AutoBeta(AutoBeta.net)02/17 Report--

Recently, Liu Tao, co-CEO of Zhiji, said that Zhiji aims to sell 45000 vehicles in 2023 and hopes to reach the production and sales scale of 20 to 300000 vehicles by 2025. In addition, according to official planning, Zhiji will launch a medium-sized SUV in 2023, a standard Tesla Model Y, and a rival Tesla Model 3 sedan in 2024.

Relevant data show that Zhiji Automobile is a high-end new energy brand established by SAIC, Alibaba and Shanghai Zhangjiang Group with a joint investment of 10 billion yuan. It was established on December 25, 2020, in which SAIC invested 5.4 billion yuan to hold 54% of the equity. Zhang Jiang Hi-Tech and Alibaba each contributed 1.8 billion yuan to hold 18% of the equity, backed by the three mountains, Zhiji Automobile is also favored by the industry. In August 2022, Zhiji announced that it had completed the signing of the A-round equity financing agreement, with a valuation of nearly 30 billion yuan after the completion of the first round of market-oriented financing.

At present, there are L7 and LS7 models on sale. Among them, the Zhiji L7 went on sale in April last year, the new car positioning pure electric medium and large sedan, the price range is 368800-408800 yuan, of which the Zhiji L7 Pro version sells for 408800 yuan, and the Zhiji L7 Dynamic version sells for 368800 yuan.

On February 10th, Zhiji LS7, the second model of Zhiji, was officially put on the market, with a price range of 309800 yuan to 459800 yuan. It is worth noting that, as the first model of Zhiji car, the Zhiji L7 has been highly expected to be launched. Liu Tao, joint CEO of Zhiji Automobile, once said that he was very optimistic about the sales performance of Zhiji L7, and even put the label of "treasure car" on Zhiji L7. It said that "the treasure is the meaning of the next online celebrity and the next popular style", firmly believing that a treasure car like the Zhiji L7 will one day become an online celebrity.

However, contrary to one's wishes, Zhiji L7 was jointly signed by more than 100 car owners as soon as it was listed. The main feedback is that the rights and interests of prospective car owners of "Angel Wheel" have been surpassed by other booking channels within the group, as well as a number of unfulfilled advertising in Zhiji L7.

Subsequently, Zhiji issued a notice saying that there is indeed a group customer car purchase policy for Oriental employees, but there is no binding relationship between group customer rights and "angel wheel / A wheel" car booking rights. new users of the group can only enjoy the current user rights and interests superimposed on the group rights and interests. As for the problem of shrinking battery and mileage, it is said that it is due to different methods of measuring battery power, and its battery capacity has not changed, and battery life has not shrunk. With regard to the wireless charging configuration of the Zhiji L7 mass production concept car displayed at the auto show, wireless charging is not standard, so there is no false publicity at the product level.

At the same time of the complaint, the sales of Zhiji L7 are also not satisfactory, with figures showing that Zhiji sold only 4811 cars in 2022. From this point of view, the importance of Zhiji LS7 listing this year is self-evident, bearing the heavy burden of completing the annual sales. According to Liu Tao, joint CEO of Zhiji Automobile, by the end of the launch conference of Zhiji LS7, the order for the car has exceeded 12000. Liu Tao also posted on Weibo: Zhiji LS7 products have won unanimous recognition, and overnight, the passenger traffic of Zhiji experience Center has ushered in explosive growth, and even appeared the phenomenon of long queues for test driving at stores. At present, the daily test driving batches have increased more than 10 times, and the average test driving time has been arranged after 22:00.

With the rapid development of new energy vehicles, a number of traditional car companies have launched new new energy brands, hoping to get rid of the current predicament of low-end product positioning, but it is obvious that Zhiji L7 has not taken up the banner. Whether these high-end brands can survive in the future and whether they will once again fall into the plight of traditional independent brands may only take time to tell. Some people in the industry have said that it is too difficult for Chinese local car companies to try to break through by building new independent high-end brands, and products, technology, design and corporate image are insurmountable dilemmas. In addition, SAIC has another high-end new energy brand, Feifan, which is slightly less positioned than Zhiji. However, there is still not a clear understanding of the differential positioning between Zhiji Automobile and Feifan Automobile at the present stage, which is also questioned by the industry that SAIC may not be able to locate clearly and it is easy to produce internal friction. It hinders the follow-up development of Zhiji Automobile.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat