At the beginning of 2022, data released by market research agencies showed that luxury car brand passenger cars sold 3.472 million units in the past year, an increase of 20.7% year-on-year, which is higher than the growth rate of ordinary passenger cars. This also shows that the domestic automobile market shows a more obvious trend of consumption upgrading.
At present, the top three car brands in domestic luxury car sales are still BBA, and the household names BMW, Mercedes-Benz and Audi are well-known. Closely behind are tesla, hongqi, Cadillac and other high-end car brands. In fact, in recent years, the domestic luxury car market has changed a lot, more and more domestic car manufacturers are not willing to just do "good quality and low price" cars, but also want to take the high-end route. Including new car-making forces such as Weilai, Ideal, and Gaohe, they have focused their main energy on the high-end automobile market.
To talk about the "forerunner" of domestic luxury cars, there is a car brand that has to be mentioned. Public information shows that Dongfeng Yulon Automobile Co., Ltd., headquartered in Hangzhou, is committed to the development of high-end Chinese cars, while producing high-end and smart car products, it will also launch internationally leading new energy vehicle products, focusing on the global market, and developing the "Nazhijie" brand jointly registered and owned by both parties to the joint venture. From the beginning of its establishment, it focused on luxury and wisdom. Insisting on creating a brand connotation of "smart" that balances "sports" and "energy saving", Luxgen wants to convey the concept of creating a luxurious and comfortable driving experience with forward-looking technology.
The following is a simple combing of this domestic luxury car brand. About 12 years ago, Taiwan's Yulon Group saw the huge auto market in Greater China and invested US$490 million in Hangzhou to establish a joint venture with Dongfeng Motor to establish "Dongfeng Yulon" to produce and operate nachijie automobile brand products. At that time, the output value of the plan reached more than 100 billion yuan within ten years, and now that the time has come, Dongfeng Yulong has embarked on the road of suspension of production and bankruptcy and reorganization, and Nazhijie has "disappeared" in China.
According to relevant introductions, the first model of Nazhijie is the Nazhijie large 7 SUV, with a total of four colors for consumers to choose from: French porcelain white, gem black, star sand silver and platinum orange. Although the sales of the car are mediocre, it still brings hope to the company. The following year launched a new model, the CEO of the MASTER, which starts at 398,000 yuan and is positioned as a car for top business people. You know, this car was also rated as the "high-end commercial vehicle of the year" by the automotive media.
The Excellent 6 SUV launched by Nazhijie after the sale of more than 30,000 vehicles in three months, and gradually formed a full range of product camps covering SUVs, cars and MPVs, and also invited popular singer Jay Chou as a spokesperson. Seeing that the sales of Nazhijie Automobile are rising steadily, Yan Kaitai, then chairman of Yulon Group, said that he will continue to increase product research and development innovation, and will launch at least one new model every year, and at least 10 new models will be launched by 2022.
However, behind the sales growth did not bring much praise, but was labeled by users as high fuel consumption, many failures, weak power and so on. In recent years, Dongfeng Yulon passenger car sales have declined all the way, and companies have successively reported the news of production line suspension, bankruptcy reorganization, and nazhijie's withdrawal from the Chinese mainland market. Judging from the data compiled by the agency, the annual sales of passenger cars in the later period of Dongfeng Yulong are only 14, and the average monthly sales are 1. There are many such passages on the Internet: "Ordinary cars consume about 10 liters of fuel per 100 kilometers, and the fuel consumption of Nazhijie is as high as 25 liters. ”