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| | 理想失去吸引力了？ | | | 华尔街日报 ｜ 2026-05-19 | | | |
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scroll 0 1 用旧世界的地图，找不到新大陆。
三天前的2026年5月15日，理想L9 Livis正式登台，这是理想倾注近两年最多心血，寄予厚望的增程家族旗舰。
当天下午四点整，发布会进入尾声，L9 Livis公布售价，恰逢港股市场进入周五尾盘集合竞价阶段，最后收盘并没有出现太大波动。但当5月18日周一开盘，理想股价下挫逾14%，第二天继续走低约5个百分点。两天时间跌去18%。
原本，这款车被理想视为年度最重要的催化剂，内部希望借L9换代，夺回高端市场份额。但单从资本市场的走势来看，分歧不小。投资者对理想的怀疑升温。要知道，理想的股价已经从半年前128港元的相对高点一路回调过半。
但理想真的失去吸引力，开始走偏了吗？答案是否定的。
市场在担心什么
股价失守，是理想的价值回归均值，还是遭遇错杀。首先要搞清楚两根阴线里，投资者究竟在担心什么？
这次，理想L9推出了两个版本，45.98万元的Ultra和50.98万元的Livis版本，其中Livis版比预售价下调5万元，且首发销售期内进一步优惠2万元。
这一降幅被消费者认为是诚意之举，但在券商看来，这样的价格仍不够激进。
发布会后，部分机构表示出对新理想L9的不看好。花旗表示，即便让利7万元，L9 Livis 的性价比仍然仅仅与同级别对手持平。摩根士丹利指出，六座 SUV 市场已然是红海市场，蔚来、小鹏、问界M9 以及极氪 9X 等对手林立。
据此，花旗分别为Ultra和Livis版给出4000台和1000台的月销预测。市场似乎听信了，但现实很快站在了对立面。
据渠道人士指出，新L9上市后72小时后，周末进店量迎来高峰，客户表示Livis版价格较原本预期还低3万元。并且，老车主增换购比例超过门店预期，带动试驾量暴涨。
销售版本的比例上，livis与Ultra版呈现9:1，门店反馈称，客户普遍选择 livis 版本，对800V 主动悬架、固态激光雷达和轮毂感知度最强，客户认为 livis 配置性价比更高。
理想汽车产品线负责人汤靖印证了这点，“发布会上，可能因为我们大部分时间都在聊 Livis，结果 90% 的用户都选了 Livis 版本，双色选装率也远超预期”。
花旗对L9 livis“越贵越难卖”、旗舰产品吸引力不足的判断也不攻自破。
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