Rather than hiding in the PPT forever, or failing to land in the middle, some brands may live worse and worse even if they build the car, such as Qoros.
Founded in 2007 and announcing its first production model four years later, the brand surprised everyone with a shot. At that time, people's impression of independent brands was still cheap and poor quality, and even called "industrial waste" when they were emotional, but Qoros 3 had a driving texture comparable to golf at the beginning, and won the highest evaluation of E-NCAP that year, which was simply a product that surpassed the times.
In those years, Chery was still the big brother of its own brand, and the independent brands did not have a "luxury dream" or a high level. However, Qoros' unique design and solid product strength constantly refresh people's evaluation standards for independent brands.
However, this brand that could have become the pride of the people, although it has proud capital, it does not have a proud life.
Although he did not say that he was positioned as a high-end, but the price was high, Qoros 3 had the strength to compete with the Volkswagen Golf, but the price was also very close. On the other hand, Qoros is not willing to sell through the same channel as Chery, and the independent layout of sales stores will inevitably affect the scope of sales and after-sales, delaying the progress of development.
The combination of the above two makes the brand that is first in line with international standards go slower and slower. It has made a comprehensive error demonstration for almost all the independent car brands that are running wildly, except for the product, even if the "price" of the body is continuously reduced later, it cannot recover the traffic in the past, which is somewhat similar to the so-called "past Internet celebrity" now.
Even if it is really "over", Qoros' strength is still there, and when it meets Baoneng, it is still one of the few high-quality cars in China. Baoneng received high-profile and created more than 60,000 units of annual sales, although everyone later knew that this was Baoneng's self-produced "consumption", but it made the first batch of owners with their own brands very pleased, and they said that "Qiao woman" Qoros finally met the "good people".
But what I didn't expect was that Baoneng was not the savior of Qoros, and the result of self-production and "elimination" was that Qoros was devastated for the last time. At that time, the shared car environment was very bad, and the Qoros shared model, which lacked management, became the "first toilet for young people", and without traffic and sales, Qoros even the only remaining dignity was shattered.
It was very difficult to live, but the ending was actually for the linkage cloud funeral, which is really not as good as some so-called car brands that have not yet landed on the model...
Just when everyone almost forgot about this car brand, Baoneng released two new cars in a very low-key way the other day, including Qoros' latest model, the QOROS 6. Knock on the blackboard, those new students please note that this "QOROS" is the English name of the Qoros brand, not a model series.
This time, does Qoros still have a chance?
The ultimate low-key conference
As one of the first batch of cross-border car-making enterprises, Baoneng caused industry shock after starting Qoros. But this time when the new car was released, it was very low-key, so low-key that the information about the new car was very small.
Looking at the information of the official press conference, and then looking at the media information released online, this time Baoneng almost released the names and appearances of the two cars. Once it comes to specific dimensions, power units, interior materials, etc., there will be words such as "said", "probable", "similar" and so on, which is very uncertain anyway.
If it is a popular model released by a popular brand, this can be seen as the brand side wants to keep the model hot by squeezing toothpaste, but this matter is placed on Qoros, which seems to imply that this car is difficult to schedule.
The other car at the press conference is Baoneng Automobile's own BAO GX5, which is the key model of the conference.
"BAO" is the English name of Baoneng Automobile, a new luxury new energy vehicle brand officially released in June last year, and its official positioning is very high-end, which has to be compared with the relatively mature high-end electric vehicle brands such as Weilai or Tesla.
The car brand that runs on the head from the beginning is not surprising, after all, this is a conventional routine operation, but the released data is quite "unexpected". The new car will have two endurance configurations, with a range of 700km and 800km, respectively, while the 100km/h acceleration is within 8 seconds and 4.5 seconds respectively. This endurance and acceleration data collocation is not very understandable, this configuration is intended to go to the two extremes of high and low.
This is basically the extremely low-key release content of the two models, the Qoros model released the external feeling, and the BAO electric vehicle released a set of unexpected data.
Did Baoneng Car fall behind?
Whether it is BAO GX5 or QOROS 6, at present, there is not much competitive advantage, in the era of fuel vehicles and new energy vehicles going hand in hand, independent brand models have long been unable to speak the same day.
Independent brand fuel models, big brands have a relatively mature three major parts of the supply chain, quality and reliability are doing better, under the blessing of intelligent configuration, the overall car experience is quite good. Today's QOROS 6 has not yet released specific information, but its three major advantages are no longer there.
On the track of electric vehicles, Wei Xiaoli's models have been relatively mature, and there are relatively old electric vehicle giants such as BYD that are steadily moving forward. Although BAO GX5 is a luxury electric vehicle brand, if there is no new concept to support, how can pure luxury play through the transformation of traditional luxury brand electric vehicles.
Taking a step back, in the camp of high-end new energy models, Weilai and Ideal have won the trust of consumers, at least in terms of experience. Further up, Zhiji Automobile and Gaohe Automobile, one of them found an F1 team to adjust the chassis, and the other created a supercar SUV that can be "evolved", both of which have a clear personality.
So, what is the competitiveness of Baoneng's two new cars?
Theoretically, even if the track is crowded, it will always give a chance to compete, but having the qualification does not mean that you can keep up with the speed of the big troops. Although Baoneng Automobile's official website claims that the core components of its own car in the future are independently developed, including batteries, motors and electronic controls, and even autonomous driving and intelligent cockpits are in the layout of independent research and development.
However, these words seem to be a bit overdone. In the second half of last year, Baoneng Automobile experienced large-scale layoffs, and the team laid off about 8,400 people from about 23,000 people, of which the group and directly operated stores were the key areas for layoffs, and the layoff ratio exceeded 65%. Moreover, according to the information learned earlier, Baoneng Automobile's manufacturing base in Kunming, Yunnan and Jiangsu has been interrupted, and the factory in Xi'an, Shaanxi Province, has not been substantially put into operation.
On the other hand, many employees who claim to be Baoneng Automobile Group have exposed on the Internet that the company is in arrears in salary, social security and provident fund, so there is "Before the release of the new car, have the employees in 2020 not been able to socially protect?" "Such a passage.
Perhaps, this is no longer a problem of falling behind, Baoneng Automobile is facing a withdrawal.
Bell description
For the Baoneng car that has not yet been mastered, if it really disappears one day, maybe everyone will never mention it again, after all, there is no follow-up contact without the owner. But Qoros has a user group, and it is the first brand that makes car owners have independent car feelings, if it disappears, it will make many people strangle for a long time.
But even if consumers are willing to wait, will the times still give them a chance?