With the continuous change and progress of the global automobile market, the sales of new energy vehicles continue to hit new highs, and many new energy brands are also doing well, but the sales of some automobile brands are not satisfactory, forming a sharp contrast, such as Hechuang Automobile. Many people don't know much about the brand of Hechuang Automobile, the reason is very simple, the sales are too poor, and there is really no sense of existence. What is the reason for the dismal sales of Hechuang Automobile, and what changes has Hechuang Automobile made?Let's take a look.
It is understood that Hechuang Automobile is a new energy brand jointly invested by Zhujiang Investment Management Group, Guangzhou Automobile Group and NIO. The brand was first founded in 2018 and has been around for five years.
There are also many products of Hechuang Automobile, including Hechuang V09, Hechuang A06, Hechuang Z03, Hechuang Z03, Hechuang 007, etc.
In 2022, the cumulative annual sales of Hechuang Automobile will be 18,240 units, and the sales volume will be very dismal, and the dismal sales will spread until 2023.
Judging from the sales volume in November 2023, the cumulative total sales volume is 520 units, and from January to November 2023, the cumulative sales volume of Hechuang Automobile is only 15,048 units. According to this trend, Hechuang Automobile may be eliminated at any time.
First of all, Hechuang Automobile is positioned as a new energy high-end brand with a forward-looking travel ecological layout, and its idea is also very good, backed by the two big trees of GAC and Weilai, with GAC providing production lines and Weilai providing software support, each of which shines in the field it is good at, but the reality is that the positioning of Hechuang Automobile is not clear.
GAC and NIO both have their own ideas, one wants to hit the mid-to-high-end market, the other wants to enter the mass market, the positioning is different, the face and heart are not in harmony, and they do not use their housekeeping skills to GAC NIO. The Zhu family's Pearl River Investment Company is mainly engaged in real estate, and the new force of cross-border real estate car manufacturing is like a mountain, although it has also invested a lot of funds, but compared with the financing of tens of billions of yuan at every turn of the new car making force, this capital has not made great progress in Hechuang Automobile.
With the increasing maturity of the domestic new energy market, the competition is becoming more and more fierce. In the case of the recently listed Hechuang V09, the new car has a more important significance for Hechuang Automobile, and it wants to use the new energy MPV outlet to boost sales, but in the face of strong models such as Denza D9 and Zeekrypton 009, it was okay to look at the product power of Hechuang V09 alone, but compared with competitors, its products are not attractive, and there are no advantages in brand awareness, cost performance, and later maintenance, which makes consumers more inclined to other brands when buying cars.
The most important thing is that on the major automobile platforms, the reputation of Hechuang Auto's models is relatively average. The disadvantages of the vehicle are concentrated in high power consumption, high noise, poor comfort, small space, large odor in the car, and poor battery life.
In November 2023, Zhang Yuesai, the former general manager of GAC Passenger Vehicle, was appointed to serve as the president of Hechuang Automobile.
Zhang Yuesai's ability is undoubted, and he has rich experience in the automotive industry. During his tenure as the general manager of GAC Passenger Vehicle, he not only led GAC Trumpchi to achieve two consecutive sales growth, but also achieved great results in the strategic transformation of 'electrification + intelligence'.
Now, Zhang Yuesai's personnel changes in emergency airborne Hechuang Automobile have further verified GAC's intention to "revitalize" Hechuang sales. However, what is most lacking in today's Hechuang Automobile is not a leader, but a rapid increase in sales. But for now, it's hard to make a difference in the short term. After all, the biggest factor in the poor sales of Hechuang is not the problem of the group's leadership, but the problem of product strength. If Hechuang Automobile does not improve its product strength and brand awareness, it is believed that this brand will soon be eliminated from the market.