For many people, "Sway Auto" is probably an unfamiliar brand. In July 2016, a strange car brand came out in the Chinese market, and it was Sway. It was originally a second-rate motorcycle brand in Italy, founded in 1971, painstakingly operated for 16 years, and then went out of business without accident, because the quality is not good, marketing is not good, and the closure is inevitable.
In 2014, Brilliance Xinyuan made three acquisition actions, namely the acquisition of a BMW motorcycle factory in Italy, where the uncle must explain that it is a factory that manufactures BMW motorcycles, which has nothing to do with BMW; it also acquired the product technology of Huswana Motorcycle and the Sway brand.
The Siwei Automobile mentioned today has been in the Chinese market for more than 5 years, and as for how the sales volume is, it can be described as dismal. Why Swei Automobile, which entered the Chinese auto market with the "halo", will fall to this point, let's take a look.
The higher you blow, the harder you fall
Sway Cars was disappointing
In order to enhance the brand image and win the attention of consumers, Siwei Automobile has repeatedly declared its "Italian blood" and "sports genes", which is difficult not to associate it with Ferrari and Lamborghini, the two top supercars.
Although this method does work on the surface, because under the premise of weak brand influence, "foreign moon" is indeed easier to make consumers have a good impression, but what Swei Automobile does not understand is that "returnees" also have a strong anti-phagocytosis effect, once the truth is exposed, then it will usher in the instant collapse of the brand image, such as the "borrowing corpse to return the soul" of Borgward Automobile.
If you are full of infinite expectations and want to go to the 4S store to experience the Siwei car, then what awaits you must be disappointment, even anger.
First of all, There are 6 models currently on sale in Siwei Automobile, and the price is basically concentrated within 100,000 yuan, which cannot allow consumers to associate it with "Italian origin" in any case, and the psychological level suffers for the first time.
Secondly, if you think that this is Sway Motors's "universal public", then when you want to search the local Sway Motors 4S stores, you will find that its 4S stores are pitifully few, and the psychological level has been hit again.
Finally, if you have a 4S shop of Siwei Automobile in your local area, then when you really see these cars, I believe you will definitely associate them with Zotye, Bisu and Junma Motors, because it is not only cheap, but also featureless, and the psychological level has suffered for the third time.
After three blows, would you still choose Sway Cars?
No R&D capabilities
It's only a matter of time before you exit
For car companies, research and development capabilities are the foundation that determines whether they can survive in market competition, and this is the fatal injury of Siwei Automobile.
The early Siwei X7 and Siwei X3 have not been updated for many years, there is no product competitiveness to speak of, and they only sit on the mountain with poor cost performance.
The Swe G01, apart from styling to earn eyeballs, has no highlights in terms of functionality and practicality. Not to mention whether it can be compared with WEY and Lynk & Co, even if it is compared with the mainstream Haval H6 and Changan CS75, it has no chance of winning, the appearance is not comparable, the configuration cannot keep up, the power is not qualified, and the SweY G01 is a failure.
Swell G05, based on the production of the G platform built with heavy money, officially declared that "the cost performance is super high", but it is still cool. The antiquated power system, cottage design, and shell-changing Sway X7 make the Smart G05 easily exploded by the jet-to-do X70 of the same level. Sway and Chery, who will you buy?
For a car brand with no research and development capabilities, it is only a matter of time before it withdraws from the Chinese market, let's see how long Siwei Automobile can last.
Uncle Che summed up
Although the base of the Chinese auto market is still very large, but the knowledge reserves of Chinese consumers and the perception of cars have been greatly improved in recent years, some insincere, trying to confuse the concept of the way, to deceive consumers of car brands, sooner or later will be abandoned by consumers, until they withdraw from the Chinese market. I hope that Sway Automobile, which is about to usher in its 6th birthday, can understand these truths, adjust the brand direction and product structure as soon as possible, and do not become the next Borgward!