In another ten days, Zhinuo , the joint venture independent brand of BMW Brilliance, will celebrate its fourth birthday. Before this juncture, Zhinuo finally launched the second model - 60H. Unlike the first pure electric model 1E, the 60H, which was launched on March 21, is a plug-in hybrid SUV; but the same is that both 1E and 60H are from BMW's entry-level SUV - X1, respectively, but the 1E comes from the previous generation of BMW X1, while the 60H is a new generation.
In addition to changing the front faces of "blue sky, white clouds" and "double kidneys" with "two clenched fists" (Zhinuo LOGO), what else did BMW Brilliance do for Zhinuo?
With the launch of 60H, Zhinuo official website, which has been silent for more than half a year, has finally updated
to buy Zhinuo 60H, which is really worth
If you are a fan of new energy vehicles and happen to be less concerned about the sense of glory brought to you by "two kidneys", then Zhinuo 60H is definitely a good choice.
"60H is actually the BMW X1 (plug-in hybrid version), but it has changed its logo." The day after the 60H was launched, Zhinuo's only dealer in Beijing, the sales consultant of United Electric Supermarket, hurriedly recommended Zhinuo 60H on the phone.
Although Zhinuo has not mentioned any plug-in-mix new BMW X1, the sales consultant is telling the truth. Compared with the Nov 60H and the plug-in hybrid new BMW X1, these two models are no different in terms of appearance, powertrain, interior and various configurations. Even in some plug-in hybrid new BMW X1, the 60H has become the standard configuration.
just ten days before the 60H was launched, and the plug-in hybrid new BMW X1 was officially launched on the market, with an official guide price of 398,800 yuan, which is 50,000 yuan higher than the Zhinuo 60H that has "changed a vest". This is just a comparison of the price of the standard configuration of the plug-in-mix new BMW X1. If the optional package for driving assistance functions is included, with a quote of 6,800 yuan, and the cruise control system with brake function, with a quote of 2,500 yuan, and the optional package for front seat lumbar support - these optional configurations on the plug-in-mix new BMW X1 have become standard on the 60H - then, the H60 is undoubtedly more cost-effective (provided that the quality is the same).
Zhinuo, which once had an extraordinary temperament, is so generous in Beijing experience store
Zhinuo (or BMW Brilliance) which is so generous is definitely a blessing for consumers who do not pursue brand effect, but for Zhinuo, what is the meaning of this generosity?
Zhinuo was born in April 2013. It is a joint venture independent brand created by domestic automobile industry policies. Similar to it are the concept of GAC Honda , Dongfeng Honda 's Siming and the now independent Dongfeng Nissan's Venucia. Regarding Zhinuo's brand positioning, BMW Brilliance said that "the new brand is committed to attracting the new generation of young consumers who have grown up in the era of China's rise and the world's interconnectedness"; BMW Brilliance said that it is to test the domestic new energy market and accumulate experience in the production and sales of new energy vehicles; and BMW Brilliance, China's parent company, is looking forward to "stolen learning from BMW" through Zhinuo.
But now it seems that among Zhinuo’s three tasks, only BMW has obtained what it wants most with a redesigned “vard car” (actually two models, and 1E is the same) and has obtained what it wants most - through Zhinuo, it has accumulated "political capital" in the Chinese market; through Zhinuo’s test and cost sharing, it has improved its localized industrial chain of new energy vehicles. "The Zhinuo brand is not only a new brand that BMW focuses on new energy vehicles, but also a platform for BMW to build a new energy industry chain." In the 60H listing press release, BMW Brilliance was also honest.
This may be the significance of BMW Brilliance to Zhinuo 60H so generously - a test product with the attributes of a mouse.
is fine, 60H is here to save
. The reason why Zhinuo is defined in this way is that before Zhinuo 60H, BMW Brilliance even gave up this brand to a certain extent. No, saying that giving up is not accurate, it should be said that it is helpless or waiting.
was released on March 21st on the night after 60H, Zhinuo's official website only had its first update since October 6 last year at nearly 11:00.In other words, for nearly half a year, this new high-end brand that has attracted "the new generation of young consumers who have grown up in the era of China's rise and the interconnected world".
This cannot be blamed on the operation and maintenance of Zhinuo official website, because before the arrival of 60H, Zhinuo team did nothing.
""Zhinuo starts from here" - now it looks like a joke
. At the product level,Zhinuo first launched a concept car called Concept Next at the Shanghai Auto Show two years ago, but it left a lot of traces of the new BMW X1 on this concept car - such as the outer contour and wheel arch shape on the side of the car. At the Paris Auto Show in September of the same year, BMW's new generation X1 was officially released. As for Concept The relationship between Next and the new BMW X1 is something you might as well enjoy. In short, 10 days after the launch of the new BMW X1 for the first time, Zhinuo 60H arrived.
was in the long wait after 1E was launched in the rental model, Zhinuo's management structure also changed. Previously, Zhinuo's management team existed as an independent department alone under the BMW FAW system, but in the second half of the year before, this team had been dissolved and its functions were included in the newly established BMW FAW new energy vehicle business group at that time.
might have contributed to this change, perhaps the failure of the 1E FAW leasing model. In February 2014, Zhinuo's first brand exhibition hall was settled in SOHO, Sanlitun, Beijing. At that time, BMW FAW claimed that this move had created an electric vehicle rental business model; two months later, April 2012, 1 E officially started leasing operations. This innovative business model caused a lot of response at the time, especially the price system of "the daily rent is 400 yuan, and the three-year rental price is 7,400 yuan per month" made consumers who are good at calculating have a big gap.
What a big difference is the current daily rent of 78 yuan per day and the expectation of daily rent of 400 yuan that time
Later, Zhinuo also reached cooperation with Yihi and Shanghai Auto City, respectively, providing at least 150 1Es for consumers to rent, while Zhinuo's Sanlitun exhibition hall assumes the functions of brand promotion and some commercial operations.
"It is extremely inconvenient to charge, and there are not many rents. "This is almost the first thing the staff of Yihi car rental stations said to the 1E intention rental customers. This is not surprising. According to the official statement of BMW Brilliance, the cruising range of 1E can reach 150 kilometers, but in actual use, this number has shrunk by half. "If you can run 70 to 80 kilometers with full charge, you can run 70 to 80 kilometers. "Yihi's staff repeatedly reminded the customers who came to rent a car.
not only did the partners' rental business be blocked, but even Zhinuo's own brand exhibition hall collapsed in July and August last year after more than a year of hard work. "The mission of the experience store has been completed. "BMW Brilliance said.
has given way to the new business model of 60H - relying on the only two remaining exhibition halls in the country (one in Shanghai and Shenyang) and some BMW Brilliance 4S stores (after-sales function), 60H accepts online booking, test drives and car pickup.
"You can only go to the store to take a look first, but test drives are not enough. "As the only physical store in Beijing that sells 60H, the sales consultant there told the truth again - the new car will have to wait for about a week, and due to the environment in which the store is located, it is impossible to provide a test drive in the store.
The former Zhinuo Beijing experience store can only "sight out"
