On December 6th, Li Xiang, CEO of Ideal Automobile, stated in a Weibo post that Ideal Automobile has the lowest "marketing and communication expense rate" among all Chinese automobile brands, including all marketing and communication expenses of the OEM and sales (direct/agency) system; Tesla should be the only car in the world that is lower than ideal cars.
At noon on December 7, Ma Lin, assistant vice president of Weilai brand and communication, forwarded Li Xiang's microblog and said that according to the star map information, the ideal amount of content for the three cars in Tiktok this year was about 90 million, and the largest cost was not the microblog platform. And he asked, "shouldn't everyone be most concerned about the cost and efficiency of research and development?"
According to the latest financial report data, Ideal Automobile's revenue in the third quarter was 34.68 billion yuan, a year-on-year increase of 271.2% and a month on month increase of 21.0%. In this quarter, the sales, general, and administrative expenses of Ideal Three Expenses were 2.54 billion yuan, an increase of 68.8% year-on-year and 10.2% month on month. NIO's revenue was 19.07 billion yuan, with sales, general and administrative expenses of 3.61 billion yuan.
NIO still invests heavily in research and development, with a research and development investment of 3.04 billion yuan in the third quarter, exceeding 3 billion yuan for four consecutive quarters. As the business situation continues to improve and reserve funds are abundant, the R&D investment in Ideal Automobile continues to increase, reaching 2.82 billion yuan in the third quarter, which is close to NIO Automobile.