At the 80-minute press conference on April 12, An Conghui, CEO of Krypton Intelligent Technology, used the usual 10 minute to announce the price of Krypton X and the rights and interests of the first batch of users. The cheers and applause at the scene showed that the previous 70 minutes of "brainwashing" played a role, and three models were given to 189800 and 209800 respectively.
Squeeze the water out of the compact luxury SUV
If you only look at the price, is it a small SUV? I don't think it's a roll. In the traditional fuel car track, even if it is as arrogant as Volkswagen and Toyota, no one dares to touch the ceiling of 200,000 yuan with a small SUV. At the market terminal, most small SUVs will further yield. After all, everyone knows that you can't make friends with more than 6.5438+0.5 million yuan.
However, this time, Krypton X didn't want to roll down, but held his head high, pointed his sword at BBA in the name of luxury, and shouted the passionate slogan of "changing the old days of compact luxury cars". Small SUVs are not a strong category in the luxury camp. For example, the prices of BMW X 1 and Audi Q3L are within 7.5 fold all the year round, but even so, BBA still has a high premium capacity, so it is extremely embarrassing regardless of brand strength. Rushing in with a figure of 200,000, first of all, the price occupied the commanding heights.
Of course, it is impossible to hear applause at the press conference only by slogans and prices. Just as Reebs explained the explosion mode in Thinking about Entrepreneurship, the explosion mode not only needs surprise pricing, but also needs to identify the user's needs, and at the same time, it also has product power that exceeds expectations. Cong Cong's first 70 minutes explain these two extremes of krypton X.
The luxury of krypton X is beyond BBA's reach.
In the part of user demand, Cong Cong pointed out the position of Emperor's new clothes in this market segment very straightforwardly, and thought that the small SUV launched by luxury brands almost existed in name only, and its value was only supported by logo. Performance without performance, technology without technology is very common, so consumers' needs and pain points have always existed, and there are many things to do in the future.
As for product strength, Krypton X regards BBA as the dregs of the fifth war. Regardless of performance or configuration, what Krypton X wants this time is not equal rights, but crushing.
The design of Krypton X was designed by Steven Sielaff. This senior has rich experience in luxury brands and has served as the design director of Audi, Volkswagen and Bentley. Audi A 1 and the original Audi A7 are his masterpieces, which makes Krypton X have a high starting point for BBA.
In terms of style, Krypton X chose simplicity and flattening, and its high-grade BBA feeling can be realized in a few details. For example, the thickness of the logo made of metal nickel is only half of the original, which brings a more exquisite relief texture. However, Krypton X's frameless door, frameless electric exterior rearview mirror, hidden charging cover and optional handleless electric door did not belong to compact SUV before, which also pointed out a luxurious new direction for a group of BBA who did not work hard.
In order to be concise, Krypton X even forced himself to get rid of obsessive-compulsive disorder, so he had to wipe off the water mark on the window glass (the rubber sealing strip in the groove at the lower edge of the door glass). This inconspicuous little detail has increased the workload of engineers for more than 300 days. The ultimate krypton X has achieved an appearance that can fascinate young people, which is significantly different from traditional SUVs and exquisite and fashionable.
The interior design of Krypton X is also quite cracked in the whole small SUV circle. You can see the magic seat in the back of Honda, but the folding mode has been improved to electric form; You can also see the front central armrest that can move back and forth like Nissan ARYIA, which gives it the name of Apple, called Smart Island.
As for the grandiose configuration of color TV sets, refrigerators, massage chairs, etc., at the beginning of the Year of the Rabbit, it was criticized by Gan Jiayu, CEO of Geely Automobile Group, in his Spring Festival message. On the surface, he said no, but in less than three months, Cong Cong honestly invited the three big pieces to the car.
14.6-inch electric sliding smart screen with 353mm slide rail can realize-15℃ refrigeration of car refrigerator, 4D cloud zero-gravity seat with massage function, packed by Krypton X into "three extreme experiences" and "really not" BBA, which will definitely be crushed by Zhejiang businessmen's natural activities in the future.
