On March 29, Zhiji Automobile officially announced that the first mass-produced model of Zhiji L7, the Zhiji L7 Pro, is priced at 408,800 yuan.
There is no doubt that in such a price range, it will face direct competition with the "56E", the three core models of the BBA three giants. "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, co-CEO of Zhiji Automobile, said in an interview with the media. Implicitly, Zhiji seems to have made his goal clear from the beginning: to seize the mainstream luxury car market dominated by the BBA.
Product force is the spear
At least for now, the traditional fuel vehicle luxury market is mainly occupied by the first-line BBA; although there is no shortage of challengers in the new energy field, there has been no real success, even Tesla, it is only after the launch of the Model 3 that the sales volume shows its scale.
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, and the trend of China's automobile consumption upgrading is very obvious. With the core models A6, 5 Series and E-Class in the BBA model, the total sales volume in a month is almost 60,000 units, and the average price is almost 420,000-430,000. Of course, there is also a tax on gasoline cars, and the price of bare cars is 430,000, 440,000, and even sometimes higher. The needs of this segment and the growth of users are naturally self-evident.
So, what reason does an emerging car brand, plus the first model, have to challenge the owner? Liu Tao expressed his point of view: "You may be a new brand, the price is closer to the luxury brand, but the new experience, new value, new performance provided by the new brand, the new configuration includes new technologies, must far exceed the original traditional luxury brand, consumers will give you a choice." ”
In Liu Tao's view, the price of Zhiji L7 Pro is indeed anchored to some users of luxury brands, and their price of 400,000 should be very easy to accept, but on the other hand, it must be necessary to have a product with very strong product power and make a trade-off. From the perspective of configuration, the 400,000 yuan of Zhiji L7 and the 400,000 of luxury brands are completely different concepts.
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.
Liu Tao said: 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. In a sense, the Zhiji L7 Pro is directly compared with a famous luxury brand 5 Series from the performance point of view, and the Zhiji L7 can provide at least 2 times more power. The Zhiji L7 also provides four-wheel steering full drive system, Brembo fixed clamp super system, Pirelli P Zero tires, 180 days + net odor process, including our interior materials and our use of high-tech environmental protection, 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.
"In turn, compared with the new forces, our prices are also more obvious." Liu Tao said, "Compared with the price of the same configuration, the price provided by Zhiji L7 is at least about 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. From what we just talked about is the objective comparison of price and configuration, coupled with the very stunning shape of Zhiji L7, coupled with the understanding of Zhiji L7 for user data rights, a series of upgraded gameplay of rough and crystal, added together, the price is worth it. ”
User service is shielded
As early as March 2020, the "L" project, known as SAIC's "No. 1 Project", was officially launched, with saic motor chairman personally taking command, president Wang Xiaoqiu as the commander-in-chief, and several vice presidents and CFOs and sachinel group chief engineers personally participating. 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.
Backed by SAIC, Zhiji will connect to head public charging operators such as the State Grid and ENERGY replenishment companies such as ANyue Charging under SAIC Group in terms of user experience, with a total of 230,000 charging piles. After the user picks up the car, he can enjoy the charging service of about 443,000 public piles.
"Not only to give angel wheel users and A generation users the best benefits, but also to give them a better experience." 443,000 piles from different operating service providers, payment process, charging service process will be slightly different, so we will be deeply connected with all service operators, so that users go to any network operator charging, clearly know that this pile is good, do not run the wrong road, do not waste time waiting, while the service settlement experience will be very convenient, do not need to switch back and forth between multiple APPS, to provide one-stop experience services. Liu Tao said that Zhiji's planning for energy replenishment is not limited to the charging network: "In terms of energy replenishment methods, we have always believed that the user's demand for charging is not to add a lot of trouble to them and increase the burden." The less effort spent on charging, the better, but it is not simply that the energy recharge time must be short, because in most cases, the vehicle is in a stopped state and a static state. We want to make the user experience to the extreme, the solution we give is wireless charging, so that the user after parking the car, the energy replenishment process begins, even the action of plugging in and unplugging the electric gun does not have to be done. When entering the wireless charging system of Zhiji L7, as long as your wireless charging conditions are available, parking in place to replenish energy begins. It also means that every time you drive away, it's always fully charged. We believe that the wireless charging system is still very attractive to high-end users, which is our thinking. ”
It can be seen that in the attitude towards consumer rights and interests, Zhiji Automobile has revealed its brand power and determination to develop the brand. It is worth mentioning that Zhiji Automobile said that despite the rising pressure of raw materials such as batteries, the prices we have promised for the angel wheel and the A round will not rise. For the overall sales price of the future Zhiji L7, there is no plan to increase the price at present.
In the limited booking of the "A round users" seat, the matching "exclusive rights and interests for A round users" are also fully released on the basis of the original. Among them, the free upgrade benefits of A-round users include free upgrades to Nappa punched front-floor premium leather seats, Brembo one-piece four-piston exclusive color calipers, superior massage seats for the main and co-pilots, and Bavarian semi-aniline leather seats that can be selected for 6,800 yuan in top luxury cars. At the same time, Zhiji Automobile will also open high-end art car paint Raphael tea to A-round users for free to meet the user's advanced aesthetic taste.