丨崔力文
丨崔力文
丨别 致
二者纷纷走到了决定命运的十字路口。
李斌与李想之间的关系,一直都像是相伴左右的“亦敌亦友”。
从借着互联网浪潮创办易车与汽车之家开始,到all in造车推出蔚来与理想,身为旁观者的我们,总是愿意把二者放在一起比较,也喜欢抱着吃瓜的心态,希望听到他们对于彼此的评价。
而最近,因为理想MEGA这款深陷舆论漩涡的产品,今天文章的主角们无疑再次产生了交集,更准确的说是单方面的发声。
李斌,先是尽显格局的要求全体员工,不得参与类似话题的讨论。
“汽车创业非常不容易,投入大、挑战大、竞争激烈,如果是因为一些不好的舆论影响,其实这不是一个好的方式,我强烈要求内部员工不要助长这种风气。”
之后,位于抖音的首场直播中,其继续十分圈粉的大方谈到。
“我认为理想做纯电挺好的。”
“MEGA因为我还没去试驾过,近期肯定会去体验,看李想邀不邀请,我得找他要个邀请,具体开过后再评论。”
“这款产品外形还是很有突破性的。”
逐字逐句,没有夹带任何的火药味,更多是一种对于友商的鼓励。
至于文章开篇,阐述以上最根本的目的,还是想要证明无论蔚来也好,理想也罢,没必要继续拘泥于过往的恩怨与那些纷纷扰扰,因为它们都走到了决定命运的十字路口。
已然到来的2024年,对于李斌与李想而言,谁都万万不能掉以轻心。
01
每一步棋都错不得
上周,蔚来一共发生了两件大事。
首先,必然是微博中某“小白”账号,突然爆出蔚来第二品牌旗下首款产品的正脸与尾部偷拍图,再次位于整个行业掀起了轩然大波与激烈讨论。
一方面,如此泄露方式,彻底打乱了其原本的节奏,影响无疑十分的巨大。另一方面,或许是角度的问题,被命名为“乐道L60”的新车,造型好像远不如想象中的惊艳。
同样,在抖音直播中,李斌正式进行了回应。
“确实比身份照还要再难看一点。其实,去年10月份试制车已经下线,有人通过第三方拿到了照片。”
“乐道的寓意是阖家欢乐、持家有道,定位家庭用车,预计今年5月中旬左右发布品牌,首款车型将于三季度上市,四季度交付。”
其次,则是BaaS车电分离的全新方案。
虽然一经发布,又一次被网友调侃为了极其难以理解的“蔚来数学日”,虽然这家新势力造车继续沿用“肉馅藏在褶子里”的做事方式,但不得不承认该政策确实真真切切的利好潜在用户。进一步降低购车门槛的同时,与直接买断相比,在某种程度上甚至更加划算。
至此,可以说这家新势力造车,今年几乎已经“明牌”在打。
蔚来本品牌在售的8款产品,陆续焕新2024款后,俨然起到守住基盘的作用,BaaS车电分离的全新方案将会是至关重要的“催化剂”。
与之对应,第二品牌“乐道”旗下的首款产品L60,能否成为李斌苦苦期待的“爆款”,将彻底决定本段主角的走势。
成了,还能留在牌桌上;输了,又会坠落深渊,每一步棋都错不得。
“第二品牌将着重追求销量,不追求毛利。”根据目前得到的内部消息,蔚来正在全力准备“乐道”的一切事宜,人员也在不断的进行倾斜。
仅就目前已知的消息,首款产品拥有800V高压+换电的架构,纯视觉的智驾路线,兼顾舒适性与实用性的空间表现,以及蔚来引以为傲的补能体系,如果能把起售价拉到20万元左右甚至更低,加之同样能够 BaaS车电分离,的确足够令人期待。
不过,纵观其所处的细分市场,除特斯拉Model Y之外,小鹏G6、智己LS6、比亚迪宋L、比亚迪海狮07,包括已经遭到曝光明年入场的理想M6,都在虎视眈眈地窥探着同一块蛋糕。
显然,抛给李斌的极限压力测试正在愈演愈烈,这局逆风盘只能豪赌——乐道L60。
02
80万辆彻底没戏了?
此刻,依旧清楚地记得,春节假期刚过,位于海南参加完理想MEGA与2024款理想L系列的试驾活动后,心中最大感受便是:“这家新势力造车今年80万辆的目标基本稳了。”
可令人未曾料到的是,碍于种种内忧外患,本身被给予厚望的理想MEGA却“翻车了”。
一边是终端大定订单的远远不及预期,另一边是深陷恐怖的舆论漩涡之中。外界关于它的讨论,顺势从能否成为50万元以上不分能源形式的销冠,变为了能否苦苦守住单月1千辆的及格线。
更加雪上加霜的是,理想MEGA的跌落神坛,看似也在影响着2024款理想L系列的表现。这不,就在上周,这家新势力造车祭出了最新的动作。
官宣,2024款理想L7与L8的车型序列进行调整,命名由Air、Pro、Max调整为Pro、Max、Ultra。一并2024款理想L9 Max的命名,也调整为理想L9 Ultra。
换言之,理想L7与L8各增加一个车型。即2024款理想L7 Air版官方价格为30.18万元,2024款理想L8 Air版价格为32.18万元,进一步拉低了潜客购车的入门门槛。
当然,望向相对积极的一面,你可以说这家新势力造车在迅速响应大家的诉求,通过焕新“加量还降价”。
反之,聚焦相对理性的一面,不得不承认今年的竞争压力远远超过理想的预期,而这样的判断“错误”在这家新势力造车身上几乎没有太看到过。
十分微妙的是,最近接连参加几次其它品牌试驾活动时,大家讨论的话题突然转向为:“你觉得理想今年80万辆还有戏吗?”
至于答案,不约而同的都是唱衰声。
即便真正的走量担当理想L6还未发布,即便M系列的三款纯电SUV还未登台,可仍普遍认为之前顺风顺水的李想要“失算了”。
作为另一维度的论据,有媒体爆料截至目前理想MEGA大定订单仅有4千辆左右,2024款理想L系列的反馈也差强人意。
在我心中,虽然依旧觉得这位掌舵者力挽狂澜的能力不容小觑,但眼下正在遭遇的磕磕绊绊,确实对于冲击年销80万辆,造成了不可逆转的伤害。
还是那句话:“残酷的中国车市,不会让谁一直待在神坛上。”有些苦果,很早之前便已种下。有些心酸,咬碎了牙也得咽下。
对于李想,包括李斌,亦是如此。
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.1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, 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59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 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.05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}.rich_media_content p{clear:both;min-height:1em}td p{margin:0;padding:0}a{color:#576b95;text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:var(--weui-LINK)}a,button{cursor:pointer}@media screen and (min-width:1024px){body:not(.pages_skin_pc) :root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}}:root{--articleFontsize: 17px}:root{--sab: env(safe-area-inset-bottom)}:root{--wxBorderAvatarRatio: 3}:root{--discussPageGap: 20px}:root{--immersive-safe-bottom: env(safe-area-inset-bottom)}:root{--appmsgPageGap: 20px;--appmsgPageBottomGap: 40px}*{margin:0;padding:0}.rich_media_content *{max-width:100%!important;box-sizing:border-box!important;-webkit-box-sizing:border-box!important;word-wrap:break-word!important}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content 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