電動車圈流行這么一個段子：李想在教大家怎么做一名合格的CEO，大家在教何小鵬和李斌怎么做一名合格的CEO。<br/></span></p>本文引用地址：<a href="http://www.ex-cimer.com/article/202307/448638.htm">http://www.ex-cimer.com/article/202307/448638.htm</a><p style="text-align: left;"><span style="font-family: 微軟雅黑, "Microsoft YaHei";">這個段子不僅把<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/理想汽車"><em>理想汽車</em></a>的蒸蒸日上與小鵬、蔚來的狼狽不堪暴露在了大家面前，也把李想的個人風(fēng)格展現(xiàn)地淋漓盡致。有人盛贊李想心直口快，足顯內(nèi)心坦蕩，有人怒批李想小人得志，休要狂妄囂張。其實，身價幾百億的大佬，他們在公共平臺所講的話、選擇發(fā)言的時機、隱藏在背后的動機都帶著強烈的營銷目的，這是一般吃瓜群眾看不出來滴。</span></p><p style="text-align: left;"><span style="font-family: 微軟雅黑, "Microsoft YaHei";">比如，在銷量企穩(wěn)并穩(wěn)定爬升之后，<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/理想汽車"><em>理想汽車</em></a>每周都會在第一時間發(fā)布周度銷量排行榜，其目的當(dāng)然不是將蔚來、小鵬這些曾經(jīng)對它產(chǎn)生威脅的車企拉出來示眾羞辱，<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/理想汽車"><em>理想汽車</em></a>的格局還沒有那么low，其最真實的目的在于擴大雪球效應(yīng)，影響消費者的購買心理。</span></p><p style="text-align: left;"><span style="font-family: 微軟雅黑, "Microsoft YaHei";">畢竟，本土電動車企一哥比亞迪掌門人王傳福公開表態(tài)本土智能<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/電動汽車"><em>電動汽車</em></a>行業(yè)已經(jīng)進入了淘汰賽階段。不過，船夫哥并沒有給出淘汰賽打多長時間、打完后會留下幾家車企的判斷，做汽車之家出身、對汽車消費者心理洞察到登峰造極地步的李想本人高調(diào)地對這種競爭態(tài)勢進一步進行了渲染：淘汰賽三年就能打完，打完后只有五個主要的玩家。</span></p><div style="text-align: left;"><p style="text-align:center"><img src="http://editerupload.eepw.com.cn/fetch/202307/9b8b92c6add8cef7a0b4226cbea2c50a.jpeg"/></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">這種表態(tài)對消費者心理的影響是巨大的！看慣了不少新勢力品牌在過去幾年陸續(xù)退出歷史舞臺，換做你是拿著三十萬以上的預(yù)算買車的消費者，被屢屢提醒小鵬、蔚來的月銷量只有幾千輛，大概率會在心里生起它們會不會在三五年內(nèi)死掉的質(zhì)疑，下單時可能會非常猶豫。</span><br/></p></div><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">當(dāng)然，李想本人不可能承認密集性地發(fā)周銷量排行榜會影響友商的銷量，誰有這想法就是患上了“受迫害妄想癥”，再說了，理想汽車盯著的一直是BBA這種百年巨頭，而不是銷量只有“仨瓜倆棗”的本土小蝦米。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">不過，不要抨擊李想的‘狂妄’，也別帶著‘巨嬰’心態(tài)責(zé)怪他為何不能像宋襄公那么仁義，偏偏要在友商半渡之際而擊之？在輿論層面，自有何小鵬、張勇等人暗戳戳地表示不爽，筆者想帶著大家探究明白的是，理想汽車今年的銷量為何如此瘋漲，它的競爭對手到底在何方？</span></p><p><strong><span style="font-family: 微軟雅黑, "Microsoft YaHei";">性價比為王</span></strong></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">正如一位長者所言，一個人的命運，當(dāng)然要靠個人的奮斗，但也要考慮到歷史的進程，這句話同樣適合所有的車企。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">理想汽車今年的表現(xiàn)如此亮眼，固然離不開理想汽車三款套娃車型出色的產(chǎn)品力和強大的營銷能力，但更主要的原因是風(fēng)水輪流轉(zhuǎn)，今年到了增程混動的家，才造就了理想汽車的大爆發(fā)。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">以理想汽車為代表的增程混動車型今年之所以登上本土<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/新能源汽車"><em>新能源汽車</em></a>的舞臺中央，排在第一位的助力就是其相較于其它混動構(gòu)型和純電動更加出色的性價比，事后回看，2023注定是性價比為王的一年。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">雖然淄博的燒烤攤依然人頭擁擠，但高端家用車市場確實迎來了消費的降級，錢包縮水的消費者比以往任何時候更加注重性價比，三十萬以上的高端市場恰又屋漏偏逢連夜雨。