"Jiangdong's children are talented, and it is unknown that they will make a comeback." Victory or defeat is a common thing for soldiers, but if we do not give up, we will have hope of making a comeback. For Zotye Auto, this should be one of its credos.
Recently, Zotye Auto, which once disappeared from the public's field of vision, issued an announcement revealing two important news. First, Zotye's first batch of resumed production of T300 models has held a production ceremony, which also means that the new car is not far from the launch and sale. Second, Zotye obtained a huge amount of money "blood transfusion", and the 6 billion yuan fixed increase capacity expansion plan passed the shareholders' meeting. Coupled with the rise and fall of ST Zotye's stock price, it shows that the capital market is also optimistic about the resurrected Zotye.
Switching to a new track, Zotye wants to live a new trick
Zotye, a car company with a polarized reputation. People who like it like it very much, because the price of Zotye cars is relatively close to the people, and the "cottage" ability is first-class, and the most famous "Porschot" allows some people to realize the dream of "luxury cars". There are also many people who dislike it, believing that Zotye's approach has lowered the threshold of Chinese car brands, and Zotye's "measuring tape" has damaged the image of other Chinese car companies.
However, it turns out that if Chinese car brands want to succeed, they really have to go out of the original route. Zotye is a good example, after experiencing the peak of annual sales of 300,000 vehicles, Zotye Auto embarked on the road of stopping production and closing 4S stores. In the first half of this year, Zotye Auto had a net loss of 277 million yuan.
Now that it has made a comeback with huge funds, Zotye Auto has also changed its development thinking. According to Brother Xuan's understanding, Zotye intends to spend 6 billion yuan in this way. Among them, 4.73 billion yuan will be used for the development and R&D capacity improvement of new energy intelligent networked vehicles, 468 million yuan will be used for channel construction, and 800 million yuan will be used as reserve funds. Entering the new energy vehicle track, Zotye has reached a cooperation agreement with the Bishan District Government of Chongqing Municipality, and will build a new energy vehicle production base with an annual output of 100,000 vehicles there. Relevant information shows that Zotye has planned four new energy vehicles, including three pure electric large and medium-sized SUVs and a pure electric sedan, but the specific new car news has yet to be announced.
From the objective environment, most car companies have gained certain technical experience in the field of new energy vehicles through the accumulation of several years or even more than ten years. In contrast, some car companies have been ahead, and Zotye is somewhat belated. However, Zotye Auto may not have no chance.
On the one hand, according to the extremely cost-effective route that Zotye Auto has taken in the past, there will be no less loyal fans. In particular, the price of new energy vehicles has soared, and consumers are very eager to launch new cars with affordable prices. In the past, Zotye could make Chinese consumers realize the "luxury car dream" with a very low price, and perhaps you can look forward to Zotye new energy vehicles with affordable prices and luxurious configurations. On the other hand, Zotye has long been laying out the field of new energy vehicles, and Zotye's Zhidou Auto is the first batch to enter the mini pure electric vehicle market. It's just that when the time was not right, Zotye did not successfully open up a new track like Wuling.
Chinese car companies in the stage of bankruptcy and restructuring, do Cheetah and Brilliance still have a chance?
With the rise of new energy vehicles, Chinese car companies have also encountered a major reshuffle in recent years. Some established car companies have gradually faded out of the public eye, sales have plummeted, and 4S stores have also plummeted. The so-called several joys and some sorrows, new forces and old car companies have lost one after another, which is also the result of the market waves. It's just that for these Chinese car companies standing on the verge of elimination, most Chinese people express regret. Since Zotye cars can come back, do they have a chance?
For example, Cheetah Motors, which entered bankruptcy and reorganization procedures this year, fell to the bottom from annual sales of 125,000 units, but in just a few years. Cheetah Motors once based on the market with military quality and Mitsubishi technology, launched Cheetah Black King Kong, Feiteng and other models, and occupied a place in the domestic off-road vehicle market. After the SUV boom in China, the CS10 and CS9 launched by Cheetah are also quite popular. Unfortunately, Cheetah's highlight ended in 2018. This year, due to the quality control of CS10, sales were directly cut. By 2019, Cheetah sales fell again, with annual sales of only 32,500 units. In 2020, under the dual pressure of the black swan of the epidemic and the cold winter of the car market, the annual sales of Cheetah cars fell to 1,000 units, and problems such as the breakdown of the capital chain intensified the "death countdown". Where is the turnaround for Cheetah cars? The outcome of the rearmament is worth paying attention to.
Brilliance Auto, which once created a "Chinese" series of popular models, has also touched the hearts of the Chinese people. In 2020, Brilliance Group thundered, with a total debt of 71.8 billion yuan. Although holding the "cash cow" of BMW Brilliance, it cannot get rid of dependence and realize the independent development of its own brand, and the Chinese people "mourn their misfortune and are angry". At present, Brilliance Auto is also in the stage of bankruptcy and restructuring, and the prospects are bleak.
The resurrection of Zotye Auto has once again attracted the attention of the Chinese people to other Chinese car companies. From the scenery is infinitely good, to bankruptcy and restructuring, it is only a few years. Many car companies did not want to make progress in the days of nourishment, and eventually fell into the quagmire. However, for China's automotive industry, the fall of a car company, as well as the closely related upstream and downstream supply chains, have been affected, and taxation, employment and other issues cannot be ignored. Is it a comeback, or is it going to fall? Can Brilliance and Cheetah still turn over?