Media reports pointed out that due to the global recession, it was reported that its sales staff were forced to use the method of swiping orders to complete KPIs, and as the spread of the news has attracted the attention of the American media, the stock price plummeted for 2 consecutive days, and its senior management began to rectify.
According to the data of the global electric vehicle sales ranking in the first quarter, a foreign-funded car company that once led the global electric vehicle market saw its sales fall by 8% year-on-year in the first quarter of this year and plunge by 20% quarter-on-quarter, which is the first quarterly decline in its past four years, which is inseparable from the intensified competition of many electric vehicle companies.
The first is the fierce competition among Chinese electric vehicle companies, which is the world's largest electric vehicle market, with 6.8 million electric vehicles sold in 2023, accounting for 60% of global electric vehicle sales, and this market is precisely the most competitive market.
Since the beginning of the year, due to the collapse of electric vehicle sales in January and February, domestic electric vehicle companies have sharply reduced prices and promotions, and a domestic electric vehicle company has cut prices by 40,000 to 70,000 yuan, and it has achieved a sharp increase in sales, and the monthly sales volume has risen to 300,000 again, and the proportion of domestic electric vehicles in the new car market has also exceeded fifty.
The second is the fierce competition in the global market, the first quarter of the data shows that BMW, Volkswagen, Mercedes-Benz and other traditional fuel vehicle companies sales soared, they have ranked among the top seven in the world, and five of the top seven are traditional car companies, showing that consumers began to choose traditional car companies when buying electric vehicles.
Consumers choose the electric vehicles of traditional automobile companies such as BMW and Volkswagen because their electric vehicles are safer and give priority to the safety of the car, especially the users of traditional automobile companies such as BMW, Mercedes-Benz and Volkswagen are extremely loyal, and they trust the brand more than advanced technology.
Electric vehicle companies have emphasized that only electric vehicles are more suitable for autonomous driving, but Mercedes-Benz has launched L3 autonomous driving earlier than other electric vehicle companies, and promised that the accident losses caused by autonomous driving technology will be borne by it, which is the first car company in the world to launch L3 autonomous driving, proving that fuel vehicles can also do autonomous driving, and safer.
At a time when China's electric vehicle companies and traditional auto companies are stepping up their offensive into the electric vehicle market, the foreign-funded electric vehicle company is starting to be reluctant to forge ahead.
China's electric vehicle companies have launched models below 200,000, BMW, Toyota, etc. have greatly reduced the price of fuel vehicles, and recently a BMW model has been sold at a halving price, while the foreign electric vehicle company has limited price reduction; Its own new model has been missing for a long time, and the model below 200,000 has been heard only by the sound of stairs and no one has come down, resulting in a loss of market competitiveness.
Product competitiveness is insufficient, enterprises do not reflect on their own business strategies and product strategies, they began to transfer the pressure to the front-line sales staff, requiring the front-line personnel to complete the KPI indicators they imposed, and even a middle-level manager wantonly scolded the front-line sales, so the front-line sales staff appeared to pay 1,000 yuan out of their own pockets to make a deposit to brush the order, create fake test drive data, etc., which became a global scandal.
It can be said that this foreign-funded electric vehicle company has fallen to such a point, it is completely its management does not want to forge ahead, does not have an in-depth understanding of the market as a result, in the face of changes in the market is not to change their own strategy, to speed up the model upgrade, but to try to achieve the predetermined sales target by pressing the front-line sales staff, and finally become today's brush scandal, in the long run, the foreign-funded car company will decline rapidly, just like many once well-known companies in history, become a flashing meteor, quickly disappear.