Xu Jiayin turned around, and it was rumored that Evergrande's first car orders had reached 50,000 units, and it had been questioned that there was no chassis

In the past May Day holiday, Hengchi Automobile, a subsidiary of Evergrande Group, has quietly begun the final preparation before pre-sale. There are rumors that at present, Evergrande's first pure electric SUV Hengchi 5 opened within 10 hours of blind booking during the May Day period, and the order reached 50,000 units. The so-called blind determination means that the consumer pays the deposit when the product has not yet announced the price.

Under the publicity of Evergrande's official hard work, the first car built by Boss Xu is really about to be sold.

For the current Evergrande Group, the automobile industry is its last and most important bottom card, and it is the key to whether Evergrande Group and Xu Jiayin can turn around.

Evergrande recruited agents in 18 cities

Evergrande's road to car building is also extremely bumpy. From the initial launch of 9 models in one breath, to the later return of ungunged living supporting land and industrial land, China Evergrande's reduction of Evergrande automobile shares, etc., when you think it has been suspended in the line, Hengchi 5 appeared in the Ministry of Industry and Information Technology, appeared in Guangzhou Evergrande Center, and then recently Evergrande began to recruit agents extensively, Evergrande's wave of car manufacturing seems to be stable?

According to the previous plan, Hengchi 5, the first mass production car of the Hengchi brand, will officially roll off the production line in June and then be sold.

Evergrande has set a sales target for Hengchi to achieve sales of more than 1 million vehicles in 2025; by 2035, the sales target will exceed 5 million vehicles. Such a grand goal is obviously difficult to achieve by relying on Evergrande's current sales ability.

Not long ago, Hengchi officially announced that it will recruit authorized agents in 18 cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

Judging from the sales model released by Hengchi Automobile, the future sales of new cars will adopt a national unified retail price and carry out order-based sales to ensure sales profits.

Hengchi Automobile's specific requirements for the qualification of agents include: the registered capital of the registered company is not less than 5 million yuan; the site requirements for having business needs, the exhibition hall area is 200-300 square meters, the exhibition area area is greater than 150 square meters, and the positioning is small and exquisite car experience store; the ability to form a qualified management team and have sufficient financial strength.

Judging from the above conditions, Evergrande Automobile's idea of recruiting dealers is similar to that of some new power brands, and these stores are not the 4S stores of traditional car brand dealers, and most of them will be opened in the business circle with high traffic. But the difference is that Evergrande Automobile does not want to sell through direct sales, but uses franchise agents and other methods like traditional automobiles to alleviate the financial pressure of Evergrande Automobile.

Although the conditions and costs of joining traditional car brands are much lower, in view of the current special situation of Evergrande Automobile and Evergrande Group, whether anyone is willing to bet on 200 square meters of showroom and 5 million yuan of funds is also unknown.

In addition, in addition to the construction of sales outlets for new cars, evergrande automobile's after-sales maintenance is also a major problem. After the first mass production car Hengchi 5 is sold and mass-produced, it means that the brand still needs to spend a large part of the money to invest in this aspect, and these franchised or agent showrooms do not have after-sales conditions.

According to evergrande automobile's earliest plan, 1,600 sales centers, 3,000 self-built and authorized maintenance after-sales centers, and 43,000 service outlets will be established nationwide. For now, though, these early plans may not be achievable in the short term.

The new car was once questioned for having no chassis

At the Shanghai Auto Show in April 2021, Evergrande Xu Jiayin, in response to the outside world's doubts about Evergrande's car, showed 9 models in one go, and invited thousands of reporters to visit Hengchi.

But what is slightly strange is that unlike other cars in the auto show, Hengchi's car can only be seen and cannot be touched, and there is a circle of guardrails and staff around it. Some netizens also posted a real picture on the social platform, and found that the chassis of Hengchi 1 was smooth and flat, completely unlike a car with driving functions.

After this incident, the "fake aura" that has been lingering on Hengchi's head seems to have become more real. But then, Evergrande, which was deeply involved in the thunderstorm, had already taken care of itself, and after several months of low-keying, finally in December 2021, it exposed the first car in the Hengchi series to go offline, Hengchi 5.

The outside world has always believed that even Evergrande, which does not have a thunderstorm, has repeatedly been questioned by the "counterfeit car", not to mention evergrande after the thunderstorm, there should be no funds to run Hengchi automobile, did not expect that Boss Xu clenched his teeth in the end, built the car, and also put Hengchi to the "top priority" of Evergrande's strategic development.

On March 22 this year, Evergrande threw out a group of photos of Xu Jiayin presiding over the Hengchi Automobile Conference on the same day, and on the same day, it was Evergrande's global investor conference call, but Xu Jiayin chose to participate in the Hengchi Automobile Conference, which shows its emphasis on Hengchi.

At the Hengchi Automobile Conference, Xu Jiayin mentioned that the mass production of Hengchi 5 should be realized within 3 months, and the date was implemented to june 22, and from the current preparation of Hengchi 5, the progress of mass production is also being implemented as planned.

On April 21 this year, Xu Jiayin also appeared in the Guangzhou Evergrande Center, facing the three Hengchi 5s neatly arranged in the lobby, and even exclaimed " Beautiful! It's beautiful! So frequently creating momentum for Hengchi 5, it can be seen that Xu Jiayin has high hopes for Hengchi's automobile industry.

Can Evergrande build a car successfully?

At present, many so-called car review media on the Internet are extremely praised by Hengchi 5, such as saying that the exterior design of Hengchi 5 has a sense of future technology, from its configuration point of view, large screen, assisted driving and other functions can also compete with the mainstream new cars.

However, at present, Hengchi has not yet finally produced mass production, and the actual driving experience has to wait for the delivery of the model to make a more specific evaluation. But if it is true as predicted by the market, the sales price of Hengchi 5 is about 150,000-200,000 yuan, according to the current configuration of Hengchi, although it is not the top in the industry, it also has a high cost performance, and the market is still looking forward to it.

However, in addition to the price, consumers may also be concerned about whether Hengchi can really mass-produce, the quality of its mass-produced cars, and whether the driving experience is really as stated in its propaganda.

However, The mass production problem of Hengchi, Xu Jiayin himself attaches more importance to it than the market, after all, for the current Evergrande Group, the automobile industry is currently its last and most important bottom card, and the entire Evergrande can be described as "born to die".

If Hengchi can live up to expectations and achieve continuous and large-scale delivery, which means that Evergrande's "automobile dream" still has the opportunity to be realized, on this basis, Evergrande has enough funds to return, and it can continue to invest funds in Hengchi's technology research and development and sales layout, realize the virtuous circle of the automobile industry, and thus win a breathing opportunity for the parent company Evergrande Group.

At present, Evergrande's hopes for Hengchi have long been more than "car-making", and Hengchi New Energy Automobile Sales Co., Ltd., which was established in March this year, its main business scope covers online reservation taxi business services in addition to charging and replacing business, that is, online car-hailing business.

In fact, this means that Evergrande has established a car-making company, but also set up a travel platform, and finally built its own cars, and can also sell to its own travel platform, and finally like Geely's Cao Cao travel, SAIC's xiangdao travel, to achieve multi-point income.

If this is the case, Evergrande's ambitions in the automobile industry are still very large, and its Hengchi 5, which was mass-produced in June, is also the key to whether Evergrande Group and Xu Jiayin can turn around.

Upstream news integrated from Hexun Network, 36Kr, Sina Finance, Phoenix Finance