GPT的大爆發(fā)讓這個價格段的主力消費人群-以腦力勞動者為主的中產(chǎn)階層-突然籠罩在通用人工智能即將來臨的烏云之下，盡管樂觀者依然勇毅，但是在悲觀者的購車決策里，蔚來倡導(dǎo)的美好價值觀、小鵬堅持的長期主義通通讓位給了錢包里的人民幣。</span></p><div style="text-align: center;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/66be8b482f864fd7aa706a03ebfa8ab7~tplv-tt-shrink:640:0.image?traceid=202307141428522A7D51310C3D8E48289E&x-expires=2147483647&x-signature=Sd6oQCe8RJ%2F8KGrrgEOCoADhMEI%3D" class="syl-page-img"/><p><br/></p></div><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">天然具備性價比優(yōu)勢的增程混動車自然是“大風(fēng)好借力，送我上青云”，大風(fēng)一日逐風(fēng)起，扶搖直上九萬里了！</span></p><p><strong><span style="font-family: 微軟雅黑, "Microsoft YaHei";">混動開始跨越鴻溝</span></strong></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">今年，李想在微博上兩次分享“技術(shù)采納生命周期定律”，很多人不知道的是，恰恰是這條曲線揭開了純<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/電動汽車"><em>電動汽車</em></a>消費低迷的第二個謎底。</span></p><div style="text-align: center;"><img src="http://editerupload.eepw.com.cn/fetch/202307/bdf244ea3bcccf91a05b415270e633ac.jpeg" class="syl-page-img"/><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">本著早起的鳥兒有蟲吃、早起的蟲子被鳥吃的樸素認知，普羅大眾對一種新技術(shù)總是猶猶豫豫、欲拒還迎，所以，彪悍到不需要解釋的創(chuàng)新者永遠是極少數(shù)，堅定的早期使用者也是環(huán)繞在人們質(zhì)疑聲中的少數(shù)派，從過去幾年里的<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/新能源汽車"><em>新能源汽車</em></a>銷量來看，這群積極擁抱新鮮事物、接納新技術(shù)的早鳥用戶更加青睞的是純<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/電動汽車"><em>電動汽車</em></a>，可以說，這幫愿意為不確定的未來而買單的人為過去幾年里中國<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/新能源汽車"><em>新能源汽車</em></a>市場的培育立下了不朽的功勛。</span><br/></p></div><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">但是，當(dāng)新能源汽車滲透率來到了30%以上的區(qū)間，進入早期大眾的中間階段時，更加務(wù)實的人們偏愛混合動力汽車的傾向性在今年顯得尤其明顯。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">我們可以拿懂車帝統(tǒng)計的秦Plus為例，看一看其DMi車型和BEV車型半年來的走勢和銷量占比。</span></p><div style="text-align: center;"><img src="http://editerupload.eepw.com.cn/fetch/202307/ab8f101734d5c22e19fe013784dcff77.jpeg" class="syl-page-img"/><p><span style="font-family: 微軟雅黑, "Microsoft YaHei"; color: rgb(127, 127, 127); font-size: 14px;">秦Plus 銷量走勢</span></p></div><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">可以很明顯地看出，比亞迪秦Plus的DMi車型占比基本上都接近四分之三，這個規(guī)律也可以套用在理想汽車所在的三十萬以上的高端電動汽車細分市場里。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">因為，在新能源車滲透率占比達到三分之一的當(dāng)下，在一線和強二線城市新能源車滲透率普遍超過50%的大背景下，助推新能源車滲透率繼續(xù)上行的接力棒自然而然地傳到了三四線城市的消費群體手上。這部分人群一方面會被混動車型的性價比所吸引，另一方面，根據(jù)對新生事物一看、二探、三再探的原則，他們在心理上會更加傾向純?nèi)加蛙嚭图冸妱榆嚨闹虚g形態(tài)-混合動力車，接受純電動汽車可能還需要一段時間。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">在購買三十萬以上的電動車時，三四線城市的高收入群體也會同時從智能、電動、車三大方面作出這筆大宗消費的決斷，恰恰在今年上半年，理想的增程三劍客理想L7/8/9在這三個層面之上又疊加了一層性價比的buff，成為腳踏實地的人們更加務(wù)實的選擇對象。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">在智能化層面，除了FSD尚未入華的特斯拉，本土車企里只有蔚來、小鵬、理想三家，包括比亞迪在內(nèi)的所有自主品牌、合資品牌，在智能化賽道里都算不上強大。