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tencent news "first line"

author: guo yifei

editor｜liu peng

“auspiciousthe holding group has integrated multiple intelligent driving routes, and has formed azeekrthere are two intelligent driving routes represented by geely auto, the former focusing on high-end and the latter focusing on high-value (low-end) intelligent driving solutions. at present, we have reached a high degree of consensus internally that these two intelligent driving solutions will jointly cope with domestic and international market competition. "on september 20, at the media communication meeting for the launch of zeekr 7x, an conghui, president of geely holding group and ceo of zeekr, made the above statement.

previously, 36kr reported that under the operation of an conghui, geely's r&d system, including the intelligent driving team, is undergoing integration, including the institute's intelligent driving center, zeekr's self-developed intelligent driving team,lotusthe intelligent driving team, its subsidiary ecarx, and fuertech, which was born out of geely.

public information shows that the current zeekr intelligent driving team has a size of more than 700 people and is led by chen qi, the former director of huawei's autonomous driving r&d department.

at the zeekr 7x launch conference, zeekr announced that the map-free city nzp of the haohan intelligent driving 2.0 solution will start public testing at the end of october, two months ahead of schedule, and will be available nationwide.

on september 20, geely holding officially released the taizhou declaration, which includes five major initiatives: strategic focus, strategic integration, strategic synergy, strategic stability, and strategic talent. "this is the development consensus reached by the group after a strategic review in the face of the new global economic situation and the new industry competition landscape."

among them, "strategic integration" mentioned that geely's various business segments should be comprehensively sorted out, business positioning should be clarified, the industrial layout structure should be adjusted and optimized, and the deep integration and efficient fusion of internal resources should be unswervingly promoted. the positioning of each brand should be further clarified, equity relations should be rationalized, conflicts of interest and duplicate investments should be reduced, and resource utilization efficiency should be improved.

as zeekr's first mid-size suv product, the 7x is fully equipped this time. the entire series is equipped with 800v high-voltage architecture, 8295 cockpit chip, laser radar and dual orin-x chips as standard, and the entire series is equipped with zeekr ai os and haohan intelligent driving 2.0 solution. in terms of price, the three versions with different battery life are priced at 229,900 yuan, 249,900 yuan and 269,900 yuan respectively. this pricing is a big concession compared to the starting price of 239,900 yuan and the top price of no more than 300,000 yuan.

in this regard, an conghui said that this pricing was the most difficult and tangled one among the hundreds of product pricings in his nearly 30 years of career. the pre-sale orders for 7x exceeded 58,000 in 20 days, exceeding the company's expectations. in order to cope with the current and future competition in the pure electric market, the company finally determined this pricing. this is a competitive and user-recognized price, and the product gross profit margin is also within the expected range.

the 200,000-300,000 yuan suv new energy market segment is the most competitive new energy market.tesla model ythe market share exceeded 30%, with sales reaching 45,800 units in august.ledao l60、zhijie r7、avita07. brand newzhiji ls6, smart elf 5 and other new products are entering the market one after another, which shows how fierce the market competition is.

on the other hand, zeekr is also eager to launch another hit product after the 001 product, using the scale effect to alleviate financial pressure.

by the end of august 2024, zeekr had delivered 121,500 new vehicles, a year-on-year increase of 81%, which is still far from the annual sales target of 230,000 vehicles. in the fourth quarter, zeekr's fifth new product mix will be launched soon.

an conghui did not reveal the sales target for the 7x. he said that he hopes all zeekr products will become benchmarks in various market segments, including technology, safety, sales, financial performance, gross profit margin and other indicators. "currently, only 001 and 009 have achieved this. the sales target of 230,000 units is quite challenging, but we are confident that we can achieve a gross profit margin of 15% by the end of the year."

lin jinwen, vice president of zeekr, added that with the delivery of 009, zeekr's invoice price in august reached 307,000 yuan, and in the second quarter it was 270,000 yuan. the data in august was the first time that it exceeded other pure electric independent brands and was also higher thanbmw(260,000 yuan) andaudi(290,000 yuan), lower thanbenz(340,000 yuan). "our goal is to become a luxury brand and we will continue to move forward," he said. "the 7x has entered the most mainstream mass market, which brings great challenges and opportunities. the number of orders for the 7x 50 minutes after it was opened for pre-order was the same as the number of orders for the 001 12 hours after it was opened for pre-order."