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economic observer network zhou xin/text on september 10, jiyue automobile's new car, jiyue 07, was launched on the market, with a limited-time purchase discount price of 199,900 to 289,900 yuan (including a limited-time cash discount of 10,000 yuan).

at the press conference, xia yiping, ceo of jiyue automobile, said that jiyue 07 is a "sedan with an investment of over 100 billion yuan". the so-called over 100 billion yuan includes the sea vast architecture developed by geely over 4 years and at a cost of 18 billion yuan, the kirin battery developed by catl with an investment of over 70 billion yuan, and the apollo intelligent driving developed by baidu with an investment of over 170 billion yuan over more than 10 years. jiyue 07 uses technologies from geely, catl and baidu.

xia yiping also announced in a high-profile manner that the jiyue 07 is "the world's only smart cockpit equipped with the wenxin yiyan language model", "the first automatic turn signal, the industry's first automatic gear shifting", "the world's only two and china's only pure visual high-end intelligent driving asd", "the industry's highest electric drive comprehensive efficiency of 92%", "the world's fastest mass-produced charging model", and dozens of other "only" or "first".

although the product has many highlights, when asked about his sales expectations for the new car during the media interview after the press conference, xia yiping was very secretive and did not give a specific sales target. he only said that "the feedback from the front line is relatively good at present."

xia yiping, ceo of jiyue automobile

jiyue auto's predecessor was jidu auto, which was founded in march 2021 and jointly built by baidu and geely holding group, with each party holding a 50% stake. in august 2023, jidu auto was renamed "jiyue auto" and released its first model "jiyue 01".

among the new car brands, jiyue automobile has put forward the sign of "high-end intelligent car robot". however, in the nearly one year after the launch of jiyue 01, the monthly sales of the car only maintained a few hundred units. it was not until july this year that the sales of jiyue 01 rebounded, with sales reaching 2,147 units in august.

xia yiping told media including economic observer that jiyue does not have a strong founder ip and influence, is a "cousin" of zeekr, and does not have a user base of 1 million. it is a completely new brand, so it must strengthen marketing and gradually increase its popularity.

during the one and a half hour media interview, xia yiping spent about half of the time talking about traffic and live streaming. "robin (li yanhong) asked me to be an internet celebrity very early on. he said that dong yuhui studied liberal arts and you studied science. it would be great if you could explain jiyue's intelligence to users in an easy-to-understand way." xia yiping said.

according to economic observer, recently jiyue automobile has not only encouraged its dealers to make short videos, but xia yiping himself is also building his personal ip.

xia yiping said that jiyue automobile released a total of 13,000 videos in august, with over 100 million exposures. on this basis, more and more people began to understand jiyue's products, and more and more people went to the store. "jiyue's current sales volume is largely due to traffic. i also have to release four or five short videos every week."

at present, xia yiping has gained some traffic. on august 28, not long ago, in a media interview after the launch of the facelifted jiyue 01, xia yiping choked up several times when talking about the brand's sales. subsequently, "jiyue ceo sheds tears at the interview site" became a hot search on social media.

"i really didn't know why at the time. i felt very uncomfortable when talking about sales. at a certain point, i couldn't help myself," xia yiping said. "but (i did this) not for traffic. if i had such good traffic, i would rather cry every day."

in order to make the jiyue 07 "popular", jiyue automobile actually spent a lot of thought. at the press conference, jiyue automobile invited baidu founder robin li, catl founder zeng yuqun, nio founder li bin and others to attend, and geely holding chairman li shufu also sent a congratulatory video.

zeng yuqun became the first owner of the jiyue 07, and xia yiping delivered the new car to him. zeng yuqun said: "baidu's robin is responsible for intelligence, and my robin is responsible for electrification. we are of the same age and name (li yanhong and zeng yuqun were both born in 1968, and their english names are both robin), and we have a resonance, and we will definitely make jiyue a big hit."

xia yiping also talked about many hot topics about intelligent driving at the press conference. he made statements such as "2025 is the first year that non-high-end intelligent driving cars will be eliminated", "(the intelligent driving system equipped in jiyue is) the only high-end intelligent driving system in the world that can compete with tesla", and "by the end of the year, there will be no more than a handful of high-end intelligent driving car companies that can be driven across the country".

with a series of marketing operations that have a lot of topical effects, both the jiyue 07 and the jiyue car have received a lot of attention. however, just like the problem faced by jiyue 01, jiyue 07 can only prove that jiyue car is on the right track if it gains more users and sales.