Arguably, backed by big trees, there is no shortage of funds, resources and technology enterprises, and the mix should not be too bad. But from a realistic point of view, superior birth does not mean that you can easily succeed. In the automobile industry, many emerging "rich second generation" automobile manufacturing enterprises in recent years have encountered certain challenges in the early stage. The ultra-Vietnamese car is no exception.
According to public data, since its listing in October last year, the sales volume of Extreme Yue 01 has been in three digits. Two months before listing, the sales volume of Extreme Yue 01 did show an upward trend. However, since then, the sales of Extreme Vietnam 01 have turned sharply. In February of this year, Extreme Yue 01 only sold 147 vehicles. In April this year, the sales volume of Extreme Yue 01 was 362 vehicles.
It should be pointed out that, with the help of electrification, the recognition of local high-end models in China has been increasing, and the popularity has even surpassed that of traditional luxury brands. At present, there are frequent electric SUV models positioned at 200,000-400,000, and the sales of many models have reached thousands or even more than 10,000. In contrast, the market performance of Extreme Yue 01 is somewhat dwarfed.
To put it bluntly, as a brand of cooperation between Baidu and Geely, it can be said that it has gathered almost all the prerequisites that new car-making forces dream of, such as capital, technology research and development, and manufacturing system.
Driven by the joint efforts of Geely and Baidu, the car-making project of Jidu Automobile, the predecessor of Jiyue Automobile, has advanced rapidly. In just one and a half years, the limited edition of ——ROBO-01 lunar exploration, the first model of Jidu automobile, was born. ROBO-01 turned into 01 after a year of turning around because of the qualification problem of building a car. At this time, it was only two and a half years since the establishment of Distance Concentration.
From the product point of view, the ultra-01 is also remarkable.
Let’s talk about origin first. Extreme Yue 01 is developed based on the vast architecture of Geely SEA, and it is a sister car with the latest pure electric products of brands such as Extreme Krypton 001, Volvo and Polar Star.
Let’s talk about design Jiyue 01 has won three design awards: 2023 Red Dot Award, 2023iF Design Award and 2022GOOD DESIGN Award.
But the most brilliant thing is the intelligent level of Extreme Yue 01.
It is reported that Extreme Yue Auto decided to be a vehicle-level operating system SOA when defining Extreme Yue 01, and integrated it with electronic and electrical EEA into an intelligent architecture JET to realize global, end/cloud integration.
Moreover, Extreme Yue is also the second manufacturer to mass-produce pure visual intelligent driving solutions after Tesla. Extreme Yue 01 adopts a "pure vision" scheme based on high-definition camera, millimeter-wave radar and ultrasonic radar, and comes standard with a "ROBO Drive" intelligent driving system, and can subscribe to the ROBO Drive Max advanced intelligent driving system for 12 months for free.
In addition, Extreme Yue 01 also deeply integrates the technical capabilities of ERNIE Bot, Apollo, Baidu Map and Xiaodi.
It is worth mentioning that the system of Extreme Vietnam 01 is updated very quickly. Less than 5 months after listing, Extreme Yue 01 has pushed OTA 5 times. The latest V1.4.0 version has upgraded 200+ functions, including OCC(Occupancy Network Technology) visualization effect, two-way integration of SIMO and ERNIE Bot model, etc.
In the view of Extreme Vietnam and Baidu, the intelligent level of Extreme Vietnam 01 comes from the first echelon in China. Li Yanhong, founder of Baidu, once said that "Jidu will lead the Tesla generation in autonomous driving technology".
Such hard-core product strength also gave great confidence to Xia Yiping, CEO of Jidu Automobile at that time. He once said: "My goal is to sell 10,000 units a month. There is really no need to worry about building a car now, but it doesn’t mean that you can sell it if you build it. " In addition, Xia Yiping also revealed that "in 2028, Jiji will have the ability to deliver 800,000 car robots throughout the year".
However, the market performance of Extreme Yue 01 did not develop according to the official expectation.
From the anecdotal point of view, an objective factor is the fierce market competition. At present, the medium and large SUV market where Extreme Yue 01 is located has gathered competitors such as its sister cars Krypton 001, Tucki G9 and Zhiji LS6, and there are also star models such as Tesla Model Y at the same price. Fierce market competition objectively hinders the difficulty of "breaking through" from the market.
On the other hand, the core advantage of Ji Yue 01′ s intelligent driving has not brought too strong attribute bonus. Even if the intelligent driving level of Extreme Yue 01 is excellent, it can only be applied in a few big cities at present. The nationwide opening of PPA is expected to wait until after the listing of Extreme Vietnam 07. However, Tucki, Weilai, and Huawei all have more brand-name intelligent driving systems than Jiyue.
In addition, due to the low ownership of Extreme Yue 01, the users who have experienced the extreme Yue intelligent driving system are also limited, and the advanced intelligent driving system has not directly stimulated sales.
In fact, as we all know, one of the important reasons for the sluggish sales of Extreme Yue 01 is the lack of popularity and low sense of existence.
"From April 2023 to September 2023, we didn’t publicize it for nearly half a year. It takes only seven months for users to know more about Extreme, and it takes only four months for Extreme 01 to go public. " Xia Yiping said.
In March of this year, Xia Yiping pointed the finger at marketing when reflecting on the reasons for the sluggish sales of Extreme Yue 01. "When a user enters the Extreme Yue store, the first question to think about is not that I want to buy a car, but what brand is it, which requires us to solve the problem."
According to reports, from January this year, Jiyue Automobile began to make a big change in the entire marketing and sales team, and it personally led the team to start the reform of marketing and sales. Since the end of March, both the UD- user development department at the marketing end and the UO- user operation department at the sales end have undergone personnel adjustment. Xia Yiping personally took charge of the marketing end UD- the head of the user development department; Andy.Gao from Tesla is the head of the sales UO- user operation department.
In addition to organizational changes, Xia Yiping believes that the sales methods need to be adjusted accordingly. "In the past, many stores attracted users with simple and rude preferential policies, and sold things wrong," Xia Yiping said. "Extreme Yue 01 wanted to sell experience instead of hardware."
Xia Yiping put forward new sales requirements after focusing on sales. "Users don’t have to buy a car, but they should know the brand when they leave." At the same time, they also increased the live broadcast to publicize intelligent selling points to attract scientific and technological people.
In addition, the soon-to-be-listed second model, the Extreme Yue 07, will also bring new increment to the Extreme Yue automobile. However, in the industry’s view, it will take some time for Jiyue to get out of the painful period.
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