From "R" to "Feifan", as the "second generation", the development process of Feifan Automobile is far from the same type as Lantu, Zhiji, Deep Blue, etc., and even, earlier this year, it was rumored that it would end independent operation or even "go out of business". At that time, the official responded with a sentence of "everything is fine", ending the rumors.
But "Isn't Feifan bankrupt?" still remains in the hearts of some consumers. On May 12, a more convincing "response" than "everything is fine" came from Feifan - "Can't hide!" A new member of the Feifan family is here", judging from the official content, this car is named Feifan RC7. It is understood that Feifan RC7 may be launched within this year, and the declaration has been completed.
The appearance of this new car at least shows that there is no basis for the statement that Feifan Automobile "went out of business", after all, how can there be a new car when it is about to go out of business? However, for Feifan RC7 and Feifan Automobile, the pressure they are facing now is indeed not small, and boosting sales is the focus of Feifan Auto and Feifan RC7 in the future, and Feifan RC7 is likely to be a product that is not allowed to fail.
Sales are king Feifan Auto urgently needs to increase sales
Since entering 2024, the market performance of Feifan Automobile has been poor, and the sales performance of both Feifan R7 and Feifan F7 has not been satisfactory. In March this year, the news that "Feifan Automobile will lay off 70% of its employees" spread, and rumors of "bankruptcy" and a full merger of SAIC Passenger Vehicle also appeared.
Later, Feifan Auto announced that the company was "all well", and said that on the premise of ensuring independent operation, the company further deepened the "asset-light" strategy, optimized business functions by strengthening the synergy with SAIC's related advantageous resources, focused on the core business closely related to users, improved the overall operational efficiency, and responded to market changes with a healthier and more stable attitude.
Feifan Automobile's "everything is fine" has certainly ended the "bankruptcy" rumors, but its unsatisfactory sales performance is still a real problem, and it is also the "basis" of the "bankruptcy" rumors. "All is well" is not enough to make Feifan "safe". In the above announcement, Feifan Auto also revealed that in mid-2024, Feifan Auto will also release a new "blockbuster model", which is naturally a strong evidence of Feifan's survival and development.
In fact, after the rumors of "bankruptcy" in March, Feifan's presence in the market has weakened, but judging from the recent actions of Feifan, it is obvious that it is trying to find a way to boost sales.
A clear example is: in April, Feifan Automobile was approved for the Shanghai Municipal Government's official vehicle procurement project, and Feifan F7 was officially selected as an official vehicle for municipal agencies, becoming the country's first government procurement official car with separation of vehicle and electricity. According to the "Implementation Measures for the Administration of Official Vehicles of Shanghai Municipal Party and Government Organs", the new energy car type of official vehicles must meet the requirements of a unit price of less than 180,000 yuan, while the pure electric F7 sedan launched by Feifan Automobile adopts the vehicle-electricity separation purchase plan, and the purchase threshold can be lowered to 145,900 yuan, which meets the purchase standard of government cars and has higher comfort.
On May 10, the Shanghai Municipal Administration and Feifan Automobile Technology Co., Ltd. jointly held an exchange meeting on the promotion and application of pure electric vehicles separated from vehicle and electricity, and 15 municipal agencies and 16 district airport authorities in the city were invited to participate. Obviously, this is another move by Feifan Automobile to carry out corporate business. It is true that compared with the public market, family cars have more users and have greater market potential, but for Feifan Auto, public sales are also a good way to increase sales.
In addition, from R7 to F7, Feifan Auto has always used technology and comfort to serve users, especially family users. It opens up a new idea of corporate sales, and it is also a manifestation of actively changing the status quo of low sales.
RC7, a product that is not allowed to fail
As far as Feifan's existing market performance is concerned, it urgently needs a popular model to change the status quo. The Feifan RC7 is the key to proving the survival of the Feifan Automobile, and it is also the key to turning the current situation of the Feifan Automobile, and in a way, it is a product that cannot be allowed to fail.
Judging from the declaration information, the length, width and height of Feifan RC7 are 4860/1920/1660mm, and the wheelbase is 2935mm, positioning a medium-sized SUV. In terms of size, it is smaller than the Feifan R7, which may mean that the Feifan RC7 has more agile handling and higher driving stability. What's more, according to the price system of the Chinese market, the smaller Feifan RC7 will most likely be cheaper than the Feifan R7.
The starting price of the Feifan R7 is 184,900 yuan, which is definitely not an easy model for independent brands, and the starting price of the two models of Feifan Automobile is more than 180,000 yuan (non-vehicle-electric separation). It is conceivable that the Feifan RC7 may take on a larger volume task. At the same time, Feifan RC7 supports the separation of vehicle and electricity sales model, which not only has one more choice for consumers, but also has one more option to reduce their budget.
Of course, as a new model, the Feifan RC7 is also of great significance to fill the Feifan automotive product line. Looking back on the history of the "second generation" of the domestic automobile industry, low sales are almost a common feature in the initial stage, especially the "second generation" that is related to the "high-end", and it is difficult to get a good ranking in the market sales list with one or two models in the early days.
Feifan Auto is out of sale in ER6 and the early Marel R, and currently only F7 and R7 support the brand, obviously need a new brother to support the façade, Feifan RC7 came at the right time. Of course, in today's market environment, the price war accompanied by "involution" also puts forward higher requirements for Feifan RC7, and how to provide a "ceiling" level product force while giving a "bottom plate price" is also a problem that Feifan Auto needs to think about.
If you start counting from R car, the development history of Feifan Automobile is less than 5 years, and if you start counting from "Feifan", the history of Feifan Automobile is less than 4 years. Judging from the twists and turns of the development history of the new car-making forces and the "second generation", Feifan Auto has grown up for a short time, and the adjustment is larger. Whether it is the market or SAIC, there may be enough patience for Feifan Automobile.