Give Krypton 009 Glory a chance, it will help you cut the price of Elfa

What the ideal did not figure out, Ji Krypton figured it out.

Looking back at the failure of MEGA, high pricing, peculiar styling, marketing backlash, and the wrong operating rhythm that Li Xiang himself admitted were all the reasons.

But from the perspective of market demand, the biggest problem is the mismatch between demand and positioning.

Li Xiang shouted, MEGA is born for the big family. But in the Chinese market, we do not talk about the problem of "fuel tank" or not. Those who are willing to spend more than 500,000 to buy a high-end MPV are more commercial customers than household customers. However, for the former, MEGA, whether external or internal, the overall tone is not so in line with business needs.

Also in order to justify the luxury pure electric MPV, the approach of polar krypton is much wiser than ideal.

On April 19, the extreme krypton 009 was listed, and the price 789,000.

Different from the attributes of IKEA, the four-seat layout of 009 has a clearer goal – to be the "Rolls-Royce" in high-end business MPV.

"Rolls-Royce in MPV", did Extreme Krypton 009 Glory do it?

Before analyzing whether Krypton 009 can achieve its goals, let’s first consider a question: what kind of MPV do wealthy bosses or high-net-worth business elites need when traveling?

The detailed requirements may be many, but they can be summarized as follows:

1. Safety, there is no doubt about it. Everyone cares about their lives, especially the rich.

2. Presentation, in business or other social situations, can bring status-appropriate pomp;

3. Comfortable, spending time on the road is either work or rest, both of which require a comfortable environment.

According to this demand list, let’s take a look at how Krypton 009 Glory responds.

First of all, look at safety. According to previous statistics from China Automotive Data Co., Ltd., due to the large body size, low stiffness, and excessive compromises for cockpit space, the fatality rate of MPV accidents is higher than that of the two major categories of cars and SUVs combined.

Therefore, before looking at whether an MPV is luxurious or comfortable, you should consider whether it is safe.

The traditional MPV, such as the well-known Toyota, has a torsional stiffness of 11750 N · m/deg, while the torsional stiffness of the JK 009 has reached 36450 N · m/deg, which is more than three times that of the former.

On the basis of Extreme Krypton 009, 009 Glory has made a more detailed supplement to "safety".

For example, it can claim that its second row is "the safest second row in the world," relying on one-piece die-cast "C-ring seats" and accompanying airbags, which provide stronger, multi-dimensional protection for rear passengers in the event of a collision.

For example, it meets "maternal and infant" standards in terms of material safety, electromagnetic radiation safety, and air quality in the car;

For example, it is the only four-seat MPV equipped with lidar in the world, which means that it has higher safety redundancy and expands the possibility of preventing problems before they occur.

Other aspects you didn’t expect, it also thought of it for the rich boss, such as the loss of contact caused by signal problems, it uses in-vehicle satellite communication technology to avoid; there is also the privacy and security that the rich people pay special attention to, 009 radiance is also very detailed, the glass is made of LC privacy dimming glass, which can be completely "isolated" from the outside world. There is also a "curtain wall" in the car to partition the front and rear cabins, and even the safe is arranged thoughtfully.

After meeting the safety requirements beyond expectations, let’s see how it can unabashedly demonstrate the boss’s status and taste.

When 009 was first listed, Krypton An Conghui asked in her soul: Why do MPVs have an "Elfa face"?

It was true that Elfa could show his identity attributes, but the imitations or follow-ups of the latecomers were always a bit less interesting. And because the JK 009 was a native pure electric model, it did not need to consider the engine and gearbox, and naturally did not need to use a homogeneous front face. Its original design brought a different luxury look to the MPV market.

On the basis of the 009, the 009 radiance achieved a qualitative change from luxury to luxury. Its DARK BADGE front grille was hand-polished in 30 hours by top craftsmen according to the 10,000-mesh mirror standard. Does it sound familiar? Yes, Rolls-Royce did the same.

The 20-inch suspension forging wheel hub is also very famous. It is also hand-polished by highly skilled craftsmen for 20 hours, and then 240 light and dark patterns are carved on the surface of the wheel hub by laser engraving process. Whether it is dynamic or static, it can ensure excellent light reflection.

The interior materials of the rear cockpit were made of natural marble from the southern foothills of the Himalayas, and then polished by hand to inlay them one by one. At the same time, the top of the car was wrapped in environmentally friendly suede, and the foot was covered with a soft wool carpet with landscape lines. Even at the right entrance of the passenger cabin, a metal porch vase was placed, so that every trip was accompanied by flowers.

