Zhiji wants to break the traditional value system, does Liu Tao answer the user's questions first? | Qizhi

"There are still some young people who continue to be immersed in the traditional value system built by the BBA, but in my opinion, once the user drives an electric car, the old world cannot go back." Liu Tao, co-CEO of Zhiji Automobile, does not skimp on his views.

Frankly speaking, if Liu Tao is a commentator, such a view is understandable, but as the head of an electric vehicle company, especially when its debut model was just on the market, it seems slightly inappropriate to say such a thing.

Recently, Zhiji Automobile officially announced the "New World Driving Control Flagship" Zhiji L7 mass production debut model - Zhiji L7 Pro priced at 408,800 yuan. On the same day, Zhiji Automobile also officially opened the locking link for A-round users and angel wheel users, and announced the complete "exclusive rights and interests of A-round users" and "special rights and interests of angel wheel users".

According to the official statement of Zhiji, Zhiji L7 Pro is the top performance chassis of Zhiji Automobile in the new world of electrification and intelligentization, which is completely innovated with electrification technology, perfectly drives the innovation of new energy power, comprehensively crushes the century-old performance advantages and game rules of traditional fuel luxury vehicles, and creates the main choice for users to create a new peak of intelligent electric driving control.

Liu Tao himself said, "Electric vehicles are reconstructing the value system of automobiles, and capable companies will definitely get enough market share." Compared with the price of the same configuration, the price provided by the Zhiji L7 Pro is at least 100,000 yuan lower than that of the 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. ”

No matter from which point of view, Liu Tao expresses two meanings: first, Zhiji L7 Pro has extremely high product strength and price advantages; second, Zhiji is a brand that can break the traditional automobile value system.

It sounds confident, but the question is, do users buy it?

It is understood that as early as April last year, the Zhiji L7 opened pre-sale during the Shanghai Auto Show, and the angel wheel version was priced at 408,800 yuan. But until now, angel wheel owners have waited for nearly a year, and have not yet waited for the delivery of the new car.

If it is only a matter of delayed delivery, the user will complain, but zhiji's operation in February this year broke through the bottom line of the user and caused strong dissatisfaction among the user.

In late February, Zhiji announced the allocation, financial policy and delivery progress of L7, but the owners found that Zhiji's "allocation reduction" situation, and the so-called financial policy did not have any sincerity, which caused many car owners to be dissatisfied. The follow-up Zhiji not only did not negotiate and communicate with the owner and solve the problem, but also appeared the behavior of APP deletion, which made many car owners express great disappointment.

According to the statements of the owner user, the specific configuration and actual publicity announced by the Zhiji L7 are very different. Originally equipped with 12 high-definition cameras, it is now reduced to 11; 5 fifth-generation millimeter-wave radars become 4 millimeter-wave radars plus 1 4D millimeter-wave radar; The military-grade ultra-high-precision inertial navigation was directly cut; the vehicle's wireless charging receiver changed from standard to optional.

In particular, the configuration of the vehicle wireless charging receiver, the original official said that it was standard to facilitate the use of supermarkets and various places in the future, but now suddenly became an optional installation of 6,000 yuan. The most outrageous thing is that this module is only a receiver, wireless charging pile up to 12,000 yuan (after equity deduction), wireless charging a total of 18,000 yuan.

As a result, some car owners can't help but ask: Isn't this a disguised subtraction?

These things make many car owners feel bad, so many people post appeals and suggestions in the community. However, Zhiji has deleted all the remarks that are not "praise". Suddenly, Zhiji was also caught in a storm of public opinion.

To this end, some car owners deliberately struck Liu Tao, and Liu Tao did have some replies, but in fact, they avoided the heavy and light, did not hurt or itch, did not solve the actual problem, and the reply was incomplete.

Until the listing of the Zhiji L7 Pro, Liu Tao did not give a reply at the official communication meeting.

Here I can't help but ask, why does Liu Tao dare not face the user's questions?

"When the customer ordered before, Zhiji himself flaunted high-end intelligent cars, and did not enter the mass production state, Zhiji automobile is the function he is developing, or the functions he imagines are published, now no one is good at judging, anyway, casually say it, and there is no real car verification, and can not lead to customer complaints." An industry insider analyzed it.

Isn't this a means of harvesting leeks? The zhiji car, which sounds very beautiful, has become a big cake drawn by Liu Tao for consumers.

Since the establishment of Zhiji Automobile on December 25, 2020, this enterprise jointly built by SAIC Motor, Zhangjiang Hi-Tech and Alibaba Group has attracted the attention of the entire market. Whether it is its objective investment, the resources it has, its strategic positioning, or our subjective high expectations for it, all of them have converged into pressure and motivation and exerted on the head of this enterprise.

But objectively speaking, Zhiji Auto is obviously not good enough now, so Liu Tao cannot shirk his responsibility.

Unlike other marketing experts at the helm of a brand, Liu Tao is a typical product expert, who is very clear about the research and development of Zhiji products, but after consumers have questions, Liu Tao cannot give a professional reply from the product, which is definitely not professional enough.

In fact, for any new brand that has not accumulated, the most dangerous stage is in the empty window period of releasing new cars and delivering products, and the helmsman must tell a good brand story, shape a good corporate image, and do his best to let consumers remember you, so as to obtain the soil for survival.

As Liu Tao does things, his wisdom is in danger.

Write | Water miao

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