Although new energy vehicles are the hottest, today, the market is already so crowded, can we still accommodate new brands? Although it cannot be sloppyly affirmed or denied, one thing is certain: the threshold for success is increasing.
Under the temptation of China's huge market size, the " inverted " that we see cannot stop the enthusiasm of capital, and new faces are still constantly present in the field of new energy vehicles. Not long ago, the price of Youjia NV was launched, with a starting price of 278,800 yuan.
In 2018, the founder of Niu Electric Vehicle Li Yinan resigned and started a business again, entering the new energy vehicle track, and released the Ziyoujia brand in 2021, and Ziyou NV is the first model, including two powers: extended-range and pure electric.
With the successive entry of front-line automobiles and technology companies, the space for new entrepreneurial car manufacturing forces is getting smaller and smaller. How can Li Yinan and his brand of self-youjia break through? It is a test for this former "Huawei Young Marshal".
and Mahayana jointly develop, want to copy Huawei mode?
I believe most people are still unfamiliar with the brand of self-youjia. This is a brand new new energy vehicle brand created by Li Yinan. The English name is NIUTRON, so the startup company is named Niu Innovation Energy. A few days before the new car was officially launched, the company was officially renamed Marstone Technology. The official explanation was to avoid confusion between the brand name and the company name. Many people will say that this wave of operation is puzzled, and it feels like it is unnecessary. But if you have a deep understanding of the operating model behind the Ziyoujia brand, you will find the real intention. As we all know, car manufacturing qualifications are a difficult problem for startups. Either you have to buy them at a high price or cooperate with qualified companies. The previous "Wei Xiaoli" and Huawei and Xiaomi all face the same problem.
and Li Yinan chose to cooperate with the target of Mahayana Auto . Although Dacheng Automobile is also a recruit, it has obtained dual qualifications for fuel vehicles and new energy vehicles through a series of operations, but it has not been successful in building its own cars. Li Yinan cooperated with Dacheng and not only has the qualifications, but also took over its Changzhou Jintan Smart Factory. The factory was produced by its exclusive production line.
Obviously, the cooperation model between the two parties is different from the OEM of , NIO , and it is also different from the ideal acquisition, but it is more like the relationship between Huawei and Cialis, and there is a breakthrough. Even the trademarks of Ziyoujia and NIUTRON are registered by Mahayana.
In this regard, Li Yinan's statement is: Mars Stone Technology will empower Mahjong cars in forward-looking technologies such as software, intelligence, and three-electric, and jointly improve the level of complete vehicles and intelligent software.
The phrase seems familiar, that is the cooperation model between Huawei and Cialis, which can understand why Li Yinan changed the company to Mars Stone Technology.
Perhaps, this can better highlight its professionalism and achieve the success of copying AITO on the auto-youjia brand.
Product strength is the key, what are the selling points of Ziyoujia NV?
Of course, no matter the NIO model, Huawei model, or ideal model, it ultimately depends on product strength. I have to mention Ideal here. Among the new domestic car-making forces, Ideal is the most developed SUV with a price of 300,000+, and its monthly sales are basically stable at 10,000+.
review, the biggest advantage of ideal is precise positioning. First, firmly choose the more acceptable extension program, and second, it is an accurate grasp of the needs of the user group of urban super dads. Some of the ideal successful experiences of
have been learned from many subsequent companies, such as: Dongfeng has created Lantu , Huawei Cialis has created AITO FAQ, and Changan Deep Blue, and this time, the self-youjia NV, have all chosen the breakthrough point of the extended program.Although it is regarded as a "backward technology" by some companies that focus on hybrid technology, the technology is relatively simple and has a low threshold. Consumers still accept it, so why not do it?
This time, Ziyoujia NV launched a Gemini Gemini Power Module System based on the independently developed GEMINI Gemini Power Module System. There are three models, providing pure electric version and extended-range version models. Among them, the range of pure electric models is 440 kilometers and 560 kilometers, respectively, with prices of 278,800 yuan and 318,800 yuan respectively. The price of the extended-range model is 288,800 yuan, equipped with a 1.5T four-cylinder range extender and provides 150 kilometers of pure electric range. The comprehensive range of CLTC is 1,257 kilometers under full fuel and full power.
All new car series comes standard with iAWD intelligent dual-motor four-wheel drive system, using high-efficiency permanent magnet synchronous motor , the pure electric version parameters are 280kW and 452N·m, the extended-range version is 270kW and 526N·m, and the speed increase time of 100 kilometers is 5.9 seconds.
In addition, from the name point of view, the Ziyoujia NV highlights the self-driving travel function, such as supporting 7 driving modes to switch at any time, and also has a minimum ground clearance of 200mm and a transparent chassis function, which also has a skill in dealing with complex road conditions.
Whether it is the attention of consumers or the promotion of manufacturers, extended-range models are the focus. Overall, the extended-range version of Ziyoujia NV should be between the old model Ideal ONE and the new model Ideal L7. It has no obvious shortcomings, but it has no particularly outstanding highlights. It is a car with relatively strong balance and takes the cost-effective route.
Market competition analysis, does the high-end market accept the mean?
From the perspective of positioning, Ziyoujia NV is a medium and large SUV, and competitors are the main players of various brands. The extended-range options include Ideal L7/L8, Inquiry M7, Lantu FREE, and pure electric ones include NIO ES7/ES8, Xiaopeng G9, etc.
From the perspective of body size, the length, width and height of the Ziyoujia NV are 4915/1962/1755mm respectively, and the wheelbase is 2910mm, which is not outstanding compared to competitors of the same level.
From the perspective of performance, take the key indicator of "100 km acceleration" as an example. In the same four-wheel drive version, the QR M7 only exceeded 100 seconds, and the Ideal L7 also achieved 5.5 seconds. Obviously, the 5.9 seconds of the Youjia NV are slightly inferior.
In terms of intelligent driving assistance, Ziyoujia NV is equipped with Horizon Journey 2 chip and Horizon monocular visual perception solution, which is not advanced.
It is worth noting that Ziyoujia NV supports hardware payment upgrade to SuperDrive AAD, using 2 Horizon Journey 5 chips, increasing computing power to 256TOPS, and also has 12 cameras, 12 ultrasonic sensors , and 5 millimeter-wave radar , which can realize the NOA (Navigate on Autopilot pilot assisted driving) function of highways and urban roads, as well as fully automatic parking functions in more scenarios. However, this will not be opened and upgraded until the third quarter of next year, and actual performance still needs to be verified.
Of course, the price of the Ziyoujia NV is only 288,800 yuan, while for the same four-wheel drive version, the prices of the Ideal L7 and the Inside M7 are 339,800 yuan. Therefore, the cost-effective route of Youjia NV is obviously taking, which is to choose a relatively mature plan in a relatively mature market segment, lower the price and lower the entry threshold.
However, it is still unknown whether this logical market recognizes it. You should know that the situation where the M7 in the world is supported by Huawei and its performance is more radical, in the words of Yu Chengdong , it is "if you want to do it, you can be the first in the industry", and the four-wheel drive model of Lantu FREE has also achieved a range-extended version of the four-wheel drive model of 4.5 seconds. In the high-end new energy vehicle market, does Ziyoujia NV, which entered the market later, have the opportunity to choose the mean?
According to the existing data, the current domestic new energy vehicle ownership is about 11.49 million, accounting for only about 3.6% of the domestic vehicle ownership, and the market space is very huge. However, the competition is also fierce. In addition to those that have already been launched, there are also a large number of tough players such as Xiaomi, , Baidu , etc. Therefore, if a new brand wants to stand out, it still needs to add some hot news.
