Extreme Yue 07, a car with a total investment of 100 billion yuan, is its appearance an innovation in the automobile industry or a gamble?
Deep reading business (shendushye) original
Author | Geng Qiuyu
Editor | Liu Manxin
On September 10, 2024, a grand new car launch conference attracted the attention of the industry. The new car, Jiyue 07, which belongs to Jiyue Automobile, was officially unveiled, announcing the arrival of a new era of smart trams with shocking price and strong technical background.
01
Extreme Yue 07 shocked the listing, and the three giants gathered together. Is the new era of smart trams really coming?
At the press conference, Xia Yiping, CEO of Extreme Yue Automobile, passionately introduced Extreme Yue 07. He claimed that it was a "car with an investment of over 100 billion yuan", and behind it was the full support of Geely, Contemporary Amperex Technology Co., Limited and Baidu. The vast architecture of SEA developed by Geely in four years, Kirin battery invested by Contemporary Amperex Technology Co., Limited in excess of 70 billion yuan, and Apollo intelligent driving invested by Baidu in more than 10 years, all these technologies have converged on the Extreme Yue 07.
Xia Yiping eloquently listed a number of "unique" or "firsts" of Extreme Yue 07: the only intelligent cockpit equipped with ERNIE Bot language model in the world, the first automatic turn signal, and the first automatic shift in the industry … These highlights are undoubtedly eye-catching.However, in the media interview, when asked about the sales expectations of new cars, Xia Yiping was quite cautious and did not give specific sales targets.
Li Yanhong, Chairman and CEO of Baidu, Zeng Yuqun, Chairman and CEO of Contemporary Amperex Technology Co., Limited, and Li Bin, founder of Weilai, all three industry giants appeared at the listing conference of Extreme Yue 07 at the same time, which undoubtedly added more highlights to this new car. Their platform not only shows the strength of Extreme Yue 07 in technological innovation, energy solutions and intelligent interconnection, but also indicates that the automobile industry is accelerating its transformation to intelligence and electrification.
As the "parent" of Baidu, Li Yanhong’s performance was somewhat low-key. He just symbolically stood up and waved at the introduction, and did not take the stage to express his thoughts and wishes for the new car.This can’t help but make people think: at the moment when the car circle is crazy to build a leading IP, will Li Yanhong’s low profile have a certain impact on the brand promotion of Chaoyue?
As the owner of No.001, Zeng Yuqun was full of praise for Extreme Yue 07. He said that Baidu, Contemporary Amperex Technology Co., Limited and Geely all used their professional abilities to empower Jiyue to jointly build this automobile robot.
Li Shufu, chairman of Geely Holding Group, also spoke highly of Extreme Yue 07, calling it a smart car with excellent performance and reliable quality.
However, in the face of so many praises and expectations, we also have to question: Can Extreme Yue 07 really "wrestle" with Tesla as Xia Yiping said?
From the aspects of endurance and vehicle space size, Extreme Yue 07 is indeed stronger than Tesla Model 3. In terms of intelligence, Extreme Yue 07 also showed the strength of not losing Tesla. It is equipped with Baidu ASD Apollo high-order intelligent driving system, which opens a new stage of intelligent driving development with "pure vision+end-to-end big model". At the same time, Extreme Yue 07 is the first family car in the world to realize the empowerment of L4-class self-driving large model technology.
However, this does not mean that Tesla can be easily defeated by the 07. Tesla’s leading position in the field of electric vehicles should not be underestimated, and its brand influence and technical strength are challenges that need to be faced more and more. In addition, although the price of Extreme Yue 07 is relatively close to the people, how to maintain the steady growth of sales volume is also a big test in the increasingly fierce market competition.
In 2024, the road to the counterattack of the extreme Vietnam has actually been unfolding. In August, the sales volume of the ultra-Vietnam single model reached 2117, setting a new record. With the listing of Extreme Yue 07, Extreme Yue officially entered the era of two cars. However, this is only the beginning, and there is still a long way to go. Whether Jiyue can gain a foothold in the field of smart trams still needs the test of time and market.
