On April 30, 2021, when everyone was celebrating the May Day holiday, the domestic brand Cheetah Automobile applied for bankruptcy review in the Intermediate People's Court of Changsha City, Hunan Province, on this day, the former military automobile company also came to an end, brilliant for a while, the road back was difficult, Cheetah Automobile ended in Changsha, the base camp of Changsha. Looking back at the history of cheetah cars, it can be described in one sentence: a good hand is beaten thin.
Xiaobian mainly talks about the quality of Cheetah cars today, because in the Chinese auto market, the quality can not escape the eyes of consumers; and the quality problem is the performance of insufficient product strength, which is also related to the gradual decline of Cheetah Cars.
In the car complaint network, search Cheetah car complaints are also a lot, in the complaint column, Cheetah fuel models and new energy models are on the list, it can be seen that Cheetah Car in recent years the car manufacturing process has not been as good as before, dig deep under we come to review Cheetah's brilliant moments.
Cheetah Motors was formerly known as the 7319th Unit of the Chinese People's Liberation Army. Fans and friends who love to watch police films must be familiar with the cheetah models that appear in film and television dramas, in the play, it carries the image of justice of the people's police, and it is also the car to crack down on lawbreakers and criminals.
Even in 2005, the production scale of Cheetah cars has reached 100,000 units, which was the largest SUV manufacturer in China at that time, and its product King Kong is known as a civilian off-road SUV. The Great Wall Motors, which is now popular, in front of the cheetah cars at that time, is only the existence of small witches.
Cheetah Cars sold explosively in the two or three years at that time, thanks to the contribution of its car CS10. However, in 2020, Cheetah Cars sold only 114 vehicles in January, and passenger car sales in February and March were directly zero.
This situation of Cheetah Cars stems from its own lack of product strength. In the early years, Cheetah automobile technology originated from Mitsubishi's Pajero, many products are Mitsubishi Pajero's re-label products, at that time, the product performance was relatively outstanding, but the price was relatively high, it can be said that Mitsubishi's half-foundry industry and commerce. The Cheetah Black King Kong we mentioned above is a domestic model cooperated with Mitsubishi Pajero, which was called Cheetah CFA2030 at the time, which was a household name at the time, and sales accounted for more of the share of Cheetah cars. Therefore, we can understand the development process of Cheetah Automobile, because the counterpart of early products, military channel sales and word of mouth do not have to consider too much, after the military to civilian, in the face of the civilian market, still holding the thinking of the frog at the bottom of the well, the products made are relatively old, the technology platform is old, and there is no timely grasp of customer needs, resulting in today's bleak exit from the edge of the market.
Later, from 2009 to 2017, Cheetah Automobile continued to launch SUV models, but the overall product complaint speed was slower and the product form was older, resulting in product sales being relatively low. When it comes to car companies that have been converted from military to civilian, the development of Changan Automobile and Cheetah Automobile is not the same. The predecessor of Changan Automobile was Changan Machine Factory, which was later renamed Changan Machine Factory. In the 1980s, Changan opened its own car-making road in two lines, one is to cooperate with a large number of foreign car companies with strong technology to obtain advanced management technology and production experience from foreign car companies, and the other is to independently develop commercial vehicles, while meeting the needs of the people, and constantly promoting the Changan brand. Up to now, Changan Automobile's domestic sales are also good.
From the development process of Cheetah Automobile, we understand that product quality is the cornerstone of supporting the evergreen development of a car company. Should Cheetah management be blamed? I don't think so. When Changing the LOGO of Cheetah Automobile at the 2019 Auto Show, Liu Kanglin, chairman of Cheetah Automobile, emphasized the "convenience and immutability" of Cheetah Automobile, "To take the customer as the center, to take quality as the fundamental, first of all, the quality is excellent." In terms of service, where the car is sold, our service will also follow. "It's just that the speech has not been implemented into action, and Cheetah Automobile's own research and development team has not been cultivated, and the technical level is very weak." In the most critical engine field of the car, Cheetah Automobile has been eating Mitsubishi's old roots, the transition stage from National V to National VI, Cheetah Auto can not launch new models for the market, so Cheetah is inevitable to collapse.
With the public release of the "Statement on Stopping the Free After-sales Of Cheetah Cars in China" in August 2020, due to the manufacturer's cessation of spare parts supply and the inability to provide maintenance services, nearly 400,000 Cheetah owners cannot enjoy after-sales service, and future after-sales maintenance needs to be handled at their own expense.
The loneliness of Cheetah Motors has also given some inspiration to auto companies. Nowadays, consumers' quality awareness is more improved, and in Japan, there are theories and methods of "quality circle" and "whole society quality management" for quality awareness, and a large number of technical talents at various levels have also been cultivated. For car companies, the importance of quality is self-evident: complaints about quality problems not only affect the production progress, but also seriously affect the work mood of employees, because product quality is also done by employees. Quality = conscience + sense of responsibility, every car company should measure themselves as a customer, build cars for the people, and build good cars for the people.