It is difficult to have a market for a price reduction of 30,000, where is Jiyue 01 Road?

Text/Hughes

In today's new energy vehicle market, various brands are emerging in an endless stream, and many technology companies have also begun to build cars, and Baidu has teamed up with Geely to launch a new car brand, Jiyue. As the only car supported by Apollo's high-level autonomous driving capabilities, Jiyue 01 should have good strength, but it can be reduced by 30,000 yuan in one month after it was launched.

The fastest price cut in history?

As a car brand created by tech giant Baidu and Geely, it is difficult to describe the performance of the new car after its launch. On October 27, 2023, Jiyue 01 was listed in a high-profile manner, and the price at that time was 249,900-339,900 yuan. 24 hours after its launch, the official said that the order volume of Jiyue 01 reached 15,000 units, creating a quite hot scene. However, it was soon slapped in the face by reality, and the actual monthly sales of the Jiyue 01 for one month were less than 500 units.

On November 30, the whole series of Jiyue 01 models dropped by 30,000 yuan, becoming one of the fastest price reduction models in history. The long-range ternary lithium battery option package (100kWh) will be reduced by 10,000 yuan, and the new price will be 219,900-309,900 yuan. For old users who have already picked up the car, Jiyue will give a cash compensation of 30,000 yuan for the price difference according to the price of the model.

And the ultimate reason for the price reduction is that it is too expensive, and it has to stimulate sales through price reduction. First of all, as a model that focuses on Apollo's high-level autonomous driving, it costs an additional 49,900 yuan (19,900 yuan for a limited time) to experience this function.

It is worth mentioning that the automatic driving of Jiyue 01 is not added by lidar, with 28 sensors such as cameras and millimeter wave radars, plus 2 NVIDIA Orin-X chips with AI computing power 508 TOPS, to achieve the first "pure vision" high-end intelligent driving technology solution in China.

High-end autonomous driving without lidar is also unknown whether it is good or not in practice, whether there are potential safety hazards at high speed, and consumers are not too likely to try it rashly, and the price of the high-end version is so high, it seems that it is unreasonable not to give a lidar.

The entry-level 71-degree lithium iron phosphate battery has a range of 550 kilometers, which is decent in today's models at the same price, and does not have the advantage of price, and in the current era of 800V platform everywhere, Jiyue 01 still uses 400V platform, and there is no cost performance at all. As a result, consumers did not buy it, and a large number of users who booked also unsubscribed.

The market is fiercely competitive, and it is difficult to reduce prices

In the author's opinion, today's automobile market is seriously involuted, and you are not the only one who has reduced the price.

After the price reduction of Jiyue 01, Jikrypton 001 also opened the discount, plus rights and subsidies, now the landing price of the entry WE version of the 100-degree battery has come to the 250,000 level, and the air suspension and Yamaha audio are also sent, compared with the version of the Jiyue 01MAX 100-degree battery pack The price is lower, and the cost performance is stronger, and the Jiyue 01 is tantamount to being stabbed by the same brother.

In addition, there are strong opponents such as Xpeng G6 and Zhiji LS6, and it is not easy to get a share of the cake from their hands. If Jiyue 01 wants to stand out from many competing products, only by putting the price below 200,000 yuan can it have a chance.

Lack of brand power

As a new brand, Jiyue Automobile has limited popularity. Although it is backed by the big brand Geely, many consumers don't know it at all, and compared with most of the car companies on the market that have passed the test of the market, the influence is too low to be recognized by consumers.

In addition, in today's car market, it is difficult to have a way out without marketing, look at NIO, the ideal marketing ability, and their CEO also has its own traffic, Jiyue in this aspect, it feels more like a traditional car brand.

Write at the end:

In general, after the price reduction, Jiyue 01 may be able to increase sales, but it is still unrealistic to completely revitalize, and the price after the price reduction of 30,000 yuan is still higher than most competing products of the same level. There is no advantage in price, and the brand power is slightly insufficient, so it is difficult to compete with other popular players, and perhaps the price reduction to less than 200,000 is the way out.