Recently, the new energy vehicle market has been hot, from the price war at the beginning of the year to the launch of Xiaomi SU7 at the end of March, which has aroused the attention of many consumers. A few days ago, the Zhiji L6, which was the first to be equipped with a solid-state battery, also caused a lot of controversy. It is reported that on the evening of April 8, this new car will usher in the official release.
According to the official information released by Zhiji Auto, the Zhiji L6 is not only equipped with the industry-leading "ultra-fast charging solid-state battery 1.0" for the first time, but also a "quasi-900V ultra-fast charging solid-state battery", and its CLTC pure electric range will exceed 1000km.
Although the concept of solid-state batteries has been well known in previous years, there is still a long way to go to implement it in mass production models. Therefore, many consumers have also encountered a lot of doubts when they saw the news that Zhiji Auto announced that "solid-state batteries" were mass-produced and put on the car. Even Zhao Changjiang, general manager of Denza's sales division, posted on Weibo that at this time, "the promotion of semi-solid-state vehicle batteries is playing with words", but he later deleted the Weibo.
Interestingly, according to the purchase tax exemption catalog, the Zhiji L6 will be available with 90kWh and 100kWh capacity batteries, with a range of 700/720/750/770km respectively, and the range is not yet 1000km.
Now some industry insiders have revealed that the "solid-state battery" carried by Zhiji L6 is actually a product launched by SAIC and Qingdao Qingtao, which is not a well-known battery brand manufacturer, and it is also semi-solid. In addition, many bloggers who have test-driven the Zhiji L6 in advance also said that it is not equipped with an all-solid-state battery.
Zhiji Automobile is now deliberately removing the word "half" from "semi-solid-state battery" at the time of communication, which can be said to have ulterior motives. You know, now with the intensification of competition in new energy vehicles, the "arms race" of major car companies has also been white-hot, if the launch of new cars does not exceed the advantages of consumer expectations, then it is bound to drown in the torrent of the automobile market.
In addition, it is worth mentioning that the "quasi-900V ultra-fast charging" mentioned by Zhiji L6 in the communication is also suspected of "rubbing the edge". You know, most of the new cars released by major car companies today are concentrated in 800V fast charging, even if the 800V high-voltage platform of Xiaomi SU7 has reached 871V, it is also claimed to be an 800V platform. And the "quasi-900V" advertised by Zhiji L6 is somewhat overhyped.
In fact, the spread of Zhiji Auto's "outstanding" blog is nothing more than to increase the exposure of Zhiji L6, so that consumers can pay more attention to this new car, and then convert it into orders. However, if there is a lack of basic "sincerity" and various routine consumers, then it is bound to form a backlash against the brand. You must know that before that, Liu Tao, CEO of Zhiji, had violations such as high-speed illegal parking, lane change without lights, compaction line, and speeding in order to publicize the new car.
Although the monthly sales of Zhiji Automobile successfully exceeded 10,000 in December last year, its sales in January 2024 were only 5,001 units, and in February it was only about 2,000 units. In particular, the sales of the Zhiji LS6, which was launched last year, have plummeted, with only 1,491 units sold in February.
While sales have declined sharply, the number of complaints about Zhiji Automobile has soared, especially the main sales model Zhiji LS6 has been complained of audio and video system failure, inaccurate mileage, air conditioning failure, abnormal steering noise, abnormal vehicle noise and other failures. These quality problems also seem to be the main reason for the decline in sales of Zhiji cars.
Write at the end
Now the arrival of Xiaomi SU7 has become a "catfish" in the market, further intensifying the competition in the new energy market. Now, the Zhiji L6 is the first to be equipped with leading technologies such as "solid-state battery" and "quasi-900V ultra-fast charging", which is very important for the future development of Zhiji Automobile. Although technology is certainly necessary in competition, excessive packaging or even the spread of gimmicks will backfire on consumers. This point, Liu Tao, who has suffered losses, must also be very clear.
(This article is originally produced by Wenwu Lane New Media Studio, please indicate the source: Wenwu Lane, the author of this article: Xia Mu, personal opinion, for reference only)