Why can ZEEKR 007 set a low price?

汽势Auto-First|周光军

The words "The best way to pay tribute to your opponent is to transcend" on the big screen are particularly eye-catching. What's more Versailles is An Conghui, who holds an order for 50,000 vehicles, and lowered the final listing price of ZEEKR 007 by 20,000 yuan compared with the pre-sale. The media that has always been stingy gave applause to ZEEKR 007, and the sound of "buy it" resounded at the listing site of Hangzhou Canal Stadium.

Why can ZEEKR 007 achieve a low price of 209,900 yuan?

An Conghui, president of Geely Holding Group and CEO of ZEEKR Intelligent Technology, said that the price of ZEEKR 007 is in place, and it is also a part of consumers buying electric vehicles. This final price takes into account future competitiveness. Rather than reducing the price in the future, it is better to do it in one step, which will also give consumers a reassurance. An Conghui said that if the price of raw materials will not rise significantly in two years, the price advantage of ZEEKR 007 is very obvious.

Compared with the lack of orders from other car companies, ZEEKR 007 has been pre-sold for 40 days before its launch and has already held orders for 50,000 units. The day after its listing on October 27, the orders received by ZEEKR instantly exceeded 10,000. The happiness of ZEEKR is to ensure that we go all out to promote production and ensure delivery.

007 is ZEEKR's first product layout in the electric car segment. Previously, ZEEKR 001, ZEEKR 009, and ZEEKR X, as industry disruptors, have repeatedly won the sales championship in their market segments.

At the ZEEKR 007 listing meeting, An Conghui did not shy away from ZEEKR "coming to subvert the market", and in an hour-long speech, An Conghui used the facts of the data to make Tesla completely stunned. Unlike many car companies that say that Tesla is an opponent, but the actual competitor is other brands, An Conghui only mentioned Tesla during the whole press conference, and rarely mentioned anything else.

The subversion of ZEEKR 007 is not only subverted in price, but also subverted in value.

At the price level, the range price of the five models of 007 is 209,900 yuan-299,900 yuan, especially the starting price of 209,900 yuan. Compared with Huawei Zhijie S7, Chery Xingtu Star Era ES, Tesla Model 3 Renewed Edition, and Xpeng P7i, 007 has a price advantage of 30,000 or 40,000 yuan.

At the product level, the 007 series was born in a high-performance 800V architecture, supporting fast charging for 240km in 5 minutes and 610km in 15 minutes.

In terms of intelligence, 007 was the first to apply ZEEKR's full-stack self-developed high-end intelligent driving solution, equipped with the 8295 intelligent cockpit computing platform, and equipped with NVIDIA DRIVE Orin SoC intelligent driving system-on-chip as standard, so that NZP (high-speed autonomous navigation assistance system) pilot delivery will be opened.

The 007 self-developed 75kWh brick battery model has a maximum cruising range of 688 km under CLTC comprehensive working conditions, far ahead of the lithium iron phosphate battery car in the same class, and the version equipped with a 100kWh Kirin battery model has a maximum cruising range of 870 km, ranking first in the world in pure electric range among mass-produced mid-class cars.

The self-developed gold brick battery and the cast integrated body are two of the many factors that ZEEKR dares to set low prices.

An Conghui said: "To be a smart electric vehicle company, if you want to form competitiveness in the future, the battery is the core and most basic element, which is also one of the moats for the future development of ZEEKR." The progress of technology and the mastery of the core technology of the enterprise, the cost is very important. The technology must be leading, and the cost must be low, in order to form the core competitiveness. ”

The cost advantage of ZEEKR is evidenced by the gold brick battery. Compared with CATL, the price is about 10% lower.

This reminds me of an interview with Honda President Takeo Fukui many years ago, where I asked him about Honda's advantages in entering business jets. He said Honda's business jets are more than 10 percent fuel-efficient than their competitors.

Leaving the listing meeting, ZEEKR 007 "New King Dangli" always echoed in my mind. Price and value are the confidence of 007 to be king.