Zhiji kicked the iron plate this time.
On April 8, Zhiji announced the pre-sale price of the new car Zhiji L6, regardless of whether the price of 23-330000 yuan was a surprise or not.
what really sparked public opinion was that Zhiji had to issue an apology shortly after the launch of the new car.
Source: Zhiji, because Zhiji misused the motor specifications of Xiaomi SU7 at the launch of the new car of Zhiji L6.
A spokesman for Xiaomi subsequently issued a number of Weibo posts aimed at Zhiji, which directly stated: “there is a limit to our tolerance for Zhiji’s recent repeated harassment and smear behavior.
” Xiaomi also urged Zhiji to make a formal apology immediately.
Liu Tao, co-CEO of Zhiji Automobile, apologized on his personal Weibo, saying it was an omission in content review, which caused a mislabeling of key parameters.
But Liu Tao’s personal apology clearly did not quell Xiaomi’s “anger”.
In subsequent comments, Xiaomi said: “We do not accept informal apologies understated by individuals.
” Then in the early morning of April 9 Zhiji issued a formal letter of apology.
Why did Zhiji compete with Xiaomi? The Zhiji L6 is the fourth mass production model of Zhiji, and it is a pure electric car.
A week ago, a high-profile electric car, the Xiaomi SU7, was launched on the domestic auto market.
How hot is this car? I believe that in recent days, many people have been waiting in line for test driving in Xiaomi car stores in the early hours of the morning, and the millet test driving seats have been ground to “wrapped pulp” and other news.
It is no exaggeration to say that since the launch of Xiaomi SU7, Xiaomi Automobile has dominated the hot search list in the domestic auto circle.
For a new car, the attention of Xiaomi SU7 is unprecedented, and the result of setting 88898 units in 24 hours is the best proof.
, photo source: Xiaomi car, with such a good flow of “car in front”, and its new car Zhiji L6 and Xiaomi SU7’s product positioning and market positioning are basically the same, so Zhiji can be said to be relentless at the new car press conference on the evening of April 8.
It can be said that the whole process is aimed at Xiaomi SU7.
The core idea is very clear, that is, Zhiji L6 should be better.
It is nothing new to “pull” the same level of high-profile products at the new car press conference, especially under the background of the growing volume of the domestic new energy vehicle market, the marketing means of “stepping on” the focus of the competition are becoming more and more common and undisguised.
In the past, everyone was flocking to Tesla, the benchmark.
in the past two years, the names of BYD’s models, which are booming in the market, have also begun to appear frequently at the new car launches of “competitors.
” now after successfully breaking the circle, Xiaomi SU7 will be compared by competitors, which can be expected.
The reason for the great impact of this “showdown” is also simple: on the one hand, the millet car has its own flow.
on the other hand, it is because the millet car has a strong sense of self-protection and a very tough attitude in dealing with the problem.
it breaks the so-called “overall vision” that has always been maintained in the domestic auto circle (in the past, at least on the table, everyone still paid attention to harmony).
Since Xiaomi announced that it was building cars, caution has always been a prominent corporate feature, and the previous secrecy work has let the whole industry see Xiaomi’s “cautious” and tough attitude.
Now Zhiji wants to be a “rising bird” to challenge Xiaomi, and quickly and forcefully counterattack is also in line with Xiaomi’s long-standing style, and it can also give a warning to other eager brands that Xiaomi cars “splash the sky’s flow”.
Not everyone can rub.
What’s more, Zhiji did mismark the relevant parameters of Xiaomi SU7 this time, and Xiaomi’s strong counterattack can also be said to be targeted.
The “fight” of Xiaomi and Zhiji mainly revolves around the power module material of Xiaomi SU7 motor-SiC.
At the launch of Zhiji L6, Zhiji officially made a comparison between the MAX version of Xiaomi SU7 and the super performance version of Zhiji L6.
In the comparison table, Zhiji points out that the millet SU7 Max uses the front IGBT and rear SiC module, while the Zhiji L6 super performance version uses the front and rear double SiC module.
Hey, what on earth is SiC? As we mentioned above, at present, many brands will compare competing products when new cars are released, but most of the time they will use words such as Tetra, Mudi and other words for fuzzy processing.
It is not common for Zhiji to directly name Xiaomi SU7.
Back to the point, Zhiji compared the configuration of the SiC before and after the IGBT with the configuration of the front and rear double SiC.
