Exactly 24 months after the project was launched, Zhiji Automobile chose to announce the price of Zhiji L7's first mass-produced model, the Zhiji L7 Pro, in this spring season.
408,800 yuan, the pricing is exactly the mainstream price range of luxury brands based on BBA. In an interview with the media, Liu Tao, co-CEO of Zhiji Automobile, also bluntly revealed that Zhiji Automobile, as a new brand, has anchored the mainstream area users of luxury brands from the beginning.
At this point, Zhiji Automobile, personally led by Chen Hong, chairman of SAIC Group, has finally sacrificed its ambition to seize the mainstream luxury car market dominated by BBA after it was officially launched in March 2020.
Challenging the share of the fuel vehicle market where BBA is located can be said to be the initial dream of all new energy high-end brands, and there are constantly new energy vehicle companies to issue provocations to BBA, after all, from a certain level, new energy vehicle BBA and new brands are facing the same new market, with the theory of new energy "curve overtaking", it also works in the high-end new energy vehicle market.
However, in the view of the Yuguan Car Market, so far, most of them are "thunder and rain," and there is no one who can leverage the status of the BBA so far. Even Tesla, after the listing of its MODEL3, has expanded its scale, the main price is not in the mainstream range of BBA, and the new forces to build cars, from the sales volume can not compete with the BBA.
How does the zhiji car that has been planning for 24 months achieve a historic breakthrough? On the morning of March 30, when Liu Tao was interviewed by the media online, he also revealed the confidence of Zhiji Automobile to catch up.
The Zhiji L7 Pro fills the regret of BBA owners
"Pricing is always the most core thinking anchor for a car to go public. The pricing of Zhiji L7 Pro we have undergone a very detailed market analysis and user population analysis. I think this price is still very reasonable and very suitable in my opinion. Liu Tao said.
"At present, the Audi A6L, Mercedes-Benz E-Class, BMW 5 Series these troikas have 60,000 units sold every month, and the average price of the three core BBA models is almost 420,000-430,000." Of course, there are taxes on gasoline cars, and the price of bare cars is 430,000, 440,000, and even sometimes higher, that is to say, more than 60,000 Chinese spend more than 400,000 yuan every month to consume German troikas. Liu Tao said.
As James's machine that changes the world, the core value of the automobile is the human yearning for freedom, the exploration of unknown areas, and the dream of free exploration of boundaries. Therefore, power and driving control have always been one of the core values of the car.
Luxury brands talk about driving control, which is conventional and in line with the logic of the core values of the car. However, in the past, the ultimate pursuit of driving control by 400,000 consumers can be said to have not been satisfied.
In the traditional BBA pricing market, consumers spent more than 400,000 to buy BBA, still can not enjoy enough strong power, because consumers want to enjoy the surging power, you need to be equipped with a 3.0 V6 naturally aspirated engine, but the reality is that consumers hold more than 400,000 budgets, choose to choose only 2.0T four-cylinder, 185kW, 350Nm has belonged to the top version. The reason is that due to the limitation of fuel consumption emissions, BBA's large-displacement engines are difficult for ordinary consumers to enjoy, which is also a common obstacle for consumers to buy traditional fuel vehicles, that is, if strong power is needed, it is necessary to spend more costs to buy larger displacement engines.
However, this problem can be solved on the Zhiji L7 Pro. The price of Zhiji L7 Pro is 408,800 yuan, which is just in line with this mainstream consumer price and is slightly lower. Zhiji L7 Pro only needs 40 to 60 milliseconds to generate electricity from the electric motor, torque to the wheel rim, while the fuel car needs 1000 milliseconds, and the Zhiji L7 Pro can feel the power of the V8 and the response speed 20 times faster than the fuel car with a price of 400,000.
"From this perspective, I have always been optimistic about the prediction." Liu Tao said.