Suppose a scene, I am also a boss, 009 radiance owner and Elfa owner are eager to cooperate with me, after the plane landed, they personally came to pick me up, looking at the face of the car, I would definitely prefer to give 009 radiance owner a chance! (This is purely fantasy, please skip if you feel uncomfortable…)

In fact, the face that 009 radiance brings to car owners lies not only in the luxurious texture of ingenuity polishing, but also in its almost dead-end comfort.

It has all the refrigerators, color TVs, and large sofas you want, and it offers more and better than others.

Let’s take a look at one by one. The first is the refrigerator. 009 Radiance provides an 18-liter hot and cold smart refrigerator with its own ultraviolet sterilization function, and it is the first in the industry in terms of volume and temperature control.

Then there is the color TV, which provides a 43-inch mini LED smart screen, 4K ultra-clear image quality, and supports Dolby Vision. In terms of size, no one can compare it in the car screen. Even the distance between the screen and the seat is calculated for you. It is the best viewing position as soon as you sit down. Matching this is the Yamaha advanced sound system with 31 speakers, which can achieve 7.1.6 surround sound, and also supports Dolby Atmos, so you can enjoy a movie or opera with excellent audio and video while resting in the car.

Followed by the sofa, 009 Glorious rear seats are exaggerated to the point that each one is built according to the 500,000 value. The package material is made of ultra-soft aniline leather, what is the concept? Land Rover,,, use only semi-aniline leather, to Bentley, Rolls-Royce This level will use full aniline leather, and 009 Glorious is 3 square meters.

At the same time, this set of seats provides 12 zones of support, each with 24-way adjustment, and supports massage therapy, hot stone SPA, and music therapy SPA. As the same boss, you may be tired when traveling in Elfa, but sitting in 009 Radiance can massage and watch movies to relieve fatigue.

The owner of Elfa may jump out to persuade him: No matter how good it is, it is a pity that it is a pure electric MPV, and it will be very painful if there is no electricity on the road.

Since Extreme Krypton dares to launch a pure electric MPV, it will definitely not be unprepared.

Equipped with a full-stack 800V high-voltage system and a 108-degree ultra-fast charging 5C Kirin battery, the CLTC has a cruising range of 702km, and it only takes 11 and a half minutes to replenish 500km.

In addition to leading battery and charging technology, Extreme Krypton also has a strong energy replenishment network. As of March 31, the number of Extreme Krypton charging stations was 462, and the number of Extreme Charging Piles exceeded 2,500, ranking first in the industry. By the end of 2024, this number will exceed 5,000.

It can be seen that in order to become a luxury flagship in the high-end travel sector, Krypton 009 Glory is well-prepared.

Benchmarking is more important than sales

After the price of Krypton 009 came out, many people shouted "expensive" as soon as they heard "789,000", but if they carefully understand the investment and presentation effect of this car in the dimensions of safety, comfort and texture, I believe that there will be different perceptions of this pricing.

Taking a step back, the nearly 800,000 price, four-seat layout, pure electric drive form, business positioning and other attributes are collected on the 009 brilliance, which is destined that this car will not play the role of volume like conventional household MPV, or we can’t use general sales data to judge whether it is successful.

The polar krypton 009 listed in November 2022 has delivered more than 22,000 units in less than 16 months. This figure is not outstanding at first glance, but it should be noted that it is a domestic pure electric MPV with more than 500,000, superimposed on a niche BUFF. As a reference, the famous Elfa sold nearly 20,000 units in the Chinese market last year. From this point of view, the polar krypton 009 is a success.

So, since there is 009, why did Extreme Krypton launch a more luxurious 009 radiance?

Personally, I think there are three reasons. First, as An Conghui said, "to end the unreasonable current situation of other luxury MPVs of the same level in China with long-term price increases". With the market accumulation and word-of-mouth brewing of Krypton 009, high-end customers are no strangers to 009’s brilliance. On this basis, all its product power has become a plus, making it a better choice for high-end customers to give up Elfa.

The second is to advance the layout and occupy the pure electric ultra-luxury MPV track. At this stage, domestic car companies have taken advantage of the smart electric wave to rise, of which MPV is a popular path, but most car companies are still circling at 30-500,000 price, with the further increase of new energy share, the new energy MPV field will sooner or later be subdivided into high-end, luxury, and ultra-luxury markets. 009 Glory’s entry at this time is equivalent to taking the lead; on the other hand, 009 Glory’s ultra-luxury setting will also enhance consumers’ brand awareness of polar krypton. For example, they used to think it was high-end, but now they will feel luxurious, or even ultra-luxury, which will provide more flexible space for their subsequent product layout.

The third is to prove that top luxury car products are no longer controlled by foreign brands. Chinese brands can create more competitive top luxury products and export over one million dollars in value.