With the new four modernizations, intelligence has also penetrated into the automotive industry. Under the wave of intelligence, how to build a good intelligent car has become a problem that almost all car companies have to face.
When major car companies strive to move towards the era of intelligence, He Xiaopeng, the founder of Xiaopeng Automobile, has made such a remark before: 150,000 yuan is the watershed of smart cars, and below 150,000 yuan is either not smart or does not make money.
Such a statement undoubtedly allows us to see the "noble conservatism" that belongs to the new car-making forces, but there is such a new force that aspires to build cars for the people, but it cannot agree with this, that is, Nezha Automobile.
It should be known that Nezha Automobile has always adhered to the positioning of the middle and low end since its inception, and after Zhou Hongyi's 360 investment in Nezha Automobile, it has further strengthened the original intention of "building cars for the people". Zhou Hongyi himself proposed to build a 100,000-yuan intelligent electric vehicle.
And Nezha also proved with facts that 100,000 pieces can still create intelligent electric vehicles, so that the experience of some luxury cars can be put into the cars that the people can afford.
Electric cars should not be the toys of the rich
In early 2007, Steve Jobs showed off the original iPhone on the Macworld stage in San Francisco in jeans and sneakers, and by now, the iPhone has spread around the world.
It is undeniable that the emergence of the iPhone has made the mobile phone step into the era of intelligence, but now the price of thousands or even tens of thousands has also dissuaded many people.
What makes smart phones popular is still the affordable mobile phones that consumers really consume. How Xiaopeng said, "150,000 yuan is the basic watershed of smart cars." If there is no 150,000 yuan, it is impossible to really do a good job of intelligence. "But who can deny that Xiaomi, Huawei, OPPO are not smart phones?
In the past, when talking about new car-making forces, almost all of them adhered to the high-end route of "holding high and hitting high", but they seemed to forget that electric vehicles are the toys of the rich and the tools of the people.
As Nezha CEO Daniel Zhang proposed, Nezha Automobile advocates "equal rights in science and technology", the original intention is to "build cars for the people", and the pursuit is to put the performance experience of luxury cars into hundreds of thousands of cars. "Our Nezha V Pro is less than 80,000, which can achieve L2-level intelligent driving assistance and OTA upgrades."
Technology equality has become a real "tipping point"
The launch of Nezha V Pro is also a reaffirmation of the value of "equal rights in science and technology".
For Nezha Automobile, Nezha V Pro is a strategic new model, as a smart pure electric SUV within 100,000 yuan, Nezha V Pro is not only a work that enhances the strength of Nezha V itself, but more importantly, Nezha V Pro wants to prove that it can build a good smart car within 100,000 yuan.
It is worth mentioning that Nezha Automobile, which mainly builds cars for the people, can be described as a soaring development trend this year, not only continuously rewriting the pattern of head seats, but also accompanied by the hot sales of Nezha U Pro, the listing of Nezha V Pro, leading Nezha Automobile to rise towards the market of 100,000 levels and more than 150,000 levels.
The highest price of 80,900 yuan Nezha V Pro, compared with the same price range of Euler Black Cat, zero-run T03, BYD Yuan and other models, not only has more than 400km of outstanding advantages in endurance, and Nezha V Pro is also equipped with a 14.6-inch intelligent central control large screen, high-performance 8-core processor + 14 high-precision core sensing equipment, while more support for L2 level intelligent auxiliary driving, which is undoubtedly crushing the same level.
For consumers who hold coins to buy, to buy a smart electric car, then Nezha V Pro is the best choice for "entry". Because the degree of intelligence and intelligent configuration are lower than other models of Nezha V Pro, they are not intelligent electric vehicles at all, but only an electric vehicle.
Speaking of data again, in November, Nezha Automobile ordered 13,500 units, delivered 10,013 units, an increase of 372% year-on-year, an increase of 24% month-on-month, of which individual users accounted for 91%, ranking first in the new force car manufacturing camp.
