ZEEKR 007 taught Xiaomi SU7 a lesson

Introduction: Why is ZEEKR 007 still able to take it calmly in the face of the traffic harvesting of Xiaomi's car?

Unexpectedly, when Lei Jun led Xiaomi Auto to pay tribute to others, he was taught a lesson by ZEEKR 007.

1) 75 hours of offense and defense swapping

At 9:00 on December 25, 2023, Lei Jun, founder, chairman and CEO of Xiaomi, officially announced the date and specific time of Xiaomi's automotive technology conference on his Weibo.

At this time, there are still 58 hours before the launch conference of ZEEKR 007.

What's even more embarrassing is that this also means that the launch of ZEEKR 007 will be completely surrounded and covered by Xiaomi's car conference from pre-heating to follow-up. In the era of "traffic is king" on the Internet, it seems that ZEEKR 007 has not yet been listed, and it has encountered a strong competitor who is good at harvesting traffic.

At the press conference, after the two mid-range models of ZEEKR 007 were announced for 229,900 yuan, An Conghuiyun, CEO of ZEEKR Intelligent Technology, asked lightly, "Is this okay?", and then threw out a starting price of 209,900 yuan. King fried the audience!

About 17 hours after the announcement of the price of Extreme Krypton 007, Xiaomi Auto showed its sword for the first time, and in the face of the shouts of the audience for the price, Lei Jun responded helplessly and urgently: "Don't call 90,009, it's impossible", "140,009 don't need to talk about it anymore".

At the same time, in the capital market, with the listing of ZEEKR 007, Geely Automobile's share price rose 1.67% on the same day and rose 6.69% the next day, while the share price of Xiaomi Group fluctuated downward with Lei Jun's explanation on the stage, and finally fell 0.25% on the day when the three major domestic stock indexes rose comprehensively, and the decline further expanded to 4.18% the next day.

In an instant, offense and defense are reversed. Why is it that in the face of a master of traffic harvesting like Xiaomi Automobile, ZEEKR 007 can be calm?

To make mobile phones and white goods, Xiaomi may be okay, but to build cars, I'm afraid ginger is still old and spicy.

2) Ruthless characters with few definite words and high ambitions

It is often said that the fewer the predicates, the higher the ambition.

At the launch conference of ZEEKR 007, the most eye-catching sentence was "the king of pure electric cars".

In the new energy vehicle market, which is constantly being rolled out of new heights, the one who can shout this sentence is destined to be a ruthless character.

In fact, looking back at the early warm-up and pre-sale of ZEEKR 007, there are not many surprises. First of all, the pre-sale price of 229,900 yuan announced by the Guangzhou Auto Show could only be regarded as decent under the siege of a number of new energy vehicles of other brands and Hongmeng Zhijie at that time. A video of ZEEKR 007 and Tesla's four models of acceleration released at the same time has also been questioned and even ridiculed by a lot of public opinion.

And as mentioned at the beginning, many media and industry practitioners at the launch conference of ZEEKR 007 have actually participated in the preemptive shooting activities of Xiaomi SU7 before this, and they are very optimistic about the press conference of Xiaomi cars a day later, but due to the confidentiality agreement, the two sentences on the lips of many people are "Xiaomi is worth watching, there are different things", "Although Xiaomi will not release the price tomorrow, it will definitely not be cheap, the cost is too high".

This makes many people a little absent-minded at the beginning of the ZEEKR 007 launch conference, in the face of Xiaomi SU7 with cross-border and late-mover advantages, ZEEKR 007 "The new king should stand" slogan, will it become an emperor dream of only 17 hours?

3) Precise blocking of Xiaomi SU7

Obviously, ZEEKR 007 came prepared and launched 5 models with different configurations, and the price of 209,900-299,900 yuan completely covered the price range of 200,000-300,000 yuan.

According to the statistics of the National Passenger Car Market Information Association, this is the market space with a stable proportion and ranking among the top two in the sales structure of pure electric passenger vehicles in China in the past five years.

On the one hand, ZEEKR 007 is equipped with a standard 800V high-voltage system and a series of ZEEKR's self-developed latest technologies to disrupt the situation in a high-profile manner.

On the other hand, even if Xiaomi SU7 is assumed to be sold at 199,900 in the future, ZEEKR 007 also has an entry model with only 10,000 yuan, with a series of rights and interests to accurately block it.

What's more interesting is that Xiaomi, which likes to spell parameters, is equipped with a 101kWh power battery on the SU7, which seems to have a 1kWh lead, but it still can't avoid releasing a 73.6kWh version.

ZEEKR 007 has launched a car purchase policy for users who purchase 75kWh, and users who make a decision on or before January 31, 2024 can enjoy an upgrade of 20,000 yuan to a 100kWh battery.

One more point, Lei Jun complained for his colleagues at the press conference that he gave up Ferrari because the color he chose was too expensive, so Xiaomi SU7 is free of all colors. The above-mentioned ZEEKR 007 subscribers can have optional colors worth 8,000 yuan for free.

4) The ZEEKR brand has completely become a plus

Any established brand can and should be a plus for its new products.

In the author's opinion, the ZEEKR brand has brought brand bonus points to ZEEKR 007 from three dimensions.

In the early part of the ZEEKR 007 launch conference, An Conghui proudly introduced the achievements of the various models currently on sale of ZEEKR Motors: ZEEKR 001 won the sales champion of pure electric models of more than 300,000 yuan, ZEEKR 009 was the sales champion of all categories of MPVs of more than 500,000 yuan, and ZEEKR X was delivered only 6 months ago, becoming the sales champion of Chinese brands of compact models of more than 200,000 yuan.

Sell a lot but not out of the ordinary.

After introducing the sales performance of various models on sale, An Conghui used a set of concise and powerful key elements to make people realize that while achieving sales results, ZEEKR still adheres to the attitude of "not making boring cars".

In this way, ZEEKR Automobile's "subverting every market segment" has changed from a slogan and goal to an achievement and reality.

Keeping the bottom line of safety, luxury positioning can not be broken. Compared with the promise of "no fire, no explosion" often put forward by many brands when launching new energy products, ZEEKR Automobile has always maintained a performance of zero spontaneous combustion while continuously breaking through new highs in sales.

From the 150,000 units announced in September with 0 spontaneous combustion, to the 190,000 units with 0 spontaneous combustion when the ZEEKR 007 was launched. Between promise and achievement, consumers make their own choice.

Views of AutosKline：

Once on the eve of the technology conference, when several billboards in prime locations were chartered to pay tribute to some traditional car companies and new car-making forces in turn, Xiaomi probably never expected that the ZEEKR 007, which was launched at almost the same time, would teach itself a lesson.

Those media and practitioners who were almost bluffed by Xiaomi SU7 at the launch site of ZEEKR 007 can pay more attention to the actual performance of ZEEKR 007 after the delivery on New Year's Day.