Soon after the BYD Qin plus Glory Edition "increased allocation and reduced price" ignited the market, Geely Holding Group's high-end intelligent electric brand, ZEEKR Automobile, couldn't wait, and added another big fire to the picture.
On the evening of February 27th, ZEEKR officially released**ZEEKR 001, a total of 4 models with different configurations were launched, **Compared with the old 001, the guide price was lowered across the board: the entry WE version was reduced from 300,000 yuan to 2690,000 yuan, the ME version of the matching from 3490,000 yuan dropped to 2990,000 yuan, the high-profile you version from 3860,000 yuan to 3290,000 yuan.
ZEEKR 001 is the first model of ZEEKR Automobile, positioned as a C-class hunting electric coupe, and was officially launched in April 2021. In 2023, ZEEKR 001 sold a total of 760,000 units, which performed well in the relatively niche 300,000-yuan pure electric car and crossover market. According to ZEEKR CEO An Conghui, in less than three years after delivery, the cumulative sales of the 001 model exceeded 160,000 units. This also makes the Denza N7 and AVATR 12, which are similarly positioned, salivate.
Therefore, when the price of the new ZEEKR 001 after the facelift was announced, plus the pre-purchase rights of various "0 yuan purchases", netizens instantly exploded: "This ** is really a tablelift" "Tesla and BYD are estimated to have a headache, and Xiaopeng and Weilai are not comfortable".
Netizens feel that they have been made big by Krypton 001, and there may be Lei Jun and Xiaomi Su7 who has not been released. "The whole 001 system is equipped with 800V and lidar as standard, how should Mr. Lei price it? ”
Photo source: City Boundary).
Interestingly, in October 2023, Lin Jinwen, vice president of ZEEKR Automobile, revealed that **ZEEKR 001 will not have a facelift or iteration before the second half of 2024. Now it looks like it's a smoke bomb. Who said that the current market competition is too fierce, Geely also has to guard against its opponents and can't let it know its own movements.
Of course, taking out a new car ahead of schedule may also be related to the fact that ZEEKR only achieved about 85% of its sales target last year. In addition, the IPO news has been rumored for a long time, and ZEEKR must also hurry up to prove itself to the capital market.
After looking at the ** and configuration of ZEEKR, the outside world bluntly said that ZEEKR not only rolled the ideal 5C battery, but also rolled BYD's lithium iron phosphate battery, which is a major test for Xiaomi cars.
From the perspective of product positioning and market competition, ZEEKR is indeed an important competitor of Xiaomi Automobile.
200,000 350,000 yuan, both with performance control and intelligent pure electric cars, although there are Tesla Model 3, Weilai ET5, Xiaopeng P7 these have been recognized models, but now the electric vehicle market is developing too fast and too rolled, these cars in terms of size and space, or the overall cost performance represented by function and configuration, have not formed an absolute competitiveness. Although BYD's sales volume is **, the main battlefield is also below 200,000 yuan for the time being.
Photo source: City Boundary).
After the press conference, in the face of the question of "how to evaluate Xiaomi cars", ZEEKR executives seemed to be fully prepared to respond.
Lin Jinwen, vice president of ZEEKR Automobile, said that Xiaomi is an excellent company worthy of respect, and it has proven its success in the digital circle in the past. It is good for the whole industry to join the car manufacturing because it accelerates the involution. "We respect and respect such opponents. ”
Regarding saying that we are targeting Xiaomi because Xiaomi poached our people, in fact, there is no such situation, we heard through the grapevine that their car was released on March 28, if we want to target them, we don't need to list it today. Lin Jinwen said.
In his opinion, ZEEKR needs to learn from Xiaomi's marketing, but Xiaomi also has a lot to learn from ZEEKR. "From the perspective of the composition of the main technical members, Xiaomi is learning from us, and to a certain extent, it is also paying tribute to us. This was said politely, but it also made the outside world hear a hint of extraneous meaning.
Netizens love to associate Geely with Xiaomi, and another reason is that Xiaomi has put forward the strategy of "people, cars and home ecology", and Geely is also brewing big moves in mobile phones, car-machine interconnection and ecology, and even sent ** satellites many times. In addition to the Flyme system, Meizu also announced the construction of cars after being acquired by Geely.
From the perspective of product layout, in addition to the new ZEEKR 001, another model launched by ZEEKR in December 2023 that benchmarks against Tesla Model 3 - ZEEKR 007 is also a trump card.
Let's take a look at the new ZEEKR 001 first, although the appearance does not change much, but the internal part has been improved a lot, especially at the hardware level. Lin Jinwen bluntly said that this car is not very profitable, and it has added more than 50,000 yuan in hard costs, including 800V high-voltage system, lidar, Yamaha audio and cockpit.