Among them, 2,986 Nezha U Pros were delivered, and the Nezha V series models were even more impressive, setting a record monthly delivery record since the launch in November, reaching 7,027 units, bringing the total delivery of Nezha V series models to 47,399 units. According to the actual needs of the majority of users, accurately defining brands and products is an important reason why Nezha can highlight the siege and become a dark horse.
We can also use Internet thinking to analyze the civilian end of Nezha car, first of all, Nezha car cut into the mass market, which means that the threshold for people to buy a car is lower, just like Nezha's slogan of making cars for the people, the low threshold means that the product, marketing in place, sales will be higher. After all, this kind of car buyer has the largest base, and the layout of the low-end market can further release the energy of the diminishing marginal cost, and the high sales volume can also obtain excess profits.
This is also the most powerful refutation of He Xiaopeng's remarks.
At the same time, the core of the future car battlefield is the software battle, from this point of view, the number of users in the network and the value that can be obtained by a single user is often proportional, which means that the future car will be an entrance to the software, cutting into the mass market will undoubtedly be able to obtain more user base.
After all, only when users become large-scale can there be greater development. For the Nezha brand, the entry into the mass market will undoubtedly bring considerable sales to its brand more quickly, thus transfusing the data market.
After all, even Tesla has a rapid sales volume after the emergence of the Model 3.
How to serve the 1 billion people in the middle?
It is worth mentioning that since last year, the sales volume of A-class and A0-class new energy vehicles has grown rapidly, becoming an important driving force for the recovery of the new energy vehicle market. Because A-class cars, especially A-class family cars, are still the mainstream of the market and have an unshakable position.
From the perspective of Nezha Automobile releasing a new model Nezha V Pro, on the one hand, in response to the influx of a large number of competitors in the 100,000-level electric market, more and more electric models have formed a market encirclement through cost-effective advantages, and at this time, V Pro has been launched to once again consolidate the position of Nezha Automobile in this market segment; on the other hand, Nezha U has launched U Pro through advanced product upgrades, and its market performance has shown obvious boosting effects and has also been recognized by consumers.
Nezha Automobile serves the public, how to serve this user group well?
Daniel Zhang has previously said that it will lead the transformation and development of enterprises with the user concept of 'everyone uses, everyone participates, and everyone interacts'", and the core slogans are the above-mentioned "people's cars are made by the people" and "cars are made for the people". In this regard, the explanation given by Daniel Zhang is: "We may not be able to serve the following two or three hundred million people, we will not serve the above one or two hundred million people, we can serve the middle of the 1 billion people, this is called the mass market, this is our goal." ”
At the same time, Nezha Auto Guarantee can communicate closely with users once or twice a month, in addition, the R & D, sales and design departments have the task of communicating with users; the user operation department will regularly feedback the user's information as the highest priority information for Nezha auto product research and development.
In the process of Nezha Automobile's continuous running forward, let users deeply participate in it, which can implement the concept of Nezha Automobile to build cars for the people to the end. Such a Nezha already has the necessary foundation for a "user-oriented enterprise".
From the birth of Nezha Automobile to the first echelon of sales of new car-making enterprises, conquering the battlefield of fuel car owners and meeting the needs of most people, although Nezha Automobile does not emphasize the existence of users too much, this itself is the business mode of user-oriented enterprises.
summary
Nezha is practicing the concept of "equal rights in science and technology" through continuous product upgrades, in short, it is to popularize the best technology and let more people experience the high-end technology experience that can only be enjoyed at high prices. At the Guangzhou Auto Show, Nezha Automobile released the intelligent safety car platform "Shanhai Platform", which will allow Nezha Automobile's "science and technology equality" car manufacturing concept to be better interpreted.
The comprehensive layout and high innovation of the product side have made Daniel Zhang and Nezha Automobile firmly believe in becoming a "popularizer", and it is certain that accelerating the popularization of "science and technology equality" will also be the key to Nezha Automobile's real change from quantitative change to qualitative change.