From the Shenche Manufacturing Factory to the Shenche Destruction Factory, is it Baojun's fault or Xue Haitao's fault?

On January 11, SAIC-GM-Wuling announced its sales volume in 2021, with sales of 1760176 units in the whole year, an increase of 13.5% year-on-year, ranking first in the sales volume of national brand single car companies. Among them, GSEV (global small pure electric vehicle architecture) product sales 452238, an increase of 160% year-on-year. Looking at this report card, I believe that everyone must be impressed and appreciative of Xue Haitao, deputy general manager of SAIC-GM-Wuling and general manager of SAIC-GM-Wuling Sales Company, who is in charge of the two brand divisions of Wuling and Xinbaojun!

But there are always two sides to things, and how beautiful Wuling is confirms how depressed the new Baojun and Baojun are. Although the official did not announce its specific sales in 2021, it is estimated that it is almost around 200,000 vehicles, which is also confirmed by the number of new car traffic insurance purchases released. According to the insurance volume data, Baojun's annual sales in 2021 were 136434 vehicles, down 50.79% year-on-year; the annual sales of New Baojun were 79628 vehicles, down 32.82% year-on-year. The combined annual sales of the two brands were 216062 vehicles, down more than 45% year-on-year, and it should be known that the Baojun brand alone sold more than 1 million vehicles a year in 2017. In just 4 years from Baojun to New Baojun, from million sales to 210,000 vehicles, what has happened to Baojun and the new Baojun brand under the control of Xue Haitao?

Xue Haitao and Xin Baojun can't save Baojun either?

As we all know, the Baojun brand was launched in 2010 and became famous in the fifth year, that is, in 2015. Boosted by star models such as the domestic MPV pioneer - Baojun 730, the family big SUV - Baojun 560, the Annual Sales of the Baojun brand in 2015 has exceeded 500,000 units; then with the help of Baojun 510, Baojun 310, Baojun 360 and other explosive models, sales reached 760,000 units in 2016, and in 2017, it exceeded 1 million in one fell swoop, becoming the car company with the shortest time and the fastest breakthrough in millions of annual sales, which also achieved Wuling Baojun "God Car Manufacturing Factory" and "Explosive Manufacturing Machine" The title.

At its peak, the Baojun 560 and Baojun 510 were the biggest challengers of the Haval H6, and even picked out the Haval H6 in some months, which was unique.

However, as the aura of Baojun 560 was split, Baojun quickly entered a downward situation after crossing the million peak.

In 2018, in the environment of the first decline in the automobile market, Baojun's annual sales fell to 879,000 vehicles; in 2019, with the help of New Baojun, Baojun (including New Baojun) annual sales were only 600,000 vehicles; in 2020, Baojun (including New Baojun) fell by 1/3 year-on-year, further falling to 400,000 vehicles. In 2021, in response to the continuous decline in sales of Baojun and New Baojun, SAIC-GM-Wuling adjusted the personnel structure, and the two brand divisions of Wuling and New Baojun were all managed by Xue Haitao, but this adjustment did not make the sales of New Baojun (including Baojun) pick up, and its annual sales in 2021 still fell by more than 1/2, to 216,000 vehicles...

From one million in 2017 to 210,000 in 2021, why is Baojun (including New Baojun) a million-level car company falling to the brink of survival in just four years.

Is it the low price and low quality that ruined Baojun or is there another reason?

Of course, whether Wuling or Baojun can become a "god car manufacturing plant", A Guijun believes that there are two reasons: one is good at discovering new markets and positioning accurately; the other is to understand the hearts of young consumers - cheap. So whether it is Wuling or Baojun, most of its products are within 100,000, whether it is the early Baojun 730, or the later Baojun 560, 510 and other models, their price range is located within 100,000 yuan, mainly concentrated in about 60,000-80,000 yuan, and Baojun 310 is within 50,000 ...

This made Baojun at that time, but also harmed Baojun, after all, it is still synonymous with low price and low quality. Even if new Baojun was launched in 2019 for the sake of the brand, New Baojun cannot get rid of the shadow of Baojun. Its first SUV, Baojun RS-5, exceeded 100,000 yuan, at 96,800-132,800 yuan, but it has been tepid since its listing, which has affected the models behind it. Since the launch of New Baojun in 2019, a total of models including RC-5, RS-3, RM-5, RC-6 and E200, E300 (now iteratively KiWi EV), New Baojun Valli Yearning and other models have been launched, which can no longer replicate the success of Baojun that year, and the annual sales in 2021 are only 79628 vehicles.

Especially in 2020 CCTV "315 Evening", Baojun has become the only brand named in the automotive industry because of the obvious abnormal noise in the gearbox, and although Baojun Automobile claims to be responsible for product quality afterwards, it has hurt the hearts of consumers, and the only remaining good feeling is slowly disappearing. Coupled with the product quality and safety questions caused by the Baojun 560 tree crash incident in 2017 and the fact that Baojun has repeatedly recalled but failed to solve the transmission failure, Baojun Automobile and new Baojun have gone into decline.

What makes consumers more sad is that Baojun automobile manufacturers' "three twilights and fours", such as Baojun 560 shortly after the accident of the model was discontinued, the manufacturer launched Baojun 530, but Baojun 560 has become a "homeless" homeless man, the launch is the launch of the new Baojun, Baojun products are delayed in updating, not upgrading, as if it has carried out a stage of self-destruction. This also made the consumers who supported Baojun and purchased Baojun in the early stage heartbreak, and even many consumers chose to resell models or buy other brand models...

GuiyanTang:

It is said that Rome was not built in a day, of course, Baojun cars did not fall in a day, and there are many reasons for this. But one thing is certain, low price and low quality are its trump card that has exceeded one million, and it is also the biggest root cause of its decline.

Of course, whether it is model positioning or product quality, in the end, there is also its brand helmsman - Xue Haitao is also to blame. Blindly pursuing low prices and low quality, Baojun has fallen to this day, just as the God Car Wuling Hongguang MINI EV that does not even have airbags cannot avoid recalling.