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Ideal automobile adjustment product lineTiger'sTroveTourThe price of the 2024 ideal L7 and L8 will be reduced by 1.Tiger'sTroveTour.80 to 20,000 yuan, the ideal L9 will be reduced by 20,000 yuan, and the MEGA price will be reduced to 52Tiger'sTroveTour.980,000 yuan. Market forecast adjustment and organizational structure optimization, aimed at improving decision-making efficiency and user value, the new ideal L6 positioning medium-sized SUV, the price is less than 250000 yuan, aggravating the fierce competition in the market of 20 to 300000 yuan.
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[ideal car adjusts its price system to meet market challenges] ideal car announced on April 22nd that it would adjust the price of its 2024 ideal L7, ideal L8, ideal L9 and ideal MEGA products to meet market demand. Among them, the price of the ideal L9 was reduced by 20, 000 yuan, the price of the L7 and L8 by 18000 to 20, 000 yuan, and the price of the MEGA by 30, 000 yuan to 529800 yuan. In the face of a 12% year-on-year decline in the passenger car market of more than 300000 yuan in the first quarter and a drop of 10 to 15 percentage points in the terminal transaction price of fuel models of traditional luxury brands, ideal cars have readjusted market expectations and adjusted product pricing accordingly. Liu Jie, president of the ideal auto product line, said at the 2024 Beijing Auto Show that the company's forecast for this year's market was too optimistic. He believes that the two core elements of household consumption are the price range and the number of seats. The pricing logic of ideal car follows this principle, dividing the product line into three levels: more than 400000 yuan, 300000 yuan to 400000 yuan, and 200000 yuan to 300000 yuan. Despite the reduction in prices, Liu Jie stressed that products still need to be kept within their respective price ranges to meet the needs of retained and new users. He also mentioned that the ideal car would not reduce the price of the L7 to less than 300000 yuan, nor would it reduce the price of the L9 to less than 400000 yuan. In addition, ideal Automobile issued a "Matrix Organization 2.0 upgrade announcement for hundreds of billions of scale" on April 3, announcing a number of organizational restructuring. The purpose of this adjustment is to solve the problem of too long value transfer chain and improve the quality and efficiency of decision-making. Liu Jie said that the three main aspects of efficiency improvement include simplifying internal operations, focusing on the processes of core key nodes, and choosing not to do projects that can be done or not, and devoting resources to more important matters. Ideal car also reviewed the problems in three aspects.Tiger'sTroveTourProcess and organization optimization, MEGA 0-1 phase problems, and user value creation and delivery. Liu Jie said that starting from the ideal L6, the company will return to its areas of expertise. On April 18, ideal car released a new ideal L6, lowering the price threshold to less than 250000 yuan for the first time. L6 is positioned as a medium-sized SUV, and core competitors include M7 and so on. Since the beginning of this year, a large number of products in the price range of 200000 to 300000 yuan have poured in, indicating that the competition in this segment will be more fierce. Liu Jie believes that there is a large market space between 200000 yuan and 300000 yuan, which forms a 1:1 relationship with the market above 300000 yuan. He said that at present, there are no plans for other models worth more than 200000 yuan, and the L6 is unlikely to launch a lower version. It is worth noting that the sales of ideal cars have been surpassed for many months in a row so far this year. In the first quarter, ideal car sales were 80400, up 52.9% from a year earlier, but still below the 85800. As for the competition with brands such as question, Liu Jie said that in the long run, Xiaomi, question and other enterprises are worth learning. He stressed that excellent products and enterprises in the market coexist for a long time, and the user groups are also different.