Lead
Introduction
Regardless of the final market performance, this subversion of the new to the old is undoubtedly the best entry declaration of the Zhiji L7.
Author 丨 Li Sijia
Responsible editor 丨 Cao Jiadong
Editor 丨Zhu Jinbin
If you mention the top luxury cars, the BMW 7 Series must be an unavoidable model. As the only model in the history of BMW's car manufacturing that has not been renamed and constantly updated, this series has ushered in its glorious era in the full-size luxury market since the replacement of the E3 sedan with the E23 code name in 1997.
Today, the BMW 7 Series is not only the world's largest top luxury car with the Mercedes-Benz S car, but also a reference object for major car companies to brew their own "ceiling" models. This is true even in the coming era of electrification.
Products such as Weilai Automobile's ET7 and Xiaopeng Automobile's P7, which are known as "domestic BMW Seven Series", not only open a new round of competition for the brand in the name of "7", but also mean to take the high-end route and expose ambitions.
Today, zhiji L7 also participates in the product camp named "7" with the mission of the brand's first model.
One year, Zhiji L7 finally landed
On January 13, 2021, Zhiji Automobile unveiled the world's first two mass-produced fixed-model electric vehicles; in the following April, this mass-produced version of the model was officially unveiled and announced its official name - Zhiji L7; on December 26 of the same year, the Zhiji L7 Beta Experience Version was delivered at SAIC's Lingang plant.
From the initial debut to the product naming, to the test of the off-line, this year we witnessed the birth of the Zhiji L7, but also witnessed the zhiji automobile jointly funded by SAIC, Zhangjiang Hi-Tech and Alibaba, from scratch, gradually into the high-end new energy track process.
It is also witnessing the Zhiji car coming step by step, which makes the listing of the Zhiji L7 seem extremely natural yesterday.
Since it is a brand new product of a new brand, from price to performance, from design to interior, from power to technology, it is natural for the market to pay attention.
In terms of price, in addition to the price of the Zhiji L7 Pro version of 408,800 yuan, the product listing also added a new model - Dynamic Edition, with a price of 368,800 yuan.
In terms of design, the Zhiji L7 is relatively close to most of the current class; abandoning the traditional grille, the light group shape is eye-catching, and the black area and tail on the outside, the Zhiji L7 also integrates 2.6 million pixel DLP and 5,000 LED ISC. The new car has a length, width and height of 5098× 1960×1485mm, and a wheelbase of 3100mm.
In terms of interior, Zhiji L7 adopts Dalian screen design, instrument + central control 26.3 inches, co-driver 12.3 inches, central channel vertical screen 12.8 inches. It is worth mentioning that the two large screens on the center console have the function of lifting and lowering. In addition to the three giant siamese screens across the center console, there is also a large screen below, and the resolution can reach more than 2K level.
In terms of power, the Zhiji L7 Pro version is equipped with dual motors in front and rear, with a combined maximum power of 425 kW, a peak torque of 725 N·m, and an acceleration time of 0-100 km/h of 3.87 seconds. In terms of battery life, the new car is equipped with a battery pack with a capacity of 93kW/h and a cruising range of 615km.
At the same time, the new car is equipped with a wireless charging module, the maximum charging power of this function can reach 11kW chassis, Zhiji Automobile and Williams chassis tuning team cooperation, for the production model is equipped with the front double wishbone + rear five connecting rod of the all-aluminum suspension structure, but also equipped with rear wheel steering system and electronic control suspension. The new car is equipped with a four-wheel drive system with a rear axle-based drive system.
Thanks to the Brembo high-performance caliper, the Zhiji L7Pro version has reached the shortest braking distance of 32.69 meters in the same class for 100 kilometers. In addition, the Zhiji L7 rear wheel can achieve a large steering angle of 12 degrees in both directions, and according to the speed and steering wheel angle, the rear wheel deflection angle is accurately calculated and automatically adjusted by the software, which greatly improves the driving stability and handling flexibility of the vehicle.
