In recent years, China's auto industry has grown strongly and has grown into the world's largest automotive market.
In this context, on the one hand, new car brands have sprung up; on the other hand, one brand after another has just finished speaking PPT and left the scene.
But there is no shortage of winners. "Wei Xiaoli", which has been questioned in the early days, is slowly rewriting the impression in the minds of investors and consumers with sales volume and market share.
With the news of the suspension of production of low-end new energy models, the market is also silently telling a fact: in the field of new energy, the high-end market has greater possibilities.
Perhaps this is also the reason why the Zhiji L7 is the first mass-produced model: the Zhiji L7 Pro will be priced at 408,800.
Zhiji L7 Pro: Breaking the rules of the game for luxury brands
Obviously, the mission of the mass production car is to go to the quantity. In other words, as the first mass-produced car of the Zhiji L7, the pricing of the Zhiji L7 Pro is obviously well thought-out. In this regard, Liu Tao, co-CEO of Zhiji Automobile, gave Zhiji's thinking.
"The pricing of Zhiji L7 Pro has undergone a very detailed market analysis and user population analysis. I think this price is still very reasonable and very suitable in my opinion. He said.
If you comb along Liu Tao's words, you will find its rationality. Especially in the luxury car market, the rush of "Wei Xiaoli" has refreshed consumers and traditional industry cognition.
In the past three or four years, the sales volume of luxury brands represented by BBA in China has exceeded 20% from 13% at the end of 2017 to more than 20% last year, so the trend of China's automobile consumption upgrading is very obvious. "We judge that this number will continue to go up in the future, even reaching a market share of about 30%. There are still some young people who continue to immerse themselves in the traditional value system built by the BBA, but in my opinion, once the user drives the electric car, the old world cannot go back. ”
This prediction mainly comes from the difference in the fundamental car-making logic between luxury brands and new forces.
"In the era of fuel vehicles, you need super power, you have to have a large displacement. Today's consumers hold more than 400,000 budgets, and can only choose 2.0T four-cylinders, which is nothing more than the difference between high power and low power. 400,000 to buy 2.0T cost performance is relatively poor, this price should have enjoyed the surging power of the 3.0 V6 naturally aspirated engine, but consumers can not enjoy it now, or to buy a large-displacement engine at a higher cost. Liu Tao said.
But trams are different. "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. Even if you choose the high-power version of the 5 Series, which is about 7 seconds of acceleration, the Zhiji L7 can provide 3.87 seconds of acceleration. ”
In other words, represented by the Zhiji L7 Pro, electrification reconstructs the rules of the game defined by the BBA in the luxury field.
Perhaps it is precisely because of this premise that the Zhiji L7 Pro has this pricing, and the dimensionality reduction to combat traditional fuel vehicles is an important label of the Zhiji L7 Pro.
Three hard metrics for the Zhiji L7 Pro
Liu Tao said that when the first model was approved, he only proposed three hard indicators for the research and development team: one is the performance of the supercar; the second is the stunning appearance; and the third is the most human-like high-end intelligent driving assistance function.
It is understood that the Zhiji L7 Pro adopts the front and rear dual permanent magnet synchronous motor, which can release 425kW/725Nm super power, reaching more than 2 times the power of the same level of luxury fuel vehicles, and easily running into the "3-second club" that makes the traditional supercar proud.
In the crucial chassis tuning, the Zhiji L7 Pro also came up with very strong data: aluminum chassis, 10ms instantaneous response CDC intelligent electronic control suspension system, two-way total of 12 ° rear wheel steering, front double wishbone rear five links, etc. On this basis, Zhiji invited the F1-level chassis tuning team to carefully test and adjust the Zhiji L7 on the front and back wheels, more than 100 chassis indicators and software parameters in the prestigious Millbrook Proving Ground in the prestigious Mirbrook Proving Ground in the United Kingdom for a year.
From the power chassis adjustment, as a joint venture between SAIC, Ali and Zhangjiang Hi-Tech, the Zhiji brand has given the Zhiji L7 Pro a very high starting point. At the same time, as the pioneering work of SAIC's brand upward and luxury intelligence, Zhiji L7 Pro adopts the "silicon-doped lithium supplement" battery of the Ningde era, and the performance exceeds the industry-leading level by 30%-40%. Zhiji L7 is also one of the world's first models equipped with a "silicon-doped lithium supplement" battery, which has a high single energy density of 300wh/kg and the highest safety level of never spontaneous combustion.