At present, the proportion of new energy vehicles in the mainland has expanded rapidly, and the proportion of sales has expanded rapidly. In the past 2021, the average annual market share of new energy vehicles has been close to 15%, and in the last three months, it is close to 20%, and this market is still showing an expanding trend.
Looking at the past three or four years, the increase in the luxury car market is also obvious to all, china's luxury brand sales represented by BBA accounted for more than 20% from 13% at the end of 2017 to more than 20% last year, Liu Tao judged that BBA, which has accounted for more than 20% of the total sales of luxury cars in the country, will continue to go up in the future, and even reach about 30% of the market share.
The premise of explosive growth is that the mainstream consumers of luxury fuel vehicles will consider new energy vehicles when changing cars. Therefore, the zhiji car positioning the new luxury brand is not to compete with the current mainstream luxury new energy vehicles for the market, but to compete with the mainstream luxury car, which also accounts for the largest proportion of fuel luxury cars.
For an entrepreneurial company, to grow explosively, it is necessary to find a new, breakthrough growth direction. It can be said that Zhiji Automobile is positioned in this explosive growth market.
With the switching of the track, the transformation of consumer awareness, the maturity of products and markets, and the explosive growth of traditional luxury fuel vehicles, it will reappear in the new energy market.
Leveraging the mainstream BBA market is the future of high-end new energy vehicles
The foreseeable high-end new energy vehicle market has actually become a market that capital has rushed to enter in recent years. New forces have built cars such as Gaohe Automobile and Weilai Automobile, which have pulled prices to the ceiling of new forces; traditional car companies have also launched new energy high-end brands.
And Zhiji Automobile was also born in such a big environment. In March 2020, the project with the internal code name "L" was officially launched, which was called SAIC's "No. 1 Project", with sachinel chairman personally as the commander and president Wang Xiaoqiu as the general commander, and several vice presidents and CFOs and chief engineers of SAIC group personally participated. The project focuses on high-end intelligent products, gathers the most high-end technology of SAIC Motor, and plans to participate in the market battle of high-end intelligent new energy vehicles.
In SAIC Motor Group, Zhiji Automobile is the ceiling of its own brand, and SAIC Group positions Zhiji Automobile in high-end intelligent new energy vehicles, on the one hand, because SAIC has been fully laid out in the new energy vehicle market below the high-end, only the high-end is missing, on the other hand, it is also because the high-end intelligent new energy market still lacks real challengers.
There is a market in the 400,000 range, there are few real strong people who can challenge the BBA, leaving the opportunity for zhiji cars, but at the same time, consumers who can consume 400,000 range products also have rich experience in using cars, and must need products with very strong product strength to be impressed.
As the Yuguan car market stated above, the traditional fuel vehicle luxury market is mainly occupied by first-line BBA; the high-end market in the field of new energy, even if there is a high price, has not become a scale.
To truly pry open the field of high-end new energy vehicles, it is necessary to open the hearts of consumers in the mainstream market of traditional fuel, and only when this part of the consumers also buy high-end new energy vehicle products can the market really start.
"These consumers who agree with the traditional value system built by the BBA, once they drive an electric car, they will find that the fuel car is an era that cannot go back." Liu Tao said.
"For a new brand, at the same price, whether to choose a smart car or choose a luxury brand, the standard of trade-off depends on the new experience, new value, new performance provided by the new brand, the new configuration includes new technologies, must be far more than the original traditional luxury brand, consumers will give you a choice." Liu Tao said.
Therefore, as a new energy vehicle company, we must do a good job of power, control, interior, quality, health, automatic driving, software, smart products, we believe that in the future there will be a larger market share to the field of intelligent electric vehicles.
Liu Tao revealed that Zhiji Automobile has captured the psychology of consumers to configure. "From the configuration point of view, the 400,000 yuan of the Zhiji L7 and the 400,000 of the luxury brand are completely different concepts. In a sense, from the perspective of performance, 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.
