Investigation Report on Ideal L6 Dading Car Owners ｜ Produced by No.42 Garage

Original user research group 42 Hao garage

After the release of Ideal L6, we conducted a questionnaire survey for Dading car owners. The following is the core analysis result of this survey.

Research channel: the ideal L6 car owner group of No.42 garage.

Sample size: 100 valid samples

01 portrait of car users

The geographical distribution of the ideal L6 user group is extremely extensive, especially in Shandong, Henan, Jiangxi and Guangdong provinces in China, where the total number of users accounts for more than 50% of the total user base. In terms of educational level, this user group shows a high educational background, among which more than 85% users have bachelor degree or above. In the professional field, users are mainly concentrated in IT, communication, electronics and Internet industries, accounting for more than 40%.

The average age of the respondents is 29 years old, of which 37% are young people aged 26 to 30, while 40% are mature people aged 31 to 40. In terms of family composition, more than half of the respondents (55.6%) are married, and the one-child family accounts for 74.3%. In these families, children’s education stages are relatively evenly distributed, with preschool children accounting for 42.3% and primary school students accounting for 46.1%.

02 car ownership and car purchase

In the analysis of users’ car buying behavior, we found that the vast majority of car buyers are buying cars for the first time. The data shows that 77.8% of users choose the ideal L6 as their first car. In addition, 14.3% of users bought more, while the proportion of users who exchanged for purchases was relatively small, accounting for only 7.9%.

In terms of car purchase version, Pro version is very popular because of its cost performance, with the highest user selection rate, accounting for 73%. In contrast, although the Max version has been upgraded in configuration, including adding high-end functions such as lidar, refrigerator and platinum audio, the price has also increased by 30,000 yuan, so the proportion of users who choose the Max version is relatively low, accounting for only 27%.

03 car purchase decision

The purchase motivation of the ideal L6 large-scale users mainly comes from its versatility, which not only meets the daily commuting needs of young family users, but also takes into account the diversified needs of leisure, weekend holidays and workplaces. The market positioning of the ideal L6 accurately captures the core needs of this group of people-to achieve seamless switching between work and leisure.

Most big car owners have a car purchase budget of 260,000-300,000, accounting for 49.21%, followed by a budget of 210,000-250,000, which accounts for 22.22%, while the ideal price range of L6 is 249,800-279,800 yuan, which just fits this group of people.

Among the ideal L6 car owners, the main comparison is the ideal L7, which accounts for 53.97%, and the alternative rate of the ideal L7 reaches 36.51% without the ideal L6.

And the asking world is also worthy of being an ideal direct competing product. Among the compared models, the asking world M5 and the asking world M7 account for 39.68% and 38.1% respectively, followed by the Tesla Model Y, which accounts for 36.51%. Last year, the global SUV sales ranked first and became the main comparison model for everyone.

In the absence of the ideal L6, the ideal L7 and Tesla Model Y became the first choice for the vast majority of respondents. The M5 and M7 are also among the potential alternatives, and the M5 has a slightly higher alternative rate, which shows that these models are quite attractive to consumers. It is particularly noteworthy that the candidate rate of BYD Tang DM-i is the same as that of Q M7, indicating that it also has a place among potential car buyers. In addition, 3.31% of the respondents said that if L6 is not released, there will be no car purchase plan in the short term.

In the aspect of car purchase decision, the respondents expressed their approval of the ideal L6, with 54% of the users of Dading saying that they "struggled for a while, but decided quickly", followed by 23.8% of users who "struggled for a while, mainly comparing with other competing products", and even 17.5% of users decided directly without hesitation, and few users waited for feedback from the first batch of car owners, which was laid before the ideal L789.

Intelligent cockpit plays a central role in the development of smart cars, which is clearly reflected in the survey. The preference rate of respondents for intelligent cockpit is as high as 58.73%. Intuitive factors such as appearance design, space configuration and interior design, together with intelligent driving technology, have obtained a high selection rate. As a key indicator of electric vehicles, cruising range has reached 34.92%. In addition, the ideal extended journey has also become an important factor to attract consumers.

However, policy and use cost do not seem to be the main considerations of the respondents, which indicates that these factors have a low weight in car purchase decision. Although safety and product quality are important, the selection rate is only 23.81%, which may reflect that consumers are more inclined to pay attention to those configurations and functions that are intuitive and can be experienced immediately when buying a car.

Ideal L6 successfully attracted the attention of potential buyers by exposing the appearance and interior of the vehicle before listing. According to the survey, the respondents showed great interest in the exterior design and interior design of the ideal L6, with 57.1% and 55.6% of the respondents paying special attention to these two aspects respectively. This shows that the ideal L6 has achieved remarkable market recognition in the field of design.

In addition, space and smart cockpit are also the focus of users’ attention, although these aspects are slightly less concerned than exterior design and interior design. These data points reveal that consumers pay attention not only to aesthetics, but also to practicality and technological characteristics in vehicle selection.

Among the respondents, 15.9% users said that there were compromises or dissatisfaction, mainly focusing on the lack of air suspension, higher prices than expected, and back seat massage.

04 brand perception

In the evaluation of the ideal brand, respondents generally believe that "intelligence", "technology" and "comfort" are the most prominent characteristics of the brand. Although some users’ impressions of the ideal brand include negative words such as "marketing" and "a little big", on the whole, the positive evaluation of the ideal brand by Dading car owners is obviously dominant. This shows that the image of the ideal brand in the eyes of users is mainly influenced by its product intelligence, sense of science and technology and comfort.

The car owners of the ideal L6 generally gave positive comments on it, and they generally thought that the car performed well in terms of appearance design, comfort, practicality, intelligent function and cost performance. These positive feedbacks reflect that the overall satisfaction of car owners with the ideal L6 is quite high.

Produced by garage 42 user research group