Edit |? Yuan Guiyuan
"Let's go to the city for the weekend! By the way, test drive Tucki P7. "
This is a suggestion made by my second-generation roommates in Shenzhen University for 20 years, and it is also the first time I heard the name Tucki P7. On the weekend of Zhujiang New Town in Guangzhou CBD, I saw the real car for the first time in the shopping mall. My feeling is: this car is beautiful, like a sports car, with internal intelligence, good sound quality, quiet driving and accurate intelligent parking. ......
This is what a 20-year-old college student who likes cars said to it. Later, I always met Tucki P7 on the road. When I see Tucki P7 and my girlfriend on the road, she will say, "Hey! This car is very nice! " (Sure enough, girls look at their faces. )
With the continuous development of new energy vehicles in recent years, P7 has not been updated. Under the wave of increasingly rich models of the same class, the sales volume has gradually declined. Later, the sales of P5 and G9 were not good in Tucki, and the core personnel of Xpeng Motors changed. Coupled with multiple rumors, it can be said that the situation is grim.
On March 10, the P7i, which is responsible for the re-emergence of Xpeng, went on sale on the first1047th day after its initial listing. Intelligent cockpit, interior design, automatic assisted driving, heat pump air conditioning, luxury configuration and other parts with obvious user experience perception have been significantly improved, and the price of 249,900-339,900 yuan is more sincere than before. Many people say that Tucki P7i will be the fire chief of Xpeng Motors. So, can such price and product strength save Tucki from adversity?
In the era of looking at the face, the face value is full.
P7' s coupe modeling is one of the selling points. This time, P7i has not changed much in appearance. To tell you the truth, now that I see Tucki P7, I still think its appearance is good. This is also a very important point for P7 to attract consumers a few years ago, and there is Peng Yimen, which fully conforms to the concept that face value is consumption, and also satisfies some people's psychology of saving face.
The biggest change in the front face is that part of the headlight group is integrated with the laser radar, and it also maintains a certain integrity. The lidar is located under the headlight group, which is also the design that Tucki has had since P5 and G9. In addition, the color has also increased a lot. The first is the new interstellar green color scheme and the upgraded crescent silver color scheme. The color matching of the interior adds dust and upgrades the gravitational red. On Yan value, Tucki P7i Yan value score can still score quite high.
Less matching, higher entry.
The original price range of Tucki P7 was 2.299-3.499 million yuan, and more than 480, 586, 625 and 670 endurance versions were provided one after another. Although there are many SKU options, the product line will be bloated. P7i *** has four configurations, which is 50% less than when P7i was first released. The naming method of high-low collocation is no longer riddle-level X, P, E, N, G, but the Pro/Max suffix enabled after G9 (secondary release), which is easy to understand.
If you think the starting price of P7i is on the high side, let's take a closer look at all the models of P7i. Standard 1 1 item:
1. comes standard with 86 kWh ternary lithium battery.
2. High current fast charging is standard, and the maximum power is 180 kW.
3. All-vehicle seat heating, front seat ventilation and steering wheel heating are standard configurations.
4.NGP high-speed navigation assisted driving and VPA memory parking are standard configurations.
5. Standard 20-speaker 7. 1.4-channel audio with a maximum power of 860 W.
6. Standard electric suction door
7. Standard Brembo four-piston calipers
8. Standard 10 valve heat pump.
9. Standard external discharge function
10. Qualcomm Snapdragon 8 155 chip is standard configuration.
1 1. Intelligent fragrance system is standard.
Almost all of the above configurations are practical and have a strong sense of experience. Many models at the same price need to be matched. Tucki P7i has few supporting facilities and high entry level.
Killer weapon, powerful intelligent assisted driving
1. Pro and Max versions are for assisted driving:
2.Pro version is single Orin-X(254 tops), and Max version is double Orin-X(508 tops).
3. number three. The Max model is equipped with two Sagitar Juchuang M 1 lidar, which has a stronger 3D perception of the overall environment.
4.Max models support NGP city navigation assisted driving, LCC-L lane keeping enhanced version and VPA-L parking lot memory parking enhanced version.
In addition to hardware, the software algorithm of P7i has also made great progress, adopting a new generation of perceptual architecture, supporting XNGP navigation-assisted driving that does not rely heavily on high-precision maps, that is, vehicles can generate high-precision maps in real time through their own powerful perceptual hardware. P7i has been able to normally and stably pass through the straight intersection without lane lines on the ground road with medium traffic volume without high-precision map, and recognize the normal start and stop of traffic lights, almost without taking over.
In addition, Tucki officials have made it clear that the urban navigation and driving assistance function will be launched in Guangzhou, Shenzhen and Shanghai in March. Theoretically, when the car can be picked up within five weeks, P7i owners in these three cities can use the city NGP function when they leave the delivery center. In the core longboard function, P7i has achieved the goal of "no futures, delivery is what you get".
