Recently, Zhiji released a new version of dynamic of its L7 model, priced at 368,800 yuan.
From the L7 Pro's 400,000 yuan down to L7 Dynamic's 35+ million yuan, what adjustments have been made to the product positioning of the Zhiji L7, and will it have an impact on the competition in the electric vehicle market?
Friends who pay attention to the Zhiji brand may also be curious: Zhiji L7 pro, L7 Dynamic, and the previous angel wheel booking, A round booking rights, what is the relationship between them? If you want to buy it, which version is more suitable for you?
What is the difference between the newly released L7 Dynamic?
L7 Dynamic is actually the "down version" of the L7 Pro.
Chinese consumers are terrified when they hear the word "decentralization": they don't know how much they have been secretly reduced, and in the end, they may not be able to make a high-end version.
New power brands will not play this set. Compared with the L7 Pro, the L7 Dynamic has neither reduced power nor endurance, nor has it replaced the driver assistance sensor or the car chip.
Minus is the "early adopter" configuration
It's clearly written, it's missing a few "early adopter" configurations: DLP projection headlights, ISC post-cross interaction lights, 20-inch contrast rims, Lake Como solid wood interiors and main-driver electric doors.
These configurations, to be honest, should have been placed in the options. For example, DLP (Digital Light Process) digital projection headlights, consisting of 2.6 million microscopic mirrors that can move independently, can project a wide blanket of light the same width as the car 4-25 meters in front of the car to guide safe passage.
DLP projection headlights can also project patterns or text. In addition to the surprise, the courtesy can also project the sidewalk when giving way to pedestrians, which is very friendly. This belongs to the category of "interaction between the car and the environment", which can be said to be a very avant-garde concept function.
High-tech, concept-forward features like DLP projection headlights are generally launched by the top models of luxury brands in the industry. For example, the Mercedes-Benz EQS is also equipped with DLP projection headlights:
Mercedes-Benz EQS is a million-dollar luxury car, one EQS is enough to buy three or five L7s. Then, potential consumers of Zhiji L7 will think: DLP projection headlights are very trendy, but also very good, I will consider it; but the new technology is definitely costly, you have to give me the opportunity to choose!
Then there is the ISC streamer superimposed front and rear interactive headlights, which are actually high-resolution LED arrays to customize patterns and text. This can actually derive a lot of gameplay, such as confessing to the rear car, warning the rear car not to be too close, mischievously displaying rental advertisements (pay attention to legality) and so on.
The concept of avant-garde functions, highlighting the young personality of the gameplay, but also in line with the brand tone of the Zhiji L7. However, it is still the old saying that new technologies cost money, and consumers want to have the opportunity to choose.
The 20-inch contrast rim and the solid wood interior of Lake Como are similar, and consumers prefer to have the right to choose. Especially for the rim, for the car model L7 with a height of only 1485mm, the 19-inch rim is big and handsome enough, and 20 inches should be listed as an option.
So, the Zhiji L7 Dynamic has come to provide everyone with the right to choose.
The "core configuration" is not less than one
1. Electrification: The three-electric system has not changed
The Zhiji L7 is first and foremost an electric vehicle, and the core configuration definitely covers the three-electric system. The battery pack of Zhiji L7 Dynamic is the same as the Pro version, which is a 93kWh super battery pack jointly developed with CATL, with an energy density of up to 240Wh/kg and a working life of 615 kilometers.
In addition, the front and rear dual permanent magnet synchronous motors of the L7 Dynamic and L7 Pro versions are also exactly the same, of course, the zero hundred acceleration of 3.9 seconds is also the same.
2. It is still the flagship of the driver control
When the Zhiji L7 was first released, it was often compared with the NIO ET7. In fact, the two are very different, and the product positioning is completely different: Weilai ET7 focuses on comfort and has certain administrative attributes; Zhiji L7 focuses on the ultimate driving control.
The Zhiji L7 was jointly tuned by the renowned Williams Forward Engineering team. The team was on the same side as the F1 Williams team, second only to Ferrari in F1 history, and they made six-month real-life tuning of the Zhiji L7's suspension, CDC shock absorbers, four-wheel steering, tire performance matching and anti-roll bar stiffness.
In particular, it is worth mentioning that there is one "early adopter" configuration that has not been reduced, that is, ZF's second-generation AKC rear wheel steering system that can achieve 12.2 degrees of steering in both directions.
It is not surprising that the Mercedes-Benz EQS is equipped with a rear-wheel steering "early adopter" function as a luxury flagship model. So why does The L7 Dynamic insist on keeping this "early adopter" configuration? I think there are two reasons:
Driving control positioning: When cornering at high speed, the rear wheel steering function can effectively control the vehicle's tail and improve the handling limit - from a single function, rear wheel steering is indeed a taste; but it is also part of the ultimate control of the Zhiji L7, so it must be retained. Otherwise, this version is not suitable for naming "Dynamic"!
