Author | Yun Ge
Since the beginning of this year, the delivery volume of Jidu Auto has significantly increased.
Data shows that as of the end of November, the cumulative delivery volume of Jidu 001 has reached 66,611 vehicles. Among them, the sales volume in November was 11,011, an increase of 447.3% year-on-year and 8.8% month-on-month.
After breaking the 10,000-vehicle mark in October, Jidu 001 has achieved another good result. Coupled with Jidu’s statement of “average order amount exceeding 336,000 yuan”, Jidu 001 is now the sales champion of Chinese brand pure electric vehicles priced above 300,000 yuan.
It is worth mentioning that the market for Jidu 001 may continue to expand. According to Jidu, with the further improvement of the supply chain, the delivery cycle for Jidu 001 is expected to be further shortened to 4-6 weeks, and the orders in mid-to-late December will also be delivered by the end of the year. Jidu CEO An Conghui previously stated: “Jidu has a production capacity of 300,000 vehicles, and there is no problem in guaranteeing production and delivery, because we have other factories.”
From zero to breaking the 10,000-vehicle mark in a month, to a cumulative delivery of nearly 70,000 vehicles, Jidu has only taken one year. From the high-end luxury positioning of Jidu 001 to the redefinition of luxury MPVs with Jidu 009, Jidu has continuously brought surprises to the new energy vehicle market since its birth. Looking at Jidu’s amazing performance in terms of speed and efficiency, one can’t help but wonder where is the ceiling for this brand?
Product is King
In the era of internal combustion engines, a price tag of 200,000 yuan was a threshold. With the advent of electrification and intelligence, Chinese brands have regained their upward momentum. NIO and Li Auto have successfully exceeded the 300,000 yuan threshold, Jidu has emerged as a new force, and Jidu 001 with an average price of 336,000 yuan has opened the door for the brand to go up. Meanwhile, the top-of-the-line price of Jidu 009, which is close to 600,000 yuan, has broken through the price ceiling of Chinese brand MPVs.
First, let’s look at Jidu 001, which uses the powerful bandwidth and top-tier hardware embedding strategy of the SEA architecture, enabling continuous evolution and bringing users a leading intelligent, comfortable and convenient travel experience. “SEA architecture is a smart and pure electric architecture that Geely has invested over 20 billion yuan in for five consecutive years. It can continuously empower the Jidu brand in terms of intelligence, autonomous driving, and the three electric systems,” Jidu said.The fact is also reflected in the new JiKe 001 model, which will be the world’s first model equipped with Kirin Battery, with a pure electric cruising range of over 1000 kilometers, and a 0-100 km/h acceleration time of only 3.8 seconds with the support of the front and rear motors.
In addition to its powerful power system, the JiKe 001’s fur leather craftsmanship, super-fiber suede ceiling material, leather seats, 8155 chip, road information navigation display, voice recognition control system, and face recognition are also truly “luxurious to the ceiling.”
Thanks to the continuous improvement of its product strength, the JiKe 001 has also attracted the attention of many traditional luxury car segment market users and technology enthusiasts. According to statistics from the JiKe side, users who have traded in for the JiKe 001, 32% come from the Mercedes-Benz, BMW and Audi brands, and 80% of the JiKe car owners are users of Apple and Huawei products.
If the JiKe 001 is the Chinese brand’s horn for a new round of upward movement, then the JiKe 009, a new electric MPV species, plays the role of “opening up new horizons for JiKe and further enhancing the brand’s positioning.”
Specifically, the upcoming JiKe 009 combines the luxury of an MPV, the strong safety of an SUV, and the excellent handling of a sports car in the “full-level difficulty” luxury MPV field. It not only sets a new benchmark for luxury MPVs in design, safety, luxury, performance, and intelligence, but also redefines luxury MPVs from the perspective of users, leading the field of six-seater large luxury cars into the era of smart electric vehicles.
In terms of power, the JiKe 009 is equipped with a high-performance permanent magnet synchronous electric drive system as standard throughout the range, with a 0-100 km/h acceleration time of only 4.5 seconds, making it the only MPV member of the 4-second club. In terms of cruising range, the CLTC comprehensive cruising range of the entry-level JiKe 009 WE version is 702 km, while the ME version can reach 822 km with the support of a Kirin battery, ranking first in the world among four-wheel-drive electric vehicles.
In terms of intelligence, the JiKe 009 has more than 30 intelligent auxiliary driving functions, including full-speed range active cruise control (LCC+ACC), door opening warning, capacitive steering wheel hands-free monitoring, remote straight-in and straight-out parking, large vehicle active deviation, rearward collision mitigation, automatic lane change warning assistance, and overspeed reminder.It is worth mentioning that in the new track of the automotive industry, JiKe, relying on the powerful technical support of Geely, has also built a smart factory, which will further expand its excellent and leading products in the market and lay a solid foundation.
