Today in 2024, although domestic new energy brands have been recognized by the market and users such as BYD, Ideal, Xiaopeng, Weilai, and Zhiji, in fact, the "thunder" of car companies may also occur at any time. The rumors of the "bankruptcy" of Gaohe Automobile have continued for a while, and from the negative news such as the suspension of work and production for half a year and the rupture of the capital chain, it seems that it has been shown that the bankruptcy of Gaohe is a certainty.
And in addition to the brands that have appeared such as Gaohe and Weimar, I personally believe that when choosing the following new energy brands, we also need to consider more.
[Skyworth Automobile].
Friends who have followed Skyworth Automobile***, dare to ask, how long have you not seen this brand announce the monthly delivery volume?
The contemptible person deliberately took a look at it, and the latest delivery data of Skyworth Automobile showed that it was still in November last year. The brand delivered 3,936 units in November 2023, including the previous months, Skyworth Auto only maintained a monthly delivery of 3,000+ units.
To be honest, today in 2024, if it is a problem for this new energy brand to deliver more than 10,000 in a single month, it will be really dangerous. Especially like Skyworth Automobile, it is a problem for the monthly delivery volume to exceed 5,000 units, but if the follow-up volume is difficult and the capital chain is broken, the probability of "thunder" will inevitably increase sharply.
And judging from the models currently on sale of Skyworth Automobile, except for Skyworth HT-i, other models have no sense of existence at all. Including the most**Skyworth HT-i, which sells more than 200,000 **, but none of them occupy the market advantage in terms of battery life, performance, space, intelligence and even design. As for the car-making technology and store sales and service outlets, Skyworth Automobile has no right to speak.
[Nezha Automobile].
Nezha Automobile achieved a cumulative delivery of more than 120,000 last year, and on average, it achieved more than 10,000 deliveries every month. But what is in doubt is that how much credit should be given to Nezha V and Nezha Aya behind the delivery volume of Nezha Automobile? After all, in many cities, both cars play the role of online car-hailing.
Going back to Nezha Automobile's product layout at this stage, at the moment, the ones that can help Nezha increase its delivery volume the most are the 2024 Nezha S and the upcoming Nezha L. However, starting from 2024, in addition to technical suppression, the head-level car companies are now fighting a first-class war, and Nezha Automobile, as a second-tier new energy brand, may also be more passive.
The reason is very simple, BYD Han, which has a stable brand and a good market reputation, will sell you more than 150,000 yuan after the ** listing, will you choose Nezha S or Han?
Again, in recent days, Nezha Automobile has also spread negative information. It is reported that some Nezha Automobile employees complained on the Internet, saying that the year-end bonus was not paid on time and the bonus coefficient ratio was not informed. It is not difficult to see from the response of Nezha executives that the board of directors is not satisfied with Nezha Automobile's performance in the past year, and we do not rule out that this is the reason for the delay in the issuance of Nezha Automobile's employee year-end bonuses.
[Leapmotor].
Leapmotor delivered a total of 144155 units in 2023, and has delivered more than 300,000 units since its establishment. In terms of sales performance, Leapmotor is actually not lagging behind, but at the end of 2023, Leapmotor has ushered in its 8th anniversary, and compared with Wei Xiaoli, which was established at the same time, Leapmotor's market performance still lags behind a lot.
In addition, the monthly delivery volume of Leapmotor can exceed 10,000 yuan, which is largely inseparable from the cost-effective route chosen by this brand. But I still say the same sentence, when the top new energy brand starts the first war, how to take the lead without the best advantage? After all, in terms of three-electric technology, intelligent cockpit, and intelligent driving assistance, we have always adhered to the self-developed zero run in the whole field, although the starting point is good, but the phased results brought over the years, or the user's experience reputation after getting started, are actually almost meaningless.
The most important thing is that the high-end intelligent driving assistance system given by the Leapmotor C10 intelligent driving version model also relies on lidar + NVIDIA intelligent driving chip. In addition, the laying of Leapmotor's offline stores and the spread of brand influence have also not kept up with the pace of leading brands, and many consumers living in small cities do not even know that there is a brand.
[VOYAH Automobile].
I didn't expect that today in 2024, VOYAH Auto will appear in the same frame as these new power brands upstairs. You must know that VOYAH is a high-end brand under Dongfeng Motor Group, and all kinds of technologies, resources, and cash flow are arranged for VOYAH to be in place.
But as the saying goes, "I'm not afraid of the second generation of losers, I'm afraid that the second generation wants to prove myself", like VOYAH in the past 3 years, the monthly delivery volume has exceeded 10,000 times, and we can count it on one hand.
In addition, although VOYAH has been established for more than 3 years, in terms of marketing ideas, its conservative characteristics cannot be compared with the "exaggerated marketing" of the new forces, which also leads to the fact that the VOYAH brand has not opened its recognition for a long time. If you don't believe me, you can interview a random passerby, and at least 7 out of 10 people don't know about the brand.
In addition, the chassis of the VOYAH series models is actually not bad, but unfortunately, "Chinese-style consumers" do not pay much attention to the chassis performance when buying a car, but the appearance, the endurance performance of intelligent and new energy models, charging efficiency, etc., have attracted more attention.
In terms of intelligent driving, VOYAH chose to cooperate with Apollo before, which is indeed not very wise; In terms of intelligent cockpit and space optimization, the VOYAH series models do not have the right to speak compared with the new forces at the top level.
Write at the end:
Relatively speaking, the new energy car companies we talked about today have some problems or deficiencies in terms of market recognition, their own product camp layout, technology accumulation or delivery volume. In short, in the matter of starting new energy models, we must not only look at the brand's technology accumulation, financial status, and market sales, but also pay attention to whether the model is competitive and market recognition, so as to avoid buying a brand with higher "thunder" to the greatest extent.