More than two months before the official delivery of the first model, the Zhiji L7, which will be launched in April, Zhiji Automobile released its service brand "IM Care One Key" on January 13, and announced the specific service content and price. However, some users are not satisfied with the rights and prices of the service package of 8999 yuan, highlighting that in the fierce market competition, the threshold of user service satisfaction is getting higher and higher, and if the new brands that enter after that want to be recognized by users, they must attach great importance to user demands, especially the demands of the first batch of seed users.
Founded on December 25, 2020, Zhiji Automobile is a new high-end new energy vehicle brand under SAIC Motor Group, in addition to SAIC Motor, there are two shareholders of Zhangjiang Hi-Tech and Alibaba Group. SAIC Motor launched new energy vehicle products very early, once leading the development of China's new energy automobile industry, but in the past two or three years has not launched competitive products, especially after the new car-making forces led by Weilai launched high-end models and achieved initial success, and Dongfeng Group, BAIC Group, and Geely Automobile also launched high-end pure electric models, SAIC's new energy vehicle development fell into a low tide. Therefore, Zhiji Automobile is highly expected by SAIC Motor and regarded as the key to the brand's upward breakthrough.
Zhiji Automobile's goal is to become a new user-oriented automobile science and technology innovation company. On January 13, 2021, the company released the "IM Zhiji" brand. On August 29, the first model, the Zhiji L7 Angel Wheel Edition, was launched at a price of 408,800 yuan. On December 26, the first batch of 200 beta experience versions of Zhiji L7 rolled off the production line and will be launched in 9 cities across the country, known as "data cooker machine" tests to verify the reliability of its software and hardware systems, while collecting user usage data as the basis for product improvement.
Between April and August 2021, Zhiji Auto recruited 3,000 Angel Wheel users of Zhiji L7. In November last year, the Guangzhou Auto Show began to pre-order A-round users (the number of A-round orders is unknown). According to the latest plan, Zhiji Automobile will start the Zhiji L7 on February 28, and the delivery will begin in April.
The rights and interests of the "IM Care One Key" service package released on January 13 include: 1 year car insurance (compulsory traffic insurance + commercial insurance, the specific price of car insurance is subject to the actual quotation of the insurance company), unlimited vehicle maintenance, 4 times vehicle health monitoring, unlimited times full-scene maintenance and delivery service, unlimited full-scene maintenance and transportation service, 12 home fine washing, unlimited number of home repairs, 4 off-site power-ups, and 4 paint repairs.
The services of "IM Care One Key" will rely on the service system of Zhiji Automobile's delivery service center, the energy replenishment network, and a digital full-time management system based on data-driven cloud algorithms.
First of all, in terms of service system, the delivery service centers authorized by Zhiji Automobile will basically cover the provincial capital cities of the country in the middle of this year, and there will be more than 110 experience and delivery service centers this year.
Secondly, in terms of energy replenishment network, Zhiji Automobile will establish a charging network covering the whole country with a number of 442,000 units, including self-built charging piles and charging piles connected to third-party charging operators. SAIC Motor will also build more than 100 supercharging stations and connect to the energy replenishment system of Zhiji Automobile within two years.
Third, in terms of digital management system, IM Care can provide vehicle remote health management, fault diagnosis and analysis; according to the big data algorithm model, it can predict the service life of commonly used parts such as wipers and brake pads, and provide maintenance services; and the end-cloud integrated battery safety monitoring system monitors the battery operation status (including parking lot scenery) for 24 hours. Finally, according to the weather conditions, car itinerary, etc., you can actively remind users of car washing, maintenance and inspection, etc., and can book services with one click.
Zhiji Automobile said that the "IM Care One Key" service package is exclusively customized for the high-end users of intelligent electric vehicles who are worried about the pain points such as "rising new energy vehicle premiums", "maintenance premiums", "excessive service", etc., to provide users with "full-time zero-interruption service", and the market value of the service package exceeds 20,000 yuan. Angel wheel and A round users purchase price of 8999 yuan in the first year, and for an additional 3 consecutive years to enjoy the annual 3000 degree free charging rights (1000 degree public charging pile + 2000 degree self-built charging pile), other users are expected to be about 1000 yuan higher.
The above price is the price of the first year to buy the "IM Care One Key" service package, Zhiji Automobile did not announce the price policy of re-purchase, it is expected to observe the user's reaction before deciding.
Liu Tao, co-CEO of Zhiji Automobile
Regarding the pricing of the "IM Care One Key" service package, Liu Tao, co-CEO of Zhiji Automobile, said in an interview that the original intention of this service was not for profit.
As of press time, there were nearly 200 messages on the service package on the Zhiji Auto APP, and most users expressed dissatisfaction. Moreover, judging from the reaction of users in the Zhiji Auto APP, Zhiji Auto did not seem to fully communicate with users before releasing the "IM Care One Key" service package.
The main dissatisfaction of users is concentrated in the fact that angel wheel users do not have a lifetime free warranty, lifetime free charging and lifelong free maintenance, while many other new car-making forces provide these lifelong free services to angel wheel users. In addition, regarding free charging, some users said that in the case of installing home charging piles, free charging is of little significance. For users who rely on public charging piles to replenish energy, the free charging quota is too small. Users who are satisfied with "IM Care" mainly believe that the one-year car insurance in the service package is more cost-effective, especially in the case of the general increase in price of new energy vehicle insurance this year.
In response to the user's reaction, Zhiji Automobile responded in the APP on the afternoon of January 14 that it has carefully recorded and is carefully studying the user's voices and demands, and strives to bring the after-sales service iterative upgrade plan to you as soon as possible. The rapid response of Zhiji Auto has also been praised by some users.
Ev Century judged that in the environment where the new forces of car manufacturing are increasingly involuted and a new generation of users have higher expectations for various free services, Zhiji Automobile will most likely upgrade the rights and interests of the "IM Care One Key" service package, especially for angel wheel and A-round users, but the specific situation remains to be further observed.