The ＂rich second generation＂ who backed by the two giants after the departure of many senior executives of Extreme Yue Automobile could not win.

The car circle in 2024 can be described as an eventful autumn, and many new energy brands have begun to reshuffle the senior management.

On April 12th, the marketing and sales end of Jiyue Automobile was adjusted. Many directors, such as Yang Zhen, the head of UD- user development department of Jiyue Automobile, resigned. The department was taken over by Xia Yiping, CEO of Jiyue Automobile, and the head of UO- user operation department of sales end was held by Andy.Gao.

Many people are not familiar with the brand of Extreme Yue Automobile, but they must have heard about it recently. Not long ago, a netizen who claimed to be an employee of Extreme Yue broke the news that he was dismissed by the company because he bought Xiaomi car. At one time, Extreme Yue car was directly scolded by hot search, which also made many people know the brand of Extreme Yue.

The establishment of Jiyue Automobile is not long. It was formally established on August 9, 2023. Its predecessor was Jidu Automobile. From this name, you can see the identity of the "rich second generation" of the one-and-two-pole automobile, and the automobile brand jointly established by Jiyue Automobile Baidu and Geely Automobile.

According to industrial and commercial information, Jiyue Automobile is currently 65% owned by Zhejiang Geely Investment Holding Co., Ltd. and Shanghai Mihang Automobile Co., Ltd. holds 35%. Zhejiang Geely Investment Holding Co., Ltd. is 100% owned by Zhejiang Geely Holding Group Co., Ltd., and Shanghai Mihang Automobile Co., Ltd. (Jidu Automobile Co., Ltd.) is 100% owned by Beijing Baidu Netcom Technology Co., Ltd.

This ultra-Yue car, which is only half a year old, may have been born at the time of the fiercest automobile competition in China. The imperfect product matrix, insufficient brand influence and other reasons have led to the low sales of ultra-Yue cars. According to statistics, from December 2023 to March 2024, the sales of ultra-Yue cars were 774, 218, 147 and 511 respectively, with a total of 1,650 vehicles in four months, which was not as good as that of some new brands.

Yang Zhen, who left the company this time, is a professional with nearly 20 years’ experience in the sales industry. He once worked in well-known companies such as Pepsi and Procter & Gamble as brand manager and marketing director. In 2022, Yang Zhen joined Jidu Company and left recently.

Li Yanhong, founder, chairman and CEO of Baidu, attaches great importance to Jidu Automobile. He once waved the flag for Jidu Automobile in various public occasions: "The purpose of Jidu Automobile is to promote Baidu’s automatic driving technology and intelligent cockpit technology to the market for many years." On April 15th, Li Yanhong entered the Extreme Yue Live Studio and announced the latest preferential policies of Extreme Yue Automobile with Xia Yiping, CEO of Extreme Yue: from April 15th to May 31st, when you purchase Extreme Yue 01 and complete the delivery, you can enjoy ROBO Drive Max advanced intelligent assisted driving for life.

On October 27th, 2023, the first model of Extreme Yue Automobile, Extreme Yue 01, went on the market. When it first went on the market, the price of Extreme Yue 01 was 24.99-33.99 million yuan. Only one month later, the price of Extreme Yue 01 was reduced by the official announcement. The price of all models of Extreme Yue 01 (Extreme Yue 01 Max and Extreme Yue 01 Max Performance) dropped by 30,000 yuan, and the optional package of long battery life ternary lithium battery (100kWh) was lowered by 10,000 yuan simultaneously.

The price drop didn’t bring much improvement to the sales of Extreme Yue 01. At the beginning of this year, personnel changes began inside Extreme Yue Automobile, aiming at completing the qualitative change from 0 to 1. Extreme Yue Auto will also launch the second model, Extreme Yue 07, this year, hoping to change the current dilemma by improving the product matrix.

summary

The new energy track has already begun the cruel survival of the fittest, and the release of Xiaomi su7 has further reduced the living space of new brands. Even with Geely and Baidu as its backers, the living environment of Extreme Yue Automobile is still not optimistic. If it wants to stand out from many brands, Extreme Yue Automobile not only needs to wait for opportunities, but also needs to constantly innovate and speed up research and development in order to have the strength of World War I..