Although the results show that the front and rear motors of the Xiaomi SU7 Max are also SiC, the above comparison at least shows that SiC is more advanced than IGBT.
Of course, SiC and IGBT are actually two concepts.
IGBT is a chip configuration based on Si (silicon-based), and SiC, which we often hear about silicon carbide, is the material of SiC MOSFET chips.
Silicon-based IGBT and SiC MOSFET are two kinds of power components with generation difference.
Tesla took the lead in turning silicon carbide into a “star” technology, so Tesla’s explanation of this technology is very representative.
Tesla once pointed out that silicon carbide transistors are key but expensive components.
According to the Global Automotive Research Institute, compared with silicon-based IGBT, the advantages of silicon carbide MOSFET are mainly reflected in the following aspects.
First of all, silicon carbide is resistant to high voltage and can withstand greater voltage and current.
This is also an important reason why silicon carbide has gradually become a high-frequency vocabulary when the current domestic automobile industry accelerates into the era of 800V high-voltage platform.
In theory, the combination of silicon carbide and 800V platform can also bring a better charging experience.
Secondly, silicon carbide is resistant to high temperature, which can bring more feasibility to the heat management of electric drive system.
In addition, silicon carbide MOSFET has a higher switching frequency than silicon-based IGBT, which can further increase the limit speed of the motor.
In addition, the switching loss of silicon carbide MOSFET is lower, which can significantly improve the efficiency of the electric drive system, thus improving the overall life span of the vehicle.
In addition to the improvement in performance, the structure of the electronic control system can also be better optimized because of the characteristics of silicon carbide.
For example, silicon carbide is more resistant to high temperature, and the demand level of the thermal management system will be relatively low.
under this premise, the design complexity and volume of the thermal management system can be reduced appropriately.
The volume of the electronically controlled thermal management system is reduced, which can not only improve the power density of the whole electric drive system, but also optimize the cloth of the whole vehicle.
Bureau.
The advantage of silicon carbide is obvious, but under the current process conditions, silicon carbide technology also has some limitations.
According to the Gaishi Automotive Research Institute, there is still much room for improvement in the current silicon carbide industry, and the overall rate of quality products is still relatively low (only about 50%), which directly leads to the high cost of silicon carbide for a long time.
At present, the models with silicon carbide technology on sale on the market are basically medium-and high-end products with a price of more than 200000 yuan.
In other words, it is the key to further improve the market scale of silicon carbide and solve the cost problem.
It should be pointed out that the silicon carbide power module can improve the efficiency of the drive system, and then improve the vehicle life, to a certain extent, it can hedge part of the vehicle cost.
The reason is very simple, the silicon carbide power module improved part of the battery life, can make up for part of the battery capacity.
If the battery capacity is reduced, the cost of the whole vehicle will be reduced.
Of course, the specific rate of decline is mainly determined by the price of the battery.
The current advantages and disadvantages of silicon carbide technology are obvious, but from the general trend, silicon carbide MOSFET instead of silicon-based IGBT must be a general trend.
The relevant data of Geshi automobile finishing show that the current installed scale of SiC power devices in the domestic market is accelerating its expansion.
Apart from the controversy, what exactly is the point of Zhiji L6? This “confrontation” between Zhiji and Xiaomi has made SiC technology the focus of attention in the industry, but for Zhiji Automobile, this is certainly not the point.
This conference is not used to introduce SiC, but the new car that uses SiC technology-Zhiji L6.
Zhiji now needs to create new popular styles to maintain the market heat that has finally begun to gather.
Zhiji, which was officially announced in November 2020, is jointly built by SAIC, Zhangjiang Hi-Tech and Alibaba Group.
Zhiji has launched three models in the past three years, but before the launch of Zhiji LS6 in October last year, the market performance of Zhiji had been tepid.
Although Zhiji L7 and Zhiji LS7 models have good attention at the initial stage of listing, the market performance of Zhiji’s “seven-character” series of models is still limited by reasons such as price, until Zhiji LS6 is on the market, with the price (less than 220000 after the limited time discount) and the advantages in configuration (all standard lidar, etc.
), finally help Zhiji to open up the situation.
At the end of 2023, Zhiji LS6 handed over nearly 10,000 monthly sales, making it a rare best-selling model in the medium and large pure electric SUV market.
