Starting at 209,900 yuan, medium-sized pure electric luxury sedan, Feifan F7 worth buying?

New energy brands, Xiong Xiong my personal categorization is very simple, one category is the "Wei Xiao Li", zero run and Ne Zha and other new car-making forces; the other category is the EA, Feifan, Lantu, extreme fox and extreme Krypton and other new forces with a background of traditional automobile enterprises brand, the focus of today's topic is the latter.

Guangzhou Automobile Ean has been trying to make a brand name push for a higher level of success based on the "net car"; Geely Jikrypton is considered to have succeeded in a stage; Dongfeng Lantu and Beijing Automobile Extreme Fox are still struggling; and SAIC Feifan, which is in the east, hasn't found its own way yet, mainly because its strength isn't being utilized in the right place.

When the brand tone is not yet established, it is futile to launch new products frequently. Therefore, the high hopes of Feifan F7, Xiong Xiong I personally feel more or less embarrassed. The problem is not out of the product, nor is it a price problem, and listen to me to tell the story.

Shanghai Automobile Group (SAIC) is a full-fledged company, but Fifan is not very competitive

Fifan and ZhiJi, are both SAIC Group in the field of new energy automobile layout of the project, but there is a difference in the status. Feifan is undoubtedly a direct descendant of Rongwei, which was spun off as "R Label" and later renamed Feifan. And Zhi Ji brand is SAIC Group, Zhang Jiang Hi-Tech and Alibaba Group *** together to build, as the saying goes, is "common".

However, the reality is that many times, the second will be more successful than the first son of the first grandson, because the family's resources are occupied by the oldest, and by the family is infused with more expectations. And the second failed to get the ancestral shade, can only rely on their own to fight for resources. Often, this results in the oldest nibbling away at his old age without seeking advancement, while the second develops a stronger sense of striving and enterprise.

The ZhiJi brand label is becoming more and more clear and explicit, which is "driving control". Many new energy vehicle brands either focus on core technologies, such as highly integrated powertrains and extreme low-energy performance, or boast so-called "intelligence", such as human-machine interaction systems and driver-assistance features. The one that emphasizes "driving control" is perhaps the only one.

The two products of ZhiJi, XiongXiong I have experienced in-depth, personal emotional favorability is still very high. Especially the "driving control" claimed by the brand, it is really hard to find rivals in the same class or the same price, it will let people have a surprise, in a crowd of uninteresting new energy vehicles to ignite a trace of the pursuit of driving.

Taking ZhiJi L7 as an example, with its front double-wishbone + rear five-link suspension structure, CDC adjustable damping damper, four-wheel vectoring drive technology, as well as the Williams forward-looking engineering team tuning, and Brembo high-performance braking package, its dynamic performance will really subvert the majority of drivers' perception of "control". The car's dynamic performance will really change most drivers' perception of "handling".

The LS7 is equipped with an air suspension chassis, BILSTEIN electromagnetic dynamic damping system, a lighter front double-wishbone and rear multi-link independent structure, Brembo high-performance braking system, and tuning by the Williams Forward-looking Engineering Team, which realizes a "driving experience" that is hard to reach in the same class. The car is also tuned by Williams' forward-thinking engineering team to achieve an unparalleled "driving control" experience.

Compared to ZhiJi's "Driving Control" label, what about FeiFan? It has not yet formed its own distinctive image! It feels like Feifan is living in the shadow of ZhiJi, trying to get closer, but also trying to keep a distance to differentiate itself. Zhiji LS7 and Feifan R7 are both mid-size pure electric SUVs, Zhiji L7 and Feifan F7 are both mid-size pure electric sedans, the homogenization of the two is too serious.

The two corresponding models, body size on the big difference, styling is also similar, even the wheels are the same overflowing auto parts city style. In fact, Feifan hopes to focus on luxury smart technology, favoring the home and executive category, downplaying the personal character, but in this area, the rivals are just too many and too strong, Azera, Lantu, Extreme Fox, Extreme Kryptonite, Avita and Jidu ......