02
The public relations storm of Jiyue automobile: a brand crisis caused by speech
Speaking of the brand Extreme Yue, a few days ago, most people might only have a vague impression of it. However, on August 5th, a resentful mark released by Xu Jiye, the head of the public relations department of Jiyue, in a circle of friends was like a bomb, which instantly pushed Jiyue to the cusp of public opinion.
This mark expressed his disdain and annoyance at Xiaomi car in simple and plain words. Xu Jiye accused Xiaomi of selling cars at a loss, which quickly fermented on the Internet, causing widespread concern and controversy. However, is the source of this storm really just Xu Jiye’s personal emotional catharsis?
On the evening of August 5, Xu Jiye published a speech against Xiaomi Automobile in a circle of friends, accusing it of dumping. This remark was quickly spread by screenshots, which triggered a heated discussion among netizens. Extreme Yue Automobile, a brand that was originally inconspicuous in the new energy automobile market, became the target of public criticism overnight.
However, Xu Jiye’s remarks not only failed to bring any positive effect to the ultra-Vietnamese car, but seriously damaged the brand image. Netizens have questioned that the head of the public relations department of an enterprise doesn’t even understand the basic financial knowledge.
In the face of this public relations crisis, Xia Yiping, CEO of Jiyue Automobile, quickly came forward to "deal with" and issued an internal letter, severely criticizing Xu Jiye and emphasizing the importance of company values. However, this internal letter seems to have failed to calm the anger of public opinion. Netizens have said that the punishment imposed by Extreme Yue Automobile on Xu Jiye is too light, which is similar to acting.
This public relations storm not only exposed Xu Jiye’s personal emotional management problems, but also revealed the deep-seated problems in brand building and marketing strategy of Jiyue Automobile.
As the product of cooperation between Baidu and Geely, Extreme Yue Automobile has attracted much attention since its birth. However, judging from the market feedback, the brand building of Extreme Yue Automobile has not been as smooth as expected. In the fierce market competition, Ultra Auto seems to pay more attention to the use of marketing means, while ignoring the shaping of brand image and technological innovation.
In the marketing strategy, the ultra-Vietnamese car is too radical and utilitarian. In order to attract attention and traffic, the ultra-Vietnamese car does not hesitate to exaggerate and even be suspected of false propaganda. For example, there is a marketing campaign from the media account to promote the battery defect rate of Extreme Yue 07, which is only one in a billion. This kind of propaganda method, which obviously violates the relevant provisions of the advertising law, not only fails to bring a positive brand effect to Extreme Yue cars, but also greatly reduces consumers’ trust in the brand.
In the new energy vehicle market, technology and innovation are the core driving forces for the sustainable development of brands. However, the performance of Extreme Yue Automobile in this respect is worrying.
Although Extreme Auto frequently mentioned the upgrade of intelligent driving technology at the press conference, consumers’ comments on its actual experience were mixed. This shows that there is still a certain gap between the technological innovation and the product landing of Extreme Yue Automobile. This gap not only affects consumers’ purchasing decisions, but also damages the brand’s reputation and image.
In addition, it seems that the investment in technology research and development by Extreme Yue Automobile is not enough. Compared with the leading enterprises in the field of new energy vehicles such as Tesla and BYD, the investment in technology research and development of Extreme Yue Automobile is stretched. This not only limits the brand’s technological innovation ability and product competitiveness, but also affects the long-term development of the brand.
A brand crisis caused by speech, how can Extreme Yue Auto save itself? Behind the public relations storm, what is the road to brand building and technological innovation of Extreme Yue Automobile?
03
The road to the counterattack of the ultra-Vietnamese car: the transformation from bleak sales to explosive traffic
In fact, in March 2021, Jidu Automobile came into being, which was jointly built by Baidu and Geely Holding Group, with each party holding 50% of the shares. However, its market performance was not as hot as expected after it was renamed as Extreme Yue Automobile in August 2023 and its first model, Extreme Yue 01, was released. In the past year, the monthly sales volume of Extreme Vietnam 01 has only remained at a low level of several hundred vehicles.
