Two days ago, I received a letter from Mr. Wu, a fan, who exposed to us the strange encounter of his purchase of Feifan Car being privately deposited and cancelled without any notice.
It happened at Feifan Automobile - Nanchang Chaoyangzhou Tianhong Experience Center. It is reported that the parties spent 5,000 yuan on the APP on December 2 last year to order "Feifan ER6", originally wanted to go to the experience center in January this year to deliver the balance, but did not expect to log on to the APP on January 16 and found that the original order had been deleted. Afterwards, the experience center did not refund the relevant deposit, nor did it give a reasonable statement about the incident. In desperation, the party found 315 and relevant departments to complain, and in the process he found that the experience center had many "previous convictions". At present, there is still no progress in the incident, and the parties have planned to resolve it through legal channels in the next year.
At present, we cannot know other specific details of the incident, but judging from the existing situation, Feifan Automobile - Nanchang Chaoyangzhou Tianhong Experience Center does a good interpretation of the meaning of "shop bully". The drama is that a similar plot was also staged in last year's Wujiaochang Wanda Feifan 4S store, when the party Zhou Moumou also prepaid a deposit of 5,000 yuan, and the dealer previously promised to refund at any time, but in the end it still became a drama that turned around and did not recognize the account.
Even if we can forcibly use the saying "once is an accident, twice is a coincidence" to wash the white of Feifan Car, under the superposition effect, people always have to doubt the brand mission of Feifan Automobile's "user is partner". Feifan cars may not be as "extraordinary" as the brand advertises.
As a "high-end brand" that SAIC has high hopes for, the original intention of Feifan Automobile is very simple - to be the vanguard of SAIC's transformation. Dongfeng has Lantu, GAC has Aian, SAIC has Feifan, in a certain period, the status of Feifan Automobile is indeed very high, once regarded as the "national team" of the transformation of traditional car companies. However, the reality is often bone-chilling, which can be seen in terms of sales. Throughout 2021, Feifan Automobile's new car delivery volume is only 18436 units, although it has made a significant improvement compared with 2820 units in 2020, but for SAIC, this GDP is obviously negligible.
Is it The Flying Car's fault?
Yes and no. If we push backwards to the predecessor of Feifan Automobile: R Car, we will find that in fact, the support given by SAIC all the way down is still not so sufficient, just look at Lantu and Aian. In essence, R Cars was born only because SAIC wanted to open up a new brand, but as for how to go forward, SAIC at that time may not have thought so thoroughly. Speaking of this, it has to be related to Roewe, which was once high-end.
The Marvel X, which positioned the luxury pure electric SUV at that time, made Roewe earn enough eyeballs, and once again opened the basis for SAIC to try high-end. At that time, the slogan had been written as "another luxury car option besides BBA". But the final result is known to everyone, the lack of product strength and brand power makes Roewe's performance full of embarrassment, and even the situation that the monthly sales are less than 10. SAIC's high-end dream shattered to the ground.
Soon after, Chang'an next door made a correct demonstration of high-end with the "UNIT series", and SAIC was inspired by this to launch the "R standard" under Roewe.
Unfortunately, although R Car is full of efforts to create a new positioning, but also put forward new concepts such as "technology to cash in the imagination", but there is a BUG in the most critical product force: the product has not yet jumped out of the shadow of Roewe. For example, the car logo "R" is actually the evolution of roewe's initials "ROEWE"; for example, the steering wheel LOGO of the early ER6 is still the Roewe label. This, R Cars itself admits.
Later stories, everyone also knows, SAIC once again to the "R car" knife, renamed "Feifan Automobile" and independent operation of self-financing, which is like Geely's attitude towards Extreme Krypton.
After taking charge of its own affairs, Feifan Automobile seems to have learned the lessons of its predecessors and desperately wants to shape its own unique label. This time, the answer it gives is "intelligent", borrowing a sentence from Mr. Yang Xiaodong, vice president of SAIC: intelligence will become an important label of Feifan Automobile, and the first work sacrificed is "R-TECH high-energy intelligent body". As a new technology brand, the "R-TECH high-energy intelligent body" covering intelligent driving, intelligent cockpit, three electric technology and other achievements can indeed give Feifan Automobile some confidence, but in terms of the existing two products ER6 and MARVEL R, the intelligent road of Feifan Automobile is not so "extraordinary". At present, the key point that the outside world pays more attention to is the ES33 mass production version of the model unveiled at the Guangzhou Auto Show last year: the Feifan R7.
