Per reporter: Sun Tongtong Per editor: Pei Jianru
At the beginning of 2022, Geely's high-end electric vehicle brand Extreme Kr has set a goal for the new year.
According to the plan, Extreme Kr will deliver 70,000 new vehicles in 2022; the first model ZEEKR 001 is planned to be exported to the EU market early next year; and by 2025, Extreme Kr wants to achieve an overall overseas export volume of 100,000 units.
"China's high-end electric vehicle market has been cultivated, and this segment will become a blue ocean in the future." In addition to Geely, other friends are also constantly making efforts to explore the brand, more players, the climate is formed, resources are concentrated, and market supply is formed. I believe that everyone's judgment of the market is consistent, and China's independent brands are concentrating on the high-end electric vehicle market. Yang Xueliang, senior vice president of Geely Holding Group and CMO of Extreme Kr Intelligent Technology, said in an interview with the Daily Economic News reporter.
This year's sprint to 70,000 vehicles delivery target
According to public data, from the beginning of deliveries in October 2021 to the end of 2021, the cumulative delivery volume of ZEEKR 001 exceeded 6,000 units.
"After the release of the Krypton brand and products, the order situation is good, and the average price of the large order exceeds 335,000 yuan. However, because the supply of chips and empty springs is relatively limited, so far it has not fully met the needs of early user orders, and we are stepping up supply. Yang Xueliang said.
The construction of the extreme krypton energy supplement system is also accelerating. At present, the self-built charging station of Extreme Kr has been launched in 14 cities across the country such as Beijing, Shanghai, Guangzhou, and Shenzhen; the third-party charging network has covered more than 270,000 charging terminals in 326 cities across the country; and the home charging installation service has begun to serve car owners in 242 cities.
"In 2022, with the gradual establishment of the system and the slow allocation of resources in place, the planning of Extreme Kr will soon be landed and promoted, and the sales channels, refueling outlets and the number of vehicle deliveries will continue to increase." This year, the delivery target for Extreme Kr is 70,000 vehicles. Yang Xueliang said.
Image source: Photo by reporter Sun Tongtong
It is worth noting that from the brand release to the product delivery, It took only half a year for Extreme Krypton. However, after the delivery of the product, Extreme Krypton also encountered some users' "complaints" about the problems such as the car and machine caton, and even some netizens ridiculed it as a "semi-finished product".
In this regard, Yang Xueliang said: "ZEEKR 001 is not a problem in hardware, but it is slightly weaker in the so-called technical content. But we have mastered the core technology, and future products will continue to evolve and optimize. ”
At present, Extreme Kr has established a krypton intelligent R&D center in Shanghai, which has also attracted a number of industry executives, including Chen Qi, a veteran of Huawei's automatic driving. According to Yang Xueliang, during the 2022 Beijing Auto Show, The new intelligent cockpit and intelligent networking technology of Extreme Kr will be released.
Launch three product lines to enter the EU market early next year
According to the plan, in the next three years, Extreme Kr will launch 6 new models. By 2025, Extreme Kr aims to achieve sales of 650,000 units and the top three high-end electric vehicle market share in the world.
In order to achieve this goal, Extreme Kr is also stepping up to enrich its product line and strive to cover different market segments. According to Xu Yun, vice president of Extreme Kr Intelligent Technology and director of ZEEKR 001 products, "At present, there are three product lines within Extreme Kr, of which the Z product line is mainly positioned as a high-end product, and in the future, it may continue to go up on the basis of the Z product line, focusing on the high-end luxury market; the main models of the C product line are medium-sized cars and medium-sized cars, which focus on the mainstream market; the third is the M product line, mainly for the future mobile travel market, and there will be more applications in intelligent driving." ”
Image source: Per reporter Zhu Wanping photographed (data map)
It is understood that not long ago, Extreme Kr reached a cooperation with the unmanned driving technology company Waymo to provide exclusive vehicles for the Waymo One driverless fleet and put it into commercial operation in the United States. The model is based on the Extreme Kr intelligent travel platform - Haohan-M (SEA-M) architecture, which is what Xu Yun calls the "M product line".
In addition, Krypton has developed a globalization strategy. According to the news recently revealed by Geely Holdings, Extreme Kr will export ZEEKR 001 models to the EU market early next year, and it is expected that by 2025, the overall overseas exports of Extreme Kr will reach 100,000 vehicles. In the globalized market, Extreme Kr is still exploring how to lay out a new network distribution or direct marketing model, and the preliminary plan may be finalized at the end of this year.
It is worth noting that with the accelerated release of the potential of the domestic new energy vehicle market, more and more players positioning high-end intelligent electric vehicle brands, in addition to the new car-making forces such as Weilai, Xiaopeng and Ideal, which took the lead in entering the game, new brands such as Ji Krypton, Lantu, Zhiji, Salon, and Avita have also accelerated the launch of new products. In addition, xiaomi, Baidu and other technology companies are also deeply involved in the field of car manufacturing.
Some analysts believe that in 2022, the domestic high-end intelligent electric vehicle market will have more points to watch, and the competition will be more intense. Whether Extreme Kr can successfully break through in this context may become one of the key factors determining whether Geely can soar in the field of new energy vehicles.
Daily economic news