# "Dark horse" Zero run, counter attack Wei Xiaoli? By [Zachary](https://paragraph.com/@zachary-7) · 2022-04-30 --- Welcome to the wechat subscription number of “Sina Technology”: techsina (edited by Chen Qingzhi) The unknown Zero run car surprised everyone accidentally. In the latest sales ranking of new forces of car making in March, zero running cars continued to counter attack. According to the data, Xiaopeng continues to lead with 15000 vehicles, with Nezha and ideal delivery volume of more than 10000, followed by zero running vehicles that have surpassed Weilai. According to the data released by Zero run automobile, its delivery volume in March increased by 193% month on month, reaching 10059 units, with a year-on-year growth rate of more than 200%, and the cumulative delivery volume in the first quarter soared by 410% year-on-year. Not long ago, on March 17, Zero run automobile also submitted a listing application to the Hong Kong stock exchange. CICC, Citigroup, JPMorgan Chase and CCB international served as the co sponsors of the IPO. If successful, Zero run will become the fourth new car making company to land in Hong Kong stocks after “Wei Xiaoli”. Six months ago, the Zero run car, which was a little strange to people, suddenly made headlines frequently, and even had a sense of both men’s and men’s counter attack. However, whether from the perspective of product power, brand power or the background of the founder, there is still a big gap between zero running car and the real counter attack. “Forced” transformation If you carefully understand the Zero run car, many people will find that the biggest label of this car enterprise is not technology, feelings or sales, but “forced”. From admission to products, Zero run cars have a helpless taste everywhere. Before cross-border car building, Zhu Jiangming, the founder of Zero run automobile, was one of the main founders of Dahua shares and once served as the vice chairman of Dahua shares. It was not until December 2021 that Zhu Jiangming applied for resignation as a director of the seventh board of directors and a member of the strategy committee under the board of directors of Dahua shares for personal reasons, and no longer held any position in the company. In the field of security, Dahua shares is the absolute leader, ranking second in the world. But even so, its net profit in 2017 was only 2.4 billion yuan, and the contradiction arose. “Dahua shares has a dream of a market value of 100 billion, and now the global market of the security industry is more than 100 billion. It is impossible for one company to own it, and the cake of the automotive industry is large enough.” Confined to the ceiling of the industry, Zhu Jiangming was forced to shift his eyes. This time, he focused on electric vehicles. But Zhu Jiangming’s turn from it to car making in the security industry was a little sudden. “When I first wanted to be a car in 2015, I really didn’t know what majors there were in cars. I went to recruit people and who I wanted to recruit. It was all black.” Zhu Jiangming once told the media. At an exhibition, Zero run introduced itself. The company has more than 400 employees, 80% of whom are R & D personnel, but the core team has no experience in the automotive industry. The more ignorant thing is still ahead. Zero run in 2019 publicly said that it invested more than 1 billion in the construction of Jinhua factory. However, the problem of vehicle manufacturing qualification was not solved until December 2020, when the company acquired 100% equity of Fujian Xinfuda Automobile Industry Co., Ltd. at a price of 510 million yuan. In other words, after investing more than one billion yuan to build the factory, Zero run automobile suddenly found that it had no qualification to build a car… Zhu Jiangming recalled this “embarrassment” in an interview with the media. He didn’t know that the automobile production and sales needed access qualification, and thought that it could be sold after it passed the test in the automobile center. Therefore, in the previous vehicle production process, Jinhua factory produced the body in white and three electric parts, and finally handed them to Changjiang automobile for the final assembly process. The ignorant are fearless, so the layman Zhu Jiangming stumbled to start building a car. In terms of time, Zhu Jiangming’s admission time is almost the same as Wei Xiaoli, but the background and popularity of car making are far from enough. Therefore, Zhu Jiangming was “forced” to choose a track that none of the above three companies liked - cost-effective entry-level super run. Zero run named this car S01. Zero run S01 was launched in January 2019. In order to quickly open the situation, Zhu Jiangming has made many cool functions for this car, such as the world’s first “finger vein recognition”, frameless door, zero to 100 km acceleration of 6.9 seconds, range of 360 km, entry-level sedan… Add one piece of these configurations, and the price after subsidy is only 130000-150000 yuan. Full of gimmicks and sincerity, Zhu Jiangming certainly has reason to be confident. At the beginning of S01 delivery, Zhu Jiangming said, “we are very confident in the sales volume of this car. The goal is to deliver 10000 vehicles in 2019 and 200000 vehicles in 2022”. However, S01, which is not outstanding in technology, quality, brand and marketing, still shattered Zhu Jiangming’s dream. The data show that as of May 2020, S01 has sold about 1000 vehicles, far from the target of 10000 vehicles in 2019 set by Zero run. According to the prospectus, in 2021, S01 delivered only 634 vehicles in the whole year. People familiar with zero running cars have said that in the most difficult times, the senior management hesitated whether to give up building cars. Perhaps the popular Wuling Hongguang Mini once again inspired Zhu Jiangming. Intelligent driving with A00 cars may have a better future. Therefore, the Zero run returned from S01 failure was forced to choose a more sinking track again. This time, Zhu Jiangming decided to gamble again. According to the data, Zero run T03 is an A00 pure electric vehicle with lithium iron phosphate battery. Among them, the lowest selling price of Comfort Edition starts from 69800 yuan after subsidy, and NEDC has a pure electric range of 403km. At the same time, it is equipped with L2 intelligent driving assistance function rarely carried by competitors at the same level. Fortunately, Zhu Jiangming is right. T03 has been on the market since 2021. What’s true about self production and self research? Learning to build cars, Zhu Jiangming, a man of science and technology, has also learned to speak out about marketing. At the beginning of 2020, Zero run automobile overcame the difficulties with an investment of 2 billion yuan in Hefei. Zhu Jiangming, the founder, once said: “Zero run will enter the top 3 new power of automobile manufacturing in 2023 and account for 10% of the domestic new energy vehicle market in 2025”. After the listing of T03, Zhu Jiangming’s self-confidence was enhanced. At the Zero run 2.0 Strategy Conference in July 2021, Zhu Jiangming put down his bold words: “surpassing Tesla in three years, entering the top 3 of the new power of car making in 2023 and 800000 vehicles in 2025” --- *Originally published on [Zachary](https://paragraph.com/@zachary-7/dark-horse-zero-run-counter-attack-wei-xiaoli)*