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超豪华汽车市场没有捷径可走
3 6 Ke· 2025-12-28 13:49
Core Insights - The ultra-luxury automotive market in China is transitioning from a "single narrative" to a "systematic engineering" approach, indicating a shift in how products are developed and delivered [2] - The performance of the ZunJie S800 highlights the importance of stable delivery capabilities and user trust in a highly competitive market, rather than just sales figures [3][4] - The ZunJie S800 has achieved significant delivery milestones, with over 2,200 units delivered in November and a record daily delivery of over 200 units on December 25 [3][6] Market Dynamics - The ultra-luxury segment is driven by "trust costs" rather than just demand, with user decisions based on brand reputation and manufacturing reliability [4][6] - The user base for the ZunJie S800 is evolving, with an increasing number of customers transitioning from traditional luxury brands, indicating a shift in consumer perception and acceptance [4][16] Manufacturing and Delivery - The ZunJie S800's growth reflects a highly industrialized manufacturing process, characterized by stable order conversion and consistent production rhythms, rather than explosive sales spikes [6][7] - The manufacturing system is designed for high-quality output without compromising delivery standards, ensuring low variability in product quality [6][11] Safety and Technology - In the context of electric vehicles, battery safety is a critical concern, requiring a systematic approach to mitigate risks associated with complex operational environments [9][12] - The Huawei Whale Battery Platform 2.0 emphasizes a comprehensive safety design, integrating multiple protective measures to enhance overall vehicle safety [11][12] Collaborative Model - The ZunJie S800 employs a "deep co-creation" collaboration model with Huawei, which enhances efficiency and redefines responsibility boundaries in product development [14][16] - This collaborative approach aligns well with the ultra-luxury market's demand for low error rates and high consistency in product delivery [14][16] Consumer Perception - The "ZunJie Effect" reflects a growing consumer trust in the ZunJie S800, transitioning from initial curiosity to a broader acceptance among high-end users [16][17] - The luxury perception in the new energy era is increasingly based on system reliability and engineering capabilities, rather than historical brand prestige [17]