Tianji Automobile, a car company born during the barbaric growth of the new energy vehicle field, was established in Zhejiang in 2015, integrating the research and development, production, sales and service of new energy vehicles.
After reading this large paragraph above, do you feel that Skyrim Car is very tall? But is this really the case?
Ten years of original price repurchase
It's essentially like a pyramid scheme!
Tianji Automobile has launched a "ten-year original price repurchase" policy, that is to say, manufacturers can buy back vehicles at the user's original purchase price after ten years, which seems to be very cost-effective, but there are two prerequisites, one is to become the owner of Tianji Automobile, and the other is to introduce and sell more than 10 times the value of the purchased vehicle within ten years. In other words, users need to sell 10 models of the same model, or equivalent products, for Skyline Motors.
Let's not say that this kind of marketing method of Skyrim Auto is difficult to make consumers feel sincere, more importantly, there may be legal problems, in a sense, Skyline Auto is the user's line, and users need to develop the downline and then profit, this pyramidal structural relationship is actually the same as MLM, please ask Tianji Auto's marketing team is found in the MLM den? And can Skyrim Be sure it's still alive a decade from now?
Heavy marketing is not heavy on products
Skyline Cars doesn't go out of your mind
In today's domestic new energy vehicle market, "Wei Xiaoli" three strong strength, Nezha, zero run is even more sharp, and Tianji Automobile's only goal is now not to be marginalized, but its products are indeed difficult to find bright spots for consumers. At present, There are two models on sale at Skyline Motors, namely the compact range extender hybrid SUV ME5, and the other is the mid-size pure electric SUV ME7, the former price range is 149,900 yuan - 159,900 yuan, while the latter is 238,800 yuan - 269,800 yuan.
From the price and drive form point of view, ME5's fierce rival is BYD Song PLUS DM-i, which of the two is stronger or weaker, Presumably everyone has judged, BYD Song PLUS DM-i in January 2022 retail sales of up to 16411 vehicles, making Sky EM5 beyond reach, and the price of ME7 is really a bit inflated, compared with the price of Tesla Model 3, Xiaopeng P7, ME7 in terms of endurance, performance and configuration have no advantages, L2 level assisted driving functions are also optional, so why should customers buy Skyline's products? Is it really for the sake of the "ten-year original price buyback" policy that sounds very ridiculous?
Strength is not worthy of ambition
Sluggish sales throw pot lack of chips?
Zhang Hailiang, founder and CEO of Skyrim Motors, once set a Flag to challenge 40,000 vehicles while achieving a sales target of 20,000-30,000 vehicles in 2021. According to Uncle Che, the sales volume of Tianji Automobile in 2021 is far from 20,000 units, let alone 40,000 units, a person in charge of Tianji Automobile said that "it is caused by chip shortage", and also said: "Now the market response of ME5 is good, thousands of orders are irrevocable, it is expected that next year (Tianji Automobile) can achieve a monthly sales target of 20,000, and the annual sales volume is expected to be in the form of five or six thousand." ”
Although the shortage of chips does plague major car companies, friends who have learned about car sales data should know that the car market in 2021 is not sluggish, and the sales of most mainstream car companies have even risen, and major ultra-luxury brands have refreshed the highest sales records in the calendar year. The shortage of chips does have an impact on car companies with high sales, but how much impact can it have on Tianji Automobile, which has annual sales and monthly sales of other brands? The so-called "chip shortage" is just to cover up the poor sales.
Uncle Che summed up
With more and more overseas brand products pouring into the country, coupled with the emergence of a large number of excellent new car-making forces in the mainland, those car companies that mix up the days will eventually be eliminated, and the only way to continue to survive is to get consumer recognition, and if you want to get consumer recognition, you must work the product, rather than relying on the marketing means of ten years of original price repurchase, the key is that Tianji Automobile, which is similar to the marketing method of the nature of pyramid schemes, will only make consumers more disgusted. Continuing this vicious circle, Skyrim Cars may never emerge.