Author: Kaizuka Qiu, Hui Tian
199 vehicles delivered in the first week are catching attention because of ZEEKR 001 from the brand JIK-SEM.
It should not be forgotten that JIK-SEM only officially released their brand on April 15th this year, and on October 23rd they began delivering their first model, ZEEKR 001, which took only a short 192 days.
For a new brand, the best way to win customers over is to do more things that are beneficial to them. JIK-SEM is exactly like this, insisting on creating a user-centric enterprise to treat customers with a people-oriented mindset. Take delivery as an example, and JIK-SEM provides three delivery methods:
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JIK-SEM Experience: invite local and non-local users to a delivery experience center to pick up their cars.
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JIK-SEM Comes to Home: directly delivers ZEEKR 001 to the users’ home.
Owners who choose “JIK-SEM Comes to Home” delivery method do not have to go to the store during the delivery process but wait at home for their beloved cars to arrive. Who wouldn’t love such an innovative service experience?
From public data, it can be described as torrid regarding the reservation status of ZEEKR 001: from April 15th to June 15th, all production capacity for ZEEKR 001 in 2021 was already booked. Since then, JIK-SEM has advanced the sale of production capacity for 2022.
However, JIK-SEM is still not satisfied with this. After two rounds of user equity programs, JIK-SEM announced a new user equity plan starting from November. There are real gold and silver discounts and gifts in each of the three consecutive rounds of user pre-order equity plans, which shows their sincere commitment.
From this, consumers can see how JIK-SEM, a user-oriented enterprise, continues to pamper its users!
From the User’s Perspective
The first group of car owners delivered on October 23rd was only a small part of ZEEKR 001’s reservations. Being able to get this popular model in the earliest batch and going to the JIK-SEM smart factory for delivery made them very excited. The appearance and interior of ZEEEKR 001 also made the delivery site a large “real fragrance” scene.
The first delivery of ZEEKR 001, “wait-and-see party” is estimated to be more excited. In addition, the activity of paying 5,000 yuan deposit and getting 15,000 yuan car purchase discount has ended on October 31st. Consumers who have not yet made a reservation may be a bit anxious, worrying that JIK-SEM will no longer provide various car purchase benefits under the background of a large number of pre-orders. However, JIK-SEM also timely announced the car purchase benefits from November 1st to December 31st. The “wait-and-see party” should be satisfied after reading it.
From November 1st to December 31st, customers who book the ZEEKR 001 will enjoy a discount of 12,500 RMB off the car price with a deposit of 5,000 RMB, and will receive free 21-inch wheel upgrades and electric blue paint for the WE Edition model.
Although the discount amount has been slightly reduced, the benefit of reserving the car price with the deposit remains. Additionally, ZEEKR is surprising customers who book during this period with a delivery gift package that includes a set of basic velvet floor mats, a velvet trunk mat, a sunroof sunshade, a hand-held vacuum cleaner, and a 32G TF card for a dashcam. These thoughtful and practical gifts add value to the customer’s purchase.
At the same time, the ZEEKR 001 YOU version’s free non-operational charging rights for the first reservation are still retained. Customers who reserve by the end of the year can enjoy up to 1000 kWh of free charging per month. Additionally, ZEEKR 001 YOU version owners will receive third-party charging rights granted by ZEEKR: out of the total 1000 kWh per month, they can enjoy up to 300 kWh per month on third-party charging piles connected through the ZEEKR App charging map. This offer is valid for one year from the date of self-pick-up.
ZEEKR fans and car owners can also invite friends to purchase the ZEEKR 001 and receive up to 4000 RMB in gift points per vehicle.
In addition to lifetime quality assurance, roadside assistance, and data traffic, ZEEKR also offers free home charging piles as part of their standard benefits.
Currently, ZEEKR 001 has a large number of orders, with deliveries scheduled to continue into next year. However, there is still a great deal of policy and supply chain uncertainty for the new year. For example, the national subsidy policy is set to decline again as originally planned, and the chip shortage may worsen. Despite these uncertainties, ZEEKR is maintaining a high level of benefits for customers, proving their dedication.
Attraction is More Than Just “Luxury Hunting Gear”
The ZEEKR 001’s hunting gear design is quite attractive. And given the increasing homogeneity in the appearances of electric vehicles on the market, this design stands out even more.
ZEEKR 001 stands out with its rare hunting style, balancing the luxury of a coupe and the technology of a new energy vehicle. With a length of 4970mm, a width of 1999mm, and a wheelbase of up to 3005mm, this type of hunting style, previously only seen on million-dollar luxury cars, is now available on a 300,000 RMB level vehicle thanks to the innovation of ZEEKR.
What’s even more impressive than the hunting style is the product power of ZEEKR 001 in terms of its three-electric system and performance. It shines not only on the outside but also on the inside.
In terms of performance, ZEEKR 001 can accelerate from 0 to 100km/h in just 3.8 seconds, and its performance in the Elk test can reach 82km/h. Such powerful performance is rare even in the field of electric vehicles. Moreover, the stopping distance of ZEEKR 001 from 100km/h to 0 is only 34.5 meters.
After test-driving and taking delivery of the vehicle, many car owners gave positive evaluations of ZEEKR 001 on the JIKR app.
