By consulting the materials, the most frustrated 10 automobile brands in 20 19 years are summarized, namely, Dongfeng Fengxing, Zotye, Alfa Romeo, Brilliance China, ds, Baowo, Haima, Lifan, Changhe and SWM Siwei. Among them, Dongfeng Fengxing has the lowest known sales target completion rate, only achieving 50.5% (this is the data after adjusting the sales target twice), while Lifan and Zotye Automobile have the most known losses. The former only lost 2.633 billion yuan in the first three quarters of 2065438+2009! The latter was caught in the situation that the company's assets were repeatedly enforced by the court and the shares of major shareholders were frozen.
1 Dongfeng Fengxing adjusted its sales target twice, and the achievement rate was only half.
Reason for entering the list: in the second half of 20 19, the sales target was reduced by nearly 40%, but it was still not reached.
In order to achieve the annual sales target of 20 19, Dongfeng Fengxing completely replaced the senior management at the end of 20 18, and the former general manager, party secretary Tan, vice president Mo Rongbo and Mao Weiguo were all replaced. After the new general manager Tang Jing took office, Dongfeng Fengxing set a sales target of 230,000 vehicles at the beginning of 20 19, but the sharp decline in sales in the first half of the year forced it to lower the target to 140 vehicles in the middle of the year, with a drop of 40%. However, despite this, the popularity of Dongfeng did not meet expectations. 20 1 16 sold 153 vehicles for the whole year, which still failed to reach the second adjusted sales target.
The main reason for the high-digit decline in the company's sales volume is the continuous weakness of the core product T5 series. 2065438+March 2009, Dongfeng released an extended version-T5L, which was thought to save the decline of T5 to a certain extent, but consumers did not buy it. In the second half of the same year, Dongfeng launched the national VI version T5/T5L, but it still had little effect.
The unpaid wages, layoffs and company assets of Zotye Auto No.2 were enforced by the court.
Reason for ranking: indelible brand mark-lack of high imitation core competitiveness
"Half angel, half devil" is an appropriate description of Zotye automobile in the past. This independent brand, which once won the public's attention by "high imitation" luxury cars, has also won the favor of many customers because of its excellent cost performance. However, this simple and rude development model is not reliable. When other China brands started to develop independently, Zotye's existence was very noticeable. 20 19 is dangerous for zotye! The data shows that in the first three quarters of that year, the cumulative sales volume of Zotye Automobile was only 65.438+0.346 million units, a year-on-year plunge of 32% and a huge loss of 759 million yuan.
In addition, Zotye Auto is still mired in a series of negative storms such as unpaid wages, layoffs and default on loans. The shares of Tieniu Group, the controlling shareholder of the company, were frozen by the judiciary on June 7, 2008 +065438+20081October 7 due to contract disputes. In the case that the company's cash flow is already in jeopardy, Zotye still needs to repay the loan owed to BIC power battery of 6,654,380,500 yuan and overdue liquidated damages.
No.3 Alfa Romeo is a good car, but its brand image is disgraced.
Reason for listing: 5.8% discount for sale, buy Ghibli for Giulia.
Alfa Romeo, which has a big diving price, has a lower purchase threshold than the mainstream joint venture models of the same level, but the high maintenance price is a high wall in front of consumers. Previously, a rear-end collision occurred between a stelvio SUV and the preceding vehicle. When the front face is damaged, the hood is deformed and bulging, and the damage is not particularly serious, the maintenance quotation shows that the maintenance cost is as high as 1 1000 yuan.
The rapid decline of Alfa Romeo is not limited to China. In 20 19, Alfa 4C was officially discontinued due to poor sales in overseas markets. In addition, the merger of FCA Group and PSA Group has also affected the future of Alfa Romeo. The number of products announced in the previous five-year plan was reduced from 7 to 4.
No.4 The annual sales volume of Brilliance China is only over 20,000 vehicles.
Reasons for listing: few products, slow iteration speed, and dealers quitting the network.
Compared with BMW Brilliance, the joint venture company, the independent passenger car brand Brilliance has always had a low voice, which is the lowest brand in China. In 20 19, the cumulative sales volume in China was only over 20,000 vehicles, down about 70% year-on-year. The most frustrating thing for China is that the medium-sized SUV-Zhonghua V7, which has high hopes, has not brought any increase even if the model of 1.8T is added.
In addition, Brilliance wants to use "BMW" as its endorsement, and spent a lot of money to develop a modular platform-M8X, which is also equipped with BMW Prince series engines. However, judging from the current situation, M8X has not brought substantial benefits to China, and the first model of China V7 based on this platform can be described as "a bad start". At the same time, Qi Yumin, who has been trying to push Brilliance's independent business segment "at the helm" through cooperation with BMW, also stepped down on 20 19, which had some influence on China brand. No.5 DS is a "luxury brand", and its sales volume is less than that of Ferrari sports car.
Reason for listing: The accumulated loss was nearly 5 billion, which was abandoned by shareholders of both parties.
DS is a luxury brand under PSA (Peugeot Citroen Group), which is produced and sold by Changan PSA, a joint venture company. At present, there are five models in China. During the period of 20 13-20 15, the performance of DS in China market was remarkable, and then it began to decline rapidly. In the past few years, the joint venture company did not give up the DS brand, and launched a brand-new product DS 7 on 20 18. However, judging from the follow-up market feedback, this heavy model did not meet expectations at all. In 20 18, the annual sales volume of DS was less than 4,000 vehicles. Before 20 1 19, only about 2000 vehicles were sold, even less than the monthly sales of a model of other similar enterprises.
