The new large SUV from Zhijie has been exposed. Will it join forces with the AITO M9 and go head - to - head with the Li L8?
Driven by the launch of new SUVs such as the Xiaomi YU7, Tesla's refreshed Model Y, Ledao L90, and Li Auto i8, the new energy SUV market is hotter than ever. The huge market temptation is spurring other automakers to increase their product launches.
Recently, Autohome exposed a set of spy photos of a new test vehicle from ZJ, a brand under HarmonyOS Intelligence Mobility. Combining with the new product plan previously announced by HarmonyOS Intelligence Mobility, this vehicle may be named the ZJ R9, positioned as a full - size SUV, and is expected to be officially launched in November this year.
Image source: Autohome
When it comes to new - energy vehicle startups that are making the most aggressive moves in the new energy SUV market, HarmonyOS Intelligence Mobility is a clear front - runner.
In the first quarter, AITO upgraded all its on - sale models. Just before the Shanghai Auto Show, it launched the new hit SUV, the AITO M8, and also announced that the Shangjie H5 and the all - electric version of the AITO M8 will be launched in the second half of the year. HarmonyOS Intelligence Mobility has a rich product portfolio, but there are still many gaps to fill in the domestic SUV market. Whether the ZJ R9 has the strength to expand the brand's territory remains to be analyzed in depth.
Is ZJ Abandoning Individuality for Mediocrity?
The ZJ R9 is still in the early testing phase, and the whole vehicle is covered with thick camouflage. However, there is an obvious layering at the connection between the large - sized front hood and the front grille, which is not as smooth as that of the ZJ R7. One can still see the front headlight group design in the ZJ family style. Moreover, Electric Vehicle News noticed that the details of the light groups on both sides of the light source are hidden. It is very likely that to match the high - end positioning of the whole vehicle, the ZJ R9 will add more visual effects to the light groups.
Image source: Autohome
More details can be seen from the side. There is an obvious depression in the B - pillar of the test vehicle. This is not due to malicious damage from an accident but rather evidence of an increase in the vehicle body or wheelbase. In addition, the rear window is large enough, and the roof line tends to be straight. The tail shape similar to that of a station wagon is designed to ensure storage capacity and headroom for rear - seat passengers.
The interior design doesn't change much. It still uses the familiar staggered dual - screen design, and even the "HUAWEI SOUND" in the middle remains unchanged. However, after comparing with the ZJ R7, it is found that the steering wheel of the ZJ R9 has become rounder. Of course, the possibility of visual misalignment cannot be ruled out.
Image source: Autohome
It seems that the ZJ R9 doesn't have many design highlights, but in fact, it represents a new trend for ZJ: The design is no longer for the sake of individuality. Design that caters to more family users has the highest priority.
ZJ currently has two models on sale. The ZJ S7 and ZJ R7 focus on design, performance, and handling to please users, and practicality is not their main selling point. Although the ZJ R7 emphasizes the highlight of "intelligent large space" and uses multiple suitcases at the press conference to highlight its space advantage, for consumers who really pursue a comfortable and large space, only the traditional SUV body can play a greater role, and the coupe - style SUV is not very convincing.
Image source: Photo by Electric Vehicle News
Actually, the ZJ R9 could continue its individual design style and be built as a "larger ZJ R7". However, since it is a full - size SUV, it naturally targets consumers who pursue "comfort and luxury". There won't be many surprises in the new car's configuration, and one can directly refer to other HarmonyOS Intelligence Mobility models. In terms of power, it is very likely to offer two powertrains: all - electric and range - extended hybrid.
However, the popularity of SUVs such as the Li L series, AITO M series, Lynk & Co 900, and Denza N9 is sufficient proof that large space is the key. Only when the ZJ R9 has the right configuration and price can it become ZJ's next hit.
On July 20th, @ZJ Hailantian, the product director of the ZJ series, posted on a social platform, "After this week, ZJ can run forward with full steam, and the future is promising." This may imply that the product positioning and brand planning of the ZJ brand have been determined, and there may be more significant moves in the future.
Image source: @ZJ Lantianhai
Is ZJ R9 Betting on Family SUVs and Going Head - to - Head with Li Auto i8?
HarmonyOS Intelligence Mobility has achieved excellent market results, but ZJ always seems to be lacking a bit.
According to the sales data for June disclosed by Chery Group, the ZJ brand only sold 2,459 vehicles, a 50.8% month - on - month decrease and a 6.6% year - on - year increase. The ZJ R7, which once had monthly sales of over 10,000 after its launch, has also seen a gradual decline in sales.
