Li Auto lowers first-quarter delivery guidance: reflection and adjustment after MEGA’s misjudgment of market pace

According to news on March 22, an internal communication minute of Li Auto was exposed by a blogger last night, revealing that the company misjudged the market pace of its new electric car MEGA, so it lowered its first-quarter delivery guidance to 76,000. to 78,000 vehicles. The main reason for this adjustment is that the company's overly optimistic estimate of its own capabilities resulted in deviations in the allocation of sales and marketing investments.

Despite the challenges, Li Auto insists that the selling price of MEGA will remain stable and there will be no subsequent price adjustments. The company is now turning its focus to serving its first users and building operations around them. At the same time, in response to public doubts and criticisms, Ideal stated that the most difficult moment has passed. They plan to improve the public image by strengthening marketing strategies and look forward to things developing in a positive direction.

It is understood that Li Auto conducted in-depth reflection and review in the face of the situation that the order volume of MEGA in the early stage of its launch did not meet expectations. The company encountered similar challenges when launching Ideal ONE, but relied on its strong organizational capabilities and rapid response mechanism to successfully solve the problem and enhance user value. This experience has made Li Auto more determined to enter the market and continuously improve its products and services to adapt to the increasingly fierce competitive environment. The company's keen insight into the market and flexible response capabilities have won it the trust of users and market recognition, making it a leader in the industry.

After the MEGA incident, Li Auto has learned three valuable lessons: First, the company deeply understands the importance of charging piles as the infrastructure for electric vehicles, which cannot be ignored; second, Li Auto is working hard to clarify and Accurately positioning MEGA's core user group; at the same time, the company is also paying attention to the rise of other emerging models, such as the Wenjie M7, to obtain inspiration for market strategies and product improvements.

Although Li Auto has not announced the specific delivery status of MEGA, data from market research institutions show that since delivery began on March 11, MEGA’s weekly delivery volume has reached approximately 1,100 vehicles. This achievement It ranks second in China's pure electric MPV sales list, second only to the Xpeng X9. This shows that Li Auto is still working hard to advance the development of its electric vehicle business despite the challenges and difficulties it faces.

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