China Technology

Gambling heavily on the market, can Krypton MIX win by playing with the “big sofa”?

After a new car is launched, it seems that it is becoming an unwritten “rule” in the car circle to announce the lock-in of single orders or large quantities as soon as possible.

However, this timeVery kryptonianAfter MIX was listed, there was no official announcement of lock-in orders or large quantities. This has caused two kinds of voices on the Internet. Some people think that this car has not been a hit, and some people are dissatisfied with it – not every car has to be a hit.

So, Jikrypton MIX promotes mass production of the concept car. Is it a gimmick or a true innovation? Betting on a niche market again, will Ji Krypton’s big bet on the market win this time?

In the eyes of Jikrypton Intelligent Technology CEO An Conghui, “Jikrypton’s product development philosophy is that each model must become a benchmark product for each market segment.”

Although Jikrypton MIX is a pure electric five-seater MPV, An Conghui believes that as Jikrypton’s innovative product, it will have relatively good growth in the future.

Starting price lower than market expectations

This time, there are only two versions of Jikrypton MIX, the smart driving version priced at 279,900 yuan and the long-range smart driving version priced at 299,900 yuan. The biggest difference between the two models is the battery and charging speed.

The long-range smart driving version is equipped with a 102kWhNingde eraUsing Kirin battery cells, the CLTC cruising range reaches 702km, and the maximum cruising range can reach 500km after charging for 15 minutes; while the smart driving version is equipped with a 76kWh second-generation BRIC battery, and the CLTC cruising range reaches 505km.

Image source: Taken at the press conference

Image source: Taken at the press conference

In terms of configuration, the entire series comes standard with “hidden double B-pillar” electric side-by-side doors, ultra-low threshold-free “fully flat” floors, three sets of 2-meter long electric slide rails, and 270° electric stepless rotation of the main and passenger seats. Seats, etc.; in addition, the entire series is equipped with lidar and dual Orin-X chips as standard, and the entire series is equipped with Haohan Intelligent Driving 2.0. Among them, NZP, a city without pictures that can be driven with navigation, will be pushed in batches at the end of this month.

In this regard, Lin Jinwen, vice president of Jikrypton Intelligent Technology, explained: “Our operating logic is that SKUs must be small enough and the layout must be standard enough so that users do not have to worry about buying low-end or high-end products.”

With such high configuration, the starting price of Jikrypton MIX is set at less than 300,000 yuan, which is lower than market expectations. Regarding the pricing of Jikrypton MIX, an insider told TMTpost App that “the price is too low.” In his view, Jikrypton MIX cannot become a mass-market product due to its positioning and personalized design. Car models, people who like it don’t care too much about the price, and people who don’t like it won’t choose it no matter how low the price is. In this case, it is better to raise the price and promote it as a model that enhances the brand’s capabilities.

First of all, from the perspective of model positioning, Ji Krypton MIX is a five-seater medium-sized MPV, not an SUV in the mainstream market. Although the vehicle length can reach 4.7 meters and has a wheelbase of over 3 meters, the effective seating space in the vehicle can be It reaches 93%, but it still cannot change that this is an MPV and it only has 5 seats.

Although the official provides many usage scenarios, this does not mean that Jikrypton MIX is completely non-substitutable. Many new cars use the selling point of “refrigerator, color TV, large sofa”, and each model only differs in experience. For consumers, many scenes promoted by manufacturers are just “poems and distances” in life, not real high-frequency scenes in daily life. Usage scenarios.

At the media communication meeting, Lin Jinwen also emphasized that “Ji Krypton has never been a nesting doll. Each one is very innovative and is indeed creating a benchmark product in its market segment. The same price is 200,000-300,000 The market and user groups are very different.”

Since the user groups are different, there must be innovation in many aspects of marketing strategy. Whether it is a press conference or a promotional video, we can no longer follow traditional routines.

For Jikrypton, Jikrypton MIX is a brand new attempt and a good opportunity for transformation.

Very kryptonianMIXWhat’s the real meaning?

So, back to the Jikrypton MIX, what is its real value? Or what are the real technological innovations or product highlights?

In Lin Jinwen’s words, “Jikrypton MIX is not built according to any category.” In other words, Jikrypton MIX has no direct competing products on the market.

A prospective user who is paying attention to Jikrypton MIX told TMTpost Media App that what he noticed about the car at that time was mainly the 270° electric stepless rotating seats for the driver and passenger, and the “hidden double B-pillar” electric side-by-side doors that are standard on the entire series. .

In fact, rotatable seats can be seen in many concept cars. As for why other manufacturers have not mass-produced them, the reason behind may be related to each company’s product definition or product philosophy, as well as supply chain capabilities. .

Many people are curious about the seats and doors of Ji Krypton MIX. How is this achieved?

Yang Dacheng, vice president of Jikrypton Intelligent Technology, took seats as an example at the media communication meeting. The reason why he was able to play with the layout of such complex seats in the car was mainly to solve three problems: space interference problem; Security issues; control of the combination of software and hardware.

