On July 1, the new EV makers announced their June sales list. In addition to the monthly sales of Xiaomi cars exceeding 10,000 in the list, the most eye-catching is Li Auto.
Judging from the announced deliveries, Li Auto delivered a record-breaking 47,774 vehicles in June, compared with 32,500 units in June last year, a year-on-year increase of 47%. Among them, the ideal L6 car that has just been launched this year occupies 20,000 units.
Seeing the comments on the news, some people complained that the ideal L6 car ate up the sales of the ideal L7, L8, and L9 cars, and the gains outweighed the losses. Is this really the case?
Let's take a look at the historical data. Since the public data for June is not detailed, we can't know what the sales of the L7, L8, and L9 will be, but we can refer to the sales of these three cars in May and April, and we can see the clues.
According to the current public data, in May, Li Auto sold 12,965 units of Ideal L6, 9,540 units of L7, 5,322 units of L8, and 6,579 units of L9.
In April, the sales of the ideal L6 were not counted, with L7 sales of 10,666 units, L8 sales of 5,035 units, and L9 sales of 6,560 units.
Obviously, with and without L6, the sales of L7, L8, and L9 have not changed, except for the L7, which has decreased by 1,000 units, and the sales of L8 and L9 have increased. But the increments of L6 are in the tens of thousands.
So whose sales did the ideal L6 with a price of 249,800-279,800 steal it?
First of all, the second and third-tier luxury brands, although the ideal is the first to steal the BBA market, but because the influence of the BBA luxury brand is still there, and the terminal price reduction is too ruthless, at present, Mercedes-Benz GLC, BMW X3 and Audi Q5 can still maintain monthly sales of about 10,000 units.
But the second- and third-tier luxury brands are not so lucky, and the monthly sales of Volvo XC60 can only be maintained at about 5,000 units even if the terminal price is cut more ruthlessly. And even if the price of the Land Rover Aurora is reduced to less than 200,000 units, its monthly sales can only hover at the level of a few hundred units. Then there is the Cadillac XT5+XT that sold less than 2,000 units in June.
With the passage of time, these brands, which were originally not very attractive in terms of luxury halo, are likely to be wiped out by the ideal L6.
On the other hand, domestic luxury cars are not very competitive at this price point. Although the Wenjie brand is also strong, its highest sales are the M9 and M7, and the M5 and L6 are at the same price, and its sales have been maintained at more than 5,000 units, which is very uncompetitive. The Denza N7 and N8 in the same price range have no presence at all.
Between 240,000 and 270,000, there are also old joint venture products that are most affected, such as Highlander, Lufang, and Tourang, all of which are relying on official price reductions and promotions, but sales are still precarious. The worst is Nissan Tanlu, which began to decline two months after its launch, but its sales are still hovering around 2,000 units, which is simply the background board of the ideal L6.
In addition, there are some "copycat L6" that serve as a background board for the ideal L6. For example, Dongfeng Yipai 008, Star Era ET, Wei brand Blue Mountain and so on.
Among them, Dongfeng Yipai 008 has no sales data to view, so it will not be commented on for the time being. The Epoch ET sold only more than 2,000 units in the first month of its launch, and there was no attack on the ideal at all. Although there is no complete data for the Star Era ET in June, it is estimated from the sales in the first three weeks of June that its sales in June should not exceed 3,500 units.
Finally, there is the WEY brand Blue Mountain. It stands to reason that the positioning of Wei brand Blue Mountain should be on an equal footing with the ideal L8, and the workmanship materials can also keep up. However, due to the lack of intelligent driving system and variable suspension system, the competitiveness of this car has been insufficient.
Many people in the terminal market first looked at the Wei brand Blue Mountain, and then looked at the ideal L6 and L7, and finally gave up the blue mountain and chose the ideal. The main reason is that there is a certain gap between the luxurious atmosphere of Wei brand Blue Mountain and the ideal.
Recently, the Great Wall Wei Jianjun live-streamed the intelligent driving version of the Wei brand Blue Mountain to warm up the car. But because the price range is still a mystery, it is impossible to judge how competitive this car is.
However, because the ideal L6789 has firmly established the main position in the market, the price reduction of the old Wei brand Blue Mountain terminal is very serious, if the final pricing of the intelligent driving version of the Blue Mountain will be the biggest test, if it cannot win market recognition, it is likely to become the largest background board of the ideal car.