As the weather gradually becomes colder, 2021 has also entered the end, but under this desperate atmosphere, it is the heat of the new energy vehicle market. According to the latest data from the Association, the overall retail sales of new energy models in China in November 2021 were 378,000 units, not only accounting for about 20% of the overall share, but also reaching the peak of sales in the past five years.
Now it can be said that the real new energy tide is coming!
For the new car-making forces in it, November is even more "unforgettable", many brands of delivery, order volume have created a new high, their rapid rise, is the core driving force for the rising market share of new energy.
■ Low-key "leading"
Among these "recruits", the rising "Wei Xiaoli" still firmly occupies the head position. They are similar to the top stars in the entertainment industry, and they are the focus everywhere they go.
However, it is not difficult to find out on closer inspection that in the camp of the new car-making forces, there is a seemingly "obscure" brand that has made a big name in "building cars behind closed doors", without any "foreign aid" and not good at playing marketing.
This brand with a slight "fool's" attribute is a zero-run car. According to official data, the total number of orders for Zero Run in November 2021 was 16,310 units, continuing to grow by 27% compared with October, of which zero run T03 reached 9,297 units and zero-run C11 orders reached 7,005 units. As of November 30, the cumulative order volume of zero-run in 2021 was 73,561 units, and the cumulative order volume of zero-run C11 was 18,113 vehicles, completing the annual target ahead of schedule.
The growth of orders stems from consumers' trust and expectation of brands and models, so although there is still a lot of room for growth in zero-run cars from the ratio of booking to delivery, it has quietly possessed the quality of the "frontrunner" of the second echelon of new car-making forces.
Say "quietly" because zero-run has always been relatively low-key, and it seems that we can only see more about the brand during new car launches or launches, as well as during major trade shows.
In addition, in terms of model layout, zero-run cars have always been "hitting the world" with niche models, such as the brand's first model zero-run S01, and pure electric car zero-run T03. Although the quality of these two models is not bad, and the sales volume of the zero-run T03 in the A00 class car market has always been at the "top", it has not become a well-known "hit". It's a bit like a soccer team with good results, with a lot of big players in the squad, but only one superstar.
Until the birth of C11, zero-run cars finally had a "C player" with great potential.
■ The city of Rome was not built in a day, and the blockbuster model is even less so
Of course, unlike athletes who take a long time to show their talent, the Zero Run C11 has shown extremely high quality since its birth. The size of the medium-sizeD SUV, the wheelbase of more than 2.9 meters, and the abundance of standard equipment in the whole series, even the entry-level is named "Deluxe Edition" and the price of 15.98-19.98 million yuan, let us look forward to it.
How hot is the Zero Run C11 after the pre-sale is opened? In addition to the continuous growth of orders, the "price butcher" label may also explain some problems, which is not just the "family word" of consumers or industry insiders, all people who have seen, driven, and studied zero run C11 will highly agree with this label.
However, just as the so-called "city of Rome is not built in a day", compared with "debut is highlight", the birth process of zero-run C11 is longer, which is derived from the zero-run car's dedication to "global software and hardware self-research".
After 6 years of research and development, the technology accumulation of zero-run cars has been quite large. As of September 30, 2021, Zero Run Auto has obtained and declared a total of 1231 patents in transit, of which 827 patents have been granted.
Therefore, the zero-run C11 can be based on the three-in-one electric drive architecture research and development, from December 1, all models scheduled are equipped with oil-cooled electric drive, dual-motor four-wheel drive version of the maximum output power of 400kW, maximum torque of 720N·m, zero hundred acceleration of only 4.8 seconds; while matching the highest 90kWh battery, NEDC cruising range can reach 610km, charging 10 minutes can last 100km, UNDER THE DC fast charge condition, the power from 30% to 80% only takes 36 minutes. As an SUV, the Zero Run C11 is also equipped with a front double wishbone/rear five-link independent suspension, enhancing the stability of the vehicle and making handling safe and fun.
At the same time, the body is surrounded by 1 binocular camera, 1 forward millimeter wave radar, 4 angular millimeter wave radar, 12 ultrasonic radars, 4 surround view cameras, 4 blind spot cameras and 1 face recognition camera, and the car is also equipped with the third-generation Qualcomm Snapdragon 8155 car digital cockpit platform, which integrates AI core, 8 core processor and 12G running memory.
In terms of system software, the zero-run C11 is equipped with leap Pilot 3.0 intelligent driver assistance system, and the current open functions include ACC adaptive cruise, AEB automatic emergency braking system, APA automatic parking assist, etc.
