As we all know, Apple has an Apple Care plan, and in today's smart electric vehicles are becoming more and more "digital productization", related after-sales service packages have gradually become an important indicator of product soft power.
For example, when it comes to new energy vehicle services, we will naturally think of "so-and-so". Indeed, it is a well-deserved benchmark in the industry, simply spoiling the owner of the car, and "excessive service" has also brought a strong word-of-mouth effect. But behind this, "energy worry-free", "service worry-free", "insurance worry-free" and other packages added together, there are not tens of thousands of times a year. Behind the "excessive service", it is inseparable from the "excessive consumption" of the car owner.
However, the intelligent high-end service brand recently launched by Zhiji Automobile, IM Care, has given the industry a new idea, and has also triggered the author's thinking about "excessive service" and "moderate service".
The high-end service brand released by Zhiji Automobile- IM Care One Key, in simple terms, is an annual pass starting from 8999 yuan (different regions may fluctuate slightly according to the difference in car insurance), covering all aspects of vehicle insurance, maintenance, travel, car connection and so on. In addition, Angel Wheel and Series A users have additional free charging benefits for the first 3 years.
Some time ago, the premium of new energy models represented by a certain slava and a certain Peng rose on the hot search, and the premium for one year alone was about 10,000 yuan. If you look back at Zhiji's IM Care service package, you will understand what the price of 8999 yuan means.
In addition to the extremely people-friendly price, Zhiji IM Care also has a full-time intelligent service system: 7× 24-hour "intelligent guardian" management mode, including full-time battery management monitoring, active reminder appointments and so on. Behind this is SAIC's high-quality energy replenishment system, covering more than 360 cities and a total of 442,000 charging piles. In the next two years, SAIC will also build more than 100 supercharging stations and more than 110 experience and delivery centers for Zhiji Energy Supplement.
In addition, unlike the separation model of delivery and after-sales centers of many new energy vehicle companies, Zhiji Automobile has built them together, so that users can have more confidence in the future after-sales service when picking up the car.
If you take a certain service standard, Zhiji's IM Care one-key service project seems to be somewhat traditional, but from the author's point of view, IM Care one-key can be said to be just right. Instead of spending tens of thousands of yuan a year to enjoy "excessive service", it is better to be more pragmatic and spend less than 10,000 yuan to buy a "moderate service", which is a good deal for car owners.
And IM Care's one-click service is not so "moderate", such as 12 free home washing and 4 times of paint repair throughout the year, which is more than enough for the daily car scene, and 4 off-site power-ups can also cope with the vast majority of self-driving travel scenarios. Coupled with those unlimited maintenance, pick-up, transportation, tire repair services, few car companies on the market can do it. And all this, coupled with the annual car insurance, only needs 8999 yuan, if I am the owner of the Zhiji L7, I really can't find a reason not to buy it.
Liu Tao, co-CEO of Zhiji Automobile
The "moderate service" advocated by Zhiji is actually inseparable from their "user-centric" concept. For example, on December 26, 2021, the first batch of 200 beta experience versions of Zhiji L7 were officially delivered offline, and opened a city parade in 9 cities across the country, through the way of "data cooker", let prospective car owners try it and then make a big decision, while continuously optimizing and improving the driving experience according to road test data, which is rare in the automotive industry.
Zhiji car user manager Jiao Qiao
In addition to allowing more Zhiji users to join the process of "data cooker" through the "Zhiji L7 Beta Experience Edition Internal Beta Experience Camp", Zhiji has made great achievements in user co-creation. Since last year's Shanghai Auto Show, Zhiji Automobile has co-created with users, and has carried out a total of 16 interior design optimizations for Zhiji L7, covering 7 design aesthetics, 4 driving quality and 5 interactive experience optimization and improvement.
It is reported that Zhiji L7 will open Dading on February 28 this year and start delivery in April. After the release of the intelligent high-end service brand "IM Care One Key", it is equivalent to giving prospective car owners a reassuring pill. "Moderate" service, moderate price, in order to go long.