First, figure out what consumers really want

You say Feifan is insincere, and it's not! The Feifan F7 is the same as the Azera ET7 in terms of positioning, and the price is cheaper than the ET5, which is one level lower. Putting it in the same class of competitors, Feifan F7's sense of class is higher than Nezha S and Extreme Fox Alpha S, and its intelligence is higher than BYD Han, but all of these competitors are a lot more expensive than Feifan F7. But if you compare it with the Extreme Krypton 001 and the Lantu Chasing Light, the price of the Feifan F7 is even more overwhelming.

And, undeniably, Feifan F7 is very stacked, RISING MAX 3 +1 front and rear giant screen, RISING OS intelligent interactive system, RISING PILOT full fusion of high-level intelligent driving system, European millions of luxury car tuning chassis, rear-wheel drive version of the CLTC range of up to 666km, zero hundred acceleration of 5.7s, four-wheel drive version of zero hundred acceleration of 3.7s. tempting prices The F7 is not lacking in high performance, true luxury and super intelligence.

But I personally believe that the brand power and product empowerment brought about by technology as an anchor point is perceived by consumers. Here said "technology anchor point", refers to the "three electric technology", because in the new energy vehicles to replace the primary stage of traditional fuel vehicles, new energy key core technology is the decisive factor to impress consumers.

How many of the 1.86 million people who bought BYD cars last year paid for the company's "intelligence"? Whether it's the smart cockpit or the Smart Drive system, BYD has done a pretty poor job, and it's still its new energy technology that impresses consumers. The mistake of Xiaopeng is a typical example of the opposite, every day boasts of "intelligent", "three electric technology" never mentioned, when the consumer returns to rationality, the market to make direct feedback.

Another example, before upgrading the host of the pole Krypton 001, the intelligent cockpit is also quite crotch, but also does not hinder the consumer's favorite, because the pole Krypton has a new energy core competitiveness - SEA Vast Architecture! In addition to the compatibility of this architecture, there is also a high level of security. Especially the Krypton 001 "0 spontaneous combustion since listing", demonstrating the high reliability of Krypton in the three electric.

In this regard, both Feifan R7 and Feifan F7, which has just been listed, have never publicized the core technology of their "three electric systems". Feifan F7 is based on "high-performance rear-drive native architecture", who can tell me what's so great about this "native architecture"? I don't know, and even the manufacturer itself rarely mentions it, let alone explains its advantages.

Particularly in the case of power battery safety, which is a major concern for consumers, BYD, EA, Geely, and Great Wall have all provided "solutions" (Blade Battery/Magazine Battery/Shield Battery/Dayu Battery), and even Toyota continues to emphasize the safety efforts of the bZ series of batteries, but Feifan remains indifferent. Still nothing.

The market has also responded, with the Feifan R7 officially launched on September 27 last year, and a total of 3,151 units sold by the end of last year. Feifan R7 sales in January this year was only 502 units, February sales fell to 200 units. Back to rationality, Feifan backed by SAIC Group in the field of new energy technology reserves and mastery of the core technology, to tell the story well, is the key.

Writing in the end

At this stage of the new energy vehicle market, Chinese brands occupy an absolute advantage. Do new brands still have a chance? There is, but time is tight. Because the European Union earlier clarified the 2035 fuel car sales ban, this ban is very thorough, including hybrid, plug-in and extended range power technology will be phased out, only to recognize pure electric vehicles. In response, overseas brands will accelerate their R&D and investment in new energy vehicles. Chinese brands switching to the new energy track will have to maintain their current advantage, with a decisive victory in the next 10 years.

Among the new-energy car brands, Feifan is one of those that got up early to catch a late start. Backed by SAIC Group, Feifan, as a full-fledged SAIC brand, has no lack of technical reserves, and even less resources. Clearly defining its own positioning and reinforcing its brand label is the first step for Feifan to enter the mainstream market. The product is the carrier of the brand value, the existing R7 and F7 are not lack of product power, with the help of the product to tell the story of the brand, Feifan's problem is in the telling of consumers do not care about the "story", and then became a marketing accident.

This article is from the author of EasyCar, Fifan Vision, the copyright belongs to the author, please contact the author for any form of reproduction.