In 2023, with the continuous growth of China's new energy industry chain, the continuous upgrading of technical strength and intelligent configuration, the new energy market has officially entered the second half, and the competition has become more and more intense. At this time, a product known by the market as "Luckin in the car circle" broke the circle and entered the market, and its listing attracted widespread attention in the industry. On September 21, Ruilan Automobile held the global launch conference of its model Ruilan 7 at Chongqing Lijia Wisdom Hall.
From 117,700, with sincere practice of value inclusiveness
At the beginning of the year, the price war in the automobile market began, so that the price of new energy and even the entire industry models continued to fall. It is true that price reduction can bring growth to product sales for a period of time, but through the appearance of the essence, the decline in the price of many brand models is actually completed by using subparity, and the price reduction through the reduction of allocation is like a double-edged sword, when the user returns to rationality, the market calls for more worthy products after all.
Only through the inclusiveness of value, allowing users to get more configurations and better product experience at a lower price, is the long-term solution to truly win the market. And Rui Lan 7 also confirms this, from the release of the pre-sale price at the Chengdu Auto Show in August, to the announcement of the current listing price, as well as the addition of version configuration models, Rui Lan 7 is not only rolled, but also rolled.
At the launch conference, Rui Lan Auto released a high-end intelligent driving version and lidar option package, making Rui Lan 7 the only model equipped with lidar within 200,000, not only that, Rui Lan 7 also released the cloud chasing Air version - the price of 117,700, which is lower than the cloud chasing version, but the configuration is not reduced, and it is still very sincere.
Whether it is "a lower entry price from 117,700", "a range of about 150,000 and 605KM", or "200,000 models equipped with lidar", in the new energy market that focuses on young models, the emergence of Rui Lan 7 really brings a more worthwhile choice for young people.
In addition to the sincerity of the product, the global launch event also brought us a more attractive policy - retaining preferential benefits such as pre-sale period of 100,000 3 years and 0 interest, and Rui Lan 7 also added a 6-year/150,000 km warranty for the first owner, a portable DC charging gun, a 2,000 yuan optional fund and other surprise benefits.
The response of the market is always the best embodiment of the value of the product, Rui Lan 7 after the opening of the listing release channel, to the end of the conference, the order reached 3187 units in 20 minutes, enthusiastic market feedback, fired the first shot of Rui Lan 7 listing, but also pointed out a clearer direction for the market - the market of involution, value inclusive is far easier to win praise than blind premium.
Value inclusion is easy to say from the mouth of the brand, but it is a long way to go to be truly recognized by users. However, as a "product grown from user demand", Rui Lan 7 has been praised by many test drive users in just one month from pre-sale to launch, as the booking users of Rui Lan 7 at the launch conference said: "It is very economical to buy a car for hundreds of thousands and have any configuration." At the delivery ceremony of the world's first owner of Rui Lan 7, the first owner Wang Yilang also gave a positive answer for Rui Lan 7.
Whether it is the market port or the user's perspective, Rui Lan 7 has handed over an excellent answer. This stems from its thorough insight into young user groups, and even more from its hard power of "Luckin in the car circle".
Sincerity comes from the hard power of "Luckin"
As the high-profile "Luckin in the car circle" some time ago, Rui Lan 7 dares to roll and roll to fly, which is not an empty marketing gimmick, but also stems from its own hard power.
At this listing conference, Rui Lan 7 also officially released the high-end intelligent driving version of the lidar option package, this 125-line ultra-long-distance high-precision lidar will also bring users a comfortable and intelligent driving experience - compared with pure vision solutions, lidar has absolute advantages in anti-glare, extreme road conditions, and extreme weather.
Not only that, 5 4D millimeter wave radars, 12 ultrasonic radars, and the "Geely Future Planetary Constellation" space-earth integrated low-orbit satellite assistance allow Rui Lan 7 to have more than 20 high-end intelligent assisted driving functions - whether it is congestion and complex urban road conditions or bumpy suburban roads, it can identify the surrounding environment and give feedback in a more timely manner, truly realizing the real-time protection of the trinity, bringing users a calmer, more secure and smarter driving experience.
At the level of car machines, which young people attach great importance to, Rui Lan 7 wants to think about what users think and create what users need. China's first automotive-grade 7nm cockpit chip Longying No. 1, with strong computing power, makes the smoothness of the car comparable to the flagship mobile phone; The class-leading 2.5K resolution 15.4-inch high-definition retinal central control screen, fearless of strong light, and the 50-inch giant screen AR-HUD provides users with a broader field of view and richer content display.
In terms of battery life, Rui Lan 7 has also made great efforts, linear wide-body shape plus slip-back style, and integrated hidden door handles, streamlined mirrors, low wind resistance closed rims and many other detailed designs, so that Rui Lan 7 has a class-leading wind resistance coefficient of 0.238Cd, greatly reducing energy consumption - on new energy vehicles, Every 0.01Cd reduction in wind resistance will directly increase the cruising range by 5-8km, which makes Rui Lan 7 have lower energy consumption while ensuring visual beauty, so that this new energy SUV of less than 150,000 can reach a rare 605km cruising range in its class.
As an exclusive car for young people, the Blue 7 also has the power to be on call. The Brilliant Blue 7 is equipped with a 180kW high-performance liquid-cooled motor with a peak torque of 385Nm. In addition, its stepless DIY rear drive can also be customized through the four modules of braking mode, steering power, power response, and energy recovery, providing users with personalized adjustments, which means that owning a Rui Blue 7 is equivalent to having a variety of different driving experiences.
Based on sincerity, every step is ahead
Young people who have grown up in the new era have unique consumption views, they have independent consumption propositions, and they hate routine consumption, but at the same time, they also want to be noticed, communicated, and recognized, so when sincerity becomes the cornerstone of brand and product dialogue with young people, they can be more recognized and accepted. And Rui Lan 7 is such a product without routines, it stands in the perspective of young people, gives enough and makes young people less burdened.
The sincerity of Rui Lan 7 is reflected in the fact that it is with young users to achieve value inclusiveness with "equal rights in science and technology", and it is more reflected in its refusal of bells and whistles and technical show, rooted in the market, truly creating high-quality and practical products from the demand level, and leading every step. Undoubtedly, the sincerity of Rui Lan 7 is user-oriented to the market, and its listing will inevitably open up a new pattern of China's new energy vehicle market, so that this involuted market rolls up a new path, and also allows young user groups to have more worthy choices.