When introducing the performance of krypton X, Cong Cong was quite high-key. The competing products on the big screen are not only karami of BBA level, but also Porsche 9 1 1, which is regarded as the crown of fuel performance. In fact, this comparison between Guan Gong and Qin Qiong is not entirely to enliven the atmosphere. The extreme krypton X four-wheel drive version has a maximum power of 3 15kW, a maximum torque of 543Nm, and a zero-speed acceleration of only 3.7 seconds. The book data really makes Porsche 965,438+065,438+0 Carrera 3.0t worth several times.
Endurance is another important index of pure electric vehicle competition. Krypton X uses ternary lithium battery and is equipped with a 66 kWh battery pack. Under CLTC comprehensive working conditions, the rear-drive version has a battery life of 560km, and the four-wheel drive version has a battery life of 5 12km. Compared with those high-end products with a battery life of 600-700 kilometers, the ability of Krypton X doesn't sound exciting enough, but car owners can still smile after 1 1- 13 kWh 100 kilometers. As for the safety of the battery, Cong Cong explained it in a very short way in Versailles. "The extreme brand has delivered nearly100000 vehicles, and the battery is on fire, which is the only one in the industry."
Intelligent driving technology is usually not the main technology of products with a level of 200,000 yuan, but ZAD intelligent driving assistance system, which consists of five cameras, five millimeter-wave radars and 12 ultrasonic radars, is the standard of Krypton X, and can realize many intelligent driving assistance functions of 10, such as active cruising in the full-speed domain, active deviation and avoidance of vehicles, blind spot monitoring, remote-controlled direct entry and direct exit parking and so on. It shouldn't be an exaggeration to say "enough".
When Krypton X debuted, the problem of doubling sales became a sub-topic.
22 years is the first complete sales year of Krypton brand. With the help of Krypton 00 1, Krypton achieved 719,000 vehicles in 22 years, especially on the eve of the formal withdrawal of new energy subsidies, Krypton 00 1 performed bravely and sold over 10,000 vehicles for three consecutive months. However, if you look at the timeline, you will find that the monthly sales volume is 4000-5000. As for Krypton 009, which was launched in early 2003, although the market evaluation is good, and the sales volume of 265,438+046 vehicles in March is considerable enough, it is difficult for people to agree that it will grow into a mass production product in the future with a starting price of nearly 500,000. To achieve the sales target of140,000 vehicles set in 2023, it is obviously not enough to rely solely on the combination of "00 1+009". However, after the listing of Krypton X, the problem of doubling sales became a sub-problem. First, in terms of price and product strength, Krypton X has the potential to explode, but don't roll over at the operational level, and don't have any more tricks; Second, krypton stepped on so many pits in the user operation of 00 1. How to avoid it here in krypton X this time? It is unlikely that there will be a slight movement.
If we further open the pattern, the burden on the shoulders of krypton X will not stop there. An Conghui once revealed at the 2022 results conference that in June 5438+early February last year, Extreme Krypton had submitted a draft registration statement of a possible IPO to the SEC on a confidential basis, and is currently undergoing regulatory review. "If the market window is suitable, we will take the opportunity to make a public offering and strive to complete the listing." The sales performance of Krypton X is obviously directly related to the confidence of investors.
In addition, Tesla has revealed some information about small electric vehicles in the future. The new car will be equipped with a 53kWh lithium iron phosphate battery, and the price will be much lower than the cash? 3。 And krypton pre-empted this time, let the model of the year? That drive-through scene won't happen again. If the power of Krypton X is strong enough, it may even make Tesla's low-cost car strategy directly misfire in the China market.
Aiming at BBA's krypton X, can this really "change the old days of compact luxury cars"? If consumers begin to agree with the right of burning grade, if consumers no longer blindly believe in brand myths, the light of domestic products such as krypton X will definitely have the opportunity to subvert the existing pattern, and the above IF is gradually becoming a reality. However, smart, a subsidiary of Geely Holding Group, will definitely have a headache. In front of the dazzling extreme krypton X, smart Genie # 1, which is also based on the vast architecture of SEA and has similar value, seems to be somewhat inconspicuous. Finally, it is not impossible to crush BBA and accidentally injure your brother.
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