MONA M03 broke through 10,000 yuan, but Ledao got off to a bad start, and the second brand was both ice and fire.

The "second brand" made by the new forces should be regarded as the key word in 2024. In a more intense competitive environment, some former "top industries" have been weaker than the wind. For example, in Weilai and Tucki, although the sales volume increased in the first eight months of this year compared with that in 2023, the sales volume of ideal and zero-running months in the same period exceeded 30,000. At the same time, the latecomers Wen Jie and Xiaomi also gained considerable market popularity and explosive power because of the personal charm of Yu Chengdong and Lei Jun..

Therefore, "having more children is easy to fight" has become an effective way to break through the brand and gain new consumers with new concepts and new products. For example, MONA M03 in Tucki, whose propaganda concept is "AI car", has an order of over 30,000 in 48 hours, and has exceeded 80,000 today; Then the FLAG of "family users bring brand-new car standards" was set up, and it was reported that it reached over 30,000 in 72 hours of listing, over 60,000 orders in 5 days of listing, and 45,000 lock orders.

However, from the perspective of market performance, the two cars can be described as ice and fire.

According to the retail sales in September, the delivery volume reached 10,023 vehicles, which helped Xpeng Motors to increase by 60.7% month-on-month and 40.4% year-on-year to reach 18,553 vehicles. It can be said that MONA M03 has saved Tucki, and the pessimistic attitude of the industry towards Tucki has gradually turned positive.

In contrast, Ledao L60 is not optimistic. Its retail sales volume in September was 832 vehicles, which was far from the online order volume and showed no signs of explosion. Some people think that the production capacity is insufficient. Li Bin also mentioned that the monthly production capacity of Letao will reach 10,000 in December this year, and will be increased to 16,000 in January next year and further increased to 20,000 in March.

But such an answer can’t convince the whole network, because the sales volume of the Extreme Krypton 7X, which was listed on September 20th, reached 4,453 in September. This contrast casts a shadow over the "explosion" of Ledao L60.

Therefore, more people think that the reason why the explosion of Ledao L60 is restricted is that its competitiveness is not outstanding. It is necessary to know that its market segment is the 200,000-250,000 yuan market with the greatest competitive pressure. Its competitors are not only the official Tesla, but also the extremely powerful 7X models. As shown in the following figure: Compared with its competitors at the same price, Ledao L60′ s most advantageous 250,000-yuan model does not have many advantages, and it is still quite difficult to stand out.

In fact, from the perspective of brand development, the brand that needs to open the second brand to achieve breakthrough has reached the bottleneck in its own market competitiveness, so the "new number" needs to properly lower its posture and compete in a wrong position to have a chance to win market attention. This is the case with MONA M03. The price of 119,800 to 155,800 comes standard with a complete basic L2-level driver assistance system. At the same time, the city high-speed pilot and the city pilot are devolved to the 150,000-yuan model, making it unique in its class.

Although the price of Ledao L60 can be lowered to the range of 150,000-200,000 through the battery leasing scheme, it seems that it will reduce the dimension of other models in this segment, but the economic pressure on users has not been alleviated.

Generally speaking, it is a foregone conclusion that Ledao L60 has a bad start. Now it depends on whether October, November and December can break 10,000 as Li Bin has preset, otherwise Weilai’s future is really not optimistic.