销量“历史新高”的智己，还没能冲进安全区

Core Viewpoint - The article discusses the challenges faced by Zhiji Auto, a subsidiary of SAIC Group, despite achieving record monthly sales of 13,600 units. The company struggles to meet the industry's increasing sales benchmarks, which have risen from 10,000 to 20,000 units, indicating a competitive market environment [1]. Group 1: Sales Performance and Market Position - Zhiji Auto's monthly sales reached a new high of 13,600 units, but this is still below the industry's recognized safety zone of 20,000 units [1]. - In contrast, leading new energy vehicle brands like Leap Motor and Seres have shown significant growth, with Leap Motor achieving over 70,000 units sold, marking a year-on-year increase of over 75% [2]. - The article emphasizes that Zhiji cannot attribute its slower growth to consumer fatigue, suggesting that internal strategic hesitations and operational inefficiencies are to blame [2]. Group 2: Competitive Landscape and Brand Strategy - Zhiji Auto was established in 2020 with backing from SAIC Group, Zhangjiang Hi-Tech, and Alibaba, but it faces intense competition from its sibling brand, Feifan Auto, which targets a similar market segment [4]. - The initial strategy positioned Zhiji for the high-end market (above 300,000 yuan), while Feifan focused on the 200,000 yuan segment. However, price wars have blurred these distinctions, forcing Zhiji to lower its prices, which threatens its premium positioning [4]. - The introduction of the new brand "Shangjie" in collaboration with Huawei is expected to further intensify competition within SAIC Group, potentially undermining Zhiji's market position [4]. Group 3: Brand Awareness and Marketing Challenges - Despite not facing funding issues, Zhiji Auto struggles with low brand awareness and has not effectively communicated its marketing intentions to the public [5]. - CEO Liu Tao's marketing efforts have been marred by several public relations missteps, including incidents during vehicle launches that have negatively impacted the brand's image [6][7]. - The company has faced numerous consumer complaints regarding product quality, particularly with the LS6 model, which has been criticized for various technical issues shortly after its launch [11][12]. Group 4: Consumer Relations and Product Issues - Complaints about the LS6 include failures in the audio system, radar alerts, and air conditioning, leading to a significant loss of consumer confidence [11][12]. - Issues with the "prepayment" system for orders have also caused disputes, as customers were misled about the refundability of their deposits [13]. - The recent launch of the LS9, which features a controversial "in-car shower," has drawn criticism for lacking practical application, further highlighting the brand's struggle to resonate with consumers [17]. Group 5: Overall Industry Context - The article reflects the broader anxiety of traditional automakers transitioning into the electric vehicle market, emphasizing that Zhiji must establish its own identity and credibility beyond its parent company's legacy [18].