Reading guide:Geely's sniper of Xiaomi Automobile's ** is obviously not limited to the Extreme Krypton 001 car.
Author: Wang Ruihao.
Editor: Zhang Min.
Article: Titanium (taimeiti).
*From: AI large model generation Extreme Krypton is sniping the Xiaomi Su7 that has not yet been announced in an all-round way as a defender. It is widely believed in the industry that this will put Lei Jun and his Xiaomi cars under pressure. This is the second sniper of Xiaomi cars by ZEEKR in just two months. Last time it was ZEEKR 007, and this time it was the turn of the mid-term facelift ZEEKR 001. On February 27, ZEEKR announced that the mid-term facelift 001 was officially launched, with a price of 2690,000-3290,000 yuan. Compared with the old model, the facelifted 001 has upgraded more than 55% of the vehicle assembly-level component assembly, and on the basis of the total cost increased by more than 50,000 yuan, the price has not risen but decreased, and the entry price has been reduced by 310,000 yuan, and the top allocation ** was reduced by nearly 60,000 yuan. It is worth mentioning that in the comments on the official listing live broadcast of ZEEKR, the most popular voices are the discussion around ZEEKR 001 and Xiaomi cars. Even at the press conference, there was a coaxing of "let Lei Jun learn". On social platforms, the controversy surrounding ZEEKR 001 and Xiaomi cars can be seen everywhere. The smell of gunpowder between Extreme Krypton and Xiaomi is getting stronger and stronger. Although ZEEKR executives strenuously denied the-for-tat against Xiaomi cars. However, the same pure electric model with the main performance, the gunpowder smell of the confrontation between the ZEEKR 001 and the Xiaomi SU7 has jumped on the paper. /
One
ZEEKR 001 vs Xiaomi SU7, who is better? Judging from the information that has been announced, the benchmark of ZEEKR 001 is undoubtedly a high-end version of Xiaomi SU7. At the press conference at the end of last year, Lei Jun questioned that the 800V of other car manufacturers was a false standard, and said that Xiaomi cars were true 800V, with a maximum voltage of 871V. There is no doubt that the 871V high-voltage platform in Lei Jun's mouth will only appear on high-end models. However, ZEEKR 001 retaliated with a full-stack 800V as standard in the whole series. It is understood that this is the first pure electric model on the market to achieve 800V as standard. Lei Jun said that the maximum pure electric range of Xiaomi Su7 is up to 800 kilometers, and it is necessary to challenge the king of pure electric range in winter. But as everyone knows, ZEEKR achieved a maximum pure electric range of more than 1,000 kilometers as early as last year. The facelifted ZEEKR 001 has increased the range of the entry-level model to 750 kilometers. Xiaomi said that charging in 5 minutes will increase the range by 220 kilometers, and Zeekr will increase by 256 kilometers in 5 minutes, from 10%-80%, only 115 minutes. 
*From: Titanium**APP shooting power comparison is also competitive. The dual-motor all-wheel drive version of the Xiaomi SU7 has a maximum power of 495kW and a maximum torque of 838Nm, 000 acceleration is the fastest 278 seconds. The facelifted ZEEKR 001 applies the same electric drive system as the performance supercar 001 FR, with a maximum power of 580kW and a maximum torque of 810Nm, 000 acceleration is the fastest 33 seconds, which can be said to be not too much. Overall, the Xiaomi Su7 is at the top of the parameters of the high-spec models, but the low-spec models may perform mediocre. The advantage of the facelifted ZEEKR 001 is the standardization of the top-level configuration. For example, the whole system is equipped with 800 as standard, the whole system is equipped with 8295 intelligent cockpit chip as standard, the whole system is equipped with lidar as standard, and even the whole system is equipped with Yamaha audio with 28 speakers as standard. Not to mention, there are free upgrades for old users, including the ZAD intelligent assisted driving system of the high-speed urban NOA. It is foreseeable that as the final price of the Xiaomi Su7 is about to be revealed, the debate between Zeekr and Xiaomi will become more and more intense. And Geely's sniper of Xiaomi Automobile's ** is obviously not limited to the Extreme Krypton 001 car. /
II
