The launch of the Zhiji L6 can be said to be quite successful, and there is a high probability that this will become another passionate contender in the 20-300,000 level electric market.
In fact, the point of its success lies not only in the strong product power, but also in setting a price that is unacceptable to all competitors: the starting price is 199,900 yuan, and the starting price of the 800V model is 239,900 yuan.
If you take a step back and look at the Xiaomi SU7, which has just been launched and is defined as an Internet celebrity car and an emotional value car, from the perspective of product power alone, Zhiji L6 can be said to be comprehensively surpassed.
One is the price, the 199,000 Zhiji L6 is 10,000 cheaper than the 215,900 Xiaomi SU7, which is 10,006 cheaper in price.
It also uses a 75kWh battery pack, the same 300Ps motor, and the charging speed is also about half an hour, and the Zhiji L6 also uses a more complete set of intelligent driving assistance systems and a stronger 254TOPS computing power chip.
Lei Jun once said that Xiaomi SU7 is basically selling at a loss.
But in fact, it is difficult to lose money on these relatively high-value trams, and the Zhiji L6, which is equipped with a higher configuration than the SU7, actually has a profit margin on the basis of the operation of 16,000 yuan lower in price.
If you choose a version above, the gap is even bigger!
The guide price of 240,000 Zhiji L6 MAX long-range version is 6,000 yuan cheaper than the 245,900 Xiaomi SU7, and the battery pack capacity of Xiaomi SU7 is 11kWh larger.
But!
This version of the Zhiji L6 uses an 800V platform with a maximum charging power of more than 390kW, while the more expensive Xiaomi SU7 is an entry-level 400V platform with a charging power of around 150kW.
In addition, the Xiaomi SU7 uses a lithium iron phosphate battery, while the Zhiji L6 is equipped with a ternary lithium battery. From the perspective of cost, there is no doubt that the Zhiji L6 is more representative of science and technology, and the price advantage is more obvious.
Therefore, Lei Jun's so-called "money-losing strategy" is actually creating emotional value.
At present, there are more than 200,000 pure electric vehicles, and if they want to truly gain a foothold in the terminal market, three core items are essential:
One is that the 800V platform architecture, a higher voltage platform means that when charging, you don't need too much current to get more charging power.
If you need 250kw of charging power, the voltage platform is about 700V, and the current of 350A is enough.
However, if the voltage platform is at 400V, it is necessary to sacrifice the life of the battery and forcibly charge it at a current of 600A, which may be the same speed in the short term, but it will have a greater impact on the life of the battery in the long run.
Therefore, the charging power of the 400V platform is generally not high enough, especially the large battery pack with a capacity of 90kWh, which takes longer to charge.
The other is that the intelligent driving assistance system, which must be an important development direction in the next stage, better intelligent driving assistance system, which requires not only computing power, but also algorithm, logic and hardware support.
High-computing power chips, multi-line radars, and big data aggregation are all inseparable.
Finally, the price strategy,The same800V、Intelligent driving assistance system,The lower the price, the more popular,For example, Zhiji L6 and Xiaomi SU7,The former is in 800V、Intelligent driving against the latter400V、In the situation of no intelligent driving,The price advantage is still very obvious。
It must be a more worthwhile choice for those users who want to hold it for a long time.
Many people say that Lei Jun's Xiaomi SU7 provides emotional value, but in fact the emotional value is worthless, just like the sweetness in the early days of love, the sweetness tends to be flat after a year, what is needed is solid product power, comfortable space, and good technical performance.
So, emotional value provides short-term happiness.
But more than 200,000 cars bought, if only the emotional value is considered, is not a rational consumer behavior, the car is not a mobile phone, can allow more people to do what they want to change, the reason why the car market will continue to roll in, is because the fault tolerance rate of buying a car is too low, business operations need to be cautious.
All in all, with the same budget, you have to buy products with more mainstream and stronger technology, and only in this way will the speed of elimination be slower.