As a new brand that turned out to be krypton, in the less than a year since its birth, it has received applause and experienced turmoil. This also shows how high the consumer market expects it.
At the recent Geely performance meeting, Extreme Krypton Automobile proposed that this year's sales volume should reach a target of 70,000 vehicles.
In the current situation of chip shortage, raw material price increases and repeated epidemics, achieving the annual sales target of 70,000 vehicles per year is indeed a challenge for a new brand that has been established for less than a year. Sure enough, the outside world is now questioning whether Extreme Kr can complete the target of 70,000 units per year.
In the face of external doubts, Extreme Krypton is still steady and steady, answering questions to the outside world according to his own established rhythm.
On March 25, Extreme Kr held the second season of "Today@ZEEKR Live Face-to-Face" in Hangzhou, which not only frankly responded to recent user concerns, but also introduced in detail the official version of ZEEKR OS 2.0 that began to be pushed on March 23.
Through this "face-to-face meeting", we saw how Krypton occupied the market and made a consideration of the annual sales of 70,000 vehicles.
"Evolution has no end"
Extreme Kr unlocks intelligent assisted driving
At this live broadcast, the most watched is undoubtedly the official version of ZEEKR OS 2.0. It is understood that the ZEEKR OS 2.0 version upgrade involves 33 ECU units and adds 5 new functions; and 59 functions are optimized for the user feedback of ZEEKR OS 1.1.1.
Among them, the most obvious change in the official version of ZEEKR OS 2.0 is the unsealing of intelligent driver assistance - ZAD Extreme Kr Intelligent Driver Assistance System, which includes ACCQA adaptive cruise with queuing function, AEB forward collision mitigation, LDW lane departure warning and FCTA front intersection traffic warning.
ZAD Extreme Kr Intelligent Driver Assistance System has carried out a large number of scene tests for the actual road conditions in China, taking ACCQA adaptive cruise with queuing function as an example, which can be started at full speed (0-150km/h), and has the function of following the car cruise and automatic start and stop, even at a speed of 1km/h, it can still use this function normally.
At the same time, in response to the user feedback of ZEEKR OS 1.1.1, a number of functions have been improved and optimized in ZEEKR OS version 2.0, such as: One-pedal experience optimization; automatic door experience improvement; driving mode memory optimization; vehicle version display and boot response optimization; Bluetooth and voice experience optimization.
At the press conference, Extreme Kr also announced that in 2022, Extreme Kr OTA will carry out 5 major version updates, several small version experience optimizations, download and installation time will be further reduced, and the installation success rate will continue to improve. In terms of ZAD Kr Intelligent Driver Assistance System, Kr will continue to push more safe and reliable functions. In order to ensure the integrity of the active safety function verification cycle, the ZAD intelligent driver assistance function for Extreme Kr 001 will be upgraded in a phased OTA manner.
The first stage: to achieve lane centering, active cruise control, and continuous improvement of cruise functions;
The second stage: to achieve autonomous navigation and some parking assistance functions in high-speed and urban expressway scenarios;
The third stage: continue to expand the pilot scenario and parking scene to bring users a better driving experience.
It is worth mentioning that this is the fourth OTA upgrade completed by Extreme Kr since November 5 last year, involving dozens of ECU units and more than 300 user experience improvements.
As An Conghui, CEO of Extreme Kr Intelligent Technology, said on the day of delivery: "Delivery is only the starting point, and evolution has no end." In the future, Extreme Kr will also bring us more surprises in the experience of car and machine.
Multi-domain revitalizing solutions
At a time when battery technology is difficult to break through, the most realistic way to solve mileage anxiety is to improve the construction of charging infrastructure. And Extreme Kr is one of the most active car companies to promote the construction of charging infrastructure.
As early as the 2021 Chengdu Auto Show, Extreme Kr officially launched its sub-brand ZEEKR Power Extreme Kr Energy to the outside world. Aiming at the mileage anxiety of the current pure electric models, Extreme Kr Energy aims to establish a perfect energy replenishment system through ZEEKR Power Extreme Energy, and solve the user's car problem with full scene coverage.
