Focus on Car 315

In this extraordinary year of 22, the last word LI wants to hear is probably "broken shaft".

After five months on the market, tens of thousands of vehicles were recalled

In fact, LI is recognized as a "factory-digging" in the industry. When others burned tens of billions of yuan lavishly, but could not build a car, Li tried to open up sources and cut costs, and started the delivery in Li ONE at the end of 219, and realized a single-season profit in just one year, which made people suspicious.

However, Li ONE didn't get off to a smooth start. Soon after delivery, many problems emerged, such as the cancellation of the loan bank, the alarm of "emission system failure", the logistics mode not being lifted, and the failure of the power battery. Li ONE, which constantly exposes quality problems, seems to have already exposed the development wounds of LI's quick success and instant benefit.

In January last year, a Li ONE collided with a BMW 3 Series, causing the front right wheel of the former to be broken and the front left body of the latter to be damaged. At that time, it was thought that it was only a case and it was not taken seriously by the government and the public. Since then, in May, August, September (two cases) and mid-October, several shaft-broken accidents have occurred in Li ONE, which has evolved into a "public event" that has attracted much attention. When the owner reflected the problem of broken axle to LI, after investigation, they all received a unified answer, that is, the owner used it improperly, which caused the broken axle artificially and refused to return the car. Problems are not terrible, what is terrible is the "throwing pot" attitude of manufacturers.

On November 1st, 22, LI held the "Autumn Communication Meeting", saying that as of October last year, there had been 97 front suspension collision accidents, including 1 cases in which the ball head of the lower arm of the front suspension was detached from the ball pin. In this regard, LI said that it would "freely upgrade" the ball pin of the lower arm of the front suspension with higher detachment force for Li ONE produced on or before June 1, 22.

However, LI's expression of "free upgrade" caused many users' dissatisfaction. According to public opinion, the so-called "free upgrade" of hardware is actually a recall, and LI is playing word games here, which is suspected of avoiding the important and neglecting the important.

LI's arrogance finally angered the official media. As a media under the State Administration of Market Supervision, "China Quality News Network" expressed its position and attitude with the title of "LI's sophistry".

On November 6th, Ideality finally issued an apology letter, saying that it would recall 1,469 Li ONE made before June 1st, 22 from November 7th in strict accordance with the requirements of the State Administration of Market Supervision, and replace the lower arm of the front suspension with higher ball pin release force for users free of charge.

It has been proved that paper can't keep fire after all, and the "broken shaft door" of fermentation for nearly a year ended with LI's "mistake".

However, LI knew that there was a problem with the lower arm of the front suspension of the vehicle. Why did it adopt the "lower arm of the front suspension with higher ball pin release force" from June 2, but did not choose to recall it at that time? This is worth pondering by consumers.

behind making money, is it the story or the strength

From the ideal published performance in 22, LI did a good job. Li ONE alone sold 32,624 vehicles in 22, second only to Weilai, and its gross profit margin surpassed Weilai and Tucki. In the fourth quarter of last year, it turned losses into profits and became the first new force to make money.

But it is worth noting that although LI announced its quarterly profit, it did not make much waves in the capital market, and did not stop the stock price from falling all the way. At present, the ideal market value has evaporated by nearly 1 billion compared with the historical peak.

On February 22nd this year, LI released an internal email, and Li Xiang, CEO of LI, mentioned that the sales target in 225 is to seize 2% of the market share in the 8 million new energy vehicles market, that is, the annual production and sales will reach 1.6 million vehicles, making it the first intelligent electric vehicle enterprise in China, and by 23, it will take 25% of the global market share, ranking first in the world.

You know, even FAW-Volkswagen, which sells over two million vehicles a year, has a market share of only about 1% in China. Now, the market share of LI is less than 3%, that is to say, in five years, LI will achieve an annual sales growth of more than 5 times. However, to achieve this growth rate, the ideal seems to have many problems.

someone has calculated the account for LI, and if they want to occupy 2% of the market, the annual sales volume will reach 1.2 million vehicles, and LI needs to double its annual growth (75, vehicles in 221, 15, vehicles in 222, 3, vehicles in 223, 6, vehicles in 224 and 1.2 million vehicles in 225).

after all, most of the new car-making forces do not live by selling cars, but by financing. To put it bluntly, the real reason for many new car-making forces to build cars may be that investors want to raise their stock prices by financing, and then sell their shares to cash out. Therefore, most of the new car-making forces are not selling cars, but acting to give themselves gold. Selling cars in a decent way is nothing more than adding resumes to themselves. It is conceivable that the cars made in this way will eventually be good. It's a pity that the "leeks" who have been harvested are the consumers who finally suffer the pain.

in terms of products, compared with Weilai and Tucki, which are both the first echelon, up to now, Weilai * * has three products on sale and one product on the way (eT7, eC6, eS8, eS6), and Xpeng Motors * * * has two products on sale (G3, P7). And according to LI's product plan in the prospectus before, it will not launch a new model in 221, and the next new car will be listed in 222. Under the new energy market with such rapid change, LI will only rely on Li ONE to continue to support this year, and its difficulty can be imagined.

There is no doubt that Li Xiang will continue to tell stories in the future. After all, the market value of LI still lags behind that of Weilai and Tucki.

conclusion:

in fact, who was on the list at the "315 party" is far from "painful" for consumers. After all, even if you are the owner of the car on the list, it is a good thing. I believe that because of being on the list, the outstanding quality problems will be solved soon.

even though LI has not been named, as a new force to build a car, if it only focuses on profit and loses its rigorous and responsible attitude as an automobile company in order to make the financial report beautiful, it will only be a bubble in the wave of reform in the automobile industry and will be fleeting.