The Zhiji L7 can also provide four-wheel steering full drive system, Brembo fixed clamp type super forced motion system, Pirelli P Zero tires, 180 days + clean taste process, including interior materials and our use of high-tech environmentally friendly wood trim from Europe and so on. From the perspective of configuration level, from the perspective of design luxury experience, from the perspective of performance, it is far beyond the 5 Series.
The belated wisdom car to win the bottom line
However, as we all know, almost all high-end new energy intelligent vehicles are coveting the BBA mainstream fuel luxury car market, such as Weilai Automobile, Gaohe Automobile and other new power car manufacturers, from the beginning of the high. To some extent, they are also strong competitors that Zhiji cars encounter when they seize the mainstream BBA market. After all, because of the pricing and positioning in the early stage, as well as preconceived notions, a certain market has been cultivated.
However, Liu Tao believes that compared with the new forces, Zhiji Automobile has a price advantage under the same configuration. "The price offered by zhiji L7 is at least 100,000 yuan lower than that of competitors. At the same time, in terms of performance and control, we are far higher than the competitors, in general, the price of 400,000 is very valuable for users. Liu Tao said.
Although Zhiji Automobile is late in coming, Zhiji Automobile is backed by the big tree of SAIC Group, which can be expressed by thick accumulation and thin hair.
In terms of products, Zhiji Automobile will fully have the core capabilities of the intelligent driving system, including ACC, command lane change, LDW, ADW, APA, automatic parking capabilities; in the future, wireless charging will be realized, and users will automatically replenish energy without having to do the action of plugging and unplugging the electric gun after parking the car. Every time you drive away, it's always fully charged.
In addition to product performance, the rights and interests of consumers and follow-up services, Zhiji Auto can also provide the best.
"Zhiji Auto is a user-oriented enterprise, our angel wheel users, A round users can enjoy the industry's top user rights." Liu Tao said.
For example, 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, it can be directly bought out at 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.
The "New World Driving Flagship" Zhiji L7 will also provide data rights. Zhiji Car has rough and crystal, and will continue to generate value for users' data rights and interests through the way of program mining and grow-up mining. Users can redeem lidar's intelligent driving system and higher energy density power batteries. In the future, other software and hardware redemption rights will be gradually introduced. The core difference between rough and integrals is the imagination space of rough value, which will far exceed ordinary integrals.
In addition, Zhiji promises a free benefit package of 3,000 kWh every year, and if the user can't use up 3,000 kWh of electricity for a year, he can also convert the balance into crystals. There are two options for the warranty of the whole vehicle, you can choose the lifetime warranty directly, or you can choose 8 years and 240,000 kilometers, if you choose the latter, you will be accompanied by an additional 20,000 crystals.
"In general, whether it is from the product, service, data rights, including the future value imagination space provided by rough, we are unique in the current industry, and it is difficult for other brands to compete." Liu Tao said.
And the rights and interests provided to consumers are also because Zhiji Automobile is supported by saic group system capabilities behind it.
Since the beginning of the layout of the new four modernizations in 2014, SAIC Motor has successively laid out forward-looking technology centers, such as Jieneng, Jie Hydrogen, Artificial Intelligence Laboratory, Zero Beam Software Company, etc., all of which are at the forefront of technology. At the same time, SAIC Motor has also introduced external cooperation to provide all-round technical support and anti-risk capabilities for the development of intelligent new energy vehicles through cooperation with Alibaba, Huawei, CATL, etc.
For example, in this round of new energy vehicle price increases caused by the power battery supply chain, chips and other price increases, Zhiji Automobile can still stand still in terms of pricing, according to the established plan. These are the bases where Zhiji Automobile has the ability to catch up later.
Yuguan Car City was founded by Yu Linglin, an automobile reporter who has been in the industry for more than ten years, all articles in this public account are original, and only represent personal views, copyright, please contact the author's public number for reprinting: 2844125311, and can be reproduced with consent, and please indicate the source and author.
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