Gaohe has had highlight moments, and the appearance design is also outstanding. Why are you here today? Let me sum it up:
1. The product cannot support the price and lacks core technology
High-end brands, either have a time background, such as Porsche, Bentley. Either there are disruptive technologies, like looking up and so on.
But the high-end heritage and technology can't support the word high-end.
Count the products of Gaohe:
The three-electric technology is not leading, there is no self-developed battery cell, no self-developed motor, no global 800V, and no self-built high-power charging pile.
The intelligent cockpit is not leading, and there is no language model technology on the car. It can't be compared with Jiyue 01, Huawei series, Xiaopeng, and ideal L series.
Intelligent driving is even more behind Xiaopeng Huawei, Xiaopeng and Huawei are both in PK urban intelligent driving, Gaohe is obviously not in this echelon.
At present, the volume of the most powerful 20-300,000 new energy market, Wenjie M7, Xpeng G9, Star Era ES. These products do better than the Gaohe series in terms of intelligent driving, intelligent cockpit and battery, but the price is cheaper.
In terms of brand, Gaohe does not have the brand power of Porsche, let alone provide emotional value like Porsche. However, the two products of Gaohe overlap with Porsche's products**.
Is there any advantage to the product? It also has advantages, I have to say, Gaohe's products are very cool, especially the Hiphi X's wing door is very dazzling, and the programmable headlights are also very selling, but this is not the soul of a product, and it can't convince consumers.
2. Unilaterally bet on pure electric vehicles and ignore extended-range models
It is very difficult to make pure electricity, and the number of people who can make achievements can be counted on one hand, such as Tesla, Aion, Zeekr, etc., and they do well because of the technical and financial support of large manufacturers. Of course, Tesla is an exception and has no reference value.
On the contrary, if you don't have a background, don't do pure electric all in, because it is easy to be beaten by the extended range and eliminated by the market, such as Weimar and Sailin.
All of Gaohe's three products are pure electric, and none of them have a range-extended model. As I said before, in the new energy circle, there are countless examples of sales skyrocketing by getting rich by extending range. Asking the world, ideals, zero running, and deep blue are all the same.
If Ideal and Wenjie only sell pure electric energy, will they have today's results? Definitely not. It can be highly integrated and all in pure electric to ignore the range extension.
The price of the three products of Gaohe is 3390,000-800,000 range, and the product does not have a global 800V architecture. Let's ask, if the product is sold so expensive, the problem of energy supplement is not as good as the cheaper Tesla, Xpeng, and Weilai, how does Gaohe go to the public?
3. The product is niche
The niche products of Gaohe lead to a narrow market segment, and the number of users cannot support the basic operation of the enterprise. It is difficult to feed such a large number of car companies with a small number of sales, which leads to the lack of basic hematopoietic ability. The brand is not able to provide emotional value like Porsche, resulting in sales that are not as expected.
Take Hiphi Z as an example, the price is in the range of 510,000-630,000, and the appearance is mecha-style. This design is neither for business nor for families, in short, it was destined for a niche route.
Let's talk about Hiphi X, the price is 570,000-800,000, which is destined to be a niche product. In addition, this product does not have lidar, which is very unreasonable.
Finally, there is Hiphi Y, which costs 3390,000-4590,000 yuan, although it is the cheapest product of Gaohe, the price is still much higher than that of NIO ES6, Xpeng G9, and Zhiji LS7.
However, NIO ES6 has battery swapping, Xpeng G9 has intelligent driving, Zhiji LS7 has Williams' chassis tuning, and what does HiPhi X have?
4. Failure to respond to the ** war in a timely manner
In 2023, from the moment Tesla launched the ** war, almost all brands will be involved.
In the new forces, the ideal price reduction is 360,000, NIO reduced the price by 30,000, and the new launch of the M7 was 40,000 lower than the old model.
Among the joint venture cars, the price of Toyota BZ4 was reduced by 60,000 yuan, the price of Nissan Arrow was also reduced by 60,000 yuan, and the Volkswagen ID3 came to the early 100,000s.
In the face of such a fierce ** war, Gaohe's price reduction efforts are not even as good as Toyota and Nissan, nor as good as NIO and Ideal in the new forces.
5. There are too few channels compared with the first-echelon new forces
Although the official data of Gaohe channels cannot be found, as of 2024, the number of Gaohe directly operated stores nationwide is about 100, which is completely incomparable with Weilai, Xiaopeng, and Ideal.
At present, the ideal channel is conservatively estimated at more than 500, which is one of the core reasons for its strong delivery.
Of course, the lack of high-tech channels is caused by sluggish sales, and the two are mutually causal.
All in all, Gaohe is still a more personalized product, and I hope it can get out of the predicament and add more choices for consumers.