A few days ago, a topic of # ideal car's sudden price reduction was subject to collective complaints # hit the headlines. The cause of the incident is that many consumers who recently bought ideal one said that when ordering the car, the sales did not mention the upgrading, production suspension and price reduction of the vehicle, in other words, they did not inform the consumers. Subsequently, many consumers just picked up the car and learned that the ideal one would be upgraded and discontinued, with a discount of 20000 yuan. At present, there are many dissatisfied voices about this problem on Internet platforms such as forums and microblogs.

Online complaints platform complaints about ideal one

For this reason, the reporter of China economic network specially visited an ideal automobile retail center in Beijing. The salesperson did not hide the news that ideal one was about to stop production from the reporter, and said bluntly, "ideal one will stop production in October. Now the vehicle discount is 20000 yuan." But he also said, "another consumer ordered ideal one in the morning, because ideal one now needs less than 330000 yuan after a cash discount of 20000 yuan, and the replacement model L8 will not be delivered until November, and it is expected that the price will also be significantly increased to 370000-380000 yuan." From the sales performance, we can also see that ideal one is about to stop production. In August, ideal car delivered only 4571 new cars, a sharp decline of 56.14% month on month, which is quite unusual.

Ideal one (Photo by Guo Yue)

This event has also triggered a certain debate on the Internet. Some consumers said in the forum that "buying products of new forces in car building is like buying digital products. The products are renewed year after year. There is nothing to complain about. Buy early, enjoy early, and enjoy discounts late." However, it is worth noting that the focus of this large-scale consumer complaints is consumer fraud, that is, before ideal one is about to stop production and sell at a reduced price, the salesperson does not inform or even deliberately conceals it, resulting in large losses for consumers in a short time.

Experience of netizens in the Forum

Coincidentally, this is not the first time that a new force of car making has had similar problems. In July 2019, a large number of Xiaopeng automobile users collectively defended their rights. The reason was that on July 10, the 2020 Xiaopeng G3 was officially launched. The new car launched two models with a range of 400 kilometers and 520 kilometers. After subsidies, the price range was 143800-196800 yuan. However, due to the substantial increase in the endurance of new cars, the price has not changed much, and at the same time, Xiaopeng automobile has not informed, deliberately concealed the launch of new models, and even recommended customers to buy old models, which has caused strong dissatisfaction among the 2019 G3 owners of Xiaopeng automobile. After that, the incident gradually subsided after many negotiations between the two sides and many revisions to the compensation details by Xiaopeng automobile.

As the first product and meritorious model of ideal car, ideal one has pushed ideal car into the head camp of the new force of car manufacturing by relying on its own efforts. So far, the 200000 ideal one has been offline, and its delivery volume has exceeded 190000; At the same time, over the years, as the only product in the ideal car lineup, ideal one has also become a "single bridge" between consumers and ideal cars. Therefore, ideal one not only has a wide audience, but also has become a totem of the ideal automobile brand. If it suffers from a trust crisis, it is bound to affect the overall image of the brand.

Ideal car has been on "hot search" for many times recently. Not long ago, a topic of # ideal car losing 23000 yuan per car sold # also appeared on Weibo hot search. With the increase of sales volume, its profit level has dropped precipitously. The ideal net loss in the first quarter is 10.9 million yuan, which is only one step away from profit; But in the second quarter, the loss soared to 618 million yuan, the highest loss since its landing in the US stock market.