在通过朋友圈表态“用光明反击黑暗”十天后，理想汽车创始人李想用一封内部信罕见地进行了自我批评。

内部信中，李想用“错误经营”和“销量欲望”等结论，分析了理想MEGA上市失利的原因，并表示“实事求是，知错就改”，会通过“聚焦用户价值”来更好地服务用户。

MEGA作为理想首款纯电动MPV车型，售价55.98万，在延续了李想“为一家人造车”的理念的同时，MEGA也被期待成为继理想ONE之后的又一个上市即爆款的产品。毕竟年销量80万辆的目标并不轻松。

但这辆车却遭遇了前所未有的滑铁卢。根据《晚点Auto》报道，理想MEGA发布半个月内仅收到近4000台的订单。

同时在这20多天中，理想汽车股价大跌、MEGA掀起退订潮，“承载一家人的幸福”的MEGA也被人P图变成“灵车”。

曾经可以对着媒体大吼的李想这次变得三缄其口，直到3月11日才在朋友圈发文表示“将采用法律手段对抹黑理想MEGA的违法犯罪行为进行打击”同时表示“用光明反击黑暗”。

但无论如何，价格过高、设计挑战主流审美，都是已成事实的结果。用户不再为理想车型买单，对于理想来说，也只能面对现实。

或许，是时候需要及时止损，放弃这代MEGA了。

坦白讲，因为技术的不成熟，让许多新能源汽车或多或少会有各式各样的产品和品牌问题，比如小鹏G9的营销失败、特斯拉的刹车失灵等，但这些危机公关事件并没有真正影响到这些产品的后续发展，只有理想MEGA，陷入这看上去已经无法翻身的困境。

“其他产品形象都是厂商可解决的，而理想MEGA的问题已经超出了理想汽车的掌控。”业内专家认为。

确实如此，从现在的局面上来看，理想很难扭转MEGA“棺材车”这一用户调侃的标签。

审美因人而异，很主观，有人觉得好看，有人觉得不好看，很正常。有人看到MEGA觉得造型很酷炫，那有人看到MEGA，就觉得车尾整体轮廓像是“棺材”造型。

当然也确实有带节奏的人存心P图，让事件恶化升级。

理想也发出侵权通知函，要求责任方对相关予以删除、屏蔽、断开，试图让MEGA形象回到正轨。

但互联网病毒传播，以及玩梗文化的流行，尤其还是涉及到比较犯忌讳的点，那只要一旦市场上有了这个说法，就覆水难收了。

试想一下，MEGA本身面对的就是有钱的大家庭消费者，而这一群体谁会愿意接受花50多万为服务全家人买的车有这样的标签呢？

没有人能做到对这种外界的眼光视而不见。就算嘴上保持理性，但心里面肯定是犯嘀咕，索性不买了事。

毕竟，这直接影响到用户心智，并且还身处国内的风俗习惯下，只要一联想，这也基本宣告了这台车在市场端的终点。

这才是理想汽车的难点。与其如此，倒不如趁着目前还只是网络调侃阶段，及时止损，避免演变至现实中的调侃，甚至是扩大化到理想主品牌本身。

然而，客观来讲，虽然建议李想停掉理想MEGA，但理想汽车根本无法做出这个决策。

原因是华为在身后的步步紧逼。

之前理想汽车的销售在卖车的时候，只要向用户展示展示彩电冰箱大沙发，就能轻松把提成拿到手。它的品牌溢价不是源于技术溢价，而是源于服务与汽车本身的内饰、外观以及车内空间的体验感以及智能化设计等带来的综合体验溢价。但到了理想MEGA，李想似乎把“三大件”的价值踩在地上反复碾压。因为到了MEGA这款产品时，理想试图展现自己的技术实力了。

“理想的成功，依靠增程式红利优势，以及‘奶爸车’产品路线。但不可讳言的是，理想护城河实在太浅，没有核心技术，三电方面也缺乏突出优势。”业内人士认为，“尤其是华为，一旦问界在外观、内饰等方面追上理想，其在智能层面的领先就会更让理想压力山大。”

确实如此，新能源汽车下半场唱主角的是智能化，但是理想在这方面远远落后于华为。

华为拥有行业领先的汽车全栈智能化能力，例如鸿蒙OS支撑的智能座舱系统，以及ADS 2.0高阶智驾方案，都是华为手中决战骑车下半场的利器。

反观理想，自己都承认“全力投入晚了半年”，在智能化产品呈现方面可能落后好几年。此次理想MEGA，对理想汽车而言不只是一款纯电 MPV，而是第一次挑战用自己的品牌势能和智能科技去支撑一款产品的溢价。

但现在的局面，让李想感到无力，且没有任何解决的办法。而最大的问题，李想在理想MEGA上投入的资金、资源，让其不得不继续拯救理想MEGA。如此的纠结，难免让李想心力憔悴。

最后不得不说一句，流量是把双刃剑，理想还是遭到了流量反噬。

理想汽车和李想本人，几乎是中国社交平台上最活跃的汽车品牌和创始人，他们一直标榜自己从用户的角度出发打造产品，但理想汽车发展至今，造车似乎越来越“我行我素”。

反噬也是凶猛，此次MEGA形象危机，有声音就认为是回旋镖。

虽然现在的李想已经意识到了问题并给出了解决方案，但消费者是否买账，仍然未知。

采写

 | 火焱

| 敬远之

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