"The decision to set up a new brand is to use the courage of change to put the dream to the ground." Co-creation with users is not a slogan, from the change of products bit by bit, to the implementation of service and everything, it is the continuous harvest of Kr in the new direction and new vision. ” "Change is a new possibility. Now, Extreme Kr and users are getting closer, co-creating together, and optimizing the product experience together, and the process will not be smooth. But as long as the direction is right, we will go all out. ” "To be a real user enterprise, we will face any difficulties and challenges." The evolutionary ability of extreme krypton is not only reflected in the product level, it is precisely because of being with the user that we have this ability. ”
On January 1, Extreme Kr Intelligent Technology announced the latest delivery quantity of its luxury hunting coupe ZEEKR 001: in the past December, ZEEKR 001 delivered a total of 3,796 units, an increase of 88.7% month-on-month.
At this point, Extreme Kr has drawn a satisfactory end to its 2021.
On the last day of 2021, the top management of Extreme Kr and the Olympic champion Yang Qian came to a dialogue, the content I think everyone can guess, nothing more than summarizing the past and looking forward to the future. However, unlike the summary of others throwing numbers and shouting slogans, Extreme Kr emphasizes its original intention more: in just a few minutes of dialogue, "user" and "change" appear a total of 22 times, which is the two words that appear most frequently.
Indeed, if you want to find two keywords for Krypton in the past year, "user" and "change" are the most appropriate.
Although Extreme Kr is a new brand less than one year old, it is a long-awaited "Yang Conspiracy"!
As early as 2015, Geely's top management was thinking about how to take the route of intelligent pure electricity every day. In the past 5 years, they have never stagnated, and while preparing the operating model of the new brand, they have also built the product architecture of the new brand. Because they know that no matter who the user is, they need a blockbuster product.
In the end, after spending more than 20 billion yuan in 5 years, Extreme Krypton developed the well-known vast architecture.
The birth of the vast structure has endowed Kr with a diverse and creative evolutionary gene.
As you can see, zeeKR 001, based on it, is an extreme all-rounder, both many SUVs can not reach the passability - ground clearance can reach 200mm, climbing slope to 70%; there are also many coupes can not catch up with the sportiness - 3.8 seconds of "zero hundred acceleration", 200km/h speed is rare in the industry.
After everything was prepared, Extreme Kr came into being, and the momentum was very rapid - on April 15, the Extreme Kr brand was officially released, ZEEKR 001 opened pre-sale, October 19 was offline production, 4 days later began to deliver, and one delivery is 199 units.
This delivery speed is definitely a lever in the industry.
Also a new brand, NIO's first car lasted a full year and two months from listing to delivery, and the first batch of deliveries of only 10 existing cars; ideal car is even slower, its first model was officially launched in April 2019, only rolled off the production line at the end of November, and officially delivered a year later, from listing to delivery lasted a full year and a half.
In the process of waiting for delivery, Krypton has done a lot of work. For example, the charging network and delivery center promised to consumers are slowly being fulfilled.
On August 29, ZEEKR Power, a very kryptonian energy brand, was officially released. It is divided into self-built and access to third-party charging stations on two legs, the former provides high-power charging piles, greatly reducing the user's charging time, while the latter covers the user's home station and destination, to meet the user's various use scenarios.
A month after the release of ZEEKR Power, two pole charging stations and one super charging station of Extreme Kr were officially completed in Hangzhou. At this time, the first new car of Extreme Kr has not yet officially rolled off the production line, and it is more than half a month away from delivery.
Following the delivery of the ZEEKR 001, charging stations for ZEEKR Power have sprung up. If you pay attention to the official public account of Extreme Kr, you will receive news from time to time that their charging stations are put into operation, and they are in droves, covering more than ten cities such as Beijing, Shanghai, Hangzhou, and Guangzhou.
After ZEEKR Power, The characteristic service system of Extreme Kr also followed - online, Extreme Kr has ZEEKR CARE, which can not only bring intelligent pre-inspection and diagnostic services to the owner, but also all-weather online consulting services, if there is a problem that needs to be rescued, the owner can make a request with only one click;
Offline, Z Ke's base camp, the Krypton Center, is also advancing in an orderly manner: on September 5, the country's first Krypton Center settled in Hangzhou and officially opened. And just yesterday, the Shanghai Extreme Krypton Center store has also been completed. At this point, the small goal of extreme krypton – two extreme krypton centers in 2021 – has been achieved, and the speed is obvious to all.
The car has not yet come offline, and Extreme Kr is already laying up a supplementary network for users, and is already building a place that can provide users with meticulous services... The reason why they are eager to prepare these is because Krypton understands the principle of "soldiers and horses do not move, grain and grass first" - they do not want users to buy ZEEKR 001, they can not enjoy their exclusive services.
Extreme Kr can have such a speed, quite not easy! Because the road that Extreme Krypton wants to take, no one has walked, according to An Conghui, CEO of Extreme Kr Intelligent Technology, it is the third road for luxury intelligent pure electric vehicles.
