The extremely fast car that ＂can’t accommodate employees＂ made Li Yanhong lose money and embarrassed.

Black and red are also red! Two things happened recently, which made the car "red".

This car company with bleak sales volume is caught in a rumor that "employees are fired for buying Xiaomi cars". The incident became more and more serious, and everyone sneered at its practice. Extreme Yue Automobile issued a statement saying that employees were not fired for buying a certain car, but engaged in behaviors unrelated to company affairs during working hours, which were obviously contrary to their job responsibilities and professional ethics.

Another thing happened in the live broadcast a few days ago.

In recent years, Robin Li, CEO of Baidu, who rarely appeared in public, came to build momentum for the live broadcast of the ultra-Vietnamese car. However, in the warm-up session of the live broadcast, when Xia Yiping demonstrated the voice driving door, he repeatedly called SIMO voice assistant, but there was no response.

It was Xia Yiping who made a fool of himself, and even more embarrassing was Li Yanhong &hellip who came to the platform specially for him; …

This time, Li Yanhong personally came forward to broadcast live as his platform, hoping to attract a wave of brand attention. He also announced that the loss of money and welfare, the ultra-01 high-level intelligent driving time limit is free for life. But in the highly competitive new energy vehicle market, can Extreme Yue still turn over?

A "poor student" born with a golden key

Extreme Yue 01 was officially released in October 2023, and it is also the first mass production product of Extreme Yue Automobile. Extreme Yue 01 locates medium and large SUV, with two models, namely Extreme Yue 01 Max and Extreme Yue 01 Max Performance, and the price is 249,900-339,900 yuan.

It can be said that the car was born with a golden key.

In manufacturing, there is a lucky blessing. For example, Extreme Yue 01 is based on the vast architecture of Geely SEA, which is the same as Geely’s high-end new energy brand Extreme Krypton; This product is produced in Geely Hangzhou Bay Smart Factory, which claims to be a benchmark factory that fully introduces intelligent and digital technology. In terms of intelligent technology, Extreme Yue 01 also has the empowerment of Baidu. For example, in the intelligent cockpit, it is claimed that the localization of voice AI algorithm can be realized, and SIMO car voice assistant can cover scenes such as inside and outside the car, four-way simultaneous speaking and continuous dialogue.

However, what is embarrassing is that the sales volume of the ultra-car is really bleak compared with the aura of resource blessing of the two star shareholders.

According to the official, after 24 hours of listing, the order volume of Extreme Yue 01 reached 15,000, but the actual sales volume did not meet expectations. According to the data of the Federation, in December 2023 and January 2024, Extreme Yue 01 achieved sales of 774 vehicles and 218 vehicles respectively.

Although the official of Extreme Vietnam has not announced the specific sales volume, its recent internal trends have confirmed the poor sales volume.

Recently, according to media reports, Extreme Yue Automobile is reforming its marketing end and sales end. Yang Zhen, the head of UD- user development department at the marketing end, and several directors and other executive layers have "dismissed classes". At present, CEO Xia Yiping is personally in charge of the department. The head of the UO- user operation department at the sales end was also changed from Luo Gangdai, the former head of operation, to Andy.Gao from Tesla. Since the end of March, there has been intensive personnel flow in UD and UO.

On the recent Extreme Yue AI DAY, Xia Yiping also admitted that the poor sales of Extreme Yue 01 made some mistakes, and Extreme Yue was undergoing organizational changes and adjustment of sales methods.

Can Li Yanhong Drive Sales?

Zhang Xiaorong, president of the Institute of Deep Science and Technology, told Sina Technology that the reason why the sales volume of the ultra-Vietnamese car can’t get up is the brand awareness. As a new brand, the popularity of ultra-yue automobile is low in the market, and consumers lack understanding and cognition about it, which has a certain impact on its sales.

In fact, the brand of Extreme Yue Automobile has undergone a great renaming, which is an important reason for its low brand awareness.

In January 2021, Baidu and Geely jointly established a car-making project, originally named Jidu Automobile, which was also the predecessor of Jiyue Automobile. For a long time, the project was promoted by the brand of Jidu Automobile. For example, the first brand launch conference was held in June 2022, and its first car robot concept car ROBO-01； was officially released. In October 2022, the first limited edition of ROBO-01 lunar exploration robot was released, with a price of 399,800 yuan.

