理想i6电池风波：3999元“鱼饵”，买通你对风险的“豁免”？

Core Viewpoint - Li Auto's recent battery choice survey for the Li Auto i6 has revealed deeper issues within the company, as it presents a dilemma for potential car owners that intertwines delivery anxiety, compensation temptations, and concerns over core component quality [1] Group 1: Consumer Choice and Marketing Strategy - The battery choice survey is designed as a psychological manipulation of consumer behavior, where the sales strategy encourages customers to opt for the cheaper A123 battery by promising faster delivery and a 3999 yuan warranty [2] - The 3999 yuan compensation is seen as an attempt to balance consumer concerns over the perceived downgrade in battery quality, raising questions about the true value of this compensation in light of potential long-term risks [7][13] Group 2: Brand Trust and Consumer Sentiment - Consumers prioritize safety, range, longevity, and cost when it comes to electric vehicles, with the trust in CATL batteries being a significant factor in their decision-making process [13] - The shift from promoting CATL to A123 raises doubts about Li Auto's commitment to quality, as past incidents involving safety issues have led to skepticism about the company's ability to maintain quality control with a second-tier supplier [14][21] Group 3: Financial Performance and Strategic Implications - Li Auto's financial struggles are evident, with Q3 2024 revenue dropping over 36% year-on-year, and a significant net loss attributed to underperforming models and warranty provisions [21][22] - The decision to include A123 in the supply chain reflects a cost-cutting strategy that may undermine the company's long-term brand integrity and consumer trust, as it contrasts with the industry's trend of enhancing product quality through partnerships with leading suppliers [23][27]