In terms of appearance, the front face of the new Zhiji L7 Pro adopts an exaggerated E-shaped design, the headlights and fog lights are combined into a claw-type shape, which looks aggressive, and the same is a closed middle net to highlight its electric vehicle identity, and the bottom is a vertical waterfall grille; on the side, the Zhiji L7 Pro uses a unique five-frame alloy wheel.
It is worth mentioning the advanced technology experience that intelligently gives the Zhiji L7 Pro.
For example, it is equipped with a 4K liftable large screen with a size of 26.3 inches, which is very eye-catching. In order to take advantage of this screen, Zhiji Automobile also cooperated with TeamLab, a famous art studio, to develop a dynamic screensaver with flowers blooming. When resting in the car, it is very eye-catching to see flowers blooming.
The Carlog intelligent car camera system caters to today's video era. The system hardware includes a 300-million-pixel camera located above the roof to record a clear picture of the road. In addition, at the software level, it has a built-in art master template, which can quickly generate blockbuster effects, and supports one-click upload of pieces and sharing to social platforms.
When intelligent technology is added to driver assistance, it becomes some quantitative numbers. The Intelligent Driver Assistance Technology (IM AD) of the Zhiji L7 Pro adopts a vision-based, radar-supplemented perception solution: the hardware equipment includes NVIDIA Xavier, with a computing power of 30-60TOPS, 12 high-definition vision cameras, 5 millimeter-wave radars, and 12 ultrasonic radars.
The ability and data of IM AD's underlying data analysis and processing that it is proud of comes from Ali. Relying on Alibaba Cloud's supercomputing platform, Zhiji not only has the ability to process data, but also can upgrade the database in real time to complete the system upgrade.
Returning to the traditional size, the Zhiji L7 Pro is 5098/1960/1485mm in length, width and height, and the wheelbase is 3100mm, which is a standard medium and large sedan. However, due to its unique "electrified four-wheel vector drive" technology of the same level, the rear wheel can achieve a total of 12 ° super steering angle in both directions, and the minimum turning radius of the vehicle is only 5.4m, which is more flexible.
In The words of Liu Tao, "Don't look at it has a wheelbase of more than 3 meters, but the turning radius is similar to that of a golf." ”
Obviously, Zhiji Automobile does not want to highlight the cold sense of science and technology and boring data too much, what it pursues is to reflect humanistic care through technology and data. This is a new "way of playing", directly hitting the user's pain points, and the Zhiji L7 Pro does more than that for the user.
Zhiji L7 Pro: The sincerity of challenging new forces
As we all know, the reason why the "new forces" can obtain users in the short term is to maximize the rights and interests of users, that is, to allow users to enjoy the zero burden of the all-use car cycle; and Zhiji has also achieved the benchmark position of "picking down" new forces in user rights and interests.
First of all, Zhiji gives lifelong free IM AD rights to angel round customers, for A round customers, the first three years are free, and in the fourth year, you can directly buy out with a price of 8800 yuan or user data rights. While the new forces adopt a subscription model, users will incur a long-term additional overhead.
Secondly, Zhiji promises a free equity package of 3,000 kWh of electricity every year, which not only has a high amount, but also if the user cannot use up 3,000 kWh of electricity a year, he can also convert the balance into "crystal". Crystals are an absolute hard currency in the intellectual world, and can be exchanged not only for brand peripherals, but also for chips in the process of future product upgrades (batteries, lidar, etc.).
Third, IM Care one-click service package starts at 8999. The combined value of all the services in the service package is more than 20,000, and the value of similar service packages in the industry is 12,000 or even more than 13,000.
Fourth, for the warranty of the whole vehicle, Zhiji provides two options, you can directly choose the lifetime warranty; you can also choose 8 years and 240,000 kilometers, which is definitely enough for the average user, if you choose this warranty period, Zhiji will also send 20,000 crystals.
It is worth mentioning that although zhiji L7 Pro is so sincere in terms of user rights and interests, in terms of price, it is still lower than the peer competitor WEILAI ET7.
Write at the end:
If you want to define Zhiji Automobile, it is not a pure new force in car making, of course, Zhiji Automobile will definitely not be a traditional car company.
It is more like a sample, when the "new forces" are no longer new, the latecomers should face this market that is no longer a blue ocean with what kind of posture, what kind of products, and what kind of user service system.
However, in this field of Zhiji L7 Pro, with the maturity of consumer concepts and the formation of market competition, how to catch up with the latecomers is still a problem to be solved for Zhiji L7 Pro, the first mass production car of the Zhiji brand.