In terms of intelligent entertainment, zero-run C11 has face ID recognition capabilities, when the user sits in the car, the vehicle can be adjusted to the best position or mode according to the pre-set air conditioning, rearview mirrors, mood lights, music, seats, driving mode and other 15 functions after recognizing the face. The 10.25+12.8+10.25-inch triple screen not only looks full of technology and texture, but also is equipped with the third-generation Qualcomm Snapdragon digital cockpit platform, which can be shared by each other "flying screen" between different screens, and the central control screen and the co-driver entertainment screen can play music without disturbing each other.
In addition, the zero-run C11 car machine system also has a real "black technology", that is, to support "fast application", many third-party software in the system is like WeChat Mini Program, can be added / deleted, changed position and upgraded and updated, the biggest advantage of this design, is to effectively reduce the burden of OTA upgrades on the whole vehicle, so that the update speed is accelerated.
In the eyes of more people, the price is the biggest memory point of the zero run C11. Imagine that such a 90kWh battery, 610km + endurance, front and rear dual motors, 100 km acceleration of less than 5 seconds of medium-sized SUV only sells less than 200,000, which can not be simply summarized by "price butcher", it is simply not to leave food for peers.
■ For luxury, how is zero running understood?
If the zero-run C11 is defined as a "luxury" mid-size SUV, many people may not agree, because its brand temperament does not match, the price range does not match, and there is not much historical background. However, from this model, we can still taste the unique understanding of "luxury" in zero-run cars.
The first is the name, yes, zero run C11 named the cheapest entry-level "Deluxe Edition". It's not that they despise the word, but more like telling consumers that "luxury" is just the starting point of zero-run C11, "Basics Don't 6".
The second is of course the configuration of the "anti-sky", in addition to the above mentioned power and intelligent configuration, zero-run C11 full series is also equipped with the active air intake grille, electric folding exterior mirror with heating / memory / early warning / lens power adjustment, Nappa leather multi-function steering wheel, main driver seat electric 6-way adjustment, passenger seat electric 4-way adjustment, front seat heating, mobile phone wireless charging, in-car electronic control internal door opening, 4 USB interfaces, 220V AC power supply outward output and other comfortable and convenient functions.
There are also main co-pilot front airbags, front side airbags, side air curtains, front preload-tightening force-limiting seat belts, second row middle seat three-point seat belts, second row left and right seats pre-tightening force-limited seat belts, TPMS tire pressure monitoring, collision automatic unlocking, electronic anti-roll function and other active and passive safety configurations.
In addition to the quality of the model itself, there is also service, or the brand's attitude towards users. In order to better understand the consumer's requirements and suggestions for the model, Zero Run adopts a very transparent communication mechanism, if users have ideas about a car, they can even send emails directly to Zero Run CEO Zhu Jiangming, and Zero Run will immediately convene the "Chief Critic" to discuss together.
For the Zero Run C11, the "Chief Critics" discussed four upgrades and improvements, covering 10 functions and configurations such as window glass, mobile phone bracket, steering wheel heating, seat ventilation, and interior and exterior color matching. As a result, the Zero Run C11 added front double glazing and steering wheel heating to the standard configuration; adjusted the rear seats twice; and added front seat ventilation and rear privacy glass to the optional package. In my opinion, only this degree can be regarded as "user co-creation". In fact, the respect that consumers want is not only a "hello" or "slow walking", but also a process of mutual familiarity, mutual understanding and mutual growth.
■ Bang reviews
In the automotive industry, zero-run cars can only be regarded as a "young" brand, and many aspects still need time to grow and polish in order to face more and more brutal market competition. But at least from the current point of view, the survival of zero-run is worry-free, because it has a good research and development mentality, sufficient technical accumulation and a "talented" explosive model.
It is said that the current new energy vehicles are like the mobile phones of the year, once the MTK era mobile phone market is full of ghosts, all kinds of cottage manufacturers are frantically throwing "electronic waste" into the market, and although the quality of large factory products is excellent, the price is extremely unbeautiful. It was not until Xiaomi and Vivo, which are full of execution and implemented to the end, entered the market, comprehensively improved in terms of brand, design, quality, etc., and made the price transparent while consolidating the user experience, that the market's prejudice against domestic mobile phones was reversed.
Remember when the original millet was just listed, it was also called "price butcher" by users, and Lei Jun of that year "sold" the flagship machine configuration to the price of a thousand yuan machine, and today's zero-run C11 pulled the threshold of the 90kWh battery pack to less than 200,000. If you look at the temperament, zero run is more like xiaomi in the car circle.