In addition, it also includes four-wheel steering full drive system, customized black label straight waterfall oil-cooled motor, WAE Williams master chassis, millisecond-level full-road condition electronic control intelligent damping suspension, 93kWh large-capacity ultra-thin battery... In terms of product strength alone, Zhiji L7 seems to be ready to rush into the track of high-end new energy vehicles.
But it is not difficult for Zhiji L7 to achieve a new model, that is, a blockbuster.
The test of the L7
This is not a denial of the Wisdom L7.
On the contrary, as a latecomer, Zhiji L7 has achieved the ultimate to a certain extent. It has surpassed the competitors of the same level in hardware configuration, sense of science and technology, tuning and even power parameters, but the excellent product strength cannot guarantee the hot sales of zhiji L7.
One of the reasons is the complexity of the current market environment and the astonishing speed of change.
Since Changan Automobile announced that it would jointly build a high-end new energy vehicle brand with Huawei and Ningde Times the previous year, it has set off a high-end dispute between traditional automobile companies. In the following time, Dongfeng Lantu, GAC Ean, Geely Kr, etc. have successively completed brand independence and launched new products, from the original PPT to the sales table.
Compared with most of them, Zhiji Automobile has lagged behind in the speed at which products can enter the market.
Not to mention that as a late entrant, Zhiji L7 is bound to face many competitors in the market, in addition to new forces such as Tesla and Wei Xiaoli, but also face the impact of the transformation of traditional car companies such as Volkswagen and GM. Considering the price range, even on the list of competition, it is necessary to add the sticking of luxury brand fuel vehicles such as BBA in the high-end market.
The second is the product price problem corresponding to the brand influence.
As we discussed, the listing of Zhiji L7 means that the first product of Zhiji Automobile has officially rushed into the high-end new energy track, which is of great significance to the brand. However, the competitiveness and market feedback of Zhiji L7 will also become the key to whether Zhiji Automobile can play a good role in market performance, and the price issue cannot be described as insensitive.
36.88-40.88 million yuan is undoubtedly a figure covering the price range of most of the main models of luxury brands, and it is also the approximate price range of many products named "7". In this range, compared with the success of some luxury brand products for a long time, whether consumers are willing to buy for a "world-related" car brand is still unknown. In the eyes of relevant people, the price will be the main resistance to the performance of the Zhiji L7 Pro market.
In summary, the pressure of zhiji L7 is self-evident. Then the Zhiji L7 has no chance at all?
Nor is it.
Although many independent brands have increased their research and development efforts for new energy vehicles. However, looking at the domestic market, in fact, more car companies mainly start to lay out the new energy industry with compact models, and in the field of medium and large new energy cars, byythi Han, Jihu Alpha S, JiKr 001, Weilai ET7, and Zhiji L7 are on sale.
Fewer competitors mean consumers have more focused options when buying their class. If you can use your own advantages to open up the gap with other models and other brands at this time, and achieve dislocation competition in advantages, the Zhiji L7 can let go of a battle.
In addition, at the press conference, Zhiji Automobile announced the record of Zhiji L7 continuous drift of 1 hour and 6 minutes, 258 laps, and 43.646 kilometers, successfully removing the new crown with the longest drift distance. This world record, which considers the overall performance of the car's handling, was previously broken by the Porsche Taycan in August 2020 at the Porsche Experience Centre (PEC) in Hockenheim, Germany.
As a traditional luxury car brand, Porsche chose to break the "longest drift" world record to prove itself when breaking into the electric track. Similarly, when Zhiji Automobile hits the top of the world on the new track, it also chooses to pick off the crown of "longest electric drift" to speak for itself, from this point of view, Zhiji L7 and the former wrestle on the same stage, not only is the strength verification of the world-class performance level of a new model, but also the technical barriers and game rules of China's electric vehicles subverting traditional luxury cars.
Regardless of the final market performance, this subversion of the new to the old is undoubtedly the best entry declaration of the Zhiji L7.
| Li Sijia |
Leader of the anti-parsley alliance and long-time occupier of the first floor of the commune