Specifically, the main upgrades of **001 include the upgrade of all models from 400V to 800V high-voltage system, using 4C and 5C ultra-fast charging batteries. The motor power of the single-motor rear-wheel drive model has been increased from 200kW to 310kW, and the 000 acceleration has been increased from 69 seconds shortened to 59 seconds. The total motor power of the dual-motor four-wheel drive model has been increased from 400kW to 580kW, and the acceleration from zero to 100 has increased from 38 seconds shortened to 35 seconds and 33 seconds.
In addition, lidar is standard, and the intelligent driving that has been complained about by many users has also been improved. The car machine chip has been upgraded from Qualcomm Snapdragon 8155 to 8295, the central control screen has been upgraded from LCD to OLED (organic laser display), Yamaha audio is standard, the head-up display, seat function and key have been upgraded, and the rear body has been changed to integrated die-casting. The air suspension has also been upgraded from a single chamber to a double chamber, and a CCD electromagnetic damping system has been added.
In the eyes of industry insiders, these changes are not a simple facelift, but almost equivalent to a vertical replacement. "I've never seen such a facelift, the change in appearance is the smallest, and the changes inside are on par with the generation" "Such an upgrade is really unconventional, and the electric vehicle industry is rolling too fast."
Looking at ZEEKR 007 again, the price range is 20990,000 29990,000 yuan, according to the battery capacity, the number of motors and whether there is an intelligent driving system with lidar, its subdivision configuration models are as high as 9, giving consumers a lot of room for choice, and can also be customized according to user needs. In the eyes of many industry insiders, the lower price of 007 makes its product power and cost performance directly full.
Photo source: City Boundary).
The core competitive advantage of this car is that the whole system adopts 800V architecture, 8295 car machine chip, cruising range from 616km, and 000 acceleration of 5The "slowest bottom line" of 6 seconds. Although it belongs to the B-class car, the actual internal riding space of ZEEKR 007 is relatively large in the same class, and it can even break wrists with the higher-level ZEEKR 001. These are visible and tangible for users, so the number of orders for 007 has exceeded 50,000 units before delivery.
A small episode is that before the new car press conference, the city visited several ZEEKR stores in Beijing, and the sales people said that there are not a few consumers who have paid ZEEKR 007 Dading, and they are now more worried about whether the manufacturer can produce and deliver on time. After all, on February 22, ZEEKR announced that the 10,000th 007 model was mass-produced off the assembly line, and there are still many backlogs.
In contrast,XiaomiSu7The low-profile model adopts a relatively slow charging400V architecture,Although the specific configuration is still unknown,But the industry**subject to BOM standard cost (materials、labor、manufacturing),XiaomiSu7**The probability is higher than that of Extreme Krypton007,"There is such a big backer as Geely behind Extreme Krypton,**Chain cost control has great advantages,The cost of Xiaomi cars in the early stage must be higher。
ZEEKR gave 007 a zero-hundred acceleration with only 2The 84-second performance version of the model is priced at 29990,000 yuan, claiming to be the current "fastest acceleration car within 300,000", while the Xiaomi SU7 high-end model is advertised as 278 seconds.
On February 27, local time, in Barcelona, Spain, Xiaomi Su7 at the 2024 Mobile World Congress).
Geely has a large and involuted new energy vehicle matrix, and there are too many "children" at home.
Priced at 17580,000 22880,000 yuan Geely Galaxy E8, from the perspective of products, space, battery life, power, configuration, for the budget is not enough to buy Krypton 007 consumers is a good choice. If you have requirements for exterior and interior design and branding, or are hesitant about pure electric models, the upcoming Lynk & Co 07 EM-P also has highlights.
Because of this, netizens have sweated about how the Xiaomi Su7 is priced. "Stop it, Mr. Lei, it's all auspicious outside."
Although friends are ruthless, Xiaomi Auto's "people, cars, and home ecology" strategy is still an advantage that opponents do not have in the short term.
On the second day of the ZEEKR 001 press conference, the news of Apple's cancellation of the electric vehicle project came, and ten years of sharpening the sword finally became an empty dream. Lei Jun said on Weibo: "I was very shocked to see this news! ”
But for Xiaomi, it's an opportunity. Once the Xiaomi SU7 is successful, Xiaomi will become the fastest player in the global market to land the "whole ecology of people, cars and homes", and it is also the only player at present. "Knowing the difficulty of building a car, I still made an extremely firm strategic choice 3 years ago, and seriously built a good car for rice noodles! Lei Jun said.
However, Geely and other tough competitors have made frequent moves, and the new energy vehicle market has become more and more volatile, so that Xiaomi cars have directly entered the hard mode as soon as they were born.
Author |Huang Shuo.
Edit |Tian Yanlin.
Operations |Liu Shan.