Daily practicality: Unlike other "early adopter" functions, rear wheel steering is very practical in daily driving, whether it is turning around at the intersection or reversing into the warehouse, so that the 5098mm long car is as flexible as the A-class car, and the value perception brought to consumers is both strong and frequent, and it is a wise choice to retain it.
3. Intelligent: The sensor is the same as the chip configuration
The L7 Dynamic and L7 Pro's perception hardware are identical: NVIDIA Xavier chip + 12 cameras + 5 mmWave radar + 12 ultrasonic radar + high-precision IMU + high-precision map.
The difference in intelligence is not between the two versions of Dynamic and Pro, but between the A-round and angel wheel users: after three years, lidar + Nvidia Orin chip can be upgraded, the angel wheel is free to upgrade, and the A-round user needs to spend 10,000 yuan.
It can be seen that as a smart electric vehicle that focuses on extreme driving control, the zhiji L7 Dynamic has not compromised at all in the three core attributes of "electric", "intelligent" and "driving control". It differs from the Pro version mainly from the DLP projection headlights, ISC post-cross interaction lights, 20-inch contrast rims, Lake Como solid wood interiors and other "early adopter" configurations.
2. Who are the seed users of Zhiji L7?
Automobiles belong to a perfectly competitive market, and the competition in the field of intelligent electrification is even more intense. There is a characteristic of the perfectly competitive market: the evaluation of whether a product is good or not has a lot to do with pricing. For example, there are some mediocre cars on the market, and a drop of 100,000 is a good car.
As the first model of the new brand, the price of 400,000+ has scared off many users. In fact, carefully calculated, the cost performance of zhiji L7 is very high, especially after the Dynamic version subtracts the "early adopter" configuration of DLP projection headlights, ISC post-intersection interaction lights, and Lake Como solid wood interiors.
Is the price-performance ratio of zhiji L7 really high? Too fine account I will not help you to calculate, here are just a few points:
Three-year battery upgrade: 93kWh battery can be upgraded to 115kWh after 3 years. Please note that this is not only an upgrade, but also a replacement for an old battery that has been used for three years! User rights platform CSOP: Angel wheel and A round of users of the rough double growth, in addition to being used to upgrade the battery and intelligent driving system hardware, the future can also be exchanged for what rights and interests are not clear, but as long as it can be changed is earned.
Other benefits: 3000 degrees of free charging per year, free maintenance and delivery of cars for life, which can be converted into a few thousand yuan per year. In addition to the limited offers: main passenger seat massage, Nappa leather seat, Brembo exclusive color calipers, Raphael tea car paint, these add up to 20,000 or 30,000 yuan.
The above are all the benefits that A-round users can enjoy, and the rights and interests of angel wheel users are more.
A rough calculation can be found that the zero hundred acceleration of 3.9 seconds, the endurance of 615 kilometers (upgradeable), intelligent hardware full (upgraded after three years), the standard rear wheel steering, the length of 5098mm, wheelbase 3100mm, the first gear of the face value of the Zhiji L7 Dynamic, priced at the level of 350,000 + is very reasonable.
From this point of view, the competitor of Zhiji L7 is definitely not Weilai ET7, and the individual nomination of Extreme Kr 001 is more appropriate: the new brand of the same traditional car company, the appearance and frame control are first-class, and the mainstream configuration is in the grade of 350,000+.
What do you think?
With sufficient product configuration and more reasonable pricing, the next key question facing the Zhiji L7 is: Who are the seed users? How to further clarify the brand image?
Or another way to ask: for which type of user, the L7 with good driving control, cool appearance, sufficient rights, battery and intelligent driving upgrade is more suitable for him than all other electric vehicles?
After thinking about it, I think the Zhiji L7 seed users are probably like this:
Driving mileage is super high: the Yangtze River Delta area often visits customers by car, and the annual mileage is between 30,000 and 80,000 kilometers, which perfectly matches the two attributes of Zhiji L7's "upgraded battery after three years" and "multi-open bonus rough".
Single-person driving scene: Most of the scenes are passengers for single-driver or co-driver, at this time, the advantages of extreme driving control can be experienced, which can give the driver a stronger sense of control and bring pleasure and confidence. KOC: It is best to koc in the field of electric vehicles, which is conducive to the establishment and dissemination of new brands of zhiji.
brief summary
After the release of Zhiji L7 Dynamic, under the premise of fully retaining the three core attributes of "electric", "intelligent" and "extreme driving control", it came to the 350,000+ level intelligent electric vehicle segment, and the competitiveness was completely enough from the perspective of product configuration.