In the face of this dilemma, Extreme Yue Automobile did not choose to give up. Xia Yiping, the helmsman of Jiyue Automobile, knows the importance of brand awareness and influence. He said frankly that Extremely has no strong founder IP and influence, and it is also a "cousin" relationship with Extremely, and there is no user base of 1 million. It is a completely new brand. Therefore, strengthening marketing and gradually enhancing popularity have become the key to the break of the car.
As a result, the ultra-car began to actively embrace traffic and live broadcast. Xia Yiping himself personally went off to create a personal IP and drive dealers to make short videos together. In just one month, Extreme Yue Automobile released 13,000 videos with an exposure of over 100 million. This move has achieved remarkable results. More and more people are beginning to understand the products of Extreme Yue, and more and more people are coming to the store.
However, although the traffic is good, it is not everything. When talking about brand sales, Xia Yiping choked several times, and this scene also boarded the social media hot search. He admits that he really didn’t know why at that time, and it was very uncomfortable when he talked about sales. Suddenly, he couldn’t help himself at a certain node. But this is not for the traffic. If there is such a good traffic, he would rather cry every day.
In addition to the flow, Extreme Auto knows the importance of product strength. Thus, after the "One Zhou Mu" was completed by the Extreme Yue 01, the second product, the Extreme Yue 07, was launched while the iron was hot. This new car was officially launched on September 10th, 2024. It is built by Geely’s vast SEA architecture, equipped with Baidu AI large model intelligent cockpit and Baidu’s ASD Apollo advanced intelligent driving system. Both the long-life version and the performance version are equipped with Contemporary Amperex Technology Co., Limited high-performance Kirin battery.
The launch of Extreme Yue 07 has undoubtedly injected new vitality into Extreme Yue Automobile. Its good product strength and competitive price make people full of expectations for the future of the ultra-yue car. However, in the face of fierce market competition and changing market demand, it is still unknown whether the ultra-Yue automobile can leap to the top of the new forces with the ultra-Yue 07.
While affirming that Extreme Vietnam Auto actively seeks breakthroughs and dares to innovate, we also have to make pertinent criticisms. The market performance of Extreme Yue Auto in the first product, Extreme Yue 01, is really unsatisfactory, which exposes its shortcomings in product planning and marketing. Although Chaoyue Automobile adjusted its strategy in time and gradually reversed the situation by taking the flow as a breakthrough, this could not cover up its mistakes in the first product.
In addition, the conclusion of the ultra-car in the field of intelligent driving has also caused a lot of controversy. Xia Yiping said at the press conference that "2025 will be the first year of the elimination of non-high-level intelligent driving" and "the intelligent driving system equipped by Extreme Yue is the only high-level intelligent driving system in the world that can compete with Tesla". Although these conclusions show the confidence and strength of the ultra-Vietnamese car in the field of intelligent driving, they also arouse people’s doubts about its optimism and exaggeration.
【 Conclusion 】
To sum up, in today’s turbulent new energy vehicle market, as a "newborn" jointly created by Baidu and Geely, Extreme Yue Automobile has attracted much attention since its birth.
However, the market performance of the first model, the Extreme Yue 01, is not satisfactory, and the sales volume is bleak, which is embarrassing. However, the extreme Vietnam did not sink into this, but actively sought a breakthrough, taking the flow as a breakthrough and gradually reversing the situation. With strong background and unremitting efforts, the market performance has been significantly improved in the last two months.
Nowadays, the second product, the Extreme Yue 07, is launched while the iron is hot. With good product strength and competitive price, it will push the Extreme Yue to the top of the new forces in one fell swoop.
However, in the previous public relations storm, the ultra-Vietnamese car undoubtedly suffered heavy losses. However, crisis is often a turning point. How to learn from this storm and strengthen brand building and technological innovation is the key to its future development.
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