New energy concept (ID: xinnengyuanqianzhan) original
Recently, some media broke the news that the 07 real car has arrived at some extreme car stores and is expected to go on sale on September 17.
A number of sales staff in Beijing’s Extreme Yue stores told New Energy View that the official appearance time of the Extreme Yue 07 real car in the store is in the middle and late August, and the pick-up time is expected to be at the end of the year, but the specific date is subject to the official announcement.
Judging from the information disclosed by the government at present, Extreme Yue 07 is positioned as a "pure electric car", built on the vast platform architecture of SEA, equipped with Baidu Apollo high-order intelligent driving system, intelligent AI pixel headlights, voice functions inside and outside the car, etc., with a maximum cruising range of 880km.
Figure/Extreme Leap 07
Source/Extreme Yue Store Sales Staff Photo courtesy
Willow, who is in Beijing, has plans to replace the oil car with a tram recently, and he is looking forward to the sale of the Extreme Yue 07.
"I usually use my own car most of the time, so I prefer cars. I have paid attention to this brand before, and it is called car robot. When the 07 is officially listed, I will feel it for the first time and see what improvement it has compared with 01."
But this time, I’m afraid willow, a fan who pays attention to the intelligent driving experience, will be disappointed by the new launch of Extreme Yue 07.
A salesperson of Beijing Wukesong Store revealed, "There is basically no big difference between Extreme Yue 01 and Extreme Yue 07 in terms of interior decoration and intelligent configuration. Consumers who need space still choose Extreme Yue 01."
1. Have a self-driving buff blessing, but become a "poor student"?
As the common "darling" of Geely and Baidu, Extreme Yue Automobile was given high hopes when it was born, claiming that it was "born for autonomous driving".
Specifically, Extreme Vietnam adopts a pure vision intelligent driving scheme, which collects accurate information through the camera and relies on powerful computing power and data processing ability to realize the automatic driving function. This scheme is closer to the "human brain" thinking, and its processing ability and generalization ability are obviously stronger in the face of extreme working conditions and complex scenes, which can provide a higher safety and reliability coefficient for the automatic driving system.
In contrast, the comprehensive scheme of multi-sensor fusion, such as laser radar, millimeter wave radar, camera and ultrasonic radar, which is adopted by most models in China at present, is obviously weaker than the pure vision scheme in AI intelligence.
Two months ago, the second China Intelligent Driving Competition sponsored by First Electric Network, NOA, was the best illustration of this.
In this competition, Extreme Yue 01 won two consecutive championships in Beijing and Hangzhou, and ranked the first among many participating cars with a total score of 85.66 points, while its opponents included Extreme Fox Alfa S, Aouita 11, Wenjie M7, Tucki G6, Weilai ES8, Zhiji LS6 and Ideal L8.
Figure/Extreme Leap 01
Source/new energy concept shooting
A salesperson at a store in Jiyue said, "Jiyue and Radish Run Driverless Taxi use the same pure visual scheme."
It should be emphasized that the current automatic driving level of the "Radish Run" unmanned taxi is L4, that is, it is highly automatic driving. Previously, it was reported that Extreme Yue 01 was a "high-end home version" of Radish Run.
However, when the "label" of the ultra-auto-driving faces the market, it seems to have failed, and it has never been able to usher in positive feedback on sales.
In late October, 2023, the first model of Extreme Yue 01 went on sale. By the end of June, 2024, the cumulative sales volume was less than 5,000 vehicles in eight months.
Figure/extreme sales volume
Source/official new energy concept watch of car companies
In contrast, as a "half-brother" brand with Extreme Yue, Extreme Krypton sold 20,100 vehicles in June 2024; Xpeng Motors, which is at the bottom of the mainstream brands of new forces, sold 10,600 vehicles in June 2024.
It is not difficult to see that the cumulative sales performance of Jiyue from its listing to now is far less than that of other new power brands in a month, and the gap is clear at a glance.
Mr. Ke is a person who likes to try new things. Not long ago, he started a Krypton 007. "I usually test drive before buying a car, and I feel it according to my own needs. I choose Krypton because its automatic parking function is very attractive; I have also learned about it, but after all, the car is a big piece, quality and safety issues are the first priority, and its intelligent driving performance is not outstanding, so it will pass directly. "
2. Self-confidence can’t be exchanged for "leading"
The operation of creating a "label" for its products is understandable. A brand can’t be remembered by the market if it doesn’t have a distinct "label", but blind confidence in buff blessing is not desirable.
At present, many new energy brands are equipped with intelligent driving function for their models except Extreme Yue, and it is even more difficult to open the gap when it comes to questioning brands such as Jiejie and Tesla.
Many consumers told the New Energy Concept that many new energy vehicles are now doing intelligent driving functions, and they really don’t feel any different. Considering the multiple factors such as quality, safety and after-sales, it is always safer to choose a hot-selling brand.
Intelligent performance is by no means the only reason that leads to the bleak sales volume of the company. After careful study, the repeated "face-changing" behavior of the company also exerts a subtle influence on its market positioning and brand building.
