Among the domestic car luxury brands, although Hongqi Automobile is said to be a veteran, I am impressed by weY under the Great Wall. To tell the truth, when the luxury brand entered the market, the friendliness of the Chinese people to the domestic brand is not as high as it is now, and the ordinary domestic brand is still competing with the joint venture brand for the market, and the luxury market is more difficult to have a place for the domestic brand, even if it is an old luxury brand such as FAW Hongqi, it is also very low-key. However, fortunately, at that time, it coincided with the rise of the SUV market, and WEY was mainly focused on the SUV field, so it also successfully entered the core competitive circle of the automotive market.
The "vanguard" of WEY into the SUV market is the VV7 positioned in the medium-sized SUV market, although the length of the car is less than 4 meters 8, but the width of the car is more than 1 meter 9, which makes the car aura not lose to the joint venture large and medium-sized SUVs such as Tuang and Prado, plus the starting price of the car at that time was less than 170,000 yuan, which is much more affordable than many joint venture compact SUVs of the same level, so soon after the VV7 was listed, the monthly sales ranked among the tens of thousands. However, the good times are not long, the car in the monthly sales of more than 10,000 units in a row for several months, the monthly sales have declined significantly, and after 2020, the car's 4-figure monthly sales are difficult to maintain, and later, it is 0 for 5 consecutive months. So, what exactly is the reason for the VV7 to fall from the "star car"?
When WEY first entered the market, its main models were VV7, VV6, and VV5, and the car that was blessed by the WEY family-style "luxury" design concept would be stronger than the aura of the same level of models, that is, the VV6 positioned in the compact SUV market, the aura was not lost to the SUV model in the mid-size SUV market. Moreover, VV6, which is positioned one level lower than VV7, has a threshold of tens of thousands lower than VV7, plus VV6, which is a latecomer, the comprehensive product strength is richer than VV7, so VV6 to some extent, it has robbed the audience of VV7.
It can be seen that before the VV6 entered the market, although the monthly sales of the VV7 declined, they could easily stabilize at thousands of vehicles. When the VV6 enters the market and achieves monthly sales of thousands of vehicles, the monthly sales of the VV7 can only barely maintain one or two thousand. Especially after entering 2020, VV6, which ushered in the second sales spring, monthly sales climbed steadily, and achieved cumulative annual sales of 42,293 vehicles. In contrast, the VV7 has officially entered the cold winter, achieving sales of 1160 vehicles in a stable trend throughout the year, and has been marginalized in the mid-size SUV market.
Of course, being squeezed by its own brother models is one thing, but it is not the core factor, after all, VV6's subsequent monthly sales have also fallen to triple digits. You should know that VV7's customers are not small, if VV7 is regrouped, the car may not be able to make a comeback. But in fact, VV7 from sales fell to stop selling, WEY did not make reasonable adjustments, it can be seen that the car has been suspended because of low sales, and the starting price of the car when it was stopped has exceeded 190,000 yuan, which is several tens of thousands of yuan higher than the starting price of the first market.
VV7 itself also has more product problems, according to the statistics of the car quality network, the car 2017 model of the fault complaints reached 453, the 2019 model of the fault complaint reached 205, although the sales volume of the 2020 model is average, but there are more than 100 fault complaints, even the 2021 model that cannot be sold, there are also 2-digit complaints. Judging from the actual complaints, most of them are concentrated in the engine, gearbox, body accessories, etc., such as engine shaking, transmission noise, bumps and other issues. In addition, the actual fuel consumption of the VV7 is also very high, which I believe many VV7 users have deeply understood.
The suspension of VV7 is also the performance of WEY's active abandonment, for WEY such a decision, I will not feel very strange, to know that wey the same luxury route of Lynk & Co, with young personalized styling, has become the leader of domestic luxury brands. And the "dying old" VV7, has left the impression of "high fuel consumption, many problems" in the minds of the Chinese people, rather than continuing to invest in cost changes, it is better to recreate a high-quality model that meets the aesthetics of the Chinese people, so VV7, VV6 has become the past tense, when mocha, latte and other models can be taken, VV7 will also quietly stop selling.
In general, the main reasons for VV7's transition from "star car" to unsellable are as follows: first, WEY's luxury brand aura is not strong enough; second, its own quality is not hard enough, product competitiveness is not prominent enough; third, the positioning is vague, and there is an audience conflict with its own brother, and importantly, after the conflict, the cost performance is not as high as that of its own brother's model; fourth: the strategic route of the WEY brand changes. In any case, as a domestic luxury SUV VV7, once able to achieve high monthly sales of tens of thousands of vehicles, it can be seen that most of the Chinese people can still accept domestic luxury cars, even if VV7 is now out of the market, but it does promote the progress of domestic luxury SUVs, can be regarded as "heroes".