Electric Vehicle News believes that there are three main reasons for the decline in ZJ's sales.
Firstly, the foundation of ZJ vehicles is not particularly solid. After the launch of the first model, the ZJ S7, the official delivery process caused many complaints from car owners, and the ZJ brand was not well - promoted. It was not until the launch of the ZJ R7 that the situation gradually improved.
Secondly, the evolution speed of the ZJ R7 cannot keep up with the development speed of the automotive market.
It should be noted that the reason why the ZJ R7 was popular was mainly that its overall strength was stronger than that of its sibling model, the AITO M7, in aspects such as electric power and cruising range. The decline in the sales of the ZJ R7 was due to the diversion of customers by new cars launched this year, such as the Xiaomi YU7, Deepal S09, and BYD Tang L.
Thirdly, the adjustment of Huawei's sales channels has an impact on ZJ's sales data.
Image source: HarmonyOS Intelligence Mobility
According to "Caixin Weekly", for ZJ, Shangjie, and Xiangjie under HarmonyOS Intelligence Mobility, the sales initiative will be in the hands of the automakers themselves, further ensuring the concept of "Huawei does not manufacture cars". In other words, ZJ will have fewer natural customers than AITO, or it will be difficult for ZJ to ride on the popularity of AITO and Huawei in the future.
Undoubtedly, sales are currently the most pressing concern for ZJ. In ZJ's view, the solution is simple: take advantage of the trend in the automotive market and use the new SUV, the ZJ R9, to open up a new situation.
Considering that the ZJ R7 is priced at around 300,000 yuan, Electric Vehicle News speculates that the starting price of the higher - positioned ZJ R9 may be around 350,000 yuan, positioning it as a 400,000 - yuan - level full - size new energy SUV.
Therefore, the competitors of the ZJ R9 are obvious: the Li Auto i8, Lynk & Co 900, Denza N9, Li Auto L8, and other new energy SUVs targeting the family car market.
It has to be said that the ZJ R9 has a heavy task. After all, the large - sized family SUV market is highly competitive. There are the Lynk & Co 900 and Denza N9, which rely on hardware strength, the well - known Li L series in the family car market, and the Deepal S09, Leapmotor C16, and BYD Tang L, which emphasize cost - effectiveness. These new cars are not very expensive, but they are at least mid - to - full - size SUVs.
Moreover, one of the main advantages of HarmonyOS Intelligence Mobility models - the latest Huawei Qiankun Intelligent Driving and HarmonyOS Cockpit system - has started to be installed in vehicles of other brands. That is to say, the role of Huawei's technology in the ZJ R9 is gradually weakening.
Image source: Autohome
The only definite advantage at present is that the ZJ R9 has the possibility of offering two types of power, which gives consumers one more choice than the Deepal S09, Li Auto i8, and Li Auto L8, which only have one type of power, and thus can reach a wider range of audiences.
Moreover, the possibility of competition among sibling models is still high. In comparison, the ZJ R9 may compete with the AITO M8 and AITO M9, which are the best - selling models of AITO and even HarmonyOS Intelligence Mobility.
From the perspective of brand development, competition between the two sub - brands can increase the overall exposure of HarmonyOS Intelligence Mobility. However, excessive competition and unclear positioning may lead to resource waste and customer loss. The final result may be a "tie" between the sub - brands or one sub - brand being overshadowed by the other.
Of course, the ZJ R9 has only been exposed recently. Electric Vehicle News hopes that the new car's positioning will be as different as possible from that of the AITO M series to reduce the overlap of the target customers of the two models.
Conclusion
When ZJ entered the market, it was very aggressive, with two models competing with Tesla. However, the market results fell short of expectations. However, Electric Vehicle News noticed that ZJ has been continuously adjusting its product strategy, such as actively exploring the hybrid market to attract potential customers that Tesla Model Y could never reach.
However, the domestic new energy SUV market is no longer dominated by the Tesla Model Y alone. Many new - energy vehicle startups have increased their investment in the new energy SUV field. Even Tesla itself plans to launch the Tesla Model Y L this autumn, aiming to capture a share of the family SUV market.
If ZJ only makes minor improvements to its existing two models, it will not be able to keep up with the trend in the automotive market. The exposure of the ZJ R9 test vehicle shows that ZJ is actively adjusting its product strategy. However, the bad news is that there are more and more competitors. It may be a bit late for ZJ to enter the high - end new energy family SUV market now. We hope that the ZJ R9 can fully leverage the advantages of a late - comer and create more differentiated advantages.
This article is from the WeChat official account "Electric Vehicle News", author: Xiaoying Tongxue. Republished by 36Kr with permission.