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">在電動化層面，三四線城市充電基礎(chǔ)設(shè)施的可及性確實無法和早早布局的一線城市相提并論，再加上混動車企有意宣傳邊疆自由行，揪著純電動汽車里程焦慮的小辮子不放，不遺余力地宣傳混動車的出行自由，以至于本該慢慢淡化的里程焦慮依然深深地刻在大多數(shù)老百姓的思想鋼印里。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">綜合以上三個層面可以看出，“跨越鴻溝的理論，占比超過30%開始加速”的斷言只適合混合動力汽車這種燒油的電動車，而不適用于更加綠色環(huán)保的純電動汽車。</span></p><div style="text-align: center;"><img src="http://editerupload.eepw.com.cn/fetch/202307/64d7cc18bd71ef09189492b2a437bc31.jpeg" class="syl-page-img"/><p><br/></p></div><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">但是，盡管擁有了消費降級、三四線城市青睞混動汽車的天時地利人和，理想汽車也絕非高枕無憂，實際上，它最大的競爭對手來自新勢力曾經(jīng)的老大哥-蔚來汽車。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">蔚來的未來很理想</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">唯一可以打破理想汽車在三十萬以上市場的智能化、遠行自由和性價比優(yōu)勢的，目前有且僅有蔚來一家。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">三十萬以上的汽車消費，始于顏值，終于才華，在經(jīng)濟下行的大背景下還要給出有誘惑的售價，現(xiàn)在的蔚來有了跟理想汽車一決高下的籌碼。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">論顏值，蔚來可以對理想汽車形成碾壓，蔚來汽車的工業(yè)設(shè)計美譽度在業(yè)界是得到一致公認的，理想汽車雖然比問界好看，在蔚來面前就黯然失色了。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">論才華，智能化層面，蔚來雖然沒有配齊冰箱、彩電和大沙發(fā)，但還是領(lǐng)先理想半個身位或者至少是并駕齊驅(qū)的，電動化層面，理想汽車等一眾搞混動的車企有意渲染的里程焦慮在蔚來這里突然失靈了，因為，手中握有1500座換電站、年底擴充到2300座換電站的蔚來是唯一可以做到遠行自由的純電動車企。至于性價比優(yōu)勢，蔚來汽車將充換電權(quán)益貨幣化，全系大降價，價格顯得更有誠意了。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">目前，理想汽車的銷量擔(dān)當(dāng)-理想L7在降價后的蔚來全新ES6的進攻下，勢必要在銷售上受到一定程度的擠壓。</span></p><p><strong><span style="font-family: 微軟雅黑, "Microsoft YaHei";">寫在最后</span></strong></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">在蔚來之外，理想下半年還要迎戰(zhàn)一個分量十足的競爭對手-技術(shù)實力更加優(yōu)秀的車企問界。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">近日有消息稱，問界M7將補齊智能駕駛上的短板，推出搭載HUAWEI ADS 2.0的智駕版車型，果真如此，理想L8勢必迎來一場硬戰(zhàn)。</span></p><p><span style="font-family: 微軟雅黑, "Microsoft YaHei";">理想L9也不是高枕無憂，余承東在問界M5智駕版發(fā)布會的最后十來分鐘，藏不住內(nèi)心的驚喜，提前發(fā)布了One More Thing-<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/問界M9"><em>問界M9</em></a>，揭示了搭載華為全面智能汽車解決方案的重磅車型<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/問界M9"><em>問界M9</em></a>的部分細節(jié)，從這些猶抱琵琶半遮面的細節(jié)來看，屆時的<a class="contentlabel" href="http://www.ex-cimer.com/news/listbylabel/label/問界M9"><em>問界M9</em></a>也夠理想L9喝一壺的。</span></p></span>  <div class="qmdjeoc" id="coverDiv" class="article_reg" style="width:100%;overflow:hidden;display:none;z-index:10;position:absolute;left:0;background:#fff;"> <center> <img src="https://webstorage.eepw.com.cn/images/display/reg.jpg" border="0" usemap="#Map" /> <map name="Map" id="Map"> <area shape="rect" coords="133,235,319,253" target="_blank" /> <area shape="rect" coords="132,315,319,335" /> </map> </center> </div>  <span id="ngbwrbl" class="hAd8"> <br></span>   </div> </article> <div 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