With the first-mover advantage, the new car-making forces have earned enough eyeballs and popularity in new energy vehicles. However, despite the popularity of new car-making forces, there are only a few names that everyone can often remember, including the "four dragons" of car manufacturing, namely NIO, Li Auto, Xiaopeng Motors and WM Motor.
As for Nezha Automobile and Leapmotor, in the past few years, they were only "transparent people". Later, due to the sharp increase in sales, it was noticed by the outside world. Taking Nezha Automobile as an example, in 2022, with an annual delivery of 152073 vehicles, it will win the champion of new car-making forces in 2022. This also makes many people optimistic about the development of Nezha Automobile and regards it as a dark horse.
However, in 2023, Nezha Automobile has not been able to continue its growth momentum and has shown a downward trend. It is reported that in 2023, Nezha Automobile will deliver 127496 new cars throughout the year, a year-on-year decrease of 1616%。Not only did it fail to achieve the sales target of "250,000 to 300,000" as expected, but the annual ranking of the new forces also fell from the first place to the fifth place.
Why is it that in 2023, Nezha Automobile will not work? This is mainly due to the larger environment. Last year can be said to be the most competitive year in the new energy vehicle industry, and it is difficult for car companies without strength to resist the impact of the first war.
For the decline in sales, Nezha Automobile also reflected on it and summarized 5 reasons. First, there is no good connection between the old and new products; second, the price of new products is too high; Third, the production of loss-making product lines has been greatly reduced; Fourth, the mode of communication is old; Fifth, the marketing headquarters is centralized and the management is weak.
To this end, Nezha Automobile sharpened its knives and Huo Huo to the marketing department to make a major personnel adjustment. Among them, Jiang Feng was removed from the post of executive vice president of the marketing company and Li Changhe was removed from the post of executive vice president of the marketing company.
However, this reflection and personnel changes will help Nezha Automobile return to the first place, and it will take time to verify.