But Zhiji LS6’s hot market did not last long.
After entering 2024, Zhiji LS6’s market performance began to plummet.
As soon as it was about to take off, Zhiji quickly entered the market bottleneck.
Zhiji is now in urgent need of new popular style transport market “ammunition”.
The Zhiji L6, which is just the time, will certainly be expected by the public.
The standard millet SU7 is only a marketing means, in order to make Zhiji L6 become popular, Zhiji car has indeed made a lot of efforts in the hard power of its products.
Zhiji official information shows that the L6 opened for pre-sale for 23 hours, the order has exceeded 10000 units, so far, the attention of the new car is also good.
What exactly does Zhiji L6 rely on to attract users? The biggest attraction must be the battery.
In fact, a few months ago, Zhiji began to build momentum for the new car Zhiji L6 to be equipped with solid-state batteries.
On April 7, just before the official release of the Zhiji L6, Liu Tao also announced on his personal Weibo platform that the first generation of solid-state batteries was named Lightyear, and that of the three models for pre-sale, the solid-state battery version was also officially named the Zhiji L6 Max Lightyear version.
Solid-state battery has been regarded as an important development direction of the next generation of power battery.
at present, many automobile brands and battery suppliers at home and abroad are laying out.
Based on the information announced by various enterprises, previous predictions have been made, and 2027-2030 is expected to become an important time node for mass production of solid-state batteries.
So here comes the question.
The Zhiji L6 is now equipped with solid-state batteries.
Is Zhiji really so much ahead? Combined with the information released by Zhiji’s solid-state battery supplier Qingtao Energy during the official live broadcast of Zhiji, Zhiji should have blurred some concepts this time.
The first generation of products on Zhiji L6 should be semi-solid state batteries.
According to the planning of Qingtao Energy, the real all-solid-state battery will be the third generation eventually.
This is also basically in line with the prediction of the Global Automotive Research Institute, and 2024 is expected to be the first year of mass production of semi-solid batteries.
In recent years, binding solid-state battery enterprises in the form of self-research, investment or cooperation is the main way for the main engine factory to quickly cut into the track.
For example, overseas car companies work closely with European and American start-ups, while domestic car companies basically choose to cooperate with local suppliers or self-incubate to accelerate the layout of solid-state batteries.
From the perspective of technological “genres”, the information summarized by the Global Automotive Research Institute shows that at present, Japanese and South Korean enterprises are mainly based on the all-solid route of sulfides, while Europe and the United States take the lead in the development of diversified technological routes with start-ups taking the lead in the development of technology.
in China, it mainly adopts the development strategy from semi-solid technology to all-solid technology, with oxides and polymers in semi-solid and sulfides in all-solid.
But on the whole, the mass production of all-solid-state batteries around the world still takes a long time to prepare.
Zhiji’s solid-state battery on the mass-produced model this time is indeed a good gimmick from a marketing point of view, but how effective it can be? the more key factors are the official price (the pre-price of the light-year version is 330000 yuan) and the final delivery on the ground.
In addition to the first generation of light-year solid-state batteries, another highlight of the Zhiji L6 is the standard lizard digital chassis.
According to the official introduction, the lizard digital chassis makes the vehicle smart and comfortable in all kinds of road conditions through the collaborative management of three axes and six degrees of freedom vehicle movement.
Official data show that the processing speed of the main chip of the Lingliu digital chassis is 2.
5 times faster than that of the same type of chips in the industry.
the Zhiji L6 can reduce the running deviation by about 80% on the unilateral residual snow, stagnant water and other roads.
The Lingliu digital chassis also makes the Zhiji L6 the first car capable of “crab walking” in China, and the length of parking space required for side parking can be reduced by 11%.
“on Zhiji L6, All in has the most cutting-edge technology of SAIC Group”.
From the official definition, we can directly see Zhiji’s urgent market expectation for this new car.
But in fact, everything is afraid of going too far, and marketing too hard may produce.
negative effects.
Zhiji L6 itself is actually very good, as long as give a competitive price, the initial peak performance of Zhiji L6 is not particularly difficult.
, However, it has to be said that the practice of bundling Xiaomi SU 7 at the press conference not only attracted a strong counterattack from Xiaomi, but also inevitably caused the focus of the terminal market to deviate.
Hope this little farce, will not affect the “protagonist”Zhiji L6 follow-up market rhythm.
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