22/04/02
Lead
Buying early is more affordable, saving money as a charging fee, is not fragrant?
Author 丨 Du Yuxin
Responsible editor 丨 Xu Jinkai
Edit 丨 Chic
It's time to come!
On April 2, the high-end smart electric vehicle brand Extreme Kr announced that it will raise the price of its extreme krypton 001.
But the good news is that the price adjustment time will be from May 1, and the equity and price adjustment plan will be announced on April 30, leaving consumers with a one-month buffer period.
The new energy price industry is rising, why is the price adjustment progress of Extreme Kr relatively late? Other new energy vehicle companies are immediately adjusting prices, why should Extreme Krypton leave a window period? The stories and reflections behind them can indeed be mined.
1
No price increase in April, so that consumers can benefit
When it comes to the price adjustment of new energy vehicles, consumers are no strangers. Since the beginning of this year, with the decline of subsidies for new energy vehicles, as well as the rise in the price of raw materials such as lithium and nickel, the price of new energy vehicle power batteries has ushered in multiple rounds of price adjustments; coupled with the influence of the shortage of chip supply, the price of chips has also risen, resulting in rising production costs of automobile companies, which has become a common problem faced by the new energy automobile industry.
The transmission of many influences is bound to directly affect the cost of consumers in the car purchase process. In March this year, new energy vehicle brands generally raised prices sharply, ranging from a few thousand yuan to tens of thousands of yuan. There are even foreign-funded new energy vehicle brands, which have carried out multiple rounds of price adjustments in a month, and the price of a single model has increased by more than 40,000 yuan.
For consumers, in today's rising oil prices, the cost of travel continues to increase, originally thought that the purchase of electric vehicles can reduce the cost of use, did not expect that soon this use cost will be transferred to the cost of car purchase, but some car companies that have not yet adjusted the price are indeed equivalent to benefiting consumers.
The price adjustment of Extreme Kr 001 was officially carried out on May 1, which is also one of the later in this wave of new energy price increases, and the one-month buffer period means that in the era of universal price increases in new energy vehicles, consumers can still order Extreme Kr 001 at the existing price and rights throughout April.
To tell the truth, in the case of the general rise in the industry, Extreme Kr can completely follow the trend and immediately raise the price, after all, the earlier price adjustment is indeed more beneficial to the recovery of costs. For example, we can roughly calculate that on average, the range of industry price adjustment is 10,000 yuan, if the monthly order volume of Extreme Kr exceeds 1,000 vehicles, then the immediate price adjustment of Extreme Kr can at least increase the income of tens of millions.
However, as a user-based enterprise, Extreme Krypton has communicated with users on the issue of price adjustment, including some prospective users who are still on the sidelines, and after fully considering the interests of users, decided to set aside a buffer period of 1 month, providing opportunities for consumers to make decisions and think. And this move of more than ten million concessions is indeed conscience, which is equivalent to sending consumers a real "welfare".
It is foreseeable that during the price adjustment buffer period, to a certain extent, it can promote the achievement of more consumer orders, which is also a first in the industry, such as the previous ideal announcement of price adjustment, but only gave a one-week buffer period, and later there was news that the ideal one-day order volume reached 2,000. There is no doubt that this kind of price adjustment method with "house" brings more "gains" to enterprises, which is more conducive to establishing a good image and reputation.
2
The system is accelerating and the delivery is good
Just the day before the announcement of the price adjustment information, Extreme Kr announced that the delivery sales volume in March was 1,795 vehicles, and the official said that due to the outbreak of the epidemic in many parts of the country in the past two months, more than 30 supply chain partners distributed in Shanghai, Jiangsu, Shandong, Tianjin, Guangdong, Jilin, Zhejiang and other places have been affected by the epidemic, and more than half of them have even experienced suspension of work and production, which has caused a certain impact on the production of Extreme Kr 001. At the same time, a large number of parts of Extreme Kr 001 are supply chain partners from overseas, and under the influence of local epidemic prevention policies, shipments and transit will also face uncertainties.
However, based on the system capabilities of Geely Holding Group, Extreme Kr is still going all out to maintain close communication with supply chain partners and strive to stabilize supply and ensure delivery as soon as possible. It is understood that after multiple rounds of communication with Viebuk, the exclusive production line of Kr 001 empty suspension parts has been put into production, and the overall production and delivery of Kr 001 will continue to improve.
It is worth mentioning that with the remarkable achievements of the ecological system construction of Extreme Kr in the channels, energy replenishment, after-sales and other user car purchase and car ownership links, the delivery of new cars has covered more than 150 cities across the country. In 2022, the construction of contacts under the extreme krypton line will be further accelerated, and it is expected that by the end of 2022, the number of extreme krypton stores including the extreme krypton center, the extreme krypton space, the extreme krypton delivery center, etc. will exceed 300 in the country.
In terms of product experience, Extreme Kr 001 also recently ushered in the second major version of the vehicle system upgrade. The ZEEKR OS 2.0 official version upgrade involves 33 ECU units, adds 5 new functions, and optimizes 59 functions for the user feedback of ZEEKR OS 1.1.1, the most important of which is the opening of intelligent driving assistance.
The first features of ZAD's Krypton Intelligent Driver Assistance System include: ACCQA adaptive cruise with queuing function, AEB forward collision mitigation, LDW lane departure warning, FCTA front intersection traffic warning, etc. Among them, the FCTA front intersection traffic warning function is a new function in the basic package of ZAD intelligent driving assistance system, and a large number of scene tests have been fully carried out for the actual road conditions in China; and the adaptive cruise of ACCQA with queuing function can be started at full speed (0-150km/h), and has the function of following the car cruise and automatic start and stop, even in the case of 1km/h per hour, the function can still be used normally.
In addition, in the official version of ZEEKR OS 2.0, the charging abnormality indication reminder function has also been added, and the functions of video software playback settings, face recognition and fatigue driving detection, steering wheel and exterior mirror heating performance, and energy consumption display of each system have been optimized; at the same time, for the user feedback of ZEEKR OS 1.1.1, the upgrade has also improved and optimized the functions of automatic door experience, One-pedal mode experience, car version display and boot response.
For Krypton, ZEEKR OS 2.0 is a new milestone. It is not easy to know that for traditional car companies, it is not easy to get rid of the original architecture and system and open a new intelligent car track, even if it is an L2+ OTA, it is not only to show the efforts of Extreme Kr in intelligent driving, but also to verify the carrying power of the vast architecture. Once this path of underlying logic is explored smoothly, the subsequent experience will not be a problem.
These headaches for users have been gradually solved, and more prospective users have seen hope. At the same time, thanks to the gradual construction and improvement of the system, as well as the positive feedback and word of mouth of the first batch of car owners to The Kr 001, the order volume of the Kr 001 in March has reached a new high since the delivery, and the order volume under these accumulations will gradually be converted into delivery in the next few months, boosting the sales volume of The Krypton continues to rise.
Notably, production and delivery in April are expected to improve as new core components arrive at the end of March. Under the blessing of the buffer period of user feedback measures such as no price increase in April, it may boost the order of Extreme Kr 001 to a new high in April.
Du Yuxin
Do this line if you don't desperately write
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