However, just as its first product was facing production delivery, it encountered the problem of production qualification. During the 2023 Shanghai Auto Show, it was reported that Jidu was unable to participate in the Shanghai Auto Show due to lack of car-making qualification. At that time, Jiji responded that the news was completely untrue. Jiji strictly abided by the relevant rules and regulations of the industry from the beginning of its establishment, and the related work of applying for qualifications was progressing in an orderly manner.

Finally, in August, 2023, the first model of the original Jidu automobile "Jidu ROBO-01" was renamed as "Jiyue 01" and entered the latest batch of automobile new products public announcement of the Ministry of Industry and Information Technology, which means that Yue01 has obtained the qualification for marketing. Although the qualification problem has been solved, the ultra-yue automobile has also replaced the original Jidu automobile to the front desk, which has made the joint car brand, whose popularity has not yet been opened, worse.

In addition, Zhang Xiaorong believes that despite the resources of Baidu and Geely, its marketing strategy may not be accurate enough to effectively attract enough consumers. At present, the domestic automobile market is becoming increasingly fierce, and many traditional automobile enterprises and emerging new forces are actively laying out the intelligent automobile market, which is facing greater competitive pressure.

Xia Yiping may also be aware of this problem. On April 15th, he invited Li Yanhong, founder, chairman and CEO of Baidu, to broadcast live in the same box, hoping to attract a wave of traffic for the car company CEO.

Intelligent "far ahead"

In the live broadcast, Xia Yiping also talked about the recent hot Xiaomi SU7. He said that the first model is different, the Extreme Yue 01 is an SUV, and the Xiaomi SU7 is a sports car; The target audience is also different. Xiaomi SU7 pays more attention to enthusiasts who like to control. In addition, he also said that there will be more room for the ultra-01, and it is also far ahead in the industry in terms of intelligence, such as voice and intelligent driving.

However, is the intelligence of Extreme Yue really far ahead as Xia Yiping said?

Before Li Yanhong entered the live broadcast room, Xia Yiping had a conversation with the modified car master Liu Liu. But what is embarrassing is that when Xia Yiping demonstrated the voice driving door, he repeatedly called SIMO voice assistant but didn’t respond. Xia Yiping said it might be the key in the car. Previously, Extreme Vietnam announced that Extreme Vietnam 01 supports voice interaction outside the car, and can also control doors and windows by voice outside the car. The live broadcast of the rollover undoubtedly made the outside world once again put a question mark on its product strength.

In addition, when new energy vehicles are involuted, intelligence has almost become a standard, and it is extremely difficult to say that it can be differentiated by intelligent labels.

For example, Tucki has always focused on the smart driving label. He Xiaopeng, chairman and CEO of Xpeng Motors, recently announced that Xpeng Motors will soon launch 100,000-150,000 A-class cars, and at the same time, it will drive high-grade smart cars in Tucki, and even bring unmanned driving in the future; For example, Huawei, its smart car brands, such as the world, the intellectual world, etc., HarmonyOS cockpit and smart driving have become the main labels; Another example is Xiaomi, which also emphasizes intelligence. Not only does the OS get on the bus, but Lei Jun also released the goal of entering the first camp of the smart driving industry this year.

In terms of intelligence, compared with these brands, it is difficult to say that the ultra-yue automobile has great advantages in terms of technical level and user awareness.

Under the fierce competition, the ultra-Vietnamese car had to worry.

In November 2023, that is, the Extreme Yue 01 just went on the market for more than a month, the Extreme Yue Automobile announced that the price of its first model, the Extreme Yue 01, was lowered by 30,000 yuan; In the live broadcast on April 15th, Li Yanhong and Xia Yiping jointly announced the launch of a new preferential car purchase policy — — Advanced intelligent driving is free for life in a limited time.

Xia Yiping said in the live broadcast that the more you buy, the more you send the driver; Li Yanhong emphasized that it was free for a limited time and joked: "Don’t lose too much money for me."

Li Yanhong personally stood on the platform. If the sales volume doesn’t go up any more, the situation facing the ultra-Vietnamese car will undoubtedly be even more embarrassing.

Article source: Sina Technology