According to Yang Dacheng, for this purpose, Jikrypton even established a virtual laboratory to simulate different situations of all spatial layouts of seats. At the same time, all parameters related to human experience such as the speed and stroke adjusted by the software will be built in the virtual laboratory to ensure that the seat is completed in the current space.

In terms of safety, most current car seats are mounted on the body beams, and the seat belts are placed on the B-pillars, while Ji Krypton MIX places the seat belts on the seats.

According to Yang Dacheng, when the seat belt is placed on the seat, the strength will be at least twice as strong as the traditional seat requirement. When the long slide rail is added, the strength will be doubled. When the turntable is added, When on the seat, the strength increases by nearly two times. When combined, the Jikrypton MIX seat is about four times stronger than traditional seats. From space to strength experiments, the MIX seat was made from a hardware concept bench from the very beginning. By the end, everything including safety and durability was completed. It went through five rounds of benches, so the cost of developing this seat was More than 3 times that of conventional seats.

After the “hidden double B-pillars” were announced, there were various doubts on the Internet, “Can safety be guaranteed if the traditional B-pillars are cancelled?”

An Conghui told the media conference the secret behind why the car doors were suspended and opened, and the B-pillar was eliminated.

An Conghui said that the purpose of JiKrypton is to make it easier for users to enter and exit. The car doors were inspired by airplanes. He has discussed this issue with many aircraft engineers and manufacturers. JiKrypton considered the structural principles of the aircraft and what is obtained on the aircraft. Based on the verified experience, it can be the most reliable and safe, while at the same time solving the convenience of entering and exiting the car, eliminating the traditional B-pillar.

In fact, to simply understand, the hidden double B-pillars do not really eliminate the B-pillars, but design the B-pillars in the doors on each side.

Specifically, this is what JiKrypton calls the “world’s first hidden double B-pillar design”. In fact, two one-piece thermal inflatable steel pillars with a diameter of about 70mm are installed in each door. A total of four are installed. Each steel column is made of submarine-grade 2000 MPa hot-formed steel, and adopts the world’s first 3.5mm wall thickness thermal expansion process. The thickness is twice that of ordinary hot-formed steel, and the overall strength is increased by 33%. The length is up to 1300mm. The entire car door.

Based on the double B-pillars, MIX has comprehensively strengthened the internal and external structures of the door. For the short front overhang design, the industry’s highest standard 7 series aluminum alloy front anti-collision beam is used, which improves the impact resistance by 30%. The rear part of the body is made of an integrated die-cast rear-end aluminum body made of the same material as the Jikrypton 009. Through comprehensive innovation in design, materials, and processes, the torsional stiffness of the Jikrypton MIX vehicle exceeds 37,000 N·m, which is three times that of the Toyota Alphard. above.

At the same time, in order to prove its safety, Jikrypton MIX played a test video at the press conference. The video shows that Ji Krypton MIX first withstood a side collision of a 1.7-ton obstacle avoidance vehicle at a speed of 60km/h, and then withstood a 2.2-ton container free-falling from a height of 4m. The space inside the car was intact, and the dummy was unharmed. .

Yang Dacheng joked in the media communication, “Good things cannot be made by plagiarizing hardware. So I gave the drawings of this car to a friend, but the friend may not be able to make one exactly like ours.” car.”

summary

Jikrypton’s senior management team is confident about product strength. According to An Conghui, the investment in the development of Ji Krypton MIX is 2.8 times that of a medium to large SUV. With such investment, it cannot be said that Jikrypton has no sales ambitions for Jikrypton MIX.

However, it is somewhat regrettable that Jikrypton did not give a clear answer at the media communication meeting regarding the market sales expectations of Jikrypton MIX. Perhaps as Lin Jinwen said frankly, Jikrypton MIX is so innovative that ten people have ten different ideas, so this car also needs to be explored. “When doing something innovative, it is difficult to grasp the pulse completely and accurately.”

An Conghui has always emphasized that Ji Krypton will not build boring electric cars. “Only paranoia can change the world when exploring future travel.”

As the first brave experimenter, Ji Krypton MIX does still face many challenges. The real meaning of Jikrypton MIX may be, as An Conghui said, “This car fully reflects the technical strength and innovation capabilities of Jikrypton and the entire Da Geely, and at the same time, it also better enhances Jikrypton’s brand image. Of course. Innovation may come at a cost, but we also believe that this car can have some positive effects on the industry and the understanding of future travel. I think as long as it does this, it will be enough.”

As competition in new energy vehicles becomes increasingly fierce, every brand is facing a life-or-death battle, and they are constantly playing more “lethal” cards. Throughout the Golden, Nine and Silver Ten years, more than a hundred new cars were launched on the market, dazzling consumers, but there are fewer and fewer products that can dazzle consumers.

So, can Jikrypton, which doesn’t play by common sense, win by betting big on Jikrypton MIX this time?(This article was first published on Titanium Media App, author | Zhang Min)

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