晚点Auto·2025-08-05 03:52Core Viewpoint - The company is adjusting the configuration and pricing strategy of the newly launched i8 model, moving towards a single configuration approach similar to the earlier model, the理想 ONE, to better meet consumer expectations and enhance perceived value [3][7]. Configuration and Pricing Strategy - The i8 was initially launched with three versions: Pro, Max, and Ultra, priced between 321,800 and 369,800 yuan. However, the configuration did not meet user expectations, leading to a decision to simplify to a single configuration with optional features, including a standard car refrigerator [3][5]. - The starting price of the i8 will be lowered to below 350,000 yuan after the adjustment [3]. User Demographics and Market Positioning - The target users for the i8 are primarily existing electric vehicle owners, whose expectations differ significantly from those of traditional fuel vehicle users. This demographic prefers core features to be standard and desires more customization options [6]. - The previous configuration strategy aligned with the L8 model, which catered to a different user base that was more familiar with traditional multi-version configurations [5][6]. Market Strategy Reflection - The CEO of the company reflected on past mistakes in market strategy, indicating that the i8's launch should have been approached with a more pragmatic mindset, acknowledging the complexities of the electric vehicle market [6]. - The return to a single configuration strategy for the i8 is seen as a move to rebuild consumer trust and clarity regarding the product's value, similar to the successful approach taken with the理想 ONE during its initial market entry [7].