On the last day of November, the Jiyue 01 official announcement that it had been on the market for one month, a new ** equity system, and three configurations after adjustment - the starting price of Jiyue 01 MAX was 21990,000, the price of the Jiyue 01 Max long-range version is 25490,000 yuan, the price of Jiyue 01 Max Performance is 30990,000 yuan, and the high-end intelligent driving Robo Drive Max can enjoy a 12-month free subscription.
This means that in China's smart car market, the first threshold for models with high-end intelligent driving capabilities has been lowered again.
21.The ** of 990,000 yuan is 10,000 yuan lower than the MAX version with high-end intelligent driving function configuration in the current Xpeng G6 entry model. At the same time, most of the models with high-end intelligent driving capabilities on the market are focused on 300,000 or even higher levels. For example, the recently launched Zhijie S7 has Huawei ADS2The starting price of the MAX version of 0 is close to 290,000 yuan, and the price of models with high-end intelligent driving capabilities such as AVATR and Wenjie is more than 300,000 yuan.
Although the last word that the Chinese auto market wants to hear in 2023 is "volume", Jiyue has undoubtedly become the new volume king of smart car products this time.
As a new car brand that has just been on the market for a month, for Jiyue, the response to the rapid adjustment of the first-class strategy just confirms the fierce competition in the Chinese auto market in the transition period, and it needs to have a more efficient market response strategy while ensuring product strength and technical capabilities.
This is a test of ability and strength.
In the past month, Jiyue has conducted several reviews of the performance of the new car in the early stage of its launch.
The focus was that the new car rights released at the launch of the Jiyue 01 were too complicated, and after feeling the fierce competition in the entire auto market at the Guangzhou Auto Show, Jiyue decided to quickly adjust its strategy.
This time, Jiyue 01 announced a new ** plan, and there was no "backstabbing" of old car owners. For users who have already picked up the car, Jiyue will directly compensate for the difference of 30,000 yuan according to the price of the new and old models.
These adjustments have been quickly implemented in a short period of time, and the controversy of backstabbing old car owners has been avoided.
In the words of Xia Yiping, CEO of Jidu and CEO of Jiyue, this adjustment is to simplify the equity system in the sales system. On the surface, Jiyue will lose a certain cost, but at the same time, Jiyue can also make up for marketing costs.
Because Jiyue simplifies terminal marketing, it not only reduces training costs and marketing costs, but also enhances user perception through a simple ** system, which is more important for Jiyue as a new brand.
The new pricing of Jiyue 01 has also gone through a lot of considerations, such as competitiveness in the market, the adjustment of the entire company's system capabilities, and considering the competition of new models in the future, this is actually a systematic upgrade of competitive strategy.
Therefore, Jiyue made the fastest adjustment when the new car was still in the production capacity ramp-up period.
At the same time, the 12-month free subscription of the high-end intelligent driving Robo Drive Max can further increase the stickiness of Jiyue 01 users, and win a one-year time window for the next technology upgrade and market scale upgrade.
After all, as a new smart car equipped with high-end intelligent driving capabilities as standard, the core goal of the Jiyue 01** strategy is to fight the intelligent price ratio and make high-end intelligent driving popularized on a large scale.
Recently, the entire industry has formed a consensus: 2023 is the prelude to the outbreak of smart cars, and smart cars will only be more volatile in 2024.
Xia Yiping predicts that next year will be a critical year for many car companies to turn to large models, and intelligence is the most direct ability in the decisive battle.
China's smart cars are in a period of technological explosion, and high-end intelligent driving at this time is not only a competition of technical capabilities, but also the most uncertain period of business models.
At present, there are different versions of models on the market that already have high-end assisted driving capabilities, and there are different versions in terms of hardware capabilities, which are not standard for all models.
Here, Jiyue 01 adopts a different line of thinking.
In terms of chip configuration alone, Jiyue 01 is equipped with 2 NVIDIA Orin chips (AI computing power 508 TOPS), and the smart cabin is the first to be equipped with Qualcomm's 4th generation Snapdragon automotive digital cockpit platform 8295 chip, 60TOPS's high computing power crushes other competing models;
In terms of perception hardware, Jiyue also has 11 high-definition cameras, 5 millimeter-wave radars, 12 ultrasonic radars, and a total of 28 intelligent driving sensors, of which 7 are equipped with 8 million high-definition cameras, which are also the most in the industry
At the beginning of this year, Jiyue decided to cut the lidar and adopt a pure visual perception algorithm, and at present, Jiyue is also the only mass-produced car brand in China with the "pure vision" solution of BEV+Transformer
In terms of city opening speed, this year, Jiyue has successively opened the high-end intelligent driving function (urban PPA) in the city to all users in Shanghai, Shenzhen and Hangzhou, and 90% of the country's high-speed elevated highways can use point-to-point pilot assistance PPA (high-speed PPA). In 2024, urban PPA will gradually open 200+ cities across the country.
