On April 8, the Zhiji L6 pre-sale conference was opened, with a pre-sale price of 230,000-330,000 yuan.
However, what has attracted more attention than the model and the conference itself is that Liu Tao, CEO of Zhiji, has a "full CUE" of Xiaomi SU7, revealing in and out of his words - Xiaomi, Xiaomi, I want Disney!
At the launch of the new car, Liu Tao, CEO of Zhiji, said that the Xiaomi SU7 Max version uses the electric drive of the front IGBT and the rear silicon carbide module, while the Zhiji L6 uses the front and rear dual silicon carbide electric drive. Subsequently, Pan Xiaowen, the product manager of Xiaomi Automobile, angrily said online: Xiaomi SU7 uses silicon carbide for all products, including the front and rear electric drives, on-board chargers (OBC) and compressors of the thermal management system.
After the fermentation of public opinion, at 23:04 on April 8, Liu Tao, CEO of Zhiji, apologized to Xiaomi Auto on his personal Weibo, and then the spokesperson of Xiaomi Company chased after him and demanded an official apology from Zhiji Company.
At 00:47 a.m. on April 9, @智己汽车官方微博 officially released an apology letter.
However, regarding the apology of Zhiji Automobile Technology Co., Ltd., netizens did not buy it, believing that the apology letter not only did not indent the first line in the form of an official document, but also did not show the meaning of apology, and even the official seal was not signed and dated, which lacked sincerity.
Under the pressure of public opinion, Zhiji Automotive Technology Co., Ltd. once again solemnly gave a letter of apology, which seemed to respond to why the Xiaomi SU7 was advertised to use IGBT modules - first, the Xiaomi SU7 press conference did not make it clear, and second, we thought it was the case after discussion.
In fact, the response does not stand up to scrutiny, but if Zhiji Company logs in to the official website of Xiaomi Auto before the press conference to inquire, from a serious and rigorous point of view, it will not assert the configuration of competing products in this way.
Later, Zhiji's apology letter changed and said that @小米公司发言人's speech was "fierce", "hurtful", and "merciless", which was a bit of a yin and yang weirdness. Who will have good words when encountering something that not only affects the brand reputation, but even affects the sales of the product? Finally, as for whether it is intended to spread rumors, I believe that this session of netizens has their own judgment.
After such an online farce, the attention of Zhiji Automobile, Zhiji CEO and Zhiji L6 has indeed risen, but people only remember and discuss the online tearing of Zhiji and Xiaomi, and the product performance of Zhiji L6 itself has been annihilated in this traffic carnival.
Zhiji L6 is crazy, but the cost performance can't keep up
It is undeniable that from the perspective of technical configuration, the strength of the whole vehicle of Zhiji L6 is not weak, mainly reflected in its "Lingxi" digital chassis, which can bring some more convenient parking and storage, steering and cornering experience. and the "light year" solid-state battery, which can achieve a range of more than 1000km, but only supports the top model, and the final price will be close to 330,000, which means that the vast majority of consumers are not blessed to enjoy.
In addition, from the perspective of the brand, the Zhiji L6 has a magnificent meaning. Since December 2013, sales of Zhiji cars have been declining rapidly, from a peak of nearly 10,000 units to more than 1,400 units. Moreover, according to SAIC's three-year plan for new energy vehicles, to achieve sales of more than 3.5 million new energy vehicles by 2025, Zhiji, as a high-end pure electric vehicle brand that SAIC attaches great importance to, must undertake important tasks, so it seems that there is indeed a lot of pressure.
Perhaps it is the release of the recent decline in sales and the pressure of the group's heavy responsibility, Zhiji CEO Liu Tao's unscrupulous behavior of "touching porcelain" Xiaomi at the Zhiji L6 pre-sale conference is understandable, but it is ungraceful.
Finally, from the perspective of cost performance, comparing the respective base models, the Zhiji L6 Max and the Xiaomi SU7 Max, the latter is more attractive:
First of all, the price is Xiaomi SU7The official guide price is 215,900 yuan, and the lowest pre-sale price of Zhiji L6 is 230,000 yuan, and I believe that the final official guide price will not be reduced by 14,000 yuan. In terms of battery life, the Xiaomi SU7 is 700km, which is 50km more than the Zhiji L6.
In terms of body size, the Xiaomi SU7 is 4997mm long and has a wheelbase of 3000mm, which is also an advantage over the Zhiji L6. But the Zhiji L6 is a hatchback and performs better than the Xiaomi SU7 in terms of height. Battery: BYD's blade battery used in Xiaomi SU7, and Zhongxinhang's battery used in Zhiji L6, although both are lithium iron phosphate batteries, it is obvious that blade batteries have more advantages in popularity, user reputation and industry trust. Active safety image、Interior configuration and intelligent driving functions on the Zhiji L6 has not yet been announced,But the beggar version of the Xiaomi SU7 has basically been fully filled,Zhiji L6Even if it is fully aligned with the Xiaomi SU7,Its battery life、Space and price disadvantages still exist。
Write at the back:
At present, China's new energy vehicles have been quite mature in terms of interior and exterior design, technical quality, and vehicle configuration, and many fresh and strong faces have emerged in the market, such as Wenjie, Zeekr, Xiaomi, and of course, Zhiji. Every brand is doing its best to make their sales higher and develop better. However, business is different from the real battlefield, brand competition must be reasonable and moderate, and there is no lower limit to trampling on friends and misleading consumers, not only can not defeat opponents, but also may provoke fire.
We don't require China's own auto brands to be consistent with the outside world, but there is a basic bottom line, that is, respect for rules and consumers. In the face of such a strong opponent as Xiaomi, Zhiji is still competing unruly, so what will happen to Zhiji in the face of many vulnerable consumers in the future? In the future, we don't know what kind of brand fertility and sales will be given to Zhiji Liu Tao. However, we always hope that China's independent auto brands can live in harmony and create a rational, scientific and healthy new energy vehicle market.