2025年的中国汽车市场，正经历着电动化与智能化的双重冲击。过去的2月份，小鹏汽车以单月30,453辆的交付量蝉联新势力销冠，理想、零跑紧随其后，月销均突破2.5万辆。然而，在这片“红海”中，背靠上汽集团的智己汽车却显得格外落寞。

According to the data of the Passenger Association, the sales volume of Zhiji Automobile in October was only 762.0 units, and the gap with the leading new forces has widened to more than 10 times. This makes us wonder why the "national team rookie", who once benchmarked Tesla, is now mired in sales?

Five years after its establishment, it has become more and more confused

In 2020, Zhiji Automobile made a high-profile debut with a lineup of luxury shareholders joined by "SAIC, Alibaba, and Zhangjiang Hi-Tech", aiming directly at Tesla.

2023年，随着中大型SUV智己LS6的推出，其销量一度迎来爆发，全年累计销售38,253辆，同比增幅高达665%。彼时的智己汽车意气风发，从而喊出“2024年冲击12万辆”的豪言，然而现实却泼下冷水。2024年全年销量仅6.55万辆，目标完成率不足55%。进入2025年，颓势加剧，1月销量3,017辆，2月进一步跌至2,762辆，主力车型LS6的月销也从巅峰期的近万辆缩水至1,491辆。

Five years after its establishment, it should be the "harvest season" of new power brands, but the growth trajectory of Zhiji Automobile is more like a parabola that drives high and goes low.

Why are Zhiji cars abandoned by consumers?

As SAIC's "No. 1 project", Zhiji Auto's market performance has been tepid for a long time, and it has not been able to enter the mainstream brand, what is the reason? Personally, I think there are three main reasons, which are marketing, quality and value system.

Marketing: From "Out of the Circle" to "Out of the Box"

作为品牌形象的塑造者，智己汽车的营销策略屡屡引发争议。联席CEO刘涛的多次“出格”言行，成为舆论焦点。2022年，他在直播中驾驶智己L7实线变道、超速行驶，被网友戏称为“违章教科书”；同年，他公开宣称“花40万买燃油车的用户很悲惨”，直接得罪传统燃油车消费者。更令人咋舌的是，这位老哥直接在发布会上贬低友商产品，称“理想L9像老款GL8”“智己L7全面胜过蔚来ET7”，这种“踩一捧一”的激进言论，让人心理不适。2024年全新LS6上市发布会上，刘涛上演的“漂移秀”惨遭群嘲....刘涛的种种骚操作不仅未能提升品牌形象，反而引发用户反感。

In addition, Zhiji Auto has over-focused on the personal IP of executives on social media, such as CMO Li Weimeng, who forced stores to forward its video account, but ignored the real needs of users. In contrast, Xiaomi Auto has shaken the market pattern with only one model with its accurate "technology inclusive" narrative. Zhiji's marketing is obviously lost between "self-esteem" and "user resonance".

Quality: From "technical flagship" to "complaining regular"

Zhiji Auto once boasted of being an intelligent pioneer with technical labels such as the Skink digital chassis and the full range of lidars, but the frequent product quality problems made users gradually lose confidence. On a third-party complaint platform, problems such as the loss of power and the lag of blind image of Zhiji L7 have been repeatedly mentioned. One owner said that the vehicle had a sudden power interruption during high-speed driving, and the three after-sales repairs were still not resolved; Another owner complained that the vehicle blind image was stuck like PPT playback, which had serious safety risks.

Even more fatal was last year's LS7 airbag incident, a car owner in Linyi, Shandong Province found in a collision accident that the main and auxiliary airbags and side air curtains did not pop out, resulting in a head injury. Although the vehicle inspection experts determined that the impact conditions met the trigger criteria, the manufacturer prevaricated on the grounds of "abnormal sensor signal", and was even exposed to threaten the owner to delete the post. Such incidents not only expose quality control loopholes, but also reflect the indifference of Zhiji Auto's after-sales service!

Value: From "high-end positioning" to "price diving"

个人看来，智己汽车的价值体系堪称一场自我颠覆大秀。2023年，L7上市后经销商降价7万倾销，23款LS7直降10万清仓，全新LS6刚上市终端便降价。这种“以价换量”的短视策略，直接导致品牌价值崩塌。一位2021年购入L7的天使轮车主痛心表示：“40万买的车，二手残值只剩20万，比燃油车贬值更快。” 官方这一做法严重影响了智己的二手车行情，买车一年不到，二手车5折已成为常态。

At the same time, the "backstabbing" effect caused by frequent price cuts has also completely broken down user trust. In 2021, the first batch of angel wheel owners who pre-ordered issued an open letter to Zhiji Automobile due to issues such as quality, price reduction and differential treatment. What's even more ironic is that Zhiji officially rejected the owner's appeal on the grounds of the "state-owned enterprise system", highlighting a dime a dime, which further intensified the conflict.

When brands are unable to provide users with stable value expectations, market feedback can only be "voting with their feet".

Uncle Che concluded

总的来说，智己汽车的困境，是战略短视、管理混乱与用户脱节的综合结果。尽管该品牌在2024年底完成了94亿元B轮融资，但销量持续低迷使其难以摆脱“输血依赖”。面对上汽集团新宠尚界的潜在威胁，智己若不能快速修复品牌信任、夯实产品品质，恐将步飞凡汽车后尘，成为被放弃的试验品。2025年，智己需要一场彻底的自我革命，从高管自嗨转向以用户为中心，从技术秀场回归体验本质。正如一位老车主所言：“品牌若只顾‘画饼’，终将无人买单。

*Disclaimer: The above content and views only represent the author, and have nothing to do with the online car market, if there is an error in the source or infringement of your legitimate rights and interests, you can contact us by email, email address: marong@cheshi.com