On April 8th, Zhiji Motors hosted a highly anticipated launch event for their latest model, the Zhiji L6. However, an oversight during the product comparison segment led to the erroneous labeling of parameters associated with Xiaomi's SU7, resulting in a significant controversy.

During the presentation, Zhiji Motors erroneously stated, "The Xiaomi SU7 Max utilizes a front IGBT and rear silicon carbide electric drive, while our Zhiji L6 features a front and rear dual silicon carbide electric drive." This error was quickly identified by vigilant netizens who engaged with Zhiji CEO Liu Tao and Xiaomi Motors' representatives via Weibo.

In response, Xiaomi's official spokesperson issued a series of three consecutive Weibo posts, urging Zhiji Motors to issue a formal apology on behalf of the company. Xiaomi's statements emphasized the severity of the misinformation, questioning Zhiji's credibility and professionalism while underscoring the reputational impact on the Xiaomi brand. Xiaomi clarified that their SU7 series exclusively employs silicon carbide technology throughout, including the onboard charger and thermal management system compressor. In the early hours of April 9th, Zhiji Motors, led by CEO Liu Tao, publicly apologized on Weibo for the oversight in accurately representing the Xiaomi SU7's specifications during the launch event. Later that day, Zhiji Motors reiterated their apology, affirming their lack of intention to disparage Xiaomi and acknowledging their inability to challenge Xiaomi's extensive reach and influence.

This incident underscores the intensifying competition within the new energy vehicle sector. While some interpretations suggest Zhiji's actions were strategically motivated to capitalize on Xiaomi's popularity, others view it as indicative of the fierce rivalry prevalent in the industry. Both companies garnered substantial attention and engagement from the controversy, indicative of the competitive landscape they navigate.

As the automotive industry progresses into 2024, the imperative for companies of all sizes to adhere to industry standards and uphold integrity remains paramount. Zhiji Motors, despite its technological advancements, faces the challenge of balancing innovation with effective brand management and market positioning amidst formidable competitors like Xiaomi.

Thank you for Listening. Stay tuned for more developments in the automotive sector.