At present, around the three dimensions of "home, city and service", Extreme Kr Energy has built a full-scenario energy ecological service based on user experience, and launched three major business lines of "home charging, public charging, and electrode delivery".
In the live broadcast, Extreme Kr said that it will further improve the plan for the replenishment service in 2022. For home charging, 7kW plans to be sold on the polar mall in April, which can be installed in multiple scenarios.
In terms of urban station construction, Extreme Kr will adjust and optimize the station construction strategy according to the recent situation of vehicle sales and delivery, and accelerate the urban layout and urban sinking. This year, JiKr will upgrade the "one city, one policy" strategy, that is, according to the location characteristics, urban layout, user distribution and user co-creation of each city, formulate the site selection strategy of different cities, mainly around the super business circle in the city center, the core business circle in the urban area and the main business circle in the suburbs of the city, focusing on the three high-frequency scenarios of shopping malls/ office parks / high-end hotels, and giving priority to covering the core administrative districts.
In terms of product strategy, Extreme Kr will prospectively build charging stations with three different powers, including extreme charging stations, super charging stations, and light charging stations.
As of March 20, it has been launched in 20 cities across the country, and according to the charging needs of users in different scenarios, three different power charging stations have been built: pole charging stations, super charging stations, and light charging stations. At the same time, it also cooperates with third-party charging, and currently covers nearly 320,000 charging terminals in 331 cities across the country, which are complementary to self-built charging stations and can be used through the charging map of the Extreme Kr App.
In addition, in 2022, Extreme Kr will continue to promote user co-creation and upgrading, including the "Extreme Lighting Plan" co-creation activities, and carry out productization and standardization upgrades, and will launch an exclusive activity page. In terms of third-party stations, 18 clues have been lit on the charging map, and 12 clues have been signed and are to be accessed to the charging map.
In the future, Kr will further optimize the user charging experience. It includes the improvement of self-built site pain points, the optimization of electrode delivery services, and the upgrading of intelligent digital experience. For the charging rights of extreme Krypton WE version users, extreme payment has been opened, and both extreme krypton owners and users of extreme krypton app can pay through extreme points.
Stabilize the supply chain
70,000 vehicles is really not empty talk
After upgrading the car experience through OTA upgrades and charging infrastructure construction, Extreme Kr has also made a commitment to guarantee delivery for potential users and undelivered subscribers.
The first is to stabilize the supply chain and ensure the timely delivery of vehicles. It is understood that after multiple rounds of communication with Viebuck, the exclusive production line of extreme krypton 001 empty suspension parts that users are most concerned about has been put into production, and gradually switched from mid-January, and the exclusive production line will achieve stable mass production in mid-to-late March to meet the capacity demand of extreme krypton 001.
In addition, since the outbreak of the new crown epidemic in early 2020, the shortage of supply chains has plagued car companies for 2 years, and due to the price increase of raw materials, it has also triggered a wave of new energy vehicle price increases from this year. At present, under the continuous impact of multiple factors such as the epidemic, the impact of the overall shortage of the supply chain is still continuing, especially the supply of core components such as chips.
Extreme Kr strives to seek resources as much as possible and strives to stabilize the supply of core components such as chips as soon as possible. At the same time, the previously promised agreement that due to the lack of spare parts and components could not be delivered on time, the agreement to give away 1,000 minutes a day and wait until the vehicle was delivered was still valid. This also makes users who are still anxiously waiting for delivery to eat a "reassuring pill".
Kung Fu shoots
A quarter has not yet ended, Extreme Kr has already carried out two major versions of the OTA, once again allowing us to witness what is called "extreme krypton speed".
Answering the most concerned questions of users in the way of "face to face" also shows the attitude and determination of Extreme Kr as a user-type car company that has always not evaded and not perfunctory.
Judging from the market reaction, it is worth the effort of extreme krypton. In February, Extreme Krypton handed over 2,916 sales, delivered only four months of Extreme Krypton vehicles, and the cumulative sales exceeded 10,000, reaching 12,453 units. There is no doubt that from the current action, Extreme Kr is ready to sprint to the target of 70,000 vehicles for the whole year.