In the first thunder of 2024, another new power brand will fall, and Gaohe Automobile will stop production for 6 months

Text/Hughes

On February 18, on this day of resumption of work, a new power car company was exposed to the news that it would stop work, which was Gaohe Automobile, which had been in turmoil before. On February 18, Gaohe Automobile announced a major decision at its internal meeting: the company will suspend production for six months from now on. This means that Hermes, known as the electric vehicle industry, Gaohe Automobile may now also face bankruptcy and bankruptcy.

As early as 2023, the news of layoffs has begun to appear in Gaohe Automobile, and the 20% layoff ratio is quite much. The subsequent withdrawal of the company's stores has led to speculation about the future of Hi-Tech Automobile.

At the beginning of 2024, Gaohe was exposed again to suspend all work, stop the development of new projects, and cancel employees' meal subsidies, transportation subsidies, company shuttles and other benefits. Of course, this has attracted great attention from the automotive industry, and at this time, Gaohe officials responded on social media to refute the rumors, saying that the company is operating normally, and R&D, production, marketing, delivery and other work are progressing normally.

Since then, it has been revealed that at the internal meeting of Gaohe Automobile on the eve of the Spring Festival, it was announced that the salary would be delayed, the year-end bonus would be cancelled, and the reimbursement would be in arrears for 3 months, etc., and employees were advised to find their own way out. This time, Gaohe did not refute the rumors again, but said that it was true, and according to the actual situation of production experience, Gaohe Automobile is taking adjustment measures such as senior executives taking the initiative to reduce salaries and delay salary payments to face internal and external challenges.

The various rumors exposed are not groundless, but indeed traceable.

On February 18, at the internal meeting of Gaohe Automobile, it was announced that it would suspend production for six months from now on. According to Gaohe Automobile, employees before February 18 will be paid as usual, employees who remain at Gaohe Automobile before March 15 will only be paid basic salary, and employees after March 15 will only be paid basic salary in Shanghai. The basic salary in Shanghai is 2,590 yuan, which is forcing employees to leave their jobs on their own.

It has only obtained a high investment of 40 billion yuan from Saudi Arabia, and now it is embarrassing to say that it is nothing, but this is indeed predictable.

When a car company goes bankrupt, the main problem must be poor sales, resulting in serious losses, and in the end, it is really impossible to persevere. Gaohe, which is positioned as a high-tech luxury, is indeed very dismal in terms of sales.

Unlike most other new power brands, Gaohe's operation has always been a mystery, and it has almost never disclosed its financing and financial situation to the outside world. In 2021, Gaohe Automobile sold a total of 4,237 vehicles. In 2022, Gaohe Automobile sold a total of 4,349 vehicles. In 2023, Gaohe did not announce the sales situation, which may also be lost.

The main reason for the poor sales is definitely that it is expensive. At present, the three models on sale of the brand range from 330,000 to 800,000 yuan, which is indeed not cheap. In addition, presumably everyone's impression of the brand is that exaggerated design, and one word is handsome. In the car market a few years ago, it was really amazing enough.

After several years of development, Gaohe seems to have almost no progress except for handsome, since the main technology, but there are no cutting-edge technologies, which is placed in the current fiercely competitive automobile market, there is no advantage at all, there is no competitiveness at all, and now consumers are also so fresh, and they will not buy a car of seven or eight hundred thousand because of handsomeness alone.

Of course, Gaohe also saw that the current situation is not optimistic, and launched the relatively lower price of HiPhi Y, with a starting price of 330,000 yuan to make more people affordable. However, there are still not too many bright spots, and there is no advantage over competing products at the same price, and sales still can't go up.

Although in today's booming automobile market, there are more and more high-priced domestic cars, such as Yangwang U8, Wenjie M9, Ideal L9 and so on. And these models have their own highlights, either focusing on luxury black technology, or focusing on comfort or intelligence, all of which have their own highlights, so that they can stand out. And the highlight of Gaohe, in addition to being handsome, in addition to being expensive, I can't think of anything else.

Write at the end:

2024 is a year of more fierce competition, and if you can't keep up with the pace of the times, there is a risk of falling behind or even going out of business, so who will fall next?