Customer-Oriented
“Sticking to long-termism, always focusing on customers, creating surprises, leading demands – this is the only principle of JiKe Intelligent Technology.” This is a sentence from An Conghui, the CEO of JiKe Smart Technology, in an internal letter.
This is not only what JiKe says, but also what it does. Getting closer to consumers by just “1 metre away” is JiKe 001’s pursuit in vehicle services. It has established a self-operated system to create another home for users through the JiKe Center, JiKe Space, Delivery Center, Service Center, and Social Center. The continuously opened JiKe stores are not only places for purchasing and maintaining cars, but also spaces for car owners to enjoy technology and discuss future life. “The delivery is just the beginning. After acquiring JiKe, users will embrace a completely different JiKe life,” says An Conghui.
For charging and energy supplementing, which is inevitable for pure electric vehicles, JiKe has built a zero-anxiety charging and energy supplement service system to provide users with a better experience. Among them, the 360kW JiCharge can charge up to 120km in 5 minutes.
Meanwhile, JiKe’s charging network is also expanding rapidly. According to statistics, as of the end of November, the one-stop installation service of the JiKe Energy Intelligent Home Charging Pile has entered 309 cities in 31 provinces across the country, receiving more than 38,000 orders for home charging pile installations, and delivered nearly 35,000 of them. JiKe has built more than 570 charging stations in 106 cities nationwide (excluding special stations), including JiCharge Station, Supercharge Station, and Light-charge Station, providing different charging powers that can accurately meet users’ charging needs in different scenarios. Third-party charging networks have covered over 336 cities nationwide with more than 367,000 charging terminals.
If direct sales, fast charging and weak brand differentiation are not enough, then JiKe’s customized user service has reached the ceiling of user service for car consumers.
For modern industrial assembly lines, mass production and standardized production are undoubtedly the best ways to ensure production efficiency and achieve profitability. Customization is undoubtedly the most challenging path. According to official statistics, the JiKe 001 configuration has up to 1.57 million combinations, and there are as many as 20 different colors or configuration differences in just the door interior. The combination of colors, interior trims, tires, and wheel hubs offered by most models currently on the market usually does not exceed 1,000.
It is worth mentioning that, with the ultimate products, user-centric philosophy, and continuous user insights, Jidao’s Net Promoter Score (NPS) reached 70.29% in the “Insights into Chinese Passenger Car Market Users’ Net Recommendation Rate Report (2022 version)” released by Yiche.
Free Upgrades
While other car companies charge for their software upgrades, Jidao’s free upgrade strategy undoubtedly threw a “heavy bomb” to the industry. This move also broke through the ceiling of the new energy vehicle industry’s vehicle upgrades.
On July 11th, Jidao launched the “Jidao Evolution Day,” offering free upgrades of the 8155 Intelligent Cockpit to both new and old customers. According to An Conghui, Jidao’s CEO, the company invested a total of CNY 300 million in this upgrade.
Though the amount is not small, the free upgrade directly captured a group of car enthusiasts who had been waiting and watching, positively impacting Jidao’s sales growth in the coming months.
According to Jidao’s official information, the new generation of the 8155 Intelligent Cockpit uses a 7-nanometer process with an 8-core CPU, 16 GB of memory, and 128 GB of storage space. The powerful computing power and storage bandwidth can run more sophisticated in-vehicle applications, with significant improvements in human-machine interaction, image, multimedia rendering, and processing speed.
By spending hundreds of millions of CNY to offer free upgrades to both new and old customers, Jidao opened up a new era of free upgrades, putting pressure on their competitors. Previous upgrades had required payments, such as the upgraded service Tesla launched in March 2020, which required customers to spend at least CNY 12,400, or NIO customers who needed to spend at least CNY 9,600 to upgrade the 8155 computing platform. Furthermore, the older versions of IDEAL cars cannot receive hardware upgrades.
In the face of the long-standing practice of charging for upgrades within the industry, Jidao’s free upgrade strategy has helped establish its image as a “revolutionary” in the minds of consumers, consistent with its “Jidao Acceleration” philosophy.
Jidao’s current success in the new energy vehicle market, measured by its target deliveries of 70,000 vehicles, as well as how quickly it has achieved delivery, proves that Jidao is well on track. However, Jidao has not lost sight of the need for continued user follow-up, as Conghui mentioned in an interview. With its humble attitude, Jidao continues to strive to be the best, respects the Chinese market, and focuses on users, which will allow the company to continue to break the ceiling of the high-end new energy vehicle market.# 我的博客
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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.