As an intimate communication and sharing community between the company and users, the JIKR app is very active with many users sharing their experiences, life stories, and opinions about JIKR, among other things. One ZEEKR 001 owner who switched from a fuel car gave a real comment on the vehicle’s performance on the app, saying that the push-back feeling from the start was something that fuel car owners had never experienced before. Some electric car owners also gave very positive evaluations. One Tesla Model 3 Performance owner who test drove ZEEKR 001 said that in terms of acceleration, ZEEKR 001 was even more enjoyable than the Model 3.
Some car owners who have already taken delivery of the vehicle also tested its cruising range and found that ZEEKR 001’s energy consumption was even better than expected.
During the recent delivery season, a ZEEKR 001 owner tested their vehicle’s range and found that the power consumption was only 13.8kWh/100km in urban road conditions, which is much lower than the average power consumption of other vehicles in the same size range, which is over 17kWh/100km.
ZEEKR not only produces luxury vehicles but also focuses on providing comprehensive services. ZEEKR has always insisted on “whole-life cycle management and full-scene coverage of user service”. Being different from traditional luxury car brands, ZEEKR has no dealers, and its self-operated services create a high-quality car ownership experience that covers all aspects of the car-buying process, including browsing, purchasing, delivery, driving, maintenance, and user communities.
In order to provide consumers with the best service experience, ZEEKR has implemented a five-pronged approach centered around product and service life cycles, including the ZEEKR center, ZEEKR space, convenient charging facilities, comprehensive delivery and maintenance services, and an online user community.
The ZEEKR center and ZEEKR space will be the first touchpoint for potential vehicle owners to interact with ZEEKR and experience high-quality services from the very beginning. The plan is for the ZEEKR center to serve as the origin point, while the flexible ZEEKR space will have a widespread coverage to cater to potential customers in their own regions. The first ZEEKR center was opened in early September on Nanshan Road in Hangzhou, and over ten space stores have been established in cities across the country to make it easier for users from different regions to browse and purchase vehicles and experience the trendy lifestyle that ZEEKR offers.
In terms of delivery and maintenance services, ZEEKR is building large-scale delivery and service centers as a guarantee, while in the online user community, ZEEKR establishes an online social center to connect users.
Before ZEEKR started delivering its vehicles, the brand held a launch event in core cities across the country. With this innovative way of building connections and relationships with potential customers, the ZEEKR team made a collective appearance to promise its users that ZEEKR is here to stay, and its service team and capabilities are ready to provide seamless services to car owners from purchasing to driving. As the saying goes, a good start is half the battle won, and ZEEKR’s performance has given both car owners and potential customers more confidence in the brand.
For electric vehicles, charging is also a critical aspect of the driving experience.The charging services provided by Zeekr cover all scenarios of charging. There are three types of charging scenarios for car owners: first, charging at home; second, charging at public charging stations at the destination or en route; third, charging needs outside the coverage of public charging.
For the first type of home charging, Zeekr provides free home charging piles and installation for all car owners. These charging piles are efficient and have intelligent functions such as multiple safety protections, fault self-checking to eliminate potential safety hazards, one-button charging through the APP, remote and scheduled charging from the car end, Bluetooth control even when network is offline, instant charging upon plugging in, and sharing with family and friends.
For the second type of public charging scenario, Zeekr’s strategy is clear: ensuring charging experience. Based on self-construction and self-operation, Zeekr connects to third-party charging networks to achieve faster charging efficiency, better network coverage, and enhanced charging experience.
Zeekr’s self-constructed supercharging and ultra-fast charging stations have been officially completed, including two supercharging stations and one ultra-fast charging station, all located in Hangzhou. More supercharging and ultra-fast charging stations are synchronously under construction in over ten cities nationwide.
For the third type of charging needs outside the coverage of public charging, Zeekr provides the “Electrode Delivery” service, which consists of two services: a mobile charging car that provides secure power supply in emergency situations, and an on-site charging assistance service. The “Electrode Delivery” on-site assistance service was launched in 10 cities across the country on September 30, and is expected to serve a total of 30 cities this year, providing reliable emergency support to users in urgent situations.
As cars gradually transition from a single transportation attribute to carrying more intelligent, interconnected, social, and service attributes, Zeekr strives to create a complete car experience for its users.
Zeekr’s Speed is Impressive
192 days may be short for traditional automakers, but it is a long time for smart technology companies.
Zeekr Intelligent Technology is different from traditional car brands, and thus, we should view Zeekr from a different perspective.
Zeekr is the first brand built on the “Magnificent” architecture created with Geely’s 20 billion yuan investment. The Magnificent architecture is a comprehensive system that can produce a full range of passenger cars from compact cars to pickup trucks. Zeekr has been fortunate to grow on this outstanding architecture.
At the same time, we can also see that as Zeekr rapidly grows, it deeply focuses on the co-creation concept from product planning definition to the implementation of the entire car ownership life cycle, working with users to create the ultimate travel experience that is completely different from that of traditional enterprises.
Zeekr’s speed has set an example for traditional automakers transforming into technology brands. Launching a best-selling car and quickly iterating while considering the full product life cycle and user experience are crucial. Most importantly, companies must have the ability to respond and iterate quickly.In the process of maintaining such a speed, Zeekr still insists on creating value for users, providing real and whole-hearted benefits for car purchases and improving service experience. The speed of Zeekr is like a snowball, the faster it rolls, the larger the group of gathered users. Those who follow the right path will surely have help along the way, while those who follow the wrong path will be left with few. Ultimately, whether a company is oriented towards users, their eyes will be sharp and tell the truth.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.