In early September, Lecker’s first pure electric model, the Z10, was officially launched, and more than three weeks later, the attention of the community to this car has not diminished.
However, in addition to the regular discussion of orders, more people focused on topics such as “price reduction on the second day of the release of new cars” and “inventory clearance of battery motors”.
For example, on Sept.
6, several netizens posted that there was a drop of 10 to 16000 yuan for all Z10 models in the terminal store, such as the entry model dropped from 196800 yuan to 185400 yuan, and the top model dropped from 288800 yuan to 271400 yuan.
Subsequently, there are comments that Z10’s batteries and motors are helping other brands to “clear inventory”.
Among them, the motors use the old polar krypton 001 motors (2023), and the power, battery life and acceleration of the new cars are slightly lower than those of competitors at the same price.
In response to the price reduction, Chen Xiaofei, deputy general manager of LinkedIn Motor sales Co., Ltd. responded on Weibo that the move was a “time-limited rights adjustment” to give users the right to choose flexibly.
It is understood that after adjusting the rights and interests of users who place orders, the charging piles (4999 yuan), solar film dragon film (2500 yuan) and mobile phone discount coupons (2900 yuan) given by Lecker Z10 can be retained according to the needs of users, and can be directly offset against the final payment of the order if not needed.
the highest total price is 10399 yuan.
From this point of view, Lectra’s move is to promote the landing in time after listening to the views of users, or it can win the favor of many users, because the car can be bought at a lower price than the time-limited discount price.
However, Lecker is not so calm about the idea of “clearing the inventory of battery motors”.
It is said that in order to clarify the matter, LinkedIn recently specially invited a group of media to communicate.
Subsequently, Chen Xiaofei responded on Weibo on Sept.
27, with a very serious attitude, and his wording changed from a previous “statement” to a “solemn statement.
” The statement pointed out that the BRICS battery used in the Lecker Z10 is a customized version and is produced on a separate production line.
the cell length and battery capacity are different from those used in other brand models, based on the unity of automotive product development and production, can not be used interchangeably with other brand models.
In addition, the motors used in Lecker Z10 are all produced this year, after special matching and adjustment, and each motor has its own engraving code, which can be traced back and verified.
In order to prove its innocence, Lecker also released a video of a site visit to the Lecker Z10 battery and motor factory for users to view.
After clarifying these public opinion storms, let’s take a look at this new car.
As a pioneer in the field of pure electric vehicles, the Lecker Z10 locates an all-electric C-class sedan with a length of more than 5 meters, a wheelbase of more than 3 meters and a width of nearly 2 meters.
The time-limited discount price starts from 196800, and the starting price can be further explored by using the adjusted user rights and interests.
At this point, many people may not understand why Lecker, who has gained a lot of success in the field of interruption, should dabble in pure electricity.
To do pure electricity, why did the first model choose a C-class car? As far as the group is concerned, will Lectra’s pure electricity products compete internally when there are already many new energy brands? In the extremely internal pure electric vehicle market, what are the differentiated characteristics of the Lecker Z10 to cope with internal and external competition? In view of these problems, LinkedIn’s management team has dismantled them one by one.
There is no obstacle to doing pure electricity.
Lin Jie, senior vice president of Geely Automobile and general manager of LinkedIn Automobile sales Co., Ltd., analyzed that Lectra has accumulated more than 1 million users over the past eight years, nearly 6 million of APP registered members, and many users, especially some car owners who have already bought Lecker, want Lecker to have a pure battery when changing cars.
“We have previously counted that 60% of users are looking forward to Lectra’s pure electricity.
In the purchase of existing users, 40% of users said they would choose pure electricity, which is a large proportion.
” In addition, from the perspective of brand attributes, even in the fuel era, the user tag of Lectra is very close to that of the new power, and the user itself is at the forefront of the times.
From the perspective of product technology, Geely Group’s technology reserves in the field of new energy provide full ammunition for Lectra to enter pure electricity, so there is almost no obstacle for Lecker to make pure electricity.
It is understood that in order to promote the transformation of intelligent new energy, Geely has made large-scale investment in the fields of Sandian technology, self-developed chip, operating system, satellite interconnection, intelligence center, etc.
, with a cumulative R & D investment of more than 200 billion yuan in the past 10 years.
Build the automobile industry “the most comprehensive and leading” electrified and intelligent system It is the first car company in the world with fully intelligent technology ecological layout, such as cars, chips, satellites, aircraft, mobile phones, AI models and so on.
These technologies are intuitive in the product configuration on Z10.
Of course, at the group level, Lecker, which is involved in pure electricity, will inevitably be compared with polar krypton, which has launched a number of all-electric models.
In this regard, Lin Jie bluntly said that Lecker’s competition list, there is no polar krypton, the two are different brands, different positioning, different styles, to attract different user groups.
“to use an inappropriate analogy, the same ingredients are given to different chefs, some do Cantonese food, some do Sichuan food, and use different flavors to satisfy different consumer groups.
” It points out that many products have been developed under the vast framework, each with different brand positioning, and the segment of the Lecker Z10 is the C-class sedan, which is not covered by polar krypton.
In terms of modeling, since the polar krypton 007, the polar krypton brand has its own modeling language, and the overall elements and design are completely different from those of Lecker.
Touyuan: Lectra, in terms of design and styling, Lectra’s “originality” has always been its core competitiveness, as Lin Jie said at the launch of Lecker Z10: “users of Lecker can confidently say who I am, no matter where they are.
” not who I look like! ” Lin Jie also admitted that there may be some overlap among the group’s brand users, but this overlap is an “addition” to the vast architecture, because it is either buying An or B.
