Why did Xia Yiping, CEO of Jiyue Automobile, criticize Jia Yueting even though he is not a competitor?

On June 27, Xia Yiping, CEO of Jiyue Automobile, suddenly pointed out in an interview that Jia Yueting has created many incredible product terms, but there is no particularly big innovation. He is a master of word creation rather than a master of car manufacturing. He also predicted that Jia Yueting's FF91 will be thrown into the trash can of the times because it does not have an intelligent driving system.

Jia Yueting was named by Xia Yiping this time because he stated at the 2024 China Automobile Blue Book Forum some time ago that China's automobile industry will achieve a major transformation from internal competition to international expansion in the next decade.

To be fair, although Boss Jia has made all kinds of weird remarks, there is nothing wrong with what he said. Basically, he is telling the truth. Not only does he think so, but many people in the industry also think so. He did not attack other manufacturers, nor did he brag about himself.

But why would such a statement offend Xia Yiping? There was almost no competitive relationship between the two companies. Maybe it was just because Boss Jia had a lot of traffic, and anyone who was related to him would attract a wave of traffic.

Xia Yiping criticized Jia Yueting by name, and many people knew him from then on; knowing him, they also knew about Jiyue Automobile, and those who knew about Jiyue Automobile might become its real car owners.

Today's new energy vehicle circle is becoming more and more like the entertainment industry.

The head of a car company may say something casually, and other heads of the company will follow suit and discuss it.

When others talk about their development strategies, you question them; when others express their views on the industry, you question them; when others’ cars get into traffic accidents, you question them. It’s just like when traffic stars in the entertainment industry buy fans and traffic to attack each other.

Although this conversion rate is very low, it is better to have it than not. Jiyue Automobile can't sell many cars a year, so every extra car sold is a good deal. Just posting a video can bring in a lot of traffic. There is something to Xia Yiping's operation.

The most important thing is that Jia is a bankrupt person in all aspects. The only thing that is still movable in his body is his mouth and the traffic that comes with him. It is correct to scold Jia Yueting in every way, and the cost of obtaining such traffic is the lowest.

In fact, it is not just Jia Yueting. During the live broadcast activities in the past two days, Xia Yiping also took advantage of Xiaomi, claiming that Jiyue is faster than Xiaomi in making cars. Lei Jun is a traffic generator in the industry, with a bigger brand than Jia Yueting. If Jia Yueting can take advantage of it, why can't Lei Jun?

In fact, Xia Yiping’s criticism of Boss Jia is not very tenable, because when it comes to coining words, Jia can only be regarded as one of the top players in the industry.

The practice of coining nouns is not new in the industry. Several big names in the automotive industry have done it, the most typical of which is Mr. Lei. Whether it is "thinner than a one-yuan coin standing upright" in the digital circle or "1.6 billion driving modes" in the automotive circle, they have all made people stunned.

If Lei were to describe a military coat, he might say it is a "knee-length plain green double-breasted copper-buttoned windbreaker"; if he were to describe a common haircut, he might say it is "human tissue resection without side effects." In short, when it comes to creating words, Jia is not the only one who can defeat the enemy.

Xia Yiping himself is actually quite good at coining words.

The Jiyue 01 currently on sale is described by Xia Yiping and Jiyue Auto as a car robot. This name probably means that this car has a relatively high level of intelligence, but being able to directly call it a "robot" is a word-making ability and industry ambition that even Mr. Lei would secretly sigh and feel ashamed of himself.

Without intelligent driving, there is no future. This is actually an arbitrary comment.

BYD sells 3 million vehicles a year, but before 2024, it was never known for its smart driving; does Wuling Hongguang MINI EV have smart driving? It cannot stop its hot sales; has Tesla's FSD been launched in China? It still cannot stop its hot sales.

The scale of China's new energy vehicle market is too large, and consumer demands are very diverse. Most consumers are actually only interested in advanced intelligent driving assistance. Most fuel vehicles do not have any intelligent driving functions. Does that mean people will stop driving?

More importantly, is Jiyue Automobile’s own intelligent driving very powerful?

I'm sorry, you know.

Jiyue Automobile, formerly known as Jidu Automobile, is a joint venture between Baidu and Geely. Since its establishment in 2021, the main selling point of this brand is Baidu's Apollo autonomous driving system. From 2013 to now, Baidu has accumulated 10 years of experience in the field of autonomous driving. However, the effect did not meet expectations. Whether the intelligent driving system has been recognized by users, let the sales speak. From January to May 2024, the cumulative sales of Jiyue 01 were only 2,239 units, with an average of less than 500 units per month.

Moreover, even among the manufacturers that cooperate with Baidu's Apollo autonomous driving system, the number is relatively small. Huawei, which also cooperates with OEMs as a supplier of intelligent driving systems, has already developed Hongmeng Intelligent Driving and created popular models such as the M7 and M9, while Apollo is obviously still in its infancy.

It is worth mentioning that Jiyue is the only manufacturer among the new forces in domestic car manufacturing that insists on taking the pure visual technology route. However, with an average monthly sales volume of less than 500 vehicles, it is impossible to support a technical route.

Regardless of the technical route of intelligent driving, it needs to be based on massive amounts of data before it can continuously upgrade and iterate its technology. With a small number of users, Jiyue cannot continuously update its database, and artificial intelligence is naturally out of the question.

Faced with such a report card, what Xia Yiping should really do is not to criticize others, but to consider the survival of Jiyue. Boss Jia does not have intelligent driving, while Jiyue has intelligent driving but cannot sell it. This is the difference between fifty steps and sixty steps.

The current Jiyue is in a very dangerous situation. The brand was established in January 2021, and it has been more than three years now, but there is only one model on sale and its sales are terrible; Xiaomi Auto, which only started selling this year, has entered the club of monthly sales of 10,000 vehicles.

China's new energy market has entered the knockout stage. Three years ago, monthly sales of over 10,000 were considered top-tier, but now it is just a threshold. Jiyue can't even reach the level of 1,000 monthly sales.

In addition, Jiyue's speed in launching new cars is relatively slow. If nothing unexpected happens, it may only have two models on sale this year, Jiyue 01 and Jiyue 07. Judging from the dismal performance of Jiyue 01, it doesn't have much to show for it, and the prospects for Jiyue 07 are probably not optimistic.

From the perspective of product performance, the Geely-made Jiyue 01 performs well, but the problem lies in its low popularity. Xia Yiping has been frequently live-streaming, constantly generating traffic on various occasions, and constantly interacting with other car company executives, probably to increase Jiyue's popularity and solve the problem of insufficient brand influence.

There is nothing wrong with this practice. Lack of traffic is a common anxiety among new brands. Almost all the heads of major brands are personally involved in building momentum. As the head of Jiyue, it is understandable that Xia Yiping wants to create some traffic to boost sales.

But Jiyue should realize that traffic can only play a supporting role, and sales are based on product performance. Take Mr. Jia, who was criticized by Xia Yiping. From LeTV to Faraday Future, Mr. Jia has never lacked traffic, but he has just purchased the spare parts needed to assemble the twelfth car.

Boss Jia's traffic is the most readily available, but can the quality of his traffic be compared with that of other car manufacturers? Whoever you choose to stand with is the mirror that reflects what you desire in your heart.

Why do you have to learn from Boss Jia when there are so many people to learn from?

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.