On May 13, the 199,900 Zhiji L6 amazed everyone.
For this pricing, some people applaud, thinking that this price is very "explosive", and it will overwhelm Xiaomi SU7 with an absolute advantage and become the new volume king of the pure electric medium and large car market; There are also people who worry about whether such pricing will lose money, and whether there is a risk of "selling more and more at a loss".
Liu Tao, co-CEO of Zhiji Auto, said: "The pricing of Zhiji L6 is mainly based on three considerations: user needs, group empowerment, and market environment. ”
In his view, the Zhiji L6 is the king of science and technology of SAIC's "ten years of grinding a sword", integrating a large number of cross-generational pioneering technologies such as "Grey Lizard Digital Chassis" and "Future Smart Cabin". A very powerful product should be experienced by more users.
In addition, considering the current competitive environment in the market, Liu Tao believes that in order to allow users to experience the step-by-step charm of Zhiji L6's cross-generational super explosive products, Zhiji must use a very sincere pricing strategy to make good products choose and love by more users.
At the same time, he is confident that he can achieve profitability through technology cost reduction. "Although we will lose some profits in the early days, we will be able to bring really good technology to consumers, so that consumers can enjoy the advantages of cutting-edge technology," he said. As consumers like us, we will achieve a steady increase in sales, scale, and brand awareness, and we will definitely make a profit. ”
It is understood that in the pre-sale stage, Zhiji L6 received 29,000 orders, according to Chen Wei, senior director of Zhiji Automobile Product Strategy Center, "The ratio of men and women of Zhiji L6 users is about 2:1. At present, the user penetration of Zhiji L6 in high-tier cities is relatively high, and nearly 70% of users live in high-tier cities. In addition, the average age of Zhiji L6 users is more than 50% of the post-90s, and there are more users from childless families. ”
For this group of young consumers, Zhiji L6 has made various improvements in functions and experience for urban traffic scenarios.
For example, the Zhiji L6 is equipped with a digital chassis for the Lizard, and a large part of the reason is that Zhiji Auto has found that users in high-tier cities have a great demand for easy entry and exit through narrow intersections and narrow parking spaces when commuting.
In addition, in response to the demands of urban people for intelligence and social media, Zhiji L6 has specially developed intelligent experience functions such as City Drive and ISC smart light system.
Whether it is the model biased towards driving control, intelligent positioning, or the portrait of the user group, it can be seen that there is still a very overlapping competition between Zhiji L6 and Xiaomi SU7, and in terms of pricing, it seems that Zhiji L6 is also much lower than Xiaomi SU7.
When talking about "whether the follow-up sales of Zhiji L6 can surpass Xiaomi SU7", although Liu Tao did not give a specific number, he said, "With the blessing of comprehensive capabilities, we believe that in the short term, at least from the perspective of product strength, cost performance, and cross-generational technological evolution, there will be no smart car products stronger than L6 on the market." The sales volume of Zhiji L6 will definitely enter the forefront of the industry. ”
Finally, Liu Tao said: "To keep sales rising, we must not only roll up technology, but we will also do more work in terms of product experience, do a good job in brand promotion, do a good job in improving popularity, and it is only a matter of time before the product becomes popular." Our Zhiji LS6 has been the sales champion of mid-to-large electric SUVs for 19 consecutive weeks. Zhiji L6 is the "black technology king bomb" that leads the whole track, and we are confident in sales. ”
In addition, Liu Tao also revealed that this year, Zhiji Automobile will also launch the facelifted models of Zhiji LS6 and LS7, which will be launched one after another. In terms of rhythm, the new speed of Zhiji's future products will pay tribute to the 3C industry, with an annual iteration cycle.