Nervous release rhythm
P7i announced the configuration on June 6th, intelligent driving experience on March 7th, dynamic test drive on March 9th, and officially launched 10 to announce the price. In just five days, all the preliminary work was officially released.
Bian Xiao visited all the large and small Peng direct stores in Guangzhou, and all the P7i exhibition cars and store-side test drives were in place, which means that consumers can test drive their new cars immediately after they are launched.
During the period, the sales staff mentioned that the test drive of P7i car arrived at the store ahead of time, which directly caused the surge in the number of stores in Xpeng Motors, and most stores also reached the highest level in history. Although it is working hours on weekdays, in just one hour in the store, three waves of guests have come to see the car experience. It can be concluded that Tucki P7i made a fortune in the operation of "listing and delivery".
In addition, P7i's new car purchase benefits are also very practical! As long as you pay the deposit before April 30th, you can enjoy:
Worry-free charging: the first non-operating car owner charges for 4 years (per year 1.500 kwh) and enjoys the upgrade: Dinamo original audio is upgraded for free (worth 6000 yuan). For the old users and replacement users in Tucki, Tucki has also prepared the right to buy back and replace:
1. If you buy P7i, you can get 1500 kwh lifetime free charge every year.
2. If P7i is changed to Xiaopeng, you can get 1500 kWh lifetime free charging +65438+ million Xiao Peng points every year.
3. If users of Tucki models switch from other brands to P7i, they can get 1 0,500 kWh lifetime free charging+60,000 Tucki points every year.
4. Users of non-Tucki models can get 60,000 Tucki points if they switch to P7i models of other brands.
P7i horizontal competition
On March 16, BYD Korea EV Champion Edition and Tang DM-i Champion Edition were announced for listing. Among them, Tucki P7i's main competitor BYD Korea EV Champion Edition sells for 209,800 yuan to 299,800 yuan. At the same time, on the basis of configuration upgrade, the prices are all lower than those of the old models, which makes Tucki P7i meet a strong opponent as soon as it goes public.
From the analysis, BYD Han, as a medium-sized and large car, is larger in size and has obvious advantages in space than P7i, but P7i has better driving pleasure because of its larger body and front drive layout. I think: Young users who pursue face value and smart technology prefer P7i；; It is BYD Korea's target users who pursue big cars, cost performance and luxury.
The other is to reduce the price of "shark"-Tesla Model 3. Although it has not been changed for five years, the price of the standard endurance version has dropped to a record low of 229,900, which is very fragrant.
Compared with the standard battery life version, the P7i with the same price has longer battery life, more luxurious interior, larger empty mirror and smarter in-vehicle system. Tesla's advantage lies in its stronger power and better handling. As for the four-wheel drive version, it is the choice of a relatively small group of people. Tesla has certain advantages in power and control; The four-wheel drive version of Tucki P7i lies in higher value, more luxurious configuration and more cool Pengyimen.
Looking back on Tucki these years.
After the success of Tucki P7, I thought that Tucki would move on and hit the models with higher unit price. For example, large-size SUVs, or medium-sized cars with higher prices, are large in size and have great demand for family travel, all of which are done by peers. But Tucki has just launched P5, a product with low appearance, size and price. And I still can't understand what kind of people and scenes P5 is for.
The flagship model G9 was released last year. This is a good hand. If it is done well, it will enable Tucki to complete brand exploration, and the result will be "smashing". The confusing naming method and the confusing product SKU were denounced by consumers, and many car owners began to unsubscribe, although He himself urgently renamed and priced the G9 product the next day, which was unheard of in the history of China cars.
It is not difficult to see from two major events that there are problems in the unified coordination of various departments in Tucki. After the tragic failure of G9, Tucki finally learned a lesson from the painful experience and began to make major adjustments to the organizational structure. First, the SKU versions of all its models were streamlined last year. Then, in June 5438+this year 10, Wang Fengying, who worked in Great Wall Motor for more than 30 years, was officially appointed as the company's president, responsible for the company's product planning, product portfolio management and sales operations. Recently, it has been revealed that many senior executives have left or been transferred. It can be seen that Tucki is determined to turn over a new leaf this time.
Che Tan Jun observed.
Times have changed. After graduation, I became an automobile editor. Looking back a few years ago, when the new forces were born, they subverted the previous car play with scientific and technological attributes and almost mastered the pricing power of new energy vehicles.
Nowadays, with the tide of price reduction and the constant efforts of traditional car companies to electrify, the new car-making forces are losing their pricing power, and even the new car-making forces like Xiao Peng have fallen into a helpless situation and become more and more passive.
P7 was once one of the most popular pure electric vehicles in the price range of 200,000 yuan. Now P7i has upgraded a bigger battery, a brand-new three-electricity system, greatly improved charging power, and all systems are equipped with electric suction doors as standard, but the current market environment is not what it was in 2020. In the second half of the year, P7i will also face strong rivals such as the redesigned Tesla Model 3. What should Xpeng Motors do next? May have to continue to look forward to the next G6!
* The pictures in this article are from the Internet.
This article comes from the author's seminar, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.