年銷百萬到月銷一千，降價也無人問，寶駿為何賣不動了

本是同根生，卻是不同命。

曾幾何時，五菱和寶駿都算是家喻戶曉的品牌，五菱有神車五菱宏光，寶駿則是一系列的爆款産品，除了寶駿730、寶駿510，還有寶駿310都曾為寶駿創下過銷量神話的産品。毫不誇張地說，在六七年前，寶駿在國内下沉市場就是霸主一般的存在，但是現在呢？五菱和寶駿在市場中呈現出了一個兩極分化嚴重的局面，五菱靠着微型純電動宏光MINI EV又小火了一把，尚有一定的市場熱度，而寶駿，幾乎落得一個無人問津的地步。

回顧幾年前，寶駿在市場中的表現那叫一個風生水起，2015年年銷量突破了五十萬台，2016年銷量突破76萬輛，2017年的寶駿達到了銷量最高峰，榮登百萬銷量的車企榜單。

但是很可惜，在寶駿嘗試轉型走高端的時候就是其走下坡路的開始。2018年，寶駿全年銷量為87.9萬台，2019年跌到60萬台，2020年40萬台，2021年21.6萬台，2022年全年直接暴跌至六萬多台，2023年再減一半，累計銷量僅剩下3.5萬輛。今年以來，寶駿依然是跌跌不休，資料顯示，今年1月，寶駿銷量為3461輛，2月銷量為1137輛，可以說是斷崖式的下滑。很多人都很疑惑，這幾年，寶駿到底經曆了什麼，為何能從那麼風光的一個品牌變得如今這般邊緣化。

一是因為寶駿的産品越賣越少，相信了解這個品牌的朋友都知道，寶駿曾經有多達27個車系。走成本效益路線的“數字”系列，510、530、560、310、730等，然後是嘗試轉型沖擊高端的“R”系列，RS-3、RS-5、RC-6、RC-5等等，但是現在停産的停産，停售的停售，現在寶駿隻剩三款車型在售。

寶駿悅也，一台披着硬派越野SUV外殼的純電城市SUV，操控動力跟越野一點關系都沒有；寶駿KiWi EV，一台微型純電動，但是價格比同級别的宏光MINI EV貴出了一半；還有在比亞迪海豚、ID.3等車型相繼降價之後沒有優勢可言的寶駿雲朵。

都說多生孩子好打架，僅剩三款又如何去搶市場？更重要的是，這三款産品沒有一款能打。

其二，一個原本就走低端路線的品牌離開了價格優勢之後，本就很難走遠，然而寶駿走高端路線的“R”系列産品的定價遠遠超出了消費者的心理預期，産品帶來的價值與其價格不比對，成本效益不在了，消費者自然就不願意掏腰包了。

最後，寶駿在售的三款産品都有問題，我們前面也簡單提到了，這樣一個品牌定位不清晰，沒有找準客戶群體，在實際制造和研發技術方面沒有品牌基因，沒有品質定位，沒有品牌個性的低廉品牌又如何能在競争激烈的汽車市場中走得長遠呢？

“圖檔均源自網絡，如有侵權聯系作者删除”

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.1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}