Full "sniping" Xiaomi Su7Although the ** of Xiaomi Su7 has not yet been announced, the approximate range is bound to fall between 15-300,000. In each ** segment of the 15-300,000 level, Geely has a corresponding model. In the 15-200,000 level market, the Galaxy E8, a medium and large pure electric sedan launched in January this year, is a competitor that Xiaomi cannot ignore; In the 20-250,000 level market, there is the defense of the medium-sized pure electric sedan ZEEKR 007; The 250,000-300,000 level market is the mid-term facelifted Zeekrypton 001 that has just been launched, and it may also be the biggest competitor of Xiaomi Su7. Each ** section of the 15-300,000 level is heavily guarded by Geely models, and they are all "freshly baked" new models. This undoubtedly gives Xiaomi SU7 a "big problem" for the pricing. If the starting price of Xiaomi Su7 is less than 200,000, how will it face the Galaxy E8 with an 800V high-voltage platform, a standard 8295 car machine chip, and a 45-inch 8K large central control screen. According to the data, the sales volume of the Galaxy E8 exceeded 3,000 in the first month of its launch, showing a certain market competitiveness. Lei Jun once said that the pricing of Xiaomi Su7 cannot be 990,000, and it won't be 1490,000 and 1990 thousand. So if the price of the entry version is more than 200,000 yuan, how to deal with the entry price of low-end models is only 20990,000 Krypton 007. The latter has already shown itself to be competitive in the market. According to the data, in the first full sales month of January this year, ZEEKR 007 delivered a sales volume of nearly 6,000 units, ranking among the top three in mid-size pure electric vehicle sales, only behind Tesla Model 3 and Hongqi E-QM5. Obviously, the ** segment of Xiaomi Su7 will most likely cover the 25-300,000 level market, and it will face the competition for the newly launched facelifted Krypton 001. As the first model of the ZEEKR brand, the cumulative sales of ZEEKR 001 have exceeded 160,000 units in the three years since its launch, and it is the primary contributor to helping ZEEKR gain a firm foothold. At the same time, ZEEKR 001 is also a key model for ZEEKR to establish a high-end brand image. Therefore, it is conceivable that in the face of the competition of Xiaomi SU7, the market that ZEEKR cannot afford to lose is the market segment where ZEEKR 001 is located. In the face of competition, ZEEKR is bound to come up with a defensive posture of "stubborn defense". Xiaomi SU7 wants to snatch the market from the hands of ZEEKR 001, and the competition between the two sides may rise to another level. /
Three
How does Xiaomi car play cards? Although Geely did not directly say that it would "encircle" Xiaomi cars, Geely's fans have "surrounded" Xiaomi cars. This may have something to do with Xiaomi's poaching of Geely executives. Hu Zhengnan, the head of R&D of Xiaomi Auto and also the leader of Xiaomi's car-making project, was previously the president of Geely Automobile Research Institute. According to the data, Hu Zhengnan joined Geely Automobile in 2012 and was promoted to the president of the research institute in 2016. In September 2021, Hu Zhengnan joined Xiaomi Auto in a low-key manner, only half a year after Xiaomi announced that it would build a car. Some netizens said that because of this period of history, Geely's senior management was unhappy with Xiaomi and always wanted to fight back. In response, Yang Xueliang, vice president of Geely Holdings, said that the pricing of Geely's products is mainly based on user perception and the competitive landscape, and will not be aimed at products that have not yet been listed. But at the same time, it is emphasized that the past is in the past, and it seems that there is something in the words. After the facelifted ZEEKR 001 was launched, in the face of competition with Xiaomi, Lin Jinwen, vice president of ZEEKR in charge of marketing and service, said, "In the face of an opponent like Xiaomi, we are both respectful and awe-inspiring, and we need to learn marketing and brand PR skills from Xiaomi." But he also stressed that our technology and product definition capabilities are worth learning from Xiaomi. And bluntly said that the composition of the main technical members of Xiaomi Auto is indeed a "tribute" to ZEEKR. But there is no doubt that the entry of Xiaomi cars will accelerate the elimination of the automobile industry. This is also recognized by Geely executives. An Conghui, CEO of Zeekr and president of Geely Holdings, said that the knockout round has come ahead of schedule, and industry changes in 2024 may exceed expectations. He believes that this year's competition mainly depends on the incremental market, and the growth rate of the pure electric market is expected to be the same as in 2023, less than 20%. Previously, Li Xiang, founder and CEO of Li Auto, said that in the new energy market of more than 200,000, by the end of the fourth quarter of this year, the top three brands will eat up 70% of the market share, and the market concentration is more concentrated than that of fuel vehicles, similar to the market pattern of smart phones. Li Xiang changed his previous judgment that there would be 5 brands in the head. So, in the context of fierce competition in the automotive industry, how should Xiaomi Auto play its cards? (The author of this article, Wang Ruihao, **Yu Ti**app, the web3 boss has been authorized by the author and edited and published by the web3 boss, and the views in the article are the author's views and do not represent the views of the web3 boss.) ）