Luminar LiDAR Solutions, ZF PREMIER 4D Imaging Radar, NVIDIA DRIVE AGXOrin Chip, SOA Cloud Full-Stack Software Platform, High-end Intelligent Driving Solution PP-CEM... It can be said that the Feifan R7 has gathered almost all of SAIC's heavy resources. But what needs to be understood is that these highlights are far from reaching the level of an era ahead, and the Feifan R7 wants to compete for the right to define the era on its own, which is obviously not enough weight. Moreover, the Feifan R7 is still a certain time away from delivery, even if it is not jumping tickets, it is entirely possible for other competitors at this stage to use other ways to quickly respond, when the highlights of the Feifan R7 may become boring, and the competitiveness will no longer be the same.
It is a good thing to want to get ahead, but it is not easy to use the advantage of technology to overtake in the corner. To be honest, the situation that Fei Fan is facing at the moment is exactly the same as that of Wei Xiaoli at that time. But the era of barbaric growth has passed, and Feifan automobile no longer has the advantage of objective environment. Taking a step back, if the "R car" was born 5.6 years ago, it may still have to be played, but now the domestic consumers have been educated by the market to be shrewd enough, so the days of Feifan Automobile are more difficult than the original Wei Xiaoli, and the small product line and the lack of deep user pool are all problems in front of Feifan Automobile.
Of course, there are two more critical factors: infighting and popularity.
Although SAIC stressed at the beginning that Zhiji Automobile and Feifan Automobile do not coincide, the "R-TECH high-energy intelligent body" does overlap with Zhiji Automobile in technology, and the reality is that the current external cognition of SAIC's high-end is more concentrated on Zhiji Automobile, and Feifan is obviously the one that has been ignored. Therefore, under the premise of the division going out of the same door, there is inevitably a competitive relationship between the two, and even the soul asks: "Is there still a need for feifan cars to exist?" ”
As for the popularity, the original R car has laid a lot of sales channels and offline networks across the country, including R-Super Center city flagship store, R-Store city supermarket, R-Station and airport and high-speed rail station, etc., consumers have formed a certain understanding of R car, but after the overthrow, Feifan is equivalent to changing an ID card, which is tantamount to starting from scratch, which also returns to the previous question: "What is the strategic significance of Feifan Automobile independence."
From this point of view, it is obvious that SAIC's strategic planning for the original R car and the current Feifan automobile is not very clever.
Interestingly, even on such a basis, Feifan Automobile can also be "confident": not long ago, Feifan Automobile officially announced that the price of brand models will increase by 1000-2000 yuan under the premise of unchanged configuration, the adjusted ER6 official guidance price is 15.58-20.18 million yuan, and the official guidance price of MARVEL R is 21.98-26.18 million yuan. This wave of "price increase without increase" operation is really incomprehensible. However, this may also be the reverse operation of the brand, after all, the original Feifan car has no exposure in the terminal, and the traffic has risen somewhat after the price increase, but it may not be a good thing.
Jianghu Car Review:
The experience of Feifan Automobile is somewhat a microcosm of Geely's geometric cars. The new energy brand of the same traditional car company is equally ambitious and also lacks market appeal. Today's geometric cars have become a piece of Geely's chicken ribs, tasteless and discarded. The brand that used to be the "best electric vehicle in the Eastern Hemisphere" has now become "the best electric vehicle for Cao Cao". After the birth of the extreme krypton, geometry has no sense of existence. Such a plot seems to be a preview of Feifan Automobile and Zhiji Automobile. Although Feifan Automobile is certainly not doing the next geometry, the current reality is that Feifan Automobile has neither made an effective contribution to SAIC's GDP nor fed back the brand image of SAIC Roewe, and the only thing left is the three words of "high-end".
Going back to the beginning of the story, we don't know if there will be similar cases in the future, but we know that there are still too many problems to be solved in the current Feifan Car. On the road to attacking the high-end, the strength of Feifan Automobile is not "extraordinary" enough, but the experience is already "extraordinary", which does not know whether to count as a good thing or a bad thing?