Core Viewpoint - The introduction of the new LS9 model by Zhiji Auto, featuring unconventional amenities like a heated floor system and a shower, has sparked debate about whether these features represent genuine consumer needs or merely marketing gimmicks. The company is facing significant sales pressure, with only 55.8% of its annual sales target achieved so far this year [2][12][17]. Sales Performance - Zhiji Auto's cumulative sales from January to October 2023 reached 55,756 units, falling short of its annual target completion rate of 55.8% [12][13]. - The company has a history of not meeting its sales targets, with 2023's target of 45,000 units resulting in only 38,300 units sold, and a 2024 target of 120,000 to 130,000 units yielding only 65,500 units [13][17]. Financial Challenges - The company reported a net loss of 18.25 billion yuan in the first half of 2023, raising concerns about its financial health and ability to achieve profitability by December 2023 [15][17]. - The automotive industry is capital and technology-intensive, and Zhiji Auto faces significant operational pressures and cost challenges amid fierce competition from both traditional and new energy vehicle brands [17]. Controversial Features - The LS9 model includes a heated floor system and a shower, which have been criticized as unnecessary and potentially unsafe due to the compact nature of vehicle interiors and the presence of electronic components [5][7]. - The heated floor system is marketed as a unique feature, but its practicality and safety have been questioned, particularly regarding its impact on battery safety and vehicle range [7][17]. Market Positioning - The LS9 is positioned as a strategic model in the 300,000 yuan SUV market, aiming to differentiate itself through driving performance, smart technology, and unique space configurations [3][12]. - The introduction of these unconventional features is seen as an attempt to create buzz and attract attention in a competitive market, but it may not align with actual consumer needs [6][12].