Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Yellow Beats
Reports from The GreatAuto
After the big wave of sand and sand, the domestic new energy market pattern will be rewritten again!
The reason why traditional luxury brands can dominate the domestic automobile market for many years, in addition to the advantages of product strength, rely on nothing more than value marketing, in the past few decades, for luxury brands, especially for BBA, "arrogance" seems to have become a privilege given to them by the market.
However, with the gradual maturity of the automobile industry, the attack on high-end has become the primary task of some independent brands in recent years, from the tanks, Lynk & Co and BYD launched by traditional car brands, to the new car-making force "Wei Xiaoli", etc., and then to the new energy brands created by traditional brands, such as Lantu and Zhiji, all of which are working towards this goal.
For the last two, with the technical endorsement of traditional car companies Dongfeng and SAIC, they have more confidence to impact the high-end, and zhiji L7 has let everyone see that in the field of domestic pure electric vehicle segmentation, it is not only a product, but also a "tide" that leads the development of the industry.
After a year and three months, the Zhiji L7 project was finally implemented.
In January 2021, the newly established Zhiji Automobile officially released two of its mass-produced electric vehicles, and then at the Shanghai Auto Show in April, Zhiji Automobile officially announced the model name of the L7, and at the end of December of the same year, the Zhiji L7 Beta Experience Version was delivered at the Lingang plant of SAIC Motor Group. In the past year, the behavior of Zhiji Automobile has allowed everyone to see the zhiji automobile from existence to non-existence, and also let the market see the advantages of car manufacturing behind traditional car companies.
On April 17, after announcing the price and configuration of the Zhiji L7 Pro on March 29, Zhiji Automobile chose to announce the price and configuration of the Zhiji L7 Dynamic Edition model in Shanghai. 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. If it weren't for the shanghai epidemic, Zhiji L7 Dynamic would have had a grand launch, but instead it was a concise and concise online conference. The official listing of Zhiji L7 has undoubtedly shocked the reaction in the domestic new energy market. At this point, Zhiji L7 officially joined the "high-end bureau".
Both into the "high-end bureau"
What is the "killer weapon" of zhiji L7?
For a "technical controller" like me, the design of a car has never been a part of my care, but I have to admit that design is an important factor in highlighting whether the model is luxurious, and for most consumers, design is also the first step in their understanding of luxury.
The design of zhiji L7 has played a certain auxiliary role in highlighting its degree of luxury, and the streamlined body and exaggerated front face design are the embodiment of its luxury level.
In the car of zhiji L7, it chose the same design route as the new car-making forces, that is, the sense of science and technology. According to the official statement, the Zhiji L7 is equipped with a highly high-tech "immersive smart scene screen", including a 26.3-inch 4K level giant screen for the main driver that can be lifted and lowered independently, and a 12.3-inch co-driver and a vertical screen in the central channel of 12.8 inches, and the resolution of these two screens can also reach the 2K level.
It is no exaggeration to say that dynamic performance has not been the advantage of the new forces of independent brand car manufacturing in recent years, although they can run fast and have an extremely rapid acceleration level, but more often, they will only leave people with the impression of "silly and fast". But the Zhiji L7 is more perfect to break this shackle.
Like the new car-making forces, the performance of the Zhiji L7 is also very strong, it is equipped with the power configuration of the front and rear dual motors, the combined maximum power is 425kW, and the peak torque is 725N·m, making it easy to enter the "3-second club". With the help of Brembo high-performance calipers, the 100 km / h braking distance of zhiji L7 is only 32.69 meters, and the acceleration and braking performance will be far behind the luxury brand fuel vehicle at the same price.
The difference with the new forces of car manufacturing is the dynamic control of Zhiji L7, the suspension structure of the front double wishbone + rear five connecting rods made of all aluminum, and it is clear at a glance that Zhiji L7 is a four-wheel drive system based on rear axle drive, and the material of all aluminum alloy effectively reduces the under-spring mass, making driving more controllable. The professional tuning of the Williams team has further endowed it with excellent manipulation genes.
