In the fiercely competitive red ocean of the new energy vehicle market, Zhijie S7 resembles a stubborn craftsman who repeatedly sharpens his sword but never manages to make it gleam brightly. With three launches in a year, Zhijie S7 has been dubbed as 'one sword sharpened three times.' However, despite its seemingly relentless efforts, its market performance remains unsatisfactory.

Zhijie S7 made its debut amidst the turmoil in the new energy vehicle market. However, due to a series of supply chain issues such as factory relocations and chip shortages, Zhijie S7's delivery capacity was severely constrained. From November 2023 to February 2024, sales barely reached a thousand units, and even after large-scale deliveries at the end of March 2024, sales rebounded but still fell short of expectations. This inauspicious start undoubtedly laid the groundwork for future challenges for Zhijie S7. This sword was blunt before it was even drawn.

Facing severe market challenges, Zhijie S7 chose a strategy of price reductions and enhanced configurations for its second launch. Prices for mid-range models were lowered, and the battery capacity and pure electric range of entry-level models were significantly improved. However, this measure failed to reverse Zhijie S7's declining trend. Sales dropped from 5,021 units in May to 425 units in August. The strong performance of competitors and Zhijie S7's own deficiencies in configuration and pricing contributed to this outcome.

The popularity of Xiaomi SU7 undoubtedly put tremendous pressure on Zhijie S7. Its lower price, superior design, and buzz made Zhijie S7 pale in comparison in terms of cost-effectiveness. Meanwhile, the major overhaul of Zeekr 001 also demonstrated stronger competitiveness, with more sincerity in both pricing and technology. In contrast, Zhijie S7's strategy of price reductions and enhanced configurations lacked novelty and sincerity. This time, Zhijie S7's sword, though drawn, failed to cut through the competition.

Now, Zhijie S7 is about to launch for the third time. Although the official starting price of 248,000 yuan has been announced, it is expected that there will be further adjustments when it officially hits the market. However, based on current information, Zhijie S7's smart driving configurations still fail to meet consumer expectations. The lower-end Pro version only comes with the basic ADS version, while Huawei's ADS 3.0 requires purchasing the higher-priced MAX version. This strategy undoubtedly raises more questions about Zhijie S7's sincerity among consumers. This time, Zhijie S7's sword, despite repeated sharpening, still appears dull and weak.

In the white-hot price war, Zhijie S7 seems to still adhere to a high-price strategy. Meanwhile, traditional luxury brands like BBA are also continuously lowering their prices to cope with the impact of the new energy vehicle market. Under these circumstances, it remains uncertain whether Zhijie S7 can break the sales curse and win over consumers with its third launch.

With three launches and three sharpenings, Zhijie S7 has never been able to become that sharp sword. In the fierce market competition, it resembles a lost traveler who doesn't know how to find their own path. Perhaps, Zhijie S7 needs to reflect not only on its pricing, configurations, and smart driving systems but also on its market positioning and marketing strategies. After all, in this ever-changing era, only by continuously innovating and breaking through oneself can one remain invincible in the fierce market competition. And Zhijie S7 clearly has a long way to go.