Building a car is like a horse race, and it is a battle.
If this wave of car-making is a racecourse, then every new car-making force is a racehorse. But the fairness of the car-making game was broken by SAIC, and unlike other families, SAIC had two racehorses in its hands, feifan in its left hand and zhizhi in its right hand.
Whether one brand wins or two brands wins, it means that the probability of SAIC's success is greater than that of others.
However, car building cannot only talk about the winning rate, but not the odds.
Although the time is not long, the two racehorses of Zhiji and Feifan have already shown signs of differentiation.
This side, although there is no large-scale marketization, but the zhiji brand of the technical house image has been established very successfully, at least in the field of automatic driving technology strength has entered the first camp in the industry.
Over there, Fei Fan, who has been groping in the market for a long time, is not performing well and is being pulled away by friends.
Burned
Two "small things" that have happened in succession in recent times have plunged Feifan Automobile into an unusually passive situation.
The first thing, following the trend of price increases, triggered group ridicule.
A few days ago, Feifan Automobile announced that it will adjust the price of some models of its two car series on sale. Among them, the marvel R except for the entry-level version of the rest of the models rose by 2,000 yuan, and the ER6 rose by 1,000 yuan for the entire series.
In 2022, the national replenishment slope + the price of parts and components will rise.
Car companies have ushered in product price adjustments, Tesla has risen, BYD has risen, Extreme Kr has risen, Xiaopeng has risen, Nezha has risen...
But the price increase of these brands, at best, is used by users as a story, but the flying car, not much rise, but everyone as an "accident" to judge.
——You can't keep up with the sales volume, last year's annual sales were more than 14,000 vehicles, even compared to the monthly sales of others, once you smell the opportunity to increase prices, you are numb to keep up.
The second thing, embezzling the deposit, attracted questions.
In early February, a Mr. Wu from Nanchang reported through online media that he had embezzled a deposit for his purchase of Feifan Car and had been cancelled without any notice.
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 Associated Experience Center did not refund the relevant deposit, nor did it give a reasonable statement about the incident.
The relevant person in charge of Feifan Automobile said: From the current situation, this user pays a "deposit" instead of a "deposit". Therefore, after paying 5,000 yuan of dading, the deposit is not returned according to the car purchase agreement.
To tell the truth, because of the unpleasantness between car purchase and user, it is inevitable that any car brand scattered in hundreds of sales stores across the country will occur, but in the vast majority of cases, it can be properly solved.
Catching up with Feifan's car has become traffic.
The crux of the matter is that when the person in charge of Feifan Automobile is emphasizing the legal significance of "deposit" and "deposit", we are concerned that other users are buying cars, how can the order suddenly disappear? Where is the Feifan car that claims to "treat users as partners"?
In fact, when you think about it, the above two things are really not big things that touch the principle. I just can't figure it out, why did it become a problem when I got to Feifan Car?
Twists and turns
Solo flying is the key word of the car market in 2021.
After the single flight, Feifan is bound to abandon the burden of state-owned enterprises and traditional fuel vehicles, and is on the same starting line as the new forces of car manufacturing, and the relatively simple and straightforward equity structure is also convenient for Feifan Automobile's future independent IPO.
Although Fei Fan has a beautiful vision and may have a great future, at this moment, Fei Fan has not yet completely cut off these baggage.
And this is destined to be an extremely difficult process.
Feifan Automobile is derived from the R brand, and the R car is derived from the Roewe R series, and the predecessor of the Roewe R series is the pure tram series under the SAIC Roewe brand.
The most critical step in this is the release of R Car in May 2020.
However, the independence of the R car is only formal independence.
In terms of management and operation, it is still dominated by Roewe; in terms of products, Roewe EI6 is renamed ER6, and MARVEL R is deeply suspected of being a mid-term redesign of Marvel X.
Subsequently, SAIC motor once again moved the knife to "R Car", renamed it "Feifan Automobile" and operated independently to bear its own profits and losses.
From the Roewe branch line to Feifan Automobile, the essence of the product has not changed at all.
Oil to electricity or oil to electricity, once even the logo and product description on the steering wheel were too lazy to adjust the practice, I am sorry for the unpredictable operation routine and the luxurious outer packaging.
After tossing and turning so many times, the current situation of Feifan Automobile is regrettable.
It's hard to ride a tiger
Today's Feifan is quite a bit difficult to ride a tiger.
In SAIC's system, Feifan should focus on the product range between 200,000 and 400,000, and the possibility of the product going down is unlikely.
The new car-making forces in this range are basically strong such as Lin, Tesla, BYD, Weilai, Xiaopeng, great wall, Volkswagen ID...
Any one of them is enough for Feifan cars to drink a pot.
Continuing upwards, there is basically no possibility for Feifan. The positioning of SAIC Zhiji Automobile has been clearly defined and must be higher than that of Feifan Automobile.
Of course, we can't completely deny Feifan's chance to turn over because of the current chaotic state of Feifan's car.
In April last year, the new technology brand "R-TECH High Energy Intelligent Body" released under the name of R Car became the core technical barrier of Feifan.
Feifan's bottom card is renamed from R car ES33 to Feifan R7.
Not surprisingly, the Feifan R7 will be the first blockbuster model in the true sense of feifan automobile.
With the in-depth blessing of various black technologies, the Feifan R7 is equipped with L3 level automatic driving, Luminar lidar, ZF's PREMIER 4D imaging radar, NVIDIA DRIVE AGX OrinTM chip...
It's just delivery, it will take time.
The longer the delivery drags on, the more detrimental it is to Feifan.
On the one hand, it is the technical catch-up from friendly businessmen.
Only by the end of 2021, Xiaopeng P5, Great Wall Mech Dragon, WEILAI ET7 and other products have even exceeded the intelligent level of Feifan R7.
When the Flying R7 is actually delivered, it is a problem that these so-called product highlights are not attractive enough.
On the other hand, it is a problem of market segmentation pattern.
Feifan R7 is positioned as a medium and large SUV, this market segment is not large, and the competition is very fierce.
Whether the Feifan R7 can take advantage of the ideal ONE, Weilai ES8, Xiaopeng G9, Lantu FREE, BMW iX, Audi e-tron, Volkswagen ID.6 and other strong opponents is still a big question mark.
In general, Feifan Automobile is a sample of the national team car companies switching tracks and going to high-end routes.
But whether this sample can succeed or not is not yet difficult to draw conclusions. At present, the only thing that can be clear is that Feifan's horse racing performance in the first half is not qualified, so Feifan's opportunity in the second half is more precious and cannot be wasted.
At the end of the article, I have to ask - if building a car is a race of horses, will you put the chips on the feifan horse?