Cross-border car manufacturing in the country has long been nothing new, in recent years to do air conditioning to build cars, do mobile phones to build cars, do real estate to build cars, do TV also want to build cars, car manufacturing in the country seems to be a new trend, if you do not follow the car, it seems to be the same as the outdated.
But even if there are so many companies playing cross-border car manufacturing, almost none of them are successful, such as Skyworth car manufacturing.
Skyworth, which is not strong and ambitious
For Skyworth's car manufacturing, if it is not a special understanding of the industry, you may not know that Skyworth has built a car. In fact, Skyworth not only built a car, but also went public last year, but Skyworth is a bit "low-key", low-key Skyworth automobile has no sense of existence in the industry. In order to enhance the sense of existence, Skyworth Automobile also recently held the 2022 Global Strategic Partnership Conference, while summarizing past achievements, announcing future development plans and strategic deployments, and also released two new cars - Skyworth HT-i and 2022 Skyworth EV6.
According to Skyworth, in 2023, the launch of a new generation of EV6 will be completed, and the first product of the CE platform will be completed in 2024, the car code name is EA8, positioned as a medium and large CROSS six-seat intelligent cockpit of 200,000-300,000 yuan, and by 2025, the CE platform EA-7 will be launched, positioned as a medium-sized and large-scale "future black technology sports coupe" of 200,000-300,000 yuan, entering the medium-sized car market competition, and will also complete the launch of the first product EA3 on the AE platform.
In addition, Skyworth has also set a target for future sales, for example, this year's sales target of Skyworth Automobile is 30,000 vehicles, the sales target given in 2023 will reach 100,000 vehicles, and by 2025, the sales target will directly rise to 250,000 vehicles, fully exposing its ambitions.
Back to the practical level, although Skyworth Automobile has already launched its first model last year, its performance last year was not good, and it even invented a new sales term - order volume. The so-called order volume is the sum of sales and order volume, Skyworth Automobile only announced the amount of orders to put it bluntly because the sales are too poor, want to make the data look better, in order to achieve the effect of covering the ears and ringing the bell.
According to the data, Skyworth Automobile's order volume in March was only 2046 vehicles, and in 2021, the total sales volume was only 4088 vehicles. Therefore, although the annual sales target of 30,000 vehicles can be easily completed for many car companies, it is undoubtedly a bit exaggerated for Skyworth Automobile.
Product strength is the main reason why Skyworth Automobile is difficult to walk
Obviously, Skyworth Automobile is not satisfactory in terms of sales, in the author's opinion, there are two reasons, one is the chaotic marketing of Skyworth Automobile, the same car is constantly changing its name and changing the soup, it is difficult to open the market; the second is the lack of product strength, Skyworth Automobile has not come up with a product that is sincere enough, giving people the feeling of not being a car-making newcomer, but a well-known big brand.
Taking the Tianmei ET5 listed last year as an example, the Tianmei ET5, which is positioned as a medium-sized SUV, is almost at the same level as the fuel vehicle in terms of pricing, with a starting price of only 152,800 yuan. However, the product strength of Tianmei ET5 itself is not strong, only 4698mm of the car captain is difficult to believe that this is a medium-sized SUV, its intelligent configuration is only available on the top model priced at 198,800 yuan, and the entry-level model has almost no configuration.
More importantly, the comprehensive mileage of Tianmei ET5 is only 410km, without any attraction, even if it is a high-end model, the comprehensive mileage is only 520km, in the same price range, there are too many more cost-effective options than Tianmei ET5, and it is also higher in popularity.
Skyworth HT-i and the 2022 Skyworth EV6 unveiled at Skyworth Auto's 2022 Global Strategic Partner Conference also did not have any highlights. Among them, Skyworth HT-i belongs to the plug-in hybrid car, subject to the technical limitations of Skyworth itself, skyworth HT-i equipped with this plug-in hybrid system purchased from BYD, with a pure electric mileage of 200km, the lowest power loss fuel consumption is 5.3L/km.
At present, the pre-sale price range of Skyworth HT-i is 149,800-19.98 million yuan, and after borrowing BYD plug-in hybrid technology, Skyworth HT-i finally has a certain competitiveness. However, BYD's DM-i super hybrid system has been equipped in BYD models on a large scale, since they are all the same set of plug-in hybrid systems, Skyworth HT-i will inevitably form a competitive relationship with BYD products, and consumers' brand recognition of Skyworth is far less than THAT.
Write at the end:
All in all, Skyworth Auto itself has a grand goal for the future, but it does not have the technical strength to get its hands on, the only selling point may be that Skyworth HT-i uses BYD DM-i technology, but other people's things will not be their own after all, Skyworth Automobile is only empty ambition, and it is too layman for car building.