On April 15, Xia Yiping, CEO of Jiyue, and Robin Li, founder, chairman and CEO of Baidu, jointly launched a live broadcast of two CEOs in the same frame to experience the AI intelligent pure electric SUV Jiyue 01.
Jiyue Automobile's predecessor, Jidu Automobile, is a car-making project cooperated by Baidu and Geely. Jiyue Automobile, which is "enriched" by Baidu, has intelligent interaction and pure visual high-end intelligent driving as its trump card. Its intelligent interaction applies the Wenxin large model, and the intelligent driving adopts pure vision technology solutions, and is in the first echelon with Huawei and Xiaopeng in the field of high-end intelligent driving.
Since the beginning of this year, through a number of marketing team changes, car price adjustments, and the launch of free high-end intelligent driving quotas for a limited time, Jiyue Automobile has also worked hard to win a place in the very volatile new energy vehicle industry.
Robin Li's live broadcast experience is extremely more than 01
As the only smart car brand in China and the only one in the world to adopt pure vision technology solutions, intelligent driving is a major selling point of Jiyue Automobile.
During the live broadcast on April 15, Xia Yiping drove Jiyue 01 to pick up Robin Li at the Shenzhen World Convention and Exhibition Center to experience the measured state of "a revolutionary car robot with intelligence and emotion".
They drove Jiyue 01 on the complex urban roads of Shenzhen, accurately identified zebra crossings and traffic lights, independently completed lane changes, overtaking, obstacle avoidance, intelligent courtesy to pedestrians, unprotected left turns, avoidance of non-motor vehicles and other intelligent driving functions;
During the test, Robin Li proposed that such a good experience needs to be enjoyed by more car owners to be convincing, so he suggested that Xia Yiping consider letting car owners use high-end intelligent driving functions for free for life, and give an AI driver when buying a car.
Immediately, Xia Yiping distributed benefits in the live broadcast: from April 15th to May 31st, if you purchase Jiyue 01 and complete the delivery, you can enjoy ROBO Drive Max high-end intelligent assisted driving for free for life. ROBO Drive Max includes Point-to-Point Pilot Assist PPA, Valet Parking AVP, and full ROBO Drive features.
Nowadays, many high-end intelligent driving of cars are used by car owners in the form of subscription payment, and the extremely high-end intelligent driving lifetime free policy can be said to have fired the first shot of the "free era".
The reporter of Dahe Finance Cube noticed that in February this year, Jiyue officially pushed the V1.3.1 version of the software to all users OTA. In the new version of V1.3.1, the OCC occupancy network is officially "on board". Officially, this is the first OCC pure visual intelligent driving in China, and there is no need to rely on high-precision maps, because this function can be used all over the country.
Jiyue 01 suffered from delivery anxiety
Pull Robin Li to the platform of the live broadcast room, announcing that high-end intelligent driving functions will be distributed to new car owners for free for a limited time.
Jidu Automobile, the predecessor of Jiyue Automobile, is an automobile brand jointly established by Baidu and Geely in January 2021, when the two parties officially announced that Jidu would enter the automotive industry as a vehicle manufacturer. Baidu holds 55% of the shares and is responsible for the end-to-end services as a whole, while Geely owns 45% and mainly cooperates with related work on hardware.
In June 2022, the company released its first concept car, the ROBO-01, and in October of the same year, the Jidu ROBO-01 Lunar Exploration Limited Edition was launched at a price of 399,800 yuan.
Since then, this model has appeared in major auto shows, and its deep integration of Wenxin Yiyan, Apollo, Baidu map, Xiaodu and other technical capabilities, Baidu's intelligent empowerment of Jidu can be said to be all.
In August 2023, Jidu Automobile will be renamed "Jiyue Automobile", and the concept car of that year will become the Jiyue 01 experienced by Robin Li and Xia Yiping. When the Jiyue 01 was listed, it was also officially announced that the order volume reached 15,000 units in 24 hours, but judging from the subsequent announcement of the number of licenses, the sales of the Jiyue 01 were not so optimistic, and the price of all models was reduced by 30,000 yuan after only one month on the market. But since December last year, the monthly sales of Jiyue 01 have hovered in the triple digits many times.
In order to reverse the unfavorable situation, public information shows that Jiyue Automobile has carried out a major change of the entire marketing and sales team since January this year, and the UD-user development department on the marketing side and the UO-user operation department on the sales side have seen intensive personnel changes in recent months.
Focus on how to make users willing to pay
On March 25, at the AI DAY 2024 Technology Conference held by Jiyue, Xia Yiping, as CEO, also reflected on the reasons for the sluggish sales, and in his opinion, the problem lies in marketing, and the sales method of Jiyue Automobile needs to be adjusted urgently.
"In the past, many stores used simple and crude preferential policies to attract users, and sold the wrong thing. Xia Yiping analyzed that Jiyue 01 should sell experience rather than hardware.
Due to the selling point of "car robot", Jiyue can even be said to be very aggressive in intelligent iteration, and after 5 months on the market, Jiyue 01 has pushed OTA 5 times.
In his opinion, users can not buy a car when they enter the store, but they must have a sense of the brand when they leave. At the same time, he also accurately positioned Jiyue automobile users, and increased live broadcast efforts to promote intelligent selling points to attract technology people. This time, Robin Li entered the live broadcast room, and he also mainly experienced intelligent interaction and intelligent driving functions, which coincided with the above positioning.
However, for car buyers, intelligence may not be as rigid as Xia Yiping expected. A purchase intent study released by J.D. Power, an analytical agency, found that although the intelligent experience of cars is rising, its impact on users' car purchases only accounts for 14%, which is not a rigid demand factor. Even some consumers are anxious about the safety of intelligent driving, and feel that it is just the icing on the cake.
Therefore, in order to boost sales, Jiyue Automobile has also given a series of preferential measures. In addition to the new free use of high-end intelligent driving, there were previously price reductions of 30,000 yuan, insurance subsidies, financial discounts, free charging rights, etc. There are also market rumors that the second model of Jiyue Automobile, Jiyue 07, will be launched in the first half of this year, and deliveries will start in the second half of the year, using updated and iterative ways to leverage the market.
The next thing to see is whether this combination can turn the tide of Jiyue Automobile.
见习编辑:李文玉 | 审校:陈筱娟 | 审核:李震 | 监审:万军伟
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