In 2023, the Extreme Yue 01, which was listed only for one month, fell into the "stereotype" of price reduction promotion, and all models were lowered by 30,000 yuan. Although after the price adjustment, it gave the old car owners corresponding welfare subsidies and even refunded the price difference, it still chilled the hearts of some fans.
The post-90 s Wang only came from Zhejiang, and was the first owner of Extreme Yue 01. "It is certainly good for car companies to have subsidies to deal with price cuts, but it is still awkward to think about it. It didn’t take long for the price of a good car to be reduced, which gave people the illusion that the quality of the car was not too hard. Some people were afraid to buy such a brand in the next car. "
In late July, 2024, Extreme Vietnam officially announced that Extreme Vietnam 01 has recently ushered in a wave of sales peaks, and some new car owners may face an extension of delivery time of 3-5 weeks.
Figure/extreme announcement
Source/Internet New Energy View Screenshot
For Extreme Yue, which has sold more than 1,000 vehicles in only one month since its listing, the issuance of this announcement will undoubtedly lead to doubts and spit from a number of prospective car owners.
"When buying a car, the sales repeatedly guarantee that it is a current car and can be delivered in 3-5 days." "A few hundred cars a month, Geely’s factory can’t be arranged, and it’s too little attention." "You only sell a few cars, and you dare to play delivery extension?"
However, it should be noted that for an automobile brand, intelligence and marketing strategies are just icing on the cake, not the main boost. And the extremely short sales board may be that it still does not have excellent strength.
Complaints have been common since the listing of Jiyue 01. As of press time, there were as many as 960 complaints about Ji Yue on the black cat complaint platform.
Mr. Su’s car was picked up less than a week ago, and the function of using the car to control the car failed. "The maintenance attitude of my shop is not bad, but a new car is like this, and it also focuses on smart cards, which is somewhat disappointing."
Zhang Xiang, Secretary-General of the International Intelligent Carrier Technology Association, said, "The brand of Jiyue is not well-known and has few sales outlets, which gives consumers an unreliable impression. In addition, the current product strength of Extreme Vietnam is not dominant, and the only automatic driving function has not formed a real bright spot. "
3. Can the "small transparency" of the rim last until the counterattack?
In 2024, many new energy car companies are focusing on cost performance and intelligence. Looking ahead, there are many cars with a budget of 20 W.
"From 2024 to 2026, I think the competition will be further intensified. By 2030, there will be only a few surviving private auto companies. Even with overseas markets, there will be no more than 10. " He Xiaopeng, chairman of Xpeng Motors, said.
For the competition trend of new energy in the second half, some insiders revealed that the consensus reached in the industry at present is that the basic three electric power of new energy vehicles have been rolled up to the end, and high-level intelligent driving will be the next track that will burn more money and have a higher technical ceiling, and it will also determine the fate of future car companies.
Whoever can take the lead in promoting high-level intelligent driving to "fly into the homes of ordinary people" and enter the stage of realizing "equal rights in science and technology" will seize the commanding heights in the era of intelligent driving.
In this context, it is correct to take the road of intelligent driving in the long run, which is in line with the market development trend. If it can be done well, it will help to break through the market.
For example, as a "new generation player", Wen Jie can dominate the sales list of new forces in the first six months of 2024 with a cumulative sales of over 180,000 vehicles, which is inseparable from its outstanding performance in intelligent driving.
Figure/Sales of new forces from January to June 2024
Source/China Automobile Digital Research New Energy View Screenshot
Ms. Bao Mahua, the second child, recently made a new M7. In her opinion, the consideration of intelligent driving is essential, and it is also standard for many cars. "I tried to drive my best friend’s M7 for a while, and its emergency avoidance ability on the path surprised me."
On the other hand, Xpeng Motors, which once went out of the market with smart driving technology, gradually lost its original "label" advantage and became the bottom of the new forces.
Adu is a heavy user in Tucki. He changed cars twice before and after, all of which were Tucki, but when asked if he would firmly choose Tucki for his next car, he shook his head. "I basically don’t have much luck illusions about the quality control of vehicles in Tucki now, and there are a lot of small problems. At first, the smart driving function that attracted me to become its fans has not improved much now."
It is an indisputable fact that in the current market, occupying a "label" in consumers’ minds for a long time is helpful for consumers to choose it when buying. For example, when it comes to "big sofa with refrigerator and color TV", many people’s first reaction is ideal, while when it comes to three electric systems, the probability of Tesla being mentioned will be much greater.
However, it should be noted that the labeling effect may also fail in the face of poor product strength.
As consumers say, cars are a big item for family consumption, and the core appeal is quality and safety and follow-up service. At this stage, smart driving is just the icing on the cake.
Therefore, after referring to the experience of the current mainstream brands, for the current extreme, in addition to continuing to improve the intelligent driving technology to truly stand, we should also boost sales as soon as possible and build a car that meets the needs of users in a down-to-earth manner. After all, only by living first can we survive until the day when autonomous driving really comes.
