When a new technology that theoretically can change the market landscape and bring benefits to consumers is not stable and reliable in reality, it can be used prematurely in marketing communications, which can lead to a series of problems
This is especially true in the automotive sector, where battery technology has become a key constraint on the rise of electric vehicles. Solid-state batteries, as a theoretical, can greatly improve battery performance and change the market pattern
Recently, Zhiji Auto and its head Liu Tao have been embroiled in controversy over the promotion of its so-called "solid-state battery" technology, which has also triggered reflections on the delicate relationship between technological innovation and marketing
In the face of netizens' questions, the response of Zhiji Auto's official Weibo was confusing. They asked meaningfully, "Is the white horse a horse?"
It is an attempt to take the original discussion of battery chemistry to a deeper philosophical level. This blurring of the boundaries between solid-state and semi-solid-state batteries has led to doubts about the sincerity and motives of Zhiji Automotive
Due to technical limitations, the current research and development of pure solid-state batteries is still facing the problem of solid-state electrolyte materials. Its stability is not as good as that of liquid electrolyte lithium batteries, and the technology is still in the laboratory stage
It has been revealed that about 10% of Zhiji's solid-state batteries are wetting agents. So strictly speaking, the much-hyped battery is not a pure solid-state battery
Some netizens expressed their disappointment and anger at this, believing that Zhiji Auto was playing word games to mislead consumers. They pointedly pointed out: "A semi-solid is a semi-solid, and there is no need to be vague." Although Zhiji Auto's response to this was quite philosophical, it was difficult to quell the anger
However, although Zhiji Auto's solid-state battery is not pure solid-state, Liu Tao still has high hopes for it
He emphasized that the first generation of solid-state batteries has made significant innovations in electrochemical structure and materials science, which has subverted the previous technical framework. He said the battery's performance, safety and longevity have been significantly improved, making it a revolutionary innovation
It is understood that the four-wheel drive version of Zhiji Automobile equipped with the first-generation solid-state battery of Qingtao Energy can have a range of more than 1,000 kilometers, which will greatly alleviate the range anxiety of drivers and passengers
In addition, the model also provides an excellent fast charging experience, using a quasi-900V high-voltage platform to supplement the range of 400 kilometers in just 10 minutes, making people full of expectations for the future of solid-state batteries.
However, this debate about solid-state batteries did not end there, but triggered more thinking about technological innovation and marketing, how to balance the relationship between the publicity of new technologies and the actual situation, and how to avoid the negative impact of excessive publicity, has become a problem that every technology company needs to face.