李想的最後自救——放棄MEGA
在通過朋友圈表态“用光明反擊黑暗”十天後，理想汽車創始人李想用一封内部信罕見地進行了自我批評。
内部信中，李想用“錯誤經營”和“銷量欲望”等結論，分析了理想MEGA上市失利的原因，并表示“實事求是，知錯就改”，會通過“聚焦使用者價值”來更好地服務使用者。
MEGA作為理想首款純電動MPV車型，售價55.98萬，在延續了李想“為一家人造車”的理念的同時，MEGA也被期待成為繼理想ONE之後的又一個上市即爆款的産品。畢竟年銷量80萬輛的目标并不輕松。
但這輛車卻遭遇了前所未有的滑鐵盧。根據《晚點Auto》報道，理想MEGA釋出半個月内僅收到近4000台的訂單。
同時在這20多天中，理想汽車股價大跌、MEGA掀起退訂潮，“承載一家人的幸福”的MEGA也被人P圖變成“靈車”。
曾經可以對着媒體大吼的李想這次變得三緘其口，直到3月11日才在朋友圈發文表示“将采用法律手段對抹黑理想MEGA的違法犯罪行為進行打擊”同時表示“用光明反擊黑暗”。
但無論如何，價格過高、設計挑戰主流審美，都是已成事實的結果。使用者不再為理想車型買單，對于理想來說，也隻能面對現實。
或許，是時候需要及時止損，放棄這代MEGA了。
坦白講，因為技術的不成熟，讓許多新能源汽車或多或少會有各式各樣的産品和品牌問題，比如小鵬G9的營銷失敗、特斯拉的刹車失靈等，但這些危機公關事件并沒有真正影響到這些産品的後續發展，隻有理想MEGA，陷入這看上去已經無法翻身的困境。
“其他産品形象都是廠商可解決的，而理想MEGA的問題已經超出了理想汽車的掌控。”業内專家認為。
确實如此，從現在的局面上來看，理想很難扭轉MEGA“棺材車”這一使用者調侃的标簽。
審美因人而異，很主觀，有人覺得好看，有人覺得不好看，很正常。有人看到MEGA覺得造型很酷炫，那有人看到MEGA，就覺得車尾整體輪廓像是“棺材”造型。
當然也确實有帶節奏的人存心P圖，讓事件惡化更新。
理想也發出侵權通知函，要求責任方對相關内容予以删除、屏蔽、斷開，試圖讓MEGA形象回到正軌。
但網際網路病毒傳播，以及玩梗文化的流行，尤其還是涉及到比較犯忌諱的點，那隻要一旦市場上有了這個說法，就覆水難收了。
試想一下，MEGA本身面對的就是有錢的大家庭消費者，而這一群體誰會願意接受花50多萬為服務全家人買的車有這樣的标簽呢？
沒有人能做到對這種外界的眼光視而不見。就算嘴上保持理性，但心裡面肯定是犯嘀咕，索性不買了事。
畢竟，這直接影響到使用者心智，并且還身處國内的風俗習慣下，隻要一聯想，這也基本宣告了這台車在市場端的終點。
這才是理想汽車的難點。與其如此，倒不如趁着目前還隻是網絡調侃階段，及時止損，避免演變至現實中的調侃，甚至是擴大化到理想主品牌本身。
然而，客觀來講，雖然建議李想停掉理想MEGA，但理想汽車根本無法做出這個決策。
原因是華為在身後的步步緊逼。
之前理想汽車的銷售在賣車的時候，隻要向使用者展示展示彩電冰箱大沙發，就能輕松把提成拿到手。它的品牌溢價不是源于技術溢價，而是源于服務與汽車本身的内飾、外觀以及車内空間的體驗感以及智能化設計等帶來的綜合體驗溢價。但到了理想MEGA，李想似乎把“三大件”的價值踩在地上反複碾壓。因為到了MEGA這款産品時，理想試圖展現自己的技術實力了。
“理想的成功，依靠增程式紅利優勢，以及‘奶爸車’産品路線。但不可諱言的是，理想護城河實在太淺，沒有核心技術，三電方面也缺乏突出優勢。”業内人士認為，“尤其是華為，一旦問界在外觀、内飾等方面追上理想，其在智能層面的領先就會更讓理想壓力山大。”
确實如此，新能源汽車下半場唱主角的是智能化，但是理想在這方面遠遠落後于華為。
華為擁有行業領先的汽車全棧智能化能力，例如鴻蒙OS支撐的智能座艙系統，以及ADS 2.0高階智駕方案，都是華為手中決戰騎車下半場的利器。
反觀理想，自己都承認“全力投入晚了半年”，在智能化産品呈現方面可能落後好幾年。此次理想MEGA，對理想汽車而言不隻是一款純電 MPV，而是第一次挑戰用自己的品牌勢能和智能科技去支撐一款産品的溢價。
但現在的局面，讓李想感到無力，且沒有任何解決的辦法。而最大的問題，李想在理想MEGA上投入的資金、資源，讓其不得不繼續拯救理想MEGA。如此的糾結，難免讓李想心力憔悴。
最後不得不說一句，流量是把雙刃劍，理想還是遭到了流量反噬。
理想汽車和李想本人，幾乎是中國社交平台上最活躍的汽車品牌和創始人，他們一直标榜自己從使用者的角度出發打造産品，但理想汽車發展至今，造車似乎越來越“我行我素”。
反噬也是兇猛，此次MEGA形象危機，有聲音就認為是回旋镖。
雖然現在的李想已經意識到了問題并給出了解決方案，但消費者是否買賬，仍然未知。
采寫
| 火焱
編輯
| 敬遠之
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