The sluggish sales are accompanied by huge losses and idle production capacity. According to the financial report of Changan Automobile on September 30th, 20 13-20 19, the cumulative loss of equity income of Changan PSA was 2.455 billion yuan. You should know that Changan Automobile only holds half of Changan PSA's equity, which means that Changan PSA's accumulated losses in the past six years are as high as 49 1 100 million yuan! 20 19, 1 1, PSA Group announced that it intends to sell 50% of its shares in Changan PSA. On the last day of 20 19, Changan Automobile also announced the transfer of the remaining 50% equity of Changan PSA. Being abandoned by both shareholders at the same time, DS is really miserable!
No.6 Baowo Automobile became a "smug" brand spokesperson after being acquired by Baoneng.
Reason for listing: Baowo, what have you been doing these two years? Maybe you don't know yourself.
From 20 15, Baowo brought many hats to himself, such as "German luxury", "BBA+B" and "engineer", but the high attitude established by the brand people did not make Baowo's business improve a little, and it fell to the bottom in the second year of its debut. At the same time, the huge gap between the exaggerated brand tonality and the actual product strength has also made many consumers feel that their IQ has been insulted.
Nowadays, Baowo's sales continue to be sluggish and its brand is notorious. Even those with superb "financial skills" can't change this. This capitalist who wanted to rely on the Shenzhou system to empower Baowo may not have thought that the Shenzhou system, which is strong enough, will "rest" when it arrives in Baowo. Perhaps, the only thing Baowo can remember this year is the magical advertisement in the circle of friends, which was presented by Lang Yongchun and Tiggo network celebrity Tik Tok.
No.7 Haima Automobile is the main business, and making cars is just a hobby.
Reason for listing: In 20 19, the annual sales volume was 25,000 units and the sales volume was over 70 million units.
Haima, with a history of 365,438+0 years and 3 million users, also had a bad life in 2065,438+09. By the end of 1 1, the cumulative sales of hippocampus was only 256 10, down 58.95% year-on-year.
In April of that year, its stock was given a "delisting risk warning" and its name was changed from "Haima Automobile" to "*ST Haima". Based on this, Haima had to "sell the house to protect the shell". 20 1 19123 October, ST Haima announced that 3 18 of the 40/kloc-0 houses (Shanghai and Haikou) previously put in by the company had been successfully sold, and the accumulated funds received exceeded1200 million. Although this move has alleviated the current financial pressure of Haima Automobile to a certain extent, it is not a long-term solution after all. Adjusting its own strategy and introducing foreign investment may be the best solution.
No.8 Lifan Automobile Yin Mingshan's dream of building a car was shattered
Reason for listing: sell! Production qualification, for sale! Football team, what else do you sell?
Among 10 automobile brands, Lifan is undoubtedly the most dangerous: data show that in the first three quarters of 20 19, some bank loans of Lifan reached1278.2 billion yuan, and loans of non-bank financial institutions reached 10486 million yuan. Lifan tried a series of methods to save itself, selling teams and factories and selling qualifications, but these can only be regarded as a drop in the bucket. In order to avoid the break of Lifan's capital chain, the Chongqing Municipal Government set up a creditor's bank committee for Lifan.
Lifan used to be an important member of private car companies in China, and its current situation has a lot to do with the deviation of its own strategy. It is reported that Lifan will return to its main motorcycle business if it can get out of the "ghost gate" in the future.
9. Changhe automobile enterprise "infighting" mode
Reason for listing: Changhe is a "good boy" that no one dares to touch and manage in BAIC.
Since the completion of the "Dachanghe" business restructuring and upgrading to a secondary company under BAIC Group, Changhe Automobile seems to have slowed down at once. In fact, all previous leaders of BAIC were swallowed up by "infighting". Changhe employees have issued a document lamenting that "infighting is fierce, management is chaotic, wages are low, there is no benefit, and there is no prospect."
In terms of products, Changhe Automobile currently has seven models on sale, including SUV, A-class sedan, MPV and new energy series, including three less popular new energy vehicles. Although Changhe has not released the actual sales figures of 20 19, we can boldly predict that it is almost impossible to achieve the annual sales target of 250,000-300,000 vehicles proposed before.
No. 10 SWM The moon abroad is not round.
Reason for ranking: Italian descent failed to save Sway.
Chongqing's automobile manufacturing industry has been greatly impacted in the past two years, and SWM Siwei is also on the list with Lifan this time. Compared with the above brands, this so-called "Italian descent" automobile company actually made a big noise in 20 19. Three brand-new SUVs, G0 1 F (Sport Edition), G0 1 National Sixth Edition and G05, have been launched successively. In order to increase sales, SWM Siwei also launched a 20 19 Siwei X7 20% discount car purchase activity, and several other products also have different degrees of concessions.
However, building a car is not done overnight. Without mature technology accumulation and scale effect, SWM Siwei can't compete with mainstream independent brands. As a late-start enterprise, it is still unknown whether SWM Siwei can be as lucky as Lifan, and the local government will take the lead in improving the operation of the enterprise.