In the era when domestic cars were not very popular, Zotye Automobile once shined. At that time, Zotye Automobile exploded in the north and south of the river with "Baoshitai". At that time, our domestic independent brands did not have such a strong strength, and the income and economic level of residents were not that we ordinary people could afford to buy cars.
In the face of more expensive joint venture brands, Zotye Automobile is known for its high-quality and inexpensive characteristics, which makes many people moved. In contrast, now, the figure of Zotye Automobile has almost faded out of the public vision, why did Baoshitai end up like this? Brother Meow will give you an analysis today to analyze why the former domestic god car will fall into such a fate.
The first point is the well-known cottage incident
One: rapid development, sales on the list
Founded in 2003, Zotye Automobile has also experienced great ups and downs in the reform market, and seized the opportunity of reform and developed very rapidly.
In 2015, Zotye T600 benchmarked medium-sized SUV models, with annual sales of more than 120,000 vehicles, ranking 15th in the sales list of the same level of car series, far more than the models of joint venture brands such as Audi Q5, and models of domestic independent brands such as BYD S7.
Two: domestic Porsche became a hit
In 2016, once the Zotye SR9 was listed, the order exceeded 20,000 units within three days. Zotye SR9 was also the famous Porsche at that time, when it was first listed, it was famous throughout the country with the reputation of "domestic Porsche", and it was fiercely popular.
Three: low price to realize the dream of luxury cars
The starting price of about 100,000 has fulfilled the dream of many people's luxury cars, and the popularity and influence of Zotye have also risen linearly, and this car has even ushered in the fate of price increase in the terminal market.
Fourth: The road of cottages is getting farther and farther away
It may be that the sweetness brought by imitating high-end cars is too much, Zotye Automobile seems to have completely opened its own imitation mode, it can be said that Porsche, Audi, Volkswagen, etc. have been copied again. Zotye Automobile is running farther and farther on the "Cottage Road". This may also make it more difficult to create the brand behind Zotye Automobile, and it is even more difficult to take off the "plagiarized" hat.
The second point is the quality of Porsche itself
In addition to the "cottage", The hard wound of Baoshitai is also a fatal point. Problems such as chassis noise, engine noise, shock absorption oil leakage, brake failure, and high fuel consumption slowly appear in the public eye.
At that time, the gap between the Porsche trunk and the car body may be a relatively simple way to distinguish between the real and false Porsche, and the large gap can be directly extended into the little finger of the meow brother. In terms of quality control, Zotye does need to be strengthened. The borrowed light is never your own, and it will eventually dissipate.
The third point is the comprehensive rise of domestic automobiles
With the development of the times, with the vigorous development of our country's manufacturing industry, people's living standards have also been continuously improved, the pursuit of product quality has also been improved, and everyone's sense of brand awareness has gradually increased.
The rise of well-known independent brands such as the Great Wall and Chang'an has begun to gradually shift the focus to the low-price range, and the era of inner volume of independent brand cars has begun. Zotye, which focuses on low prices and imitation, ignores product influence and automotive technology innovation, is deeply hit, cannot keep up with the needs of the public, and naturally can only be abandoned by the market.
Fourth, the founder cashed out and fled
In 2018, under the blow of the economic downturn and the increasingly bad reputation of plagiarism, Zotye Automobile lost 1.24 billion yuan, and in 2019, it lost 11.2 billion yuan off a cliff, and the stock price also fell from 16 blocks to 1 block 4 corners, facing the danger of delisting.
To make matters worse, in the face of such a situation, the founder at that time did not find a way to solve the problem to survive the difficulties, but chose to cash out tens of billions to escape Zotye Automobile, leaving this mess.
Brother Meow feels that the road of copycat is unavoidable in the early stage of entrepreneurship, but it is by no means a long-term solution with this as the core selling point. Lack of independent innovation capabilities, do not engage in research and development, do not engage in technology, blindly emphasize imitation and low prices can only make their way narrower and narrower. Coupled with the rise of domestic cars, Zotye eventually withdrew.
For this once popular car brand, what do you think?