“Lectra’s R & D, because it shares a vast framework, has a lot of savings in time and cost, which also makes its comprehensive cost decline.
as long as there are more cars using the vastness structure, the vastness’s overall competitive advantage will be stronger.
It will also be more competitive in the market.
” Use C-level to improve the product layout, since you choose to do pure electricity, why did the first model choose C-class sedan? In the follow-up pure electricity product layout, how does Lectra plan? Lin Jie said frankly that the sales of C-class cars are definitely not as good as those in the SUV market, but its growthIt’s fast.
“at present, the shape of this market is still relatively simple, everyone is fighting for configuration, and we hope to bring consumers more rational thinking.
” According to reports, the Lectra Z10 was very restrained this time and did not engage in an “arms race”.
For example, in the selection of batteries, lithium iron phosphate batteries were used in the whole department.
There are several reasons for this decision: first, economy.
second, the improvement of the overall performance of lithium iron phosphate.
The golden brick battery carried by Z10 can last 573 kilometers in 15 minutes, which can fully meet the charging needs of users.
The charge and discharge rate is very close to ternary lithium, and with the upgrading of thermal management in the car, the rate of lithium iron phosphate battery life in winter is also very close to ternary lithium.
Third, safety, from the chemical composition point of view, the overall safety of lithium iron phosphate is stronger than ternary lithium.
fourth, the comprehensive cost, the proportion of installed capacity of lithium iron phosphate is more than ternary, 70% of electric vehicles in China are lithium iron phosphate batteries, and its overall cost is still falling, which can better give back to users.
Lin Jie also suggested that new energy consumers should be combined with their own actual needs, do not blindly catch up with the new, do not have to buy the most expensive, and buy the one that best suits their current needs.
For example, the Lecker Z10 offers 400V and 800V, which recommends rational consumers to buy 400V because it is more cost-effective.
Wang Ying, executive vice president of Lecker Brand Research Institute, added that both 400V and 800V are solutions to users’ charging anxiety and battery life anxiety, and Lecker Z10 is currently leading the charging efficiency of the 400V platform.
In addition, from the point of view of product pedigree, Lectra is still a blank in the field of C-class cars.
Z10 will make the product layout of Lecker more perfect after it is listed on the market.
in the whole pedigree of Geely Automobile Group, C-class cars are also vacant.
To some extent, Z10 is equivalent to bearing the planning of the group and driving up the brand together.
Lectra Z20.
Tu Yuan: Ministry of Industry and Information Technology, the second pure electric model Z20 has been declared in the Ministry of Industry and Information Technology a few days ago, and the official map has been exposed subsequently.
It is understood that the Lecker Z20, like the polar krypton X, smart elf # 1, smart wizard # 3, Volvo EX30 and other models, is built by Geely SEA vast architecture, is a smaller product, will debut in Europe in October, and then enter the Chinese market.
Today, pure electricity market competition has entered a white-hot stage, in addition to a number of new forces, many people of the second generation have also begun to make efforts.
As a newcomer, differentiation competition is essential if Lecker wants to quickly occupy a place in the market.
In addition to the original design mentioned above, the e-sports cockpit jointly built by Meizu is a big attraction.
On September 25th, the Z10 STARBUFF, the world’s first high-energy e-sports entertainment cockpit created by LinkedIn and Star Meizu, was officially released, with a price of 236800 yuan.
The cockpit claims to be the “only” Flyme Auto machine adapted to the Windows system, equipped with 17-inch 3K 90Hz OLED high-brush screen, equipped with 1TB solid-state hard disk, 5G unlimited flow.
the cockpit is equipped with AMD V2000A desktop system chip, AMD RX 6600m independent graphics card, water cooling.
The Z10 is the first to use AMD V200 chips and independent graphics cards to support 3A games.
Although the AMD V200 is not cheap, Lecker hopes that the smart cockpit will differentiate it from other brands.
” Lin Jie said.
Recently, the 3A game “Black Myth! Wukong is very popular, and the arrival of the Z10 electronic version of LinkedIn is undoubtedly a blessing for e-sports enthusiasts.
Because it costs tens of thousands of yuan to do an e-sports room at home, the Z10 version is equivalent to a mobile immersive space, with 23 loudspeakers, three-dimensional surround sound, “listening to sound and distinguishing taste”, and massage, heating, ventilation and other functions.
Lin Jie said that Linke will do what other enterprises do not dare to play or do.
This is not only the spiritual pursuit of the brand, but also the requirements given by the group to dare to do differently.
In addition, Lecker has also made great progress in high-level smart driving, which adopted Lutes’ LHP (full name Lotus Hyper Pilot) scheme, becoming the first car in China to pass the test and get the L3 certificate before it went on sale.
For Lectra, this can provide a higher-level smart car at a lower cost.
for Lutes, a larger number of users can share research and development costs and provide more scenario data.
“We chose to work with Lutes Robot on the smart ride, which further proves that the launch of the Lecker Z10 is not a ‘flat building’, let alone a ‘car out of thin air’, but a particularly good combination in the large technology resource pool of the whole group.
” Lin Jie once again stressed the group’s support and empowerment for Lectra’s layout of pure electricity.
Summary: contrary to the various expectations before the listing, the Lecker Z10 seems to be “negative” after the official listing, but fortunately it did not disturb its market performance.
According to Lin Jie, Lecker Z10 will probably deliver about 3000 units in September.
“sales are not as high as expected, but they are not as bad as expected.
” As the first model launched by Lectra in the field of pure electric vehicles and positioned as a pure electric C-class sedan, the Z10 can achieve such a good result in the first incomplete delivery month, and the follow-up depends on whether its sales can continue or even hit a new high.
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