In the domestic car market in 2021, in addition to BYD Han, another model with a relatively high volume of voice is probably GAC Trumpchi Trumpchi Shadow Leopard, this compact sports car priced at 98,300 yuan - 131,800 yuan, with 1.5T power to bring 6.96 seconds of 100 km acceleration time, and the shape design of this car is also full of sports atmosphere and future technology. Therefore, after the listing of this car, it has rapidly increased in sales, and it will be listed in August 2021, and the sales volume in October and November will reach 10,021 and 10,052 units respectively, which is an excellent performance in the domestic car market. Of course, in contrast to the relatively excellent sales of this car, Trumpchi Shadow Leopard is also a variety of "full firepower" on the Internet, and the degree of discussion is very high, as if it is a "net red" model in the field of independent brand cars in 2021.
However, after entering 2021, this net red model seems to have signs of "collapse", the sales of Shadow Leopard in January 2022 was 4458; the sales volume in February was only 2002, compared with the peak period, the monthly sales of more than 10,000 vehicles, the sales of this car in 2022 can be said to have a cliff-like decline, and the ranking in the field of independent brand cars is also rapidly declining. As a much-discussed Internet celebrity model, from monthly sales of over 10,000 to barely more than 2,000 vehicles, Shadow Leopard has only taken less than half a year, why is this happening?
According to GAC Trumpchi, the sales volume of some of GAC Trumpchi's models declined, mainly due to the lack of supply of ZF DP-ESP steering system chips, but it should be noted that GAC Trumpchi officials did not directly say that the sharp decline in sales of Shadow Leopard was affected by the shortage of chips. And more importantly, the chip shortage is the whole industry, other brands of models in sales still showed a growth trend, such as the same car BYD Qin series models, February sales reached 24501 units, a year-on-year increase of 1289.7%, so the chip shortage must not be the core reason for Shadow Leopard's sales.
In our opinion, the sales of shadow leopards may be related to the fact that the market for this small steel cannon itself is relatively "narrow". We see that the positioning of the Shadow Leopard is a very young performance compact car, so in fact, it can attract a lot of young consumers, but in terms of proportion, most consumers will still choose models with a relatively moderate appearance, relatively large space and size, and low fuel consumption, such as Langyi, Xuanyi, Qin PLUS and other models. Therefore, the market space of shadow leopard itself is not so large, many advocate power, appearance personality, but the budget is not much young consumers, may have purchased this car, the market has a relatively saturated state, so there are not so many consumers who buy this car later.
Of course, the more difficult problem is that, like many "Net reds", the appearance presented to the audience and the original level are two different things, the shadow leopard listing in the past few months, the amount of complaints is also very large, we have inquired about the complaint about the shadow leopard on the car quality network, we can see that the reasons for the complaint are really various, of which the relatively concentrated complaints are the problems of body accessories and electrical appliances, such as battery failure, video and audio system failure, of which the battery failure of the complaint volume is more. So from this point of view, in fact, you can peek at the leopard, see the "weakness" of the shadow leopard car, because in other models, the possibility of the scale of the battery is not large, and the shadow leopard is complained about the battery problem, most of them are new car battery loss resulting in the inability to start the vehicle, which is a 100,000 car product, more or less a little primary! Therefore, under various complaints, it is also very possible for many consumers to abandon this car.
However, there is also a more important problem that the "human settings" that shadow leopards have been established on the Internet are too unfriendly! We see that there are many shadow leopard owners on the Internet who use various provocative words to despise other performance car owners, basically the same kind of argument that the shadow leopard is invincible. But sober people know that the Shadow Leopard is just a 100,000-class compact sedan, and the overall performance is just like that, not so strong. The shadow leopard has been "embraced" by car owners to become a strong performance car, and many car owners are very angry on the Internet. Then in this case, in fact, many consumers will choose to bypass this car, because many netizens may have labeled the owner of the shadow leopard not very good, and these consumers are not willing to be labeled, and through the above discussion we can also see that the shadow leopard is not a very qualified model, even the battery such a very primary component can have problems.
So in fact, for Shadow Leopard, it can be said that it is a phenomenon-level product, its hot sales show many consumers with relatively small budgets for the pursuit of performance cars, and its sales "collapse", indicating that the market and consumers will eventually return to rationality, and the consolidated product performance is the core advantage of a long-term solid sales of a model.