We often use high and low to describe stocks, but it seems appropriate to put them on Jietu cars. In the early days of the brand, with its high cost performance, Jietu Automobile quickly achieved the title of "dark horse" in sales, and even created a "Jietu Speed" of 400,000 vehicles in three years. But this good luck did not last long, this year has been a sharp decline in sales for 3 months, obviously the start is quite unfavorable, how to save this situation next?
Sales and product strength declined
I believe that everyone also knows that Jietu Automobile is a sub-brand that carries great hope after Chery Automobile. In terms of sales, Jetway's cumulative sales in 2020 reached 126,595 units, and 2021 ended with cumulative sales of 154,000 vehicles. Driven by such achievements, Li Xueyong, general manager of Jetway Automobile, put forward a sales target for 2022: to guarantee 200,000 vehicles and strive for 300,000 vehicles. Compared with the sales volume of the previous two years, this target is quite pragmatic.
Unexpectedly, just entering the 2022 shortcut, it was hit by "Waterloo". As of the end of February 2022, Jetway Had not reported separate sales for two consecutive months, and in March, it reported global sales of 10,006 units, less than half of the 20,000 units in December last year. What is this gap?
Take Jietu Sales Crown, when the X70 was launched, it just conformed to the trend of the market, and the appearance, configuration and price were in line with consumer expectations, and nearly 20,000 vehicles were sold in a single month. With a good start, the Jetway X70 should be smooth sailing in the Chinese market. But looking at the sales figures for March, there are only 5,600 lackluster vehicles. Is the product force insufficient, the product quality is not good, or the service is not active?
From the promotional poster, I learned that the Jietu X70 labeled itself with a super quiet cockpit, a lifetime free warranty for the whole vehicle, and intelligence. Of course, the beautified wording can improve the purchase rate, but the key is that there are many consumer feedback, it has a steering wheel noise, engine shaking and lights are not bright and other aspects of the complaints, these are its "word of mouth" collapse, sales have declined one of the reasons.
New cars are not competitive enough
It can be seen that product quality is the foundation of a brand. Even if no effort is spared in publicity, the product strength is too different from the actual situation, which will leave a "deceptive" impression on consumers, and the final result is that the confidence in the Jietu brand is greatly reduced. Since the products on sale have suffered "setbacks", it is better to launch new products to make consumers change their minds.
To this end, just entering 2022, Jietu has released concept cars and new cars. On the last day of February, Jietu X90 Zilong ushered in the official listing, and the official guidance price was 139,900-16.39 million yuan. Compared with the models on sale, this price is really not low, so is the new car worth this price? Specifically, jietu X90 Zilong is equipped with Chery Kunpeng power 2.0T engine, matching 7DCT wet dual-clutch transmission, the maximum power is 187kW, the maximum torque is 390N·m, in the domestic brand and even the joint venture brand, are considered to be a strong presence.
According to the law of the car market, with the blessing of new cars, sales should increase. But Jietu Auto does not seem to play according to the routine, and does not publish specific data, only discloses global sales, why is this?
When the editor was puzzled, Jietu Automobile announced a set of high-definition pictures of the interior of Jietu Dasheng, and some netizens said: "From T-X to Dasheng, it is really awakened!" When will the designers of Jietu lend it to Xingtu for use", it can be seen that Jietu's new car is very much in line with the aesthetics of current consumers. Not only that, as the first model created by Chery's "Kunlun" structure, Jietu Dasheng is equipped with L3-level intelligent assisted driving, as well as Huawei's technical support. So, can the new car become the strongest "auxiliary" and bring Jietu Automobile back to the "peak" period?
Auto Network Review: Can Jietu Auto create brilliant again
In 2022, a number of car companies have made a good start, and in a celebration, Jietu Automobile is particularly lonely. However, Jietu Automobile has set a target of challenging 300,000 annual sales, whether it is "boasting about Haikou" or self-confidence and optimism, we all hope to see a different Jietu.
Perhaps, for Jietu Automobile, if you want to win this game in the future, you still need to understand the real needs of users. But what is more worthy of attention is whether Jietu Automobile can have the determination to comprehensively enhance its own strength. Mr. Li Xueyong once said: "China's market competition is very cruel, but Jietu is very lucky and happy. "But how long will this luck last? And what kind of breakthrough will there be after the launch of the new car? It's really worth looking forward to.
However, it is certain that the challenges that Jietu Will face are more arduous, so can it be saved by new cars to save the decline in sales? It also needs to wait for the test of the market.