Perhaps, we can call it the extreme krypton mode.
Before understanding the third road of extreme krypton, we can first understand what is the first and second road of luxury intelligent pure electric vehicles.
The first road is out of the traditional car manufacturers, just like BAIC's Jihu, the Great Wall's Salon, Dongfeng's Lantu, SAIC's Feifan, Xiaokang's AITO... The second way is the so-called new car-making forces, who jump directly from all walks of life into the automotive industry, starting from scratch, such as Internet car manufacturing, real estate developers building cars.
There are good and bad ways to go.
The road that comes out of the traditional manufacturers has rich manufacturing experience, and has systematic advantages in supply chain, quality control, test verification, etc., so it can create a car with excellent quality and durability. However, in the face of the new track of new energy, we need to have a new way of thinking. But the ship is in a big trouble! Don't say that it is not easy to reverse the thinking inertia of an enterprise and change a person's thinking inertia, just like people who are accustomed to Eating Sichuan Cuisine, when eating Cantonese cuisine, they will have some chili sauce.
The road out of the new car-making forces, although there is not so much experience in car-making, so the product design is somewhat unsatisfactory - don't look at it now, maybe the time has not yet arrived, but their understanding of users, insight into the young market, to lead the traditional car manufacturers.
"Why can't we combine the strengths of the two?" This is the most thought-about problem in the construction process of Extreme Krypton.
In order to answer this question, Extreme Kr was spun off from Geely Holding Group to become an independent company, and adopted a new team structure to carry out a new layout of industrial resources. Therefore, compared with traditional car companies, the change of Extreme Kr is more thorough; but compared with the new forces of car manufacturing, they have more mature and more comprehensive car-making resources.
It may seem beautiful, but in reality the problem is tricky.
In the impression of many people, traditional manufacturers are conservative, very cautious about new things such as technology and intelligence, afraid of threatening the safety of users; and the new forces are radical, regardless of whether the new technology has been verified, they will first install the car, and then upgrade the OTA step by step to a perfect state.
The cautious attitude of traditional manufacturers, the radical approach of new forces... The only way to do both is to devote two hundred percent of his energy. What's more, What Is Chosen by Extreme Kr is a car-making model created by users that even many new forces dare not imagine.
When it comes to user co-creation, we think of more model names voted by users, model peripheral products are finalized by user consultation, and various car owners' activities... These are undoubtedly the "user co-creation" model needs to do, but they are only some surfaces, not the core of user co-creation in the extreme Krypton mouth.
What JiKr wants to do is to create a way for users to directly participate in the whole life cycle management of the product.
To achieve this, listening to the voice of the user is a top priority.
In order to better understand the user, the whole department of Extreme Kr adopts flat management: in it, An Conghui is no longer "An Zong", but a more intimate "Congcong"; it is no longer the past product manager, but the user experience officer, standing in the user's point of view to "provoke" his products.
And, as product delivery progresses in an orderly manner, the importance of listening to users' voices is being elevated: from weekly offline meetings to direct communication with users in person. Just like the recent Guangzhou Auto Show, Krypton Intelligent Technology CEO Congcong, vice president Steven and the relevant responsible persons of after-sales, energy replenishment, product development and other relevant persons directly engaged in dialogue with the users of Extreme Kr, answering the user's questions in the process of using the car one by one.
As you can see, in the more than half a year since the debut of ZEEKR 001, more than 400 optimization upgrades have been completed, including many "broken bones" hardware upgrades. For example, piano black motion components, seat ventilation, light-sensitive canopy and other components were added after the release of the product plate.
You know, hardware upgrade is a very troublesome thing, even if the slightest change, will involve the mold, and even involve the supplier, it is not too much to say that it is a lead to move the whole body - don't look at him just to change things, in fact, it has to redesign the installation position, and then modify the mold, adjust the production line, and even complete test verification, increase a lot of costs.
But even so, Extreme Krypton still felt that it was deserved. Because they want ZEEKR 001 to impress users not only with the parameters and configuration sheet, but also with a real sense of pleasure.
2021 is definitely an extraordinary year for Extreme Kr, even though it has been preparing for a full 5 years, but in the face of new car-making models, in the face of increasingly picky users, in the face of the challenges of the severe macro environment of the car market, Extreme Kr still has to feel the stones to cross the river, step by step.
But it's all worth it!
As Steven said in the video: "In the future of the car era, we must establish direct and continuous contact with users." How does the new model work? There are no success stories. Is this direction difficult? No doubt. But this kind of challenge can see more possibilities, constantly challenge their own limits, and see themselves who cannot be imagined in the last second. ”
"Outperforming yourself is today's theme." Yang Qian said at the end of the video. Yes, for the path of extreme krypton entrepreneurship, nothing is more important than outperforming yourself.
Text | Male