Before the L6 press conference last night, Zhiji was looking forward to competing with Xiaomi, and guessed that Zhiji would choose SU7 as its number one competitor.
But dramatically, late last night, a spokesman for Xiaomi posted three Weibo messages demanding an official apology due to the mismarking of Xiaomi’s SU7 motor parameters on the PPT and slightly biased marketing comments about Xiaomi.
Although Zhiji’s response was timely, it failed to stop L6 from getting hot.
In the final analysis, however, we still have to rely on the product to speak, and we have also re-examined these two cars from the product point of view to see which one is more competitive and whose price is more sincere, Zhiji L6 or Xiaomi SU7? Zhiji L6 is similar to Xiaomi SU7 in product rhythm.
It also holds a “technical conference” first, and the real sale and announcement price is arranged for the Beijing Auto Show at the end of the month.
However, in the face of Xiaomi’s strong move, Zhiji still could not help it, first announced the three versions and some configurations of the L6, and announced that the pre-price range is between 23 and 330000, this price is obviously aimed at Xiaomi SU7, according to industry practice, the actual price will be reduced.
First, let’s take a look at Zhiji L6 standard edition, which sells for no more than 230000, while Xiaomi SU7 standard edition costs 215900 yuan.
These two cars also have competitors of the same price, polar krypton 007, although the performance-to-price ratio is higher, but the positioning of polar krypton 007 actually does not meet the standard of C-class cars.
The focus is on Zhiji and Xiaomi, whose prices are similar, but the Zhiji L6 has more features, including three core selling points: digital chassis, rear wheel steering, and high-end smart cars.
First, let’s take a look at the chassis.
The digital chassis of the Zhiji L6 is equipped with a rare combination of air spring and CDC, which is more than 200000, which can control the car body like a head.
At the same time, with rear wheel steering technology, it can also achieve horizontal crab travel and oblique driving, greatly improving its ability to extricate itself from difficulties in extreme scenes.
The rear wheel steering also reduced the turning radius of the car to 4.
99 meters, making it as flexible as an A0-class car when turning around.
Zhiji also pointed out at the press conference that cars of the same class have a turning radius of more than 5.
7m, which happens to be the turning radius of Xiaomi SU7.
By contrast, although the chassis quality of Xiaomi SU7 has been widely praised, its function richness is not as rich as that of Zhiji L6, and the standard version is not equipped with air spring.
As for smart driving, Xiaomi SU7 Standard Edition is equipped with Orin N chip of 84TOPS computing power, which only supports high-speed NOA but does not have the ability of urban NOA, while Zhiji L6 is equipped with Orin X and lidar, supports high-level smart driving, and announces that it can be opened all over the country by the end of the year.
When talking about smart driving, Zhiji Liu Tao also said, “We shrank again and again, but it still took 6 minutes.
” I envy General Lei that he can finish his speech in a minute.
” As for the core battery life, the SU7 standard version has finally made a comeback, and the SU7’s power consumption of 100 kilometers is significantly lower, so that it can achieve longer battery life when the battery capacity is close.
In terms of voltage platform, Zhiji L6 and Xiaomi SU7 are also 400V + 800V dual platforms, and both standard models have 400V architecture.
Then let’s take a look at the top version.
The price of the top version of Zhiji L6 is no more than 299900 yuan, which is also the price of SU7 Max, which is almost hand-to-hand combat.
In addition to the core functions such as digital turf and rear wheel steering, in terms of dynamic performance, the top version of Zhiji L6 (motor power 579kW) also has more advantages than Xiaomi SU7 Max (motor power 495kW).
Previously, officials also said that Zhiji L6 had entered the 2-second club.
In addition, the Zhiji L6 also has a big trick.
The “Lightyear version” with semi-solid batteries will begin to be delivered in the second half of the year, priced at no more than 330000 yuan.
The Lightyear model is expected to be replaced with a 133-degree semi-solid battery on the basis of the top model, with a range of more than 1000 kilometers and higher energy efficiency and safety.
Objectively speaking, after some comparison, it is not difficult to find that the hard index of Zhiji L6 is not bad, even worse than Xiaomi, and there are exclusive technologies such as digital chassis, rear wheel steering, head car control, solid-state battery and so on.
Zhiji’s pricing strategy this time is also quite pragmatic and sincere to consumers.
However, this kind of pragmatism and sincerity are somewhat lacking in publicity and marketing.
There is no doubt that the Zhiji L6 is a good car, it could have concentrated on telling its own story, but marketing mistakes made the car live in the shadow of Xiaomi.
During the whole press conference, Zhiji did a lot of imitation of Xiaomi and a lot of innuendo about Xiaomi.
In addition to the above-mentioned “Lei Zongzhi driving only spoke for one minute”, it also contained the intelligent performance of Xiaomi car.
On one page of PPT, Zhiji questioned Xiaomi’s flashlight, mobile phone bracket, external fragrance, external walkie-talkie, Bluetooth stereo, etc.
, implying that Xiaomi SU7 is not “smart”, thus highlighting that he is really smart.
But in fact, these functions of Xiaomi SU7 are only launched out of user experience, and do not fully represent the intelligent level of Xiaomi SU7, and the real core of Xiaomi lies in the intelligent functions such as surging cockpit, CarIoT hardware ecology, Xiao Ai, driver interconnection and so on.
At the end of the press conference, Liu Tao also made it clear: “Xiaomi SU7 to bid Model 3, Zhiji L6 to bid Xiaomi SU7.
” But what is different is that at the press conference, Xiaomi SU7 generously acknowledged the advantages of Model 3 and another target Porsche, and said that it would continue to catch up in the future, while Zhiji L6 ended with the phrase “We respect Xiaomi very much.
” Obviously, Zhiji did not establish a correct understanding of Xiaomi SU7, and even Liu Tao ended up with “the technology may not be in the hands of traffic” at the end of the press conference.
This also leads to the fact that when Zhiji L6 aims at Xiaomi SU7, it cannot break up and crush each functional parameter like Xiaomi SU7 Model 3, and put it on the open surface for public comparison.
Staring at the opponent everywhere, but also let Zhiji cover up his own bright spot.
In fact, Zhiji has proved its strength to some extent since last year’s LS6.
For example, in terms of appearance, both LS6 and L6 have highly original design languages, and they are even more elegant on low-lying cars like the L6, and the upturned all-in-one headlights are the only ones in the same class.
In terms of mechanical quality and intelligence, compared with last year’s LS6, the price of the L6 is changing.
In the case of small transformation, the whole series is equipped with Snapdragon 8295 chip, rear wheel steering, digital chassis, etc.
, even compared with the higher level L7 is not inferior.
It can be said that at the product level, relying on SAIC, Zhiji, who attaches importance to R & D, has absolute strength, not worse than Xiaomi, but the mistakes in marketing and publicity make Zhiji a passive party.
From the first exposure of Guangzhou Auto Show last year, to the global appearance of Geneva Auto Show, and then to yesterday’s technical conference, we can see that Zhiji has devoted a lot of effort to the L6 car.
From the perspective of products and pricing, Zhiji L6 also showed strong enough competitiveness.
The next thing to face is this wave of splashing sky traffic, whether it is true red or black red, at least now more people understand the Zhiji L6 this car, before the Beijing Auto Show, correct attitude to face the opponent, with strength and attitude to prove themselves, believe Zhiji L6 will be recognized.
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