Recently, the news about Nezha Auto's "postponement of distribution" has been stirred, and the thing is that Nezha CEO Daniel Zhang originally promised to pay the year-end bonus in the first week of work after the holiday, but now he is told that he is still going through the process and will not be able to get it until March. This made many employees feel a little disappointed and dissatisfied.
According to a person familiar with the matter: "Because of the poor performance in 2023, the entire company is under relatively great pressure, and shareholders are not very satisfied with the company's operation." ”
However, Nezha Automobile responded that the year-end bonus will be issued normally, and the relevant process is currently being followed. Now that the officials have come out to refute the rumors, let's get over this matter for the time being.
But to tell the truth, Nezha Automobile's performance in 2023 is indeed not ideal, with 127,000 units delivered throughout the year, which is only 42% complete from the target of 300,000 units at the beginning of the year, and is the brand with the lowest sales achievement rate among new forces.
What's the problem?
You must know that Nezha will be infinitely beautiful in 2022, relying on Nezha V and Nezha U, two cost-effective models below 150,000, becoming the first new power car company with sales of more than 150,000.
Indeed, the cost performance has made many people favor it, but it has also become its weakness. In 2023, the highly involuted A-class car market will collapse Nezha Automobile, especially in front of BYD, Geely and other large manufacturers, Nezha will not be able to occupy the minds of users from product capabilities to brand awareness, which is largely due to the fact that Nezha Automobile does not have its own core technology as a moat.
For example, BYD insists on self-research of the whole industry chain, Geely's platform strategy is comparable to the public, even if it is also a new force "Wei Xiaoli", each has its own technical label, ideal is good at range extender technology, Weilai's battery swap and self-developed intelligent driving chip, Xiaopeng is unique in the industry intelligent driving and intelligent cockpit. And what about Nezha? It seems that it has been looking for its own technical positioning, but there is no clear answer so far.
Fortunately, Nezha Automobile did not let it go.
It is reported that Nezha CEO Daniel Zhang has personally served as the president of the marketing company, and led the team to grasp sales, and Nezha Automobile's investment in research and development is also not small, has exceeded 12 billion yuan, of which the investment in intelligent technology has exceeded 3 billion. It seems that they want to enhance the competitiveness of their products through technological innovation.
Nezha Automobile plans to release a number of new models in 2024, including the Nezha L, the first SUV on the Shanhai platform, and a new crossover model. At the same time, they also want to expand channels, covering 60 countries and regions around the world, and expand overseas sales and service outlets to 300. And also shouted the slogan of letting dealers make money, satisfying users, and reassuring shareholders.
In terms of sales, Nezha Automobile will have an obvious "resurgence" in January 2024. At the beginning of the year, 10,032 new cars were delivered, of which 2,821 were sold overseas, a sharp increase from the previous month. It seems that Nezha Automobile is gradually regaining its form. As for whether Nezha Automobile can find its place in the Chinese auto market, which has been "turned upside down", it still needs time and market testing. But in any case, we hope they will stick to it, so wait and see! (Text: PJ Figure: ** on the Internet).