As a latecomer, how does zhiji L7 stand up to the luxury positioning of 400,000?
On March 29, Zhiji, a high-end luxury pure electric intelligent brand under SAIC Motor, released the price and user rights of the first model, the L7Pro. The official price of Zhiji L7Pro is 408,800 yuan, which officially opens the locking link for A-round users and angel wheel users.
With the introduction of richer product and equity details, the strategy of zhiji to attack luxury brands has become clearer, and under the blessing of SAIC's technology and supply chain system capabilities, it has played a set of performance, intelligence + user-centered brand combination fist.
In addition, in the interview, Liu Tao, co-CEO of Zhiji Automobile, said that despite the pressure of upstream raw material price increases, the price that Zhiji has promised for the angel wheel and the A round will not rise, or will maintain the original announced price. "In addition, for the overall future sales price of zhiji L7, there is no plan to increase the price for the time being."
Why start with $400,000?
400,000 yuan is already the core brand premium space of traditional luxury brands, why did Zhiji L7 choose the most advantageous price range of traditional luxury brands?
"We set this price, and indeed anchor some users of luxury brands." Liu Tao said that as a new brand, it is close to the (traditional) luxury brand in terms of price, but the new experience, new value, new performance, new configuration including new technology provided, must far exceed the original traditional luxury brand, consumers will give you a choice. "(And 400,000 yuan level) The demand for this market segment and the growth of users are very large."
Liu Tao conducted a price analysis of the traditional luxury brands of Zhiji L7 and the competitors of new car manufacturers.
"The 400,000 yuan of the Zhiji L7 and the 400,000 of the luxury brand are completely different concepts." Liu Tao said that from the perspective of configuration level, luxury experience and performance, it is far beyond the 5 Series. ”
Compared with the price of the same configuration, the BenchmarkING NIO ET7 (448,000-526,000 yuan), "compared with the price of the same configuration, the Zhiji L7 is at least 100,000 yuan lower than that of competitors." At the same time, in terms of performance and handling, we are far higher than the competitors. ”
Control the benchmark BMW 5 Series
At the beginning, Zhiji gave a series of data for the L7Pro: 425kW/725Nm power performance, 3.87 seconds of 100 km acceleration performance; 5.4m turning radius; steady-state maximum lateral acceleration of nearly 1 G, elk test score of more than 80km/h, 1.69 super five-star anti-roll coefficient.
"From a performance point of view, compared with a well-known luxury brand 5 Series, the Zhiji L7 can provide at least 2 times more power. Exceeds the acceleration of the high-power version of the 5 Series. Liu Tao said bluntly in the interview.
At a time when traditional cars are also the first to talk about intelligence, why did the Zhiji L7 talk about control first?
"The (emphasis) manipulation of the Zhiji L7 is an inevitable choice." Liu Tao said, "When we planned this car three years ago, the ultimate handling and sports car experience was the most important of the core highlights of our three products. ”
Zhiji uses manipulation as a brand label for market and technical considerations.
"Power and driving control have always been one of the core values of the car. Luxury brands talk about driving control, which is originally a convention, and it is also in line with the logic of the core value of the car. If you have to make an analogy, in the new world of intelligent electric, zhiji is to make the ultimate power driving control of the "German car" feeling. ”
Liu Tao said that the technology provides enough multi-scenario applicable "bandwidth" for Zhiji L.
For example, he said, thanks to the 0-5x damping variable tuning bandwidth provided by cdc (Automatic Adjustment and Continuous Damping System) for the Zhiji L7, the vehicle can use 5x damping to get off the track, 2-3x damping to go up to high speed, and 1.5x damping to apply to urban roads. "More than enough downstream in multiple scenarios".
SOA realizes free scene combination
In addition to performance and control, the Zhiji L7Pro also has "fun" places.
For example, pedestrian courtesy mode: after turning on, a courtesy sign that interacts with passers-by is projected on the ground, and the rear of the car displays the action of "the little person crossing the road", and reminds the vehicles on both sides to pay attention to pedestrians through the projection. After the pedestrian passes, the owner can also "like" the car behind the car through the ISC intelligent interactive taillights.
And super running mode: based on the "huge immersive smart scene screen" that can be automatically lifted and lowered, zhiji L7 can enter the "sound and photoelectric global immersive super running mode" with one key when indulging in galloping, the smart scene screen automatically switches to the half-screen immersive driving state, the surround sound field simulates the sound wave of supercar, and the sound and photoelectric linkage creates a driving atmosphere of the supercar.
Compared with traditional cars, the biggest advantage of smart cars is that the applicable scenarios are more flexible. Behind it, it is through soft and hard decoupling, from the middleware layer of the vehicle's actuators, sensors "atomic level" split, and then freely combined. The fixed function combination mode defined by engineers and product managers of traditional cars has been scattered, and the car scene functions defined by the owner according to their needs have become a new way of playing for smart cars.
This "gameplay" has begun to land in Gaohe HiPhiX. Since its delivery on May 8, 2021, Gaohe has created more than 2,000 scene cards with users, and has been used by more than 60,000 downloads, which can save users more than 6,000 times of operation time. The co-created scene card covers many scenes such as self-driving outings, camping, daily commuting, parent-child outings, and festival celebrations.
Liu Tao said that based on SOA capabilities, Zhiji hopes that more users will create their own personalized scene function combinations in the future.
It is worth noting that the quality of SOA, ultimately depending on the effect of its continuous iteration, will be a long investment, long time continuous investment. At present, Great Wall Motors and Nezha Automobile are promoting the depth and breadth of their SOA.
More accurate and practical benefits
"Pet powder" is a compulsory course for smart car companies in addition to products.
At present, WEILAI is a well-recognized "pet fan" master and a user-oriented enterprise. However, Liu Tao said that zhiji's service rights and interests are more abundant, accurate and practical.
First of all, Zhiji promises a free benefit package of 3,000 kWh of electricity every year, which is not only a high amount, but also the unused balance can be converted into crystals. "We don't want to play a routine, but we prefer to communicate with users honestly and honestly about their real rights and interests."
Secondly, IMCare one-click service package starts at 8999. "The value of all the services in this service package is definitely more than 20,000 yuan, and the value of similar service packages in the industry is 12,000 or even more than 13,000."
Again, provide a lifetime warranty and 240,000 kilometers of communication for general users for 8 years. The latter option comes with 20,000 crystals.
In addition, Zhiji also launched a battery staging plan. “
Compared with battery leasing, there will be a big difference, the core difference is the ownership of the Zhiji L7 battery. "Liu Tao said that the monthly supply of Zhiji's 93-degree battery will also be lower than that of Friends, no matter how long the battery is used, it can be sold and replaced with the whole vehicle in the future." In this way, users can flexibly dispose of their own vehicles, and in the stage of rising battery value, the property rights belong to themselves to ensure the interests of users. ”
At present, the Zhiji L7 is in the tense test drive vehicle delivery preparation period. After the vehicle is officially mass-produced for 3-6 months, it will launch its high-level auxiliary driving function with pilot function.