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理想ONE2022年达到增程市场份额第一，市

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所属报告：

理想汽车~W（2015.HK）-港股公司研究报告：汽车与AI双向赋能迈向全球领先的物理智能体企业-250727（48页）.pdf

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基于精准的家庭用户产品定位以及超越用户需求的产品体验，理想ONE 销量在 2022 年达到增程市场份额第一，市占率接近 40%。汽车之家的经历让李想对汽车有了更为深刻的了解，也正因如此，理想才能找出以价格和人生阶段作为汽车市场细分的新方法，并切入专门服务家庭用户的 SUV蓝海市场。同时，李想是家庭用车及新能源汽车的用户，因而对家庭用户的需求有着更为深刻的认知。在此基础上，理想ONE通过六座大空间、增程技术、四屏交互等方案，提供了超越用户需求的产品体验：1）主推六座版本以解决市场上三排七座 SUV存在的上下车不方便、空间狭小的问题；2）推出大电池增程技术解决家庭用户的里程焦虑，并通过对外供电功能提升家庭用户的露营体验；3）不同于市场上流行的双联屏和中控竖置大屏，推出四屏交互方案满足副驾驶、甚至后排乘客的娱乐需求。基于以上几点，理想ONE在空间、智能座舱、座椅舒适性等多方面领先同级别竞品，但彼时受制于渠道建立不全等其他因素导致首发车型在交付后首个完整年的月销尚未破万（2020 年峰值月销为 6126 辆）。2021年 5月，理想 ONE改款发布，在三电系统+辅助驾驶功能升级的同时，渠道不再成为掣肘。公司销售门店数量由 2020 年底的 52 家大幅提升至改款发布前的 73 家，截至 2021 年底公司门店达到 206 家。在强产品力和快速扩张的渠道双重加持下，2021 年 12 月理想 ONE 单月销量突破 1.4 万辆，达到该车型全生命周期内最高单月月销，至此公司完成以一款爆款成为新势力销冠的成就。

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