In terms of product strength alone, Zhiji L7 seems to be ready to attack high-end.
Rely on product power alone
Can it sustain the ambitions of the intellectual self?
In the Chinese auto market, no matter what car brand, if you only rely on product strength to "hit the country", then the difficulty can be imagined. The reason why luxury brands can become luxury brands, product strength is indeed a very important factor, but as important as product strength, it is brand value marketing.
Unlike BBA and other second-tier luxury brands, Zhiji, as a brand newly born brand, can be said to have almost no mass base in the Chinese auto market at this stage. In the process of this independent brand impacting the high-end, Zhiji seems to be a little late. Prior to this, after Changan and Huawei and The Ningde era together to build a high-end new energy brand, it set off a prelude to the high-end attack of its own brands in China, and after that, Geely Extreme Kr, GAC Aean and Dongfeng Lantu have gradually completed brand independence and launched mass production models.
The picture shows the Polar Fox Alpha S
In addition to the later entry time, Zhiji L7 will also face a large number of "master-like" competitors, which is also one of the main reasons affecting its hot sales.
In addition to Tesla and "Wei Xiaoli", traditional luxury brand fuel models will also put pressure on zhiji L7, in addition, the Volkswagen Group and General Motors Group, which will soon be transformed in the future, will also have an impact on Zhiji L7 to a certain extent.
Finally, in terms of price, the official price range of Zhiji L7 is 36.88-40.88 million, which undoubtedly covers the price range of most luxury brand main sales models, and for potential consumers at this price point, compared with the traditional luxury brands whose brand value marketing is successfully rooted in the hearts of the people, how many people will pay for a new brand that is "not deeply involved in the world"?
Consumption upgrading + new energy development and transformation
The Zhiji L7 is still expected to attack the high-end
As we all know, a large part of the reason why independent brands choose to go up to the brand depends on the consumption upgrade of the Chinese auto market. Judging from the sales information released by the China Automobile Association in 2021, under the environment of lack of cores, the top three BBA companies have still achieved excellent results, and even second-tier luxury brands such as Volvo and Cadillac have also achieved gratifying results in 2021. For high-end brands of new energy such as Zhiji, the advantages are more obvious, in addition to the spring breeze of consumption upgrading, the transformation of the development model is also good.
After several years of development, the new energy industry has successfully changed from policy-driven to market-driven, showing a comprehensive improvement in market scale and development speed, which has also laid a solid development foundation for the high-end process of Zhiji L7.
In addition, although at this stage, many independent brands have been increasing the research and development of new cars, but so far, there are not many products that can really face the zhiji L7 in the field of medium and large cars, and after careful comparison, it can be found that it seems that Weilai ET7, Ji Fox Alpha S, Extreme Kr 001 and BYD Han can be qualified to meet zhiji L7, and compared with the above models, zhiji L7, which is mainly based on luxury driving control, has a unique advantage. Therefore, at this stage, Zhiji L7 can give it a go.
Write at the end:
Young people who know that they have no hope of becoming "capitalists" are gradually eager to return to the "proletariat" and have the big dream of "the clouds and the breeze are light through the afternoon sky, and the flowers are with the willows over the river", a phenomenon that is now called "lying flat". For car companies, lying flat is the worst symptom. After the listing of Zhiji L7, Zhiji not only did not lie flat, but continued to exert efforts in after-sales service, and the current sales outlets have covered the capital cities and key cities of the country, making preparations for enhancing popularity.
Finally, as for whether Zhiji L7 can successfully impact the high-end and occupy market share, it is currently impossible to cover the conclusive conclusion, but the combination of Zhiji L7 is punched down, to a certain extent, it means that it opens the door to a new world, and at the same time wins chips for itself, as long as Zhiji can do a good job in brand value marketing in the future, then the future will be bright!
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