Another joint venture car is discontinued!

According to the domestic media Economic Observer, recently, an internal employee of SAIC Chevrolet revealed to it that the Chevrolet Cruze is going to stop production, because it can't make money, and the current business situation of the entire SAIC-GM is not good, and there is no way to lose money to raise Chevrolet. Another employee said that not only the Cruze, but also Malibu will be discontinued, and the two models account for more than 80% of Chevrolet's sales.

SAIC-GM has three major brands: Cadillac, Buick and Chevrolet, and compared with Cadillac and Buick, the Chevrolet brand is inferior to the first two in terms of sales and market volume in recent years. According to the sales data disclosed by SAIC-GM, in 2023, Cadillac will sell a total of 183,000 units, Buick brand sales will sell 516,000 units, and Chevrolet brand sales will sell 169,000 units. Chevrolet's sales were low among the three brands. At the same time, Chevrolet is positioned in the economy market, and the product premium is insufficient.

At present, the guide price of Chevrolet Cruze is 94,900-108,900 yuan, but its terminal preferential space is as high as 3 or 40,000 yuan, and the price of its entry model can even come to less than 60,000 yuan. The price reduction of Malibu XL is even more exaggerated, its guide price range is 175,900-219,900 yuan, but the entry model has been reduced by more than 60,000 yuan, and the price of naked cars has even entered within 120,000 yuan. Although for consumers, the more price reductions the more affordable it is to buy a car, for manufacturers, such a business strategy is difficult to last.

In the past two or three years, like most joint ventures, SAIC-GM has suffered from declining sales and losing market share in the Chinese market. Data shows that in 2017, SAIC-GM's domestic sales reached a peak of 2 million vehicles. Since then, as China's auto market has entered the stock era and the new energy market has exploded, SAIC-GM, which is the main sales force of fuel vehicles, is facing increasing pressure.

Especially since the beginning of this year, with the start of the domestic new energy vehicle price war, joint venture car companies have become more and more difficult. If you reduce the price, you may lose money, and if you don't reduce the price, you won't even have customers. From Hyundai Kia, to Mazda, to Skoda, and now to the Chevrolet Cruze...... These once "high" joint venture brands are all facing different difficulties in the Chinese market today. With the continuous improvement of the penetration rate of new energy vehicles in China, those joint venture brands that cannot adapt to the market will disappear in the long river of history.

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