What does winning the consecutive sales title mean for car companies? Perhaps it is the growing brand and the national recognition of breaking the circle, or it may be the sales data that is far ahead, but it may also be that this is just a utopia created by the car companies themselves, such as the alternative of the automotive circle - Gaohe.
The pin crown of 459 vehicles, how the general in the dwarf guarded the position
On the evening of April 12, Gaohe Automobile released a push with the title of "Gaohe HiPhi X won the top sales for four consecutive months, with a market share of 28%". At first glance, many people may be attracted by the keywords "winning the top spot" and "accounting for 28%". Indeed, as an automotive industry that pays attention to the effect of scale, sales volume is a direct reflection of the model and the representative enterprises behind it to a certain extent, but it is clear that high-compatibility is an exception.
The sales crown created by 459 vehicles, in this new force monthly delivery has achieved a stable breakthrough in the market, Gaohe's success is somewhat different. After carefully looking at Gaohe's report card, we found that behind the repeated top-notch, it is actually Gaohe who drilled the loophole in the final sentence. "The sales champion of more than 500,000 luxury pure electric vehicles", this is the key fixation of the list that Gaohe Automobile has been releasing, and under the modification of this fixed term, it is a "utopia" created by Gaohe for HiPhi X. Although it does not sell more than 500 vehicles a month, it is still the king of this "pure land".
But in fact, the high-he-he-HiPhi X, which has an average selling price of 700,000, is in a market with a very small number of competitors. Judging from the results of each month's list, there are less than ten models that can stand on the "more than 500,000 luxury pure electric vehicle sales list", Mercedes-Benz occupies two seats, BMW and Audi each have one seat, Porsche one seat, and the rest is Gaohe HiPhi X and Hongqi's E-HS9, there are only a few competitors, And Gaohe's pin crown is a bit "short inside the general" That taste, although the name is justified, but people can't help but ask: such a "beautiful", how far can gaohe go?
Some people may say that even if it is a general in the short, the High He HiPhi X can be regarded as a top-notch figure, but the reality is that the High He Car only eats the time advantage of the slow layout of the traditional luxury car, and plays a very easy to scare people's appearance advantage. At the moment when luxury brands are accelerating their transformation, what can gaohe, which has its own appearance, rely on what to hold its position, is it an inflated price, or the brand's so-called "luxury" positioning.
There are only two points that can support the high price of the model, one is the excellent product quality, and the other is the intangible value attached to the model, that is, the brand premium. From the perspective of strength, some engineers have commented on it: In addition to enough doors and large sizes, Gaohe HiPhi X actually has no particularly large core competitiveness; in terms of brand value, compared with the same level of BBA luxury brands, Gaohe's "luxury" is not worth mentioning.
The second "future", how good can the future of Gaohe be
As the second brand with an average selling price of more than 700,000 yuan, Gaohe was initially billed by many people as "the Apple of the automotive industry", "China's Tesla", and "the second future". At present, it is impossible to do Apple's leading position in the mobile phone market, and there is still a long way to go from Tesla's absolute dominance in the new energy market, and Gaohe is more like the "second future".
Gaohe and Qiantu Automobile chose a very similar route, with a high price, the shape may be avant-garde, the practicality may not be as good as some of the lower price of the "competitors" to establish the brand luxury label, but the reality is: high price ≠ luxury, the result of nihilism can only be a bunch of "×" brand list, looking for signs that it once existed.
We all hope to use high pricing to help brands stand firmly on the first foot of the market, but we needless to say the fate of the future, everyone understands. In addition to the appearance of McLaren and Bugatti, the future K50 at a price of 700,000 cannot be compared with the product strength of the same price model in the core, and its cultural heritage is too far away from the traditional luxury brand. Sales of less than 200 vehicles eventually led to the demise of the future, and now the price has been reduced to 200,000. And Gaohe now chooses to copy the route of the future car again, can there be any better consequences, I don't think it is necessarily.
The reason why Gaohe HiPhi X can attract the attention of many consumers as soon as it appears, its cool appearance can be said to be the first credit, but with the development of the industry, it is no longer the "only". The release of the Xiaopeng P7 gull wing door version has made the uniqueness of the Gaohe HiPhi X shape disappear, if it is this shape that is preferred, then consumers spend 400,000 yuan to choose Xiaopeng is not more fragrant. Looking at the product strength of Gaohe HiPhi X, the configuration that can be bought at a price of 700,000 yuan includes L3+ level intelligent driving assistance and the home theater that is mainly used by the large screen in the car. And these can be found in the models of new power brands such as Xiaopeng, Ideal, and Weilai, which are lower priced, and only half or even one-third of the price of Gaohe HiPhi X is used, and the competitiveness of Gaohe's products is even more defeated.
If the shape and configuration have made the 700,000-priced high-he-he-He-HiPhi X crumbling, then its normal endurance can become the last straw that overwhelms it. At a time when new energy models are currently on the offensive towards a 4-figure cruising range, The HiPhi X is still rejoicing in the launch of a 650km endurance model, properly indulging in the beauty of self-illusion. Whether it is the future or Gaohe, the blind target of high prices without forming its own core competitiveness that cannot be reproduced is the biggest hidden danger of the brand. When there are more and more similar, or even stronger product power, but lower price models on the market, Gaohe's monthly sales may no longer be 459 vehicles, and it is not impossible to drop to 59 vehicles.
From its establishment to the end of burning all the money, It took five years for Future Auto, and Gaohe Automobile has now entered its fifth year, whether it is a product library or delivery results, Gaohe has not yet formed a scale. Unlike a century-old luxury brand such as Rolls-Royce and Porsche, for a car company such as Gaohe, which has been established for less than ten years and has almost no brand heritage, the delivery volume must occupy a most important position among the key factors for long-term development.
Although initially high-profile, it is also exchanging more diversified and more people-friendly models for volume growth. In contrast, Gaohe Automobile, five years after its establishment, has only one model with an average price of 700,000 yuan so far, and the second car is also priced at 500,000+, in China's passenger car market where 200,000 models account for more than 50%, it is doomed to form a larger-scale delivery for the brand, which also means that for a long time, non-profit will be its norm.
In addition, large-scale delivery is not only an important opportunity to create profitability within the brand, but also externally, it is also the key to continuously stimulating investor confidence. New power brands without profitability, how to grasp the power of capital is crucial to their long-term development. Gaohe, which is not listed, has always been known as the owner of the automotive circle, but in 2022, there is a lot of news that Gaohe is actively seeking cooperation with Swiss banks and Morgan Stanley to promote IPO. Perhaps in the five years since it became an army, Gaohe's money bag has begun to tighten, and it needs the injection of new funds to continue the "burning money" behavior. But the average monthly delivery of three digits, how high the degree of trust, suspect that Gaohe has become the "second runner" people are not a minority, IPO fundraising is not so simple.
Write at the end:
The core competitiveness that was originally proud of has gradually disappeared, and the future of Gaohe is not optimistic at the moment when new players continue to join and the transformation of traditional car companies is accelerating. Behind the sales crown created by the fixed phrase of "more than 500,000 yuan luxury pure electric", in fact, Gaohe has created a beautiful utopia for itself, in the case of only one car and the delivery volume continues to have no breakthrough, the dream is only a matter of time, and even today, the new energy blowout development, will further accelerate its demise.
And Gaohe is not useless, with a novel design, it also brings more diversified possibilities to the current automotive industry, and may also be a clear stream of history, but indulging in the illusion created by itself, in the end, it can only die out like the future car, leaving a chicken feather in the same place.