At the same time, the hardware embedded in Jiyue 01 will bring more practical scenarios with the upgrading of software capabilities.
In the interview, Xia Yiping gave an example: relying on the rearview camera and algorithm capabilities of the body, Jiyue 01 is currently the only smart car that avoids the risk of "opening the door to kill", when there is a bicycle or electric bicycle behind the vehicle, Jiyue 01 parked on the road is unable to open the door.
In subsequent upgrades, there are also many features that simplify operation and improve usage scenarios, such as the ability to turn on the automatic turn signal when the vehicle is turning.
Judging from the current 12-month free subscription to high-end intelligent driving nationwide, Jiyue has reserved a year for itself, on the one hand, it will continue to upgrade its high-end intelligent driving capabilities, expand the scope of urban PPA, and launch commuting modes for use scenariosOn the one hand, from the perspective of users' actual usage scenarios, Jiyue will also launch a more flexible high-end intelligent driving business model, such as daily payment, to meet more travel needs of users.
Eventually, in the era of smart cars, many car companies will return to the model of paying for software and making money from it.
Therefore, on the one hand, Jiyue did not adhere to the strategy of free software for life, on the other hand, by adjusting the vehicle **, the price of smart cars will be pushed from 300,000 to 200,000 in one fell swoop, compared with the current price increase Model Y, the starting price gap has been close to 50,000 yuan, reducing the user's car purchase threshold.
As a new brand, Jiyue 01 must first complete the accumulation of scale effect, which is also necessary for Jiyue to promote technology iteration. As the intelligent capability becomes stronger and stronger, the average cost of various inputs will become lower and lower, and the user experience will become better and better, forming a positive and virtuous circle.
The smart car track has undoubtedly intensified the involution of the industry. This may be the most volatile period for the industry, but for users, it is possible to have a truly smart car on a lower budget.
The competition in China's smart car market is increasingly entering the most brutal stage, because this time it is a knockout round.
Xia Yiping said that Jiyue is a start-up company, it lacks mature automotive marketing experience and market competition strategy, it must also accelerate the speed of store landing, and constantly promote technological upgrades, a new brand in a short period of time in the market to open up the voice, there are many challenges.
At this stage, whether it is the number of orders or the flow of in-store, it is not a real test for Jiyue, it must complete the goal of opening a store quickly next year, and during this period, continue to expand the brand voice, continue to enhance the system strength, all the capabilities are not achieved overnight.
However, Jiyue's rapid adjustment to the market reaction this time is undoubtedly a re-verification of its system strength.
Compared with many new forces, in fact, Jiyue also has many advantages. Backed by Geely and the two shareholders, in terms of production and manufacturing capacity, Jiyue does not need to be like other new forces, not only does not lack the best chain management capabilities, but also can enjoy more resources from the two shareholders.
For this ** adjustment, Xia Yiping said that the two shareholders are also very supportive. In fact, Jiyue 01 can achieve full hardware configuration and software capabilities, also because of Geely's backing.
Jiyue 01 and ZEEKR are both from Geely's vast architecture, and this architecture capability itself has been fully verified in the market. In the subsequent upgrade, Jiyue 01 will further reflect the ecological empowerment.
For example,Jiyue01The voice assistant SIMO will deeply integrate the map and small ecology reconstructed based on the ability of the AI large model,As well as Wenxin Yiyan, which has been on the car,In the subsequent upgrade,Users can open it directly without waking up;SIMO will also be connected to the latest AI capabilities of the map to experience richer AI guidance functions.
Jiyue itself is constantly evolving in technology.
At the level of intelligent driving, in January next year, Jiyue 01 will update the OCC occupation network technology through OTA upgrade on the basis of BEV+Transformer, which greatly improves the ability of special-shaped obstacle recognition and scene generalization, and realizes the complete technical system of "pure vision" high-end intelligent driving of BEV+Transformer+OCC.
In the more than two years since Jiyue entered the smart car track, its core has been around one point: bringing the most intelligent experience to the automotive market.
The launch of the first model of Jiyue caught up with the most brutal stage of competition in China's smart car market. Behind the cruelty is a large-scale training that Chinese auto companies must go through before the real large-scale outbreak of China's smart cars and the real establishment of market discourse.
After this value reconstruction, Jiyue has truly adapted to the ever-changing rhythm of competition, which is also the core of competition in the rapid market response in addition to technology
The establishment of a real technical discourse first needs to be supported by a large-scale market.
The most brutal stage of China's smart car competition is coming, and it's time to throw off your arms and do it.