Every reporter Huang Xinxu and every editor Pei Jianru
Recently, the automobile circle has been quite lively.
The public relations battle between Xiaomi Auto and Zhiji Auto has not yet ended, and a few days ago, a suspected Porsche person questioned the Porsche Taycan parameters listed by Xiaomi Auto at the SU7 launch conference.
Image source: Sina Weibo @ Brothers who play cars
At the Xiaomi SU7 press conference, the benchmark model of the Xiaomi SU7 Max version is the 2024 Porsche Taycan Turbo, and Lei Jun, founder, chairman and CEO of Xiaomi Group, made a detailed comparison of the size, performance, battery life, intelligence and other aspects of the two models at the press conference, and said: "Our car is still far from Porsche, but we will be able to surpass Porsche one day after a few years." ”
Image source: Xiaomi car press conference
Image source: Xiaomi car press conference
The above-mentioned suspected Porsche person said that the parameters of the Porsche Taycan at the Xiaomi press conference were not accurate, and the basic unit power conversion was also incorrect.
According to public information, the 2024 Porsche Taycan family, which was the benchmark at the Xiaomi SU7 press conference, was launched simultaneously worldwide on March 11, and pre-sales just started on April 11. At present, the specific model information about the 2024 Porsche Taycan Turbo is not comprehensive.
Although the identity of the above-mentioned suspected Porsche person cannot be determined, when the reporter of "Daily Economic News" asked the staff of Porsche for verification, the other party told the reporter: "At the Xiaomi press conference, the label (note) of the horsepower unit of the model of the Porsche Taycan family is wrong, and the HP value of the official website of the United States is used, which is different from the PS value. "It is understood that HP is British horsepower and PS is metric horsepower.
It is worth mentioning that at the Zhiji L6 press conference a few days ago, when Zhiji Auto benchmarked Xiaomi SU7, the parameters of the electric drive system of Xiaomi SU7 were wrongmarked. For this reason, Xiaomi Auto warned the other party three times, and Zhiji Auto also apologized three times.
As the matter fermented, Zhiji Auto posted on its official Weibo on April 10 that after three formal apologies, a large number of harassment behaviors using insults, defamation, and personal attacks appeared in the official live broadcast room, the comment area of the official account, and the live broadcast room of dealer stores. Subsequently, Zhiji Auto issued a "report letter" to the relevant national authorities on April 11, saying that Zhiji Auto had been subjected to organized cyber violence, which seriously interfered with the production and operation activities of Zhiji Auto and its dealers, and hoped that the relevant national authorities would investigate such organized cyber violence and severely punish the organizers and upstream and downstream collaborators.
Image source: Sina Weibo (@IM Zhiji Auto)
Some netizens further broke the news that Li Zheng, co-founder and general manager of Qingtao Energy, posted a post on the circle of friends for the Zhiji bus platform, bluntly saying that he was not used to looking at M noodles (rice noodles). This time, the Zhiji L6 uses a semi-solid-state battery from Qingtao Energy. In response to investors' questions, SAIC Motor said that the company indirectly holds a 15.29% stake in Qingtao Energy.
Image source: Sina Weibo (@叫海啸的猫)
In fact, since the technical conference was held, Xiaomi car has become the "new top stream" in the automotive circle, and many car companies will directly or indirectly mention Xiaomi car at the press conference. For example, on April 11, Yu Chengdong, chairman of Huawei's intelligent car solution BU, said at Huawei's Hongmeng Ecosystem Spring Communication Conference: "I don't understand why many cars still use mobile phone holders. Later, I understood that the navigation performance of the car was not good, and the bracket was used to navigate with a mobile phone. Huawei's car does not need a mobile phone holder or mobile phone navigation. ”
This remark was regarded as a "ridicule" of Lei Jun. Previously, at the Xiaomi SU7 launch conference, Lei Jun said: "I have purchased many car mobile phone holders before, but none of them can be satisfactory, none of the existing cars have designed a mobile phone holder position, and we as mobile phone manufacturers must solve this (problem)." ”
Regarding Yu Chengdong's "ridicule", Lei Jun responded on Weibo as soon as possible, and launched a vote on whether to support the "Xiaomi SU7 original mobile phone holder design".
Image source: Sina Weibo @雷军
With the "Xiaomi fever" sweeping the automobile circle, recently, the focus of public opinion has gradually shifted from products and technologies to marketing methods, and there are different views.
Zhan Junhao, founder of Fujian Great Aim Brand Positioning Consulting, said in an interview with reporters: "The marketing methods of the auto market have indeed undergone significant changes recently, and the continuous popularity of Xiaomi SU7 and the so-called 'hot spots' of many auto brands are enough to prove this. From the perspective of enterprise competition, the listing of Xiaomi SU7 and the continued high popularity have undoubtedly brought a lot of pressure to both traditional car companies and new power car companies. Xiaomi Auto has also successfully attracted a large number of consumers' attention and discussion through various methods such as hunger marketing, event marketing, and interactive marketing. From this point of view, the (marketing) case of Xiaomi SU7 provides reference and inspiration for other car companies. ”
However, Zhan Junhao also said that in the future, car companies still need to continue to innovate and progress to better meet the needs and expectations of consumers.