What is the hit formula for pure electric sedans?

The competition in the new energy vehicle market is gradually intensifying. This year, there are more than one hundred new energy vehicles launched, among which SUV models account for more than 50%, and domestic brands are gradually gaining ground against joint-venture factories and strongly occupying the SUV sales list.

The red sea competition in the SUV market is intensifying, and the new car battlefield is shifting to sedans. The high-end pure electric sedan field dominated by Tesla Model 3 has become a product highland that domestic brands are competing to pursue.

Xiaomi SU7, with over 80,000 pre-orders within 24 hours of its launch, XPeng MONA 03, with over 10,000 deliveries in the first month of its launch, IM L6 with an outstanding crab-walking technology, and Zeekr 001, a consistent winner... Looking at the pure electric sedan market, the best-selling models cannot be separated from two key words: youthfulness and feminization.

According to a report released by an authoritative institution, among Chinese new energy vehicle consumers, the proportion of people aged 25 - 34 is as high as 48.51%, among which the female proportion reaches 26.62%.

The young consumer group who advocates technology and is willing to pay for new things is an unavoidable focus for domestic brands to attack the sedan market. Whether it can directly hit the pain points of young consumers has become the key for new cars to become best-sellers.

After figuring out the rules of the game, Huawei made a decisive move, and the first sedan under Hongmeng Zhixing, Zhijie S7, undergoes a facelift. In the high-end pure electric sedan field, the competition has begun to enter a white-hot stage.

No Good Looks, No Best-seller

The authoritative automotive research institution J.D Power once released a report stating that among the post-90s automotive consumer group in China, the proportion of those who regard the vehicle's exterior design as the first requirement is as high as 49%, which is higher than that in the European and American markets.

Once the appearance of Xiaomi SU7 was released, the discussion about its appearance has become the topic with the highest interaction volume among many Xiaomi car hot searches on that day. The same goes for the second vehicle under Zhijie, the R7, which also validates this appearance law.

Zhijie R7 received more than 30,000 small pre-orders within two weeks of its launch, and the proportion of Zhijie R7 in the footfall of Huawei stores exceeds 50%.

In the orders of Zhijie R7, the proportion of women as actual users is high. Its specially launched Phantom Purple has gained the favor of many female users. The young, dynamic, and fashionable exterior design allows Zhijie R7 to quickly attract young consumers.

Zhijie New S7 comes with four new body color options: Phantom Purple, which is the same popular color as the Zhijie R7; the eye-catching Metropolis Red and Sunshine Blue; and the unique Blue Wave Green that is exclusive to this model; the original white, black, and Warm Nebula colors have also been upgraded to a one-piece color design.

Among them, the newly designed cyan color adopts a more complex double-layer paint design. Under the sunlight, the body's luster is like the sparkling surface of a lake, delicate and shining.

After young users have become the main consumer force, the color aesthetics of the entire automotive industry is changing.

In the past, OEMs usually used the orange-red color of engine flames to represent performance, and the black of piano paint and the silver of chrome plating to show high-end. However, in new energy vehicles favored by young consumers, milk tea color, orange-red, blue, and green have gradually become the main colors of new cars. Tesla, which has a simple black and white as the corporate tone, also uses bright red as the main color in the refreshed Model 3.

The four new color options add a lot of chips to the appearance of the Zhijie New S7. Among them, the Blue Wave Green with a unique luster has even increased the effective exposure rate of this new car - after all, color enters the consumer's mind earlier than configuration.

Intelligence Becomes the Admission Ticket for Pure Electric Vehicles

As the pioneer group of new energy vehicles, users who purchase pure electric vehicles are more willing to try new technologies and new functions. It is no exaggeration to say that pure electric vehicles that lack intelligent driving and intelligent cockpit experiences have lost their competitiveness in the current Chinese automotive market.

The continuous increase in the penetration rate of pure electric vehicles has brought a "qualitative" change to the entire market. Judging from the two best-selling models, the Wenjie M7 and the Zhijie R7, the proportion of users who choose versions that support high-level intelligent driving and cost tens of thousands of yuan more is more than 60%. High-level intelligent driving has become a new trend for users to purchase vehicles.

The Zhijie New S7 is equipped with Huawei's currently most advanced ADS 3.0 intelligent driving system, which supports full-scenario pilot-assisted driving from the parking space to the parking space. The Zhijie New S7 can handle difficult scenarios such as roundabouts, U-turns, and passing through barriers with ease.

While competing brands are still polishing the urban road experience, the Huawei ADS 3.0 intelligent driving system equipped in the Zhijie New S7 has already achieved real vehicle verification in multiple scenarios and road conditions through multiple models under Hongmeng Zhixing.

And this ability is still continuously upgrading.

The experience improvement of high-level intelligent driving relies heavily on the training of effective driving data. Huawei ADS 3.0 adopts the mainstream end-to-end route.

With the continuous popularity of models equipped with Huawei's intelligent driving system, Huawei's data snowball will grow larger and larger, and its function iteration is advancing at a faster speed. There is no doubt about the ease of use and practicality of the intelligent driving experience of the Zhijie New S7.

On the other side of the intelligent label, the cockpit experience of the Zhijie New S7 is also excellent.

The Hongmeng 4.0 cockpit system equipped in the Zhijie New S7 introduces Huawei's Pangu large model, and the voice assistant Xiaoyi has received a more intelligent upgrade.

In addition to the conventional functions such as recognizing the front vehicle and providing food and travel recommendations, Xiaoyi of the 4.0 system can also intelligently recognize voice information -

If there are two airports on the north and south sides of the city, when you issue the voice command "Navigate to the northern airport", Xiaoyi can intelligently recognize the northern airport and navigate to it. The Hongmeng 4.0 system no longer pursues flashy techniques but focuses on more humanistic functions.

Whether it is the cockpit or intelligent driving, whether it is hardware configuration or software strength, the Zhijie New S7 is at the forefront of the industry.

The Comprehensive Upgrade of the Configuration Battle

As the configuration rate of refrigerators, color TVs, and large sofas in vehicles continues to increase, automakers need to create new consumer attractions. Whether it can solve the hidden pain points of users has become the key for new cars to stand out.

The Zhijie New S7 focuses on the potential pain points of sedan users: sedan models suitable for young people lack sufficient storage space to accommodate the hobbies of the young group.

The Zhijie S7 has added a hidden storage space in the trunk, which can easily accommodate large items such as rackets and folding tents. In order to better fit the diverse lifestyle preferences of young users.

In the later stage, the Zhijie New S7 will also launch a series of official accessories to make the interior and trunk space have a layout that is more in line with the usage scenarios, breaking the dilemma of choosing between appearance and storage.

In the front cabin area, the Zhijie New S7 has a complete and flat dashboard. The industry-first two-opening storage compartment design is exquisite and can neatly store small items. In the parking state, the countertop can also be used as a dining table or office desk.

In the Zhijie New S7, the storage space is no longer a regular grid but has become an invisible assistant that fits the living habits of young people, silently improving the happiness of using the car.

The facelift is about quality rather than quantity. Behind these key changes, the Zhijie development team has been in constant communication with users to meet various vehicle usage needs of users.

New energy vehicles are emerging in an endless stream. Appearance, intelligence, space, and cost performance, automakers are using their killer features. Hongmeng Zhixing has completed the breakthrough in intelligent technology, making intelligent driving and intelligent cockpit one of the decisive factors for consumers' car purchase decisions. But those who win the users win the world. The starting point of car manufacturing is technology, but the end point must be the user's needs. The problem that the Zhijie New S7 solves is how to polish a car that users really need.