[News-Oxcart Network]
For the rapidly developing automotive industry, there are bright and beautiful people, there are lonely and struggling, and the failed brands have their own reasons.
The annual series inventory of Oxcart.com focuses on the top 10 car brands that will decline in 2021.
Borgward Cars – Who Collects the Endgame
In 2014, Beiqi Foton bought the "brand" that had disappeared for half a century abroad for 5 million euros, realizing its "passenger car dream".
In 2018, Beiqi Foton transferred 67% of its stake in Beijing Borgward to UCAR, allowing it to obtain a car-making qualification that it had been seeking for many years.
In 2022, Beiqi Foton chased debts from Borgward and successively applied to seize the assets of the Shenzhou system, but the solvency of the Shenzhou company was almost zero, and Borgward may fall to the point of changing owners again.
From the "Top Four of The Germans" to the "Futian Miyun Borgward", Foton Automobile originally spent money to buy a brand, borrowing the traffic of the German system to "rub hot spots", but did not bring any leading technology in the German automotive industry.
After Lu Zhengyao acquired Borgward, he did not develop a more competitive model, but did his best to tell a good capital story for the market.
Futian, Lu Zhengyao, Shenzhou, and Borgward have also stirred up the storm in the capital market, but they have scattered the sad scene, adding a negative teaching material to the automotive industry. Lack of core technology and products, coupled with heavy debt, who dares to take over the "hot potato" of Borgward?
Baoneng Automobile - there is money to develop the conference, no money to settle the salary
Factory market stagnation, unpaid social security and provident fund, service stores continue to shrink, under the negative, Baoneng Automobile still came to a new car tasting meeting in Guangzhou in January this year, but the response was flat.
Yao Zhenhua said at the meeting, "All the competition has just begun. The test is followed by the test. Only the fittest survive. Only the awake can survive. All the cowhides can't frighten people, they can't blind people, and they can't be blindfolded for long. We must work hard, work hard, resolutely and continuously. ”
However, today's Baoneng is struggling in the capital chain and credit crisis, struggling, and has no advantage in terms of funds, resources, and talents. Even with the injection of funds from the state-owned enterprise group in the Guangzhou Development Zone, it is difficult to see hope.
From the acquisition of Qoros brands and factories, the acquisition of foundry capacity of DS, and the creation of the "BAO" brand and Guangzhou base, which direction does Baoneng Automobile want to develop?
Under the development trend of new energy vehicles, Baoneng's car manufacturing is not good or not, it is the last attempt.
Evergrande - good gangsters built the car
At the beginning of 2022, Evergrande Automobile went from dream to reality, and Evergrande Automobile Hengchi 5 first car officially rolled off the production line and entered the countdown to mass production.
This is undoubtedly a shot in the arm for the crisis-ridden Evergrande, but the uncertainty of the new energy vehicle industry policy and the white-hot market competition will bring more dangers and obstacles to Evergrande Automobile, and the road ahead is still heavy and watery.
Car manufacturing requires real investment, and the need for permanent technology accumulation, in today's capital is stretched, Evergrande Automobile has also lost the ability to buy arrogantly, research and development capabilities have not been cultivated, it is difficult to achieve a virtuous circle.
Evergrande, which talks about "circle, big and big, and good and good", seems to be unable to understand the principle of "accumulating soil into mountains" at present.
Faraday Future (FF) – when will it be mass-produced?
Since the backdoor listing, Jia Yueting's Faraday Future (FF) has been in a contradiction between self-affirmation and external doubts.
At present, all the focus is on the smooth mass production of FF91. According to the mass production schedule submitted before, Jia Yueting's time is only six months, if this time FF91 can not be smoothly mass production, and to achieve delivery, then for Jia Yueting, turning over is really far away.
From film and television copyrights to smart TVs, and then to later smart phones and new energy vehicles, Jia Yueting has been at the forefront of the outlet every step, but he has caught up early in the morning to catch a late set. The only thing worth appreciating is Probably Jia Yueting's spirit of repeated defeats and repeated defeats.
Singularity Car - the first place in the jump ticket king
The physical property of the "singularity" is that it exists and does not exist, containing an extreme romantic feeling. Still, 8 years later, Singularity Cars is still starting its starting point.
Singularity Automobile, Weilai, Xiaopeng and others are the earliest batch of new car-making forces in China, and its founder Shen Haiyin was the vice president of 360 and the vice president of Kingsoft Group, and the double endorsement of "new car-making forces + software elites" made Singularity Automobile attract much attention at the beginning of its establishment, but it was limited to this.
In 2016, Singularity Auto announced the Singularity iS6 smart SUV model. But until 6 years later, the iS6 is still in the state of trial production, there is no sign of mass production, only the "stiff and not dead" four big words on the public screen.
From the beginning of the iS6 mass production and repeated "ticket jumping", Shen Haiyin's car-building dream is doomed to fail.
Brilliance China - a pity for a good name
In August 2021, BMW China acquired the tangible assets of Brilliance China for RMB1.633 billion. However, it is worth noting that BMW did not acquire Brilliance's brand, that is to say, despite years of cooperation, it does not appreciate the independent brand created by its partners.
"Be China's BMW" has become an empty phrase. The decline of Brilliance China is largely due to the dependence on joint ventures, and the "cottage" BMW is regarded as a shortcut.
Although Brilliance Auto has always emphasized positive research and development strength, it can be seen from the highly similar front face design of BMW, the emphasis on Ashkenazi frame control, BMW team technical support and other business ideas in marketing publicity, and the so-called positive research and development is only on the lips.
