Behind the turnaround in the first quarter: the safety of the M7 was questioned again due to a serious car accident, and the brand may be re-examined by focusing on marketing and ignoring R&D

Producer: Sina Finance Listed Company Research Institute

Author: Hao

On the evening of April 29, Cialis released its annual report and quarterly report.

In 2023, the company's operating income will be 35.842 billion yuan, a year-on-year increase of 5.09%, and the net profit attributable to the parent company will be -2.450 billion yuan, and the loss will be narrowed year-on-year, and in the first quarter of this year, the company's revenue will be 26.561 billion yuan, a year-on-year increase of 421.76%, and the net profit attributable to the parent company will be 220 million yuan, a year-on-year turnaround.

However, just when Cialis had just crossed the quarterly profit and loss line, an extremely serious car accident in the M7 once again dragged the company into the center of the whirlpool of public opinion. Although the final conclusion is not very clear at present, some of the responses of Cialis may not be in line with the facts, and the problems exposed in product quality, especially in terms of safety, have aroused a high degree of doubt in the market.

It is understood that the important AEB system of the M7 involved in the accident is not equipped with Huawei and Bosch products, and is likely to be purchased from a domestic company with a lower reputation; at the same time, the owner's manual clearly states that "the door can be automatically unlocked after a collision", but the door cannot be opened after the accident, which greatly delays the rescue of the driver and passengers.

In fact, the defects related to driving safety are not so much, it has been revealed that the M7 has a deformation of the A-pillar in the crash test, resulting in a low safety rating, and quality problems such as the lowest range achievement rate.

It is important to note that the recurrence of these problems may not be accidental. In recent years, the sales investment of Cialis has been increasing, surpassing and significantly higher than R&D investment, driven by the Huawei brand, the sales volume of Wenjie has increased significantly, and the sweetness of Cialis has become more and more obvious in terms of emphasizing marketing and ignoring R&D.

In fact, the main business of Cialis has experienced from seat springs, shock absorber parts, to motorcycles, and then to cooperate with Dongfeng mini car, its accumulation in the field of passenger cars is not deep, and it has not been recognized by the market for a long time.

The occurrence of this serious car accident may allow the market and consumers to get rid of the "Huawei halo" shrouded in the world of questions and re-examine the real brand competitiveness of Cialis.

The quality problems behind serious car accidents cannot be ignored The potential safety hazards have been exposed before

On the afternoon of April 26, a Wenjie M7 vehicle in Yuncheng, Shanxi Province rear-ended a sprinkler truck on the highway, and all 3 drivers and passengers were killed.

Two days later, on April 28, after the matter was on the hot search, the question world issued a statement saying that the model of the incident was an entry-level non-intelligent driving version, not equipped with Huawei's high-end intelligent driving assistance system, but the Bosch solution, the working range of the Bosch scheme AEB is 4-85km/h, and the speed of 115km/h at the time of collision has far exceeded the Bosch AEB trigger range, there is no situation where the airbag is not working and the characteristics of the power battery pack are normal, and the specific cause of the fire needs to wait for the investigation results of the traffic police department.

After that, in the face of the question of "unable to open the car door during rescue", the customer service responded that "at present, most vehicles do not have automatic unlocking function, and the driver and passenger in this accident have lost consciousness and cannot open the door from the inside of the car, regardless of whether it is an invisible door handle, and the external rescue can only smash the window."

However, Bosch quickly issued a statement in response to the Wenjie M7 Shanxi Yuncheng accident, saying that "after investigation, the vehicle involved was not equipped with the Bosch intelligent driving system (including AEB)", and public information also showed that the Wenjie M7 owner's manual clearly stated that the vehicle "will automatically unlock after collision".

Although the final conclusion of the accident is still unclear, the above-mentioned official reply alone further calls into question the credibility of the questioning community.

It is worth noting that, based on the existing information, it can be basically determined that the M7 in the incident, which is related to driving safety, is not equipped with Bosch or Huawei systems, but is likely to be the product of a domestic manufacturer with a lower reputation.

At the same time, after the accident, it is a fact that the automatic door unlocking function of the M7 has failed, resulting in the door of the car being unable to open from the outside, delaying the time for the treatment of the driver and passengers.

In fact, before the accident, the question industry had already exposed the relevant hidden dangers in terms of vehicle safety.

It is understood that the third-party authority "China Insurance Research Institute" has previously released the safety test results of a number of popular models of new forces, including Ideal L9, Xiaopeng P5, Wenjie M7, etc.

Relevant information shows that in the test of "25% offset collision on the driver's side front", the A-pillar of the M7 is suspected to be deformed, and the vehicle structure and the upper part of the passenger compartment in this project are both A, which is lower than the G rating of Li L9, Lynk & Co 09 and other models. The quality of AITO's questioning, especially the safety issue, was once seriously questioned.

In addition to potential safety hazards, the M7 also ranked first from the bottom in the "endurance achievement rate" test ranking of the car emperor, and caused strong protests from Yu Chengdong and AITO officials.

The tragic car accident in which three people died may make car companies and consumers really pay attention to the quality of the brand, especially the quality of driving safety.

Huawei's halo blessing emphasizes marketing over R&D, and the brand power and product power may need to be re-examined

It is worth noting that the repeated quality problems of the Wenjie brand may not be accidental.

From 2021 to 2023, the company's sales expenses increased significantly from 1.28 billion yuan to 5.465 billion yuan, and the sales expense ratio increased significantly from 7.7% to 15.3%, and the company's investment in sales exceeded and significantly exceeded its investment in R&D. Driven by the Huawei brand, the sales of Wenjie have increased significantly, and the tendency of Cialis, which has tasted the sweetness, to emphasize marketing over research and development has become more and more obvious.

In fact, the earliest predecessor of Cialis can be traced back to 1986 Chongqing Baxian Phoenix Electric Spring Factory, which mainly produced seat springs at that time, and then cut into the field of auto parts such as automotive shock absorbers. In 2002, the company began manufacturing and selling motorcycles, and later cooperated with Dongfeng Motor to produce mini cars under the Dongfeng Xiaokang brand.

Throughout the development history of Cialis from seat springs, shock absorber parts, to motorcycles, and then to mini vehicles, its accumulation in the field of passenger cars is not deep, and it has not been recognized by the market for a long time.

After this serious car accident, the market and consumers may be able to remove the "Huawei halo" that shrouds the world and re-examine the real brand competitiveness of Cialis.