In August last year, the Market Supervision Administration recalled nearly 160,000 Taipei Qishenbao models, of which 102179 X35 models were recalled due to steering problems. In the car complaint network, X35 car owners also complained about the vehicle problem, reflecting the direction of the caton problem, the car construction failure. At the beginning of the listing, X35 achieved the peak of sales in 74182, but since then, sales have declined for a time, and finally production has been suspended, which is also related to the strategic planning of BAIC Senova.
BAIC Senova is an important branch of BAIC, but it does not have a long history. At that time, in order to build up the brand awareness of BAIC Senova, BAIC attracted capital to continuously expand dealer stores throughout the country through support funds, and many businessmen needed to open a BAIC dealer store only one-tenth of the funds required by other brands, and the rest of BAIC was supporting. In this way, BAIC also has absolute decision-making power.
After the expansion of dealers, BAIC urgently needs to recover the funds used to invest in the Senova D70 and invest in the Mercedes-Benz automated production line in the early stage, so it issued a large number of indicators to dealers, hoping that dealers can improve their performance and return the money as soon as possible. Dealers have to avoid stock cars getting together, so they have to promote at low prices. At that time, the terminal sales price of 120,000 yuan could buy a domestic B-class car, and it also received good feedback in the domestic market at that time.
Whether the product is good or not, consumers know best. Whether it is a sedan model or an SUV model, BAIC Senova does not have good quality control at all. The sedans D70 and D50 follow the technology of Saab Motors, but do not use Saab's new platform, but the 95 platform that was not acquired and developed by GM in the 90s, so BAIC's strategy of realizing the benchmark of domestic mid-level cars is implemented, but the D70 is not much Saab's taste.
The strategy of grabbing the market at a low price was fully exerted in 2015 and 2016. In November 2016, BAIC Senova's monthly sales exceeded 20,000, and its annual sales reached 194,000, just one step away from the year-end sales target of 200,000. Interestingly, in November's more than 20,000 sales, The Gentry X35 contributed half, which is similar to the Changhebei Douxing 20 years ago, relying on one model to support half of the sky or even the entire sky of a car company, and the other x55 and x65 models only had a pitiful 1681 and 215 vehicles in the month, and the contribution to The Gentry was negligible.
I have to say that in the field of small SUVs and compact SUVs in China, BAIC Sensutake is not to leave a little retreat for the opponent, x25 (guide price 5.58-7.58) and x35 (guide price 5.88-6.58) transaction price in 6-8 million, this price is much lower than the Haval, Changan at the same level of models at that time, you know, at that time Haval H2 guidance price of 86,800, Changan cs35 guidance price of 79,000. Therefore, the low-price positioning of BAIC Senova was also deeply rooted in the hearts of the people from then on. However, with the accelerated development of the domestic economy, the low-price strategy has been unable to meet the needs of consumers, and consumers' pursuit of quality control is higher, and from 2017, these two Internet red models have gradually faded out of the public vision.
In the strategic planning of Baiqi Shenbao, "I can't eat hot tofu in a hurry" is also a contradiction. In December 2015, the Sempor x25 went public, and sales continued to rise for half a year. Seeing the explosive momentum of the x25, the management of BAIC Senba kept launching the x35 model in April of the following year, citing further preemptively seizing the small SUV market. But the reality is that the x25 and x35 price points overlap, and x35 is a delicious choice for consumers who can enjoy more space and more configurations for spending a little more money. In fact, when x35 sales continued to rise, x25 sales fell more severely. In February 2018, the Senova x25 sold only 233 units, and in February 2019, it sold only 198 units. As of the first half of 2019, the haval h2 of the same class has reached 740,000 units worldwide. Therefore, the short-term price of the BAIC Senova hopes that each model can be recognized by the market, which means that the more the market invests in the cost, and in addition to the PEQI, there are brands such as Changhe, Weiwang, phantom speed, etc. The most interesting thing is that Changhe Q35 and Senova x35, Changhe Q25 and Senova x25 are opposing models between each other, and this infighting has pushed BAIC Senova to the end.
All the strategic planning has to be started by Cai Jianjun, the management of BAIC Senbao. Cai Jianjun is a sales officer who led Hebei Changan from scratch to grow into an automobile company with sales of more than 100,000 vehicles in three years; in addition, another major factor in BAIC's choice of Cai Jianjun is that BAIC has always been the target of Changan Automobile, and Cai Jianjun, who has served as a sales boss in many of Changan's subsidiaries, is the most suitable candidate. From the performance of BAIC Shenbao, Cai Jianjun brought Changan's sales style to BAIC, and the introduction of intensive models has great drawbacks to BAIC, because unlike brands such as Great Wall and Geely, there is already a popular model that has gained a foothold in the market segment, and then launches other models.
In summary, the final result of BAIC Senova is also to gradually withdraw from the automobile market, and no one cares. Of course, for BAIC Group, the situation is not so bad, after all, there is still BAIC BJEV's business here. Compared with models such as the Great Wall Changan, attacking the new energy market after having the reputation of fuel models will achieve a multiplier effect with half the effort, and if the reputation of fuel models is not done well, look at the policy and track to attack the new energy market, which is also a move that is more risky than profitable for car companies.