Before Brilliance China, there was the demise of independent brands such as Xiali; after Brilliance China, there may be independent brands that have withdrawn from the historical stage. There will be new brands without the old brand, and maintaining the leading core technology is the strongest backing for the survival and long-term development of the brand.
Byton Cars – Eaten Down?
When it comes to Byton Motors, I think many people's first impression is "loser". Founded in 2017, Byton Auto burned out 8.4 billion yuan in four years, spending an average of 2.1 billion yuan a year, and the result is that the car is still in the PPT stage.
The most exaggerated thing is that there are media reports that byton Cars has a team of less than three hundred people, spending fifty million yuan a year to eat snacks, a box of employee business cards cost thousands of yuan, and the clothes worn by store salesmen are tailor-made and imported from Germany. What kind of company is this?
Since its inception, Byton Automobile has carried out six rounds of financing, including FAW Group, CATL Times, Foxconn and so on.
Its team lineup is luxurious, the founders are "the father of BMW i8" Bi Fukang, and Dai Lei, who has served as an executive in Dongfeng Infiniti and BMW Brilliance, and Fu Qiang, the former CEO of Volvo Cars China Sales Company, are automotive industry professionals and have been optimistic about many investors.
As soon as byton cars appeared, the movement was also very large. Built factories in Nanjing, built design centers in Shanghai and the United States, and held exhibitions around the world to show their exquisite "PPT car-making concept".
As a result, at the end of June 2020, Byton announced the suspension of work due to financial difficulties, and was also named by CCTV that month - burning 8.4 billion yuan could not build a mass production car, and still owed more than 4 months of wages. At the beginning of July, the company announced the suspension of Chinese mainland business operations.
The story comes to 2021, byton Automobile was officially filed for bankruptcy liquidation. The departure of Chief Affairs Officer Ding Qingfen has finally made everyone believe that the possibility of Byton "returning to the track" is almost zero.
Future Cars – Where is the future?
On December 18, 2021, the Suzhou Olympic Sports Center was full of people, and NIO was hosting its fifth NIO DAY. 50 kilometers away, Qiantu Automobile held a low-key press conference at its Suzhou factory to announce the official "resurrection" of the resumption of production of the K50.
On the one hand, there is a lively and busy press conference, and on the other hand, the cruel struggle in the final elimination match, glory and loneliness, so magical and real.
In August 2018, the pure electric sports car K50 successfully let everyone "see" the future brand, the body design made people shine, and people sent the nickname "domestic McLaren".
However, in the new energy market environment at that time, the future K50 was definitely not a car needed by the market, and it was only about 100 vehicles sold for a year and a half on the market, and finally the inventory had to stop production and stop selling.
Future Auto's mistakes eventually dragged down its parent company, Great Wall Huaguan, leading to its delisting in 2019. Subsequently, negative news such as arrears of payment and arrears of employee salaries from the Future Automobile Factory poured in and had to be withdrawn.
For the exit of Future Auto, some analysts in the industry commented that Future Auto encountered problems encountered by all new car-making forces, the core technology was weak, the positioning was not clear, and a large amount of manpower and material resources were spent on modeling, body, and acceleration, and did not distinguish between traditional car companies in the true sense. These mines have been stepped on by the future.
After two years, Qiantu Automobile has regrouped and started again, and has also announced new materials, new energy, and new intelligent planning for the future, and will launch a low-cost and people-friendly K20 this year, develop a meta-universe racing game and so on. Can a car with a future that has been dormant for two years be amazing again?
Seahorse Cars – Where is the road to the end
After parting ways with Haima Automobile in 2013, Jingzhu returned again in May 2019 as chairman of Haima Automobile. Countless people have pinned their hopes for saving the seahorse on Jingzhu, but unfortunately, the greater the hope, the greater the disappointment.
As the first blockbuster model launched after the return of Jingzhu, the Haima 8S sold only 1184 units last year. Frozen three feet is not a day's cold, today's market is no longer the market of the year, in the face of the devastated seahorse, the Jingzhu is strong, and it is difficult to turn the tide by one person.
Selling houses and selling companies can only temporarily get rid of the danger of delisting, but this does not mean that Haima Automobile has come out of the predicament. When the house is sold out, Haima still has to face the core problems: insufficient innovation ability, quality assurance, products are not accepted by consumers and the market. If these things do not change, all efforts will be in vain.
Nowadays, fuel cell technology has become an important way for Haima automobiles to save themselves, can Haima, which has chosen the "third way", wait until the day when hydrogen energy erupts?
GAC FCA - not broken, not standing
Since GAC FCA opened its domestic production in Jeep in 2015, it has had a highlight moment of monthly sales of 10,000 bicycles and an overall annual sales of more than 200,000 vehicles. However, in recent years, there have been no bright spots at the product, market and other levels, and sales have continued to decline, ranking at the bottom of the joint venture brand.
With a loss of 5 billion yuan in 3 years and the closure of the Guangzhou plant, GAC FCA came to a critical moment of not breaking and not standing.
In 2021, GAC FCA's annual sales were only 20,123 vehicles, down 50% year-on-year. In stark contrast, the off-road vehicle market is on fire and the rapid development of competitors. In 2021, the cumulative sales volume of tank 300 for the whole year was 84,600 units, accounting for half of the domestic off-road vehicle market share.
The immature quality control, the unchanging style and the disadvantages of product planning, GAC FCA alone can no longer meet the needs of consumers. If we do not solve the drawbacks of quality word of mouth and push new speed, then the desire to achieve bottoming out will only be a dream after all.
The "One Jeep Plan" in 2021 integrates the two concepts of Jeep imported cars and domestic cars, and faces consumers with a unified image in China's Jeep, but it is still unknown whether it can regain its glory in the Chinese market where competition is intensifying in the future.