Reporting on automobile information from the perspective of people's livelihood / Watching cars left and right Haikou report on January 10——
In the hearts of the Chinese people, JEEP cars are representatives of off-road vehicles, and in the early days, they could only be purchased by imports. JEEP cars flowing from the birthplace of car manufacturing to the world have obvious advantages in quality control and brand, coupled with the blessing of the reputation that once participated in World War II, even if they are separated from the "national borders", they can make people feel good about him, which is the origin of JEEP's feelings.
Nowadays, the imported JEEP is still the JEEP, but the domestic JEEP has been smashed, if the reverse reasoning, the smashed domestic JEEP is likely to greatly affect the entire JEEP brand. Therefore, the new problem comes, GAC FCA has no way to help, continue to hold the rice bowl of JEEP, do not say that there is no food to eat, the end of the time is long, the hand is not sore and the waist is not painful? Whether to stop the operation of the GAC FCA JEEP project is a question that must be considered in the minds of GAC FCA and the senior management of GAC Group. Another question is whether Fiat Chrysler, which originally authorized GAC FCA to operate the JEEP project, will regret its original choice in the face of the difficult situation of today's domestic JEEP? If you let it go and deeply influence the entire JEEP brand, should you make a wise decision as soon as possible?
As the author of this article, I really can't stand the JEEP brand doing so badly after being domestic, because I always have a JEEP in my heart, but now she is degenerating...
Having said a bunch of nonsense, why the domestic JEEP "flew straight down" has not been said. Don't worry, let the sales data prove it first.
According to GAC FCA's 2021 sales report, GAC FCA Jeep's annual sales volume in 2021 was only 20,123 units, compared with 40,513 units in the same period last year, a year-on-year plunge of 50%. On average, 1,677 units will be sold per month in 2021.
According to the data, after GAC FCA reached a peak of 222,000 units in 2017, the JEEP brand began a downward mode. Since the beginning of 2018, GAC FCA has seen four consecutive declines, and from the current point of view, there is no intention of stopping the decline.
From the sales data, it is not difficult to see that the decline of domestic JEEP, from the initial people love this brand, to the overdraft of this brand, the whole time is not long, and the above data after the overdraft is the most real domestic JEEP status quo we see.
Domestic JEEP currently has five cars on sale, namely the guide, the big commander, the free light, the free hero, the big commander PHEV, which is different from those car brands that have low sales because of the fewer models, so there must be a reason behind the loss of the domestic JEEP. Left and right cars try to analyze the real reasons for the failure of domestic JEEP from different dimensions.
Gac & FCA was established on March 9, 2010, and is jointly invested and constructed by GAC Group and Fiat Chrysler (FCA) with a 50:50 share ratio, with a total investment of about 17 billion yuan. However, since the cooperation, it has not achieved the original intention of the shareholders of both sides.
What impressed the left and right car the most was a ride to help the JEEP guide owner W Quan. In June 2017, Mr. Li bought a Top-equipped Jeep Guide, the price of the naked car was 241,800 yuan, the oil lamp was lit when the car drove to 4,000 kilometers, drove to the 4s shop to check the same, filled with oil and then ran. When running to 7000-8000 km, the oil lamp is lit again. By the time of 20,000 kilometers, he had gone to the 4s shop to replace the oil 4 times, and because the manufacturer and the 4S store had not solved the problem, the owner felt very depressed.
It is understood that there are not a few consumers who have the same experience as Mr. Li, and these car owners even form a group to form a collective W right.
It wasn't until 2018 that these owners saw hope. This year, due to the outbreak of the "burning oil" incident, GAC FCA was highlighted by CCTV 3·15 column, under this pressure, in September 2018, GAC FCA officially recalled 143,800 free light and guides.
In the recall report, GAC FCA described it this way, "The reason for this recall is that its 2.4L engine may have a decrease in the oil level, which may cause the warning that the engine oil pressure is below the critical value is insufficient, and in extreme cases, it may cause the engine to stop and there is a safety hazard." ”
In January 2020, GAC FCA re-released the recall information due to the collective defect of the engine, and decided to recall some 2019 model guides and Freedom Rider cars equipped with 1.3T engines from February 3, 2020, a total of 26,382 vehicles. The reason for the recall shows that due to the insufficient waterproof performance of the internal excitation switch of the starter, the water ingress corrosion of the starter excitation switch may occur under specific working conditions, resulting in the failure of the starter function, the vehicle cannot be started, and in extreme cases, it may cause a short circuit inside the starter and the wiring harness to overheat, increasing the risk of engine compartment fire, and there is a safety hazard.
The real reason for the decline of GAC FCA should be attributed to its immature quality control, when this problem is passed on to consumers, and manufacturers are unwilling to pay for their own faults, it is bound to form extreme events, and the outbreak of problems, especially involving the unqualified quality of the core components of the car, will have a very bad impact on the brand, and the reputation will also turn sharply.
In terms of appearance, Chinese consumers are basically face value control, and they are particularly concerned about the appearance of the car. In addition to copying the front face of JEEP after domestic production, the newly designed models have almost no products to hand, the appearance can not be enough to attract Chinese consumers, coupled with frequent quality problems, the service when treating customers can not keep up, and domestic JEEP can be said to be sentenced to "death" to some extent.
Sales plummeted and rumors poured in. In November 2020, according to media reports, a relevant person close to FCA revealed that FCA has unilaterally proposed to withdraw from GAC FCA, but it is not clear the progress of this plan. However, in response to the above rumors, the FCA clearly denied, "FCA Group has been committed to expanding the Chinese market, and it is a false report that FCA Group has withdrawn from its joint venture in China, GAC FCA." "The emergence of this situation is like a person's bad luck, and all kinds of unhappiness from the sky will accompany it.
After experiencing various unhappiness, GAC FCA has also tried to reverse the situation many times, but many of the plans and strategies launched cannot fundamentally change the decline in sales.
Left and right car viewing short comment——
Nowadays, gac FCA's sales have fallen to more than 20,000, and if we don't work hard in 2022, sales will be ironclad. In the view of the left and right cars, the decline of GAC FCA will not be easily reversed, unless there is a qualitative change, it is necessary to make unremitting efforts in the overall operation, marketing publicity, product architecture, quality control, customer service and other aspects, and even need the spiritual blessing of a hero to break his wrist, in order to achieve a new domestic JEEP that is not shouted by consumers "I was abused by JEPP feelings".