In the future, there are only a few car companies that can really survive new energy vehicles. ”
For this sentence from many celebrities and professional institutions, I believe many people have heard it repeatedly in the past few years, and this undoubtedly reflects the fierce competition in the current new energy vehicle market. No, at the beginning of the year, some car companies encountered Waterloo in sales, and it was GAC Aion.
According to the authoritative data released by the Passenger Association, after entering 2024, GAC Aion's sales in January will only be 24,947 units, handing over a year-on-year and month-on-month decline in sales, and the month-on-month decline is as high as 457%。In the following February, GAC Aion's sales performance was as low as 16,676 units, a year-on-year decrease of 446%, down 3315%, such a continuous decline in sales data, it can be said that it gave GAC Aion a head start at the beginning of the year.
However, everyone who knows the Aion brand knows that it is different from other new energy vehicle brands or new car-making camps, that is, a large part of its sales ** are from the to B-side, and more bluntly, it is an operational user group such as online car-hailing, so if this part of the sales data is removed, GAC Aion's monthly sales data in the private car market may be even more bleak.
In fact, GAC Aion not only continued to have sluggish sales performance in the first two months of 2024, but also had some problems with its sales performance in 2023, such as the year-end sales target it set last year, which was to guarantee a minimum of 500,000 units and hit 600,000 units. However, the final year-end sales achievement rate is only fixed at 480,000 units, which means that GAC Aion has not even achieved the set goal of guaranteeing the minimum in 2023, so how should it deal with it in the new year?
As we all know, with the beginning of the year by BYD first opened a new round of the first war, undoubtedly represents that 2024 will be a year of more fierce competition for new energy vehicles, and in this market environment, GAC Aion did not reach the year-end sales target last year, but set a year-end sales target of up to 700,000 units for 2024, so do you think it can achieve this goal this year?
Obviously, according to the sales performance of only more than 40,000 units in the first two months of the year, I am afraid that not many people will be optimistic about it, after all, this means that in the remaining 10 months, GAC Aion must achieve an average monthly sales of more than 60,000 units, and even during the annual sales period, it is possible to achieve the year-end sales target of 700,000 units by the end of 2024.
In addition to the sales results, the brand strategy proposed by GAC Aion in the past two years, or an important development direction in the future, is to achieve brand improvement. If you want to complete the strategy of "brand up", the two most important pillars are sales performance and product strength, as far as the strength of GAC Aion is currently displayed, it is lacking in both aspects, especially the high-end brand "hyper Haobo", which gives people the impression that the price is indeed very "upward", but the product power presented does not have the desire to make people watch.
Heroic car talkThere is no doubt that the more competitive year 2024 will be a more difficult year for all car companies, and it will even be a year that can determine the future of the brand for GAC Aion.