When I checked the sales of New Baojun, I found that the brand was very unsatisfactory, selling a total of 42,000 new cars last year. This year the situation is still grim, in the past 12 months, the monthly sales of many models of the new Baojun have not even exceeded the triple digits, such as RS-5 RM-5, while the RC-6 is even more dismal, has been zero sales for 5 consecutive months, almost misleading people to think that this car has been discontinued, and other models are not selling well, the highest selling RS-3 in February is only 1451 units.
New Baojun is a brand spawned by Baojun under the trend of market consumption upgrading, and it is also the carrier of Baojun's transformation into the middle and high-end field, carrying the hope of the brand upward. But judging by the results, this vision now seems to have become a joke. So what is the reason for this situation?
In fact, in a strict sense, the new Baojun is not a high-end model in our general perception, but it is more expensive than Baojun, and the price of several models such as RC-5 RC-6 RM-5 has also exceeded the ceiling of 100,000 pieces.
Consumers who pay attention to Baojun should know that in the past, the main products launched by this brand were basically concentrated below 100,000, mainly low-end models, and the audience group was mainly concentrated in the sinking market.
Born in 2010, Baojun just in time for the booming period of China's automobile market, the boom in consumption has prompted every household to want to own a car, and Baojun's low price is not a heavy burden for many families with limited budgets, accurately grasping this consumption pain point, and with the help of Wuling's sales network, Baojun can be said to be pushing a fire at that time, creating a sales myth.
There are not many car companies that can reach millions of sales in domestic brands, and if you only count the volume of a single brand, it may be less, and only Geely completed this figure last year. But Baojun crossed this threshold as early as 2017, when Baojun 510 310W and 730 were the hottest hits of the same level. But today, we can also detect that these models have almost lost their voice in the market. Baojun 510 monthly sales can only be maintained at about one or two thousand, Baojun 730 even only has three digits, it can be said that it has completely fallen from the altar.
Baojun's original models are not good, and although the new Baojun model positioning upgrade and price upgrade, the actual core has not changed, or the old technology of Baojun in use. Take Baojun 510 and the new Baojun RS-3, the two models are only different in design, the wheelbase is still the same, it can be seen that the essence of the shell change, and the core power is used are 1.5L 99 horsepower engines, and the RS-3 1.5T version is still derived from another model Baojun 530, so the sales are ugly is inevitable.
In recent years, the economic level has developed rapidly, consumer demand is constantly upgrading, market competition has become more and more fierce, and people can buy more comfortable and comprehensive products at the same price in the past. But whether it is Baojun or New Baojun, they are still stuck in the past, the price is no longer advantageous, the product competitiveness is not strong, and the crazy expansion of sales in the past but did not pay good attention to product quality has also laid the bane for today's reputation, the 315 party in 2020 is a heavy blow for Baojun, and it is difficult to escape the impact for new Baojun.